Power of brand experience

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power of brand experiences

description

Want to create an inspiring consumer experience with your brand, but need a little inspiration? This RetailOasis whitepaper is dedicated to those retailers from around the world creating inspiring store experiences, engaging digital environments and immersive brand interactions that create long lasting consumer love.

Transcript of Power of brand experience

Page 1: Power of brand experience

powerof brand

experiences

Page 2: Power of brand experience

"Never buy something unless you're sure you

know how to sell it”Arthur Daley - Minder

Page 3: Power of brand experience

This quotation talks to a changing idea

that has been hitting retail shores for a

little while….

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…what is it?

That how we sell has completely changed

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Once upon a time retail lived well above CPI, in ‘05 we took a dip and has been consistently under performing since

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 20130

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Categories that involve experience have successfully grown, while more traditional retail like department store shopping has further fallen victim to changing consumer behaviour

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Today’s retail environment has made it a little more difficult to win over the hearts of consumers... especially when:

You can buy what you want, Where you want, How you want, For how much you want, And from who you want

“I want direct from manufacturer prices”

“I want an endless range of colours &

styles to choose”“I want to

get it delivered

today”“I want

access to international

retailers brands”

“I want a branded

experience”

Consumers are expecting more

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Historically, retailers in Australia won on place and price

price

range

location

access

brands

personal

service

environment

The traditional retail arena dominated if they had the best location on a high street, shopping or destination centre

Essentially, they survived by acting as supplying warehouses close to consumers

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But the game has changed, now the box of tricks has narrowed

price

range

location

access

brands

personal

service

environment

Moving from brick & mortar to omni-channel, location is no longer your competitive advantage and a price advantage is harder to prove

The tool kit focus has therefore changed…the key to survive and thrive is how your environment, service and personal proposition come together for a great experience to inspire

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Price ‘em low, stack ‘em high and watch

‘em go

Weave into their world to reach into

their wallet

savvier consumer

market shakeup

access to offshore brands

digital enablement

This has seen retailers moving from a “stack ‘em high” to a “weave into their world” approach

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Retailers are starting to embrace brand experience innovation

Burberry"The world is moving so fast. There is absolutely no room for

laziness or for resting on your laurels,” Christopher Bailey, the firm's chief creative officer

Amazon"If you do build a great experience, customers tell each other

about that. Word of mouth is very powerful.” Jeff Bezos CEO

Macy’s"Macy's is kind of the leader right now in a lot of digital initiatives.

They've been trying out lots of digital initiatives to engage with shoppers in their homes and in stores,”

Jeff Hardison, VP of Marketing and Business for Meridian (Macy’s partner)

http://mashable.com/2012/11/08/macys-indoor-gps/http://retailindustry.about.com/od/frontlinemanagement/a/Amazon_CEO_Jeff_Bezos_quotes.htmhttp://www.guardian.co.uk/fashion/2012/sep/12/burberry-london-shop-websitehttp://pandodaily.com/2013/06/01/meet-the-apple-of-the-coffee-world-nespresso/

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Retailers doing it right have mastered the creation of engaging experiences to inspire and delight consumers across channels

great staff service

inspiring environmen

t

online & mobile

integration & inspiration

personalised communicati

ons

personalised products

efficient fulfillment

immersive experiences

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Macy’sDelivering the next generation

in store experience, Macy’s have embraced in-store Google maps, NFC offers, Beauty Spot kiosks to self diagnose/select, mobile integration and even

assistance with their jean selector

Online & mobile integration & inspiration – personalised communications

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BurberryRevolutionising their brand experience, Burberry have

leaped forward with augmented reality as the tool to deliver an immersive and inspiring omni-

channel experience

Immersive experience – inspiring environment – online & mobile integration & inspiration – great staff service

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Make Up For Evers

(Sephora)Latest Sephora concept store is all about behind the scenes at a

fashion show, with video footage playing, demo bars to

build the brand around the new range

Inspiring environment – great staff service – immersive experiences

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NespressoBenchmark in how to build a

brand outside of the supermarket, Nespresso are

digitally integrated, store experience that draws you in

and use consumer data in their club for personal touches

Efficient fulfillment – inspiring environment – great staff service

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SuperGlueRecently opening it’s doors as

an extension to Glue Store with custom tailoring of jeans,

chillout areas and even a coffee barrister to demonstrate a brand feeling outside of the

merchandise

Personalised products – immersive experience – great staff service

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KochhausDescribed as a ‘Walk in recipe book’ all in one recipe tables,

food trials, a well integrated but simple site and delivery

structure for extra convenience make Kochhaus a true foodie

experience

Inspiring environoment – immersive experience – efficient fulfillment – great staff service – online & mobile integration & inspiration

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MonkiInspiring store

environments just speak cool and with an online

portal that encourages you to make your own fashion

movies to share it captures the target consumer

mindset perfectly

Inspiring environment – online & mobile integration & inspiration

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Nike+ FuelstationMotion-sensing LED walls change colour as customers walk past, motion-sensitive smart mirrors show film footage runners wearing products, touch screens give info on Nike+ products and Run Clubs. Highlight is a Kinect installation that allows visitors to create a life sized digital versions of themselves on screen to share via social media as well as being the hub for weekly run clubs with nutritionists and physiotherapists on hand.

Immersive experience – personalised communications – online & mobile integration & inspiration – personalised products

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Mood StockholmCombining food hangouts with inspiring shopping spaces, this

department store has even gone so far to demonstrate the

brand ideal with rooftop meeting rooms for rent in their

garden space

Inspiring environment – immersive experience – great staff service

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TeslaDemonstrating ingenious

design with an interactive, technology driven, custom design store and service

experience as well as personalised website

interaction to deliver brand ‘wow’

Personalised products – immersive experience – online & mobile integration & inspiration – great staff service

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Supercheap AutoCompletely focused on the consumers car shopping

occasions, the latest SCA store combines easy shopping with DIY education and next gen IT

service and assistance

Immersive experiences – inspiring environment – great staff service – personalised products – online & mobile integration & inspiration

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Koko BlackJewelry store meets chocolate,

what better way to celebrate an indulgence. This brand experience wows and

celebrates the product before it hits your taste buds with a

service experience

Immersive experience – great staff service

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Hotel ChocolatCelebrating the purity of chocolate & an ethical

approach to sourcing, this London fashion scene concept

is a chocolate shop that’s expanded into a café, tastings, super clubs, hotel, restaurant

and even spa

Immersive experience – great staff service – inspiring environment

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Dan MurphysOne of the best retailers in Australia with an ability to drive efficiency on price

while still delivering a clean and easy to navigate shopping experience

Efficient fulfillment – great staff service

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Urban OutfittersTrue customisation, each

store is designed around it’s micro-consumer set that

surrounds it to engage and entertain as well as provide

great product

Inspiring environment – efficient fulfillment – immersive experience

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Victoria’s SecretCatalogue to international

closet secret, VS has built an empire on it’s iconic Angels

with a brand experience that exudes sex appeal in-store and

through personal communication online

Inspiring environment – personalised communications – efficient fulfillment

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Carton KingTaiwan restaurant made nearly

completely out of cardboard offers a very memorable and

completely unique brand experience that’s unexpected while also being green friendly

Immersive experiences – efficient fulfillment – great staff service

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Fourth VillageThe Italian foodie destination

for great produce, pre-prepared meals, catering and in-store

dinning experience, they make it difficult to walk out with only a couple of items in the basket

Immersive experience – inspiring environment – great staff service

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Le Fashion TruckFrom pop up food to fashion, Le

Fashion Truck creates unexpected fashion havens where consumers can get styled or book for private parties. A fun take on a

traditional shopping experience

Inspiring environment – personalised communications – great staff service

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YogurtlandEmbracing personalisation, where consumers are not

charged on product but weight a novel idea that is well

displayed instore with self service as well as integrated

online for easy ordering

Personalised products – efficient fulfillment – inspiring environment

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Ice HotelBringing fantasy to life, the Ice Hotel has embraced a single

brand thought throughout the concept from Ice bars, to Ice art

galleries and of course accommodation to create a

memorable experience

Immersive experiences – inspiring environment – great staff service

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The Candy RoomCreating a child’s fantasy with a colouring book brand style

and simple to use web presence, the friendly staff and add on services such as candy

bars make it a fun brand to shop

inspiring environment – online & mobile integration & inspiration

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Bauble BarOnline retailer gone pop-up

uses digital screens & interactive displays for consumers to design,

personalise & purchase jewelry with store displays showing

interactive content when pick up pieces or to upload pics

Personalised products – efficient fulfillment – immersive experience – online & mobile integration & inspiration

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Warby ParkerFinally, e-com site gone store, $50 eye exams, try on glasses

and share/print with an internet photobooth, cc payments

processed on tablets, orders made in-store - mailed a week later or if you buy online get

sent five pairs – return unwanted

Efficient fulfillment – online & mobile integration & inspiration – personalised communications – personalised products

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So what can we learn?Retailers are missing the one opportunity they have to use their only physical outlet to demonstrate the brand and talk to consumers in a memorable way

that builds affinity

Those that fail substitute memorable brand experiences for product clearances, lipstick on a pig

merchandising/store designs and disconnected, functional online portals

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Great brand experiences rely on how

well the retailer delivers:

Inspirational omni-channel experiencesPersonalisation of communications and

productEnergised and efficient service

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The power of this experience?

Consumers who love your brand, seek you out despite price discounts or access

restrictions and contribute content and insight to help you build and defend your

empire

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The answerKnowing everything about your consumer and understanding what’s important, then finding unique and special ways to create

connections

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What that means to retailers?

Consumer involvement in product design, edit and final pre-purchase personalisation

Services and entertainment that drive visitation

Knowledgeable staff, with training programs/benefits that encourage great service deliverySingle message, omni-

channel retailing using each channel strength to create a seamless consumer experience that excites

Using data to create meaningful consumer communications relevant to likely purchasing behaviour and personalised

Using your store to make a clear brand statement

Shorten the product lifecycle and embrace more frequency, limited ranges and click&collect

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The resultA retail category that is interesting to shop again, embracing the new tool kit to create

a sticky starting point for interaction between retailer and consumer

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Find out more:For more information and ideas on how you

can use the power of brand experience contact RetailOasis [email protected]

or on 02 9976 6222

Alternatively visit our website www.retailoasis.com

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powerof brand

experiences