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CREATE CAPTURE SHAREBrands need to create to survive. Today’s consumers are harder to

inspire so you need to stand out from the crowd.

Brands need to capture. A live experience is a single moment in time and you need to ensure that your live campaigns live beyond

that moment.

We live in an always on society where our use of social media applications and mobile

devices means brands can deliver experiences beyond the live moment direct

to the public.

OMNI-CHANNEL

© SMP GROUP PLC / 2015

SMPTHE UK’S LEADING

FULL-SERVICE PRINT COMMUNICATIONS SPECIALIST IN-STORE, OUT OF HOME,

PHYSICAL ACTIVATION.

CREATIVEBREED

SOCIAL, EXPERIENTIAL, DIGITAL, LIVEEXHIBITION AND EXPERIENTIAL DESIGN

BRAND DEVELOPMENTBRAND STRATEGY

AMPLIFICATIONCREATELONDON

LIVE EVENT PRODUCTIONSOCIAL AMPLIFICATION

BRANDED CONTENTMEASURABILITY

CREATE - CAPTURE - SHARE

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OMNI-CHANNEL…. OMNI WHAT?

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OMNI-CHANNEL HAS BECOME A BIG BUZZWORD OVER THE PAST FEW YEARS… BUT VERY FEW COMPANIES ARE DOING IT OR DOING IT WELL!

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HOW DO WE DEFINE OMNI-CHANNEL TODAY?

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SO WHERE DOES THE JOURNEY BEGIN TODAY FOR CUSTOMERS?

MARKETERS MUST INVESTIGATE WHAT FACTORS

(BE IT HABIT, CHOICE, CONVENIENCE, LIFESTYLE) WILL LEAD TO WHERE IT WILL END

(WHAT WE MIGHT KNOW AS PATH TO PURCHASE)

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THE OMNI-CHANNEL EXPERIENCE DOESN’T JUST START WITH THE CUSTOMER, IT STARTS WITH THE EMPLOYEE!

UNIFICATION IS KEY AND ALL ELEMENTS OF THE SHOPPER EXPERIENCE MUST BE TIED TOGETHER AS ONE!

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QUESTION?• ARE OUR RETAIL EXPERIENCES BECOMING ANTI-SOCIAL THEN?

• IS THIS A SIGN THAT RETAIL EXPERIENCES ARE BECOMING MORE DE-HUMANISED AND LESS PHYSICAL COMMUNICATIONS AND INTERACTIONS

ARE WANTED BY THE CONSUMER?

• OR IS IT THAT TECHNOLOGY IS HELPING REDUCE THE GAP AND GRADUALLY CHANGING THE WAY SHOPPERS SHOP FOR THE BETTER? ARE THE GAPS

GETTING SMALLER AND THE CONVERSIONS BIGGER?

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CONSUMER CONTROL

THE BLENDING OF PHYSICAL AND DIGITAL THROUGH THIS IS A BIG SIGN ALSO THAT SHOPPERS WANT MORE CONTROL.

THEY DON’T WANT TO ASK…THEY WANT IT NOW!

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A SEAMLESS SOCIETY

WE’VE OBVIOUSLY SEEN THE BENEFIT THAT CONTACTLESS PAYMENTS HAS BROUGHT TO THE RETAIL WORLD AND THEIR INTEGRATION HAS ONLY ACCELERATED CONVERSION RATES IN SHOPPING EXPERIENCES. RETAILERS ARE CONSTANTLY EXPLORING MORE WAYS TO REDUCE THESE GAPS AND SPEED UP THE WHOLE CUSTOMER EXPERIENCE.

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WHERE IS THE NEXT ADVANCEMENT OF TECHNOLOGY PAYMENT?

WEARABLE TECH, PRE-PAID APPS, BIOMETRICS?

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CONVENIENCEPERSONALHABITBEHAVIOURTRANSPARENCYSECURESPEEDSIMPLE

ANYTHING EMPLOYED IN RETAIL EXPERIENCES WILL BE IN RESPONSE TO THESE KEY NEEDS FROM A SHOPPER’S EXPERIENCE:

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AND WHAT WILL CONTINUE TO BE THE CATALYST FOR CHANGE IN ALL THIS:

THE CUSTOMER!

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• LISTEN, INTERPRET, DELIGHT

• PERSONALISATION, PERSONALISATION, PERSONALISATION!

• CUSTOMERS WANT TO BE INFORMED. GIVE THEM THE TOOLS TO DO THIS, BUT ALWAYS…

• …REMEMBER TO KEEP IT SIMPLE!

• CUSTOMERS WANT IT NOW! AND THAT DOESN’T JUST RELATE TO THE PRODUCT, IT TRANSCENDS TO ALL FACETS OF THE SHOPPING EXPERIENCE

• BE RELEVANT!

• FOCUS ON THE CONSUMER NOT THE CHANNEL! BUT ENSURE YOU’RE STILL WELL COVERED!

• DO NOT (BE AFRAID TO) DISTURB! – UNDERSTAND YOUR SHOPPER’S EXPERIENCE IS UNLIKELY TO END IN-STORE…ENSURE THEN YOU’RE WELL PREPARED TO EITHER RETAIN YOUR CUSTOMER IN-STORE OR EQUIPPED TO HELP THEM COMPLETE THEIR JOURNEY AT HOME…WITH YOU!

TAKE-AWAYS TO HELP YOU THROUGH THE MIND-FIELD

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Ian IrvingStrategy DirectorM: +44 7775 716661E: ian@breedcommunications.com

TALK TO US.

END.

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