FUTURE OF RETAIL

Reinvention & Revolution: Retail On Demand & The New Brand

Champions

Edited & Presented by:Lisa Ackerman

& Effective Marketing Communications Trends for the evolution

We need to explore the past to understand the future effects &

how to effectively plan a Marketing Communications

strategy that works.

Brick & Mortar•Traditional Advertising/Promotions

• Tradition Marketing• Traditional Publicity

Online & Digital

24/7

Tesco N. Korea

Showrooms / Reinventing the Experience

Emotional effect / environment considerations

Evolving Retail“Selling” to “Learning”

Online to Brick & Mortar

And…consider

•Adaptive Pricing (your data dictates the price!)•Crowd Sourcing•Augmented Reality (try before you buy)•Personalization: Create your own

The Modern Shopper

Modern Shopper’s Expectations

Sophistication Based On Personal

Knowledge

Prepared To Trade Data For A Better

Experience

Instant Access To Expertise

Takes Advantage Of Technology

Wants To Be Offered A Perfect Match

Marketing Communications messages go from “Top Down” to “2-way dialogue”

Creating the:•Shopper as Affiliate•Crowd Sourced Product range•Shopper to Shopper Service & education•Shopper designed deals (create & set the price)

Setting The StageBy clearing the air before customers enter a store and calling out targeted moments for valuable interactions, retailers are helping to create the foundations of a focused and worthwhile interaction

THE NEW BRAND CHAMPION

SHOPPER AS AFFILIAT

“LET ME SELL ON YOUR BEHALF”

COMMISSION FEES EARNED BY INFLUENCING ONLINE PURCHASES

MULU.ME

SHARING PRODUCTS ON FACEBOOK DOUBLESCUSTOMERS’ LOYALTY POINTS

TESCO

COMMUNITY POWERED CREDIT CARD INVOLVES CARDHOLDERS IN CARD MANAGEMENT AND PROFITS

BARCLAYCARD RING

CONSTRUCTION BRAND GETS REAL-TIME FEEDBACK FROM CUSTOMERS ON NEW TRUCK DESIGNS

CATERPILLAR

Meta-LibraryBy tapping into the wealth of online information by leveraging image recognition search and augmented reality to present detailed information and contextual relevance, users are able to use information without being tied to a specific medium or behavior.  

“HELP ME DECIDE WHICH ONE TO BUY”

SERVICE PAIRS CONSUMERS WITH BRAND EXPERTS FOR REAL-TIME PRODUCT CONSULTATIONS

NEEDLE

INSURANCE COMPANY RECRUITS EXISTING POLICY HOLDERS TO ADVISE POTENTIAL CUSTOMERS

KYSY VAIKKA

Layered Virtual Showcase

A new set of digital services are enabling shoppers to visually experience and experiment with products before they buy.

With a growing level of peer to peer communities that are working together and searching for service answers, the right information is being rewarded and being presented in easy formats for large groups of people to use and share.

“LET ME NAME MY PRICE”

APP LETS RETAILERS COMPETE TO SUPPLY HOUSEHOLD GOODS

NETPLENISH

BUYAPOWAWEBSITE PROVIDES BULK DISCOUNTS ON

POPULAR PRODUCTS

Modern Shopper’s Expectations

Sophistication Based On Personal

Knowledge

Prepared To Trade Data For A Better

Experience

Instant Access To Expertise

Takes Advantage Of Technology

Wants To Be Offered A Perfect Match

•Service with opt in (trade your data for better service

• Shopper Coaching (educate before and after)

•Auto-curated shopping (your purchase history)

•Bespoke at scale (customize what you want)

•Fit with a click (digital tools to help with fit)

Service With An Opt In

“Give Me Personal Attention And Better Service”

LOCATION AWARE APP PROVIDES SALES-STAFF WITH CUSTOMERS’ PREFERENCES

NEIMAN MARCUS

STYLISTS LOOK TO YOUR PAST PURCHASES TO TAILOR ADVICE

MODCLOTH

Subject SpecialistStaff members with specialized knowledge bases who can provide smarter answers and product recommendations to their customers in-store, online and over the phone.

RETAIL ON DEMAND

SHOPPER COACHING

“Teach Me How To Use This”

MOTORCYCLE REPAIR SHOP INVITES CUSTOMERS TO WORK ON BIKES THEMSELVES

MOTOMETHOD

EXPERIENCE ‘POP-UPS’ SHOW CUSTOMERS HOW TO ACESS HIGHER AUDIO PERFORMANCE

LENBROOK

“LET ME SHOP WHAT I LIKE”

GLIMPSESOCIAL SHOPPING CHANNEL USES FACEBOOK

‘LIKES’ TO BUILD CUSTOM CATOLOGS

PICKIEPERSONALIZED MAGAZINE SHOWCASES FRIENDS’

LIKES AND SHARES

Experience CentersBest-in-class brands are creating experience centers where consumers are approached, not only as shoppers, but as sophisticated learners who are eager to engage and create

“LET ME BUILD THE PERFECT ONE FOR ME”

CUSTOMIZING MODULAR FURNITURE ONLINE AT AN AFFORDABLE PRICE

EVOLVEX

3D PRINTING KIOSK ALLOWS RETAILERS TO OFFER CUSTOMERS PERSONALIZED OBJECTS

FUJIFILM

Reading The CustomerOpt-in services that allow customers to make their personal data available to members of staff in exchange for the promise of tailored service, product recommendations and optimization.

RETAIL ON DEMAND

FIT WITH A CLICK

“HELP ME CHOOSE THE PERFECT FIT”

WEBCAM ENABLED ALGORITHM ENSURES CUSTOMERS FIND THE RIGHT FIT ONLINE

UPCLOAD

AUGMENTED REALITY APP TESTS POTENTIAL FURNITURE IN CONSUMERS’ HOMES

SAYDUCK

Effective Integrated Marketing Communications Campaigns have:

A unified, clear and consistent message across all channels of communication and customer

interaction