© 2011 Accenture. All Rights Reserved.
Marco Dini for Association des Industries de
Marque, Brussels - September 29th, 2011
Facing opportunities in the
consumer touchpoints galaxy
© 2011 Accenture. All Rights Reserved.
“Accenture Customer Innovation Network” and myself
2
India Delivery
Centres Consumer
Goods
(Hyderabad)
Technology Labs
Bangalore, India
Operations
(Madrid ISC) CRM, S&M,
BI, Planning
(Milan ISC)
Accenture Customer
Innovation Network
Chicago
Accenture Customer
Innovation Network
Shanghai
Accenture Customer
Innovation Network
Milan
Philippine
Delivery
Center
(Manila) Supply Chain
(Barcelona ISC)
Technology Labs
San Josè,
California
Technology
Labs
Chicago, Illinois
High Performance Business
Showcase
Murray Hill, New Jersey
London, UK
Technology Labs
Sophia Antipolis
SAP Retail
(Bilbao)
Delivery Center
(Napoli)
Value Led ERP
(Bangalore)
Oracle Retail
(Lodz)
Connect with Subject Matter Experts
Discover new ideas & emerging technologies
Monitor consumer and market trends
Accenture Customer Innovation Network
Accenture’s global network of CG&S Industry Solution
Centers
Global Delivery Network
Accenture Technology Labs
© 2011 Accenture. All Rights Reserved.
Next generation consumer: from Retail to ME-tail
3
© 2011 Accenture. All Rights Reserved.
Consumers are always communicating
Interconnected
4
New
Consumer
Savvy
Alternate channels empower consumers
Conscious Customers are concerned about health and the environment
On the Go Consumers are impatient and constantly on-the-go.
Companies are facing a changing consumer ...
85% of the world's population lives in emerging markets
New
Customers are calling for tailoring and personalization
Fragmented
© 2011 Accenture. All Rights Reserved.
… more and more tech oriented and digital …
5
Over
70% of the worlds
population now have a
mobile phone
90% US 67% Developing
Nations 120%
Europe
Mobile Phone
Penetration
Worldwide Internet
traffic grew
62% in 2010
In Eastern Europe and India/South Asia, average traffic growth
exceeded 100%
Data Volumes
More than
800M users
75% of users are more likely to purchase from a
brand they follow
More than
350M mobile users
More than
200M users
Social Network
Global
smart phones penetration is
17%
In 2013 an estimated
$29,5 bn will be
spent on app only 73% a book!
85% of kids WW owns a phone
Smart-Phone
© 2011 Accenture. All Rights Reserved.
Is your company on Facebook? Is on mobility with apps? Do you interact with the consumer on blogs? How do you ensure relevance on those channels?
… even more than companies themselves!
6
Do you know how many of your consumers use a smartphone to get information about products? How many shop your products directly from mobile?
How many employees are using corporate applications on the mobility platform and iPad?
Are you able to access CRM or reporting tools via mobile?
Silent Survey
© 2011 Accenture. All Rights Reserved. 7
Environment
Vehicle
Physical Digital
Store Office
Gym
Concert
Pub / Lounge
Parking
Library
School
Web
Hairstylist
Mobile
Airport Station Hotel
Restaurant/ Café
In the street
Home
Museum
Outdoor
Oil station
Theatre Cinema
Catalogue
Newspaper
Leaflet
Store window
Vending machine
Sales
Assistant
Loyalty card
Kiosk
Contact center
Social Network
Website
Bluetooth
SMS/ MMS
Videogames
TV/Radio
advertisement
TV/Radio shows
Movie
Billboard
Promoter Product
Radio
TV
Cars
Relation between consumers and companies happens now on a multitude of
touchpoints, both physical and digital, that create a novel, highly complex blended
ecosystem
Content
News Information
Socialization
Networking
Sample
Promotion
Emotion
Participation
© 2011 Accenture. All Rights Reserved.
Environment
Vehicle
Physical Digital
StoreOffice
Gym
Concert
Pub / Lounge
Parking
Library
SchoolWeb
Hairstylist
Mobile
Airport Station Hotel
Restaurant/ Café
In the street
Home
Museum
Outdoor
Oil station
Theatre Cinema
Catalogue
Newspaper
Leaflet
Store window
Vending machine
Sales
Assistant
Loyalty card
Kiosk
Contact center
Social Network
Website
Bluetooth
SMS/ MMS
Videogames
TV/Radio
advertisement
TV/Radio shows
Movie
Billboard
Promoter Product
Radio
TV
CarsContent
News Information
SocializationNetworking
Sample
Promotion
Emotion
ParticipationME-tail & WE-tail
Revolution
(Retailers?) will create new relevance in the
store Leading companies will ignite a dynamic network to deliver
their solutions
Transparency will be reality, consumers will demand results, not
products
Consumers’ craving for “Fast Fashion” will demand a new
operational standard
Channels will be reinvented to engage the next revolution of
shoppers
Provocation: from Retail to ME-tail and WE-tail, how will you be in 2020?
© 2011 Accenture. All Rights Reserved.
(Retailers?) will create new relevance in the store
COMPANIES SHOULD CONSIDER
Value beyond distribution Negotiating recoil Precision retailing
CPG
companies
act like
retailers
Deals
tailored to
shoppers
behaviors
Experiential
retail
By 2020, how will the physical store
change?
Larger About
the same
Smaller
3%
51%
Fundamentally
different
39%
7%
© 2011 Accenture. All Rights Reserved.
COMPANIES SHOULD CONSIDER
Convergence of Media, Telecom & Retail Dialogue versus Monologue Stores are not Primary
Consumers
personalized
on-line shop
Consumers
set the
offering using
Virtual display for
tube-Commerce
Channels will be reinvented to engage the next revolution of consumers
49% of shoppers are using
different retail formats to get special offers
60% of shoppers expect to
spend more online in the coming two to three years
© 2011 Accenture. All Rights Reserved.
COMPANIES SHOULD CONSIDER
Innovation Marketing Shorter Lifecycles Wild Fire Niches vs Barriers to Entry
Personalized
eCommerce
Crowdsourcing
Limited editions
in F-stores
Consumers’ craving for “Fast Fashion” will demand a new operational standard
Mobile
commerce
sales: 2010-
2016 US$ bn
31
14
3
+48%
201620132010
© 2011 Accenture. All Rights Reserved.
COMPANIES SHOULD CONSIDER
Lack of trust Claims-Based Marketing The Empowered Consumer
Social Media
Transparency
Manufacturing and
supply chain
visibility
Keeping
promises
Transparency will be reality… consumers will demand results, not products
79% of Online
Shoppers
Demand
Delivery
Tracking
© 2011 Accenture. All Rights Reserved.
COMPANIES SHOULD CONSIDER
Collaboration for Talent, Capital, Process New logistics models Specialization for Growth
Shared
operations
between
competitors
Agile
recruiting
systems
Faster ways to
solve customers’
problems
Leading companies will ignite a dynamic network to deliver their solutions
© 2011 Accenture. All Rights Reserved.
What about the traditional channel? You will need distinctive capabilities to
create a PERFECT EXECUTION…
14
Virtual Environments
to pre – test
conditions
Field laboratory to monitor
Shopper Experience
Eye tracking
Virtual
Services
In Store Sensor –
Based monitoring
Experience Definition Optimize design and in-store activities
costs
Execution Monitoring Optimize Point of Sales execution while
reducing cost of control Digital
Merchandising
Integrated
Reporting Tools
Monitoring of the
execution Insights
generation
Sales and
Communication Improve ability to sell and engage
customers and consumers
Collaboration Service to improve
internal communications and
sharing
Communication Tools to
improve sales effectiveness
© 2011 Accenture. All Rights Reserved.
Purchase
3
… to be rewarded into the store.
... to create a COHERENT JOURNEY among all consumer touchpoints, both
physical and digital …
16
Pre-purchase
1
[type] How to clean …
No! A stain!
Get a mobile coupon …
2
Post- purchase
Sharing experience on social networks
4
… allows to receive a gift on a vending machine!
5
... or scanning the products ...
Human Digital Physical
© 2011 Accenture. All Rights Reserved.
This is today … and tomorrow??
17
© 2011 Accenture. All Rights Reserved.
Don’t forget the dark side of the digital consumer…
18
If you miss a clear strategy you can get lost in all available channels
Spot initiatives could be unnoticed and just dissipate investments
Consumers judge you for what you are doing, and they are demanding
Consumers are willing to share, but they don’t want to feel in the “big brother”
Social media could be a double cut weapon …
© 2011 Accenture. All Rights Reserved. 19
Consumers
….
Thank you