keynote changing consumer expections · powerpoint presentation author: sapient created date:...
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KEYNOTE – CHANGING CONSUMER EXPECTIONS
STEVE WHITE – VP OF COMMERCE STRATEGY AT
SAPIENTRAZORFISH
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 2
B A R T E R I N G6000 BCE
M A R K E T S100 CE
M O N E Y700 BCE
G E N E R A L S T O R E S1800 CE
S U P E R M A R K E T S1916 CE
D I G I T A L2007 CE
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2006
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2.30%
97.70%
E-commerce Retail
2006
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25.00%
75.00%
Cyber Monday Rest of Year
2006
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 14
“Don’t talk to strangers
on the internet.”
2 0 0 6
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 15
“Never get in a stranger’s car.”
2 0 0 6
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Literally use the internet to call
strangers and get in their car.2 0 1 6
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 17
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1
2
3
4
5
1
2
3
4
5
In the future of retail, we’re never not shopping.”
—Werner Reinartz, Harvard Business
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 19
In-Store
Lockers
Instant Delivery
Store
Finders
VR
Voice
Ordering
Mobile POS
At Home
Auto
Replenishment
At Work
Watch
Dash Button
ClientelingDash
Social
Buy Button
Outdoor
Advertising
Buy Button
In-Store
On the Go
Commute
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 20
Consumer Expectations Today
Trust
Social ProofAbsolute Value
Transparency
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 21
C O N S U M E R E X P E C T A T I O N S T O D A Y
TRUST
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 22
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 23
Trust
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 24
Trust
Earned
Owned
Paid
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 25
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 26
92 94 130 77Up to
110 1304.6
1.1
AOL TK-TJ Maxx
Heartland
Payment
Systems
Sony
PlayStation
Network Target Snapchat
Neiman
Marcus Ebay
200
4
2007 2009 2011 2013 2013-
2014
2013 2014
Breaches
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 27
Breaches
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 28
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 29
Consumer Expectations Today
SOCIAL PROOF
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 30
A principal of persuasion:
“People want to follow
the lead of individuals
around/like us.”
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 31
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 32
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 33
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 34
Q&A
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 35
User Generated Content
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 36
36
Jack Threads “Busy Shop”
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 37
Social Proof In-Store
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38© Copyright Publicis.Sapient | Confidential
SOCIAL PROOF IN-STORE
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39© Copyright Publicis.Sapient | Confidential
SOCIAL PROOF IN-STORE
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40© Copyright Publicis.Sapient | Confidential
SOCIAL PROOF IN-STORE
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41© Copyright Publicis.Sapient | Confidential
SOCIAL PROOF IN-STORE
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42© Copyright Publicis.Sapient | Confidential
SOCIAL PROOF IN-STORE
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 43
C O N S U M E R E X P E C T A T I O N S T O D A Y
ABSOLUTE VALUE
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 44
How People Used to Shop
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 45
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 46
Which hard drive should I buy?
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 47
How People Shop Now
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 48
Brand A
96.9%
Survival Rate
$199
Brand B
94.8%
Survival Rate
$129
Brand C
73.5%
Survival Rate
$109
Based on real-world experience of 25,000 drives used in a 24/7 data center by Backblaze.com
Amazon pricing, all prime eligible
Which hard drive should I buy?
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 49
“When quality was hard to predict, it
made sense to stick with a familiar
brand. But when you can quickly
assess the quality of things, loyalty
doesn’t help consumers as much.”
Itamar Simonson – Stanford Marketing Professor
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 50
Discount Tire
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 51
Consumer Expectations Today
TRANSPARENCY
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 52
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 53
Home Depot Lowes
Model # 46113101 Model #: 46110001
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 54
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 55
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 57
Always On Consumer
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 58
RIP: Price Obfuscation
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 59
TransparencyObfuscation
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 60
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 61
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 62
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 64
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 65
Consumer Expectations Today
Trust
Social ProofAbsolute Value
Transparency
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 67
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 68
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 69
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C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 70
THANK YOU
STEVE WHITE
@steveewhite
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