retail 2020 by dominique bonnafoux
TRANSCRIPT
Dominique BonnafouxSenior Strategist
@FITCHdesign #Pulse16
RETAIL 2020
THE FUNDAMENTALS OF WHAT A STORE ‘IS’ (ITS PURPOSE AND FUNCTION) ARE IN FLUX
RETAIL WILL CHANGE MORE IN THE NEXT 5 YEARS THAN IT DID IN THE LAST 50
THIS CHANGE IS NOT JUST DRIVEN BY ECONOMIC PRODUCT OR INDUSTRY TRENDS (ALTHOUGH THEY
REMAIN AN INFLUENCE).
RATHER, TOMORROW’S STORE IS BEING SHAPED BY NEXT GEN SHOPPERS’
BEHAVIOURS, NEEDS AND DEMANDS.Benetton
DEMOGRAPHIC BLURRINGWhat Gen Z do in their spare time37% listening to music27% reading 17% reviewing social media16% playing video games
Source: Nielsen 2015
Boomers are most likely to be distracted by tech at mealtimes52% are connected while eating, compared to 40% of Millennials
RETAIL’S NEW REALITY
IS SHOPPERS THAT ARE ‘IN A CONSTANT STATE OF PARTIAL ATTENTION’
A GROUP FOR WHOM THE THRILL OF THE NEW AND THE NEXT GREATLY MATTER…
…NOT TO THE DETRIMENT OF SOCIAL RESPONSIBILITY
A GROUP FOR WHOM THE THRILL OF THE NEW AND THE NEXT GREATLY MATTER…
CONSUMERS WHO ARE REWRITING THE RULES OF DEMAND...
AND THEREFORE, BY PROXY, THE RULES OF SUPPLY
CONSUMERS WHO ARE REWRITING THE RULES OF DEMAND...
ENGAGING CUSTOMERS SHOPPING IN A CONSTANT STATE OF PARTIAL ATTENTION
ENGAGEMENT - BEFORE
IKEA, Sydney Louis Vuitton, Miami FL IBM Food Truck, Austin TX
VISUAL DISRUPTION CHAMELEON STORES OUT OF CATEGORY
ENGAGEMENT - NOW
Marriott ibeacons, US Carphone Warehouse, UK Adidas Neo, Berlin
TIME & SPACE INSTANT INFO SEAMLESS
ENGAGEMENT - NEXT
Metaio, Germany BA, UK Doppel, US
INTERACTIVE SURFACES RESPONSIVE WEARABLES
MEMORABLE EXPERIENCES TRUMP BUYING ‘STUFF’
Peak Performance, US
CREATE EXPERIENCES THAT PROMPT CONVERSATIONS
EXPERIENCE - BEFORE
Meat Pack, Guatemala Nike Run Club, Amsterdam Frank Bank, Singapore
LIVE ADVENTURES SOCIAL EVENTS DIALOGUE
EXPERIENCE - NOW
Apolosophy, Stockholm Globetrotter, Berlin PIRCH, USA
PHYSICAL DIGITAL POWER OF PLAY SENSORY SPACES
EXPERIENCE - NEXT
Dior VR, Paris Fiat Live Store, Sao Paulo B&Q Vivid, Shanghai
VIRTUAL REALITY REMOTE INTERACTION SIMULATIONS
THE HIGHEST CURRENCY FOR THESE CONSUMERS WILL BE RELEVANCE
PERSONALISATION MEANS THE ‘ONE SIZE FITS ALL’ APPROACH IS OVER
PERSONALISATION - BEFORE
Dunhill House, Shanghai Cookhouse, Berlin Papabubble, Tokyo
HERITAGE EDUCATION WORKER THEATRE
PERSONALISATION - NOW
Audi City, London Lego Cuusoo Nixon Watches, Paris
TOOLS REWARDS IN-STORE CUSTOM
PERSONALISATION - NEXT
Google Project Ara Normal Earphones, New York GENEU, London
MODULAR PRODUCTS UNIQUE QUANTIFIED SELF
BEYOND LOCATION AND TRANSACTIONDYNAMIC LIFESTYLE VENUES
INSPIRING EXPLORATION AND DREAMING
THIS IS THE PACE THE NEW SHOPPER IS USED TO, IT’S WHAT THEY EXPECT
GOOD ENOUGH, NEW, NOW.
