S T I R R I N G E M O T I O N S

M A K I N G T H E H U M A N C O N N E C T I O N

A L A S D A I R L E N N O X

E X E C U T I V E C R E A T I V E D I R E C T O R

@iSawThisMorning

@FITCHdesign

#StirringEmotions

T H E W O R L D ’ S L E A D I N G B R A N D & R E T A I L C O N S U L T A N C Y

/ 9 C O U N T R I E S .

/ 1 5 S T U D I O S .

/ 3 5 0 + A S S O C I A T E S .

adidas

Target

Sephora

Lowe’s

Samsung

Jack Daniels

Dell

H&M

PIRCH

Ford

Starbucks

Vivid Homes

Asian Paints

Lego

Hilton

T O D A Y :S T I R R I N G E M O T I O N S

P E A K E N D R U L E & C R E A T I N G M E M O R I E S

P R E V I E W O F T H E G R O U P X P E X P E R I E N C E I N D E X

Q & A

E M O T I O N S D I F F E R E N T I A T E H U M A N S F R O M O T H E R L I V I N G T H I N G S

T H E Y M A K E U S U N P R E D I C T A B L E , I M P U L S I V E A N D E N D L E S S L Y I N T E R E S T I N G

O U R E M O T I O N S A L L O W B R A N D S T O C O N N E C T I N A M O R E R E L E V A N T A N D C O M M E R C I A L W A Y

F R O M P S Y C H O L O G Y C O N C E P T T O B U S I N E S S A D V A N T A G E ?

T H E P O T E N T I A L F O R D E S I G N T O S T R A T E G I C A L L Y C R E A T E E M O T I O N S A N D B U I L D M E M O R I E S

B U S I N E S S E S A R E S E E I N G G R O W T H I N C O N S I D E R A T I O N A N D P U R C H A S E B Y C R A F T I N G E M O T I O N A L L YF O C U S E D I N T E R A C T I O N S

S T I R R I N G E M O T I O N S

T H E E I G H T C O R E H U M A N E M O T I O N S

I F Y O U R B R A N D W A N T S T O D I F F E R E N T I A T E L O N G T E R MA N D B E A S E R I A L I N N O V A T O R I T N E E D S T O L O C A T E I T S C O R E E M O T I O N

E M O T I O N S G O D E E P E R T H A N D I S R U P T I O N A N D G I V E B R A N D S T H A T A L L I M P O R T A N T N A R R A T I V E

H O W E V E R W E C A N U S E E M O T I O N S T O A T T A C HM E M O R A B L E J O U R N E Y S A N D I N T E R A C T I O N S T O Y O U R C U S T O M E R S .

LEVEL KIDS SURPRISE & WONDERMENT

ADIDAS BATTLE PACK ANGER & FEAR

PIRCH JOY

T H R E E D I F F E R E N T B R A N D S T H R E E C O R E E M O T I O N S :

LE V E L K ID SR E SU LT S:L E V E L K I D S A T T R A C T E D 2 0 0 L U X U R Y B R A N D S T O L E A S E S H O P - I N - S H O P S ,B R A N D S I N C L U D E B A B Y D I O R , R A L P H L A U R E N A N D D O L C E & G A B B A N A

F E A T U R E D O N T H E C O V E R O F O N E O F T H E U S ’ S L E A D I N G R E T A I L D E S I G N M A G A Z I C E S ( V M S D )

S T O R E D E S I G N O F T H E Y E A R A T T H E R E T A I L W E E K I N T E R I O R S A W A R D S I N T H E U K

T H E C H A L O U B G R O U P H A S R E C E I V E D N U M E R O U S H A N D W R I T T E N N O T E S F R O M C H I L D R E N E X P R E S S I N G T H E I R L O V E F O R F O R T H E S T O R E

A D ID A S R E SU LT S:M O S T T A L K E D A B O U T B R A N D A T T H E W O R L D C U P

4 T I M E S M O R E M E N T I O N S T H A N N E A R E S T C O M P E T I T O R

# A L L I N M O S T U S E D B R A N D H A S H T A G O N T W I T T E R

5 . 8 M I N C R E A S E I N F O L L O W E R S O N A D I D A S ’ M A J O R S O C I A L M E D I A P L A T F O R M S

A D I D A S E X C E E D E D € 2 . 2 B N F O O T B A L L S A L E S T A R G E T S

Get naked and try over 20 live shower heads

Show off your grill skills Cook on a $90,000 La Cornue

Play at events, large and small Learn with a world-renowned cheffriends and family welcomed

Enjoy a handcraftedCoffee on the house

P IR C HR E SU LT S:A V E R A G E 2 . 7 5 H R S D W E L L ( S A M E A S I K E A )

S A L E S H I G H E R T H A N A P P L E A C R O S S 2 5 K S Q U A R E F O O T

R A N K E D # 2 5 O N F O R B E S ’ M O S T P R O M I S I N G C O M P A N I E S

W E N E E D T O C R E A T E A R O L L E R C O A S T E R

O F E M O T I O N S

FINDING FOCUS WITH THE PEAK END RULE

Psychological theory of human behavior developedby Daniel Kahneman and Barbara Fredrickson

K E E P I N G T H E B R A N D T O P O F M I N D , D R I V I N G R E P E A T V I S I T S B O T H O N L I N E A N D I N S T O R E

WH Y ? :

T H I N K L I K E A F I L M D I R E C T O R

H O W? :

ROCK Y

R A C I N G U P T H E P H I L A D E L P H I A M U S E U M O F A R T S T E P S

T H E C O N C L U D I N G B A T T L E A G A I N S T A P O L L O

JA M ES BON D

T H E O P E N I N G S C E N E W I T H J A W - D R O P P I N G S T U N T S

T H E S P E C T A C U L A R L Y S U A V E C L O S I N G S C E N E A S J A M E S D R I V E S A W A Y

T H E E N D O F T H E E X P E R I E N C E

T h e f o r g o t t e n p a r t o f t h e c u s t o m e r e x p e r i e n c e

T o p 5 f r u s t r a t i o n s o f t h e o v e r a l l i n - s t o r e s h o p p i n g e x p e r i e n c e

W H Y R U I N A G R E A T I N - S T O R E E X P E R I N E C E W I T H A P O O R P A Y M E N T P R O C E S S ?

R e t a i l e r m u s t c h a n g e t h ed y n a m i c s o f h o w a n d w h e r ep e o p l e p a y t o r e d u c e f r i c t i o n

P a y a n y w h e r e

I n v i s i b l e p a y m e n t s f o r a t a n g i b l e e x p e r i e n c e

62%O f c o n s u m e r s w o u l d l i k e t o l e a v e h o m e w i t h o u t t h e i r w a l l e t

BUT DOES EXPERIENCE = REVENUE?

Group XP Experience Index 2017

BrandZ46 Countries

43,000 Brands

½ million pieces of data

3 years performance data

F O U R C O M P O N E N T S T O B U I L D E X P E R I E N C E V A L U E

Create…something unique

Engage…through integrated services and content

De l iver…on your mostimportant needs

Str ive…to make people’s future lives better

2017 Results Confidential until Oct. 12th.

FOR THE OFFICIAL LAUNCH OF THE GROUP XP EXPERIENCE INDEX 2017TUNE INTO THE LIVE WEBINAR ON 12th OCTOBER

Learn more at: www.group-xp.com

RETAIL STORES WILL CHANGE MORE OVER THE NEXT FIVE YEARS THAN THE LAST FIFTY

LOCATE THE CORE EMOTION OF YOUR BRAND

CONNECTING THE POWER OF MEMORIES TO REVENUEWITH THE PEAK END RULE

EVERY BRAND NEEDS AN EXPERIENCE SIGNATURE

D O W N L O A D O N S L I D E S H A R E

https://www.slideshare.net/FITCH_design

@iSawThisMorning

@FITCHdesign

#StirringEmotions