the consumer agenda by peter fisk
DESCRIPTION
Keynote presentation to World Retail Congress 2008 in Barcelona by Peter Fisk. Email [email protected] Website www.thegeniusworks.comTRANSCRIPT
The consumerThe consumeragenda 2008agenda 2008
Peter Fisk, World Retail Congress Barcelona 9 April 2008
theconsumer
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Barcelona, 9 April 2008 agenda
Challengesthe
consumer
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Challengesagenda
Complexitythe
consumer
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Complexityagenda
Women Luxury EntertainmentWomen y
YouthGlobalisers Digital
Boomers
GayHeritage
G
GayHeritage
PriceGreen
Adventurers
Differencesthe
consumer
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Differencesagenda
Every yearWe destroy 44 million acres of forestWe lose 100 million acres of farmlandWe create 15 million acres of new desertWe use 160 billion tons of waterOur population rise towards 9 billionThe rich get richerWe want more
Crisisthe
consumer
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Crisisagenda
Consumerbroader
Business
view
narrowview
Business Consumer
Perspectivethe
consumer
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Perspectiveagenda
theconsumer
agenda
Me
agenda
MeMy World
• Connected• Expression• Participation
The World
• Simple• Authentic• Good
Mewww.thegeniusworks.com © Peter Fisk 2008
Me
theconsumer
agenda
Me
agenda
Me
The World
• Simple
My
• Simple• Authentic• Good y
world
My worldwww.thegeniusworks.com © Peter Fisk 2008
My world
theconsumer
agenda
Me
agenda
Me
Theworld
My
world
yworld
The worldwww.thegeniusworks.com © Peter Fisk 2008
The world
theconsumer
agenda
Me
agenda
Right for me
• Personal• Wellbeing• Desire
My termsMy World
• ConnectedSpecial• Expression
• Participation
The WorldThe World
• Simple• Authentic
Personal
• Good
www.thegeniusworks.com © Peter Fisk 2008
Personal
theconsumer
agenda
Me
agenda
Healthy
• Personal• Wellbeing• Desire
WealthyMy World
• ConnectedHappy• Expression
• Participation
The WorldThe World
• Simple• Authentic
Wellbeing
• Good
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Wellbeing
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire AspirationalMy World
• ConnectingLuxury
• Expressing• Participating
The World
Escapism
The World
• Simple• Authentic
Desire
• Good
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Desire
theconsumer
agenda
Me
agenda
Passions• Personal• Wellbeing• Desire
BeliefsMy World
• ConnectingTribal• Expressing
• Participating
The WorldThe World
• Simple• Authentic
Connecting
• Good
www.thegeniusworks.com © Peter Fisk 2008
Connecting
theconsumer
agenda
Me
agenda
Identity
• Personal• Wellbeing• Desire
OpinionMy World
• ConnectingBelonging• Expressing
• Participating
The WorldThe World
• Simple• Authentic
Expressing
• Good
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Expressing
theconsumer
agenda
Me
agenda
Contributing
• Personal• Wellbeing• Desire
CollaboratingMy World
• ConnectingCo-creating• Expressing
• Participating
The WorldThe World
• Simple• Authentic
Participating
• Good
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Participating
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire FastMy World
• ConnectingRelevant
• Expressing• Participating
The World
Convenient
The World
• Simple• Authentic
Simple
• Good
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Simple
theconsumer
agenda
Me
agenda
Original
• Personal• Wellbeing• Desire
HeritageMy World
• ConnectingGenuine• Expressing
• Participating
The WorldThe World
• Simple• Authentic
Authentic
• Good
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Authentic
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire EthicalMy World
• ConnectedEnvironmental
• Expression• Participation
The World
Social
The World
• Simple• Authentic
Good
• Good
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Good
But it’s not easy …the
consumer
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But it s not easy …agenda
… engagement is weakthe
consumer
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… e gage e t s eaagenda
… trust is lowthe
consumer
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… trust is low agenda
… loyalty is rarethe
consumer
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… loyalty is rareagenda
$$%$Emotionalhuman
relationships
Rationalmaterial
transactions relationshipsand loyalty
transactionsand deals
However there is a better way …the
consumer
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However there is a better way …agenda
… to think like a consumerthe
customer
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… to think like a consumeragenda
What really matters?the
consumer
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What really matters?agenda
How do you engage today’s consumer?the
consumer
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How do you engage today s consumer?agenda
How can you understand them?the
consumer
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How can you understand them?agenda
How can you treat them differently?the
consumer
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How can you treat them differently?agenda
How can you connect them?the
consumer
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How can you connect them?agenda
How can you do more for them?the
consumer
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How can you do more for them?agenda
How can they love you?the
consumer
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How can they love you?agenda
theconsumer
agenda
MeMe
agenda
Me• Personal• Wellbeing• Desire
My World
• Connected• Expression• Participation
The WorldThe World
• Simple• Authentic
Me
• Good
www.thegeniusworks.com © Peter Fisk 2008
Me
theconsumer
agenda
MeMe
agenda
Me• Personal• Wellbeing• Desire
My World
• Connected
My• Expression• Participation
The World yworld
The World
• Simple• Authentic
My world
• Good
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My world
theconsumer
agenda
MeMe
agenda
Me• Personal• Wellbeing• Desire
Theworld
My World
• Connected
My
world• Expression• Participation
The World yworld
The World
• Simple• Authentic
The world
• Good
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The world
theconsumer
agenda
Me
agenda
Right for me
• Personal• Wellbeing• Desire
My termsMy World
• ConnectedSpecial• Expression
• Participation
The WorldThe World
• Simple• Authentic
Personal
• Good
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Personal
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connected• Expression• Participation
The WorldThe World
• Simple• Authentic
Amazon … getting to know me
• Good
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Amazon … getting to know me
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connected• Expression• Participation
The WorldThe World
• Simple• Authentic
Quintessentially … just for me
• Good
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Quintessentially … just for me
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connected• Expression• Participation
The WorldThe World
• Simple• Authentic
MyShape … my perfect fit
• Good
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MyShape … my perfect fit
theconsumer
agenda
Me
agenda
Healthy
• Personal• Wellbeing• Desire
WealthyMy World
• ConnectedHappy• Expression
• Participation
The WorldThe World
• Simple• Authentic
Wellbeing
• Good
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Wellbeing
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connected• Expression• Participation
The WorldThe World
• Simple• Authentic
Innocent … great tasting purity
• Good
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Innocent … great tasting purity
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connected• Expression• Participation
The WorldThe World
• Simple• Authentic
McDonalds … new organic kitchens
• Good
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McDonalds … new organic kitchens
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connected• Expression• Participation
The WorldThe World
• Simple• Authentic
The Police … making the most of life
• Good
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The Police … making the most of life
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire AspirationalMy World
• ConnectingLuxury
• Expressing• Participating
The World
Escapism
The World
• Simple• Authentic
Desire
• Good
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Desire
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connecting• Expressing• Participating
The WorldThe World
• Simple• Authentic
iPhone … I want one
• Good
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iPhone … I want one
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connecting• Expressing• Participating
The WorldThe World
• Simple• Authentic
Sample Lab … try everything
• Good
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Sample Lab … try everything
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connecting• Expressing• Participating
The WorldThe World
• Simple• Authentic
Adrenalin Store … shop n surf
• Good
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Adrenalin Store … shop n surf
theconsumer
agenda
Me
agenda
Passions• Personal• Wellbeing• Desire
BeliefsMy World
• ConnectingTribal• Expressing
• Participating
The WorldThe World
• Simple• Authentic
Connecting
• Good
www.thegeniusworks.com © Peter Fisk 2008
Connecting
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connecting• Expressing• Participating
The WorldThe World
• Simple• Authentic
Avon … bringing people together
• Good
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Avon … bringing people together
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connecting• Expressing• Participating
The WorldThe World
• Simple• Authentic
Nike women … people just like me
• Good
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Nike women … people just like me
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connecting• Expressing• Participating
The WorldThe World
• Simple• Authentic
Garden.com … sharing my passion
• Good
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Garden.com … sharing my passion
theconsumer
agenda
Me
agenda
Identity
• Personal• Wellbeing• Desire
OpinionMy World
• ConnectingBelonging• Expressing
• Participating
The WorldThe World
• Simple• Authentic
Expressing
• Good
www.thegeniusworks.com © Peter Fisk 2008
Expressing
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connecting• Expressing• Participating
The WorldThe World
• Simple• Authentic
Livestrong … I believe
• Good
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Livestrong … I believe
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connecting• Expressing• Participating
The WorldThe World
• Simple• Authentic
Facebook … all my friends
• Good
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Facebook … all my friends
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connecting• Expressing• Participating
The WorldThe World
• Simple• Authentic
Topshop … look what I bought
• Good
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Topshop … look what I bought
theconsumer
agenda
Me
agenda
Contributing
• Personal• Wellbeing• Desire
CollaboratingMy World
• ConnectingCo-creating• Expressing
• Participating
The WorldThe World
• Simple• Authentic
Participating
• Good
www.thegeniusworks.com © Peter Fisk 2008
Participating
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connecting• Expressing• Participating
The WorldThe World
• Simple• Authentic
Barcelona FC … my kind of people
• Good
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Barcelona FC … my kind of people
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connecting• Expressing• Participating
The WorldThe World
• Simple• Authentic
Jones Soda … designed by me
• Good
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Jones Soda … designed by me
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connecting• Expressing• Participating
The WorldThe World
• Simple• Authentic
Tripadvisor … recommended by you
• Good
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Tripadvisor … recommended by you
theconsumer
agenda
Me
agenda
• M Personal• Wellbeing• Desire
My World
• Connecting• Expressing• Participating
The WorldThe World
• Simple• Authentic
Simple
• Good
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Simple
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connecting• Expressing• Participating
The WorldThe World
• Simple• Authentic
Apple … humanising technology
• Good
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Apple … humanising technology
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connecting• Expressing• Participating
The WorldThe World
• Simple• Authentic
MyDeco … bringing it together
• Good
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MyDeco … bringing it together
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connecting• Expressing• Participating
The WorldThe World
• Simple• Authentic
3Luxe … best of the best
• Good
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3Luxe … best of the best
theconsumer
agenda
Me
agenda
Original
• Personal• Wellbeing• Desire
HeritageMy World
• ConnectingGenuine• Expressing
• Participating
The WorldThe World
• Simple• Authentic
Authentic
• Good
www.thegeniusworks.com © Peter Fisk 2008
Authentic
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connecting• Expressing• Participating
The WorldThe World
• Simple• Authentic
Kikkoman … the real thing
• Good
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Kikkoman … the real thing
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connecting• Expressing• Participating
The WorldThe World
• Simple• Authentic
Stenders … living history
• Good
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Stenders … living history
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connecting• Expressing• Participating
The WorldThe World
• Simple• Authentic
Wholefoods … natural world
• Good
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Wholefoods … natural world
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire EthicalMy World
• ConnectedEnvironmental
• Expression• Participation
The World
Social
The World
• Simple• Authentic
Good
• Good
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Good
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connected• Expression• Participation
The WorldThe World
• Simple• Authentic
Toyota … cool hybrids
• Good
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Toyota … cool hybrids
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connected• Expression• Participation
The WorldThe World
• Simple• Authentic
Visa … swap shop
• Good
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Visa … swap shop
theconsumer
agenda
Me
agenda
• Personal• Wellbeing• Desire
My World
• Connected• Expression• Participation
The WorldThe World
• Simple• Authentic
M&S … making green normal
• Good
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M&S … making green normal
See things differentlythe
consumer
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See things differentlyagenda
Inspire your consumersthe
consumer
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Inspire your consumersagenda
Be humanthe
consumer
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Be humanagenda
Enable them to do morethe
consumer
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Enable them to do moreagenda
Be specialthe
consumer
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Be specialagenda
Stop thinking like a retailer …the
consumer
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Stop thinking like a retailer …agenda
[email protected] theGeniusWorks com/downloads… start thinking like a real person
theconsumer
www.thegeniusworks.com © Peter Fisk 2008
www.theGeniusWorks.com/downloads… start thinking like a real personagenda
[email protected] theGeniusWorks com/downloadsOpen your eyes
theconsumer
www.thegeniusworks.com © Peter Fisk 2008
www.theGeniusWorks.com/downloadsOpen your eyesagenda
[email protected] theGeniusWorks com/downloads… to a better world
theconsumer
www.thegeniusworks.com © Peter Fisk 2008
www.theGeniusWorks.com/downloads… to a better worldagenda
Peter Fisk is an experienced strategist and marketer, having spent many years working with the likes of American Express and British Airways, Coca Cola and Marks & Spencer, p y pBT and Cable & Wireless, Microsoft and Philips, O2 and Vodafone.
He is author of the new best-selling book Marketing Genius which explores the left and right-brain opportunities for marketing to deliver extraordinary results in today’s complex
k t ( M k ti G i Li ) H i l th th f B i G imarkets. (www.MarketingGeniusLive.com). He is also the author of Business Genius, an inspirational guide to entrepreneurial growth, to be published on 15 March 2008.
Peter is founder of The Genius Works (www.thegeniusworks.com) , which creates and delivers inspirational events executive development and consulting solutionsdelivers inspirational events, executive development and consulting solutions.
Marketing Genius has sold over 20000 copies since its launch in Spring 2006, and is being translated into 26 different languages. He is now writing two new books – Business Genius on how accelerate more profitable, sustainable growth ; and Green Business on p , g ;how to achieve commercial success by doing the right thing ethically and environmentally
He was previously the CEO of the world's largest marketing organisation, the Chartered Institute of Marketing, Partner at strategic innovation firm The Foundation, Managing Di t f B d Fi l d th l b l k ti lti t f PA C ltiDirector of Brand Finance, led the global marketing consulting team of PA Consulting Group, and managed brands and strategy at British Airways.
He is an international speaker on all aspects of strategy, marketing and innovation, and continues to advise some the world’s leading brands Business Strategy Review recentlycontinues to advise some the world s leading brands. Business Strategy Review recently described him as “one of the most important new business thinkers”.
www.thegeniusworks.com © Peter Fisk 2008
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