KEEPING PACE WITH TODAY'S CONSUMERS IN THE EVER CHANGING RETAIL

ENVIRONMENT

AS THE PHYSICAL AND DIGITAL BATTLE FOR CONSUMERS RAGES ON.

THE GAP BETWEEN THE LIVE ENVIRONMENT AND THE DIGITAL

ENVIRONMENT IS BECOMING MORE AND MORE BLURRED.

BRANDS ARE STARTING TO SEE MORE AND MORE

OPPORTUNITIES TO ENGAGE.

TECHNOLOGY BECOMES MORE AND MORE ACCEPTED IN

EVERYDAY LIFE.

THE MORE DATA ABOUT OUR LIVES AND OUR CONSUMPTION CHOICES BECOMES

AVAILABLE.

THE MORE THE BRAND LEARNS THROUGH RESEARCH AND

INSIGHT…THE MORE THE CONSUMER

BAFFLES US WITH THEIR EVER CHANGING BEHAVIOURS.

TODAY’S CONSUMERS WANT MORE AND TODAY’S CONSUMERS WANT IT

NOW!

TODAY’S CONSUMERS ARE TAKING MORE AND MORE CONTROL OVER

THEIR CONSUMPTION AND EXPERIENCE CHOICES.

YET…MORE AND MORE BRANDS ARE LOSING THE CONSUMER IN THE GAP BETWEEN THE PHYSICAL AND THE

DIGITAL EXPERIENCE.

SO WHAT ARE THE ANSWERS? WHAT ARE THE SOLUTIONS?

HOW DO WE UNDERSTAND THE CONSUMER? HOW DO WE ADAPT AND SURVIVE THE

ONGOING BATTLE FOR COMMITMENT AND PURCHASE FROM THE CONSUMER?

THE RISE OF OMNI-CHANNEL

SO, OMNI-CHANNEL CONSUMPTION IS BECOMING MORE AND MORE

IMPORTANT TO BOTH THE BRAND AND THE CONSUMER.

OMNI-CHANNEL HAS BECOME A BIG BUZZWORD OVER THE PAST FEW YEARS… BUT VERY FEW COMPANIES ARE DOING IT OR DOING

IT WELL!

HOW DO WE DEFINE OMNI-CHANNEL TODAY?

WHO CARES!!!IT’S SIMPLE… IF YOU DO NOT HAVE

A MULTI PLATFORM SALES STRATEGY, THEN YOU DON’T HAVE A

SALES STRATEGY.

MORE IMPORTANT IS UNDERSTANDING WHERE DOES THE JOURNEY BEGIN TODAY FOR

CUSTOMERS?

MARKETERS MUST INVESTIGATE WHAT FACTORS (BE IT HABIT, CHOICE, CONVENIENCE, LIFESTYLE)

WILL LEAD TO WHERE IT WILL END (WHAT WE MIGHT KNOW AS PATH

TO PURCHASE)

THE OMNI-CHANNEL EXPERIENCE DOESN’T JUST START WITH THE CUSTOMER, IT STARTS WITH THE

EMPLOYEE!UNIFICATION IS KEY AND ALL ELEMENTS OF THE SHOPPER EXPERIENCE MUST BE TIED TOGETHER

AS ONE!

CONSUMER CONTROL

THE BLENDING OF PHYSICAL AND DIGITAL THROUGH THIS IS A BIG SIGN ALSO THAT SHOPPERS WANT

MORE CONTROL. THEY DON’T WANT TO ASK…THEY WANT IT NOW!

A SEAMLESS SOCIETY

WE’VE OBVIOUSLY SEEN THE BENEFIT THAT CONTACTLESS PAYMENTS HAS BROUGHT TO THE

RETAIL WORLD AND THEIR INTEGRATION HAS ONLY ACCELERATED CONVERSION RATES IN SHOPPING

EXPERIENCES. RETAILERS ARE CONSTANTLY EXPLORING MORE WAYS TO REDUCE THESE GAPS

AND SPEED UP THE WHOLE CUSTOMER EXPERIENCE.

WHERE IS THE NEXT ADVANCEMENT OF TECHNOLOGY PAYMENT?

WEARABLE TECH, PRE-PAID APPS, BIOMETRICS?

CONVENIENCEPERSONALHABITBEHAVIOURTRANSPARENCYSECURESPEEDSIMPLE

ANYTHING EMPLOYED IN RETAIL EXPERIENCES WILL BE IN RESPONSE TO THESE KEY NEEDS FROM A SHOPPER’S EXPERIENCE:

AND WHAT WILL CONTINUE TO BE THE CATALYST FOR CHANGE IN ALL THIS?

THE CUSTOMER!

FREQUENTLY ASKED QUESTIONS?ARE OUR RETAIL EXPERIENCES BECOMING ANTI-SOCIAL THEN? IS THIS A SIGN THAT RETAIL EXPERIENCES ARE BECOMING MORE

DE-HUMANISED AND LESS PHYSICAL COMMUNICATIONS AND INTERACTIONS ARE WANTED BY THE CONSUMER?

OR IS IT THAT TECHNOLOGY IS HELPING REDUCE THE GAP AND GRADUALLY CHANGING THE WAY SHOPPERS SHOP FOR THE

BETTER? ARE THE GAPS GETTING SMALLER AND THE CONVERSIONS BIGGER?

• LISTEN, INTERPRET, DELIGHT• PERSONALISATION, PERSONALISATION, PERSONALISATION!• CUSTOMERS WANT TO BE INFORMED. GIVE THEM THE TOOLS TO DO THIS, BUT ALWAYS…• …REMEMBER TO KEEP IT SIMPLE!• CUSTOMERS WANT IT NOW! AND THAT DOESN’T JUST RELATE TO THE PRODUCT, IT TRANSCENDS

TO ALL FACETS OF THE SHOPPING EXPERIENCE• BE RELEVANT!• FOCUS ON THE CONSUMER NOT THE CHANNEL! BUT ENSURE YOU’RE STILL WELL COVERED!• DO NOT (BE AFRAID TO) DISTURB! – UNDERSTAND YOUR SHOPPER’S EXPERIENCE IS UNLIKELY TO

END IN-STORE…ENSURE THEN YOU’RE WELL PREPARED TO EITHER RETAIN YOUR CUSTOMER IN-STORE OR EQUIPPED TO HELP THEM COMPLETE THEIR JOURNEY AT HOME…WITH YOU!

TAKE-AWAYS TO HELP YOU THROUGH THE MINEFIELD