Post on 28-Nov-2014
description
Når mennesker går i butikker New Retail Day ‘14
Filip Lau, ReD Associates 6. maj 2014
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At ReD, we put a deep understanding of real people back at the center of business decision-making. Our teams solve some of today’s hardest problems.
R E D A S S O C I A T E S
Copenhagen & New York
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DRIVING INNOVATION
ReD Associates is an innovation consultancy
that helps clients achieve top line growth.
PEOPLE �CENTERED
We are specialists at uncovering customers’
needs and use insights to reinvent existing categories, identify new markets and develop new sources of
growth.
SOCIAL SCIENCE ENGINE
Our core tool is the application of social science methods and theories of human
behaviour to solve non-linear business problems.
Our proposition
Facts in Brief
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DISCIPLINES
Our staff are trained in the human
sciences, i.e. anthropology, sociology, ethnography, psychology, etc.
Each staff member goes through an internal two-year training programme
focusing on business thinking and commercial implications
65 consultants in two offices. 17 languages
and 15 nationalities. Offices in Copenhagen, New York and satellites in
Shanghai and London
LEADERSHIP Charlotte Vangsgaard – Managing Partner
Mikkel B. Rasmussen – Senior Partner, EU Christian Madsbjerg – Senior Partner, US Filip Lau, Jun Lee, Mikkel Brok-Kristensen
& Charles Hill
PRACTICES Product and Service Development Commercial Growth Organizational Performance
KEY INDUSTRY SECTORS Consumer Electronics
Health and Medical Devices Consumer products Business-to-business
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Sensemaking is described�in the book ‘The Moment�of Clarity’
‘Increase the sales of jerseys �around WC14’
‘Exploit the commercial potential�of emerging markets’
‘Increase market share in the RTD category in China’
Assess possibility to expand market through increased patient compliance’
‘How to create more impactful packaging for our men’s range?’
We call our approach ‘sensemaking’. Basically, it is about turning a business problem into a phenomenon
What is the new take on �national identity?
What does ‘play’ mean to�Chinese kids and parents?
It describes how business problems can be solved…
…by reframing the business problems into phenomena
The Moment of Clarity is written by ReD’s two directors, Mikkel B. Rasmussen and Christian Madsbjerg. It was published in 2014 on Harvard Business Review Press
What is the culture of tea?
Why are people not taking �their vital medicine?
What is masculinity?
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Ærlig talt, så ved vi hos ReD kun lidt om
at drive detailhandel…
…Ligesom vi også ved en del om
hvordan vores kunder tænker detail-leddet i
deres strategi og planer for innovation.
…Men vi ved meget om hvordan folk
handler ind og hvad oplevelsen i butikken
betyder for dem…
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Vores perspektiv på detailhandel kommer fra en forståelse af forbrugernes relation til de produkter virksomheder sælger – og detailhandelens rolle som ‘mediator’
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2 + 2 + 1
1. �Myten om den rationelle forbruger
Altid billigst online
“Mange af kunderne er nogle hyklere. De kommer ind i butikken og lader som om, at de vil købe et køkken. De får en masse gratis vejledning af det velvillige personale. Køkkendesign, farvevalg, navne og mål på materialer osv. De noterer samtlige detaljer og forsvinder så ud af butikken. Over nettet derhjemme kan de nemlig bestille alle dele til det designede køkken hos en billigere leverandør.” �– Læserbrev i Information, 21, november 2013
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Med nye digitale løsninger kan forbrugerne få det billigste produkt nemt og hurtigt
IGÅR De handlende har kontrollen
I det øjeblik den handlende går gennem døren har forretningen fuld kontrol over oplevelsen, prisen, service.
I DAG Kunden har kontrollen
“Ever wondered if you were getting the best price on a product when you were out shopping? … Price Check enables you to search Amazon
products quickly using barcode, picture, voice, and text search.” – Amazon Price Check app
Project: SAM28 Digital Signage
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Hvis prisen er det afgørende parameter, er der særlige steder forbrugerne går hen – især hvis ikke de ved så meget om kategorien
Project: ADI12
Less knowledgeable big box store High volume, national visibility, low prices, low customer service. Brands
compete by owning shelf space.
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On your own navigating a wall of shoes
The person at Dick’s couldn’t tell Ben anything about the different shoes—and Ben wouldn’t have believed him anyway. “I hate the salespeople,” he scoffed, as he searched in futility for someone to retrieve a pair of shoes for him. This was a common experience in big box stores, which provide little assistance for picking out a model.
Project: ADI12
Og det er ikke service og god betjening de leder efter…
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Vi ser en helt anden tendens blandt vidende forbrugere: nemlig at de har en relation til butikken, og efterspørger et veluddannet personale
Project: ADI12
More knowledgeable Run specialty store Low volume, local visibility, high customer service. Acts as a community
center. Brands compete by getting salespeople to recommend shoes.
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Det er ikke specialbutikkerne der har den største udfordring. Det er de “fysiske Amazons”
“The more you are like a warehouse, the more Amazon is going to crush you.”
Lee Petersen, WD Partners
2. �Den nysgerrige forbruger Hvad forbrugerne ønsker af en god købsoplevelse
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I 1990’erne levede ideen om ‘mennesket som forbruger’ i bedste velgående – livet handlede om ‘shopping and fucking’
Sociologien er fyldt med teorier og studier om hvordan forbrug og identitet hænger tæt sammen
Pierre Bourdieu (1930 – 2002)
20 Projects: PER Baby Boomers
Mød Susan der handler ind i Waitrose i London
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#1. EKSPERTISE OG KURATERING
Forbrugerne forventer et højt vidensniveau af de
ansatte i butikker der ikke er positioneret discount
og lavpris – og at vareudbuddet er
kurateret omkring en idé
#2. RELEVANT INFORMATION
Forbrugerne finder nye digitale info-løsninger
relevante hvis brugeroplevelsen er
bekvem og værdiskabende
#3. BEKVEM �SHOPPING
Forbrugerne er interesserede i relaterede
services der ligger udenfor butikken
I dag ser vi tre ting forbrugerne søger når de går handler ind
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Forbrugerne er overvældede af valgmuligheder – og det betyder at de i stigende grad rådfører sig hos kuratorer af god smag. De ønsker ekspertvejledning i butikken Eksempel: Tsutaya Books, Tokyo
23 DESK RESEARCH: http://www.vendhq.com/retail-trends-and-predictions ; http://www.deloitte.com/assets/Dcom-Germany/Local%20Assets/Images/06_CBuT/ ; http://hbr.org/2011/12/retail-isnt-broken-stores-are/ar/12013/CB_R_store_of_the_future_2013.pdf
…Og det er ikke et niche-fænomen Eksempler: Apple og Nespresso
Apple excels as this through employing Apple aficionados to champion their products
Nespresso store staff also offer expert service, helping new and existing customers navigate Nespresso’s machine and coffee range
“This implies a change in the role of the store associate. They now become brand advocates and start to play a key role in the execution of new customer experiences in stores. Retailers will need to re-evaluate their talent management strategy and the implications on aspects such as training and pay structures. Store associates need to adapt change to reflect the changes in customer behaviours. Customers want sales assistants that they can relate to and who will provide relevant advice.”
Deloitte Analysis
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So far, in-store ‘kiosks’ feel like work
Forbrugerne finder nye digitale info-løsninger relevante hvis brugeroplevelsen er bekvem og værdiskabende
Feels like work: Clairols’ “Find your Color” kiosk at Walmart
Brands are waiting for proven formats
Could new technology help?: Lego’s in-store AR
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Integrating design and services across all channels
Forbrugerne er interesserede i relaterede services der ligger udenfor butikken �Eksempel: Urban Outfitters booster salget i butikken ved at tilbyde hjemmelevering gennem salgspersonalet
Aiming to be customer-centered, not channel-centered
1. http://www.oracle.com/oms/retail/connected-interactions-1527306.pdf 2. http://www.starmount.com/news/mobile-in-retail-everybodys-doing-it-and-so-should-you 3. http://www.mobilecommercedaily.com/urban-outfitters-taps-print-catalog-to-drive-mobile-sales
United cross-channel experience boosting sales & profits
• Streamlined design across all channels • Use of mobile devices in store as POS, to check stocks, manage returns and check availability of products in near-by stores and online
• Pick up products ordered online in store • Order clothes online in store • Email in-store receipts • Boasted a 72% single-quarter profit in 2011, whilst other retailers struggled in a grim financial situation • Use of mobile devices in holiday season 2011 created a record high 11% year-over-year holiday sales growth
3. �Brands’ drømmeposition i butikken Brands ønsker at kontrollere købsoplevelsen hos tredjepart - detailleddet
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…Og sådan ser den tilsvarende ‘retail experience’ ud hos designenheden hos det brand butikken sælger
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CREATE#THE#INSIGHT#
Øvelsen er også interessant den anden vej rundt – her et foto af den ideelle bar hvis man spørger Carlsberg…
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CREATE#THE#INSIGHT#
Øvelsen er også interessant den anden vej rundt – her et foto af den ideelle bar hvis man spørger Carlsberg…
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CREATE#THE#INSIGHT#
Nede i kælderen ligger Alistair’s ‘Box of Crap’
4. �Kanaler skifter – og pludselig bliver detail-
leddet interessant Brands er i tvivl om hvordan de kan være med i en meningsfuld
dialog med butikker og kæder
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We have primarily targeted the Off Trade indirectly by teaching our consumers how to enjoy our brands On Trade expecting them to repeat this behaviour off trade
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Susan in Waitrose (London)
1. Myten om den rationelle forbruger�
2. Den nysgerrige forbruger�
3. Brands’ drømmeposition i butikken �
4. Kanaler skifter – og pludselig bliver detail-leddet interessant
Konklusion og spørgsmål
• Hvis pris ikke er den afgørende grund for forbrugeren til at handle hos os hvad er det så?
• Hvordan kan vi give vores kunder følelsen af en kurateret, venlig og ekspertbaseret oplevelse?
• Hvad kan vi tilbyde brands er mere værdifuldt for dem end ‘brand presence’
• Hvordan kan vi øge forbrugernes oplevede værdi af en vare eller en kategori i butikken?