Andrew Warren-Payne

Senior Research Analyst

@agwp

The Future by FiguresApril 1st 2014, FeWeb, Brussels

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The Gap

The Behaviour

The Device

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1994 Netscape browser released

Where have we come from?

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1994 Netscape browser released

2014 $1.2 trillion sold online

Where have we come from?

Source: eMarketer

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Photo credit: Mark Hilary on Flickr

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“A great customer experience is key to driving brand loyalty.” 89%

Source: Econsultancy / Sitecore Customer Lifetime Value Report

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“A great customer experience is key to driving brand loyalty.”

“We understand the key digital touchpoints within the customer lifecycle.”

89%

55%

Source: Econsultancy / Sitecore Customer Lifetime Value Report

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Photo credit: 123dan321 on stock.xchng

Source: Econsultancy / Whatusers Do UX Survey Report

of companies say they are committed to delivering good UX.78%

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Photo credit: 123dan321 on stock.xchng

Source: Econsultancy / Whatusers Do UX Survey Report

of companies do user experience testing.55%

of companies say they are committed to delivering good UX.78%

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Just 16% of companies have integrated customer touchpoints across physical and digital to a “large extent”.

Source: IBM C-Suite Study

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Photo credit: Magnus D on Flickr

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| The Future by Figures| 13Photo credit: Andy Harding, House of Fraser

The Behaviour…

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2,000 consumers told us about retail

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say multichannel shopping is “very important”40%

Source: Multichannel Retail Survey

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Multichannel cuts across all age groups

18 - 34 35 - 54 55 +

53%

38%28%

37%

49%

54%

11% 13% 18%

Source: Multichannel Retail Survey

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Mobile users are nearly twice as likely to visit brand websites…

…and nearly twice as likely to shop from more than four retailers.

Source: Compete

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Photo credit: nkzs on stock.xchng

Multichannel consumers are much more profitable

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Multichannel customers spend 3.5x more than

others

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Photo credit: wikimedia.org

The Device…

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Photo credit: wikimedia.org

If more than half of shoppers are multichannel (online and offline) today…

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Photo credit: wikimedia.org

If more than half of shoppers are multichannel (online and offline) today…

…how will they shop in the future?

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1950s The experience of the store

2010s The experience of the screen

2020s The experience of the connected device

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The Explosion in Figures

2009 0.9bn connected devices

Source: Gartner. Figures exclude smartphones, tablets and PCs.

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The Explosion in Figures

2009 0.9bn connected devices

2020 26bn connected devices

Source: Gartner. Figures exclude smartphones, tablets and PCs.

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Ask Yourself: How can my brand use devices to transform the lives of our customers?

Source: Adapted from Pine and Gilmore, The Experience Economy(in Econsultancy’s Progression of Agency Value Report)

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Ask Yourself: How can my brand use devices to transform the lives of our customers?

Source: Adapted from Pine and Gilmore, The Experience Economy(in Econsultancy’s Progression of Agency Value Report)

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STORE

SCREENCONNECTED DEVICE

1010

1010

1010

0101

0101

0101

101010101010

010101010101

Which connected device provides the right door for

a transformative experience?

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Mind the Gap!

Photo credit: R Henlsey on flickr

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Econsultancy reports

Customer Lifetime Value Report

https://econsultancy.com/reports/customer-lifetime-value

User Experience Survey Report

https://econsultancy.com/reports/user-experience-survey-report

The Progression of Agency Value

https://econsultancy.com/reports/the-progression-of-agency-value

The Multichannel Retail Survey

https://econsultancy.com/reports/the-multichannel-retail-survey

Digital Transformation: Agility and Innovation Best Practice Guide

https://econsultancy.com/reports/digital-transformation-agility-and-innovation-best-practice-guide