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The impact of technology on retail brand experience

1 / The impact of technology on retail brand experience / Jason Pollard

The impact of technology on retail brand experience

2 / The impact of technology on retail brand experience / Jason Pollard

Traditional retail experience

AWARENESS RETAIL EXPERIENCE

STORE

3 / The impact of technology on retail brand experience / Jason Pollard

AWARENESS RETAIL EXPERIENCE

Personal + Retail

Personal + Retail

Developing retail experience

Omnichannelretailing

STORE

4 / The impact of technology on retail brand experience / Jason Pollard

AWARENESS RETAIL EXPERIENCE

Personal + Retail

Personal + Retail

Developing retail experience

Constant connectivity

STORE

5 / The impact of technology on retail brand experience / Jason Pollard

AWARENESS RETAIL EXPERIENCE

Personal + Retail

Coming soon to a TV near you

Personal + Retail

Developing retail experience

STORE

6 / The impact of technology on retail brand experience / Jason Pollard

Sellingideas

(brand experience)

Selling goods

What does this mean to retail?

7 / The impact of technology on retail brand experience / Jason Pollard

Benefit

Try on before buying online

What does this mean to retail?

8 / The impact of technology on retail brand experience / Jason Pollard

What does this mean to retail?

9 / The impact of technology on retail brand experience / Jason Pollard

“For its first store in the United States, Samsung, the South Korean electronics company, took an unconventional route: it refused to sell anything.

Having leased 10,000sqft, or 929sqm, of astoundingly expensive real estate in midtown Manhattan, it instead incouraged customers to commune with its products - to check e-mail on Samsung computers, watch reality shows on Samsung flat-screen televisions and make long-distance calls on Samsung cellphones.

Samsung called the new concept an ’experience store’, and despite fears from the shopping centre’s owners that it would become a costly nap room for New York’s huddled masses, the idea has caught fire.

No shopping, only loitering

What does this mean to retail?

10 / The impact of technology on retail brand experience / Jason Pollard

What does this mean to retail?

Benefit

Convenient convenience

11 / The impact of technology on retail brand experience / Jason Pollard

What does this mean to retail?

Benefit

Shop straight from your magazine

12 / The impact of technology on retail brand experience / Jason Pollard

What does this mean to retail?

13 / The impact of technology on retail brand experience / Jason Pollard

What does this mean to retail?

14 / The impact of technology on retail brand experience / Jason Pollard

What does this mean to retail?

15 / The impact of technology on retail brand experience / Jason Pollard

It also means we can capture the imagination of our audience like never before...

16 / The impact of technology on retail brand experience / Jason Pollard

What does this mean to customers?

HAVE TO GO

CompareOpinionPrice

AvailabilityFeatures

Promotions

Rational

17 / The impact of technology on retail brand experience / Jason Pollard

What does this mean to customers?

HAVE TO GO

CompareOpinionPrice

AvailabilityFeatures

Promotions

WANT TO GO

Touch / Play / TryPersonalisationConversationReassuranceNegotiation

Rational Emotional

18 / The impact of technology on retail brand experience / Jason Pollard

CUSTOMER

Customers are smarter and more empowered, with instant access to information anywhere

They therefore, have less need to go to store.

When they do they expect more.

What does this mean to customers?

19 / The impact of technology on retail brand experience / Jason Pollard

CUSTOMER BRAND

Customers are smarter and more empowered, with instant access to information anywhere

They therefore, have less need to go to store.

When they do they expect more.

As shopping becomes even more of a leisure

activity

Brands will have to seek creative

and exciting ways to engage with their audience.

What does this mean to customers?

20 / The impact of technology on retail brand experience / Jason Pollard

The single biggest opportunity to

forge customer relationships...

What does this mean for retail brands?

21 / The impact of technology on retail brand experience / Jason Pollard

... is to give memorable store

experiences

The single biggest opportunity to

forge customer relationships...

What does this mean for retail brands?

22 / The impact of technology on retail brand experience / Jason Pollard

How we are getting closer...

23 / The impact of technology on retail brand experience / Jason Pollard

24 / The impact of technology on retail brand experience / Jason Pollard

I am not the same as 23% of your customers

25 / The impact of technology on retail brand experience / Jason Pollard

Respect me Know me and how I live Give me what I need Allow me to choose

26 / The impact of technology on retail brand experience / Jason Pollard

WARRIORBUSINESSMAN

ACCOUNTANT

HUSBAND

VOLUNTEER

GENIUS

MENTOR

MUSICIAN

TEACHER

27 / The impact of technology on retail brand experience / Jason Pollard

BUSINESSMANCOMPOSER

SUPERHERO

ARTIST

FATHER

FRIEND

MENTOR

FILM MAKER

STUDENT

28 / The impact of technology on retail brand experience / Jason Pollard

Everyday people do remarkable things

powered by

29 / The impact of technology on retail brand experience / Jason Pollard

30 / The impact of technology on retail brand experience / Jason Pollard

31 / The impact of technology on retail brand experience / Jason Pollard

32 / The impact of technology on retail brand experience / Jason Pollard

33 / The impact of technology on retail brand experience / Jason Pollard

34 / The impact of technology on retail brand experience / Jason Pollard

35 / The impact of technology on retail brand experience / Jason Pollard

36 / The impact of technology on retail brand experience / Jason Pollard

37 / The impact of technology on retail brand experience / Jason Pollard

38 / The impact of technology on retail brand experience / Jason Pollard

39 / The impact of technology on retail brand experience / Jason Pollard

40 / The impact of technology on retail brand experience / Jason Pollard

41 / The impact of technology on retail brand experience / Jason Pollard

42 / The impact of technology on retail brand experience / Jason Pollard

43 / The impact of technology on retail brand experience / Jason Pollard

44 / The impact of technology on retail brand experience / Jason Pollard

45 / The impact of technology on retail brand experience / Jason Pollard

46 / The impact of technology on retail brand experience / Jason Pollard

47 / The impact of technology on retail brand experience / Jason Pollard

Thank you

48 / The impact of technology on retail brand experience / Jason Pollard