Experience Signatures: Continuous Retail at KODW15

EXPERIENCESIGNATURESCONTINUOUS RETAIL

Jason CorneliusDesign Director, FITCH Singapore

@FITCHdesign

BRANDS WILL CHANGE MORE IN THE NEXT FIVE YEARS THAN THEY HAVE IN THE LAST 50 YEARS…

1THE AGE OF URBANIZATION

Source: McKinsey & Company: The four global forces breaking all the trends

http://www.mckinsey.com/insights/strategy/the_four_global_forces_breaking_all_the_trends


City populations are growing by

every year65 million

Source: McKinsey & Company: The four global forces breaking all the trendsCity skyline by ▲▲▲ from the Noun Project




City populations are growing by

every year65 million

440 citiesin emerging markets will account for nearly half of global GDP growth by 2025

today by 2025

Source: McKinsey & Company: The four global forces breaking all the trendsCity skyline by ▲▲▲ , Globe by Nicholas Menghini from the Noun Project



2ACCELERATING TECHNOLOGICAL CHANGE




2ACCELERATING TECHNOLOGICAL CHANGEobjects expected to connect to the Internet by 2025

1trillion

Source: McKinsey & Company: The four global forces breaking all the trendsResponsive Design by misirlou from the Noun Project



2ACCELERATING TECHNOLOGICAL CHANGEobjects expected to connect to the Internet by 2025

1trillion Number of years to reach 50 million users

38

13 4 3 1 .75

Source: McKinsey & Company: The four global forces breaking all the trendsResponsive Design by misirlou, Radio by Rémy Médard, TV by Creative Stall, iPod by Yorlmar Campos, Internet by Cindy Hu from the Noun Project



3RESPONDING TO AN AGING WORLD



3RESPONDING TO AN AGING WORLD

DevelopedEconomies

1950

8%

Percentage Of Elderly (65+) Is Projected To Increase By 2050

2000

14%2050

26% EmergingEconomies 1950

4%2000

5%2050

14%



4GREATER GLOBAL CONNECTIONS



4GREATER GLOBAL CONNECTIONSThe Volume Of Trade, Finance, People & Data - Are Increasing

This volume of global exchange & connectivity contributes

to yearly global GDP growth$250 - $450 billion

500xincrease in global online traffic, from 2000 to 2012

Source: McKinsey & Company: The four global forces breaking all the trendsGlobe by Nicholas Menghini, Network by Tim Boelaars from the Noun Project



INDUSTRIALREVOLUTION X 1URBANIZATIONTECHNOLOGYAGING POPULATIONGLOBAL CONNECTION X 300



Continuous Retail

TM

Continuous RetailIn the beginning, there were shops. We’d pop to the shops, pick up our stuff, go home. Things were Simple.

Then with the internet, we shopped from home. Now, mobile brings the shops to us, wherever we are – the options are endless.

The customer journey has become Splintered.

In this new technology-enabled world, how can brand marketers and retailers capture the imagination and retain the loyalty of their customers?

FITCH believes that Seamless, Continuous Retail experiences require a new approach.

TM

Omnispelling

Omni-channelOmni ChannelOmnichannel

Multichannel - Latin Multus (many)Shopping using different channels

Crosschannel - Latin Crux (to go across)several channels - same purchase

Omnichannel - Latin Omnis (universal)simultaneous use of channels and seamless delivery between them

Omnichannel is not:Crosschannel done well or with more finesse

…what consumers think about…it’s what they expect

Omnichannel is not:Crosschannel done well or with more finesse

…what consumers think about…it’s what they expect

Omnichannel is:the science - the ‘plumbing’ that connects all the elements together

Starbucks Reserve Roastery360o Sensory Experience

Pinterest Buy itBuyable Pins

Rebecca Minkoff x eBayConnected Fashion

Levis & Google: Project JacquardInteractive Yarn

Warby ParkerClicks & Bricks

CONTINUOUS RETAIL

…is the art. The undeniable future of all things retail

OmnichannelTouchpoints

Physical: The tangible – from objects that can be touched, to settings that can be experienced

Human: Dynamic interactions with individuals, social groups and employees

Digital: Electronic tools – technologies that talk to everyone or just to me

P

H

D


Immediate, Immersive, Tactile

Empathetic, Approachable, Kind

Infinite, Interactive, Storytelling

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H

D


P

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D

ImmediateImmersiveTactile

EmpatheticApproachableKind

InfiniteInteractiveStorytelling

Future UX platforms

“…know my preferences”

Future role of the storeShowrooming | Webrooming


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D

ImmediateImmersiveTactile

EmpatheticApproachableKind

InfiniteInteractiveStorytelling

CREATING FUTUREHUMAN RITUALS EMPOWERED PHYSICALLY&DIGITALLY

WHAT I CAN ACHIEVEWITH YOU

WHAT I CAN BUY FROM YOU

from

to

CONTINUOUS CONSUMER

CUSTOMERS BECOME AUTHORS OF THEIR OWN EXPERIENCE

USERSCUSTOMERS

think…

as well as…

DreamingNo specific purchase intent

ExploringPurchase intent in the category

LocatingSpecific product or service

ExperiencingPost-purchase – using product or service

OmnichannelConsumer Mindstates

JOURNEYTOUCHPOINTS

EVERY

IS MADE UP OF

THESE MOMENTS OF CONNECTION ARE OFTEN FRACTURED AND ONLY SPORADICALLY EFFECTIVE

DREAMING EXPLORING LOCATING EXPERIENCING

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H

D

ExperienceSignature

ExperienceSignature

ExperienceSignature

ExperienceSignature

ExperienceSignature

ExperienceSignature

ExperienceSignature

ExperienceSignature

ExperienceSignature

ExperienceSignature

ExperienceSignature

ExperienceSignature

CONTINUOUS RETAIL

Connecting brand touchpoints with consumer mindstates to create a unique and defendable unifying principle – a new ritual

EXPERIENCE SIGNATURE

BRANDESSENCE

IF YOUR

IS YOUR

EXPERIENCE SIGNATUREPRESEN

CE

YOUR

IS YOUR

Perceiving all things…creating a true continuity of experience

EXPERIENCE SIGNATURE

Be Colour ConfidentColour experiences for Asian Paints in India

Asian Paints | Current experience

Asian Paints | Consumer Insight

Indian consumers are scared of colours… …when it comes to home decorating that is!

FITCH has been working with Asian Paints, India’s largest commercial paint manufacturer, for the past 8 years to change their brand perception to be seen as the home and décor colour experts in Asia.

Home decorating is seen as a hassle in India where consumers lack confidence in making imaginative choices. Indian customers want to be more confident with colour in their home décor by seeking solutions that are easy and relevant to them.

Asian Paints | Consumer Insight

Asian Paints | Future experience

Asian Paints created an interactive personal colour experience for everyone… …without selling a single pot of paint!

Presented as a ‘walk-in home décor magazine’, FITCH created ‘Colour’ stores in Mumbai and New Delhi, India.

It is a playground of colour that allows consumers to experience what colour can do for their home. It creates an inspirational colour experience that offers a highly interactive and personalised colour solution for each and every customer.

Using RFID ‘colour cards’, shoppers collect their ideas in their journey throughout the store. These information are then downloaded and collated into their own personalised take-home colour magazine to be shared with friends and family.

Asian Paints | Colour Consultancy

Translating the Asian Paints experience across the retail network… for both end consumers and contractors.

Over 50,000stores across India

Asian Paints | Consultancy stores

Tailor made décor advice for customers homes…….bringing the services to life in store.In every major India metro city

Asian Paints | Colourideas Paint stores

Two shopper journeys, two store experiences…… for both contractors and end consumers.Over 50,000 stores across India

Asian Paints | Digital experience

The awards

“The Colour store experience has fundamentally changed our brand. We are now the colour and decor experts in India.”– Satish Kulkarni, GM Asian Paints

410% traffic growth of target family consumers (FY2008-2012)

84% conversion ratein-store Colour consultations continue to double year-on-year

35% sales increasein adjacent dealer stores

Asian Paints | The results

No. 1 home décor brand in IndiaMillward Brown BrandZ 2014

Asian Paints | Experience Signatures™


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DTRAFFIC TRIAL TRANSACTION SATISFACTION



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Consultancy stores & pop-ups

Magazine mobile App & visualiser

Trend experts

Brand experience stores

Website & social media

Dealer inspiration & paint stores

Painting advice & trained painters

Colour project including rewards

Maintenance systems

Feedback forum & advice

Home makeover competition

Consultancy, samplers & guides



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CONTINUOUSRETAILMATRIX


DREAMING

P

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DTRAFFIC


DREAMING EXPLORING

P

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DTRAFFIC TRIAL


DREAMING EXPLORING

P

H

DTRAFFIC TRIAL

LOCATING

TRANSACTION


DREAMING EXPLORING

P

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DTRAFFIC TRIAL

LOCATING

TRANSACTION

EXPERIENCING

SATISFACTION



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Trend experts






Maintenance systems





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Trend experts






Maintenance systems




User MindstatesDELE

User MindstatesDELEExperience SignaturesPHD

User MindstatesDELEExperience SignaturesPHDNewRITUALS

The Future‘Art’of Retail

EXPERIENCESIGNATURESCONTINUOUS RETAIL

Jason CorneliusDesign Director, FITCH Singapore

@FITCHdesign

Experience Signatures: Continuous Retail at KODW15

Design

Transcript of Experience Signatures: Continuous Retail at KODW15