The Consumer Agenda by Peter Fisk

The consumerThe consumeragenda 2008agenda 2008

Peter Fisk, World Retail Congress Barcelona 9 April 2008

theconsumer

www.thegeniusworks.com © Peter Fisk 2008

Barcelona, 9 April 2008 agenda

Challengesthe

consumer


Challengesagenda

Complexitythe

consumer


Complexityagenda

Women Luxury EntertainmentWomen y

YouthGlobalisers Digital

Boomers

GayHeritage

G

GayHeritage

PriceGreen

Adventurers

Differencesthe

consumer


Differencesagenda

Every yearWe destroy 44 million acres of forestWe lose 100 million acres of farmlandWe create 15 million acres of new desertWe use 160 billion tons of waterOur population rise towards 9 billionThe rich get richerWe want more

Crisisthe

consumer


Crisisagenda

Consumerbroader

Business

view

narrowview

Business Consumer

Perspectivethe

consumer


Perspectiveagenda

theconsumer

agenda

Me

agenda

MeMy World

• Connected• Expression• Participation

The World

• Simple• Authentic• Good

Mewww.thegeniusworks.com © Peter Fisk 2008

Me

theconsumer

agenda

Me

agenda

Me

The World

• Simple

My

• Simple• Authentic• Good y

world

My worldwww.thegeniusworks.com © Peter Fisk 2008

My world

theconsumer

agenda

Me

agenda

Me

Theworld

My

world

yworld

The worldwww.thegeniusworks.com © Peter Fisk 2008

The world

theconsumer

agenda

Me

agenda

Right for me

• Personal• Wellbeing• Desire

My termsMy World

• ConnectedSpecial• Expression

• Participation

The WorldThe World

• Simple• Authentic

Personal

• Good


Personal

theconsumer

agenda

Me

agenda

Healthy


WealthyMy World

• ConnectedHappy• Expression

• Participation

The WorldThe World


Wellbeing

• Good


Wellbeing

theconsumer

agenda

Me

agenda

• Personal• Wellbeing• Desire AspirationalMy World

• ConnectingLuxury

• Expressing• Participating

The World

Escapism

The World


Desire

• Good


Desire

theconsumer

agenda

Me

agenda

Passions• Personal• Wellbeing• Desire

BeliefsMy World

• ConnectingTribal• Expressing

• Participating

The WorldThe World


Connecting

• Good


Connecting

theconsumer

agenda

Me

agenda

Identity


OpinionMy World

• ConnectingBelonging• Expressing

• Participating

The WorldThe World


Expressing

• Good


Expressing

theconsumer

agenda

Me

agenda

Contributing


CollaboratingMy World

• ConnectingCo-creating• Expressing

• Participating

The WorldThe World


Participating

• Good


Participating

theconsumer

agenda

Me

agenda

• Personal• Wellbeing• Desire FastMy World

• ConnectingRelevant


The World

Convenient

The World


Simple

• Good


Simple

theconsumer

agenda

Me

agenda

Original


HeritageMy World

• ConnectingGenuine• Expressing

• Participating

The WorldThe World


Authentic

• Good


Authentic

theconsumer

agenda

Me

agenda

• Personal• Wellbeing• Desire EthicalMy World

• ConnectedEnvironmental

• Expression• Participation

The World

Social

The World


Good

• Good


Good

But it’s not easy …the

consumer


But it s not easy …agenda

… engagement is weakthe

consumer


… e gage e t s eaagenda

… trust is lowthe

consumer


… trust is low agenda

… loyalty is rarethe

consumer


… loyalty is rareagenda

$$%$Emotionalhuman

relationships

Rationalmaterial

transactions relationshipsand loyalty

transactionsand deals

However there is a better way …the

consumer


However there is a better way …agenda

… to think like a consumerthe

customer


… to think like a consumeragenda

What really matters?the

consumer


What really matters?agenda

How do you engage today’s consumer?the

consumer


How do you engage today s consumer?agenda

How can you understand them?the

consumer


How can you understand them?agenda

How can you treat them differently?the

consumer


How can you treat them differently?agenda

How can you connect them?the

consumer


How can you connect them?agenda

How can you do more for them?the

consumer


How can you do more for them?agenda

How can they love you?the

consumer


How can they love you?agenda

theconsumer

agenda

MeMe

agenda

Me• Personal• Wellbeing• Desire

My World


The WorldThe World


Me

• Good


Me

theconsumer

agenda

MeMe

agenda


My World

• Connected

My• Expression• Participation

The World yworld

The World


My world

• Good


My world

theconsumer

agenda

MeMe

agenda


Theworld

My World

• Connected

My

world• Expression• Participation

The World yworld

The World


The world

• Good


The world

theconsumer

agenda

Me

agenda

Right for me


My termsMy World

• ConnectedSpecial• Expression

• Participation

The WorldThe World


Personal

• Good


Personal

theconsumer

agenda

Me

agenda


My World


The WorldThe World


Amazon … getting to know me

• Good


Amazon … getting to know me

theconsumer

agenda

Me

agenda


My World


The WorldThe World


Quintessentially … just for me

• Good


Quintessentially … just for me

theconsumer

agenda

Me

agenda


My World


The WorldThe World


MyShape … my perfect fit

• Good


MyShape … my perfect fit

theconsumer

agenda

Me

agenda

Healthy


WealthyMy World

• ConnectedHappy• Expression

• Participation

The WorldThe World


Wellbeing

• Good


Wellbeing

theconsumer

agenda

Me

agenda


My World


The WorldThe World


Innocent … great tasting purity

• Good


Innocent … great tasting purity

theconsumer

agenda

Me

agenda


My World


The WorldThe World


McDonalds … new organic kitchens

• Good


McDonalds … new organic kitchens

theconsumer

agenda

Me

agenda


My World


The WorldThe World


The Police … making the most of life

• Good


The Police … making the most of life

theconsumer

agenda

Me

agenda

• Personal• Wellbeing• Desire AspirationalMy World

• ConnectingLuxury


The World

Escapism

The World


Desire

• Good


Desire

theconsumer

agenda

Me

agenda


My World

• Connecting• Expressing• Participating

The WorldThe World


iPhone … I want one

• Good


iPhone … I want one

theconsumer

agenda

Me

agenda


My World


The WorldThe World


Sample Lab … try everything

• Good


Sample Lab … try everything

theconsumer

agenda

Me

agenda


My World


The WorldThe World


Adrenalin Store … shop n surf

• Good


Adrenalin Store … shop n surf

theconsumer

agenda

Me

agenda

Passions• Personal• Wellbeing• Desire

BeliefsMy World

• ConnectingTribal• Expressing

• Participating

The WorldThe World


Connecting

• Good


Connecting

theconsumer

agenda

Me

agenda


My World


The WorldThe World


Avon … bringing people together

• Good


Avon … bringing people together

theconsumer

agenda

Me

agenda


My World


The WorldThe World


Nike women … people just like me

• Good


Nike women … people just like me

theconsumer

agenda

Me

agenda


My World


The WorldThe World


Garden.com … sharing my passion

• Good


Garden.com … sharing my passion

theconsumer

agenda

Me

agenda

Identity


OpinionMy World

• ConnectingBelonging• Expressing

• Participating

The WorldThe World


Expressing

• Good


Expressing

theconsumer

agenda

Me

agenda


My World


The WorldThe World


Livestrong … I believe

• Good


Livestrong … I believe

theconsumer

agenda

Me

agenda


My World


The WorldThe World


Facebook … all my friends

• Good


Facebook … all my friends

theconsumer

agenda

Me

agenda


My World


The WorldThe World


Topshop … look what I bought

• Good


Topshop … look what I bought

theconsumer

agenda

Me

agenda

Contributing


CollaboratingMy World

• ConnectingCo-creating• Expressing

• Participating

The WorldThe World


Participating

• Good


Participating

theconsumer

agenda

Me

agenda


My World


The WorldThe World


Barcelona FC … my kind of people

• Good


Barcelona FC … my kind of people

theconsumer

agenda

Me

agenda


My World


The WorldThe World


Jones Soda … designed by me

• Good


Jones Soda … designed by me

theconsumer

agenda

Me

agenda


My World


The WorldThe World


Tripadvisor … recommended by you

• Good


Tripadvisor … recommended by you

theconsumer

agenda

Me

agenda

• M Personal• Wellbeing• Desire

My World


The WorldThe World


Simple

• Good


Simple

theconsumer

agenda

Me

agenda


My World


The WorldThe World


Apple … humanising technology

• Good


Apple … humanising technology

theconsumer

agenda

Me

agenda


My World


The WorldThe World


MyDeco … bringing it together

• Good


MyDeco … bringing it together

theconsumer

agenda

Me

agenda


My World


The WorldThe World


3Luxe … best of the best

• Good


3Luxe … best of the best

theconsumer

agenda

Me

agenda

Original


HeritageMy World

• ConnectingGenuine• Expressing

• Participating

The WorldThe World


Authentic

• Good


Authentic

theconsumer

agenda

Me

agenda


My World


The WorldThe World


Kikkoman … the real thing

• Good


Kikkoman … the real thing

theconsumer

agenda

Me

agenda


My World


The WorldThe World


Stenders … living history

• Good


Stenders … living history

theconsumer

agenda

Me

agenda


My World


The WorldThe World


Wholefoods … natural world

• Good


Wholefoods … natural world

theconsumer

agenda

Me

agenda

• Personal• Wellbeing• Desire EthicalMy World

• ConnectedEnvironmental

• Expression• Participation

The World

Social

The World


Good

• Good


Good

theconsumer

agenda

Me

agenda


My World


The WorldThe World


Toyota … cool hybrids

• Good


Toyota … cool hybrids

theconsumer

agenda

Me

agenda


My World


The WorldThe World


Visa … swap shop

• Good


Visa … swap shop

theconsumer

agenda

Me

agenda


My World


The WorldThe World


M&S … making green normal

• Good


M&S … making green normal

See things differentlythe

consumer


See things differentlyagenda

Inspire your consumersthe

consumer


Inspire your consumersagenda

Be humanthe

consumer


Be humanagenda

Enable them to do morethe

consumer


Enable them to do moreagenda

Be specialthe

consumer


Be specialagenda

Stop thinking like a retailer …the

consumer


Stop thinking like a retailer …agenda

[email protected] theGeniusWorks com/downloads… start thinking like a real person

theconsumer


www.theGeniusWorks.com/downloads… start thinking like a real personagenda

[email protected] theGeniusWorks com/downloadsOpen your eyes

theconsumer


www.theGeniusWorks.com/downloadsOpen your eyesagenda

[email protected] theGeniusWorks com/downloads… to a better world

theconsumer


www.theGeniusWorks.com/downloads… to a better worldagenda

Peter Fisk is an experienced strategist and marketer, having spent many years working with the likes of American Express and British Airways, Coca Cola and Marks & Spencer, p y pBT and Cable & Wireless, Microsoft and Philips, O2 and Vodafone.

He is author of the new best-selling book Marketing Genius which explores the left and right-brain opportunities for marketing to deliver extraordinary results in today’s complex

k t ( M k ti G i Li ) H i l th th f B i G imarkets. (www.MarketingGeniusLive.com). He is also the author of Business Genius, an inspirational guide to entrepreneurial growth, to be published on 15 March 2008.

Peter is founder of The Genius Works (www.thegeniusworks.com) , which creates and delivers inspirational events executive development and consulting solutionsdelivers inspirational events, executive development and consulting solutions.

Marketing Genius has sold over 20000 copies since its launch in Spring 2006, and is being translated into 26 different languages. He is now writing two new books – Business Genius on how accelerate more profitable, sustainable growth ; and Green Business on p , g ;how to achieve commercial success by doing the right thing ethically and environmentally

He was previously the CEO of the world's largest marketing organisation, the Chartered Institute of Marketing, Partner at strategic innovation firm The Foundation, Managing Di t f B d Fi l d th l b l k ti lti t f PA C ltiDirector of Brand Finance, led the global marketing consulting team of PA Consulting Group, and managed brands and strategy at British Airways.

He is an international speaker on all aspects of strategy, marketing and innovation, and continues to advise some the world’s leading brands Business Strategy Review recentlycontinues to advise some the world s leading brands. Business Strategy Review recently described him as “one of the most important new business thinkers”.

[email protected]


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The Consumer Agenda by Peter Fisk

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