The Future of Shopping - Presentation
-
date post
19-Oct-2014 -
Category
Self Improvement
-
view
1.849 -
download
4
description
Transcript of The Future of Shopping - Presentation
11
2008–2009
The New Consumer and the Era of Smart Consumption
22
What We’ll Cover
Evolution of the New Consumer
A Move Toward Conscientious Consumption
Update on Conscious Nourishment
Three Imperatives for Reaching the New Consumer
Image: Creative Commons/[email protected]
33
Primary Sources: 3 Global Studies
The Future of Shopping
Objective: Identify trends shaping retail category
Survey of 2,800 consumers in 4 markets: U.S., France, U.K., China
Momentum testing of 75–125 retail brands in each market
The Future of the Corporate Brand
Objective: Understand evolving role of corporation and consumer expectations of business
Survey of 1,850 consumers in 3 markets: U.S., U.K., France
The Future of FoodObjective: Uncover emerging
cues within food & beverage category
Semiotic analysis using proprietary Decipher tool
Sources: ERWW Prosumer Pulse, BETC Euro RSCG Consumer Intelligence, Euro RSCG NY Influencer Dinner, plus Yankelovich, SIAL, Mintel, etc.
44
Focus: The Evolving Consumer
Making smarter choices based on
online research and peer communication/support Making more
conscientious choices so
consumption doesn’t hurt
people or planet
Making more careful food choices in effort to satisfy twin pulls of
health and pleasure
Smarter
More Mindful
More Conscientious
Image: Creative Commons/[email protected]
55
I. Evolution of the New Consumer: Smarter, More Proactive, Better Informed
Images: Creative Commons/Charlie [email protected]; [email protected]
Smarter
66
The Internet Is Changing How People Shop…
I do lots of [consumer] research online
99% 88% 92% 92%
81% 76% 78% 81%
P:
O:
For major purchase decisions, my first step is usually the Internet
92% 94% 92% 88%
75% 71% 75% 71%
P:
O:
Even if I don’t make purchases online, the Internet is a very important part of my “shopping”
6% 17% 5% 25%
10% 22% 11% 21%
P:
O:
The Internet has had little to no impact on my shopping
88% 70% 84% 88%
67% 42% 65% 66%
P:
O:
How much do you agree with each of the following statements?Strongly/Somewhat Agree
Euro RSCG Future of Shopping Study
…and shifting power away from manufacturers/retailers and toward the consumer
77
Up Dramatically Since 2004–05
How much do you agree with each of the following statements?
Strongly/Somewhat Agree
For major purchase decisions, my first step is usually the Internet
92% 94% 92% 88%
75% 71% 75% 71%
P:
O: +4+17+36+27
+10+42+24 +7
Even if I don’t make purchases online, the Internet is a very important part of my “shopping”
99% 88% 92% 92%
81% 76% 78% 81%
P:
O:
+11
-6 +19
+16+1
+5 +9
+11
Euro RSCG Future of Shopping Study
Image: Creative Commons/[email protected]
Comparison with data from ERWW’s 2004–2005 Prosumer Pulse study
88
Peer Reviews Permit More-Informed Choices—and Further Increase Prosumer Power
Write an online product or retailer review
Search for customer reviews while making purchase decisions
96% 96% 98% 97%
86% 79% 85% 87%
P:
O:
71% 72% 55% 80%
46% 53% 32% 61%
P:
O:
Please indicate your involvement with each of the following online activities
Do It Now
Use Consumer Reports or another consumer guide to help make decisions
Read consumer feedback/reviews before making purchase
91% 90% 87% 95%
79% 67% 72% 90%
P:
O:
78% 67% 80% 93%
64% 56% 63% 78%
P:
O:
How often do you do each of the following?
Frequently/Sometimes
Euro RSCG Future of Shopping Study
99
Prosumers Make Smart Use of Corporate Websites…
Request or download coupon or coupon code
77% 71% 82% 81%
64% 56% 66% 67%
P:
O:
Go to company’s website to arrange for service on product I own
52% 66% 43% 87%
36% 45% 33% 67%
P:
O:
Sign up to receive info/news from a retailer or manufacturer
90% 89% 93% 91%
77% 80% 75% 76%
P:
O:
Subscribe to a retailer’s e-newsletter
96% 78% 88% 80%
86% 61% 74% 72%
P:
O:
How often do you do each of the following?
Frequently/Sometimes
88% 77% 82% 87%
78% 66% 68% 71%
P:
O:
Sign up to receive coupons or other store promos via e-mail
Please indicate your involvement with each of the following online activities
Do It Now
Euro RSCG Future of Shopping Study
1010
…and of Interplay Between Online and Offline Stores
Use online coupon in brick-and-mortar store
95% 88% 97% 97%
89% 82% 82% 88%
P:
O:
Research purchase online before visiting store to buy it
79% 92% 69% 72%
70% 76% 56% 61%
P:
O:
Visit retailer with info printed online
62% 73% 72% 87%
50% 58% 58% 71%
P:
O:
See product in store and then wait to order online
82% 71% 77% 77%
76% 61% 57% 64%
P:
O:
How often do you do each of the following?Frequently/Sometimes
96% 84% 87% 85%
89% 75% 82% 77%
P:
O:
Visit company website to locate store near me
42% 26% 31% 45%
35% 19% 25% 34%
P:
O:
Return online purchase to physical store
Euro RSCG Future of Shopping Study
1111
It’s All About Scoring the Right Buy
Part of the fun of shopping is the “hunt”— looking for the things you want and need
Shopping is a game where the object is to get the most for the least amount of
money and effort
71% 56% 81% 88%
63% 52% 63% 87%
P:
O:
85% 90% 92% 92%
85% 88% 81% 87%
P:
O:
Smart shopping is finding just the right thing for the right price
56% 68% 66% 89%
42% 55% 50% 81%
P:
O:
How much do you agree with each of the following statements?
Strongly/Somewhat Agree
Euro RSCG Future of Shopping Study
Image: Creative Commons/[email protected]
1212
II. A Move Toward Conscientious Consumption
Image: Creative Commons/josemanuelerre@flickr com
More More ConscientiousConscientious
1313
Lowest in Gallup history
Today’s Consumers Trust Corporations Less…
…but also expect more of them
1414
We Now Expect Corporations to Drive Change
Euro RSCG Future of the Corporate Brand Study
Businesses bear as much responsibility as governments
for driving positive social change
83% 87% 83%
70% 79% 70%
P:
O:
How much do you agree with the following statement?
Strongly/Somewhat Agree
1515
We Seek to Partner with Ethical Leaders…
Euro RSCG Future of the Corporate Brand Study
As a consumer, I have a responsibility to censure unethical
companies by avoiding their products
87% 85% 79%
78% 80% 66%
P:
O:
How much do you agree with each of the following statements?
Strongly/Somewhat Agree
I have made a purchase decision based on a company’s conduct
80% 81% 73%
61% 65% 55%
P:
O:
Image: Creative Commons/[email protected]
1616
…and Limit the Eco Damage Our Purchases Cause
Buy energy-efficient bulbs
Buy environmentally friendly products
85% 92% 82% 89%
79% 76% 78% 77%
P:
O:
50% 98% 76% 75%
44% 93% 78% 62%
P:
O:
Bring reusable bags to grocery store
82% 90% 85% 96%
76% 82% 83% 85%
P:
O:
Please indicate your involvement with each of the following activities
Do It Now
Euro RSCG Future of Shopping Study
1717
We’re Also Taking Socio-Political Factors into Account
Make purchase decisions based on country of origin
Buy/refuse to buy a product based on company’s expressed values or
political/social activities
71% 68% 47% 79%
52% 44% 39% 57%
P:
O:
54% 73% 54% 59%
45% 47% 38% 45%
P:
O:
Avoid buying products from particular country/region
59% 85% 49% 84%
50% 52% 41% 78%
P:
O:
Please indicate your involvement with each of the following activities
Do It Now
I avoid shopping at stores that don’t treat their employees fairly
60% 74% 28% 87%
52% 46% 28% 68%
P:
O:
I am willing to pay a bit more for a product if a portion of the proceeds goes to a good cause
70% 73% 32% 85%
56% 56% 38% 77%
P:
O:
Euro RSCG Future of Shopping Study
How much do you agree with each of the following statements?
Strongly/Somewhat Agree
1818
The Tables Have Turned…
Euro RSCG Future of the Corporate Brand Study
I have become more interested in corporations’ conduct and brand image over the past few years
80% 64% 75%
60% 47% 48%
P:
O:
How much do you agree with each of the following statements?
Strongly/Somewhat Agree
Within the last few months, I have actively looked for
information on the reputation or ethics of a company
56% 72% 55%
33% 47% 35%
P:
O:
Over the last year, nonbranded blogs or forums made me
change my mind about a product or service I had intended to buy
36% 48% 36%
24% 39% 24%
P:
O:
1919
…and Companies Are Being Forced to Adapt
Reputation for social and/or environmental responsibility
88% 91% 87%
78% 84% 73%
P:
O:
Ethical conduct
96% 97% 87%
90% 90% 73%
P:
O:
The most successful and profitable businesses in the
future will be those that practice sustainability
78% 88% 87%
66% 76% 70%
P:
O:
Please indicate the level of importance of this factor in leading
you to trust a company
Extremely/Somewhat Important
Euro RSCG Future of the Corporate Brand Study
Please indicate how important this factor is for a good business
Extremely/Somewhat Important
How much do you agree with each of the following statements?
Strongly/Somewhat Agree
Natural selection is beginning to favor those companies that are
integrating high ethical standards into their policies and practices
2020
2121
III. How Conscientious Consumption Is Playing Out in the Food Category: Conscious Nourishment
Images: Creative Commons/[email protected]; [email protected]
More More MindfulMindful
2222
Health and Safety Concerns Increasingly Drive Food Choices…
• 64% of Americans are trying to eat healthier foods• 53% always check nutrition labels before buying food• 45% usually look for packaging that advertises a health claim[Greenfield Online/Mintel, 2007]
Images: Creative Commons/[email protected]; Kurt [email protected]; [email protected]
2323
…But That’s Tempered by the Persuasive Power of Pleasure
Images: Creative Commons/[email protected]
2424
Naturalness
Molecular technologies
ExperienceConsideration and discretion
Creativity
New pragmatism
Honesty, transparency, trust
Intrinsic value of nutrients
HumanismResponsibility
By engaging in conscious nourishment—a way of eating that maximizes health and pleasure by incorporating such key values as
community, authenticity, adventure, nutritional potency, and sustainability
How are consumers satisfying these twin pulls of health and pleasure?
Imag
es:
Cre
ati
ve C
om
mo
ns
@fl
ickr.
com
: o
l’p
ete
; lu
lule
mo
n a
thle
tica
Belonging (beyond family)
Wellness and balance
2525
Conscious Nourishment: 3 Successful Discourses
Nutritional PotencyCelebrating the Real Sensory Pleasure
2626
_ Artificially flavored milkshakes, chicken nuggets
_ Processed
_ Quality issues
_ Health scares (e.g., mad cow, GMO, salmonella)
_ Naked Juice, chicken on the bone
_ Organic, local, raw, authentic
_ igourmet.com, Jamba Juice
_ Extrapolation: Anti- commercialization of food and drink
Identity
KEYWORDS
HonestCraftPositive simplicity
SourceNaturalTraceability
Discourse #1: Celebrating the RealDiscourse #1: Celebrating the Real
• Movement from processed convenience toward natural integrity, identity, and straightforwardness
• A way for today’s savvy food shopper to feel good about his/her decisions
Dominant Emergent
2727
Dominant Emergent
Celebrating the Real
Processed Mystery/Disguise
Commercialized/ Sanitized
Nontraceable
The reality of a pig’s trotter
as food
Seasonality and nutritional
quality
Rawness, wholeness, integrity
Local/Just picked
Unprocessed Honest/NarrativeFresh, young vegetables, whole,
newly picked
2828
Signs of Support for Celebrating the Real
Sales of natural food and drink +138% btwn 2002 and 2007; sales of organics +119% [Datamonitor]
Natural products (food and other) now a $56.8BN industry in U.S. [Mintel, 2007]
Craft and Artisan GoodsReturn to notion of individually produced foods and recipes of old
Links consumer to supplier and simpler, more “authentic” times and processes
Originally brewed in monastery in feudal city of Dinant in early 18th century
“Terroir” and TraceabilityMore attention paid to geographic origin, production processes, and ancestry/pedigree
Desire for transparency throughout production and sales cycle
“Reflet de France,” Carrefour’s terroir brand, now best- selling food brand in France
Catch date and name of fishing boat included in packaging
Rise in seasonal goods
Image: Creative Commons/[email protected]
2929
“The heart of the [real food] movement is that our food is existing in a place...you are
eating food that you can trace to a person, place or tradition, and
make a connection.”
—Deborah Madison, chef and author of Local Flavors: Cooking and Eating from America’s Farmers’ Markets
Images: Creative Commons/[email protected]
3030
How to Leverage Celebrating the Real
• Think like a…_ Farmer, maker of craft beer
• Implications:_ Imbue communications with human warmth
and expertise—e.g., ingredient descriptions such as “mashed,” “blended,” “steamed” (terms that evoke simplicity, even innocence)—while also emphasizing nonuniformity of product, artisanal processes, and the like
_ Dig into brand’s or product’s heritage and narrative (mythology or provenance), creating deeper brand story
_ Communicate total ingredient traceability (e.g., profile of suppliers and distribution)
_ Convey product’s perishability and “produced” or “picked” date, emphasizing local = fresh
_ Communicate distance from global corporation through separate brand name, local partnerships, cooperatives, etc.
Imag
es: C
reativ
e C
om
mo
ns/
Felix
42
con
tra la
cen
sura
@flick
r.com
3131
Dominant Emergent
Discourse #2: Nutritional PotencyDiscourse #2: Nutritional Potency
• Understanding physiological and psychological impact of food in new ways— focusing on potency of components and what one needs for self-optimization
• A way for today’s savvy shopper to maximize value
_ Reduction in salt, sugar, trans fats
_ Mild enhancements—ginseng, fiber, etc.
_ Consumers looking for generalized health benefits in food and drink
_ Understanding specific functionalities
_ “Magic bullet” ingredients
_ Right for me—customized, targeted diets
_ Extrapolation: Food and beverages as personal care (beauty benefits beyond classical nutrition); food and beverages as medicine
Anti-aging
KEYWORDS
Nutritional intensityDetoxifyingPersonalizationCleansingAnti-stress
3232
Nutritional Potency
Generalized association of tea
with wellness (nonspecific)
Right carbs, right fats, rather than low-carb,
low-fat
Generalized healthful, whole grains; lacks
specificity
Awareness of antioxidant
efficacy in tea
Phytoestrogens in soya and linseed to relieve
menopausal symptoms
Patented egg providing quantifiably
superior nutrition
Prescription and clinical response
Nutritional potency of
water
Beverage as deliverer of skin benefits
Reason for U.S. adult obesity is “eating too little” (food with no nut. value)
Examples of magic-bullet
foods
Dominant Emergent
3333
Signs of Support for Nutritional Potency: Nutraceuticals
93% of U.S. consumers believe certain foods have health benefits that may reduce risk of disease or other health concerns; nearly 2/3 regularly consume at least 1 food for functional health benefit [IFT]
Mintel forecasts sales of functional foods will reach $12.8BN in 2009, up from $10.4BN in 2004
In 2007, functional beverage market reached $9.8BN in FDM channel; during 2002–07, market increased 30% at current prices, and 14% after accounting for inflation [Mintel]
3 grams of EGCG-rich green tea leaves in each bar, cold-
processed to promote optimum enzyme activity
Primary areas of focus: heart health •
immune system •
digestion •
weight mgmt •
muscle tone •
brain development •
alertness •
anti-aging •
beauty
3434
How to Leverage Nutritional Potency
• Think like a…_ Personal care or beauty company
• Implications:_ Target consumer groups by “wellness profile”—
e.g., nutrition for boomers, nutrition for stressed-out bodies, nutrition for extreme athletes
_ Provide DIY personalization in form of modular diet components, drink flavors, and the like
_ Create a personal-care offer that delivers wellness through indulgence (opportunity to resolve the opposition)
3535
Dominant Emergent
_ Appetite-led
_ Indulgence
_ Guilt
_ Nouvelle cuisine
_ Discerning pleasure beyond indulgence—pleasure via occasional indulgence (vs. continuous, addicted)
_ Discriminating, conscious, healthy pleasure; celebrating life, texture, innovation, rediscovery, sensory experience
_ Extrapolation: Pleasure led by discretion; taking cues from contemporary luxury codes vs. old-style conspicuous consumption
Quality not quantity
KEYWORDS
AestheticsFlavorSelectivityUniquenessDiscovery Simplicity
Discourse #3: Sensory Pleasure
• Moving on from addictive and transgressive notions of indulgence (naughty, decadent, implicitly dumb with a hidden Puritanism) to more intelligent and engagingly mindful pleasures (why shouldn’t pleasure be good for you?
• Gives conscious consumers “permission” to indulge
3636
Dominant Emergent
Classic indulgence (e.g., thick and rich)
New indulgence (pure ingredients that speak
for themselves)
Indulgence derived from source, narrative, myth;
artesian water
Sensory experience
Desert limes: specific/thoughtful
Aesthetic treatment of food—close to the source
New sensory experience/discovery
Traditional temptation—glossy chocolate (obvious take on indulgence
and pleasure)
Sensory Pleasure
3737
Signs of Support for Sensory Pleasure
Bartenders turning into “bar chefs,” offering signature concoctions made with fresh juices, housemade syrups, and unusual ingredients
U.S. retail sales of gourmet, specialty, and premium foods and beverages are
growing at much faster rates than those of overall
industry, surging 10.9% to $59BN in 2007 and posting a
CAGR of 11.1% for 2003– 2007
Images: Creative Commons/aoife [email protected]
3838
How to Leverage Sensory Pleasure
• Think like a…_ Gourmet restaurant or upscale bar at a luxury
resort
• Implications:_ Demonstrate understanding of aspirational nature
of food and drink_ Re-educate the palate—from mindless
consumption to mindful pleasure_ Don’t focus on speed and convenience in delivery
of predictable pleasure-hits_ Don’t speed up treadmill of consumption_ Focus on ingredient and flavor innovation_ Communicate invented flavors, compelling
combinations of “real food” components
3939
Three Imperatives for Reaching the New Consumer
Images: Creative Commons/Bruce A [email protected]
More Conscientious
Smarter
More Mindful
4040
3 Retail Imperatives
MOTIVATE• Help people be more conscientious consumers• Respond to increasing eco-consciousness• Offer purpose beyond profit
HELP• Make it more convenient• Be a customer advocate
ENGAGE• Create experiences• Forge connections• Indulge• Innovate/keep it fresh
Images: Creative Commons/[email protected]; Steve [email protected]
4141
Imperative #1: Engage Consumers
Three primary means of engagement:
1. Create experiences that engage consumers in the brand
2. Provide opportunities for communication and connection
3. Innovate, innovate, innovate
Image: Creative Commons/[email protected]
4242
The Retail Brand of the Future (RBoF) Creates More Engaging Experiences
• With so many choices available, consumers are gravitating toward retailers that offer more bang for the buck
• Looking for extras that elevate a mundane activity into an experience
It’s the difference between this…
…and this
Image: Creative Commons/Olivier [email protected]
4343
Providing Conversational Currency
Kopi luwak, one of world’s most expensive coffees, comes from berries that have passed through digestive tract of asian palm civet
Image: Creative Commons/[email protected]
4444
Engaging the Senses
• Consumers are looking for brand experiences that indulge the senses, turning ordinary activities into something special
Tiffinbites (London) creates an aromatic experience that feeds the imagination and turns lunchtime into a cultural adventure
At Chop’t (NYC),
simple tasks and sounds
become theatrics that
draw diners in to beauty of
making something
fresh
Sweet Bliss’s Moo Collection (available at high-end retailers) turns childhood favorites—e.g., PB&J—into gourmet indulgences enrobed in Belgian chocolate
4545
Creating Visual Hypnotism (Inside and Out)
Dylan’s Candy Bar, NYCA child’s fantasy brought to life
Pierre Hermé, Paris Edible art—visual perfection creates desire
Apple Store, NYC
Selfridges, Birmingham, U.K.
4646
Offering a Sense of Escape…or Adventure
High-end lingerie boutique Journelle (NYC) creates a spa-like experience with its dressing rooms
60-ft. Ferris Wheel, Toys R Us, Times Square
4747
Involving Customers
4848
The RBoF Brings People Together
• Providing opportunities for people to unite for a common cause
• Creating dialogues
• Encouraging collaboration and communal action
Avon’s Walk for the Cure
4949
Cultivating Brand Ambassadors
5050
Forging Bonds Between Producer and Consumer
• Involving consumers in life of the brand (“co-creation”)
• Sharing knowledge, back story, etc.
• Using language that reasserts “human” side of food and drink
• Advocating slow, conscious, sociable consumption
E-newsletter from Tyrrell’s potato crisps includes updates on fields:
“To keep up with the progress we have taken a picture of the field 'Crossroads' again to show you how the potato crop is coming along, as you can imagine we have not had to irrigate at all this Summer! In other fields we have began harvesting and have been getting a really good yield from the crop, we have been lucky in the fact that most of our fields have sandy soil which drains easier and allows us to get the tractors in the fields!”
5151
Creating Social Connections
Claseo bills itself as world’s 1st invitation-based fashion label
Starbucks’ holiday Cheer Pass promotion
encouraged acts of kindness between
strangers
5252
The RBoF Constantly Innovates
• Today’s consumers are obsessed with the new and NEXT
• Innovation allows companies to…_ Change the rules and develop entirely new
business models (e.g., eBay, Netflix)_ Regain or grow market share (e.g., Apple)_ Get noticed
• An important component of financial performance: The top 20% of innovative companies deliver up to 4X the shareholder return of the bottom 20% [Boston Consulting Group]
New product every 5 minutes
5,000 new products a year
5353
Keeping It Fresh with Flash Goods, Pop-Up Stores, and Limited Editions
By limiting time most items stay in stores, Zara averages 17 store visits
per customer/year, compared with industry average of 3-4
UNIQLO drove shipping containers around NYC, opening daylong pop-up stores in various locations to give shoppers a taste of their logo-free apparel
Carlsberg 900 launched in a very limited number of
select bars in Stockholm
5454
Standing Out Through Packaging & Design
5555
Creating Breakthrough Ideas
$4 prescriptions
Target Clear Rx redesigned pill bottle
5656
Imperative #2: Help Consumers
• There are 2 things most consumers today feel are in short supply: time and money
• Smart retailers are finding ways to save customers one or both
5757
The RBoF Offers Convenient Solutions
5858
Simplifying the Retail Experience…
Tesco’s Fresh & Easy stores in U.S. are 100% self-
checkout
VinoVenue automated wine bars let customers select and serve their own wine with prepaid cards
Bloomingdale’s interactive mirrors let shoppers try on virtual outfits and e-mail images to friends
5959
…and Life
Dutch Boy Twist & Pour
6060
The RBoF Is a Consumer Advocate
Hannaford’s Guiding Star system lets customers see the nutritional value of products throughout the
store
Pret a Manger is sharing its trade secrets by offering
sandwich and soup recipes online and printed on packaging/ postcards
6161
Providing Full Disclosure
• Thanks to the Internet, consumers have come to expect full access to information on everything from pricing and warranties, to airline seating
Euro RSCG Future of the Corporate Brand Study (U.S.)
Businesses must be completely open and transparent
70% 88% 88%
63% 79% 78%
P:
O:
How much do you agree with each of the following statements?
Strongly/Somewhat Agree
6262
Offering Learning Opportunities
Apple Genius Bar
L’Oreal Paris Living Lab
• Supporting connoisseurship and helping consumers do more with products they purchase
6363
Imperative #3: Motivate Consumers
Image: Creative Commons/[email protected]
6464
The RBoF Is Moving Toward Sustainability
Euro RSCG Future of the Corporate Brand Study (U.S.)
To reduce packaging cost and waste, Wal-Mart now scores its 60,000 worldwide suppliers on ability to develop eco-packaging and conserve natural resources; estimated corporate savings: $3.4BN
6565
Communicating Sustainability to the New Consumer
• Retailers and manufacturers are communicating green values through use of natural materials, muted colors, signage, simplified packaging, etc.
• Taking cues from farmers’ markets
6666
• From Google and Apple to Starbucks and Whole Foods, many of today’s leading brands have 1 thing in common: a strong set of beliefs that is clearly articulated
The RBoF Has a Purpose Beyond Profit
Euro RSCG Future of the Corporate Brand Study (U.S.)
It is important that companies stand for something other than
profitability
96% 95% 86%
83% 87% 80%
P:
O:
How much do you agree with each of the following statements?
Strongly/Somewhat Agree
“Customers must recognize that you stand for something.”
—Starbucks CEO Howard Schultz
6767
Shouting It Out
• The most value accrues to those companies that take a bold stance and publicly declare their values and clearly defined objectives
6868
Expressing Values Across Every Touchpoint
6969
Communicating a Reason to Care…
• Consumer education is vital to a successful values-based branding effort; the best initiatives make customers feel personally invested in a cause
7070
…and Making It Easy for Consumers to Participate
7171
Conclusion: Getting to the Future First
• In future, shopping will be more proactive and considered_ More research prior to purchase_ More consumer-to-consumer communication via product/company reviews and ratings_ More conscientious shopping choices related to environmental, ethical, and socio-
political concerns
• Prosumers continue to offer glimpse of the future in terms of both how they’re shopping and what they’re buying
• Brands that will own the future will…_ Be transparent in communications and give consumers access to all the
information/tools they need (e.g., customer reviews and ratings)_ Communicate a single-minded vision_ Serve as industry leaders and standard bearers_ Drive meaningful change_ Address consumers’ twin pulls of selfishness and altruism by providing products and
services that contribute to both the individual and the greater good
727272
Media Inquiries
For inquiries regarding Euro RSCG Worldwide’s studies, please contact:
Lisa Gruber Global Communications Manager Euro RSCG Worldwide T +1 212.886.2018 E [email protected]
7373
For more insights from Euro RSCG research, visit www.prosumer-report.com
And follow us on Twitter (@prosumer_report)