trendwatching.com’s SERVILE BRANDS — Presentation Transcript

1. trendwatching.com’s free monthly Trend Briefing October 2012SERVILE BRANDSWhy for brands, serving, assisting, and lubricating is the new selling.trendwatching.com/trends/servilebrands

2. SERVILE is: Definition: Yes, consumers are more demanding, time-starved, informed, and choice- Letting customers try out first saturated than ever-before (we know you know). For brands to prosper, the Helping customers monitor anything solution is simple though: turn SERVILE. This goes far beyond offering great customer service*. SERVILE means turning your brand into a lifestyle serv- Helping customers find anything real-time ant focused on catering to the needs, desires and whims of your customers, Helping customers understand everything wherever and whenever they are. real-time * Everyday great ‘customer service’ will of course forever be crucial: a 2011 American Being there when customers truly need you, Express survey found that 70% of American consumers were willing to spend more with even if they didn’t realize it yet brands that provided a great service, and a whopping 60% thought brands weren’t think- Picking up where the government isn’t ing enough about the service experience. Helping customers save money Helping customers start the day pleasantly Helping customers to make the most of it Bringing customers recommendations that actually make sense Making things more seamless for customersw w w. t r e n d w a t c h i n g . c o m SERVILE BRANDS 2

3. Drivers | Three key changes among consumers are driving the need for your brand or business to go truly SERVILE: Image courtesy of fridaypuppy.com 1. ON DEMAND 2. TIME 3. EQUALS COMPRESSION We’ve repeatedly flagged up the sky-rocketing number The endless abundance and increasing material affluence in Here’s the new reality: consumers will never again revere of CITYSUMERS (urban consumers). CITYSUMERS who modern consumer economies (yes, even amongst financially brands the way they used to: crave the endless novel and exciting experiences that modern challenged consumers), has led to an increasing feeling of • Only 47% of consumers around the world say they trust hyper-cities offer. Which is why they will seek out or even being time-starved. paid media (television, magazine and newspaper ads), a demand SERVILE BRANDS – brands that can help empower decline of over 20% since 2009. Indeed, a survey by research company Datamonitor found them or offer them the freedom and flexibility to make the that 44% of consumers across 14 countries now say that it’s • 92% of global consumers say they trust earned media most of urban life. difficult to manage their daily obligations and find time to relax. (word-of-mouth and recommendations from friends and Completely connected, they also expect the best of the No wonder then that consumers are demanding tools and family) above all other forms of advertising, an increase of online world – instant information and immediate gratification services to help them get the most from the present moment, 18% since 2007. – to be built-in to their offline experiences. That’s why however brief. This NOWISM world means brands have no • Online consumer reviews are the second most trusted SERVILE BRANDS bend over and do as they’re told ;-) choice but to satisfy consumer demand for instant gratification form of advertising with 70% of global consumers and ultra-convenience. That’s why SERVILE BRANDS cut trusting them, an increase of 15% in four years. to the chase, and save their customers time. In any possible (Source: Nielsen, April 2012) way. • Only 29% of consumers in Brazil, China and India say that it pays to be loyal to favored brands. (Source: COLLOQUY and Epsilon’s Cross-Cultural Loyalty Study, 2011) With consumers increasingly turning to (and trusting) other consumers, brands can no longer expect to be able to craft or control

their image. Another reason to be SERVILE and put the needs of your customers above your own.w w w. t r e n d w a t c h i n g . c o m SERVILE BRANDS 3

4. SERVILE is: Letting customers try out first Orca Chevrolet’s Rescue Hyundai Home Shopping Drive In May 2012, Hyundai Home Shopping introduced its To promote the release of Chevrolet’s Cobalt model, new mobile application, ‘H-Codi’. It is a ‘virtual fashion Brazil-based car dealership Orca Chevrolet launched coordination’ program with Augmented Reality Technology. the Rescue Drive campaign in early 2012. The Via this application customers can virtually try on or test promotion targeted consumers after a breakdown, most products from Hyundai Home Shopping. For example, when they were likely to be frustrated with their own the camera on smart phones scans customer’s face vehicles. Stranded drivers who called participating or body, and shows pictures with co-ordinated fashion tow trucks were surprised by an accompanying products such as earrings, neckties and handbags. This Chevrolet Cobalt, which they were given the service is also available for interior accessories and more; opportunity to test drive. about 70,000 products are available. Augmented Reality photos can be saved, and also shared with friends via Cacao Talk (Korean WhatsApp) and Facebook.w w w. t r e n d w a t c h i n g . c o m SERVILE BRANDS 4

5. SERVILE is: Letting customers try out first Marks & Spencer’s Virtual This Trend Briefing is obviously Manicure only the tip of the iceberg Trend database + Monthly Updates + Tips Marks & Spencer’s Virtual Manicure is a free online and in-store service which enables customers to test Our Trend Database (just one part of the Premium the UK retailer’s nail polish range on their own fingers. Service) gives you access to ALL our trends, insights Shoppers upload an image of their hands and then and over 7,000 innovations we’re spotting on daily click on a nail color to see what it would look like basis. before they purchase it. FIND OUT MORE & SEE WHAT ELSE YOU GET »w w w. t r e n d w a t c h i n g . c o m SERVILE BRANDS 5

6. SERVILE is: Helping customers monitor anything Volkswagen China’s Think Blue Babolat’s Play & Connect In early June 2012, Volkswagen launched its first Set to launch during 2013, Play & Connect from eco-awareness mobile app in China. The ‘Blue French brand Babolat is a tennis racquet which Mobility’ app is the first in-car mobile app which features integrated sensors providing real-time tracks and analyzes users’ real-time driving behavior. information on gameplay. The device can detect It then provides tips and advice on how to curtail service speed, the power of each hit and ball spin, to excessive fuel usage. give players feedback on their performance. Sensors located in the handle also monitor the type of stroke and the position of the ball on the racquet, enabling analysis of both technique and game statistics. Data is sent wirelessly to a computer or smartphone, enabling users to view data and set goals.w w w. t r e n d w a t c h i n g . c o m SERVILE BRANDS 6

7. SERVILE is: Helping customers monitor anything China Survival Guide See the infographic » The China Survival Guide is a free iPhone app that A 1 minute summary of trendwatching.com’s Trend tracks food and health scandals across China, so Briefing on SERVILE BRANDS users don’t need to keep up with the news reports themselves. It was downloaded 200,000 times within a week of launching.w w w. t r e n d w a t c h i n g . c o m SERVILE BRANDS 7

8. SERVILE is: Helping customers find anything real-time Westfield: Shopping mall search SK Telecom’s Smart Cart Westfield, the world’s largest shopping centre Last October, a SK Telecom pilot tested Smart operator, added Google Commerce’s search Cart in Emart stores in Seoul, providing accurate in- functionality to its in-mall mobile app to save store information. Shoppers search for products and shoppers’ time in their malls. Shoppers can search discount coupons, and create a shopping list on the and compare prices across retailers in their local smartphone app; this is later user-authenticated and Westfield shopping mall, and call the local retailers to synced to shopping carts equipped with augmented check availability with one click. reality tablets. Smart Cart harnesses NFC technology to update real-time information such as product availability, membership points and check-out procedures. SK Telecom plans to officially launch Smart Cart in South Korea and China by the end of 2013.w w w. t r e n d w a t c h i n g . c o m SERVILE BRANDS 8

9. SERVILE is: Helping customers understand everything real-time Schiphol Airport’s Chinese Harrods’ Chinese translation app translation app In January 2012, Amsterdam’s Schiphol London department store Harrods also launched airport released a Chinese version of the Schiphol a free Chinese language smartphone app, offering app, offering information on flights, public transport shoppers functions such as an interactive guide to and product offers, as well as maps of the departure the store, restaurant menus, and details on events lounges, all in Mandarin. The app also enables taking place. translation of signs in the airport, via a recognition system using smartphone cameras.w w w. t r e n d w a t c h i n g . c o m SERVILE BRANDS 9

10. SERVILE is: Being there when customers truly need you, even if they didn’t realize it yet IKEA For many residents of Quebec (Canada), property Montreal that could be assembled into moving leases expire on July 1st. This makes it a popular boxes. The posters were printed with slogans that moving day, and thus storage items such as encouraged residents to take them home, and also cardboard boxes are in high demand. So last year, included discounts on new furniture. IKEA put up 2,000 cardboard posters aroundw w w. t r e n d w a t c h i n g . c o m SERVILE BRANDS 10

11. SERVILE is: Picking up where the government isn’t Dial Direct’s Pothole OUTsurance Pointsmen Brigade OUTsurance is a South African insurance Another South African insurance firm Dial Direct, company that put traffic wardens on the streets of launched the Pothole Brigade, a road maintenance Johannesburg, Cape Town and Tshwane – to ease initiative that repaired over 50,000 potholes in and the traffic flow at dangerous or congested junctions. around Johannesburg, as drivers reported them. Sadly, red tape recently killed the initiative, but there are plenty of other cities that could benefit from a similar set-up.w w w. t r e n d w a t c h i n g . c o m SERVILE BRANDS 11

12. SERVILE is: Picking up where the government isn’t Like what you’re reading in this Safaricom’s Daktari 1525 Trend Briefing, but want more? Trend Report 2013 (Released November 20) In the last quarter of 2011, Kenyan telco provider Safaricom partnered with mobile health specialist Call-a-Doc to launch Daktari - 1525. Subscribers Our 2013 Trend Report (just one part of the Premium can get medical advice from qualified personnel for Service) outlines the crucial consumer trends that around two cents per minute by dialing ‘1525’. The need to be on your radar for the year ahead. Split service does not offer diagnosis or prescription, only into major themes and featuring 40+ trends, the an appropriate

level of counsel and (when necessary) report covers every major development in the (very reference to local medical centers. All calls are turbulent!) consumer arena. confidential. FIND OUT MORE & SEE WHAT ELSE YOU GET »w w w. t r e n d w a t c h i n g . c o m SERVILE BRANDS 12

13. SERVILE is: Helping customers save money 22seven Billshrink / Orange Launched in South Africa in January BillShrink is a US based service that analyzes 2012, 22seven is a financial services platform that consumers’ phone bills (once the owner looks at users’ bank statements to determine where grants access), before making a personalized they could save money. Consumers can see where recommendation of one of the 10 million plan they generally spend money, and where they might combinations it monitors. be overspending; they are then offered strategies and UK mobile provider Orange offers pay monthly plans to help them reduce their outgoings. To use customers a service that checks whether they are on 22seven requires members to disclose full details of the best available talk plan (based on their call, text bank accounts and passwords. and data usage history) every six months.w w w. t r e n d w a t c h i n g . c o m SERVILE BRANDS 13

14. SERVILE is: Helping customers save money Samsung’s Upgrade Bank of America’s Program BankAmeriDeals The Samsung Upgrade promotion encourages US Bank of America’s BankAmeriDeals program offers customers to trade in old smartphones in exchange customers promotions based on the retailers they for a Galaxy. After purchasing the Galaxy S2, S3 frequent. When users check their account online or or Note, users upload information about their used via the app, cashback offers are listed next to the smartphone to Samsung’s Facebook page and names of participating stores they have shopped at. receive a quote for its value. Consumers send off their Rewards can be redeemed at the locations on future old device in return for a check of up to USD 300. visits.w w w. t r e n d w a t c h i n g . c o m SERVILE BRANDS 14

15. SERVILE is: Helping customers start the day pleasantly Boondoggle’s Winter Wake-Up Uniqlo’s Wake Up Winter Wake-Up is an app that functions as a In a similar vein, Uniqlo Wake Up is a free app which standard alarm clock, but (by connecting to online wakes users up with music automatically created weather forecasts) wakes users earlier than usual if based on the weather, with a melodic voice to there has been unexpected snow or icy conditions announce the time, conditions and day of the week. during the night. Users can choose not to be woken at all if extreme conditions make their commute hopeless. w w w. t r e n d w a t c h i n g . c o m SERVILE BRANDS 15

16. SERVILE is: Helping customers to make the most of it autoTRADER’s autoLYZER DuniaFitnes Canadian auto classifieds autoTRADER created Indonesian fitness and health portal DuniaFitnes the autoLYZER Facebook app, which uses data released a smartphone app offering tailored training from users’ Facebook profiles (including recent regimes as well as health-related information, photographs, social activities, comments and including nutrition tables and fitness videos. The free interests) to generate three vehicles available for sale app also features a store where users can purchase which suit their lifestyle and personality. fitness and wellbeing products.w w w. t r e n d w a t c h i n g . c o m SERVILE BRANDS 16

17. SERVILE is: Helping customers to make the most of it Emporio Armani’s EA7 “44% of consumers across 14 countries now say that it’s difficult to manage their daily obligations and find time to Emporio Armani has created a mobile app for its relax.” sports apparel range EA7, providing consumers with lifestyle and fitness tips. The app is free and offers interactive experiences, games, and content that links to the clothing collection.w w w. t r e n d w a t c h i n g . c o m SERVILE BRANDS 17

18. SERVILE is: Bringing customers recommendations that actually make sense Ticketmaster Hellmann’s & St. Marche US based Ticketmaster unveiled a ticketing In May 2012, Hellmann’s offered recipes tailored Facebook app in January 2012, enabling users to to the ingredients the shopper had just purchased. browse music events, see which shows their friends Custom software was installed in cash registers at are attending, read reviews, schedule a wishlist Brazilian supermarket chain St. Marche. When a of upcoming concerts they hope to attend, and shopper bought a jar of Hellmann’s mayonnaise, of course, purchase tickets. The ‘Recommended the cash register recognized this and generated a Events’ feature uses Spotify integration to see which custom recipe based on the mayonnaise and the acts the visitor has been posting about online, and other ingredients that were purchased, automatically sharing with friends, so that it can provide a list of printing this on the receipt. suggested concerts.w w w. t r e n d w a t c h i n g . c o m SERVILE BRANDS 18

19. SERVILE is: Making things more seamless for customers Ford’s KeyFree Vodafone & Richard Nicoll To promote Ford’s KeyFree technology (which Vodafone UK and fashion designer Richard allows drivers to unlock and lock vehicles with NFC Nicoll created a handbag that can power a mobile fobs), the automaker created an app that logs into a phone while on the move. After the bag is charged user’s digital accounts, without them having to type from a mains power outlet (using a cable that in their passwords. Consumers enter their usernames magnetically attaches to the exterior), it carries up to and passwords into the free app, and when they two days worth of extra battery. approach a synced computer, it detects their (Bluetooth enabled) device’s proximity and signs into the pre-registered programs.w w w. t r e n d w a t c h i n g . c o m SERVILE BRANDS 19

20. SERVILE is: Making things more seamless for customers Virgin America & Rock the Toyota & Nintendo Vote Toyota has launched a facility enabling drivers in Virgin America and nonprofit Rock the Vote have Japan to control in-vehicle Smart Navi GPS units via launched a service in the US that allows passengers Nintendo DS and Bluetooth. Drivers or passengers to register to vote for the 2012 presidential election, can purchase a ‘Kuruma de DS’ utility card (costing using the in-flight entertainment system. USD 92) which is inserted into the Nintendo console to allow syncing of pre-saved routes, and navigation.w w w. t r e n d w a t c h i n g . c o m SERVILE BRANDS 20

21. SERVILE is: Making things more seamless for customers Health Street’s DNA Testing Evian’s Smart Drop Health Street, a medical testing company from New The Evian Chez Vous website lets Parisians order York, offers mobile paternity tests via its Who’s Your bottled water for direct delivery to their homes and Daddy? van that cruises the streets of New York. For businesses. Users can order other products from the USD 299, passersby can have a cheek swab taken Danone group, including Badoit or Volvic water. In for analysis in the vehicle’s lab, with results delivered 2013, the service will be

accompanied by the Smart in a couple of days. Drop; a wifi-enabled fridge magnet allowing members to order water automatically by pushing a button.w w w. t r e n d w a t c h i n g . c o m SERVILE BRANDS 21

22. SERVILE is: Making things more seamless for customers Red Tomato Pizza’s Fridge Magnet Turkcell’s Mobile Order The VIP Fridge Magnet from Dubai’s Red Tomato Turkcell announced plans to launch an in-home Pizza allows customers to order their favorite pizza contactless ecommerce solution. Customers that at the touch of a button. Members of the loyalty own the NFC-enabled Turkcell MaxiPlus5 will be program were sent free magnets, which use a able to hold their device against a fridge magnet smartphone’s Bluetooth functionality to connect (that comes with the smartphone) to trigger Mobile to the Internet. Once customers have pressed the Order, an online shopping application. Burger King, button on the magnet, the pizza is delivered to their Migros, and energy supplier Avgaz are some of the registered address. major brands to have partnered to be included on the Mobile Order app. Existing contract customers can upgrade to the new device from TRY 5 (USD 2.75) a month.w w w. t r e n d w a t c h i n g . c o m SERVILE BRANDS 22

23. SERVILE is: Making things more seamless for customers Ushuaïa Ibiza Beach Hotel This Trend Briefing is obviously & PayTouch only the tip of the iceberg Industry Trend Reports Ushuaïa Ibiza Beach Hotel teamed up with Barcelona-based biometric payment provider PayTouch so that guests (who register upon As a Premium member you receive instant access to arrival) can make payments with their fingerprints. All 15 Industry Reports in the form of interactive PDFs the facilities at the destination are equipped with print and PowerPoint - from Food & Beverage to Financial scanning devices so that visitors needn’t carry their Services. wallets or cards around. FIND OUT MORE & SEE WHAT ELSE YOU GET »w w w. t r e n d w a t c h i n g . c o m SERVILE BRANDS 23

24. SERVILE is: Making things more seamless for customers GS25’s Convenience Tesco’s Virtual Grocery Stores Store ‘My Refrigerator’ service from GS25 (a South UK supermarket Tesco debuted an interactive virtual Korean convenience store chain) caters to customers grocery store at Gatwick Airport in the UK. Travelers who are keen on additional gifts with a purchase, like departing for a holiday can order food supplies ‘1+1’ products (two for one or promotion package from digital displays with their smartphones. The products), but find additional gifts a burden for them purchased items are delivered to their homes in time to carry. With ‘My Refrigerator’ service, customers for their return. can save additional gifts in their own virtual refrigerator instead of taking them right away, and pick them up any time during the validity period in any GS25 stores. If they want, the products can be also given to friends as a present.w w w. t r e n d w a t c h i n g . c o m SERVILE BRANDS 24

25. NEXT First of all, not ALL brands need to be 100% servile: certain luxury brands or the Apples of this world can get away with being DOMINANT BRANDS. Now, if you’re not Gucci or Apple, how to get started? First, realize that servile brands always put themselves second. For most brands/business, this means a radical change in mindset. Understand that the days of revered brands are over. It’s not about telling your customers that you are important, and they can have a slice of you if they pay for it. Instead, it’s about telling customers: “Whatever you need or want, we’re here to help” (or even better, “We know what you want, here, we’ve already done it for you”). Pushed to extremes, there are huge opportunities for truly SERVILE BRANDS, that are able to transcend their current offerings and provide

complete lifestyle solutions for their customers. For marketers, SERVILE BRANDS means thinking about creating marketing that isn’t marketing. If consumers aren’t searching for, adopting, installing, or sharing your efforts (in whatever form: product, service, app, content etc), then you need to get back to the drawing board. Now ;-) Run with the examples above, take another look at our BRAND BUTLERS Trend Briefing, and go all out in creating new concepts, services and products that are infused with servility. Meanwhile, we’ll do our best to please, serve and satisfy you by bringing you a new, free Trend Briefing early November. Make sure you’re subscribed! w w w. t r e n d w a t c h i n g . c o m SERVILE BRANDS 25

26. NEXT Enjoyed this Trend Briefing? Want more? Click below and make sure you stay on top of all the trends, insights and innovations that matter: Previous Trend sign up Briefings Trend Seminars To receive our free monthly Trend Briefings Read all our previous free Trend Briefings, all the No time? Attend one of our exclusive trend seminars by email way back to 2002! and hear about all the key trends. Share tips Premium Service Share this Trend Briefing your team, your Want to track and apply trends yourself? Click Need access to all the vital consumer trends, insights clients or your friends, and make sure they’re and innovations? Our Premium Service is for you. here for our top tips. in the know too.If you have any comments, suggestions or About usquestions then please do let us know. Just Established in 2002, trendwatching.com is world’s leading brands as clients, while our freeemail: the world’s leading trend firm, scanning the monthly Trend Briefings go out to over 160,000 globe for the most promising consumer trends, subscribers in 180 countries.ANDREA THORN insights and related hands-on business ideas. More atHead of Client Services Our Premium Service counts many of the www.trendwatching.comandrea@trendwatching.com