UXSG#2 Keynote Presentation

We’re getting closer

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


Traditional retail experience

AWARENESS RETAIL EXPERIENCE

STORE



Personal + Retail

Personal + Retail

Developing retail experience

Omnichannelretailing

STORE



Personal + Retail

Personal + Retail


Constant connectivity

STORE



Personal + Retail

Coming soon to a TV near you

Personal + Retail


STORE


Sellingideas

(brand experience)

Selling goods

What does this mean to retail?


Benefit

Try on before buying online



“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




Benefit

Convenient convenience



Benefit

Shop straight from your magazine


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


What does this mean to customers?

HAVE TO GO

CompareOpinionPrice

AvailabilityFeatures

Promotions

Rational



HAVE TO GO

CompareOpinionPrice

AvailabilityFeatures

Promotions

WANT TO GO

Touch / Play / TryPersonalisationConversationReassuranceNegotiation

Rational Emotional


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.



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.



The single biggest opportunity to

forge customer relationships...

What does this mean for retail brands?


... is to give memorable store

experiences

The single biggest opportunity to

forge customer relationships...

What does this mean for retail brands?


How we are getting closer...


I am not the same as 23% of your customers


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


WARRIORBUSINESSMAN

ACCOUNTANT

HUSBAND

VOLUNTEER

GENIUS

MENTOR

MUSICIAN

TEACHER


BUSINESSMANCOMPOSER

SUPERHERO

ARTIST

FATHER

FRIEND

MENTOR

FILM MAKER

STUDENT


Everyday people do remarkable things

powered by


Thank you


UXSG#2 Keynote Presentation

Design

Transcript of UXSG#2 Keynote Presentation