The Harry potter generation and digital trends

December 2015
THE HARRY POTTER
GENERATION EXPECTS MORE
MAGIC

2
Consumers are digitally mature

Copyright © 2015 Accenture All rights reserved. 3
End-consumers are digitally
mature, but some industries
are lagging behind. Financial
services is the leading player
in digital.

Value chains gets blurrier lines and digital communication is
disrupting the traditional structures. It is now expected that all
players communicate with me!
Producing private labels under the mother brand
Direct sales with e-commerce and physical sales with experience centers
E-commerce with click and collect or home delivery
Communicating a brand for both the consumer goods house and the individual brands
The traditional physical shopping

5
Consumer trends in relation to our needs, wants and
the macro environment

Structuring the trends based our favorite guys:
Maslow, Potter and Porter
Basic needs
Expectation
Drivers of change
Needs are anchored in our ability to make social connections,
as belongingness is the driving force of all human behaviour.
Scientists argue that we would not have a single need if we
didn`t have a social network to impact us.
The Millennials grew up with technology and Harry Potter. That`s
why this generation has higher and different expectations. The
Harry Potters expect boring transactions to disappear and
confidently expect and want more magic in products and services.
Society, people and trends are affected by the
bigger external
macro trends found in the PESTEL
framework.

6 digital consumer trends to familiarize with to be
truly relevant to the Harry Potters
People 2 People
Physical
experience
The sixth sense Interaction
Personalisation
Convenience &
seamlessness

We expect smooth speed
and no gaps - turning
convenience and
seamlessness into hygiene
factors
Social SpeedSelf

The new way to shop from home – Say it or scan it
and it is in your basket
Click me for film

Receive your online shopping
at your doorstep within the hour

Ever wanted something someone
wore in an Instagram picture?

We expect to borrow from others, and we expect
that we can trust people with a Facebook profile to
rent our home
Social Share
Click me for film

Finding gaps and filling gaps with new business
models

The Airbnb of everything:
Filling the gaps where someone has a lot of
something I need just a tiny bit of

When communities meets
“Lørdagsrådet” you can
crowdsource the ultimate
SMS reply

Self
We expect products, services and channels to be
perfectly fitted to MY wants and needs
“Treat me as ME, not someone like me”

We expect to be able to control the
uncontrollable. Like 3Dprinting the
engagement ring to pick the right one
…and avoid disasters

Need a sofa before the carpet, and two chairs
before the sofa to know the size, but need the
carpet first to place the furniture on top of it…
Click me for film

Sorta you isn’t you…
Click me for film

Most of all I trust my friends’ advice. How come we
feel more friendly with some brands?
SafeSocial
Click me for film

I trust my friends, but I trust you too.
Creating a loyalty program that consumers value
increases switching costs in today`s disloyal
customer base.

From the LEGO community:
‘Hi, I am Marksassius. Have been playing with LEGO
since 1978. I like space LEGO but will play with all
sets.
Space!’

Consumers expect to rely
on the brands as their
sixth sense
SelfSocial

Amazon ships the goods just in case,
and you most probably will order them..

Smartcar prepares
your electric car for
the next ride without
you even telling it
where or when..

Instagram always knows my interests and I don’t
even mind that they have started advertising!

The Hipster movement is a
revolution against screens! Social, Self and Surprise
are three new hygiene factors to look out for.
SelfSocial Surprise

Creating that unique and different, but consistent
in-store experience is setting you apart

Bringing physical and digital together
helps bridge the gap for the consumers. We don’t
even distinguish the two anymore!

We have proof that experience is IN:
The players that went online-only now seek
personal contact with the consumers in new
experience centers and pop-ups

Families go on digital detoxing:
Disconnect. To reconnect with reality.

Thinking about the brands we love, not just like – what have they
done to make us fall in love?
People 2 People
Convenience and seamlessness Physical experience
The sixth sense
Interactive brands
Personalisation
Interactive session: Place your favorite brand next to the trend you think
they are exceptionally good at

Adele Heger
Accenture Digital
Interactive
Kamilla Vedeler
Accenture Consulting
Digital Customer
kamilla.vedeler@accenture.com
adele.heger@accenture.com

The Harry potter generation and digital trends

Recommended

Recommended

More Related Content

Recently uploaded

Recently uploaded (20)

Featured

Featured (20)

The Harry potter generation and digital trends