Continuous thinking is the undeniable future of all things retail - understanding how "share of experiences" leads to happier customers will create a future proof and distinctive proposition. This was presented at the Global Retail Forum in Miami, FL on May 6th, 2016 by Tim Greenhalgh.
11. 7 8 % O F M I L L E N I A L S
P R E F E R T O S P E N D
M O N E Y O N
E X P E R I E N C E S
O V E R P R O D U C T SHarris Research International 2015
24. The Consumer Conversation
The Experience void between
brands and their consumers
Source: EConsultancy
OK IS
NO LONGER
OK
51%EXPERIENCE
20%PRICE
20%PRODUCT
9%OTHER
59%Someone offered more
49%Switched in 2015
30%Previous brand failed them
25. Tr e v o r E d w a r d s
P r e s i d e n t N i k e B r a n d
W e ’ r e n o t i n t h e b u s i n e s s o f
k e e p i n g m e d i a c o m p a n i e s a l i v e …
… w e ’ r e i n t h e b u s i n e s s o f
c o n n e c t i n g w i t h c o n s u m e r s ”
26. “Starbucks is not an advertiser;
people think we are a great
marketing company, but in fact
we spend very little money on
marketing and more money on
training our people”
H o w a r d S c h u l t z
C h a i r m a n a n d C E O - S t a r b u c k s
46. MINDSTATES
LOCATING
EASY TO FIND
USEFUL REMINDERS
REASSURANCE
I WANT A PAIR
OF NIKE FLYKNIT
BLUE SIZE 8
Dreaming
No specific
purchase intent
Exploring
Purchase intent
in the category
Locating
Specific product
or service
47. MINDSTATES
EXPERIENCING
CARE AND ADVICE
ACTIVE COMMUNITY
GETTING MOST OUT OF PURCHASE
Dreaming
No specific
purchase intent
Exploring
Purchase intent
in the category
Locating
Specific product
or service
Experiencing
Post-purchase
using product or serv
I WANT TO GET
THE MOST OUT
OF MY RUNNING
ACHIEVING