This is a presentation I developed on Retail Marketing Consumer trends. It was presented last year at the POPAI South Africa conference in Johannesburg in 2012
4. THERE IS A TENDENCY TO FOCUS ON THE PRODUCT/SEGMENT/CATEGORY
5. 8/10 NEW PRODUCT RELEASES FAIL.
IN EUROPE NEW PRODUCTS SURVIVE ONSHELF FOR 10 WEEKS
IN JAPAN, IT’S ONLY 2!
YET…
6. THERE IS A TENDENCY TO FOCUS ON THE STORE DESIGN/ASSORTMENT/PRICE
7. YET…
According to the research, in the UK, nearly 15,000 shops closed in town centres between
2000 and 2009, but a further 10,000 shut in 2010 and 2011. (DAILY MIRROR 2012)
8. THERE IS A TENDENCY TO FOCUS SOLELY ON THE CAMPAIGN…
9. YET…
PWC puts worldwide ad spend at $467 billion across all media in 2013, while
consumer confidence in advertising is at an all time low
10. BIG THINGS ARE DONE WELL - IT’S THE SMALL THINGS THAT ARE DONE POORLY
16. ON AUTOPILOT..
This Kantar World Panel data shows that on subsequent shopping trips, 80% of the time the
shopper buys either the exact same item on the next trip, or perhaps a different variety of the
same brand, while 20% of the time they may purchase a different brand from that category.
38. 1. MARKETING AS SERVICE DESIGN
2. REDEFINE LOYALTY AND THE VALUE OF LIFE
LONG CUSTOMER (PERSONALISATION)
3. THE STORE BECOMES THE PRODUCT
EXPERIENCE CENTRE
REINVENTION FOR RETAIL & REVOLUTION FOR BRANDS
39. 1. MARKETING AS SERVICE DESIGN..
Marketing as Service Design offers a new mandate for marketing
departments; it not only improves the brand experience, but creates
value and transforms business, often by transforming the lives of the
customers. The challenge for the marketers and agencies helping them is
reprogramming their objectives to towards continually building and
sustaining value for the long term.
44. 2. REDEFINE LOYALTY AND THE VALUE OF LIFE
LONG CUSTOMER (PERSONALISATION)
Shoppers are sharing their personal data with retailers and brands
through opt-in platforms to trade for a better level of service. By having
access to the information like preferences and purchase histories - sales
associates and service representatives can deliver more personalised
interactions and tailor product recommendations. This allows for a more
customised and thoughtful shopping experience.
45. 2. REDEFINE LOYALTY AND THE VALUE OF LIFE
LONG CUSTOMER (PERSONALISATION)
KURT GEIGER SA – VIP SUITCASE
46. 2. REDEFINE LOYALTY AND THE VALUE OF LIFE
LONG CUSTOMER (PERSONALISATION)
STOP & SHOP – SCAN IT CHECKOUT
47. 2. REDEFINE LOYALTY AND THE VALUE OF LIFE
LONG CUSTOMER (PERSONALISATION)
COCA COLA (AUS) – LABEL NAME
48. 3. THE STORE BECOMES THE PRODUCT EXPERIENCE CENTRE
Despite the threat of online shopping and digitally empowered consumers
the physical store will remain as important as ever in the delivery of
meaningful human-led product experiences. The role of the physical store
will evolve from transactional to experiential – and according to Deloitte
Store 3.0 Survey 2011 “in 5 years, providing the customer with a
compelling brand experience will become the primary function of the
store..”
49. 3. THE STORE BECOMES THE PRODUCT EXPERIENCE CENTRE
APPLE - STORES
50. 3. THE STORE BECOMES THE PRODUCT EXPERIENCE CENTRE
SPRINKLES - ATM
51. 3. THE STORE BECOMES THE PRODUCT EXPERIENCE CENTRE