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TWITTER @JOHNGERZEMA
A BRAVE NEW CONSUMER WORLD
       JOHN GERZEMA | STORE 2012




2                                  Copyright 2011, John Gerzema
Source: Flickr, Eric Fischer
3                                  Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
POWER HAS SHIFTED TO CUSTOMERS
AS TECHNOLOGY BECOMES CULTURE




              Boy Scouts debut Badge in Robotics

4                                            Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
694,445             1,600+
                                                      SEARCH            READS ON
                                  98,000+             QUERIES            SCRIB’D      370,000+
                                   TWEETS                                            MINUTES CALLS
                                  ON TWITTER                                           ON SKYPE




                            13,000+                                                            20,000+
                            iPHONE APPS
                           DOWNLOADED                       EVERY                              NEW POSTS
                                                                                               ON TUMBLR

                                                           SECOND
                             6,600+                                                        13,000+
                           NEW PICTURES                                                    HOURS MUSIC
                           ARE UPLOADED                                                   STREAMING ON
                             ON FLICKR                                                      PANDORA

                                            12,000+                                100+
                                          NEW ADS POSTED          70+
                                                                               NEW LINKEDin
                                           ON CRAIGSLIST         DOMAINS        ACCOUNTS
                                                                REGISTERED




5   Source: Go-Globe.com                                                                      Copyright 2012, John Gerzema | BAV Consulting | WPP PLC
TECHNOLOGY, BY THE NUMBERS...

Web economy 'to double by 2016' |Americans spend 100K
years on Facebook each month | More Americans are on
Facebook than have a passport | A gamer is three times more
likely to be an adult woman than a minor male |48 hours of
footage uploaded to YouTube every minute | More U.S. adults
own a smartphone than have a college degree | Apple Makes
75% of Profits, With Only 9% of the Phones | Half of US twenty-
somethings have no landline | 28% of US smartphone owners
use them as primary net connection | One Billion smartphone
sales per year by 2016 | U.S. Has More Wireless Devices than
People | Mobile Payments To Triple To $670B By 2015 | Avg. US
households receive a personal letter only once every 7 weeks
 6   Source: Pew Center. Juniper, NPR, U.S. Postal Service, Forrester, BAV Consulting   Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
SMARTPHONES: A LOVE AFFAIR




7                            Copyright 2012, John Gerzema | BAV Consulting | WPP PLC
8   Copyright 2012, John Gerzema | BAV Consulting | WPP PLC
9   Copyright 2012, John Gerzema | BAV Consulting | WPP PLC
THREE FORCES AS CATALYSTS


                        CHANGING
                        CONSUMER
                        DYNAMICS




                      A BRAVE NEW
                       CONSUMER
                         WORLD
           CHANGING                TECHNOLOGY
           MERCHANT                 ADOPTION
           DYNAMICS




10                                   Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
CHANGING CONSUMER DYNAMICS


                                                                                                                         • By 2020 31% of the world’s population
                                                                                                                           will be under the age of 351

                   CHANGING
                                                                                YOUNGER                                  • 40% of Canadians will be under the age
                                                                                                                           of 35 in 20202
                   CONSUMER                                                    CONSUMERS
                   DYNAMICS                                                                                              • Half of US 20-somethings have no
                                                                                                                           landline3


               A BRAVE NEW
                CONSUMER
                  WORLD
 CHANGING                                                                                                                • By 2030, 2/3 of the world’s population
 MERCHANT                               TECHNOLOGY
                                         ADOPTION                                                                          could be middle class4
 DYNAMICS
                                                                                 GLOBAL                                  • BRICs could account for 50% of global
                                                                                                                           equity markets by 20505
                                                                               PROSPERITY
                                                                                                                         • Single largest transfer of wealth in
                                                                                                                           American history6




     1Infosys, 2 2012 U.S. Census Bureau, International Programs: International Population Projections 2020,   3   FCC June
11   2011 4 Brookings Institute 2010, 5 Goldman Sachs Global Economics 2009, 6 PEW Center 2011                                Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
CHANGING MERCHANT DYNAMICS


                                                                                     • 52% of Canadian online adults prefer to
                                                                        MINDFUL        research a product online before
                                                                                       purchasing1
                      CHANGING
                      CONSUMER                                         SHOPPING
                      DYNAMICS                                                       • 43% of US retail sales are influenced by
                                                                                       the web1


                 A BRAVE NEW
                  CONSUMER
                    WORLD
                                                                                     • 44% of US consumers reported 1+ P2P
 CHANGING                                                                              fund transfer in 2009, expected to rise
 MERCHANT                                  TECHNOLOGY
 DYNAMICS                                   ADOPTION                   PERSON TO       to 61% in 20142
                                                                      PERSON (P2P)   • 2010 P2P transfers totaled $7 billion,
                                                                     TRANSACTIONS      with substantial growth expected in
                                                                                       coming years2
                                                                                     • 4/10 mobile bankers made a mobile
                                                                                       P2P transfer in 20102




12   1   Delv/Nia Survey 2010, 2 Javelin Strategy & Research, 2011                    Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
TECHNOLOGY ADOPTION

                                                                                                                 • 2 billion people are connected to the
                                                                                                                   internet; 200 million more each year1
                                                                                                                 • $8 Trillion exchange hands each year
                                                                                                                   through ecommerce1
                                                                            EXPANSION OF
                      CHANGING                                                                                   • The internet accounted for 3.4% of the
                      CONSUMER                                              THE INTERNET                           GDP in 13 countries and 21% of the GDP
                      DYNAMICS                                                                                     in mature markets over the past 5 years1
                                                                                                                 • 28% of smartphone owners use them as
                                                                                                                   their primary net connection2
                 A BRAVE NEW
                  CONSUMER
                    WORLD
                                                                                                                 • 5 Billion mobile phones in use in 20101
 CHANGING
 MERCHANT                                 TECHNOLOGY
                                           ADOPTION                                                              • 45% of all Canadian adults have Smart
 DYNAMICS
                                                                            DEVICE                                 Phones3
                                                                         PROLIFERATION                           • 10.3 Million US Adults will own tablets
                                                                                                                   in 2010 rising to 82 Million in 20153
                                                                                                                 • Mobile banking customer base to reach
                                                                                                                   1.1 billion by 20155



     1   McKinsey Global Institute 2 ARS Technica, 2011 3 comScore, 2012 Canada Digital Future in Focus Report
13   4   Global Industry Analysts 2.0                                                                             Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
THE WORLD’S MOST EXTENSIVE STUDY OF
CONSUMERISM: BRAND ASSET VALUATOR®




WORLD’S LARGEST      800,000 CUSTOMER          QUARTERLY U.S.
DATABASE OF BRANDS   ATTITUDES,                PANEL OF 17,000
                     PERCEPTIONS AND           RESPONDENTS
ACADEMIC REVIEWED    VALUES
                                               $ 130 MILLON
17 ANNUAL STUDIES    50,000 BRANDS             INVESTED WITH DATA
COMPRISING 78%                                 BACK TO 1993
GLOBAL GDP           275 STUDIES IN 51
                     COUNTRIES



14                                       Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
TRAVELING THE GLOBE IN SEARCH OF THE
   BRAVE NEW CONSUMER WORLD

                                   REYKJAVIK
                                                   STOCKHOLM
                                       LONDON      BERLIN
                                        BRUSSELS
   SAN
FRANCISCO               NEW YORK
                                               ATHENS BEIRUT                       TOKYO
            ST LOUIS                            TEL AVIV
                                                    JERUSALEM       PARO      SHANGHAI
                                                            AHMEDABAD KOLKATA

         MEDELLÍN
                                                    NAIROBI
                       BOGOTÁ

               LIMA                                 THIMU




    15                                                        Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
BRAVE NEW CONSUMER WORLD #1
CURRENCY GETS CURRENT




16                            Copyright 2011, John Gerzema
TIM KUNDE
              FOUNDER
              FRIENDSURANCE
              BERLIN




17   Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
MARIA DAMANKI
              EUROPEAN
              COMMISSIONER
              MARITIME AFFAIRS
              AND FISHERIES
              BRUSSELS




18   Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
ANNA PEARSON
               FOUNDER:
               SPOTS OF TIME
               LONDON




19   Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
MOBILE COMMERCE IS RESHAPING THE MARKETPLACE
 “ EBAY BUYS ZONG FOR                  “MOBILE PAYMENTS TO TRIPLE                    “24% OF MOBILE USERS BANK
   $240 MILLION IN CASH TO              TO $670B BY 2015; DIGITAL                     FROM A PHONE.”
   BOOST PAYPAL’S MOBILE                GOODS WILL REPRESENT                             — Mobile Payments World
   PAYMENTS TECHNOLOGY.”                40% OF TRANSACTIONS.”
              — TechCrunch                         — TechCrunch                      “WHY MOBILE PAYMENTS
                                                                                      CAN'T COME SOON ENOUGH.”
 “ VC’S INVESTED $834 MILLION IN       “MOBILE PAYMENTS TO REACH
                                                                                                        — CNN Money
   SCORES OF FIN-TECH FIRMS IN          2.5B USERS GLOBALLY BY 2015.”
   2008 AND $1.4 BILLION IN 2011, UP           — Mobile Commerce Daily               “STARBUCKS CONTINUES TO
   75% FROM LAST YEAR .”
                                                                                      BLAZE M-PAYMENTS TRAIL.”
                — CB INSIGHTS          “TWO MAJOR INDIAN OPERATORS
                                                                                          —Mobile Payments World
                                        HAVE ANNOUNCED PLANS TO
 “ AN ADULT FEMALE IS 3X MORE           PURSUE MOBILE BANKING
                                        INITIATIVES.”                                “PAYPAL PREDICTS THE END
   LIKELY TO BE A GAMER THAN A
                                                — Mobile Payments World               OF THE WALLET BY 2015.”
   YOUNG MALE.”
                                                                                                    — Slashdot
                    — Ars Technica
                                       “INDIAN MOBILE BANK EKO RAISES
                                        $5.5 MILLION, PROCESSING $270                “MOBILE GAMING TO SURPASS
 “ NFC PAYMENTS TO GENERATE
                                        MILLION IN PAYMENTS A YEAR.”                  CURRENT CONSOLES.”
   $50 BILLION IN 3 YEARS.”
                                                         — TechCrunch                              — Slashdot
       — Mobile Payments World


20                                                                        Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
21   Source   Copyright 2011, BrandAsset Consulting/Young & Rubicam
22   Copyright 2011, BrandAsset Consulting/Young & Rubicam
23   Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
24   Copyright 2012, John Gerzema / BrandAsset Consulting /Young & Rubicam
25   Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
BRAVE NEW CONSUMER WORLD #2
CINDERELLANOMICS




26                            Copyright 2011, John Gerzema
VINAY GUPTA AND
TOM WRIGHT
C0-FOUNDERS
WHIP CAR
LONDON




 27               Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
MARIA ZIV
DIRECTOR OF THE
GOVERNMENT OF SWEDEN
TOURISM BOARD
@SWEEDEN
STOCKHOLM




28                     Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
CINDERELLANOMICS: WANT LESS, RENT MORE




                                66% AGREE                                67% AGREE




                                  Since the recession, I realize I am
                                  happier with a simpler,               Because of the recession, I   shop less
                                  more down-to-basics                            often than I used to
                                               lifestyle




29   Source: USA BAV All Adults Q1 2012                                                Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
30   Copyright 2012, John Gerzema | BAV Consulting | WPP PLC
31   Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
32
     Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
33   Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
34   Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
BRAVE NEW CONSUMER WORLD #3
REPUTATION.ME




35                            Copyright 2011, John Gerzema
ÖRN BáR⇥UR JóNSSON
CONSTITUTIONAL COMMITTEE
MEMBER
REYKJAVIK




36                         Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
IJAD MADISCH
              CEO/CO-FOUNDER
              RESEARCHGATE
              BERLIN




37   Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
GILES ANDREWS
FOUNDER
ZOPA
LONDON




38              Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
WITH TECH LEADERS, TRENDINESS AND ARROGANCE
GO HAND-IN-HAND

                  GOOGLE                                  APPLE                           FACEBOOK

     100                                  100                                  100




      75                                   75                                   75




     50                                   50                                   50




     25                                   25                                   25




      0                                    0                                    0
            02   04   06   08   09   10         02   04    06   08   09   10         02   04    06     08    09     10

           TRENDY
           UNAPPROACHABLE
           ARROGANT
39                                                                                   Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
40   Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
41   Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
42   Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
43   Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
44   Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
BRAVE NEW CONSUMER WORLD #4
GAMING YOUR LIFE




45                            Copyright 2011, John Gerzema
GRANNY HOLLY
                PARTNER:
                GRANNIES, INC.
                BANBURY, U.K.




46   Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
KENTARO OHARA
FOUNDER
COLISH
TOKYO




47              Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
48   Copyright 2012, John Gerzema | BAV Consulting | WPP PLC
49   Copyright 2012, John Gerzema | BAV Consulting | WPP PLC
50   Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
51   Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
52   Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
BRAVE NEW CONSUMER WORLD #5
THINKING OUTSIDE THE (BIG) BOX




53                               Copyright 2011, John Gerzema
NING LI
CO-FOUNDER:
MADE.COM
LONDON



 54           Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
ERIKO YAMAGUCHI
FOUNDER:
MOTHERHOUSE
BANGLADESH
AND TOKYO




55                Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
LEO RISKI
               ´
CULTURAL ATTACHE
FINDLAND
THE FELLESHUS
BERLIN




56                 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
BEYOND BRICK AND MORTAR, OR ‘STORE AS WI-FI’

                                WHERE A BRAND IS SOLD             “TRUSTWORTHY” 2007-2011:
                            INFLUENCES HOW I FEEL ABOUT A        BRICK & MORTAR VS. INTERNET
                                       BRAND                              RETAILERS


                                                            26
                                                            24
                                                            22
                                                            20

                            63% DISAGREE                    18
                                                            16
                                                            14
                                                            12
                                                            10
                                                                 2007        2010                 2011

                                                                         BRICK & MORTAR RETAIL
                                                                         INTERNET RETAIL




57   Source: USA BAV All Adults FY 2011-Q1 2012                              Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
58   Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
60   Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
61   Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
62   Copyright 2012, John Gerzema | BAV Consulting | WPP PLC
WHERE THESE TRENDS LEAD US:
A BRAVE NEW CONSUMER WORLD




63                            Copyright 2011, John Gerzema
RETAIL BRANDS ACROSS CANADA FACE MORE
 COMPETITION IN THE BRAVE NEW CONSUMER WORLD

WHILE TOTAL                     USAGE AND PREFERENCE HAVE INCREASED

                   STRONG LOYALTY TO SPECIFIC BRANDS IS DECLINING

                   Use Regularly               Use Occasionally   One I Prefer           One Of Several


                    -12%                                           -8%                                     13%
                                                          15%




 64   Source: USA BAV All Adults FY 2010-Q2 2011                           Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
THIS IS BECAUSE THERE ARE FEWER BRANDS PEOPLE TRUST,
MAKING TRUST ACT AS A PRECIOUS COMMODITY



               50   49%
                                                    45%

               40
                                      29%
               30            25%


               20


               10


               0
                    2001     2009     2001          2009



                     PERCENT OF     CORRELATION OF TRUST
                    TRUSTWORTHY      TO FUTURE POTENTIAL
                       BRANDS         (BRAND STRENGTH)

65   Source:                                 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
FEWER BRANDS ARE DELIVERING PERFORMANCE, WHICH
DRIVES SATISFACTION AND LOYALTY.


                          PERCENT OF PERFORMANCE                                                           CORRELATION TO GUEST
                                  BRANDS                                                               CONSUMER SATISFACTION

            100%                                                                                    1.0




                50                                                                                  0.5
                                  73%                                                                                                         0.82
                                                                                                                       0.68
                                                          47%
                  0                                                                                0.0
                                   PRE                    POST                                                          PRE                   POST




66   Source: USA and Canadian BAV All Adults (Trustworthy brands defined as those with greater than 20% attribution)   Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
A LESSON TO PRICE-DRIVEN RETAILERS: VALUE DOES NOT
EQUATE TO DIFFERENTIATION

        WORTH MORE, THOUGH NOT AS STRONGLY                       GOOD VALUE DRIVES RELEVANCE AND ESTEEM,
      CORRELATED TO KNOWLEDGE AND RELEVANCE                           BUT IS NEGATIVELY CORRELATED TO
      GROWTH, DOES A BETTER JOB DRIVING ESTEEM                   DIFFERENTIATION, THE KEY DRIVER OF CURRENT
               AND DIFFERENTIATION.                                      AND FUTURE BRAND VALUE.




            KNO                                                      KNO


            EST                                                      EST


            REL                                                      REL


             DIF                                 POSITIVE             DIF                        NEGATIVE
                                               CORRELATION                                      CORRELATION

                   0.2    0.0     0.2    0.4   0.6   0.8   1.0              0.2   0.0     0.2     0.4     0.6     0.8     1.0




67   Source: BrandAsset Valuator, 2012                                        Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
IN BRAND VS. PRIVATE LABEL PRICE ALONE ISN’T DRIVING
BRAND CHOICE

“I PREFER TO BUY                           ENERGIZED DIFFERENTIATION
NAME BRANDS WHEN                           PRIVATE LABEL VS. BRAND NAME
AVAILABLE INSTEAD
OF STORE BRANDS.”                                          80


                                                                 BRAND NAME
14% INCREASE IN                                            60
AGREEMENT FROM Q4




                                         DIFFERENTIATION
2011 TO Q1 2012                                                                              45% INCREASE IN
                                                                                             DIFFERENTIATION
                                                           40                                 GAP FROM 2009


                                                           20

                                                                       PRIVATE LABEL

                                                           0
                                                                2008            2009                       2011

     Source: BrandAsset Valuator, 2012
68                                                                      Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
THE POWER OF ‘SOCIAL AS BUSINESS MODEL’.


                                                 35
                                                                                            SOCIAL
                                                30                                          MEDIA

                                                 25
               CHANGE IN TRUST
                 (Percentage)




                                                20


                                                 15


                                                 10
                                                                      WEBSITE
                                                       TELEVISION           SPONSORED
                                        MAGAZINES 5                           EVENTS
                         NEWSPAPERS                   MOBILE

                                                 0             10        20          30                  40

                                                           PERCENTAGE CHANGE IN BRAND STRENGTH
                                                                     (Future Potential)
69   Source: BrandAsset Valuator 2012                                             Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
WHILE NON-INTERACTIVE MEDIA HAS DECLINED

                                                                                   2008                             2010
                                                                                                                       2

                                                                                                                FOX NEWS
                                                                        100
                                                                                 SOCIAL MEDIA              INTERNET SEARCH




                              (Energized Differentiation / Relevance)
                                                                                                                INTERNET PORTAL
                                                                                                                                 MSNBC
                                       BRAND STRENGTH
                                                                               INTERNET                                      CNBC
                                                                              TOOLS AND
                                                                               SERVICES                         INTERNET
                                                                                                                                      WSJ
                                                                                                               COMMERCE
                                                                        50
                                                                                                                 SERVICE
                                                                              ESPN THE
                                                                              MAGAZINE
                                                                                          INTERNET                          THE NEW
                                                                                         NEWS/INFO                         YORK TIMES

                                                                                                          THE NEW
                                                                                FINANCIAL                 YORKER
                                                                                  TIMES



                                                                         0                           50                                 100

                                                                                              BRAND STATURE
                                                                                            (Esteem / Knowledge)
70   Source:BrandAsset Valuator 2012                                                                                       Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
ULTIMATELY STRONG CUSTOMER-CENTRIC BRANDS
BREAK AWAY FROM THEIR CATEGORIES
                                                                                                              ALL ADULTS 2011


                                                                                   100
                                                                                                                      COMPUTER




                                         (Energized Differentiation / Relevance)
                                                                                                                       AVERAGE


                                                                                         INTERNET
                                                  BRAND STRENGTH                         CUSTOMER
                                                                                           RETAIL                                     AUTO
                                                                                          AVERAGE                                    AVERAGE
                                                                                   50




                                                                                                                           AIRLINE
                                                                                                     HOTEL                AVERAGE
                                                                                                    AVERAGE


                                                                                    0                                50                            100

                                                                                                           BRAND STATURE
                                                                                                         (Esteem / Knowledge)
71   Source: BrandAsset® Valuator USA, All Adults, 2011                                                                               Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
JGERZEMA@BAVCONSULTING.COM

     TWITTER: @JOHNGERZEMA



72               Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

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A brave new consumer world gerzema 2012_retailcanada

  • 2. A BRAVE NEW CONSUMER WORLD JOHN GERZEMA | STORE 2012 2 Copyright 2011, John Gerzema
  • 3. Source: Flickr, Eric Fischer 3 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 4. POWER HAS SHIFTED TO CUSTOMERS AS TECHNOLOGY BECOMES CULTURE Boy Scouts debut Badge in Robotics 4 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 5. 694,445 1,600+ SEARCH READS ON 98,000+ QUERIES SCRIB’D 370,000+ TWEETS MINUTES CALLS ON TWITTER ON SKYPE 13,000+ 20,000+ iPHONE APPS DOWNLOADED EVERY NEW POSTS ON TUMBLR SECOND 6,600+ 13,000+ NEW PICTURES HOURS MUSIC ARE UPLOADED STREAMING ON ON FLICKR PANDORA 12,000+ 100+ NEW ADS POSTED 70+ NEW LINKEDin ON CRAIGSLIST DOMAINS ACCOUNTS REGISTERED 5 Source: Go-Globe.com Copyright 2012, John Gerzema | BAV Consulting | WPP PLC
  • 6. TECHNOLOGY, BY THE NUMBERS... Web economy 'to double by 2016' |Americans spend 100K years on Facebook each month | More Americans are on Facebook than have a passport | A gamer is three times more likely to be an adult woman than a minor male |48 hours of footage uploaded to YouTube every minute | More U.S. adults own a smartphone than have a college degree | Apple Makes 75% of Profits, With Only 9% of the Phones | Half of US twenty- somethings have no landline | 28% of US smartphone owners use them as primary net connection | One Billion smartphone sales per year by 2016 | U.S. Has More Wireless Devices than People | Mobile Payments To Triple To $670B By 2015 | Avg. US households receive a personal letter only once every 7 weeks 6 Source: Pew Center. Juniper, NPR, U.S. Postal Service, Forrester, BAV Consulting Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 7. SMARTPHONES: A LOVE AFFAIR 7 Copyright 2012, John Gerzema | BAV Consulting | WPP PLC
  • 8. 8 Copyright 2012, John Gerzema | BAV Consulting | WPP PLC
  • 9. 9 Copyright 2012, John Gerzema | BAV Consulting | WPP PLC
  • 10. THREE FORCES AS CATALYSTS CHANGING CONSUMER DYNAMICS A BRAVE NEW CONSUMER WORLD CHANGING TECHNOLOGY MERCHANT ADOPTION DYNAMICS 10 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 11. CHANGING CONSUMER DYNAMICS • By 2020 31% of the world’s population will be under the age of 351 CHANGING YOUNGER • 40% of Canadians will be under the age of 35 in 20202 CONSUMER CONSUMERS DYNAMICS • Half of US 20-somethings have no landline3 A BRAVE NEW CONSUMER WORLD CHANGING • By 2030, 2/3 of the world’s population MERCHANT TECHNOLOGY ADOPTION could be middle class4 DYNAMICS GLOBAL • BRICs could account for 50% of global equity markets by 20505 PROSPERITY • Single largest transfer of wealth in American history6 1Infosys, 2 2012 U.S. Census Bureau, International Programs: International Population Projections 2020, 3 FCC June 11 2011 4 Brookings Institute 2010, 5 Goldman Sachs Global Economics 2009, 6 PEW Center 2011 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 12. CHANGING MERCHANT DYNAMICS • 52% of Canadian online adults prefer to MINDFUL research a product online before purchasing1 CHANGING CONSUMER SHOPPING DYNAMICS • 43% of US retail sales are influenced by the web1 A BRAVE NEW CONSUMER WORLD • 44% of US consumers reported 1+ P2P CHANGING fund transfer in 2009, expected to rise MERCHANT TECHNOLOGY DYNAMICS ADOPTION PERSON TO to 61% in 20142 PERSON (P2P) • 2010 P2P transfers totaled $7 billion, TRANSACTIONS with substantial growth expected in coming years2 • 4/10 mobile bankers made a mobile P2P transfer in 20102 12 1 Delv/Nia Survey 2010, 2 Javelin Strategy & Research, 2011 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 13. TECHNOLOGY ADOPTION • 2 billion people are connected to the internet; 200 million more each year1 • $8 Trillion exchange hands each year through ecommerce1 EXPANSION OF CHANGING • The internet accounted for 3.4% of the CONSUMER THE INTERNET GDP in 13 countries and 21% of the GDP DYNAMICS in mature markets over the past 5 years1 • 28% of smartphone owners use them as their primary net connection2 A BRAVE NEW CONSUMER WORLD • 5 Billion mobile phones in use in 20101 CHANGING MERCHANT TECHNOLOGY ADOPTION • 45% of all Canadian adults have Smart DYNAMICS DEVICE Phones3 PROLIFERATION • 10.3 Million US Adults will own tablets in 2010 rising to 82 Million in 20153 • Mobile banking customer base to reach 1.1 billion by 20155 1 McKinsey Global Institute 2 ARS Technica, 2011 3 comScore, 2012 Canada Digital Future in Focus Report 13 4 Global Industry Analysts 2.0 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 14. THE WORLD’S MOST EXTENSIVE STUDY OF CONSUMERISM: BRAND ASSET VALUATOR® WORLD’S LARGEST 800,000 CUSTOMER QUARTERLY U.S. DATABASE OF BRANDS ATTITUDES, PANEL OF 17,000 PERCEPTIONS AND RESPONDENTS ACADEMIC REVIEWED VALUES $ 130 MILLON 17 ANNUAL STUDIES 50,000 BRANDS INVESTED WITH DATA COMPRISING 78% BACK TO 1993 GLOBAL GDP 275 STUDIES IN 51 COUNTRIES 14 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 15. TRAVELING THE GLOBE IN SEARCH OF THE BRAVE NEW CONSUMER WORLD REYKJAVIK STOCKHOLM LONDON BERLIN BRUSSELS SAN FRANCISCO NEW YORK ATHENS BEIRUT TOKYO ST LOUIS TEL AVIV JERUSALEM PARO SHANGHAI AHMEDABAD KOLKATA MEDELLÍN NAIROBI BOGOTÁ LIMA THIMU 15 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 16. BRAVE NEW CONSUMER WORLD #1 CURRENCY GETS CURRENT 16 Copyright 2011, John Gerzema
  • 17. TIM KUNDE FOUNDER FRIENDSURANCE BERLIN 17 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 18. MARIA DAMANKI EUROPEAN COMMISSIONER MARITIME AFFAIRS AND FISHERIES BRUSSELS 18 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 19. ANNA PEARSON FOUNDER: SPOTS OF TIME LONDON 19 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 20. MOBILE COMMERCE IS RESHAPING THE MARKETPLACE “ EBAY BUYS ZONG FOR “MOBILE PAYMENTS TO TRIPLE “24% OF MOBILE USERS BANK $240 MILLION IN CASH TO TO $670B BY 2015; DIGITAL FROM A PHONE.” BOOST PAYPAL’S MOBILE GOODS WILL REPRESENT — Mobile Payments World PAYMENTS TECHNOLOGY.” 40% OF TRANSACTIONS.” — TechCrunch — TechCrunch “WHY MOBILE PAYMENTS CAN'T COME SOON ENOUGH.” “ VC’S INVESTED $834 MILLION IN “MOBILE PAYMENTS TO REACH — CNN Money SCORES OF FIN-TECH FIRMS IN 2.5B USERS GLOBALLY BY 2015.” 2008 AND $1.4 BILLION IN 2011, UP — Mobile Commerce Daily “STARBUCKS CONTINUES TO 75% FROM LAST YEAR .” BLAZE M-PAYMENTS TRAIL.” — CB INSIGHTS “TWO MAJOR INDIAN OPERATORS —Mobile Payments World HAVE ANNOUNCED PLANS TO “ AN ADULT FEMALE IS 3X MORE PURSUE MOBILE BANKING INITIATIVES.” “PAYPAL PREDICTS THE END LIKELY TO BE A GAMER THAN A — Mobile Payments World OF THE WALLET BY 2015.” YOUNG MALE.” — Slashdot — Ars Technica “INDIAN MOBILE BANK EKO RAISES $5.5 MILLION, PROCESSING $270 “MOBILE GAMING TO SURPASS “ NFC PAYMENTS TO GENERATE MILLION IN PAYMENTS A YEAR.” CURRENT CONSOLES.” $50 BILLION IN 3 YEARS.” — TechCrunch — Slashdot — Mobile Payments World 20 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 21. 21 Source Copyright 2011, BrandAsset Consulting/Young & Rubicam
  • 22. 22 Copyright 2011, BrandAsset Consulting/Young & Rubicam
  • 23. 23 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 24. 24 Copyright 2012, John Gerzema / BrandAsset Consulting /Young & Rubicam
  • 25. 25 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 26. BRAVE NEW CONSUMER WORLD #2 CINDERELLANOMICS 26 Copyright 2011, John Gerzema
  • 27. VINAY GUPTA AND TOM WRIGHT C0-FOUNDERS WHIP CAR LONDON 27 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 28. MARIA ZIV DIRECTOR OF THE GOVERNMENT OF SWEDEN TOURISM BOARD @SWEEDEN STOCKHOLM 28 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 29. CINDERELLANOMICS: WANT LESS, RENT MORE 66% AGREE 67% AGREE Since the recession, I realize I am happier with a simpler, Because of the recession, I shop less more down-to-basics often than I used to lifestyle 29 Source: USA BAV All Adults Q1 2012 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 30. 30 Copyright 2012, John Gerzema | BAV Consulting | WPP PLC
  • 31. 31 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 32. 32 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 33. 33 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 34. 34 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 35. BRAVE NEW CONSUMER WORLD #3 REPUTATION.ME 35 Copyright 2011, John Gerzema
  • 36. ÖRN BáR⇥UR JóNSSON CONSTITUTIONAL COMMITTEE MEMBER REYKJAVIK 36 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 37. IJAD MADISCH CEO/CO-FOUNDER RESEARCHGATE BERLIN 37 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 38. GILES ANDREWS FOUNDER ZOPA LONDON 38 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 39. WITH TECH LEADERS, TRENDINESS AND ARROGANCE GO HAND-IN-HAND GOOGLE APPLE FACEBOOK 100 100 100 75 75 75 50 50 50 25 25 25 0 0 0 02 04 06 08 09 10 02 04 06 08 09 10 02 04 06 08 09 10 TRENDY UNAPPROACHABLE ARROGANT 39 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 40. 40 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 41. 41 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 42. 42 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 43. 43 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 44. 44 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 45. BRAVE NEW CONSUMER WORLD #4 GAMING YOUR LIFE 45 Copyright 2011, John Gerzema
  • 46. GRANNY HOLLY PARTNER: GRANNIES, INC. BANBURY, U.K. 46 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 47. KENTARO OHARA FOUNDER COLISH TOKYO 47 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 48. 48 Copyright 2012, John Gerzema | BAV Consulting | WPP PLC
  • 49. 49 Copyright 2012, John Gerzema | BAV Consulting | WPP PLC
  • 50. 50 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 51. 51 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 52. 52 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 53. BRAVE NEW CONSUMER WORLD #5 THINKING OUTSIDE THE (BIG) BOX 53 Copyright 2011, John Gerzema
  • 54. NING LI CO-FOUNDER: MADE.COM LONDON 54 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 55. ERIKO YAMAGUCHI FOUNDER: MOTHERHOUSE BANGLADESH AND TOKYO 55 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 56. LEO RISKI ´ CULTURAL ATTACHE FINDLAND THE FELLESHUS BERLIN 56 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 57. BEYOND BRICK AND MORTAR, OR ‘STORE AS WI-FI’ WHERE A BRAND IS SOLD “TRUSTWORTHY” 2007-2011: INFLUENCES HOW I FEEL ABOUT A BRICK & MORTAR VS. INTERNET BRAND RETAILERS 26 24 22 20 63% DISAGREE 18 16 14 12 10 2007 2010 2011 BRICK & MORTAR RETAIL INTERNET RETAIL 57 Source: USA BAV All Adults FY 2011-Q1 2012 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 58. 58 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 59. Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 60. 60 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 61. 61 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 62. 62 Copyright 2012, John Gerzema | BAV Consulting | WPP PLC
  • 63. WHERE THESE TRENDS LEAD US: A BRAVE NEW CONSUMER WORLD 63 Copyright 2011, John Gerzema
  • 64. RETAIL BRANDS ACROSS CANADA FACE MORE COMPETITION IN THE BRAVE NEW CONSUMER WORLD WHILE TOTAL USAGE AND PREFERENCE HAVE INCREASED STRONG LOYALTY TO SPECIFIC BRANDS IS DECLINING Use Regularly Use Occasionally One I Prefer One Of Several -12% -8% 13% 15% 64 Source: USA BAV All Adults FY 2010-Q2 2011 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 65. THIS IS BECAUSE THERE ARE FEWER BRANDS PEOPLE TRUST, MAKING TRUST ACT AS A PRECIOUS COMMODITY 50 49% 45% 40 29% 30 25% 20 10 0 2001 2009 2001 2009 PERCENT OF CORRELATION OF TRUST TRUSTWORTHY TO FUTURE POTENTIAL BRANDS (BRAND STRENGTH) 65 Source: Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 66. FEWER BRANDS ARE DELIVERING PERFORMANCE, WHICH DRIVES SATISFACTION AND LOYALTY. PERCENT OF PERFORMANCE CORRELATION TO GUEST BRANDS CONSUMER SATISFACTION 100% 1.0 50 0.5 73% 0.82 0.68 47% 0 0.0 PRE POST PRE POST 66 Source: USA and Canadian BAV All Adults (Trustworthy brands defined as those with greater than 20% attribution) Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 67. A LESSON TO PRICE-DRIVEN RETAILERS: VALUE DOES NOT EQUATE TO DIFFERENTIATION WORTH MORE, THOUGH NOT AS STRONGLY GOOD VALUE DRIVES RELEVANCE AND ESTEEM, CORRELATED TO KNOWLEDGE AND RELEVANCE BUT IS NEGATIVELY CORRELATED TO GROWTH, DOES A BETTER JOB DRIVING ESTEEM DIFFERENTIATION, THE KEY DRIVER OF CURRENT AND DIFFERENTIATION. AND FUTURE BRAND VALUE. KNO KNO EST EST REL REL DIF POSITIVE DIF NEGATIVE CORRELATION CORRELATION 0.2 0.0 0.2 0.4 0.6 0.8 1.0 0.2 0.0 0.2 0.4 0.6 0.8 1.0 67 Source: BrandAsset Valuator, 2012 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 68. IN BRAND VS. PRIVATE LABEL PRICE ALONE ISN’T DRIVING BRAND CHOICE “I PREFER TO BUY ENERGIZED DIFFERENTIATION NAME BRANDS WHEN PRIVATE LABEL VS. BRAND NAME AVAILABLE INSTEAD OF STORE BRANDS.” 80 BRAND NAME 14% INCREASE IN 60 AGREEMENT FROM Q4 DIFFERENTIATION 2011 TO Q1 2012 45% INCREASE IN DIFFERENTIATION 40 GAP FROM 2009 20 PRIVATE LABEL 0 2008 2009 2011 Source: BrandAsset Valuator, 2012 68 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 69. THE POWER OF ‘SOCIAL AS BUSINESS MODEL’. 35 SOCIAL 30 MEDIA 25 CHANGE IN TRUST (Percentage) 20 15 10 WEBSITE TELEVISION SPONSORED MAGAZINES 5 EVENTS NEWSPAPERS MOBILE 0 10 20 30 40 PERCENTAGE CHANGE IN BRAND STRENGTH (Future Potential) 69 Source: BrandAsset Valuator 2012 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 70. WHILE NON-INTERACTIVE MEDIA HAS DECLINED 2008 2010 2 FOX NEWS 100 SOCIAL MEDIA INTERNET SEARCH (Energized Differentiation / Relevance) INTERNET PORTAL MSNBC BRAND STRENGTH INTERNET CNBC TOOLS AND SERVICES INTERNET WSJ COMMERCE 50 SERVICE ESPN THE MAGAZINE INTERNET THE NEW NEWS/INFO YORK TIMES THE NEW FINANCIAL YORKER TIMES 0 50 100 BRAND STATURE (Esteem / Knowledge) 70 Source:BrandAsset Valuator 2012 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 71. ULTIMATELY STRONG CUSTOMER-CENTRIC BRANDS BREAK AWAY FROM THEIR CATEGORIES ALL ADULTS 2011 100 COMPUTER (Energized Differentiation / Relevance) AVERAGE INTERNET BRAND STRENGTH CUSTOMER RETAIL AUTO AVERAGE AVERAGE 50 AIRLINE HOTEL AVERAGE AVERAGE 0 50 100 BRAND STATURE (Esteem / Knowledge) 71 Source: BrandAsset® Valuator USA, All Adults, 2011 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  • 72. JGERZEMA@BAVCONSULTING.COM TWITTER: @JOHNGERZEMA 72 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema