Trends of the Connected Consumer

Copyright © 2013 InReality, Inc. All Rights Reserved.
Trends of the
Connected Consumer
http://bit.ly/TOTCCAB #ServiceDesign #CX @IRPost @florianvollmer

200 B.C.

The Silk Road

40 Years Ago

Today
International Trade Routes
Industrial Production
Logistics Automation
Connected Consumer
time >

The Connected Consumer and Beyond
www.inreality.com www.gatech.edu

Innovation Cycles are Faster than Ever
CC Max Braun via Flickr

Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.
1. From Consumer > Customer > User

The CX-Based Core Shift in Believe & Priorities
Engage > Sell > Delight
Engage > Delight > Sell

From Segmenting to Customer Journey Thinking

The CX-Based Core Shift in Believe & Priorities

From Transaction (Consumer) to Relationship (User)
time >

Stories Through the Ages

2. Stories: The (Re)New(ed) Currency of Business

PUSH PULL Dialog

Frequency. Volume.Speed.

Title Text and Bar: 50pt, Helvetica Ultralight
Success by Integration into Overall Story

© InReality 2013 – www.inreality.com
The “Alone Together” Phenomenon

3. More Connected is Less Connected

Experiences
Real
Virtual [competing mix]
Meaningful
Connections

Calculator
Address Book
Camera
Video Camera
GPS
Alarm Clock
Game Console
Music Player
eBook reader
Voice recorder
Coupon Book
Wallet
Dematerialization
}

4. Convergent Devices & Search for the Tangible

Techno-Nostalgia
Copyright © 2013 InReality, Inc. All Rights Reserved.Foto: Fujifilm.com

Tradition & Sense of Belonging
Quality & Craft
Value of the Experience

In Search for Authentic Digital Experiences
Copyright © 2013 InReality, Inc. All Rights Reserved.Foto: Fujifilm.com

Rich History Streamlined Today

© Florian Vollmer & InReality 2013 – www.inforetail.com
Spacial Convergence

5. Convergent Spaces & Interactions

Life-size Digital Displays

Gestural Interfaces

Touch

Large-Scale Multi-Touch

Bluetooth 4.0

Wearable Technology
CC Max Braun via Flickr

Establishing and Emergent Technologies
QR NFC Smart Watch Wearables
1.) Relative Advantage 0.5 0.9 0.9 0.9
2.) Compatibility 0.5 0.4 1 0.3
3.) Complexity/Simplicity 0 0.5 0.8 0.5
4.) Trial-ability 0.75 0.5 0.6 0.8
5.) Observability 0.75 0.6 0.8 0.6
6.) Affordability 0.8 0.5 0.5 0
7.) Seamlessness 0.4 0.8 0.9 0.7
Average 0.53 0.60 0.79 0.54
[Privacy](Missed Opp)

6. From "Showrooming" to "Experiencespacing"

0%
10%
20%
30%
40%
eMarketer via Statista
US Channels used for Holiday Shopping
2011 2012
Via Mobile Device
(2011)/ Smartphone
or Tablet (2012)
Via TVVia catalogsIn StoreOn the internet

0B
100B
200B
300B
400B
2012 2013 2014 2015 2016
Forrester Research; Internet Retailer via Statista
U.S. Smartphone & E-Ccommerce
Smart Phones Ecommerce

$0B
$300B
$600B
$900B
$1,200B
2011 Q4 2012 Q1 2012 Q2 2012 Q3 2012 Q4
Forrester Research; Internet Retailer via Statista
U.S. Retail and E-Commerce
E-commerce (m) Total (m)

?

© InReality 2013 – www.inreality.comForecast: mobile inﬂuence on U.S. retail store sales 2010-2016, United States; Deloitte; 2013 via Statista
Volume of Purchases inﬂuenced by mobile
0B
175B
350B
525B
700B
2012 2016
Bio $

Value: White Knight tactics vs. Black Knight tactics

Integrating Functional Responsibilities = Better CX
E Commerce Store Retail
Mobile

Manage Channels Holistically = Better CX

Mobile App ≠ Mobile Capabilities

Copyright © 2013 InReality, Inc. All Rights Reserved.Copyright © 2013 InReality, Inc. All Rights Reserved.
Contextual Relevance

No Touchpoint

Navigation

Brand
Audio
Touch
*No mention of 2 hr free parking

Evidence

Emergency

Improv

A Number!
Map

Map II

7. A Formula for Profound Service Innovation

A Service Design Approach to Customer Experience Innovation
Customer Journey > Customer Journey > Customer Journey
Discover Design Iterate

Service Design: Customer Journeys

Spec’s for Touchpoints
Objectives for Dialog
Parameters for Support Systems
Design of a Service Environment
Service Design: Customer Journeys

Direct Bottom Line Benefits of Service Design
• Spending Allocation
• Stakeholder Integration
• Risk Management
• Brand Building

8. Environmental Metrics

INTERACTION
• Usage & Playlist Defining
• Realtime
RESPONSE ANALYTICS
• Video Start & Stop
• Dwell Time Proximity Sensor
Analytic Intelligence
• Customer Driven Content
• Content Driven by Demographic
• Content Driven by Smartphone
• Content Driven by External Conditions
• QR Code Enabled
• Layout Design Driven by Data
• Augmented Reality Enabled
• Social Media Enabled

IPS to change the way we Interact with our Environment

Inclusive Metrics based on Value-Add Customer Opt-In

B2B2C2C

9. From Consuming to Participating

Co-Creating

Authority over Information
Brands
Customers
1990s 2000s 2010s

Customer as Value Generator

Rethinking Commerce

A Paradigm Shift Beyond the Connected Consumer
Traditional Commerce > E/M Commerce >

CommunicationB2CC2CC2B2C
Same-
Day Next-
Day
Tracking
Mobile Wearable
Logistics
DataValues
Media
Brand
unction
New
Different
Meaning
Central
Big
Collected
Web-
Integrated
Participative
Shared
Quality
Offshore
Digital
Experience
Fragmented
Multi-Channel
Traditional

Devices
Manufacturing
Stationary Mobile Wearable
Value
Values
Manual
Auto-
Function
New
Different
Meaning B
Quality
Offshore
Digital
Local
Experience
Fragmented
Multi-Channel
Traditional

Platforms
Proprietary
A
IPS
Open
Interoperable
Devices Stationary Mobile Wearable
Network
Sensors
Handshake
Wired
Complex
Manual
Auto-
2G
4G
Embedded
Ubiquitous
Specialized

Barriers
to Entry
Platforms
Communication
Proprietary
GPS
Assisted
IPS
B2CC2CC2B2C
Open
Interoperable
Navigation
Privacy
Stagegate
Distributed
R&D
Crowd-
funding Defended
Opt-In
Opt-Out
mbedded
ous

Barriers
to Entry
Platforms
Communication
Proprietary
GPS
Assisted
IPS
B2CC2CC2B2C
Same-
Day Next-
Day
Tracking
Open
Interoperable
Devices
Manufacturing
Network
Sensors
Navigation
Logistics
Privacy
Data
Handshake
Value
Values
Media
Brand
Wired
Complex
Manual
Auto-
Function
New
Different
Meaning
Central
Big
Collected
Web-
Integrated
Participative
Shared
Quality
Offshore
Digital
Local
Experience
Fragmented
Multi-Channel
Traditional
Stagegate
Distributed
R&D
Crowd-
funding
2G
Defended
Opt-In
Opt-Out
4G
Embedded
Ubiquitous
Specialized

Barriers
to Entry
Fluid
Commerce
Platforms
Communication
Proprietary
GPS
Assisted
IPS
B2CC2CC2B2C
Same-
Day Next-
Day
Tracking
Open
Interoperable
Devices
Manufacturing
Network
Sensors
Navigation
Logistics
Privacy
Data
Handshake
Value
Values
Media
Brand
Wired
Complex
Manual
Auto-
Function
New
Different
Meaning
Central
Big
Collected
Web-
Integrated
Participative
Shared
Quality
Offshore
Digital
Local
Experience
Fragmented
Multi-Channel
Traditional
Stagegate
Distributed
R&D
Crowd-
funding
2G
Defended
Opt-In
Opt-Out
4G
Embedded
Ubiquitous
Specialized

Copyright © 2011 Info Retail, Inc. All Rights Reserved.Data: Goolge Maps , Imagery (c) Digital Globe, U.S. Geologicla Surve
Effortless
Accessibility
Increased
Competition
Changing
Environments
Adapting
Infrastructure

Relevance
Noise
Complexity Simplicity

# of Stakeholders
Tactics Strategy
“Cool” Vision
Isolated
Solutions
Short-Term
Solutions
Isolated
Systems
Integrated
Activation
Systems

http://bit.ly/TOTCCAB #ServiceDesign #CX @IRPost @florianvollmer
Thank You!
florian.vollmer@inreality.com

Trends of the Connected Consumer

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Trends of the Connected Consumer