1.
C H A L L E N G I N G
T R A N S F O R M A T I O N
2 0 2 0
E X P E R I E N C E
T R A N S F O R M A T I O N
T R E N D S

2.
T H E S E S L I D E S A R E A S E L E C T I O N F R O M
M U L L E N L O W E P R O F E R O ’ S
2 0 2 0 D I G I T A L T R A N S F O R M A T I O N T R E N D S .
F O R T H E F U L L V E R S I O N W I T H
E M B E D D E D V I D E O S P L E A S E G E T I N T O U C H
P E T E R . M O O D Y @ M U L L E N L O W E P R O F E R O . C O M

3.
Answers on tap.
People are impatient for
everything from answers to
action: is your experience
keeping up?
4 C H A L L E N G E S F O R
T H E Y E A R A H E A D
Conscious Consideration.
Low impact living is changing
how we choose and buy: are you
changing how you sell?
Unreal Creativity.
Our ability to edit reality using
digital tools just hit a step
change: are you leveraging the
opportunities they unlock?
In-Aisle Innovation.
There’s more to in-store tech
than replicating Amazon Go: are
you clear on its role in clinching
the sale?

4.
A N S W E R S O N T A P
C H A L L E N G E O N E
From:
Questioning with
boundaries Colloquial search behaviour raises users
expectations fuelled by leaps in what we
can search
Tipping point.To:
Open minded search

5.
O V E R 5 0 % O F
S E A R C H E S A R E
N O W Z E R O
C L I C K .

6.
People ask questions, not
keywords, in more platforms than
ever
Platforms are innovating to
improve their ability to answer -
but rely on good data
We’ve seen text, image voice
search: say hello to video search
Answers on tap

7.
People are asking questions, not
keywords, and doing so on more
platforms than ever
Platforms are innovating to
improve their ability to answer -
but are only as great as the data
available
We’ve seen text, image voice
search: say hello to video search
Answers on tap

8.
People are asking questions, not
keywords, and doing so on more
platforms than ever
Platforms are innovating to improve
their ability to answer - but rely on
good data
We’ve seen text, image voice
search: say hello to video search
Answers on tap

9.
NearSt & Pointy make
local inventory visible
to search engines
Google acquired
Pointy for $163m in
January 2020
Answers on tap

10.
Nordstrom lets you
know when you’re
near an in-basket
item
Answers on tap

11.
Google makes menus
searchable
Answers on tap

12.
Polis uses AI to turn
T&Cs
into Q&As
Answers on tap

13.
To improve up to the
minute accuracy,
Google is using
Duplex to keep
granular data up-to-
date
Answers on tap

14.
Premier Inn uses YEXT
to ensure long-tail
local info is available
beyond its site
Answers on tap

15.
P R O V O C A T I O N S
F O R Y O U R B R A N D
We spend a lot of time thinking about
consumer level data - but what about
brand data.
What else would your audience value if
it were searchable?
Are you ready for hyperlocal search. Is
your item-level data deep enough, and
visible enough? Are there unmet local
pickup needs?
A N S W E R S O N T A P

16.
C O N S C I O U S C O N S I D E R A T I O N
C H A L L E N G E T W O
From:
Brand-level
eco-claims People’s access to sustainability and
ethics of products and services
jumps. Greta chooses sea over air.
Tipping point.To:
Experiences that
enable smart choices

17.
C O N S U M P T I O N A N D
S U S T A I N A B I L I T Y
F R O N T O F M I N D
F O R C M O ’ S
S O C I E T A L
C O N C E R N S
S
S o u r c e W A R C T o o l k i t 2 0 2 0

18.
2 0 1 9 R A I S E D
T H E B A R O N
R E S P O N S I B L E
C H O I C E S

19.
T H E D O W N S I D E O F
D E L I V E R Y I S
G E T T I N G H A R D E R
T O I G N O R E

20.
Sustainable shopping searches
are suddenly booming
“Fringe” retail models are
becoming mainstream
And there’s real appetite for more
local information
Conscious consideration

21.
Sustainable shopping
searches are suddenly booming
“Fringe” retail models are
becoming mainstream
And there’s real appetite for more
local information
Conscious consideration

22.
Sustainable shopping
searches are suddenly booming
“Fringe” retail models are
becoming mainstream
And there’s real appetite
for more local information
Conscious consideration

23.
Reformation offers
item-level
sustainability stats
Conscious Consideration

24.
Everlane offers item-
level ethical info
Conscious Consideration

25.
Skyscanner helps
users find greener
flights
Conscious Consideration

26.
Google helps you find
less polluted streets
Conscious Consideration

27.
The Vegan Filter
surfaces plant based
alternatives
Conscious Consideration

28.
Aspiration helps
customers measure
their money’s impact
Conscious Consideration

29.
The Do Black Credit
Card lets you set a
carbon limit
Conscious Consideration

30.
P R O V O C A T I O N S
F O R Y O U R B R A N D
Are there fresh forms of data you
should consider surfacing for a
more impact-aware world?
Can we play a role in making the
sustainable behaviour easier or
automatic?
Are there alternative, virtual
ownership models that could apply
to your brand?
C O N S C I O U S C O N S I D E R A T I O N

31.
U N R E A L C R E A T I V I T Y
C H A L L E N G E T H R E E
From:
Editing studios
Editing tech hits the low cost, easy
to access, mainstream
Tipping point.To:
Editable reality

32.
O U R A B I L I T Y T O
‘ F A K E ’ D I G I T A L
C O N T E N T H A S
L E V E L L E D U P .

33.
OpenAI’s GPT-2 machine
learning model auto-generates
text
Descript lets you edit audio
without rerecording
DataGrid’s AI can generate full-
body deepfakes
Unreal creativity

34.
OpenAI’s GPT-2 machine
learning model auto-generates
text
Descript lets you edit audio
without rerecording
DataGrid’s AI can generate full-
body deepfakes
Unreal creativity

35.
OpenAI’s GPT-2 machine
learning model auto-generates
text
Descript lets you edit audio
without rerecording
DataGrid’s AI can generate
full-body deepfakes
Unreal creativity

36.
Carlings’
‘Digital Collection’
offers virtual (think
fake) fashion
Unreal Creativity

37.
The Times
‘JFK Unsilenced’
campaign reconstructed
a speech that was never
made
Unreal creativity

38.
Malaria Must Die:
Beckham ‘speaks’ 8
new languages
Unreal creativity

39.
Samsung’s Living
Portraits bring
paintings to life
Unreal creativity

40.
Generative.photos
provides AI stock
images with one-click
customisation
Unreal creativity

41.
Superpersonal
enables you to
become the model
Unreal creativity

42.
Everybody Dance
Now instantly teaches
you some new moves
Unreal creativity

43.
Truepic helps brands -
like Insurers - detect
faked images
Unreal creativity

44.
This browser
extension can help
spot AI-generated
text
Unreal creativity

45.
P R O V O C A T I O N S
F O R Y O U R B R A N D
Which ‘unreal’ creative
opportunities does this unlock?
Which areas of you brand’s digital
presence could benefit from super
creative resource?
How can you use this to
reduce bias and increase
inclusivity?
U N R E A L C R E A T I V I T Y

46.
I N - A I S L E I N N O V A T I O N
C H A L L E N G E F O U R
From:
A high barrier, check-
out free future Point solutions tech helps brands
compete with Amazon Go style
ground up transformations
Tipping point.To:
Easy access lower-
funnel pilots

47.
2 0 1 9 S A W T H E
U K F A I L T O
E M B R A C E T H E
A U T O N O M O U S
S T O R E .

48.
Oxford St Amazon Go never
materialised
More instore technology is
accessible on demand. Tech,
like Web AR, can now be
embedded in natural journeys
In-aisle innovation

49.
Oxford St Amazon Go never
materialised
More instore technology is
accessible on demand. Tech,
like Web AR, can now be
embedded in natural journeys
In-aisle innovation

50.
Alepa’s Block Wish
takes online
personalisation to IRL
Putting customers in
control of getting
their favourite
brands on shelves
In-aisle innovation

51.
Estee Lauder’s Easy
Audio interaction
supports choice
In-aisle innovation

52.
Diageo’s What’s Your
whisky matches users
to a whisky that suits
them.
Guiding customers
through a complex
choice
In-aisle innovation

53.
Timberland’s Virtual
Mannequins allow
you to change the
body type
In-aisle innovation

54.
Magnum makes even
queueing pleasurable
with
a playable lens
In-aisle innovation

55.
7Fresh & Suning
deliver on-screen info
through
RFID/ on-shelf
sensors
In-aisle innovation

56.
The online purchase
experience is getting
richer, too. Embedded
AR is paying back
threefold for L’Oreal
In-aisle innovation

57.
DataSparQ’s
facial recognition
tells staff who's next
in queue for a drink
In-aisle innovation

58.
P R O V O C A T I O N S
F O R Y O U R B R A N D
How can easy-access digital
channels support in restaurant?
Are there simple versions of
services that would enable an easy
pilot (e.g. Sephora mirror delivers
text recommendations, not full AR
visualisation)?
I N - A I S L E I N N O V A T I O N

59.
Answers on tap.
People are impatient for
everything from answers to
action: is your experience
keeping up?
4 C H A L L E N G E S F O R
T H E Y E A R A H E A D
Conscious Consideration.
Low impact living is changing
how we choose and buy: are you
changing how you sell?
Unreal Creativity.
Our ability to edit reality using
digital tools just hit a step
change: are you leveraging the
opportunities they unlock?
In-Aisle Innovation.
There’s more to in-store tech
than replicating Amazon Go: are
you clear on its role in clinching
the sale?

60.
F O R E N Q U I R I E S
P L E A S E C O N T A C T
P E T E R . M O O D Y @ M U L L E N L O W E P R O F E R O . C O M
T R A N S F O R M A T I O N 2 0 2 0