power презентация

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"Never buy something unless you're sure you know how to sell it” Arthur Daley - Minder

Слайд 1power
of
brand
experiences

Слайд 2"Never buy something unless you're sure you know how to sell

it” Arthur Daley - Minder

Слайд 3This quotation talks to a changing idea that has been hitting

retail shores for a little while….

Слайд 4…what is it?

That how we sell has completely changed

Слайд 5Once upon a time retail lived well above CPI, in ‘05

we took a dip and has been consistently under performing since

Слайд 6Categories that involve experience have successfully grown, while more traditional retail

like department store shopping has further fallen victim to changing consumer behaviour

Слайд 7
Today’s retail environment has made it a little more difficult to

win over the hearts of consumers... especially when: You can buy what you want, Where you want, How you want, For how much you want, And from who you want





“I want direct from manufacturer prices”

“I want an endless range of colours & styles to choose”

“I want to get it delivered today”

“I want access to international retailers brands”

“I want a branded experience”

Consumers are expecting more

Слайд 8Historically, retailers in Australia won on place and price
The traditional retail

arena dominated if they had the best location on a high street, shopping or destination centre

Essentially, they survived by acting as supplying warehouses close to consumers


Слайд 9But the game has changed, now the box of tricks has

narrowed

Moving from brick & mortar to omni-channel, location is no longer your competitive advantage and a price advantage is harder to prove

The tool kit focus has therefore changed…the key to survive and thrive is how your environment, service and personal proposition come together for a great experience to inspire


Слайд 10Price ‘em low, stack ‘em high and watch ‘em go
Weave into

their world to reach into their wallet

savvier consumer

market shakeup

access to offshore brands

digital enablement

This has seen retailers moving from a “stack ‘em high” to a “weave into their world” approach

Слайд 11Retailers are starting to embrace brand experience innovation
Burberry "The world is moving

so fast. There is absolutely no room for laziness or for resting on your laurels,” Christopher Bailey, the firm's chief creative officer

Amazon "If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.” Jeff Bezos CEO

Macy’s "Macy's is kind of the leader right now in a lot of digital initiatives. They've been trying out lots of digital initiatives to engage with shoppers in their homes and in stores,” Jeff Hardison, VP of Marketing and Business for Meridian (Macy’s partner)

http://mashable.com/2012/11/08/macys-indoor-gps/
http://retailindustry.about.com/od/frontlinemanagement/a/Amazon_CEO_Jeff_Bezos_quotes.htm
http://www.guardian.co.uk/fashion/2012/sep/12/burberry-london-shop-website
http://pandodaily.com/2013/06/01/meet-the-apple-of-the-coffee-world-nespresso/

Слайд 12Retailers doing it right have mastered the creation of engaging experiences

to inspire and delight consumers across channels


great staff service

inspiring environment

online & mobile integration & inspiration

personalised communications

personalised products

efficient fulfillment

immersive experiences

Слайд 13Macy’s

Delivering the next generation in store experience, Macy’s have embraced in-store

Google maps, NFC offers, Beauty Spot kiosks to self diagnose/select, mobile integration and even assistance with their jean selector

Online & mobile integration & inspiration – personalised communications


Слайд 14Burberry

Revolutionising their brand experience, Burberry have leaped forward with augmented reality

as the tool to deliver an immersive and inspiring omni-channel experience

Immersive experience – inspiring environment – online & mobile integration & inspiration – great staff service


Слайд 15Make Up For Evers (Sephora)

Latest Sephora concept store is all about

behind the scenes at a fashion show, with video footage playing, demo bars to build the brand around the new range

Inspiring environment – great staff service – immersive experiences


Слайд 16Nespresso

Benchmark in how to build a brand outside of the supermarket,

Nespresso are digitally integrated, store experience that draws you in and use consumer data in their club for personal touches

Efficient fulfillment – inspiring environment – great staff service


Слайд 17SuperGlue

Recently opening it’s doors as an extension to Glue Store with

custom tailoring of jeans, chillout areas and even a coffee barrister to demonstrate a brand feeling outside of the merchandise

Personalised products – immersive experience – great staff service


Слайд 18Kochhaus

Described as a ‘Walk in recipe book’ all in one recipe

tables, food trials, a well integrated but simple site and delivery structure for extra convenience make Kochhaus a true foodie experience

Inspiring environoment – immersive experience – efficient fulfillment – great staff service – online & mobile integration & inspiration


Слайд 19Monki

Inspiring store environments just speak cool and with an online portal

that encourages you to make your own fashion movies to share it captures the target consumer mindset perfectly

Inspiring environment – online & mobile integration & inspiration


Слайд 20Nike+ Fuelstation

Motion-sensing LED walls change colour as customers walk past, motion-sensitive

smart mirrors show film footage runners wearing products, touch screens give info on Nike+ products and Run Clubs. Highlight is a Kinect installation that allows visitors to create a life sized digital versions of themselves on screen to share via social media as well as being the hub for weekly run clubs with nutritionists and physiotherapists on hand. 

Immersive experience – personalised communications – online & mobile integration & inspiration – personalised products


Слайд 21Mood Stockholm

Combining food hangouts with inspiring shopping spaces, this department store

has even gone so far to demonstrate the brand ideal with rooftop meeting rooms for rent in their garden space

Inspiring environment – immersive experience – great staff service


Слайд 22Tesla

Demonstrating ingenious design with an interactive, technology driven, custom design store

and service experience as well as personalised website interaction to deliver brand ‘wow’

Personalised products – immersive experience – online & mobile integration & inspiration – great staff service


Слайд 23Supercheap Auto

Completely focused on the consumers car shopping occasions, the latest

SCA store combines easy shopping with DIY education and next gen IT service and assistance

Immersive experiences – inspiring environment – great staff service – personalised products – online & mobile integration & inspiration


Слайд 24Koko Black

Jewelry store meets chocolate, what better way to celebrate an

indulgence. This brand experience wows and celebrates the product before it hits your taste buds with a service experience

Immersive experience – great staff service


Слайд 25Hotel Chocolat

Celebrating the purity of chocolate & an ethical approach to

sourcing, this London fashion scene concept is a chocolate shop that’s expanded into a café, tastings, super clubs, hotel, restaurant and even spa

Immersive experience – great staff service – inspiring environment


Слайд 26Dan Murphys

One of the best retailers in Australia with an ability

to drive efficiency on price while still delivering a clean and easy to navigate shopping experience

Efficient fulfillment – great staff service


Слайд 27Urban Outfitters

True customisation, each store is designed around it’s micro-consumer set

that surrounds it to engage and entertain as well as provide great product

Inspiring environment – efficient fulfillment – immersive experience


Слайд 28Victoria’s Secret

Catalogue to international closet secret, VS has built an empire

on it’s iconic Angels with a brand experience that exudes sex appeal in-store and through personal communication online

Inspiring environment – personalised communications – efficient fulfillment


Слайд 29Carton King

Taiwan restaurant made nearly completely out of cardboard offers a

very memorable and completely unique brand experience that’s unexpected while also being green friendly

Immersive experiences – efficient fulfillment – great staff service


Слайд 30Fourth Village

The Italian foodie destination for great produce, pre-prepared meals, catering

and in-store dinning experience, they make it difficult to walk out with only a couple of items in the basket

Immersive experience – inspiring environment – great staff service


Слайд 31Le Fashion Truck

From pop up food to fashion, Le Fashion Truck

creates unexpected fashion havens where consumers can get styled or book for private parties. A fun take on a traditional shopping experience

Inspiring environment – personalised communications – great staff service


Слайд 32Yogurtland

Embracing personalisation, where consumers are not charged on product but weight

a novel idea that is well displayed instore with self service as well as integrated online for easy ordering

Personalised products – efficient fulfillment – inspiring environment


Слайд 33Ice Hotel

Bringing fantasy to life, the Ice Hotel has embraced a

single brand thought throughout the concept from Ice bars, to Ice art galleries and of course accommodation to create a memorable experience

Immersive experiences – inspiring environment – great staff service


Слайд 34The Candy Room

Creating a child’s fantasy with a colouring book brand

style and simple to use web presence, the friendly staff and add on services such as candy bars make it a fun brand to shop

inspiring environment – online & mobile integration & inspiration


Слайд 35Bauble Bar

Online retailer gone pop-up uses digital screens & interactive displays

for consumers to design, personalise & purchase jewelry with store displays showing interactive content when pick up pieces or to upload pics

Personalised products – efficient fulfillment – immersive experience – online & mobile integration & inspiration


Слайд 36Warby Parker

Finally, e-com site gone store, $50 eye exams, try on

glasses and share/print with an internet photobooth, cc payments processed on tablets, orders made in-store - mailed a week later or if you buy online get sent five pairs – return unwanted

Efficient fulfillment – online & mobile integration & inspiration – personalised communications – personalised products


Слайд 37So what can we learn?

Retailers are missing the one opportunity they

have to use their only physical outlet to demonstrate the brand and talk to consumers in a memorable way that builds affinity


Those that fail substitute memorable brand experiences for product clearances, lipstick on a pig merchandising/store designs and disconnected, functional online portals

Слайд 38Great brand experiences rely on how well the retailer delivers:

Inspirational omni-channel

experiences
Personalisation of communications and product
Energised and efficient service







Слайд 39The power of this experience?

Consumers who love your brand, seek you

out despite price discounts or access restrictions and contribute content and insight to help you build and defend your empire

Слайд 40The answer

Knowing everything about your consumer and understanding what’s important, then

finding unique and special ways to create connections

Слайд 41What that means to retailers?
Consumer involvement in product design, edit and

final pre-purchase personalisation

Services and entertainment that drive visitation

Knowledgeable staff, with training programs/benefits that encourage great service delivery

Single message, omni-channel retailing using each channel strength to create a seamless consumer experience that excites

Using data to create meaningful consumer communications relevant to likely purchasing behaviour and personalised

Using your store to make a clear brand statement

Shorten the product lifecycle and embrace more frequency, limited ranges and click&collect

Слайд 42The result

A retail category that is interesting to shop again, embracing

the new tool kit to create a sticky starting point for interaction between retailer and consumer

Слайд 43Find out more:

For more information and ideas on how you can

use the power of brand experience contact RetailOasis enquire@retailoasis.com or on 02 9976 6222

Alternatively visit our website www.retailoasis.com

Слайд 44power
of
brand
experiences

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