Sapient-Oracle Oct-9 2012

Engaging Experiences
Innovation and Inspiration
9 October 2012

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 1

Agenda

The Changing Face of Engagement

Innovation in Experience Design

Some Great Experiences


The Changing Face of
Engagement
Innovation
9 October 2012


Opening Thoughts
How customers engage with brands is changing at an
incredible rate.
Research Online, Pick Up In Store
Social Opinions and User Generated Content
Experience Marketing, Experience Shopping
Loyalty
Personalization
Seamless Experiences
Mobile, Mobile, Mobile
Touch (and the Other Senses)


Challenges
What are the associated challenges?

Being Relevant
Standing Out Amidst the Noise
Leveraging Previous Investments
Build Once, Deploy Often
Developing the Right Experience for your Target Market
Brand Appropriateness
Customer Experience Strategy
Knowing Your Customers


Emerging Trends and Technologies

Smart
Branded Phones
Check-In

Tablet
s
Digital
Signage

Interactive
Kiosks
Social
Media

Spot
Vending
Augmente
d Reality

QR Codes

Are Transforming Today’s Guest Experiences

Loyalty and
Check In

Measurement
Tablets / Mobile
Commerce /
Virtual Catalogue One View
of
Customer

Interactive Displays Product data Concierge Kiosk
Customer data
Merchandising data

Innovation in Experience Design
Innovation
27 July 2012


ACCESS: the ability to reach other
persons, activities, resources,
services, information, or places

CONTROL: the degree to which
the use of things, activities, and
spaces is controlled by their users

FIT: the match between a person
and their surroundings to support
the activities in which they will
customarily engage

VITALITY: the tapping of human
EXPERIENCE powers: functions and emotions

DIMENSIONS SENSE: the ability to know identity
and place – where or when one is


ACCESS
the ability to reach other
persons, activities,
resources, services,
information, or places
• Delivering connected experiences,
any time, anywhere, across any
device.
• In-store, on-line, in branch, on-
the-go, whatever, whenever.


Continuous Experiences


CONTROL
the degree to which the
use of things, activities,
and spaces is controlled
by their users
• Enabling the user by giving them
control (e.g., over preferences,
information).

• Putting the user in the driver
seat with usefulness, usability,
and desirability


Real-time control


FIT
the match between a
person and their
surroundings to support
the activities in which
they customarily engage
• Offering context and orientation,
supporting the user at the right
time and place with the right
content
• The right experience at the right
moment in the customer journey

14 © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 14

Predicting Desirability


VITALITY
the tapping of human
powers: functions and
emotions
• Expressing personality, creating
desire, extending physical
abilities

• Differentiating the brand in
appropriate ways

• Bringing the brand to life


Curated Experiences


SENSE
the ability to know
identity and place –
where or when one is

• Giving the user the cues they
need to make sense of their
experience (way finding,
auditory cues, clarity and
consistency)

• Making sense of the experience


Quantifiable Self


Relevant Experiences
Innovation We Can Leverage
9 October 2012


Major Retailer


Experience Innovation through:
• Access
• Control
• Fit
• Vitality

the brief – E&E

• convert more of loyal guests into E&E shoppers by
creating differentiation beyond price and
convenience

• capitalize more on our strengths of surprising and
delighting our guests while providing an engaging
environment that inspires her to buy

accessories, dvds, cds, cameras, games, tvs,
music, peripherals, whole tablets, ereaders
category consideration


our insight
simply put, moms are empowered by
technology.

however, most moms are just not inspired
by it.

so what does inspire her?

in short,

it’s not about the gear.

It’s about the experiences the gear enables.

the brief - reframed

inspire mom to integrate
electronics into her life

by bringing life to our
electronics.

The Challenge

Establish an interaction model,
standard visual design system
that can be leveraged globally
to support the expansion of
product market share


Audi mobile Portal
Goal: best possible mobile user experience


Audi Fahrzeugbörse (Hybrid App)
First Android app by Audi worldwide


Case Study:
Audi A-1 iPad App

Case Study:
Multi-Channel Recreation
Mobile App Design


Audi A1
Launch campaign new A1 Audi – community app


Audi A1 iSpecial iPad
Extending app to iPad


Audi A-1 iPad Application, Configurator, and Rich brochure


Launch Campaign Audi Q3
Android and iPhone App


Audi A7 Sportback iPad App
Launch campaign new A1 Audi – community app


Support the expansion into the emerging market

Reduction in investment development and unit cost

Increased flexibility to support the various requirements
of the individual markets

Establishment of a balanced global footprint Mobile
Portal available in 15+ Countries and 18 Languages
Audi A1 App: available in all app stores in the following
languages: EN, DE, IT, ES, FR, NL, RU
Audi Q3 App: available in all app stores in the following
languages: EN, DE, TR, IT; ES; FR; NL; PT
Audi A7 App: available in all app stores in DE and EN


Retail experiences under transformation


The threat…


What stores will always have…

• Sense Immersiveness
• Fit Associates
• Control Immediacy
• Access Social
• Vitality Fun


Retail Experiences are under transformation


General Premise

Behind every product is a need.

For every need there is a solution.


Fashionable | In-store Touch Experience

Story:
Designed for in-store placement, the SapientNitro
In-store Touch Experience enables customers and
sales associates to engage with the full inventory of a
retailer, whether it’s in store or online.

Features & Benefits:
• 46” HD interactive display
• Integration with inventory, POS, and back end
systems
• Outfit Builder offers Up-sell / Cross-sell
opportunities
•Social media tie in
•Ad space / product placement for manufacturers


Marks & Spencer | Endless Aisle Kiosk

Marks & Spencer has opened its new
flagship store at 100 Avenue des Champs-
élysées in Paris. Trading over three floors,
the 1,400 square meter store is part of
M&S' ‘bricks & clicks' strategy, as it returns
to the French market with a combined store
and e-commerce offer.

The store uses the latest technology to
extend the M&S product range available to
customers.

Two touch screen order points and two
fixed tablets make it easy for customers to
shop from over 10,000 products available
online.


Marks & Spencer | Magic Mirror


Sapient-Oracle Oct-9 2012

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