Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

10 New Retail Rules

5.088 visualizaciones

Publicado el

Aaron Shields, EMEA Strategy Director, shares new rules for a new reality. This presentation was first made at Spree 2016.

Publicado en: Venta al por menor
  • Want to preview some of our plans? You can get 50 Woodworking Plans and a 440-Page "The Art of Woodworking" Book... Absolutely FREE ★★★ http://tinyurl.com/yy9yh8fu
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • Want to preview some of our plans? You can get 50 Woodworking Plans and a 440-Page "The Art of Woodworking" Book... Absolutely FREE ■■■ http://tinyurl.com/yy9yh8fu
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • Want to preview some of our plans? You can get 50 Woodworking Plans and a 440-Page "The Art of Woodworking" Book... Absolutely FREE ★★★ http://tinyurl.com/yy9yh8fu
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • Thank you!
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí

10 New Retail Rules

  1. 1. FITCH10 NEW RETAIL RULES
  2. 2. FITCH is the world’s leading brand & retail design consultancy New York Los Angeles Columbus Atlanta Phoenix London Moscow Paris Beijing Shanghai Singapore Dubai Mumbai Delhi 1972 FOUNDED 14 STUDIOS 8 COUNTRIES +350 PEOPLE WPP GROUP
  3. 3. 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015 2020 RETAIL DESIGN COMMUNICATIONS TECH DEV IA/UX MASTER PLANNING BRAND DEVELOPMENT INDUSTRIAL DESIGN TRENDS & INSIGHTS SERVICE DESIGN ANALYTICS DIGITAL CONTENT
  4. 4. Not here to talk about…
  5. 5. Urbanisation Customisation AutomationConnectivity Rise of…
  6. 6. Or…
  7. 7. How do we adapt?
  8. 8. New rules for a new reality
  9. 9. #1
  10. 10. Start thinking people Stop thinking consumers
  11. 11. Online is an unforgiving…
  12. 12. The moment choice was offered, people started choosing
  13. 13. Shift our perspective
  14. 14. CONSUMERS…. PEOPLE…. Are victims of marketing plans Call the shots Respond in predicable ways Change behaviours frequently Fit neatly into segments Have mosaic identities Rationally buy Emotionally buy Follow linear journeys Do not follow any prescriptive path Can always buy more goods Seek experience more than goods
  15. 15. Remedy: Spend 1 day/month speaking to people
  16. 16. #2
  17. 17. More about solving behaviours Less about targeting segments
  18. 18. Segments  brand Behaviours  experience
  19. 19. No longer (just) about: Small / Medium / Large
  20. 20. Exploring Purchase intent in the category Locating Specific product or service Dreaming No specific purchase intent Being inspired Learning Having fun Browse easily More information Narrow choices Easy to find Useful reminders Reassurance Dreaming Exploring Locating
  21. 21. #3
  22. 22. Start earning gratitude Don’t count on loyalty
  23. 23. Rewarding visits v rewarding a visit
  24. 24. Forbes 25 most disruptive companies 1/ Uber 2/Airbnb 3/ Facebook 4/ Red Bull 5/ Snapchat 6/ Alibaba 7/ Netflix 8/ UnderArmour 9/ Instagram 10/Apple 11/ CVS 12/Taylor Swift 13/ Google 14/ Warby Parker 15/ Chipotle 16/ 72andSunny 17/ SoulCycle 18/ Rent the Runway 19/ Houzz 20/ Waze 21/ DraftKings 23/ Coke 23/ Eataly 24/ Birchbox 25/ VirginAmerica
  25. 25. What have you done for me lately?
  26. 26. #4
  27. 27. Start creating richness Stop pushing products
  28. 28. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1950 2015 Services Products Services Products Share of household spending USA
  29. 29. SKUs -30% Sales +30%
  30. 30. Product as a memento of experience
  31. 31. #5
  32. 32. Start encouraging dwell Stop chasing spend
  33. 33. >1hr 1-2hrs 2-4hrs 4+hrs NPS 80 70 60 50 40 30 Happy people stay longer and spend more Circles represent relative spend £ Source: Business Insider, Intu Research, 2012
  34. 34. Every 1% increase in dwell increases spend by 1.3%
  35. 35. Rise of shopping resorts
  36. 36. Traditional 10%leisure Fast-foodcourt Cinema Conventional 25-35%leisure Casualdining 3+attractions Shoppingresorts >35%leisure 8+attractions Manyflagships Retail Retail RetailLeisure Leisure
  37. 37. #6
  38. 38. Lead on Experience Signature Don’t lead on Omni- channel
  39. 39. Blinded by Omnichannel?
  40. 40. COMMS WEB STAFF EVENTS SOCIAL TOOLS SERVICES STORES
  41. 41. GUEST COMMS WEB STAFF EVENTS SOCIAL TOOLS SERVICES STORES
  42. 42. GUEST COMMS WEB STAFF EVENTS SOCIAL TOOLS SERVICES STORES GUEST COMMS WEB STAFF EVENTS SOCIAL TOOLS SERVICES STORES PARITY Retailer A Retailer B
  43. 43. GUEST COMMS WEB STAFF EVENTS SOCIAL TOOLS SERVICES STORES GUEST COMMS WEB STAFF EVENTS SOCIAL TOOLS SERVICES STORES Duplication Retailer A Retailer B
  44. 44. BRAND COMMS WEB STAFF EVENTS SOCIAL TOOLS SERVICES STORES
  45. 45. BRAND COMMS WEB STAFF EVENTS SOCIAL TOOLS SERVICES STORES BRAND COMMS WEB STAFF EVENTS SOCIAL TOOLS SERVICES STORES Difference
  46. 46. BRAND COMMS WEB STAFF EVENTS SOCIAL TOOLS SERVICES STORES BRAND COMMS WEB STAFF EVENTS SOCIAL TOOLS SERVICES STORES Signatures
  47. 47. #7
  48. 48. Be more stage director Be less architect
  49. 49. CapEx has dictated pace of change
  50. 50. People now demand change in ‘internet time’
  51. 51. K11 Shanghai
  52. 52. & other stories
  53. 53. Core platform remains fixed while new experiments are brought in and out
  54. 54. #8
  55. 55. Start connecting innovations Stop innovating by division
  56. 56. Innovation comes from teams
  57. 57. Some more than others…
  58. 58. Start-up Google Everyone else Single team Nodal teams Divisional teams
  59. 59. We can’t all be Google
  60. 60. Use what you have (smartly)
  61. 61. #9
  62. 62. Do experiment quickly Don’t perfect slowly
  63. 63. Constantly scan trends
  64. 64. More than 1 version of the future
  65. 65. Speed & adaptability are the only remedy to disruption
  66. 66. #10
  67. 67. Start knowing Stop guessing
  68. 68. Online has GoogleAnalytics Retail has….?
  69. 69. FITCH AIR Analytics & Interaction at Retail
  70. 70. Startthinkingpeople Moretargetingbehaviours Startearninggratitude Startcreatingrichness Startencouragingdwell Leadonexperiencesignature Bemorestagedirector Startconnectinginnovations Doexperimentquickly Startknowing Stopthinkingconsumers Lesstargetingsegments Don’tcountonloyalty Stoppushingproducts Stopchasingspend Don’tleadonOmnichannel Belessarchitect Stopinnovating bydivision Don’tperfectslowly Stopguessing
  71. 71. www.fitch.com www.slideshare.net/FITCH_design https://uk.linkedin.com/in/aaronshields

×