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Creating an omni-channel path

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How can you create an omni-channel path for buyers using physical, human and digital elements? And how can you create your own unique experience signature? Alasdair Lennox, ECD for FITCH EMEA presents at Offline/Online conference in Moscow -March 2015.

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Creating an omni-channel path

  1. 1. Creating buyers Omni-channel path Alasdair Lennox Executive Creative Director EMEA FITCH
  2. 2. Vivid by B&Q 1. Physical, Human & Digital 2. Experience Signatures 3. Retail Analytics 4. Agile Retail Creating buyers Omni-channel path
  3. 3. Reinventing the Chinese home décor market
  4. 4. View Vivid film here on vimeo: https://vimeo.com/92917938
  5. 5. Presentation prepared for adidas © FITCH 1.  Physical, Human & Digital FITCH believes that a combination of Physical, Human and Digital (PHD) touch points results in a Seamless Experience.
  6. 6. 1.  Physical, Human & Digital FITCH believes that a combination of Physical, Human and Digital (PHD) touch points results in a Seamless Experience. Narrative: “The world of retail is now infinitely splintered. Today's shoppers have an abundance of choice – whether in a store, online or on mobile. The old notion of a linear customer journey is evolving into a mosaic approach. Retailers must create seamless experiences that keep shoppers engaged with their brand. FITCH believes that a combination of Physical, Human and Digital (PHD) touch points results in a Seamless Experience.”
  7. 7. PHYSICAL HUMAN DIGITAL Immediate Immersive Tactile Empathetic Approachable Kind Infinite Interactive Storytelling Each retail element has natural strengths: 1.  Physical, Human & Digital
  8. 8. PHYSICAL HUMAN DIGITAL Immediate Immersive Tactile Empathetic Approachable Kind Infinite Interactive Storytelling Human is the differentiator that binds P & D together 1.  Physical, Human & Digital
  9. 9. Presentation prepared for adidas © FITCH 2. Experience Signatures All touch points need be infused with the brand’s DNA and work in harmony together, to create a unique experience. View Vivid film here on vimeo:https://vimeo.com/113687901
  10. 10. Narrative: “To a greater extent, the digital & operational departments have led the charge during the race to develop omni-channel. As a consequence FITCH are observing that large retailers omni-channel executions are becoming increasingly technically sophisticated, however becoming increasingly brand experience weak. All touch points need be infused with the brand’s DNA and work in harmony together, to achieve being an Experience Signature.” 2. Experience Signatures All touch points need be infused with the brand’s DNA and work in harmony together, to create a unique experience.
  11. 11. 2. Experience Signatures DREAMING EXPLORING LOCATING EXPERIENCING P H D
  12. 12. Presentation prepared for adidas © FITCH 3. Retail Analytics “I can’t improve it if I can’t measure it” William Thomson, Lord Kelvin 1906
  13. 13. Narrative: “FITCH and Microsoft have partnered to illuminate the ‘black box’ store environment through the first intelligent retail analytics & interaction system. Our measurement tool allows brands and retailers to develop truly agile, omni-channel collations within the physical store environment.” 3. Retail Analytics “I can’t improve it if I can’t measure it” William Thomson, Lord Kelvin 1906
  14. 14. Online heat mapping: Presentation prepared for adidas © FITCH 3. Retail Analytics Instore analytics: The diference between this sensor and a regular camera is that it captures not only video data but also a full 3d picture using millions of infra-red beams per second. AIR : Analytics & Interaction for Retail
  15. 15. AIR : Analytics & Interaction for Retail 3. Retail Analytics
  16. 16. Presentation prepared for adidas © FITCH 3. Retail Analytics AIR : Analytics & Interaction for Retail
  17. 17. Presentation prepared for adidas © FITCH 4. Agile Retail Test, learn and adapt. Create a roadmap of innovation
  18. 18. Narrative: “Customers expect that in-store environments should rapidly evolve. Retailers need to be more responsive to changing trends and emerging platforms than ever before. We have a set of agile retailing tools that shift retailers to a rolling program of innovation that is constantly experimenting, piloting and measuring impact with customers. Test, learn and adapt. Create a roadmap of innovation” 4. Agile Retail Test, learn and adapt. Create a roadmap of innovation
  19. 19. Presentation prepared for adidas © FITCH 4. Agile Retail Traditional ‘bricks & mortar’ retail process
  20. 20. Presentation prepared for adidas © FITCH 4. Agile Retail Test, learn and adapt.
  21. 21. Presentation prepared for adidas © FITCH 4. Agile Retail Create a roadmap of innovation P H D Retail Product Services Digital Systems Staff FUTURE 2015+NEAR 2014NOW 2013 DreamHome Crowd sourced roomsets Be the home Expert (role play and learn zones) Project Coach -  Sport inspired teams (5 tiers) and leagues -  Satisfaction reward structure -  Customer chooses project pace -  Digital tools Roomset combos Live Better Theatre & cafe Home statements (category hero's) Reward based on project interaction Stock check At hub Retail intelligence Tracking Service / payment Lounge Home hand over 5* experience Dreamkey Live Better Innovation lab Live Better Future home pop ups (developments) DreamHome moodboard DreamHome Forum links Project Coach Active in forums Like your neighbors Forum and map Be the home expert online Dreamhome competition Pocket coach APP inc tracker Ecommerce & online price check Mobile pocket coach APP price check Make it happen Fit out crew, & central hub Home delivery and collection Home health check Visualise at home (headset TBC)) Live Better Own branded products Optimize range & price promise Product ID tracker Quality tag Dreamhome Live better ATL campaigns & spokesperson Home passport Warranty aftersales Web promotion on price 3D printed Experience trophy (model home) Collect ideas Card and mobile APP Fit home to me Customise (heights etc.) Maintenance offer Dreamhome Live better recruitment Fight the fakes campaign Make it happen Installation team training academy Establish brand / Flagship store / Online & forums / Coach team / Product & service offer / supply chain Small format store / ecommerce Store network expansion Product worlds Home consultation Product database / visualisation Premiere your home Visualisation step 3 Try it on for size Visualisation step 2 See your ideas visualisation step 1 We create a roadmap that charts the course between the current and future shopper experience. This helps clients to align across functions, plan budgets and identify 'release gates' when significant steps forward are launched.
  22. 22. Four FITCH tools for omni-channel development: 1. Physical, Human & Digital 2. Experience Signatures 3. AIR: Analytics & Interaction for Retail 4. Agile Retail
  23. 23. Thank youAlasdair Lennox Executive Creative Director EMEA FITCH alasdair.lennox@fitch.com

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