6. 80%
agree (60% strongly) overall
experience is #1 factor in
whether they purchase a
product or service
Helen Graney (Jack Morton Worldwide)
7. 87%
say previous unique
experience is important
(62% very important) when
choosing brands to use in
the future.
Helen Graney (Jack Morton Worldwide)
8. 78%
agree (44% strongly) they’d
pay more for a product or
service if they knew they’d
have a unique experience
with that brand.
Helen Graney (Jack Morton Worldwide)
10. 26%
agree that the experiences
they’ve actually had with
brands have been extremely
or very unique.
Helen Graney (Jack Morton Worldwide)
11. 87% 26%
VS
Previous unique
experience
is important to
future purchase
My past experiences
with brands have
been unique
THAT’S SOME GAP
Helen Graney (Jack Morton Worldwide)
12. 78% 26%
VS
I’d pay more for a
unique experience
My past experiences
with brands have
been unique
AGAIN THAT’S SOME GAP
Helen Graney (Jack Morton Worldwide)
15. Top Experience
Drivers Overall
1. Products and services that meet your needs
2. Understands your needs
3. Continues to serve and engage you after you’ve
become a customer
4. Exceeds your expectations
5. Makes it easy to find information and buy their
products, wherever and whenever I want to shop
Helen Graney (Jack Morton Worldwide)
16. Experience Drivers key to
unique brand experience
1. Initial impression the brand makes on you
2. Continues to serve and engage you after you’ve
become a customer
3. Understands your needs
4. Differentiates from similar products
5. Employs people who anticipate your needs
Helen Graney (Jack Morton Worldwide)
18. Every brand can be an
experience brand by
understanding the
experience drivers that
influence customers and
optimising these drivers
to have the greatest
impact.
Helen Graney (Jack Morton Worldwide)
19. Mapping Experience
Discovery Experience
How do I learn about your brand? How do you market?
Shopping Experience
What happens when I’m in store/in market?
Digital Experience
How do I interact?
Product Experience
Does the product /service exceed expectations?
Customer Experience
How am I engaged after I commit? How do you treat me?
Community Experience
How do I connect with others around your brand?
Helen Graney (Jack Morton Worldwide)
20. Mapping Experience
And the biggest gaps in performance
*
Discovery Experience
How do I learn about your brand? How do you market?
*
Shopping Experience
What happens when I’m in store/in market?
Digital Experience
How do I interact?
Product Experience
Does the product /service exceed expectations?
*
Customer Experience
How am I engaged after I commit? How do you treat me?
Community Experience
How do I connect with others around your brand?
Helen Graney (Jack Morton Worldwide)
21. Honesty & Transparency
are valued
Individual treatment &
respect are expected
Experiences – good & bad
are remembered
Helen Graney (Jack Morton Worldwide)
22. Three trends which
should be viewed
through the lens
of these insights:
+ Mobile/Digital
+ Personalisation
+ Omni-channel
Helen Graney (Jack Morton Worldwide)
25. 1 in 3 consumers
regularly uses a mobile
device to shop
Helen Graney (Jack Morton Worldwide)
26. 40% of shoppers change
their minds in store
Helen Graney (Jack Morton Worldwide)
27. How do you create a
differentiated live retail
experience?
Helen Graney (Jack Morton Worldwide)
28. ‘Re-imagining of a brand’s physical
presence is essential in the context
of anywhere/anytime Digital Retail.
Through the provision of rich,
multi-sensory experiences, savvy
retailers are turning their stores
into product playgrounds.’
Lois Jacobs, Chief Executive of Fitch
Helen Graney (Jack Morton Worldwide)
34. ‘As the volume of both human and
machine data grows exponentially,
so too will the organisations’ ability
to see future.’
Jeffrey F. Rayport
‘Using big data to predict your customers’ behaviours’, HBR
Blog Network
Helen Graney (Jack Morton Worldwide)
38. Consumer Pillars
Brand Experience
LIVE
DIGITAL
RETAIL
Mobile Tour
Entertainment
Sponsorship
Trail /
Sampling
Grass Roots
Experiential
Mobile
Social
Web
Tablet
CRM
Kiosk
Promotional
Shopper
Environment
Packaging
Point of Sale
Helen Graney (Jack Morton Worldwide)
39. People are the most
powerful ad medium
Helen Graney (Jack Morton Worldwide)
40. How can you use
these insights to
shape a better
experience?
Helen Graney (Jack Morton Worldwide)
41. EXTE
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Helen Graney (Jack Morton Worldwide)
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