Tomorrow's Customer - How Will You Serve Them?

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Presented by Zain Raj, CEO, Euro RSCG Discovery at the National Retail Federations Retail Innovaton & Marketing Conference in San Franciscon on March 3, 2010

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Tomorrow’s Customer: Can We Win Them Over?

% Target 6–18 months PROSUMERS 15–25% Source: Euro RSCG Worldwide Prosumer Studies, 2002–2009 6–18 months Prosumer: Tomorrow’s Customer

Rational Signals Of Value Premium quality Great customer service Added value Low price + SOURCE: Euro RSCG Worldwide 2009 Value Study

Momentum of US Brands 91 169 Dynamism Trust 83 45 Social Media, Portals, eCommerce, Hardware, Telecom, Financial Services, Automobiles, Retail, Travel Base: Euro RSCG Momentum 2.0 Study, U.S.

Satisfying Added Values Top 2 Box Summary 67% top-notch customer service 67% top-notch customer service 61% freebies (gifts with purchase, etc.) 58% made by a company I trust 45% made by a company I admire 44% scarce / hard to find 38% conscientious / making a difference Euro RSCG Global Value Study 2009

Focus on behaviors not just on attitudes

Tomorrow's Customer - How Will You Serve Them?

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Tomorrow's Customer - How Will You Serve Them?

1. Tomorrow’s Customer: Can We Win Them Over?

4. % Target 6–18 months PROSUMERS 15–25% Source: Euro RSCG Worldwide Prosumer Studies, 2002–2009 6–18 months Prosumer: Tomorrow’s Customer

6. Deliver Value + Values

7. Rational Signals Of Value Premium quality Great customer service Added value Low price + SOURCE: Euro RSCG Worldwide 2009 Value Study

8. 86% It’s important that companies/ brandsstand for something other than profitability SOURCE: Euro RSCG Worldwide study, “The Future of the Corporate Brand”, Feb 08. Percentage reflects average of US, UK, France findings

9. WHAT IS A GENUINE AND CREDIBLE ROLE FOR THE BRAND REAL ISSUES CONSUMERS CARE ABOUT

10.

11. Video

12. Build Brand Momentum

13. Make Up of Brand Momentum Future Potential EMERGING BRANDS Dynamism SUCCESS Trust Past Performance FADINGBRANDS

14. Momentum of US Brands 91 169 Dynamism Trust 83 45 Social Media, Portals, eCommerce, Hardware, Telecom, Financial Services, Automobiles, Retail, Travel Base: Euro RSCG Momentum 2.0 Study, U.S.

15. Key Drivers of Brand Momentum Activation In-store displays .36 Special promotional prices/rates .17 Free trial offers .05 Brand Experience Product samples .24 Product Demos .24 Brand Loyalty Email newsletter/offer .33 Frequent shopper/points program .05 Word of Mouth Communications Awareness Friends/family .60 People at work .60 Internet blogs .51 Noticed someone using .42 Internet advertising .55 Website .52 Social network site .44 Magazine ads .36 Radio ads .36 TV ads .32 Events .30 Newspaper ads .20 Billboards .15 Brand Perceptions Visionary .60 Innovative .60 Unique .50 Authentic .40 Brand News Internet story .58 New products or services .52 TV story .48 None of these -.57 Base: Euro RSCG Momentum 2.0 Study, U.S.

16. Edutain, don’t just educate

17. Evian Roller Babies

18.

19. Piss them off atyour own peril

20. Satisfying Added Values Top 2 Box Summary 67% top-notch customer service 67% top-notch customer service 61% freebies (gifts with purchase, etc.) 58% made by a company I trust 45% made by a company I admire 44% scarce / hard to find 38% conscientious / making a difference Euro RSCG Global Value Study 2009

21. 1:17 3:873

22.

23. Focus on behaviors not just on attitudes

24.

25.

26.

27. Music video

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Future Shock was written in 1970.

Tomorrow's Customer - How Will You Serve Them?

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