I2b. 3 [lecture] scenarios. innovation retail. marketing

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i2b/3. Practice Scenario

Innovation retail. MarketingJosep Mª Monguet

Spider-Man. Marvel 1962.


What is innovation retail?

When and how to market innovation?

Does innovation sells by itself?

How to contract innovation?


soft jazz music,coffee grinders, milk steamers

... engaging multiple senses

tailored drinks

smell of coffee

robust ridged

cardboard


Marketing Selling


MarketingMaintain a reliable overall picture of market.

SalesMeeting the customer need at the right time.

Activity A range of activities oriented to determine future needs and improve customer relationship.

Direct activity focused on matching customer demand of product/service the company currently offers.

Focus & scope

Market research, pricing distribution, advertising-promotion, public relations, customer service & satisfaction.

Persuade individual customers to purchase the product /service applying an opportunistic, individual method, driven by human interaction.

Horizon Longer term Short term

Goal Associate brand identity with need fulfillment.

Closing sales and ensuring payments.

From marketing to salling


Summary

Understanding customer

Generating credibility

Identifying objections

Negotiate conditions

Need

Trust

Offer

Contract

Innovation Marketing

InnovationSelling


Summary




Negotiate conditions

Need

Trust

Offer

Contract


InnovationSelling


Summary

NeedUnderstanding customer

Authenticity

Nearness

Real time communication


Authenticity

A true organizational story

Understanding customers



Top down & down top commitment

Authenticity


Nearness

People do business with people



NearnessUnderstanding customers

Ambiverts


NearnessUnderstanding customers

Ambiverts


Nearness

Telling interesting stories



Nearness

Involving the buyer


“Tell me and I’ll forget; show me and I may remember; involve me and I’ll understand.”

Chinese proverb


Nearness

“Platonic” dating with the buyer



Real time content and feedback Understanding customers


Improving the commercial infrastructure and support to customers



Systematic and engaging content

You are what you publish



http://www.panasas.com/solutions/academic-research



Summary




Negotiating contract

Need

Trust

Offer

Contract


InnovationSelling


Summary

Architecture

Explicit capacities

Right time

TrustGenerating credibility


Mental shortcuts

Architecture of trustGenerating credibility


Architecture of trust

Commercial technical consultancy

Value of firm and brand

Product/Service



Architecture of trustGenerating credibility


Generating credibilityExplicit capacities

Participation vs. propaganda.Clear information vs. jargon.


Generating credibilityExplicit capacities

‘The mother of all demos’

December 9, 1968, Douglas C. Engelbart & 17 researchers . Augmentation Research Center Stanford Research Inst. Menlo Park, CA,90-minute live public demonstration. Online system, NLS, (since 1962.)


Generating credibilityRight time


I2b. 3 [lecture] scenarios. innovation retail. marketing

Design

customersreal time content

comreal time content

publishreal time content

right time

engaging content

customer need

customer relationship

feedback understan