We’re getting closer
The impact of technology on retail brand experience
1 / The impact of technology on retail brand experience / Jason Pollard
The impact of technology on retail brand experience
2 / The impact of technology on retail brand experience / Jason Pollard
Traditional retail experience
AWARENESS RETAIL EXPERIENCE
STORE
3 / The impact of technology on retail brand experience / Jason Pollard
AWARENESS RETAIL EXPERIENCE
Personal + Retail
Personal + Retail
Developing retail experience
Omnichannelretailing
STORE
4 / The impact of technology on retail brand experience / Jason Pollard
AWARENESS RETAIL EXPERIENCE
Personal + Retail
Personal + Retail
Developing retail experience
Constant connectivity
STORE
5 / The impact of technology on retail brand experience / Jason Pollard
AWARENESS RETAIL EXPERIENCE
Personal + Retail
Coming soon to a TV near you
Personal + Retail
Developing retail experience
STORE
6 / The impact of technology on retail brand experience / Jason Pollard
Sellingideas
(brand experience)
Selling goods
What does this mean to retail?
7 / The impact of technology on retail brand experience / Jason Pollard
Benefit
Try on before buying online
What does this mean to retail?
8 / The impact of technology on retail brand experience / Jason Pollard
What does this mean to retail?
9 / The impact of technology on retail brand experience / Jason Pollard
“For its first store in the United States, Samsung, the South Korean electronics company, took an unconventional route: it refused to sell anything.
Having leased 10,000sqft, or 929sqm, of astoundingly expensive real estate in midtown Manhattan, it instead incouraged customers to commune with its products - to check e-mail on Samsung computers, watch reality shows on Samsung flat-screen televisions and make long-distance calls on Samsung cellphones.
Samsung called the new concept an ’experience store’, and despite fears from the shopping centre’s owners that it would become a costly nap room for New York’s huddled masses, the idea has caught fire.
No shopping, only loitering
What does this mean to retail?
10 / The impact of technology on retail brand experience / Jason Pollard
What does this mean to retail?
Benefit
Convenient convenience
11 / The impact of technology on retail brand experience / Jason Pollard
What does this mean to retail?
Benefit
Shop straight from your magazine
12 / The impact of technology on retail brand experience / Jason Pollard
What does this mean to retail?
13 / The impact of technology on retail brand experience / Jason Pollard
What does this mean to retail?
14 / The impact of technology on retail brand experience / Jason Pollard
What does this mean to retail?
15 / The impact of technology on retail brand experience / Jason Pollard
It also means we can capture the imagination of our audience like never before...
16 / The impact of technology on retail brand experience / Jason Pollard
What does this mean to customers?
HAVE TO GO
CompareOpinionPrice
AvailabilityFeatures
Promotions
Rational
17 / The impact of technology on retail brand experience / Jason Pollard
What does this mean to customers?
HAVE TO GO
CompareOpinionPrice
AvailabilityFeatures
Promotions
WANT TO GO
Touch / Play / TryPersonalisationConversationReassuranceNegotiation
Rational Emotional
18 / The impact of technology on retail brand experience / Jason Pollard
CUSTOMER
Customers are smarter and more empowered, with instant access to information anywhere
They therefore, have less need to go to store.
When they do they expect more.
What does this mean to customers?
19 / The impact of technology on retail brand experience / Jason Pollard
CUSTOMER BRAND
Customers are smarter and more empowered, with instant access to information anywhere
They therefore, have less need to go to store.
When they do they expect more.
As shopping becomes even more of a leisure
activity
Brands will have to seek creative
and exciting ways to engage with their audience.
What does this mean to customers?
20 / The impact of technology on retail brand experience / Jason Pollard
The single biggest opportunity to
forge customer relationships...
What does this mean for retail brands?
21 / The impact of technology on retail brand experience / Jason Pollard
... is to give memorable store
experiences
The single biggest opportunity to
forge customer relationships...
What does this mean for retail brands?
22 / The impact of technology on retail brand experience / Jason Pollard
How we are getting closer...
23 / The impact of technology on retail brand experience / Jason Pollard
24 / The impact of technology on retail brand experience / Jason Pollard
I am not the same as 23% of your customers
25 / The impact of technology on retail brand experience / Jason Pollard
Respect me Know me and how I live Give me what I need Allow me to choose
26 / The impact of technology on retail brand experience / Jason Pollard
WARRIORBUSINESSMAN
ACCOUNTANT
HUSBAND
VOLUNTEER
GENIUS
MENTOR
MUSICIAN
TEACHER
27 / The impact of technology on retail brand experience / Jason Pollard
BUSINESSMANCOMPOSER
SUPERHERO
ARTIST
FATHER
FRIEND
MENTOR
FILM MAKER
STUDENT
28 / The impact of technology on retail brand experience / Jason Pollard
Everyday people do remarkable things
powered by
29 / The impact of technology on retail brand experience / Jason Pollard
30 / The impact of technology on retail brand experience / Jason Pollard
31 / The impact of technology on retail brand experience / Jason Pollard
32 / The impact of technology on retail brand experience / Jason Pollard
33 / The impact of technology on retail brand experience / Jason Pollard
34 / The impact of technology on retail brand experience / Jason Pollard
35 / The impact of technology on retail brand experience / Jason Pollard
36 / The impact of technology on retail brand experience / Jason Pollard
37 / The impact of technology on retail brand experience / Jason Pollard
38 / The impact of technology on retail brand experience / Jason Pollard
39 / The impact of technology on retail brand experience / Jason Pollard
40 / The impact of technology on retail brand experience / Jason Pollard
41 / The impact of technology on retail brand experience / Jason Pollard
42 / The impact of technology on retail brand experience / Jason Pollard
43 / The impact of technology on retail brand experience / Jason Pollard
44 / The impact of technology on retail brand experience / Jason Pollard
45 / The impact of technology on retail brand experience / Jason Pollard
46 / The impact of technology on retail brand experience / Jason Pollard
47 / The impact of technology on retail brand experience / Jason Pollard
Thank you
48 / The impact of technology on retail brand experience / Jason Pollard