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KEYNOTE: Virtual Reality and Its Implication for the New Retail Experience
Calm Technology: Designing for the Next Generation of Devices, and Harvard Berkman Klein Center of Internet and Society
Amber Case studies the interaction between humans and computers and how our relationship with information is changing the way cultures think, act, and understand their worlds. In this session Case examines how this interaction is transforming and molding the new retail experience and discusses the implications for the future of retail from this lens.
Retailers have an unprecedented amount of data available to them both big and small: customer transactions, web browsing, cx program tracking, competitor information through search terms and web scrapping, general search, weather, economic indicators - the list goes on. But, how do you take all of this information and make better business decisions as a result rather than drowning in the data lake? Julian Highley will be discussing how Marks and Spencer have approached creating a data network that enables the company to understand what impacts revenue and direct investments with confidence.
The physical, geographical and temporal boundaries, that have separated global markets for decades, are being slowly blurred by the relentless march of technology. This convergence has been rapid and has in many ways caught us unawares
In this session, Upma highlights how technology is empowering consumers and is bringing them evermore closer to different markets; and how it is causing a fundamental shift in their attitudes towards product consumption. No matter how remote the consumer maybe, it is no longer a question of whether a product from a far off market is locally available but how easily can it be bought.
The brand work. The first part of the presentation is aimed at getting an insight into how shoppers think and what drives their choice nowadays.
Path to purchase. Do consumers and shoppers converge at all times? In order to answer this, we will then walk along the current path to purchase from being a consumer to finishing off as a shopper in an online or a bricks and mortar store.
Shopper marketing. How to win hearts and cards of contemporary, highly demanding shoppers? Finally, practical tools and tricks of marketing to shoppers successfully will be brought forward and explained in detail.
Red Bull undertook an extensive shopper segmentation project in 2017/2018 that sought to understand shopper behaviors, attitudes, motivations and preferences related to their purchasing of beverages for energy needs in order to identify actionable shopper segments across the retail landscape. Shoppers were profiled on need states and usage occasions for beverages providing energy and then surveyed in-depth to understand key path-to-purchase behaviors related to store choice, channel preferences, and in-store purchase patterns. Segments were identified based on economic potential and capturability. Resulting insights have informed ongoing channel role and strategy initiatives and are being leveraged with retail partners to drive differentiated in-store executions.
Over the last few years I have often heard two competing narratives. One of them says “Digital is here, Online Grocery is here - we need to evolve, we need to spend money”. The second one says “What’s the point of the website? What’s the point of Search? Email? Reviews?”. To my mind, the second one is part of the solution to the first, and yet many FMCG businesses don’t invest as heavily as they might in these “non traditional” marketing efforts. At Bel UK – we’ve put together a cross functional team drawing on Digital marketing, Sales, Category and Trade Marketing expertise to drive the agenda forward and work to optimise the digital path to purchase in whatever form that takes.
Contact Sarah Scarry at Sarah.C.Scarry@knect365.com
Gone are the days when brands can sit back comfortably waiting for their customers to come to them. Loyalty appears more fickle than ever before and brands are increasingly being challenged to look for more exciting ways to engage customers where they are. This session is filled with real and practical use cases of successes, failings and suggestions. Among other questions, we will explore: What is conversational commerce? Who’s doing it well? And who’s not doing it so well?