Transformational, emotional and seamless; three macro-trends shaping retail today. Speaking at NACS Xtreme 2014, FITCH Associate Strategy Director Michael Stephenson examines these trends and the importance of physical, human and digital tools to retailers.

1. TRENDS !
SHAPING !
RETAIL!
Michael Stephenson
Associate Strategy Director, FITCH

2. SO, WHAT TOOLS
DO YOU USE?!

3. PALETTE OF TOUCHPOINTS!
Physical: The tangible – from objects that can be
touched to settings that can be experienced
Human: Dynamic interactions – with individuals,
employees, and social groups
Digital: Electronic Tools – technologies that talk
to everyone, or just talk to me
P
H
D

4. To us, HUMAN may be the
most important of the three.
We believe retail is about
meaningful moments of
human connection.

5. SHOPPER MINDSTATES!
Exploring
Open minded but category focused.
Locating
Looking for a specific product, brand or service.
Dreaming
Unfocussed, open to experiences and story telling.
Shopper mindstates
Inspire me
Challenge me
Entertain me
Play with me
Reassure me
Show me
Help me find it

6. Physical
Digital
Human
Dreaming
Exploring
Locating
PHD/DEL MATRIX!

7. Physical
Digital
Human
Dreaming
Exploring
Locating
PHD/DEL MATRIX!

8. EXPERIENCE SIGNATURES!
Distinct collection of branded touchpoints.
Unique in collection from one brand to the next.
Why shoppers choose one brand over another.
How retail brands become memorable.
The reasons shoppers come back for more.

9. OK, SO WHAT?!

10. LOCATING THE DRAMA!
Not ubiquitous
Retail & technology focused
Category agnostic
Inspirational

11. MILLENIAL SHOPPERS!
Finicky yet frugal
Tech savvy
Open-minded
Particular

12. TRENDS SHAPING RETAIL!
Nomadic
Unexpected
Automated
Curated
Experiential
Gamified
Memorable
Simple
Extendable
Humanizing
Social
Amazon-like
Clienteling
Connected
Loyal
TRANSFORMATIONAL!
EMOTIONAL!
SEAMLESS!

13. Macro-trend:
TRANSFORMATIONAL!
!
The physical retail environment is
changing appearances, inside and out.

14. TRANSFORMATIONAL:!
Nomadic.

15. TRANSFORMATIONAL:!
Unexpected.

16. TRANSFORMATIONAL:!
Unexpected.

17. TRANSFORMATIONAL:!
Automated.

18. TRANSFORMATIONAL:!
Automated.

19. TRANSFORMATIONAL:!
Automated.

20. TRANSFORMATIONAL:!
Curated.

21. TRANSFORMATIONAL:!
Curated.

22. TRANSFORMATIONAL:!
Curated.

23. TRANSFORMATIONAL:!
Experiential.

24. TRANSFORMATIONAL:!
Experiential.

25. Macro-trend:
EMOTIONAL!
Brands & retailers are providing a
more engaging shopping experience
to create an emotional hook.

26. EMOTIONAL:!
Gamified.

27. EMOTIONAL:!
Gamified.

28. EMOTIONAL:!
Memorable.

29. EMOTIONAL:!
Memorable.

30. EMOTIONAL:!
Simple.

31. EMOTIONAL:!
Simple.

32. EMOTIONAL:!
Extendable.

33. EMOTIONAL:!
Extendable.

34. EMOTIONAL:!
Extendable.

35. EMOTIONAL:!
Humanizing.

36. EMOTIONAL:!
Humanizing.

37. EMOTIONAL:!
Humanizing.

38. Macro-trend:
SEAMLESS!
The lines between digital &
physical are blurring to create
a more seamless experience.

39. SEAMLESS:!
Social.

40. SEAMLESS:!
Social.

41. SEAMLESS:!
Amazon-like.

42. SEAMLESS:!
Clienteling.

43. SEAMLESS:!
Connected.

44. SEAMLESS:!
Connected.

45. SEAMLESS:!
Connected.

46. SEAMLESS:!
Loyal.

47. SEAMLESS:!
Loyal.

48. TRENDS SHAPING RETAIL!
Nomadic
Unexpected
Automated
Curated
Experiential
Gamified
Memorable
Simple
Extendable
Humanizing
Social
Amazon-like
Clienteling
Connected
Loyal
TRANSFORMATIONAL!
EMOTIONAL!
SEAMLESS!

49. THANK YOU!!
www.FITCH.com
Michael.Stephenson@FITCH.com