Trends in retail & opportunity for customer engagement

© 2014 Hong Kong Design Centre. All Rights Reserved.
E N G A G I N G R E TA I L
TRENDSPOTTING
R A K H I R A J A N I .
I N N O VAT I O N C O N S U L TA N T.
RAKHI RAJANI

M E
Psychologist
Insight + Strategy + Innovation
Innovation ConsultantRakhi Rajani |

E N A B L I N G P U R C H A S E
D E C I S I O N S
RAKHI RAJANI

Big Data
Mobile Commerce
Personalisation
Internet of Things
Retail Everywhere
Shop Windows That Talk
W E K N O W T H E B I G S H I F T S

L E T ’ S TA L K … A B O U T P E O P L E
RAKHI RAJANI

P E O P L E A R E S I M P L E
• Need to
• feel welcome
• feel safe
• be greeted
• be noticed
• be listened to
• Retailers need to
• welcome
• re-assure
• greet
• notice
• listen

5 O P P O R T U N I T I E S
RAKHI RAJANI

1 . S E L L T O T H E S E N S E S
http://hungryformore.org/wp-content/uploads/2013/07/Senses.jpg
• Demonstrate tangible features
• Allow consumers to interact
• Differentiate with display material
• Use device features
• Generate want-ability

P S Y C H O L O G Y O F T O U C H
https://www.iconfinder.com/
• Sensory interaction (touch & smell especially) cultivate ownership
• Interaction = 10 sec to irrational want-ability
• No interaction = rational want-ability (based on features etc)
• (+ Hours of reasoning to talk yourself into (or out of) the purchase)

Invitation to Interact
Appropriate Invitation = Predictable Behaviour

Image from Rakhi Rajani

http://www.retail-focus.co.uk/news/903-virgin-holidays-opens-multi-sensory-holiday-lab

Viktor & Rolf

2 . P R O V E I T
• Reveal the science/craftsmanship
• Establish certainty
• Differentiate on skill
• Provide answers to questions
• Generate curiosity

P R O D U C T B E L I E F
• Dilution effect - Irrelevant information leads to extreme judgement &
makes you question validity
• But - Contextualised information leads to confidence

Product Playground
Transparency = Belief

http://www.dramafever.com/news/sony-sells-new-walkmans-in-vending-machine-water-bottles-proving-just-how-waterproof-they-are/

http://retaildesignblog.net/2014/03/15/adidas-springblade-innovation-lab-pop-up-store-by-urbantainer-seoul/

http://wehowsky.eu/

http://4.bp.blogspot.com/-nCQEVAGynNQ/Trrrn5nXGgI/AAAAAAAACxY/P3GV6bMwhSg/s640/Gucci_Bond_08.11.2011_148.jpg

Image from Leica

3 . S I M P L I F Y T H E PAT H T O P U R C H A S E
• Remove obstacles
• Create more H2H moments
• Create moments of delight
• Rethink the P-to-P in tech
• Make it short haul vs long haul

M E N TA L & P H Y S I C A L J O U R N E Y
AdvocacyAwareness

M E D I U M S A R E O V E R W H E L M I N G
http://blog.freespee.com/wordpress/wp-content/uploads/2014/04/path-to-purchase.png
Google Data Images

Purchasing Narrative
Clear Narrative = Decision Making Moments

4 . K I L L T H E PA R A D O X O F C H O I C E
• Choice can be crippling
• Curate collections
• Demonstrate applicability
• Showcase other peoples decisions
• Provide context

C U R AT O R I A L R E TA I L
• Product + placement
• 35% more likely to buy something if it’s at eye level
• Showcase products and services in context
• Guide decision making
• Build trust to eliminate choice conflict

Show Expertise
Contextual Guidance = Reassurance of Choice

http://www.jbanksdesign.com/Retail_Showroom.html

awlandsundry.com

trunkclubcom

5 . ’ S T U M B L E U P O N ’ M O M E N T S
• Discovery vs Search
• Provide the story
• Offer alternatives to interrupt
confusing purchase paths
• Connect See and Buy moments
• Purchase maybe delayed but will
likely happen

Find not Seek
Moments of Discovery = Moments of Delight

Perch Interactive

http://modernfarmer.com/wp-content/uploads/2014/01/farmersfridge.jpg

L E AV I N G Y O U W I T H
3 Q U E S T I O N S T O P O N D E R
RAKHI RAJANI

How would you simplify your
‘path to purchase’?
3838Innovation ConsultantRakhi Rajani |
https://www.iconfinder.com

Think beyond the transaction to how might you reinvent the
‘ceremony of retail’?
https://www.shutterstock.com

How would you design a customer journey for a
flagship digital retail store?
https://www.iconfinder.com

http://www.retale.com/info/retail-in-real-time/
A N D I F Y O U L I K E D ATA …

T H A N K Y O U
TRENDSPOTTING
R A K H I R A J A N I .
I N N O VAT I O N C O N S U L TA N T.
R A K H I R A J A N I @ M A C . C O M | @ R A K H I
RAKHI RAJANI

Trends in retail & opportunity for customer engagement

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