Continuous thinking is the undeniable future of all things retail - understanding how "share of experiences" leads to happier customers will create a future proof and distinctive proposition. This was presented at the Global Retail Forum in Miami, FL on May 6th, 2016 by Tim Greenhalgh.

1. @timghalgh @FITCHdesign
APRONS
&
ALGORITHMSTHE FUTURE OF RETAIL EXPERIENCES

2. CONTINUOS THINKING
in the physical & virtual retail world

3. No Longer…

4. No Longer…

5. Future Platform

6. People
Retail

7. 7
OUR LIVES
ARE DEFINED BY

8. 8

9. 9
S H A R E D
E X P E R I E N C E S

10. 10

11. 7 8 % O F M I L L E N I A L S
P R E F E R T O S P E N D
M O N E Y O N
E X P E R I E N C E S
O V E R P R O D U C T SHarris Research International 2015

12. 12
E X P E R I E N C E S
= C U R R E N C Y

13. ADMAP - Design a luxury experience 2015

14. ‘Likes’ and ‘Selfies’ are
a new currency
ADMAP - Design a luxury experience 2015

15. 1515

16. 16

17. 17

18. 18
W H Y D I D H E
G O T H AT W AY ? ?

19. GENERATION
‘PICKY’
BB, X, Y & Z

20. Service

21. Self Service

22. Automated
Service

23. Social
Service

24. The Consumer Conversation
The Experience void between
brands and their consumers
Source: EConsultancy
OK IS
NO LONGER
OK
51%EXPERIENCE
20%PRICE
20%PRODUCT
9%OTHER
59%Someone offered more
49%Switched in 2015
30%Previous brand failed them

25. Tr e v o r E d w a r d s
P r e s i d e n t N i k e B r a n d
W e ’ r e n o t i n t h e b u s i n e s s o f
k e e p i n g m e d i a c o m p a n i e s a l i v e …
… w e ’ r e i n t h e b u s i n e s s o f
c o n n e c t i n g w i t h c o n s u m e r s ”

26. “Starbucks is not an advertiser;
people think we are a great
marketing company, but in fact
we spend very little money on
marketing and more money on
training our people”
H o w a r d S c h u l t z
C h a i r m a n a n d C E O - S t a r b u c k s

27. 27

28. EXPERIENCE
DRIVES VALUE
Source: Medallia Analysis/HBR.Org
The Value of
Customer Experience
Quantified
1.0X
1.3X
1.5X
1.8X
1.9X
2.4X
1-3 4-6 7 8 9 10
Customer Experience Score
Annual Revenue Increase
Per Customer

29. Art Science
Future

30. Omnichannel

31. …you can’t omnichannel your way out of a poor or disjointed proposition
Omnichannel

32. expect
innovation
co-creation
continuity
GEN Z
It’s supposed to be easy - the science can sometimes get in the way

33. CON
TIN
UOUS
THINKING
The undeniable future of all things retail
…is the art.

34. W E K N O W T H E
I N T E R A C T I O N B R A N DP E O P L E
Q U E S T I O N S T O A N S W E R

35. P E O P L E :
W H AT A R E T H E I R
M I N D S E T S ?
H E A R T S E T S ?

36. B R A N D S :
W H AT ’ S P O S S I B L E ?
W H AT ’ S O W N A B L E ?

37. I N T E R A C T I O N S :
H O W D O T H E Y W O R K ?
H O W C O U L D T H E Y W O R K B E T T E R ?

38. CON
TIN
UOUS
THINKING
BEHAVIOUR
IDEAS
TESTING

39. IF WE CAN CONNECT WITH
PEOPLE ANYWHERE AND
EVERYWHERE…
SO
CON
TIN
UOUS
BEHAVIOUR

40. UNDERSTAND
THEIR BEHAVIOUR
WE SHOULD
CON
TIN
UOUS
BEHAVIOUR A LIFE LENS, NOT
THE CHANNEL
THROUGH

41. WHAT I CAN ACHIEVE
WITH YOU
WHAT I CAN BUY
FROM YOU
FROM
TO
CON
TIN
UOUS
BEHAVIOUR

42. Dreaming
No specific
purchase intent
Exploring
Purchase intent
in the category
Locating
Specific product
or service
Experiencing
Post-purchase
using product or service

43. Dreaming
No specific
purchase intent
Exploring
Purchase intent
in the category
Locating
Specific product
or service
Experiencing
Post-purchase
using product or service
Achieving
Post purchase
Experience

44. MINDSTATES
DREAMING
BE INSPIRED
LEARNING
HAVING FUN
I WANT TO
GET FITTER
Dreaming
No specific
purchase intent

45. MINDSTATES
EXPLORING
BROWSE EASILY
MORE INFORMATION
NARROW CHOICES
I WANT A PAIR
OF TRAINERS
FOR RUNNING
Dreaming
No specific
purchase intent
Exploring
Purchase intent
in the category

46. MINDSTATES
LOCATING
EASY TO FIND
USEFUL REMINDERS
REASSURANCE
I WANT A PAIR
OF NIKE FLYKNIT
BLUE SIZE 8
Dreaming
No specific
purchase intent
Exploring
Purchase intent
in the category
Locating
Specific product
or service

47. MINDSTATES
EXPERIENCING
CARE AND ADVICE
ACTIVE COMMUNITY
GETTING MOST OUT OF PURCHASE
Dreaming
No specific
purchase intent
Exploring
Purchase intent
in the category
Locating
Specific product
or service
Experiencing
Post-purchase
using product or serv
I WANT TO GET
THE MOST OUT
OF MY RUNNING
ACHIEVING

48. CON
TIN
UOUS
IDEAS

49. CON
TIN
UOUS
IDEAS

50. CON
TIN
UOUS
IDEAS
FROM ONE OFF
MONUMENTS
AWAY

51. LOTS OF
BIG IDEAS/
EXPERIENCES
To
CON
TIN
UOUS
IDEAS

52. PHYSICAL
HUMAN
DIGITAL
CON
TIN
UOUS
IDEAS

53. P
H
D
Immediate
Immersive
Tactile
Empathetic
Approachable
Kind
Connected
Interactive
Storytelling
CON
TIN
UOUS
IDEAS

54. Immediate
Immersive
Tactile
Empathetic
Approachable
Kind
Connected
Interactive
Storytelling
P
H
D Future UX platforms
“…know my preferences”
One log in
Future role of the store
Showrooming | Webrooming
CON
TIN
UOUS
IDEAS

55. HUMAN RITUALS
EMPOWERED
PHYSICALLY
&
DIGITALLY
CREATINGP
H
D
CON
TIN
UOUS
IDEAS

56. CON
TIN
UOUS
TESTING

57. CON
TIN
UOUS
TESTING

58. CON
TIN
UOUS
TESTING

60. China - New Homes

61. DIY
DIFM
FROM
OR
DO IT FOR ME
Cultural Attitudes - The Renovation Process

62. DIY
DIWM
FROM
OR
DO IT WITH ME
Cultural Attitudes - The Renovation Process

66. Aspirational Browsing

71. The Human Factor

76. Seamless Retail™ | Experience Signatures
Save and manage with the VIVID project

78. DREAMING
EXPLORING
LOCATING
EXPERIENCING
P
H
D
Continuous Thinking
The ‘Art’ of Retail
ACHIEVING

79. DREAMING
EXPLORING
LOCATING
EXPERIENCING
P
H
D
CONTINUOUS
MATRIX
Continuous Thinking
The ‘Art’ of Retail
ACHIEVING

80. DREAMING
EXPLORING
LOCATING
EXPERIENCING
P
H
D
Continuous Thinking
The ‘Art’ of Retail
ACHIEVING

82. Tim Greenhalgh
Chairman & Chief Creative Officer @timghalgh @FITCHdesign
THANKS