Exploring how IoT changes design thinking in the physical and virtual retail world, Tim Greenhalgh spoke at WPP's The Store.

1. Tim Greenhalgh
Chairman & Chief Creative Officer @timghalgh @FITCHdesign
IoT changes
design thinking in
the physical & virtual
retail world

2. No Longer…

3. No Longer…

4. A Future Platform

5. People

6. Service

7. Self Service

8. Automated
Service

9. Social
Service

10. Art Science
Future

11. Omnichannel

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

13. CON
TIN
UOUS
THINKING
BEHAVIOUR
IDEAS
TESTING

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

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

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

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

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

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

20. 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

21. 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

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

23. CON
TIN
UOUS
IDEAS

24. BETA MINDSET
A
CON
TIN
UOUS
IDEAS

25. CON
TIN
UOUS
IDEAS
FROM ONE OFF
MONUMENTS
AWAY

26. LOTS OF
BIG IDEAS/
EXPERIENCES
BUT
CON
TIN
UOUS
IDEAS

27. PHYSICAL
HUMAN
DIGITAL
CON
TIN
UOUS
IDEAS

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

29. 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

30. HUMAN RITUALS
EMPOWERED
PHYSICALLY
&
DIGITALLY
CREATING FUTUREP
H
D
CON
TIN
UOUS
IDEAS

31. CON
TIN
UOUS
TESTING

32. CON
TIN
UOUS
TESTING

33. CON
TIN
UOUS
TESTING

34. CON
TIN
UOUS
THINKING
BEHAVIOUR
IDEAS
TESTING

36. China - New Homes

37. COCOONING
ZHAI ECONOMY
LIVING LIFE THROUGH THE INTERNET - POLLUTION/WORK_LIFE STRESS
RESULTING IN
Cultural Attitudes - Chinese Consumers

38. COLLECT IDEAS
DIGITAL SAVVY CONSUMERS
VISUALISING DREAMS
UNCERTAIN OUTCOMES
FRIENDS & FAMILY
SHARE WITH
Cultural Attitudes - Chinese Consumers

39. DIY
DIFM
FROM
TO
DO IT FOR ME
Cultural Attitudes - Renovation Behaviour

40. DIY
DIWM
FROM
TO
DO IT WITH ME
Cultural Attitudes - Renovation Behaviour

45. VIVID Coaches

46. Experience Signatures™ | Vivid Homes
Get started

47. Collect ideas with an interactive card

49. See your ideas with a cost estimate

52. When the plan is complete customers are given VIVID gold tickets
to invite friends and family to ‘Premiere their home’ at an exclusive
VIP screening. Here the customers get to experience their future
home in an immersive projection ‘cube’ before it’s built.
Invite friends and family to Premiere your home

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

56. How to use your new home with Home passport

57. Experience Signatures™ | Vivid Homes
DREAMING
EXPLORING
LOCATING
EXPERIENCING
P
H
D
CON
TIN
UOUS
THINKING

58. CON
TIN
UOUS
THINKING
Experience Signatures™ | Vivid Homes
DREAMING
EXPLORING
LOCATING
EXPERIENCING
P
H
D
CONTINUOUS
MATRIX

59. Experience Signatures™ | Vivid Homes
DREAMING
EXPLORING
LOCATING
EXPERIENCING
P
H
D
CON
TIN
UOUS
THINKING

60. CON
TIN
UOUS
THINKING
Experience Signatures™ | Vivid Homes
DREAMING
EXPLORING
LOCATING
EXPERIENCING
P
H
D

61. CON
TIN
UOUS
THINKING
Experience Signatures™ | Vivid Homes
DREAMING
EXPLORING
LOCATING
EXPERIENCING
P
H
D

62. CON
TIN
UOUS
THINKING
Experience Signatures™ | Vivid Homes
DREAMING
EXPLORING
LOCATING
EXPERIENCING
P
H
D

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

64. Tim Greenhalgh
Chairman & Chief Creative Officer @timghalgh @FITCHdesign
FITCH