Creative Director Nathan Watts presented 5 new rules to thrive in a world of constant change at Remix Summit in London.

1. NEW RULES
for a
NEW REALITY
Nathan Watts
Creative Director, FITCH
@FITCHdesign

2. But..
NEW REALITY?
..what is the
new

3. TV Print
Radio
DM
Email
Social
SiteRetail
Screen Search
Mobile CC
Customer
Omnichannel
+

5. How do we
Adapt?
5 to thrive..

6. #1

7. Stop thinking
consumer
Start thinking
people

8. Online is an
unforgiving..

9. The moment
choice was
offered.. People
started
choosing
..

10. Shift our
perspective

11. Consumers..
Victims of marketing plans
Respond in predictable ways
Fit neatly into segments
Rationally buy
Follow linear journeys
Can always buy more goods
People..
Call the shots
Change behaviours frequently
Have mosaic identities
Emotionally buy
Do not follow prescriptive paths
Seek experiences more than goods

12. Remedy:
Spend 1 day/month
speaking to people

13. #2

14. Don’t count on
loyalty
Start earning
gratitude

15. Rewarding visits
Vs Rewarding A visit

16. Forbes 25 most
disruptive
companies
2/ Airbnb 3/ Facebook 4/ Red Bull
5/ Snapchat 6/ Alibaba 7/ Netflix
8/ Under Armour 9/ Instagram 10/ Apple
11/ CVS 12/ Taylor Swift 13/ Google
14/ Warby Parker 15/ Chipotle
16/ 72andSunny 17/ SoulCycle
18/ Rent the Runway 19/ Houzz
20/ Waze 21/ DraftKings
22/ Coke 23/ Eataly
24/ Birchbox
25/ Virgin America

17. #3

18. Stop chasing
spend
Start encouraging
dwell

19. Happy people
stay longer
and spend
more
>1hr 1-2hrs 2-3hrs 3-4hrs
Represents relative spend
Source: Business insider,
Intu research 2012
80
70
60
50
40
30
NPS

20. 1.3%
increase
in dwell
increase
in spend
1%
Some
numbers..

21. Rise of the
shopping
resort
Retail Leisure
Leisure
Leisure
Retail Retail
Traditional
10% Leisure
Fast food court
Cinema
Conventional
25/35% Leisure
Casual dining
3+ attractions
Shopping resorts
>35% Leisure
8+ attractions
Many flagships

22. Barbour &
Parlour

23. #4

24. Don’t be led by
omni-channel
Lead with peaks
of emotion

25. Rocky
Racing up the Philadelphia
Museum of Art steps
The concluding battle
against Apollo

26. Avatar
First walk through the
bioluminescent forest
Attack on the Tree
of Souls

27. Loosing
focus..
TV Print
Radio
DM
Email
Social
SiteRetail
Screen Search
Mobile CC
Customer

28. Peak End
Pleasure
Time
Most favoured experience
Least favoured experience
Comparing two experiences
Psychological theory developed by
Daniel Kahneman and Barbara Fredrickson
Find focus:
Peak End
Rule

29. McLaren
The car is the star

30. Amazon Go
Just walk out

31. #5

32. Be less
architect
Be more
stage director

33. Capex has
dictated the
pace of change

34. Experience
Minor
Refurbishment
Customer
Expectatory
Satisfaction
1 2 3 4 5 6 7
Years
‘Bricks &
mortar’
Traditional
retail process

35. People demand
change in
‘Internet
time’

36. K11
Shanghai

37. 1. Start thinking people
2. Start earning gratitude
3. Start encouraging dwell
4. Lead with peaks of emotion
5. Be more stage director

38. Alasdair Lennox
Executive Creative Director EMEA, FITCH
@isawthismorning @FITCHdesign
Mind-states,
Moments and
Memories
That will drive revenue
inthe future omnichannel
retail ecosystem.
THANK YOU
Nathan Watts
Creative Director, FITCH
@FITCHdesign