MashUp Popai Masterclass 2014 by Nicola Mansfield

Making sense of the
shopper environment

THE SHOPPER ENVIRONMENT MASTERCLASS 19 SEPTEMBER 2014 © MASH UP™ 2014
Agenda
An introduction to MashUp
What is customer experience?
The age of the customer
What does this mean for retailers?
What makes great customer experience?
How do we create customer exeriences?
What are we seeing in your sector?
How does this sit with you?

Introducing MashUp™
We are a global consultancy
specialising in customer experience
strategy and design

Our difference
We’re a consultancy not an agency.
No two solutions are the same. Our lean team of brand, retail and digital strategists and designers
assembles a purpose-built team of specialists for each project. The solution is right for you not our model.
We’ve banned the word ‘consumer’.
Customers are people, consumers are numbers.
To tap into human solutions, we leave ‘consumers’ behind with the industrial age of production/consumption.
We put customers’ needs first.
MashUp™ sees the world through your customers’ eyes.
By understanding what your customers really want, we help convert consumers into brand loyalists.
Our thinking is not constrained by the delivery method,
we stay focused on the solution.
As channel agnostics, we don’t think in terms of advertising, or websites, or store design.
As a cross-disciplinary team, we see the world from multiple perspectives.
Every opportunity is maximised to create sector-defining experiences.
Our team of global experts have decades of experience.
Retail knows no boundaries, and nor do we.
Our picture is as broad as your business’ potential, and your customer’s reach.
We have offices in Sydney, Singapore, London and Chicago.
We are pioneering customer experience
to give our clients a competitive edge.
Our clients are ahead-of-the curven and will dominate and own customer experience ahead of competitors.

Customer experience
brand promise
logo
staff
marketing
communications
content
products
stores
exhibitions
pop-ups
signage graphics
events
websites
apps
in-store digital
gamification
social media
personalisation
Customer experience is so much more than customer service.
It’s the total experience a customer has when they interact
with a brand, it’s physical spaces, and it’s virtual ecosystem.
PHYSICAL
BRAND
DIGITAL

Customer experience
This unique MashUp is the space we operate in.
It’s a space that didn’t exist 5 years ago.
Customer experience is where the retail battle for supremacy
will be fought and won.
PHYSICAL
BRAND
DIGITAL

Customer experience
Customer experience puts your customer
at the heart of your business,
which is precisely where they expect to be.

Who decided the customer
really is king?

Why customer experience matters
We have entered the age of the customer.
“Customer behaviour has changed more
in the last 5 years than in the previous 50 years”
Faith Popcorn, Futurist

The forces of change
1. Societal change
The post-industrial age has seen a paradigm shift of power
from institutions to people. People are delivering solutions
where corporations and governments have failed them.
It’s a community revolution.

Societal change
Community gardens
Hand made
Small scale
Co-work
Bespoke
Low run
Artisanal skills
Clothes swaps
Craftmanship at LV

Societal change
As they search for meaning,
customers want to connect
with like-minded brands

2. Technological change
Technology has connected people, given them a voice,
and the inclination to use it. People want input.
The opinions of people will literally make or break businesses.
It is a new organising force and the ultimate tool for democracy.

Technological change
People and businesses
are evaluated by their standing
on social media

3. Market changes
Competition has never been fiercer with e-commerce startups
and international players all taking share of market.
There has never been less differentiation between products.
It’s survival of the fittest.

Market changes
Customers have discovered
their spending is power

What does this mean
for retailers?

Why experience matters
With so many products competing for attention,
customers’ reason-to-buy is not only product based.
The decision-to-buy is based on everything around a product.

Paradigm shift
Retail needs to shift from
transactional to emotional

Look at what banking looks like today

We’ve got what we always wanted
Customers are engaged like never before

Engaged consumers
And now we have to
keep them on our side

The solution
That’s why customer experience
is the new holy grail

What makes great
customer experience?

Your checklist
Know today’s customer.
Know tomorrow’s customer.
Look deeper to meet a need.
Surprise to be memorable.
Innovate not immitate.
Integrate integrate integrate.
Layer, don’t copy paste.
Arrange internally.
Continuous learning.
Continuous evolution.
Purpose + emotional + function = profound experience

If you’re still wondering
86% of customers will pay for better customer experiences.
Customer Experience Index Report
Only 1% of customers are consistently satisfied.
Customer Experience Index Report
89% of customers began doing business with a competitor following a poor customer experience.
Customer Experience Impact Report
Reducing customer defection by 5% can increase profitability by 25 to 125%.
Leading on the edge of Chaos

How we create great
customer experiences?

Our process
Customer experience
Design
Implementation
Understand objectives
Agree methodology
Audit
Research
CX Strategy
Documentation
Build
Rollout
Concept design
Design development
Testing
Design refinement
Prototyping
Instore testing
Design finalisation

Our process
Costing
Best practie review
O U T C O M E
Build team and define
project roadmap
Briefing
Understand internal structure
O U T C O M E
Process, team and service
recommendation
Interviews
Site visits
Review of collateral
Social media audit
O U T C O M E
Immersion and clarity on
what to explore in research
Desk research
Review of data
Eyetracking
Accompanied shops
Focus groups
Online forums
Co-creation workshops (ext)
O U T C O M E
Identify the delivery gap
Customer journey mapping
Co-creation workshop (int)
Touchpoint linkages
_brand strategy
_retail strategy
_digital strategy
_content strategy
O U T C O M E
Customer experience solution
Understand objectives
Agree methodology
Audit
Research
CX Strategy

Your reality
Your product is distributed through
a value-driven retail environment

Value-driven retail environment
Customers are shifting away from value-propositions.
The businesses that are ranking highly in customer experience ratings are not about value.
People want more from a retail experience than value alone.
How are your distributors responding to this shift?
Your brand positioning is impacted by your distribution.
Seeing your brand in a value context creates an impact on the way customers understand your brand.
How can you let your customers have a real sense of your brand?
Your product attributes are communicated by staff you have no contact with.
The key vehicle for information is staff you can’t manage.
They will be communicating their own personal perspectives.
How can you manage the way information is disseminated?
You are competing with own / lo brand.
With no way to communicate brand attributes, you are competing on price, against inferior product.
How can you put the value back into your product?
Can information compete with SKUs.
How can a volume retailer accept floorspace being given to informational content?
In a value-driven superstore, all artisinal attributes are lost.
A large scale environment with a broad network means the uniqueness of hardware is lost.
How can we tap into the surge of appeal for all things artisanal?

What comes next?
You’ve had a customer
experience innovation

The opportunity

Shaping the economy
“The Maker Movement
pumps $29 billion into the
economy each year”
USA Today 2013

It’s started

The next industrial revolution is the age of the customer
With production democratised,
the possibilities are as big
as our imaginations

A discussion
How are your distributors responding to this shift?
How can you let your customers have a real sense of your brand?
How can you manage the way information is disseminated?
How can you put the value back into your product?
How can a volume retailer accept floorspace being given to informational content?
How can we tap into the surge of appeal for all things artisanal?

A discussion
Do you agree customer experience is the future of retail?
Do you know your customers well?
Do your competitors?
Do you have any customer experience initiatives in place now?
Do your competitors?
Will your business embrace customer experience?
What are the barriers that your foresee?
Are you arranged internally to work in a cross-functional way?
How have you found your experience today?

We’d love to hear from you.
We’d be more than happy to present
this content to your team.
Thankyou.

The customer experience experts
50 Stanley Street
Darlinghurst NSW 2011
+ 61 2 8031 7722
www.mashup.com.au

MashUp Popai Masterclass 2014 by Nicola Mansfield

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