How to build strong retail brands for the new consumer, presented by Joeri Van den Bergh (Gen Y expert at InSites Consulting and author of How Cool Brands Stay Hot) at ICSC Czech & Slovak Real Estate Conference in Prague on September 17, 2013.

1. How to build strong retail brands
for the new consumer?
JOERI VAN DEN BERGH
Co-founder, Gen Y expert, author
InSites Consulting
@joeri_insites on Twitter

2. Good
Afternoon
up-to-date info:
howcoolbrandsstayhot.com
Follow me on Twitter:
@joeri_insites

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@joeri_insites

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27. Appsessed
@joeri_insites

28. Usage of mobile phone in buying process
37%
28%
N (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have mobile phone
1 Discounts when checking-in
29%
26%
28%
28%
23%
21%
23%
18%
18%
2 Special deals offered
3 Product information via barcodes
4 Payment
5 Augmented reality to try out products
6 Most efficient shopping route
7 Share shopping list
8 Dedicated store web sites
22%
19%
20%
21%
15%
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
“ At a grocery retailer, I am interested in these apps…”
@joeri_insites

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31. Usage of mobile phone in buying process
61%
50%
N (Germany) = 293 / N (UK) = 298 / Filter: Only fashion brands and if have mobile phone
2 Discounts when checking-in
53%
49%
40%
45%
23%
21%
42%
33%
33%
1 Special deals offered
3 Product information via barcodes
4 Payment
7 Augmented reality to try out products
6 Most efficient shopping route
8 Share shopping list
5 Dedicated store web sites
34%
35%
29%
26%
25%
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
“ At a fashion retailer, I am interested in these apps…”
38%
41%
@joeri_insites

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35. R2=.57
R2=.74
R2=.62
InSites Consulting Brand Model tested by path analysis

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//Uniqueness by stealing from other industries
Unique
@joeri_insites

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Unique
@joeri_insites

39. //Authenticity for
Generation Y
Real

40. Real

41. @joeri_insites

42. Regionale Verbundenheit, hohe Qualität, aus der Region für die Region.
Legen sehr viel Wert auf Bioprodukte.
@joeri_insites

44. Große Vielfalt, gutes Preis Leistungsverhältnis, übersichtliche Auffächerung
der Shops, mannigfaches Sortiment, gute Führung durch den Shop,
Wegweiser etc. , netter Service
steht für beste Qualität
@joeri_insites

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61. Happy

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Insert movie rorschach U by Kotex
Self

67. Global online contest to recruit 100
amateur soccer players in 55 countries
=> 16 final best against the best
Over 150,000 soccer players!
@joeri_insites

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80. co-founder & gen Y researcher
marketing author
Joeri Van den Bergh
www.howcoolbrandsstayhot.com
@joeri_insites