More Related Content Similar to The Pop Up Store - Vector for Customer Engagement (20) The Pop Up Store - Vector for Customer Engagement1. DANIEL DUTESCO
VP DIGITAL- ARCHIPEL
INFOPRESSE - MKT TRENDS CONF. 2017
THE POP-UP STORE
- VECTOR FOR
CUSTOMER ENGAGEMENT
©DanielDutesco
2. HOW WE DEFINE RETAIL IS CHANGING
A NEW CONTEXT IN WHICH
©DanielDutesco
4. TANGIBLE + INTAGIBLE COMPONENTS CONNECT
INTERACTIONS OVER THE
DURATION OF THEIR
RELATIONSHIP
INTERACTION WITH
INTANGIBLE
BRAND ARTIFACT
TO DRIVE ACTION WE MUST UNDERSTAND HOW
©DanielDutesco
5. “IN TODAY’S ENVIRONMENT CUSTOMER EXPERIENCE IS A FUNDAMENTAL DIMENSION
OF HOW A COMPANY COMPETES”
Joseph Pine, The Experience Economy
CUSTOMER
EXPERIENCE IS THE
NEW BATTLEFIELD GARTNER
©DanielDutesco
7. “A number that transforms
the way we need look at
building brand
experiences”
©DanielDutesco
8. The number of Canadian
companies that received an
“excellent” score(2015):
IMPROVING CUSTOMER EXPERIENCE IS A STRATEGIC PRIORITY
FOR 58% OF BUSINESS LEADERS IN CANADA
©DanielDutesco
9. 0
The number of Canadian
companies that received an
“excellent” score(2015):
IMPROVING CUSTOMER EXPERIENCE IS A STRATEGIC PRIORITY
FOR 58% OF BUSINESS LEADERS IN CANADA
©DanielDutesco
10. • What causes truly outstanding companies to excel?
• How do successful companies maintain momentum?
• What makes their teams, methods and their people different?
• How are they able to create value that extend beyond the product?
• Why do they succeed in creating destinations vs opening stores?
• What is their approach to creating brand experiences?
©DanielDutesco
12. A 4TH TYPE OF OPERATIONAL DNA
Ad-hoc initiatives in
response to market or
competitive
pressure
Product-centric
organization. Strategy
is focused on short-
term
sales and customer
acquisition
Consumer-focused
organization.
Seek differentiation,
efficiencies and
client retention
REACTIVE
TACTICAL
STRATEGIC
CONSCIOUS
ORGANIZATION
© ORCHRD Group
13. 1. Put purpose at the core of the business
2. Ensure alignment
3. Express what makes you unique
4. Hire for attitude not aptitude
5. Focus on the customer journey
6. Embrace failure
7. Challenge the status-quo
8. Think long term and innovate
9. Coach your people - Retail is detail.
10. Celebrate individuality
THE 10 TRAITS OF CONSCIOUS ORGANIZATIONS
© ORCHRD Group
con·scious - ˈkän(t)SHəs/
Adjective: An advanced state of awareness. Deliberate; Intentional;
having the mental faculties fully active; having a soul..
CONSCIOUS ORGANIZATIONS STAND OUT THROUGH THEIR
ABILITY TO DRIVE BUSINESS PERFORMANCE, CREATE
ENGAGEMENT AND IMPLEMENT IDEAS
17. Traditional industries now perform as well as,
or better than, their digital competition.
Accenture & Forrester Canada CX Index 2016
THE OPPORTUNITY TO ESTABLISH
LEADERSHIP STILL EXISTS
18. The number of Canadian
companies that received an
“excellent” score(2016):
19. 1
The number of Canadian
companies that received an
“excellent” score(2016):
22. CUSTOMER EXPERIENCE IS
EMOTIONAL
“ Customer experience is the new marketing”.
(In this context) - Operational excellence is the ticket for entry,” …
“We need to eliminate the word satisfied from our vocabulary. …We need to delight.
We need to amaze. We need to provide extraordinary.”
MERCEDES BENZ USA PRESIDENT AND CEO STEVE CANNON
©DanielDutesco
23. FORRESTER CUSTOMER EXPERIENCE INDEX Q3 2015, AT Kearney – WSJ McKinsey
78%of consumers and
82% of Millennials
prefer to purchase
in store
90%of retail sales are
occurring in a
physical store
©DanielDutesco
24. POP UP STORES OFFER US THE OPPORTUNITY TO CREATE
UNIQUE EXPERIENCES THAT CREATE ENGAGEMENT AND
CONNECT ONE ON ONE WITH CUSTOMERS
IN A MEANINGFUL WAY
©DanielDutesco
25. POP UP STORES CAN DELIVER
INTIMACY
EXCLUSIVITY
URGENCY
SOCIAL TALK VALUE
FOCUS
©DanielDutesco
26. WEBROOMING
ONLINE TO STORE
SHOWROOMING
STORE to ONLINE
PERSONALIZATION
OF SHOPPERS BELIEVE SHOPPING
HAS BECOME TOO IMPERSONAL
FORRESTER CXINDEX Q3 2015, AT Kearney – WSJ McKinsey
74%
63%
52%
POP UPS ENABLE US TO LEVERAGE KEY CONSUMER TRENDS
©DanielDutesco
27. Minimize the areas in which you are a commodity
Maximize the areas in which you can be a brand
ignition group
POP UP STORES
©DanielDutesco
31. Paul Gaudio
Creative Director
ADIDAS
“The brand is a narrative — it’s an
idea that people both inside and
outside the company have to buy
into. My role is to shape the
narrative: ‘What do we stand for?
Why are we here? How do we
think and feel and act?’”
©DanielDutesco
34. SELL CULTURE OF EXPLORATION AND DISCOVERY , ALONG
WITH THEIR HERITAGE. MOST OF ALL THE POP UP STORES
REFLECT THE ATTENTION TO DETAIL AT THE PRODUCT LEVEL.
©DanielDutesco
38. The open-layout store sold 40 percent more shoes than
the brand’s traditional brick-and-mortar locations”
PETER SOLOMON, ELECTRIC SEKKI. HONG KONGBRICKHOUSE X HAVAIANAS POP UP, HONG KONG
©DanielDutesco
39. Do we have a clear understanding of
our values and our brand?
Are they reflected in the activities
we undertake?
Can customer see these values even
in the smallest details?
©DanielDutesco
43. FOMO - fear of missing out
Fear of missing out or FOMO is "a pervasive apprehension that others might be having
rewarding experiences from which one is absent". This social angst is characterized by
"a desire to stay continually connected with what others are doing".
CONSCIOUS ORGANIZATIONS UNDERSTAND AND LEVERAGE
THE KEY EMOTIONAL DRIVER FOR BOTH MILLENIALS AND GEN Z
©DanielDutesco
44. FOMO - fear of missing out
Fear of missing out or FOMO is "a pervasive apprehension that others might be having
rewarding experiences from which one is absent". This social angst is characterized by
"a desire to stay continually connected with what others are doing".
68%of millennials said they've made a spur-of-the-moment purchase due to FOMO
within hours of seeing someone else's experience with the product.
Citizens Relations Canada
CONSCIOUS ORGANIZATIONS UNDERSTAND AND LEVERAGE
THE KEY EMOTIONAL DRIVER FOR BOTH MILLENIALS AND GEN Z
©DanielDutesco
45. NIKE - SNKRS XPRESS - VIP BUYING JOURNEY, TORONTO ©DanielDutesco
48. THE POWER OF POP UP STORES IS THAT THEY
TAP DIRECTLY INTO THE PSYCHOLOGY BEHIND
FEAR OF MISSING OUT TO DRIVE BEHAVIOUR
©DanielDutesco
49. Do we have a deep understanding of
what drives our customers?
How can we shape activities
to take advantage of FOMO?
©DanielDutesco
52. WHAT THESE COMPANIES SHARE IN COMMON IS THAT THEY HAVE ACHIEVED A LEVEL OF
DIGITAL MATURITY THAT ENABLES AN
OMNICHANNEL VIEW OF THE CUSTOMER
IBM
©DanielDutesco
53. REVOLVE Social Club -members-only venue
Private shopping, exclusive events and invites to
pop-up shop parties.
“Millennial customers value experiences, intimate
relationships, and authenticity, and our data gives
us a unique opportunity to provide that to our most
valuable customers,” Mike Karanikolas, Co-Founder
and Co-CEO of REVOLVE. ©DanielDutesco
54. TAP INTO DATA AND TECHNOLOGY
TO DELIVER A BETTER CUSTOMER
EXPERIENCE
©DanielDutesco
55. TAP INTO DATA TO LEARN ABOUT
CUSTOMER BEHAVIOR AND OPTIMIZE
THE PURCHASE JOURNEY BOTH
INSTORE AND ONLINE
©DanielDutesco
56. A BRAND OBSESSED WITH BECOMING
SMARTER ABOUT THEIR PRODUCTS,
OPERATIONS AND THEIR CUSTOMERS
©DanielDutesco
59. Data enables retailers to adapt
pace to the new Millenial
consumer – one who is
permanently focused on
the new and losing interest
fast.
• Nike sneakers sell out in 122 days
• Adidas sneakers sell out in 110 days
• Adidas Neo line - 108 days on average.
• Originals line - 101 days
• Stella McCartney - 92 days
• Adidas Originals by Jeremy Scott - 33 days
• KANYE - YEEZY - 1 DAY
DATA ACCELERATES SALES
EDITED- 2016 ©DanielDutesco
60. MOST RELEVANT BRAND 2015
VOTED
“They’re the brand of the year,”
MATT POWELL, SPORTSWEAR ANALYST NPD GROUP
©DanielDutesco
61. “Data enables you to connect
digital with the physical,
the rational with the emotional”
MAKING CUSTOMERS FEEL APPRECIATED, CONFIDENT AND RESPECTED
Across the industries, if you make customers feel appreciated:
• 80% will advocate for the brand
• 70% will stay with the brand
• 68% will increase their spending with the brand
*Forrester CX index 2016
©DanielDutesco
63. What are our clients expectations
from interacting with our brand?
Do we understand their journey?
What is the data that we need to
create stand out experiences?
©DanielDutesco
73. YOU CANNOT TRY ON CLOTHING
STYLE COUNSELOR GIVES ADVICE ON FIT
AND SIZING
©DanielDutesco
80. WHOLE FOODS FLAGSHIP STORE , AUSTIN , TEXAS
MALLS AND RETAILERS MUST ENVISION THEMSELVES
NO LONGER AS REAL ESTATE BROKERS, BUT INSTEAD
AS CUSTOMER-FACING PROVIDERS OF SHOPPABLE
ENTERTAINMENT. – McKinsey
©DanielDutesco
81. CREATING NEW AND DIFFERENT
OPPORTUNITIES FOR YOUR FANS TO INCREASE
INTERACTION WITH YOUR BRAND.
©DanielDutesco
82. What do our best customers want as
products, offer and experiences?
How do our efforts in retaining
customers compare with acquisition
offers and experiences?
©DanielDutesco
85. “Customer satisfaction is ultimately determined by something few companies
manage – cumulative experiences across multiple touchpoints
and in multiple channels over time”
Harvard Business Review
©DanielDutesco
87. AMAZON IS BUILDING OUT ITS VISION FOR A NEW
CLASS RETAIL BUSINESS THAT WEAVES TOGETHER
OF ONLINE AND PHYSICAL COMPONENTS.
Business Insider
WILL ADD 30 POP-UP STORES BY THE END OF 2016 UP TO 100 IN 2017.
POP-UP SHOPS PUSH PEOPLE TO USE AMAZON.COM AND SIGN UP FOR PRIME
RUN BY THE DEVICES TEAM, NOT THE RETAIL TEAM ©DanielDutesco
90. OBJECTIVE IS TO CONNECT YOU TO
THE VISION.
IKEA POP UP MADRID IKEA POP UP TORONTO ©DanielDutesco
92. While traditionally physical stores have seen the web
as competition , what retailers and Mall operators are
realizing that ecommerce not only drives sales, it
increases footfall into physical stores. FORBES
Customers don’t see P&L’s. They see a brand
and they expect a single seamless experience.
©DanielDutesco
93. Do we have an integrated view of
the customer?
Are our channels competing against
each other?
©DanielDutesco
98. NOT ABOUT TECHNOLOGY, CREATING AN IMMERSIVE EXPERIENCE OR DRIVING SALES;
AN EXPERIENCE THAT THROUGH ITS NATURE, REDEFINES THE SOCIAL CONNECTION
AND SOCIAL CONTRACT IT HAS WITH THEIR FANS
©DanielDutesco
100. $ 3 million free media
Reached 4 million people
in 10 days
©DanielDutesco
102. Campbell’s believes in the strength of belonging and bringing people
together on their common ground,”… “We feel like we can own that
because there’s soup in every country and culture. That really
resonates with consumers and we communicated that in a big way
through video, but to bring it to life on the ground and give people a
chance to experience it physically is particularly powerful.”
MELISSA MENDOZA CAMPBELL COMPANY OF CANADA
©DanielDutesco
103. Are our experiences engaging and
driving interaction with our
community of fans?
©DanielDutesco
105. “[The pop-ups] are a deliberate plan
as we want to make sure we are
offering value beyond the product
and giving our fans something other
brands in this space don’t offer; true
engagement and social values”
BARRY MOORE - ADIDAS UK
‘THE X’ POP UP AT VICTORIA PARK, LONDON
MARKETING IS NO LONGER JUST ABOUT
“SHOWING OFF PRODUCT”
IT IS ABOUT CREATING VALUE BEYOND THE PRODUCT.
©DanielDutesco
106. Fitness and health events throughout a 10-day
period. Celebrating the launch of the
technically advanced PureBOOST X trainer, the
first trainer from Adidas made for women only.
For the first time ever the park’s mile-long run
route will stay open after dark.
©DanielDutesco
116. Mercedes me Store Hamburg combines vehicle presentation, catering,
events, information and advice, as well as digital interaction and
product experience
CREATING SPACES THAT COMMUNICATE THE
BRAND VALUES
124. 124
A PROJECT THAT GAVE PERSPECTIVE TO THE IMPACT
OF CLIMATE CHANGE AND THE POWER OF EDUCATION
©DanielDutesco
125. IAMWILD IS A NEW GLOBAL PLATFORM FOR TRANSFORMING CONSERVATION.
WE ARE CREATING A NEW SUSTAINABLE BUSINESS MODEL FOR THE PROTECTION OF
WILD ECOSYSTEMS: DRIVEN BY ART & EXPERIENCE, PURPOSE & PROFIT.
©DanielDutesco
126. HOW CAN WE CREATE THE EXPERIENCE THAT
COMMUNICATES THE REAL FRAGILITY OF THE ENVIRONMENT
©DanielDutesco
129. 129
A POP UP CAN BE INTEGRATED INTO ANY SETTING AND STILL
DELIVER A CONSISTENT BRAND EXPERIENCE
©DanielDutesco
131. These vectors change the way we need to look at engaging customers.
THE FUTURE OF COMMERCE IS ABOUT
CHALLENGING THE
STATUS QUO
©DanielDutesco
132. THE RESULTING IMPACT
POP-UPS HAVE RESHAPED
THE RETAIL LANDSCAPE AND
CUSTOMER EXPECTATIONS
AND TRANSFORMED THE PERMANENT STORE EXPERIENCE
IN THREE FUNDAMENTAL WAYS
©DanielDutesco
135. Advisors felt spent hours developing and updating a single
proposal, rather than investing in understanding and
helping the customer imagine their new home. Today Pirch
advisor focuses on outcomes
vs individual products.
COMMITMENT TO DELIVER
Just 37% of leaders have a dedicated
budget for customer experience
improvement initiatives
FORRESTER
©DanielDutesco
138. THE CUSTOMER IS AS IMPORTANT TO
THE EXPERIENCE AS THE STORE AND
THE PRODUCTS
©DanielDutesco
140. POINT OF VIEW OF A MAGAZINE
CHANGES LIKE A GALLERY
SELLS THINGS LIKE A STORE
©DanielDutesco
142. IN CONCLUSION…
A RETAIL SPACE CAN AND SHOULD
TRANSCEND THE TRANSACTION.
Pop Up Stores, if executed correctly are an opportunity to create value,
engagement, test new commercial models, increase NPS scores
and ultimately become more competitive.
©DanielDutesco
143. THE RESULT
OF A RETAIL/COMMERCE APPROACH INSPIRED BY THE DRIVERS BEHIND POP-UPS
EMOTIONAL
AFFINITY
RECOGNITION
& REWARD
BEHAVIOUR
CREATE
SOCIAL
CURRENCY
GIVE PRICE
CONTEXT
©DanielDutesco
144. THE RESULT
OF A RETAIL/COMMERCE APPROACH INSPIRED BY THE DRIVERS BEHIND POP-UPS
EMOTIONAL
AFFINITY
RECOGNITION
& REWARD
BEHAVIOUR
CREATE
SOCIAL
CURRENCY
GIVE PRICE
CONTEXT
VALUE =
©DanielDutesco
145. “The greatest danger
facing a brand is not rejection,
but indifference.”
Adam Morgan, Eat Big Fish
POP UP STORES CAN DELIVER REVELANCE
©DanielDutesco
146. THE 8 VECTORS OF CUSTOMER ENGAGEMENT
1. SELL CULTURE NOT PRODUCTS
2. LEVERAGE CONSUMER PSYCHOLOGY
3. BECOME OBSESSIVE ABOUT DATA & CUSTOMER
EXPECTATIONS
4. FOCUS ON YOUR FANS
5. BRIDGE THE PHYSICAL AND THE DIGITAL
6. CREATE SHARED SOCIAL SOCIAL EXPERIENCES
7. CONNECT EMOTIONAL TO MATERIAL
8. FOCUS ON EXPERIENCE AND STORYTELLING AHEAD
OF SALES
THE KEY
IS TO START
©DanielDutesco
148. “The key reasons why companies excel or fail is
their understanding of the essence of their
customer and more importantly the essence of
their own brand.
They understand the fundamental truth, that the
consumer experience is the brand.
They understand that to set the tone and
continue to be relevant in every touchpoint,
whether physical or virtual, you need to put
transformation at the core of what you do.
We always strive to innovate and move into new
territories, because of a very simple fact
- our clients are already there.”
DAVID GREENFIELD,
GLOBAL SR DIRECTOR DIGITAL EXPERIENCE, ADIDAS
©DanielDutesco