9. TRENDSFOR2017
Table19.co.uk • @WeAreTable19 9
And a couple of other predictions…
Hillary Clinton to
resign from politics?
A large fire at the Houses of
Parliament?
Shakespeare’s bones to
reveal he was poisoned?
August eclipse over
America to coincide
with stock market
crash?
The first human head
transplant to take place?
15. IN ORDER TO MAKE A REMARKABLE
DIFFERENCE AND HELP BRANDS BETTER
ENGAGE WITH THEIR CUSTOMERS IN
2017, WE BELIEVE THERE ARE THREE
MACRO TRENDS THAT WILL HELP THEM
(AND US) DO THIS
16. “THE FUTURE HAPPENS VERY
SLOWLY AND THEN ALL AT ONCE”
Kevin Tulley, the founding editor of Wired
22. TRENDSFOR2017
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High net worth individuals (who earn more
than £100.000 p.a. with liquid assets upwards
of £650,000) record trust levels of 67% in
British business.
However, only 35% of those in Low Income
Households (less than £15,000 p.a.) say they
trust companies to do the right thing.
Both sections of society identified “paying
expected levels of tax” as the number one choice
with “responsible behaviour” and “increased
transparency” close behind.
Trust in companies especially low
amongst Low Income Households
23. TRENDSFOR2017
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• Only 30% of consumers believe companies are
taking their personal data protection very
seriously
• 58% of consumers fear they will be victims of
an online data breach
http://www.bobsguide.com/guide/news/2017/Jan/17/consumers-increasingly-aware-of-
online-security-risks-but-hold-businesses-responsible-for-data breaches-finds-
gemalto-study/
Consumers don’t trust companies
to safeguard their data
24. TRENDSFOR2017
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People are shifting their faith towards the
internet rather than traditional media as
purveyors of truth…In fact online search
engines were deemed more reliable than
traditional media for information, a
reversal from five years ago.
https://www.ft.com/content/fa332f58-d9bf-11e6-944b-e7eb37a6aa8e
People have lost trust in
traditional media
25. TRENDSFOR2017
Table19.co.uk • @WeAreTable19 25
The most powerful companies,
especially in technology, have a
duty to respond to the post-truth
world.
It’s becoming harder to trust ourselves with
being able to discern fact from fiction
28. TRENDSFOR2017
1. Real people, real lives
2. Nothing hidden, no surprises
3. Do the right thing
How brands are building trust
Table19.co.uk • @WeAreTable19 28
29. TRENDSFOR2017
Real people, real lives
Leveraging genuine and real people to amplify your brand
Table19.co.uk • @WeAreTable19 29
A conscious move from celebrity partnerships to real-life mum vloggers Make-up tutorials from trusted and established vloggers
30. TRENDSFOR2017
Nothing hidden, no surprises
Using everyday language to quickly and effectively communicate
what your brand stands for
Table19.co.uk • @WeAreTable19 30
Southwest Airlines does not believe that customers should be tricked when
buying cheap airline tickets – it believes in Transfarency
The Channel 4 Viewer Promise explains how
customers’ data is to be used and why it’s
needed. The brand used Alan Carr to get the
point across in a clear, understandable way.
31. TRENDSFOR2017
Nothing hidden, no surprises
Inviting customers into a brand’s world so they know how business is done
Table19.co.uk • @WeAreTable19 31
McDonald’s builds trust by address negative press, misinformation
and rumours directly by sharing facts. They invite customers to
publically ask anything about their products.
Lidl invited a sceptical customer to visit its Scotch beef farm to
see exactly where its meat is farmed.
32. TRENDSFOR2017
Do the right thing
Sustainability initiatives are becoming part of companies’ DNA
Table19.co.uk • @WeAreTable19 32
IKEA cites H&M as being one of its
influences. The fashion retailer has been
extremely vocal about tackling fast-fashion
issues and implementing bring-back
schemes.
Levi’s open-sourced its
Water Less initiative so other
companies could learn how
to cut down on water waste
in clothing production
Lush is working with soap paper so
customers can use the packaging
their products come in.
33. KEY OUTTAKE
At a time when consumers have never been more cynical, the
importance of trust and being seen to do the right thing are
imperative if brands want to engage and build loyalty.
38. TRENDSFOR2017
An amazing year for Amazon Echo
http://uk.businessinsider.com/amazon-echo-sales-figures-stats-chart-2016-12
Nothing demonstrates the
rising interest in personal
assistance technology better
than the success and
ubiquity of the Amazon Echo
(Alexa technology).
39. TRENDSFOR2017
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More money is being poured into A.I chatbots
A.I and chatbots are
seen as a crucial
investment for
businesses that want to
create seamless
customer experiences
41. Sources estimate that an adult makes about 35,000
remotely conscious decisions each day*.
Unfortunately, human beings have a finite amount of
resource with which to make these decisions and this
resource gets depleted by small and large decisions
equally.
In the modern world, having too much choice leads
to more decisions having to be made. As a result
consumers start to suffer from decision-fatigue.
*http://go.roberts.edu/leadingedge/the-great-choices-of-strategic-leaders
42. TRENDSFOR2017
Offering lower prices and more products doesn’t
mean you’ll be more successful. In fact…
In 2015 Tesco chief executive Dave Lewis decided to scrap
30,000 of the 90,000 products from Tesco’s shelves. This was,
in part, a response to the growing market shares of Aldi and
Lidl, which only offer between 2,000 and 3,000 lines.
43. TRENDSFOR2017
1. Automating the mundane
2. Everyday personal assistance
3. Subscription-based living
4. Personal outsourcing
How brands are helping us in our
daily lives
Table19.co.uk • @WeAreTable19 43
44. TRENDSFOR2017
Automating the mundane
Routines, necessities and habits are being governed more by technology (if we want
them to be)
Table19.co.uk • @WeAreTable19 44
IFTTT is now integrated with more brands’ services, e.g. Tesco, so people can
programme more useful actions and reduce the time they spend
remembering menial tasks
45. TRENDSFOR2017
Automating the mundane
Businesses are using technology to automate the in store process
Table19.co.uk • @WeAreTable19 45
KFC China uses facial recognition technology to
remember what previous customers order so their
subsequent orders are dealt with quicker.
Amazon Go lets shoppers pay for the goods just by scanning the app on
their phone as they walk out. There are no cashiers in sight.
46. TRENDSFOR2017
Everyday personal assistance
Voice-activated technology has entered the home
Table19.co.uk • @WeAreTable19 46
Amazon Echo is gradually making
its way into cars and fridges.
Google Home can do anything
from ordering an Uber to language
translation.
Gatebox has developed the first A.I.
assistant with a 4d hologram to act
as a digital girlfriend for Japan’s
introverted males.
47. TRENDSFOR2017
Everyday personal assistance
Chatbots are everywhere – how are you 100% sure you’re not talking to a robot?
Table19.co.uk • @WeAreTable19 47
Switch by AXA is an insurance chatbot to help under-
30s find out what they need to know about switching
insurance policy
TalkBank enables banking
customers to get instant
support on managing their
money within an app.
And Chill is a film/TV recommendation chatbot
48. TRENDSFOR2017
Subscription-based living
The types of subscriptions consumers can request are only increasing
Table19.co.uk • @WeAreTable19 48
HelloFresh
Pact Coffee
Dollar Shave Club
Le Chapar
Not Another Bill
Cure & Simple
Glossybox
The London Sock Company
50. KEY OUTTAKE
The services which effectively streamline and simplify our everyday
lives are capturing more of our attention. UX and just making
things easier is key, whether this be through cutting edge
technology or simple well thought through comms design.
56. TRENDSFOR2017
Table19.co.uk • @WeAreTable19 56
1998 – Pine and Gilmore first argue that businesses must
orchestrate memorable events for their customers, and that
memory itself becomes the product — the "experience“.
A core argument is that because of technology, increasing
competition, and the increasing expectations of consumers –
the “experience” is the true differentiator.
1998 2017
In 2017, the Experience Economy will gain a new dimension: that of the
VIRTUAL EXPERIENCE ECONOMY. digital experiences will quickly
come to carry a status-weight equal to ‘real’ experiences, if not
become more sought-after and prized.
In a truly infinite and boundless virtual world the usual physical limitations
of cost, accessibility and personal capability no longer apply to
experiences, making consumers’ time the only scarcity.
As a result, the experiences an individual chooses will make
an even stronger statement about ‘who they are’ as an individual than in
the physical Experience Economy of the past decades. And that’s a
status offer few consumers will refuse to embrace.
57. TRENDSFOR2017
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2017 will see the breakthrough of
commercially viable HMD’s (linking with our
Smartphones) as well as the continued
growth of dedicated HMD’s such as Oculus
Rift (VR) and Hololens (AR)
59. TRENDSFOR2017
1. Unexpected partnerships
2. Bringing AR and VR into he mainstream
3. Immersive retail
How brands can connect and excite in
2017
Table19.co.uk • @WeAreTable19 59
60. TRENDSFOR2017
Unexpected Partnerships
Table19.co.uk • @WeAreTable19 60
https://www.youtube.com/watch?v=M1jM9gTkrOI
Audi partnered with Airbnb on a unique
driving and travel experience as part of their
sponsorship of the Emmy Awards.
61. TRENDSFOR2017
Experiential Partnerships
Table19.co.uk • @WeAreTable19 61
https://www.youtube.com/watch?v=55uCGbEDbT8
Ford generated more than 1.5 million
interactions with a campaign on Tinder
featuring its Mustang model
63. TRENDSFOR2017
Bringing VR and AR into the mainstream
Table19.co.uk • @WeAreTable19 63
Bjork Digital – Somerset House
It's not quite an ABBA reunion, but it's virtually
the same thing: Teaming up with Simon Fuller
in 2018 for a digital experience that will employ
"previously unimagined" technology, including
virtual reality.
65. TRENDSFOR2017
Table19.co.uk • @WeAreTable19 65
Bringing VR and AR
into the mainstream
BMW VR Test Drives
https://www.youtube.com/watch?v=FSfkE4emoBE
VR Retail with a twist…….
67. TRENDSFOR2017
Immersive Retail
Table19.co.uk • @WeAreTable19 67
Sonos store – New York – listen to music as you would at home
Apple Regents Street – blending architecture and tech
Consumers expect more out
of bricks-and-mortar retail – whether
it’s an experience, or a space worth
visiting
even when they’re not in the market
for a specific product.
.
68. KEY OUTTAKE
In our information-saturated, automated lives we continue to
crave unique experiences that connect on a human and
emotional level and make clear statements about who we are.