1. Når mennesker går i butikker
New Retail Day ‘14
Filip Lau, ReD Associates
6. maj 2014

2. 2
At ReD, we put a deep
understanding of real people
back at the center of business
decision-making. Our teams
solve some of today’s hardest
problems.
R E D A S S O C I A T E S
Copenhagen & New York

3. 3
DRIVING
INNOVATION
ReD Associates is an
innovation consultancy
that helps clients achieve
top line growth.
PEOPLE
CENTERED
We are specialists at
uncovering customers’
needs and use insights to
reinvent existing categories,
identify new markets and
develop new sources of
growth.
SOCIAL SCIENCE
ENGINE
Our core tool is the
application of social
science methods and
theories of human
behaviour to solve non-
linear business problems.
Our proposition

4. Facts in Brief
4
DISCIPLINES
Our staff are trained in the human
sciences, i.e. anthropology, sociology,
ethnography, psychology, etc.
Each staff member goes through an
internal two-year training programme
focusing on business thinking and
commercial implications
65 consultants in two offices. 17 languages
and 15 nationalities. Offices in
Copenhagen, New York and satellites in
Shanghai and London
LEADERSHIP
Charlotte Vangsgaard – Managing Partner
Mikkel B. Rasmussen – Senior Partner, EU
Christian Madsbjerg – Senior Partner, US
Filip Lau, Jun Lee, Mikkel Brok-Kristensen
& Charles Hill
PRACTICES
Product and Service Development
Commercial Growth
Organizational Performance
KEY INDUSTRY SECTORS
Consumer Electronics
Health and Medical Devices
Consumer products
Business-to-business

5. 5
Sensemaking is described
in the book ‘The Moment
of Clarity’
‘Increase the sales of jerseys
around WC14’
‘Exploit the commercial potential
of emerging markets’
‘Increase market share in the RTD
category in China’
Assess possibility to expand market
through increased patient compliance’
‘How to create more impactful
packaging for our men’s range?’
We call our approach ‘sensemaking’. Basically, it is about turning a business problem
into a phenomenon
What is the new take on
national identity?
What does ‘play’ mean to
Chinese kids and parents?
It describes how business
problems can be solved…
…by reframing the business
problems into phenomena
The Moment of Clarity is written by
ReD’s two directors, Mikkel B.
Rasmussen and Christian Madsbjerg.
It was published in 2014 on Harvard
Business Review Press
What is the culture of tea?
Why are people not taking
their vital medicine?
What is masculinity?
5

6. 6
Ærlig talt, så ved vi
hos ReD kun lidt om
at drive
detailhandel…
…Ligesom vi også
ved en del om
hvordan vores kunder
tænker detail-leddet i
deres strategi og
planer for innovation.
…Men vi ved meget
om hvordan folk
handler ind og hvad
oplevelsen i butikken
betyder for dem…

7. 7
Vores perspektiv på detailhandel kommer fra en forståelse af forbrugernes relation til
de produkter virksomheder sælger – og detailhandelens rolle som ‘mediator’

8. 8
2 + 2 + 1

9. 1.
Myten om den rationelle forbruger
Altid billigst online

11. “Mange af kunderne er nogle hyklere. De kommer ind i butikken og lader som om, at de vil købe et
køkken. De får en masse gratis vejledning af det velvillige personale. Køkkendesign, farvevalg, navne og
mål på materialer osv. De noterer samtlige detaljer og forsvinder så ud af butikken. Over nettet
derhjemme kan de nemlig bestille alle dele til det designede køkken hos en billigere leverandør.”
– Læserbrev i Information, 21, november 2013

12. 12
Med nye digitale løsninger kan forbrugerne få det billigste produkt nemt og hurtigt
IGÅR
De handlende har kontrollen
I det øjeblik den handlende går gennem døren har
forretningen fuld kontrol over oplevelsen, prisen, service.
I DAG
Kunden har kontrollen
“Ever wondered if you were getting the best price on a product when
you were out shopping? … Price Check enables you to search Amazon
products quickly using barcode, picture, voice, and text search.” –
Amazon Price Check app
Project: SAM28 Digital Signage

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Hvis prisen er det afgørende parameter, er der særlige steder forbrugerne går hen –
især hvis ikke de ved så meget om kategorien
Project: ADI12
Less knowledgeable  big box store
High volume, national visibility, low prices, low customer service. Brands
compete by owning shelf space.

14. 14
On your own navigating a wall of shoes
The person at Dick’s couldn’t tell Ben anything about the different shoes—
and Ben wouldn’t have believed him anyway. “I hate the salespeople,” he
scoffed, as he searched in futility for someone to retrieve a pair of shoes for
him. This was a common experience in big box stores, which provide little
assistance for picking out a model.
Project: ADI12
Og det er ikke service og god betjening de leder efter…

16. 16
Vi ser en helt anden tendens blandt vidende forbrugere: nemlig at de har en relation
til butikken, og efterspørger et veluddannet personale
Project: ADI12
More knowledgeable  Run specialty store
Low volume, local visibility, high customer service. Acts as a community
center. Brands compete by getting salespeople to recommend shoes.

17. 17
Det er ikke specialbutikkerne der har den største udfordring. Det er de “fysiske
Amazons”
“The more
you are like a
warehouse, the
more Amazon
is going to
crush you.”
Lee Petersen, WD Partners

18. 2.
Den nysgerrige forbruger
Hvad forbrugerne ønsker af en god købsoplevelse

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I 1990’erne levede ideen om ‘mennesket som forbruger’ i bedste velgående – livet
handlede om ‘shopping and fucking’
Sociologien er fyldt med teorier og studier om
hvordan forbrug og identitet hænger tæt sammen
Pierre Bourdieu (1930 – 2002)

20. 20
Projects: PER Baby Boomers
Mød Susan der handler ind i Waitrose i London

21. 21
#1. EKSPERTISE OG
KURATERING
Forbrugerne forventer et
højt vidensniveau af de
ansatte i butikker der ikke
er positioneret discount
og lavpris – og at
vareudbuddet er
kurateret omkring en idé
#2. RELEVANT
INFORMATION
Forbrugerne finder nye
digitale info-løsninger
relevante hvis
brugeroplevelsen er
bekvem og værdiskabende
#3. BEKVEM
SHOPPING
Forbrugerne er
interesserede i relaterede
services der ligger udenfor
butikken
I dag ser vi tre ting forbrugerne søger når de går handler ind

22. 22
Forbrugerne er overvældede af valgmuligheder – og det betyder at de i stigende grad
rådfører sig hos kuratorer af god smag. De ønsker ekspertvejledning i butikken
Eksempel: Tsutaya Books, Tokyo

23. 23
DESK RESEARCH: http://www.vendhq.com/retail-trends-and-predictions ; http://www.deloitte.com/assets/Dcom-Germany/Local%20Assets/Images/06_CBuT/ ; http://hbr.org/2011/12/retail-isnt-broken-stores-are/ar/
12013/CB_R_store_of_the_future_2013.pdf
…Og det er ikke et niche-fænomen
Eksempler: Apple og Nespresso
Apple excels as this through
employing Apple aficionados to
champion their products
Nespresso store staff also offer
expert service, helping new and
existing customers navigate
Nespresso’s machine and coffee
range
“This implies a change in the role
of the store associate. They now
become brand advocates and start
to play a key role in the execution
of new customer experiences in
stores. Retailers will need to re-
evaluate their talent management
strategy and the implications on
aspects such as training and pay
structures. Store associates need to
adapt change to reflect the changes
in customer behaviours.
Customers want sales assistants
that they can relate to and who will
provide relevant advice.”
Deloitte Analysis

24. 24
So far, in-store ‘kiosks’ feel like work
Forbrugerne finder nye digitale info-løsninger relevante hvis brugeroplevelsen er
bekvem og værdiskabende
Feels like work: Clairols’ “Find your Color” kiosk at Walmart
Brands are waiting for proven formats
Could new technology help?: Lego’s in-store AR

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Integrating design and services across
all channels
Forbrugerne er interesserede i relaterede services der ligger udenfor butikken
Eksempel: Urban Outfitters booster salget i butikken ved at tilbyde hjemmelevering gennem salgspersonalet
Aiming to be customer-centered, not
channel-centered
1. http://www.oracle.com/oms/retail/connected-interactions-1527306.pdf
2. http://www.starmount.com/news/mobile-in-retail-everybodys-doing-it-and-so-should-you
3. http://www.mobilecommercedaily.com/urban-outfitters-taps-print-catalog-to-drive-mobile-sales
United cross-channel experience
boosting sales & profits
• Streamlined design across all channels
• Use of mobile devices in store as POS, to check stocks, manage returns and check availability of products in
near-by stores and online
• Pick up products ordered online in store
• Order clothes online in store
• Email in-store receipts
• Boasted a 72% single-quarter profit in 2011, whilst other retailers struggled in a grim financial situation
• Use of mobile devices in holiday season 2011 created a record high 11% year-over-year holiday sales growth

26. 3.
Brands’ drømmeposition i butikken
Brands ønsker at kontrollere købsoplevelsen hos tredjepart - detailleddet

28. 28#
…Og sådan ser den tilsvarende ‘retail experience’ ud hos designenheden hos det
brand butikken sælger

29. 29#
CREATE#THE#INSIGHT#
Øvelsen er også interessant den anden vej rundt – her et foto af den ideelle bar hvis
man spørger Carlsberg…

30. 30#
CREATE#THE#INSIGHT#
Øvelsen er også interessant den anden vej rundt – her et foto af den ideelle bar hvis
man spørger Carlsberg…

31. 31#
CREATE#THE#INSIGHT#
Nede i kælderen ligger Alistair’s ‘Box of Crap’

32. 4.
Kanaler skifter – og pludselig bliver detail-
leddet interessant
Brands er i tvivl om hvordan de kan være med i en meningsfuld
dialog med butikker og kæder

33. 33
We have primarily targeted the Off Trade indirectly by teaching our consumers how
to enjoy our brands On Trade expecting them to repeat this behaviour off trade

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Susan in Waitrose (London)

35. 1. Myten om den rationelle forbruger
2. Den nysgerrige forbruger
3. Brands’ drømmeposition i butikken
4. Kanaler skifter – og pludselig bliver
detail-leddet interessant
Konklusion og spørgsmål
• Hvis pris ikke er den afgørende grund for
forbrugeren til at handle hos os hvad er det så?
• Hvordan kan vi give vores kunder følelsen af en
kurateret, venlig og ekspertbaseret oplevelse?
• Hvad kan vi tilbyde brands er mere værdifuldt
for dem end ‘brand presence’
• Hvordan kan vi øge forbrugernes oplevede værdi
af en vare eller en kategori i butikken?