https://www.jeromepineau.com Deck I used for my keynote at #DMWF 2018 in New York addressing digital, retail, content strategy, blockchain, authenticity, and generational marketing challenges in the luxury industry -- Contains additional talking track slides for context. Relevant video clips of my presentation: https://www.youtube.com/user/jeromepineau

1. LA-MAISON-HUBERT.COM
JEROME PINEAU
Chief Digital Officer
JEROME.PINEAU@LA-MAISON-HUBERT.COM | JEROMEPINEAU.COM
Rethinking luxury brands
in a “phygital” world

2. Phygital is the seamless strategic blending of the
physical and digital customer experience.

3. Retail isn’t dead. It’s evolving
Let the heroes tell your brand story
The challenge of authenticity
The Millennial and Gen-Z challenge. Is it real?
Digital platform or luxury brand?
LA-MAISON-HUBERT.COM

4. LA-MAISON-HUBERT.COM
A modern luxury brand
in the gastronomy wellness retail market

5. $170
WHILE THEY WORK
OUTSIDE THE BODY
BEAUTY PRODUCTS
COSMETICS
PERSONAL CARE
!5
$400 $250
$200
$400

6. WE FOCUS ON
INSIDE THE BODY
ARTISANAL FOODS
ORGANIC PRODUCT
LOCALLY SOURCED
!6

7. Selling experiences and products through storytelling
Exclusive live culinary events
Artisanal fine grocery from
Honor the artists behind the product
LA-MAISON-HUBERT.COM
and

8. WE ONLY SOURCE
WHOLESOME ORGANIC
ARTISANAL FOODS
100% TRACEABLE
FROM FARM
TO YOU TO BOX
!8
TO ARTISAN

9. AND SELL THEM
ONLINE
!9

10. la-maison-hubert.com
But unlike anyone else…
!10

11. WE GUARANTY THEIR
AUTHENTICITY WITH BLOCKCHAIN
ORIGINATION
ATTRIBUTION
SUSTAINABILITY
!11

13. AND EVENTUALLY
IN PHYSICAL STORES

15. 1 2 3
4 5

17. Digital = I can exist (because Google says so = SEO)
Digital = I can scale (CAC)
Digital = I can test (data) & pivot (speed)
Digital = I can sell ($)
Digital = I can tell stories (marketing)

18. Let the heroes tell your brand story
The challenge of authenticity
The Millennial and Gen-Z challenge. Is it real?
Retail isn’t dead. It’s evolving
Digital platform or luxury brand?
LA-MAISON-HUBERT.COM

19. TRANSACTION

20. TRANSACTION EXPERIENCE

21. TRANSACTION EXPERIENCE
$ PER SQ-FT

22. TRANSACTION EXPERIENCE
$ PER SQ-FT MEMORIES PER LIFETIME

23. !23
AGED 24-38
AGED 9-23
AGED 39-53
AGED 54-72
Anyone still shopping?

24. HOW GEN-Z PREFERS TO MAKE PURCHASES
Source: IBM “Uniquely Generation Z” study (2017)
SmarterHQ, Aug 2017

25. STORE RETAIL ONLINE RETAIL
SHOPPING EVOLUTION
TRANSACTIONAL
EMOTIONAL
ONLINE EXPERIENCE
DRIVES PURCHASE
I BUY ONLINE FOR
CONVENIENCE
IN-STORE
EXPERIENCE:
PURCHASE NOW
OR LATER ONLINE
I GO TO STORES
TO PURCHASE
BECAUSE I HAVE TO
1 2
34

26. $5,546 PER SQUARE FOOT

32. Retail = Emotion first ($)
Retail = Brand development (reach)
Retail = Innovation (yield/margins)
Retail = Market research (field data)

33. The challenge of authenticity
The millennial and gen-z challenge. Is it real?
Let the heroes tell your brand story
Digital platform or luxury brand?
Retail isn’t dead. It’s evolving
LA-MAISON-HUBERT.COM

34. !34
LA-MAISON-HUBERT.COM
…the best neighborhood in the world is luxury. Being
in a business that leads with your heart not your head,
results in irrational wants and needs which translate to
hot, large margins.”
— Prof Scott Galloway (NYU)

35. !35
LA-MAISON-HUBERT.COM

43. SOMETIME YOU GOTTA DO…
WHAT YOU GOTTA DO.

44. PRODUCT
ARTISANS
SUSTAINABILITY

45. Stories = Competitive advantage
Stories = Artisans - product
Stories = emotion = lifeblood of luxury
Stories = Content + Commerce

46. The Millennial and Gen-Z challenge. Is it real?
The challenge of authenticity
Digital platform or luxury brand?
Retail isn’t dead. It’s evolving
Let the heroes tell your brand story
LA-MAISON-HUBERT.COM

48. Source: Stackla 2017 consumer report
Source: Stackla 2017 consumer report
!48

49. ?

51. Fake

52. Eating healthy, traceable, fresh-grown
organic products has become a luxury.

53. +

55. Provable authenticity = trust
Trust = price premium (basket size)
Trust = loyalty (LTV)
Trust = Key to Gen-Y and Gen-Z

56. The Millennial and Gen-Z challenge. Is it real?
Digital platform or luxury brand?
Retail isn’t dead. It’s evolving
Let the heroes tell your brand story
The challenge of authenticity
LA-MAISON-HUBERT.COM

57. YES!
LA-MAISON-HUBERT.COM

58. 1965 - 1976 1996 - ?1977 - 19951946 - 1964
AGED 24-38
AGED 9-23
AGED 39-53
AGED 54-72

59. STATUS SYMBOL VALUES SYMBOL
BRAND
SOCIAL
WHY CONSUMERS BUY LUXURY
Signal moral values
Support social causes
Signal wealth and
desirability
AUTHENTICITY
!59
AGED 54-72
AGED 39-53
AGED 24-38
AGED 9-23

60. STATUS SYMBOL VALUES SYMBOL
BRAND
SOCIAL
HOW WE ADDRESS THAT
Signal moral values
Support social causes
Signal wealth and
desirability
AUTHENTICITY
Blockchain
!60
AGED 54-72
AGED 39-53
AGED 24-38
AGED 9-23
Very exclusive products
High-value partnerships
Environment
Healthy living
Women empowerment
Honor Artisans
Less is more

61. PRODUCT EXPERIENCE
OFF-THE-SHELF
CUSTOMIZED
PERSONALIZATION
HOW CONSUMERS PERCEIVE
VALUE OF LUXURY
!61
AGED 54-72
AGED 39-53
AGED 24-38
AGED 9-23

62. AGED 54-72
AGED 39-53
AGED 24-38
AGED 9-23
PRODUCT EXPERIENCE
OFF-THE-SHELF
CUSTOMIZED
HOW WE ADDRESS THAT
HSHevents
Private label foods
Online shopping
Finger foods restaurant
Grand Café Hubert
Fine grocery
Privateevents+retail
PERSONALIZATION
!62

63. It’s a big chessboard and without “phygital”
you’re missing half the pieces.

64. LA-MAISON-HUBERT.COM
Thank you!
Questions?