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KeyTrendsfor2018
Maxwell Luthy
Maxwell Luthy
Director of Trends & Insights, TrendWatching
@MaxLuthy | #Trustme
WHAT A RIDE!
WE DON’T ASK
CONSUMERS
ANYTHING.
INNOVATIONS
EMERGING

EXPECTATIONS
EXPECTATION

ECONOMY
A moment to stop and think.
VISION
BUSINESS MODEL
NEW PRODUCTS, SERVICES,
EXPERIENCES
MARKETING,
ADVERTISING, PR
WHERE?
WHO?
A-COMMERCE
VIRTUAL COMPANIONS
ADAPTIVE BY DESIGN
MOMENTS OF TRUTH
GLASS BOX BRANDS
AI AVALANCHE
THINKING: OUTSOURCED
In 2018, shoppers will look to
handover almost every element of
the sourcing, bargaining,
purchasing, tailoring and pickin...
AMAZON Connected devices can reorder
supplies when running low
TOO EARLY
NOT ALONE
DRIFT Company uses AI and analytics to
supply affordable energy
BARTERING
FINERY Digital closet organizes outfits

and manages purchases
RETURNS
AMAZON ECHO Voice-activated selfie camera
dispenses fashion advice
GUIDANCE…
TAILORING!
What do your customer interactions
look like in the emerging era of
automated commerce?
RUTHLESS COMPETITION
78%
of US consumers say they retract loyalty
faster today than they did three years
ago.
A c c e n t u r e ,
F e b r u a r...
IDIOT PROOF
Consumers are spoiled with
honey traps before they make a
purchase. In 2018, brands that
continue to serve after a sale wi...
MASTERCARD &
CURVE
Financial service provider lets people
switch cards for past purchases
TIME TRAVEL
RYU Apparel brand’s discounts reward
active customers
ENCOURAGING
OSLO TOURISM Couple ‘rescued’ from their vacation
fail after posting about it on Instagram
RESCUE MISSION
TESLA Automaker’s free update helps
customers evacuate hurricane zone
ACTUAL RESCUE MISSION
Is your organization well-placed to
adapt and respond to customers’
changing needs in 2018?
394%
increase in time spent on 

Social and Messaging apps in 2016.
Y a h o o , 

J u n e 2 0 1 7
CAPITAL ONE Bank uses AI to respond to SMS
and emoji
CONVERSATIONAL
“Siri, find me a software engineer with a peer
counseling or psychology background”
In 2018, virtual personalities will
prove they have the power to
entertain, educate and heal.

They will make the leap fro...
75%
of surveyed consumers associate mental
health with ‘health’.
J W T, 

A p r i l 2 0 1 7
REPLIKA Chatbot uses AI to befriend and
support users
MIRROR MIRROR
BLUE LEAF
CAFÉ 
Cafe lets diners interact with 

virtual pop star, Hatsune Miku
PERSONALITY
72%
of regular voice technology users say 

“brands should have unique voices and
personalities for their apps/skills and ...
KLM Airline's wearable gives tourists advice
OUT OF HOME
When interacting with your customers,
could you provide something even
more meaningful than great service?
Edelman Trust Barometer
Edelman Trust Barometer
In 2018, rather than preach at
consumers, brave brands will
communicate with honesty and
clarity and empower their
custome...
GENERAL MILLS Artificial yet “classic” version of
breakfast cereal relaunched
DECISION TIME
AMERICAN
APPAREL
US-based apparel brand relaunches
with globally-made items
REALISM
SKOL Beer brand admits and tackles its
history of sexist marketing
ASSISTANCE
HELP US FIX THIS!
COMMBANK Bank's ATM surveys solicit opinions
about the future of Australia
CONVERSATION
Can you empower your customer
with moments to stand by, celebrate
and share their values?
BLACK BOX…
CONNECTIVITY
GLASS BOX…
One powerful way to show
consumers that your values align
with theirs? Make meaningful
positive changes to your internal
c...
Tool deals with problem of vacation
email backlog
PROCESSES
THRIVE GLOBAL
Agency pays higher bonuses to
staff who work less overtime
PRIORITIES
QUARTET
COMMUNICATIONS
Bank CEO walks gay employee
down the aisle
PERSONAL
HSBC TAIWAN
MOVE IN THE RIGHT DIRECTION…
Your internal culture can be a
powerful asset. What steps will you
take to improve it?
A-COMMERCE
VIRTUAL COMPANIONS
ADAPTIVE BY DESIGN
MOMENTS OF TRUTH
GLASS BOX BRANDS
THANK YOU!
max@trendwatching.com
presented by
#RelateLive
Relate Live NYC: Maxwell Luthy
Relate Live NYC: Maxwell Luthy
Relate Live NYC: Maxwell Luthy
Relate Live NYC: Maxwell Luthy
Relate Live NYC: Maxwell Luthy
Relate Live NYC: Maxwell Luthy
Relate Live NYC: Maxwell Luthy
Relate Live NYC: Maxwell Luthy
Relate Live NYC: Maxwell Luthy
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Relate Live NYC: Maxwell Luthy

Maxwell Luthy, Director of Trends & Insights at TrendWatching, discusses how brands can serve the customer of the future.

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Relate Live NYC: Maxwell Luthy

  1. 1. KeyTrendsfor2018 Maxwell Luthy
  2. 2. Maxwell Luthy Director of Trends & Insights, TrendWatching @MaxLuthy | #Trustme
  3. 3. WHAT A RIDE!
  4. 4. WE DON’T ASK CONSUMERS ANYTHING.
  5. 5. INNOVATIONS
  6. 6. EMERGING
 EXPECTATIONS
  7. 7. EXPECTATION
 ECONOMY
  8. 8. A moment to stop and think.
  9. 9. VISION BUSINESS MODEL NEW PRODUCTS, SERVICES, EXPERIENCES MARKETING, ADVERTISING, PR WHERE?
  10. 10. WHO?
  11. 11. A-COMMERCE VIRTUAL COMPANIONS ADAPTIVE BY DESIGN MOMENTS OF TRUTH GLASS BOX BRANDS
  12. 12. AI AVALANCHE
  13. 13. THINKING: OUTSOURCED
  14. 14. In 2018, shoppers will look to handover almost every element of the sourcing, bargaining, purchasing, tailoring and picking up of products and services. A-COMMERCE
  15. 15. AMAZON Connected devices can reorder supplies when running low TOO EARLY
  16. 16. NOT ALONE
  17. 17. DRIFT Company uses AI and analytics to supply affordable energy BARTERING
  18. 18. FINERY Digital closet organizes outfits
 and manages purchases RETURNS
  19. 19. AMAZON ECHO Voice-activated selfie camera dispenses fashion advice GUIDANCE…
  20. 20. TAILORING!
  21. 21. What do your customer interactions look like in the emerging era of automated commerce?
  22. 22. RUTHLESS COMPETITION
  23. 23. 78% of US consumers say they retract loyalty faster today than they did three years ago. A c c e n t u r e , F e b r u a r y 2 0 1 7
  24. 24. IDIOT PROOF
  25. 25. Consumers are spoiled with honey traps before they make a purchase. In 2018, brands that continue to serve after a sale will earn trust, love and loyalty. ADAPTIVE
 BY DESIGN
  26. 26. MASTERCARD & CURVE Financial service provider lets people switch cards for past purchases TIME TRAVEL
  27. 27. RYU Apparel brand’s discounts reward active customers ENCOURAGING
  28. 28. OSLO TOURISM Couple ‘rescued’ from their vacation fail after posting about it on Instagram RESCUE MISSION
  29. 29. TESLA Automaker’s free update helps customers evacuate hurricane zone ACTUAL RESCUE MISSION
  30. 30. Is your organization well-placed to adapt and respond to customers’ changing needs in 2018?
  31. 31. 394% increase in time spent on 
 Social and Messaging apps in 2016. Y a h o o , 
 J u n e 2 0 1 7
  32. 32. CAPITAL ONE Bank uses AI to respond to SMS and emoji CONVERSATIONAL
  33. 33. “Siri, find me a software engineer with a peer counseling or psychology background”
  34. 34. In 2018, virtual personalities will prove they have the power to entertain, educate and heal.
 They will make the leap from assistants to companions. VIRTUAL COMPANIONS
  35. 35. 75% of surveyed consumers associate mental health with ‘health’. J W T, 
 A p r i l 2 0 1 7
  36. 36. REPLIKA Chatbot uses AI to befriend and support users MIRROR MIRROR
  37. 37. BLUE LEAF CAFÉ  Cafe lets diners interact with 
 virtual pop star, Hatsune Miku PERSONALITY
  38. 38. 72% of regular voice technology users say 
 “brands should have unique voices and personalities for their apps/skills and not just use the assistant on my phone.” J W T, 
 A p r i l 2 0 1 7
  39. 39. KLM Airline's wearable gives tourists advice OUT OF HOME
  40. 40. When interacting with your customers, could you provide something even more meaningful than great service?
  41. 41. Edelman Trust Barometer
  42. 42. Edelman Trust Barometer
  43. 43. In 2018, rather than preach at consumers, brave brands will communicate with honesty and clarity and empower their customers with choices. MOMENTS OF TRUTH
  44. 44. GENERAL MILLS Artificial yet “classic” version of breakfast cereal relaunched DECISION TIME
  45. 45. AMERICAN APPAREL US-based apparel brand relaunches with globally-made items REALISM
  46. 46. SKOL Beer brand admits and tackles its history of sexist marketing ASSISTANCE
  47. 47. HELP US FIX THIS!
  48. 48. COMMBANK Bank's ATM surveys solicit opinions about the future of Australia CONVERSATION
  49. 49. Can you empower your customer with moments to stand by, celebrate and share their values?
  50. 50. BLACK BOX…
  51. 51. CONNECTIVITY
  52. 52. GLASS BOX…
  53. 53. One powerful way to show consumers that your values align with theirs? Make meaningful positive changes to your internal culture, and then tell the world! GLASS BOX BRANDS
  54. 54. Tool deals with problem of vacation email backlog PROCESSES THRIVE GLOBAL
  55. 55. Agency pays higher bonuses to staff who work less overtime PRIORITIES QUARTET COMMUNICATIONS
  56. 56. Bank CEO walks gay employee down the aisle PERSONAL HSBC TAIWAN
  57. 57. MOVE IN THE RIGHT DIRECTION…
  58. 58. Your internal culture can be a powerful asset. What steps will you take to improve it?
  59. 59. A-COMMERCE VIRTUAL COMPANIONS ADAPTIVE BY DESIGN MOMENTS OF TRUTH GLASS BOX BRANDS
  60. 60. THANK YOU! max@trendwatching.com
  61. 61. presented by #RelateLive

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