Last week I presented at the Russian Retail Food Summit in Moscow. It was a great experience. This presentation analyses the enduring changes in people's behaviour post recession and looks to understand their retail expectations. February 2010

1. Changing trends in consumption
Russian Retail Food Summit
Moscow, February 2010

2. A quick introduction
We help our users understand both what people are doing and why they are
doing it
Canvas8 is global trends service, based in London, that draws on the
knowledge of industry thought leaders to offer expert insight into consumer
attitudes and behaviour.
We encourage a deeper understanding of consumers so brands can more
effectively engage their audience.
www.canvas8.com

3. Post-recession
- If recession was the catalyst for changing people’s priorities, tech was the
enabler
- Has led to an increase in human awareness
www.canvas8.com

4. The end of consumerism?
No but enduring change...
People are increasingly judicious
Not just about VALUE
We EXPECT MORE from brands
Expect:
- Personality
- Integrity and responsibility
- Great experience
www.canvas8.com

5. 1. Personality
Looking for brands with real
identities:
- Homegrown and natural
- Curated retail
- Unprescribed
- Genuine
www.canvas8.com

6. Starbucks - debranded
Brand icon of the 90‘s forced to
rethink its positioning
Backlash against identikit
Launched 15th Avenue
- Local artwork
- Community notice boards
- Second-hand furniture
www.canvas8.com

7. Pass the baton
Tokyo based second hand
retailer
Sits alongside high end stores
Sells goods through stories
“A personal culture
marketplace”
www.pass-the-baton.com

8. Monki
Swedish based retailer
Dreamlike interior
Captures imagination
Low-price retailer
No ads or signage
Encourages the ‘naturally
curious’
www.canvas8.com

9. 2. Integrity and responsibility
Share consumers’ values
- Not just profit but also people
and planet
- Creation of trust
www.canvas8.com

10. Tesco - buy one get one free later
"As one small, new step we will
adapt our 'buy one get one
free' offers in perishable foods
to give our customers a new
opportunity – 'buy one get one
free – later', so customers will
be able to get that other salad
or vegetable or yogurt when
they want it and when it will be
used, not all together when it
may – in the end – go to
waste."
www.canvas8.com

11. Marks and Spencer egg tracker
Online tracker of where the eggs
are grown
- Where they’re sourced
- Their in-company practices
- Responsibility for both its own
practices and its suppliers
www.canvas8.com

12. Decathlon’s Trocathlon
Bi-annual bazaar where people
can buy and sell sports gear
- Understands customers’ needs
- Builds trust
www.canvas8.com

13. Starbucks
October 2009 green credentials
questioned
- Investigation by The Sun
- Non-stop running water policy
- 23.4m litres of water a day
- 10,000 outlets worldwide
www.canvas8.com

14. 3. Great experiences
Creating a value add
environment embracing:
- Aesthetics
- Expertise
- Utility
www.canvas8.com

15. Experience: Embrace the aesthetic
Aesthetic presentation enhances
the experience of food as blue
Tiffany box does a ring
- Four Seasons Hotel Tokyo at
Marunouchi - jewellery box
dessert selection
- Consumers treating
themselves to small, affordable
luxuries especially accessible
with food - cupcakes at Miette
www.canvas8.com

16. Primark Bremen
Aesthetics not just at the top
of the market:
- Bremen, 60,000sq. ft. store
opened in May 2009
- Similarly Avanti and New
Yorker
- Genuine change in discount
retailing
- Value merchandise in a
distinctly non-value
environment
www.canvas8.com

17. Victor Churchill
Butchers in Woollahra, Sydney
Described as Louis Vuitton
meets butchery
Sleek design, high quality meat
and knowledgeable staff
www.canvas8.com

18. Present
- Curated retail
- World champion barista
- Complementary environment
“When people are milling around
having a cup of coffee the
atmosphere feels more informal”
www.canvas8.com

19. ING Direct cafes
Based in NYC, LA, Philadelphia
and Wilmington
- Cafe shop / wireless
- Reasonably priced coffee
- Marketing that pays its own
way - Infinite ROI
- Utilise the space for free
seminars
www.canvas8.com

20. Chronodrive
Streamlines shopping times
- Subsidiary of Auchan Group
- Combines online shopping and
drive-in collection
- Bypasses trust issues and
delivery logistics
www.canvas8.com

21. Recap
People are increasingly judicious
but they are still spending
Expectations have changed
Looking for:
- Personality
- Integrity
- Great experience
www.canvas8.com

22. For more information:
Email: nick@canvas8.com