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The Pop Up Store - Vector for Customer Engagement

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Discover the 8 vectors of customer engagement behind Pop-Up Stores that are being leveraged by Conscious Organisations to transform the retail experience.

Publié dans : Commerce de détail
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The Pop Up Store - Vector for Customer Engagement

  1. 1. DANIEL DUTESCO VP DIGITAL- ARCHIPEL INFOPRESSE - MKT TRENDS CONF. 2017 THE POP-UP STORE - VECTOR FOR CUSTOMER ENGAGEMENT ©DanielDutesco
  2. 2. HOW WE DEFINE RETAIL IS CHANGING A NEW CONTEXT IN WHICH ©DanielDutesco
  3. 3. PROMOTION/ ACTIVATION/ SPONSORSHIP EXPERIENCE RETAIL/ARCHITECTURE CRM AD/PR/MEDIA CAMPAIGN POP UP DIGITAL/MOBILE/ ECOMMERCE CONTENT/SOCIAL/ INFUENCERS A CONTEXT THAT HAS INCREMENTALY MULTIPLIED TOUCHPOINTS AND CREATED A MORE COMPLEX CONSUMER JOURNEY PRODUCT ©DanielDutesco
  4. 4. TANGIBLE + INTAGIBLE COMPONENTS CONNECT INTERACTIONS OVER THE DURATION OF THEIR RELATIONSHIP INTERACTION WITH INTANGIBLE  BRAND ARTIFACT TO DRIVE ACTION WE MUST UNDERSTAND HOW ©DanielDutesco
  5. 5. “IN TODAY’S ENVIRONMENT CUSTOMER EXPERIENCE IS A FUNDAMENTAL DIMENSION OF HOW A COMPANY COMPETES” Joseph Pine, The Experience Economy CUSTOMER EXPERIENCE IS THE NEW BATTLEFIELD GARTNER ©DanielDutesco
  6. 6. 30,000 people 195 brands 15 industries CANADA CUSTOMER EXPERIENCE INDEX 2015 ©DanielDutesco
  7. 7. “A number that transforms the way we need look at building brand experiences” ©DanielDutesco
  8. 8. The number of Canadian companies that received an “excellent” score(2015): IMPROVING CUSTOMER EXPERIENCE IS A STRATEGIC PRIORITY FOR 58% OF BUSINESS LEADERS IN CANADA ©DanielDutesco
  9. 9. 0 The number of Canadian companies that received an “excellent” score(2015): IMPROVING CUSTOMER EXPERIENCE IS A STRATEGIC PRIORITY FOR 58% OF BUSINESS LEADERS IN CANADA ©DanielDutesco
  10. 10. •  What causes truly outstanding companies to excel? •  How do successful companies maintain momentum? •  What makes their teams, methods and their people different? •  How are they able to create value that extend beyond the product? •  Why do they succeed in creating destinations vs opening stores? •  What is their approach to creating brand experiences? ©DanielDutesco
  11. 11. THESE COMPANIES ARE DIFFERENT ©DanielDutesco
  12. 12. A 4TH TYPE OF OPERATIONAL DNA Ad-hoc initiatives in response to market or competitive pressure Product-centric organization. Strategy is focused on short- term sales and customer acquisition Consumer-focused organization. Seek differentiation, efficiencies and client retention REACTIVE TACTICAL STRATEGIC CONSCIOUS ORGANIZATION © ORCHRD Group
  13. 13. 1. Put purpose at the core of the business 2. Ensure alignment 3. Express what makes you unique 4. Hire for attitude not aptitude 5. Focus on the customer journey 6. Embrace failure 7. Challenge the status-quo 8. Think long term and innovate 9. Coach your people - Retail is detail. 10. Celebrate individuality THE 10 TRAITS OF CONSCIOUS ORGANIZATIONS © ORCHRD Group con·scious - ˈkän(t)SHəs/ Adjective: An advanced state of awareness. Deliberate; Intentional; having the mental faculties fully active; having a soul.. CONSCIOUS ORGANIZATIONS STAND OUT THROUGH THEIR ABILITY TO DRIVE BUSINESS PERFORMANCE, CREATE ENGAGEMENT AND IMPLEMENT IDEAS
  14. 14. 2016 75,000 consumers 193 brands 15 industries ©DanielDutesco
  15. 15. IMPACT OF A 1 POINT INCREASE IN CX INDEX 2016
  16. 16. 2016
  17. 17. Traditional industries now perform as well as, or better than, their digital competition. Accenture & Forrester Canada CX Index 2016 THE OPPORTUNITY TO ESTABLISH LEADERSHIP STILL EXISTS
  18. 18. The number of Canadian companies that received an “excellent” score(2016):
  19. 19. 1 The number of Canadian companies that received an “excellent” score(2016):
  20. 20. CUSTOMER EXPERIENCE IS NOT JUST OPERATIONAL CONSCIOUS ORGANIZATIONS HAVE UNDERSTOOD ©DanielDutesco
  21. 21. CUSTOMER EXPERIENCE IS EMOTIONAL “ Customer experience is the new marketing”. (In this context) - Operational excellence is the ticket for entry,” … “We need to eliminate the word satisfied from our vocabulary. …We need to delight. We need to amaze. We need to provide extraordinary.” MERCEDES BENZ USA PRESIDENT AND CEO STEVE CANNON ©DanielDutesco
  22. 22. FORRESTER CUSTOMER EXPERIENCE INDEX Q3 2015, AT Kearney – WSJ McKinsey 78%of consumers and 82% of Millennials prefer to purchase in store 90%of retail sales are occurring in a physical store ©DanielDutesco
  23. 23. POP UP STORES OFFER US THE OPPORTUNITY TO CREATE UNIQUE EXPERIENCES THAT CREATE ENGAGEMENT AND CONNECT ONE ON ONE WITH CUSTOMERS IN A MEANINGFUL WAY ©DanielDutesco
  24. 24. POP UP STORES CAN DELIVER INTIMACY EXCLUSIVITY URGENCY SOCIAL TALK VALUE FOCUS ©DanielDutesco
  25. 25. WEBROOMING ONLINE TO STORE SHOWROOMING STORE to ONLINE PERSONALIZATION OF SHOPPERS BELIEVE SHOPPING HAS BECOME TOO IMPERSONAL FORRESTER CXINDEX Q3 2015, AT Kearney – WSJ McKinsey 74% 63% 52% POP UPS ENABLE US TO LEVERAGE KEY CONSUMER TRENDS ©DanielDutesco
  26. 26. Minimize the areas in which you are a commodity Maximize the areas in which you can be a brand ignition group POP UP STORES ©DanielDutesco
  27. 27. WHAT DRIVES THE SUCCESS OF THEIR POP-UP INITATIVES ©DanielDutesco
  28. 28. EIGHT VECTORS FOR CUSTOMER ENGAGEMENT CONSCIOUS ORGANIZATIONS LEVERAGE IN THEIR POP UP STORE INITIATIVES ©DanielDutesco
  29. 29. 1. THEY SELL CULTURE NOT PRODUCTS ©DanielDutesco
  30. 30. Paul Gaudio Creative Director ADIDAS “The brand is a narrative — it’s an idea that people both inside and outside the company have to buy into. My role is to shape the narrative: ‘What do we stand for? Why are we here? How do we think and feel and act?’” ©DanielDutesco
  31. 31. THE CREATOR BRANDSUPERSTAR HALL OF FAME POP-UP STORE, SEOUL KOREA ©DanielDutesco
  32. 32. JOHNNY WALKER BLUE LABEL POP UP MILAN POP UP CHRISTMAS STORES MILAN, PARIS, LONDON AND MONACO ©DanielDutesco
  33. 33. SELL CULTURE OF EXPLORATION  AND DISCOVERY , ALONG WITH THEIR HERITAGE.  MOST OF ALL THE POP UP STORES REFLECT THE ATTENTION TO DETAIL AT THE PRODUCT LEVEL. ©DanielDutesco
  34. 34. To the Lounch of the campaign start, Reebok Germany called us to the challenge to Berlin. "BeMoreHuman" was a two-day program. ©DanielDutesco
  35. 35. ©DanielDutesco
  36. 36. ©DanielDutesco
  37. 37. The open-layout store sold 40 percent more shoes than the brand’s traditional brick-and-mortar locations” PETER SOLOMON, ELECTRIC SEKKI. HONG KONGBRICKHOUSE X HAVAIANAS POP UP, HONG KONG ©DanielDutesco
  38. 38. Do we have a clear understanding of our values and our brand? Are they reflected in the activities we undertake? Can customer see these values even in the smallest details? ©DanielDutesco
  39. 39. 2.THEY LEVERAGE CONSUMER PSYCHOLOGY ©DanielDutesco
  40. 40. UNDERSTAND CUSTOMER VALUES CEB ©DanielDutesco
  41. 41. CONSCIOUS ORGANIZATIONS UNDERSTAND AND LEVERAGE THE KEY EMOTIONAL DRIVER FOR BOTH MILLENIALS AND GEN Z ©DanielDutesco
  42. 42. FOMO - fear of missing out Fear of missing out or FOMO is "a pervasive apprehension that others might be having rewarding experiences from which one is absent". This social angst is characterized by "a desire to stay continually connected with what others are doing". CONSCIOUS ORGANIZATIONS UNDERSTAND AND LEVERAGE THE KEY EMOTIONAL DRIVER FOR BOTH MILLENIALS AND GEN Z ©DanielDutesco
  43. 43. FOMO - fear of missing out Fear of missing out or FOMO is "a pervasive apprehension that others might be having rewarding experiences from which one is absent". This social angst is characterized by "a desire to stay continually connected with what others are doing". 68%of millennials said they've made a spur-of-the-moment purchase due to FOMO within hours of seeing someone else's experience with the product. Citizens Relations Canada CONSCIOUS ORGANIZATIONS UNDERSTAND AND LEVERAGE THE KEY EMOTIONAL DRIVER FOR BOTH MILLENIALS AND GEN Z ©DanielDutesco
  44. 44. NIKE - SNKRS XPRESS - VIP BUYING JOURNEY, TORONTO ©DanielDutesco
  45. 45. EXCLUSIVE AND UNIQUE MERCHANDISE ONLY AVAILABLE THROUGH THE EXPERIENCE ©DanielDutesco
  46. 46. ©DanielDutesco
  47. 47. THE POWER OF POP UP STORES IS THAT THEY TAP DIRECTLY INTO THE PSYCHOLOGY BEHIND FEAR OF MISSING OUT TO DRIVE BEHAVIOUR ©DanielDutesco
  48. 48. Do we have a deep understanding of what drives our customers? How can we shape activities to take advantage of FOMO? ©DanielDutesco
  49. 49. 3. THEY ARE OBSESSIVE ABOUT DATA & CUSTOMER EXPECTATIONS ©DanielDutesco
  50. 50. ©DanielDutesco
  51. 51. WHAT THESE COMPANIES SHARE IN COMMON IS THAT THEY HAVE ACHIEVED A LEVEL OF DIGITAL MATURITY THAT ENABLES AN OMNICHANNEL VIEW OF THE CUSTOMER IBM ©DanielDutesco
  52. 52. REVOLVE Social Club -members-only venue Private shopping, exclusive events and invites to pop-up shop parties. “Millennial customers value experiences, intimate relationships, and authenticity, and our data gives us a unique opportunity to provide that to our most valuable customers,” Mike Karanikolas, Co-Founder and Co-CEO of REVOLVE. ©DanielDutesco
  53. 53. TAP INTO DATA AND TECHNOLOGY TO DELIVER A BETTER CUSTOMER EXPERIENCE ©DanielDutesco
  54. 54. TAP INTO DATA TO LEARN ABOUT CUSTOMER BEHAVIOR AND OPTIMIZE THE PURCHASE JOURNEY BOTH INSTORE AND ONLINE ©DanielDutesco
  55. 55. A BRAND OBSESSED WITH BECOMING SMARTER ABOUT THEIR PRODUCTS, OPERATIONS AND THEIR CUSTOMERS ©DanielDutesco
  56. 56. BETTER ALIGN INVESTMENTS AND NEW PRODUCTS TO MATCH CHANNEL DEMAND *EDITED ©DanielDutesco
  57. 57. INVEST AND ROLL OUT INNOVATION *EDITED ©DanielDutesco
  58. 58. Data enables retailers to adapt pace to the new Millenial consumer – one who is permanently focused on the new and losing interest fast. •  Nike sneakers sell out in 122 days •  Adidas sneakers sell out in 110 days •  Adidas Neo line - 108 days on average. •  Originals line - 101 days •  Stella McCartney - 92 days •  Adidas Originals by Jeremy Scott - 33 days •  KANYE - YEEZY - 1 DAY DATA ACCELERATES SALES EDITED- 2016 ©DanielDutesco
  59. 59. MOST RELEVANT BRAND 2015 VOTED “They’re the brand of the year,” MATT POWELL, SPORTSWEAR ANALYST NPD GROUP ©DanielDutesco
  60. 60. “Data enables you to connect digital with the physical, the rational with the emotional” MAKING CUSTOMERS FEEL APPRECIATED, CONFIDENT AND RESPECTED Across the industries, if you make customers feel appreciated: •  80% will advocate for the brand •  70% will stay with the brand •  68% will increase their spending with the brand *Forrester CX index 2016 ©DanielDutesco
  61. 61. ©DanielDutesco
  62. 62. What are our clients expectations from interacting with our brand? Do we understand their journey? What is the data that we need to create stand out experiences? ©DanielDutesco
  63. 63. 4. THEY FOCUS ON THEIR FANS ©DanielDutesco
  64. 64. ©DanielDutesco
  65. 65. ©DanielDutesco
  66. 66. PABLO POP UP, NEW YORK
  67. 67. PABLO POP UP, LONDON, UK
  68. 68. PABLO POP UP, MELBOURNE, AUSTRALIA
  69. 69. ©DanielDutesco
  70. 70. POP UP STORE MENU ©DanielDutesco
  71. 71. YOU CANNOT TRY ON CLOTHING STYLE COUNSELOR GIVES ADVICE ON FIT AND SIZING ©DanielDutesco
  72. 72. MAXIMUM 2 PER ITEMS / SIZE ©DanielDutesco
  73. 73. ©DanielDutesco
  74. 74. ©DanielDutesco
  75. 75. ©DanielDutesco
  76. 76. ©DanielDutesco
  77. 77. ©DanielDutesco
  78. 78. WHOLE FOODS FLAGSHIP STORE , AUSTIN , TEXAS MALLS AND RETAILERS MUST ENVISION THEMSELVES NO LONGER AS REAL ESTATE BROKERS, BUT INSTEAD AS CUSTOMER-FACING PROVIDERS OF SHOPPABLE ENTERTAINMENT. – McKinsey ©DanielDutesco
  79. 79. CREATING NEW AND DIFFERENT OPPORTUNITIES FOR YOUR FANS TO INCREASE INTERACTION WITH YOUR BRAND. ©DanielDutesco
  80. 80. What do our best customers want as products, offer and experiences? How do our efforts in retaining customers compare with acquisition offers and experiences? ©DanielDutesco
  81. 81. 5. THEY BRIDGE PHYSICAL AND DIGITAL RETAIL ©DanielDutesco
  82. 82. ©DanielDutesco
  83. 83. “Customer satisfaction is ultimately determined by something few companies manage – cumulative experiences across multiple touchpoints and in multiple channels over time” Harvard Business Review ©DanielDutesco
  84. 84. LEADERS ARE EXPANDING INTEGRATION ACROSS PRODUCT LINES Birchbox Man Pop Up , NY ©DanielDutesco
  85. 85. AMAZON IS BUILDING OUT ITS VISION FOR A NEW CLASS RETAIL BUSINESS THAT WEAVES TOGETHER OF ONLINE AND PHYSICAL COMPONENTS. Business Insider WILL ADD 30 POP-UP STORES BY THE END OF 2016 UP TO 100 IN 2017. POP-UP SHOPS PUSH PEOPLE TO USE AMAZON.COM AND SIGN UP FOR PRIME RUN BY THE DEVICES TEAM, NOT THE RETAIL TEAM ©DanielDutesco
  86. 86. ©DanielDutesco
  87. 87. ©DanielDutesco
  88. 88. OBJECTIVE IS TO CONNECT YOU TO THE VISION. IKEA POP UP MADRID IKEA POP UP TORONTO ©DanielDutesco
  89. 89. WHERE THE TRANSACTION TAKES PLACE DOES NOT MATTER. ©DanielDutesco
  90. 90. While traditionally physical stores have seen the web as competition , what retailers and Mall operators are realizing that ecommerce not only drives sales, it increases footfall into physical stores. FORBES Customers don’t see P&L’s. They see a brand and they expect a single seamless experience.  ©DanielDutesco
  91. 91. Do we have an integrated view of the customer? Are our channels competing against each other? ©DanielDutesco
  92. 92. 6.THEY CREATE SHARED SOCIAL EXPERIENCES ©DanielDutesco
  93. 93. DERRICK ROSE POP UP STORE, LONDON
  94. 94. HACKNEY COMMUNITY CENTER ©DanielDutesco
  95. 95. ©DanielDutesco
  96. 96. NOT ABOUT TECHNOLOGY, CREATING AN IMMERSIVE EXPERIENCE OR DRIVING SALES; AN EXPERIENCE THAT THROUGH ITS NATURE, REDEFINES THE SOCIAL CONNECTION AND SOCIAL CONTRACT IT HAS WITH THEIR FANS ©DanielDutesco
  97. 97. ©DanielDutesco
  98. 98. $ 3 million free media Reached 4 million people in 10 days ©DanielDutesco
  99. 99. 3547 ST-LAURENT BLVD, MONTREAL ©DanielDutesco
  100. 100. Campbell’s believes in the strength of belonging and bringing people together on their common ground,”… “We feel like we can own that because there’s soup in every country and culture. That really resonates with consumers and we communicated that in a big way through video, but to bring it to life on the ground and give people a chance to experience it physically is particularly powerful.” MELISSA MENDOZA CAMPBELL COMPANY OF CANADA ©DanielDutesco
  101. 101. Are our experiences engaging and driving interaction with our community of fans? ©DanielDutesco
  102. 102. 7. THEY CONNECT THE EMOTIONAL TO THE MATERIAL ©DanielDutesco
  103. 103. “[The pop-ups] are a deliberate plan as we want to make sure we are offering value beyond the product and giving our fans something other brands in this space don’t offer; true engagement and social values” BARRY MOORE - ADIDAS UK ‘THE X’ POP UP AT VICTORIA PARK, LONDON MARKETING IS NO LONGER JUST ABOUT “SHOWING OFF PRODUCT”  IT IS ABOUT CREATING VALUE BEYOND THE PRODUCT.  ©DanielDutesco
  104. 104. Fitness and health events throughout a 10-day period. Celebrating the launch of the technically advanced PureBOOST X trainer, the first trainer from Adidas made for women only. For the first time ever the park’s mile-long run route will stay open after dark. ©DanielDutesco
  105. 105. “Establishing an emotional connection by creating a true sensory experience around their products” ©DanielDutesco
  106. 106. CHANGING  HOW CONSUMERS INTERACT WITH THEIR PRODUCTS ©DanielDutesco
  107. 107. Are people connecting with us emotionally? ©DanielDutesco
  108. 108. 8. THEIR FOCUS ON EXPERIENCE AND STORYTELLING FIRST (AHEAD OF SALES) ©DanielDutesco
  109. 109. TESLA SHOWED THAT A DIFFERENT WAY TO SELL CARS WAS NOT JUST POSSIBLE BUT PREFFERED BY CUSTOMERS ©DanielDutesco
  110. 110. CAR POP-UP STORES HAVE BECOME COMMON PLACE ©DanielDutesco
  111. 111. CAR LAUNCHES THROUGH POP UP STORES ARE NOW COMMONPLACE - BECAUSE THEY SUCCEED BECAUSE PEOPLE ARE INVOLVED IN AN EXPERIENCE VS A TRANSACTION ©DanielDutesco
  112. 112. STORYTELLING IN THE POP UP CONTEXT IS ABOUT CREATING VALUE FOR BRAND OWNERSHIP THAT GOES BEYOND THE PRODUCT ©DanielDutesco
  113. 113. PRODUCTS AND EXPERIENCES THAT TRANSCEND THE TECHNICAL - eg. Mercedes Benz fragrance ©DanielDutesco
  114. 114. Mercedes me Store Hamburg combines vehicle presentation, catering, events, information and advice, as well as digital interaction and product experience  CREATING SPACES THAT COMMUNICATE THE BRAND VALUES
  115. 115. TOMMY HILLFIGER COLLABORATION WITH GIGI HADID ©DanielDutesco
  116. 116. CREATING TALK VALUE AROUND YOUR BRAND STORY ©DanielDutesco
  117. 117. PIER 16, NY ©DanielDutesco
  118. 118. OFFERING STORIES & EXPERIENCES THAT TRANSFORM THE VALUE OF OWNERSHIP ©DanielDutesco
  119. 119. STORY IS MORE IMPORTANT THAN SCALE ©DanielDutesco
  120. 120. ©DanielDutesco
  121. 121. THE SABLE ISLAND GALLERY IN NYC 123 ©DanielDutesco
  122. 122. 124 A PROJECT THAT GAVE PERSPECTIVE TO THE IMPACT OF CLIMATE CHANGE AND THE POWER OF EDUCATION ©DanielDutesco
  123. 123. IAMWILD IS A NEW GLOBAL PLATFORM FOR TRANSFORMING CONSERVATION. WE ARE CREATING A NEW SUSTAINABLE BUSINESS MODEL FOR THE PROTECTION OF WILD ECOSYSTEMS: DRIVEN BY ART & EXPERIENCE, PURPOSE & PROFIT. ©DanielDutesco
  124. 124. HOW CAN WE CREATE THE EXPERIENCE THAT COMMUNICATES THE REAL FRAGILITY OF THE ENVIRONMENT ©DanielDutesco
  125. 125. Self-Sufficient Low-Impact Movable Durable Designed by BeMaa Studio, Milan IAMWILD POP-UP MUSEUM ® ©DanielDutesco
  126. 126. 128 ©DanielDutesco
  127. 127. 129 A POP UP CAN BE INTEGRATED INTO ANY SETTING AND STILL DELIVER A CONSISTENT BRAND EXPERIENCE ©DanielDutesco
  128. 128. Are our activities creating incremental value for the brand ? ©DanielDutesco
  129. 129. These vectors change the way we need to look at engaging customers. THE FUTURE OF COMMERCE IS ABOUT CHALLENGING THE STATUS QUO ©DanielDutesco
  130. 130. THE RESULTING IMPACT POP-UPS HAVE RESHAPED THE RETAIL LANDSCAPE AND CUSTOMER EXPECTATIONS AND TRANSFORMED THE PERMANENT STORE EXPERIENCE IN THREE FUNDAMENTAL WAYS ©DanielDutesco
  131. 131. THE RELATIONSHIP ARE MOVING FROM A TRANSACTIONAL MODEL TO A PARTNERSHIP ©DanielDutesco
  132. 132. “Retailers have done a poor job of conneceng with customers. The key to selling is to forget sales and put the customer’s experience first. Our job is to make every GUEST feel like their eme in our store is the best part of their day, whether or not they buy anything”. PIRCH CEO – JEFFERY SEARS 5 years $225 million (2015 – 7 stores) $2,500 - Sales per square foot 3rd only to Apple and Tiffany’s “The inspiration for PIRCH was frustration.” ©DanielDutesco
  133. 133. Advisors felt spent hours developing and updating a single proposal, rather than investing in understanding and helping the customer imagine their new home. Today Pirch advisor focuses on outcomes vs individual products. COMMITMENT TO DELIVER Just 37% of leaders have a dedicated budget for customer experience improvement initiatives FORRESTER ©DanielDutesco
  134. 134. CONSUMERS EXPECT TO BE PART OF THE EXPERIENCE ©DanielDutesco
  135. 135. Samsung 837 blends culture with technology. CREATED A DESTINATION THAT INCREASES YOUR INTERACTIONS WITH THE BRAND ©DanielDutesco
  136. 136. THE CUSTOMER IS AS IMPORTANT TO THE EXPERIENCE AS THE STORE AND THE PRODUCTS ©DanielDutesco
  137. 137. CONSUMERS EXPECT YOU TO DELIVER THE UNEXPECTED ©DanielDutesco
  138. 138. POINT OF VIEW OF A MAGAZINE CHANGES LIKE A GALLERY SELLS THINGS LIKE A STORE ©DanielDutesco
  139. 139. ©DanielDutesco
  140. 140. IN CONCLUSION… A RETAIL SPACE CAN AND SHOULD TRANSCEND THE TRANSACTION. Pop Up Stores, if executed correctly are an opportunity to create value, engagement, test new commercial models, increase NPS scores and ultimately become more competitive. ©DanielDutesco
  141. 141. THE RESULT OF A RETAIL/COMMERCE APPROACH INSPIRED BY THE DRIVERS BEHIND POP-UPS EMOTIONAL AFFINITY RECOGNITION & REWARD BEHAVIOUR CREATE SOCIAL CURRENCY GIVE PRICE CONTEXT ©DanielDutesco
  142. 142. THE RESULT OF A RETAIL/COMMERCE APPROACH INSPIRED BY THE DRIVERS BEHIND POP-UPS EMOTIONAL AFFINITY RECOGNITION & REWARD BEHAVIOUR CREATE SOCIAL CURRENCY GIVE PRICE CONTEXT VALUE = ©DanielDutesco
  143. 143. “The greatest danger facing a brand is not rejection, but indifference.” Adam Morgan, Eat Big Fish POP UP STORES CAN DELIVER REVELANCE ©DanielDutesco
  144. 144. THE 8 VECTORS OF CUSTOMER ENGAGEMENT 1.  SELL CULTURE NOT PRODUCTS 2.  LEVERAGE CONSUMER PSYCHOLOGY 3.  BECOME OBSESSIVE ABOUT DATA & CUSTOMER EXPECTATIONS 4.  FOCUS ON YOUR FANS 5.  BRIDGE THE  PHYSICAL AND THE  DIGITAL  6.  CREATE SHARED SOCIAL SOCIAL EXPERIENCES 7.  CONNECT EMOTIONAL TO MATERIAL 8.  FOCUS ON EXPERIENCE AND STORYTELLING AHEAD OF SALES THE KEY IS TO START ©DanielDutesco
  145. 145. BECOME FUTURE-PROOF SEND EMAIL FOR A FREE EBOOK EARLY 2017 10 STEPS TO BUILDING A CONSCIOUS ORGANIZATION ©DanielDutesco
  146. 146. “The key reasons why companies excel or fail is their understanding of the essence of their customer and more importantly the essence of their own brand. They understand the fundamental truth, that the consumer experience is the brand. They understand that to set the tone and continue to be relevant in every touchpoint, whether physical or virtual, you need to put transformation at the core of what you do. We always strive to innovate and move into new territories, because of a very simple fact - our clients are already there.” DAVID GREENFIELD, GLOBAL SR DIRECTOR DIGITAL EXPERIENCE, ADIDAS ©DanielDutesco
  147. 147. ddutesco@agencearchipel.com daniel@iamwild.com +1.514.975.0477 @dandutesco DANIEL DUTESCO VP DIGITAL ARCHIPEL

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