5d: cx design
TRANSCRIPT
5D:CX DesignDesigning Immersive At-Purchase Moments
5D:
• What is 5D:CX • How immersion is evolving • The forces driving 5D • The impact to CX
There is a battle being waged
HeartMind Versus
Retail Emotional Equity Online Retailer Emotional Equity
Emotions matter
Re:Store Study, Shikatani Lacroix 2013
A state where the barriers between the physical and virtual
worlds disappear and create a deep emotional
connection.
“
”
The future of retail is 5D:CX
Immersion: A better reality
Augmented reality market will reach
$120 billion by 2020
Facebook Oculus Rift: $2 Billion
Google Magic Leap: $0.5 Billion
Microsoft Hololens: $.? Billion
Immersion = 5 Factors1. Allows Participants Intuitive Control
2. It’s a Highly Emotional Experience
3. Provides a High Level of Storytelling
4. The Experience is Stunningly Real
5. Technology is Invisible
3D Sight and Sound
ENTERTAINING
The Evolution of Immersion
4D Sight, Sound, Smell and Touch
KNOWLEDGE
4D Immersion = Scale and Interactive
4D Immersive Path To Purchase
Online Reach
Mobile Integration
Digital In-Store
Digital Sales Tools
Online Validation
ATTRACT TRANSACT RETAIN
Immersive Experiences l FLOW
Immersive Experiences l FLOW
Immersive Experiences l FLOW
Immersive Experiences l FLOW
The Evolution of Immersion
5D Total Sensory
IMMERSIVE
Kraft Foods RFP Presentation | July 24, 2014
Immersion as entertainment
Kraft Foods RFP Presentation | July 24, 2014
Immersion as a new world
Augmented Virtual
Immersion Platforms
Physical
Physical
Blurring the physical and virtual
Augmenting the physical with virtual
Virtually defining new worlds
80% Emotive Decision
Stand out from the crowd Have confidence in the future Enjoy a sense of well-being Feel a sense of freedom Feel a sense of thrill Feel a sense of belonging Protect the environment Be the person I want to be Feel secure Succeed in life SOURCE SCOTT MAGIDS, ALAN ZORFAS, AND DANIEL LEEMON
FROM “THE NEW SCIENCE OF CUSTOMER EMOTIONS,” NOVEMBER 2015
25%
Source: Brand Sense and The Impact of Sensory Environments on Spagoers’ Emo;on and Behavioral Inten;on, Conrad N. Hilton College of Hotel and Restaurant Management University of Houston, Houston, TX
Emotions =Sensory Experience
58%
31% 41%
45%
Millennials Early Adopters
Mobile Enabled 81% Smart Phones 81% Laptop 58% Tablet
Online Shoppers 38% Music 35% Travel 31% Books
Urban Dwellers 46% Live in Urban Centers
Online Influenced 63% Blogs/Social Media 28% Friends and Family 24% Retailer’s Website
Heavy Social Users 87% Very to O[en Usage
Leading Edge 23% Innovators 17% Early Adopters
64%Want Shared Experiences
51% Control the Outcome
53%Experiences Drive Loyalty
65%Entertaining Benefits
63%Memorable & Rewarding
60%Sense of Discovery
31%Interactive Control
High Impact Medium Impact
Interactive and virtual reality high awareness and impact
Home Decor, Banking and Hardware Opportunity
First Choice Second Choice
The Immersive New Path To Purchase
Online Virtual Shopping
Always Connected Internet of Things
Immersive In-Store
Augmented Sales Tools
Predictive Customization
Immersion = Emotional Connections
1. It’s about the experience and not the technology or software
2. Success will be determined through how users feel and not think
3. The lines between design disciplines will dissolve and blur
THANK YOUQuestions - Feedback
Jean-Pierre LacroixPresident, Shikatani Lacroix www.sld.com