5d: cx design

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