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1 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
CUSTOMER
ENGAGEMENT VIA
GLOBAL TRENDS ConsumerLife, Futurebuy findings
Norrelle Goldring, October 2015
2 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Agenda: 6 global trends for today
Per trend:
What it is 1
How it plays out: ConsumerLife and Futurebuy proof points 2
Examples of companies leveraging the trend 3
3 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Asia-Pacific
• Australia
• China
• Hong Kong
• India
• Indonesia
• Japan
• Malaysia
• Singapore
• South Korea
• Taiwan
• Thailand
• Vietnam
North America
• USA
• Canada
Western Europe
• Belgium
• France
• Germany
• Italy
• Netherlands
• Spain
• Sweden
• UK
Central/Eastern Europe
• Czech Republic
• Poland
• Russia
Latin America
• Argentina
• Brazil
• Mexico
• Peru
Middle East/Africa
• Egypt
• Ghana
• Kenya
• Nigeria
• South Africa
• Turkey
• 30,000+ consumers each year
• Running 20 years
• Consumers aged 15+
• Between 1,000 and 1,500 consumers
per market
• Covering c.84% GDP
• Data available for Oz 2009 onwards
“Largest, longest-standing and
most robust consumer trends
study in the world”
GfK Consumer Life | Overview
4 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
GfK Consumer Life | Topic coverage
Food and beverage
Aspirations, life attitudes
Technology and media
Health and personal care
Advertising & brands
Money & finance
Consumer mood
Travel and automotive
Influences & information
Retail & shopping Leisure and lifestyle
Personal Values
Environment & CSR …and more
Insights in to virtually all dimensions of life…
…providing a holistic view of consumers’ lives
5 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
GfK Futurebuy 2015 Overview
25 Countries … 15 Categories …
Australia
Canada
Mexico
US Romania
Germany Poland
Spain
France
Russia
Bulgaria
Columbia
Argentina
Brazil
Korea China Japan
Futurebuy is GfK’s proprietary survey of shopper attitudes and behaviours- run annually since
2009
FMCG Consumer Durables
Beauty and Personal Care
Packaged Food/Bev
Household Washing and
Cleaning products
OTC Healthcare
Consumer Electronics
Mobile Phones
Home Appliances
FMCG Consumer Durables
Financial Services
Healthcare Services
Meals at Restaurant
Automotive
Toys
Apparel
Home Improvement
Home and Garden
20
minute
Online Survey N = 1000 per country (18+)
6 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
6 global trends for today‘s presentation
Selected from 12 ConsumerLife ‘Trendkeys’
7 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
The 6 trends we’ve chosen for today’s presentation 12 Global Trends under 5 Themes that represent genuine, long-term shifts in the attitudes and behaviors that shape consumers’ needs
Sense of Well-being
Streamlined
Satisfaction We Are All Influencers
Eco-citizenship Identity
Considered
Consumption Instant Everywhere Experience Safe & Secure
House to Home Redefining Value
Prevention Engaging in proactive
and peace-of-mind
strategies
Conscientious Choices increasingly
influenced by social
considerations
@Home
Wherever Connecting with consumers
on their terms
Me-ism Brands channel self-
expression and
personal influence
Expectation More…is no longer
enough
8 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Translation of global trends into some (not all) customer
engagement drivers
Trend Engagement Driver Translation
Instant Everywhere Micro-moments, mobile, omnichannel, shop & deliver anywhere,
convenience
Experience Collaboration, emotion, humanising retail, novelty & fun
We’re all influencers now Reviews, sharing economy, social media role
Identity Co-creation. Know me to tailor products, services & offers to me
Streamlined Efficient, easy, simple, one-tap/one-click, choice and complexity reduction
Safe & Secure Cyber privacy & security, risk mitigation eg guarantees
9 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Some Caveats for what you’re about to see …
• There is some crossover with execution of the trends – a single application may
talk to more than one trend
• It’s rare to find a company doing everything well. Tends to be pockets of
excellence on certain things within certain companies
• Range of examples to cover the various industry sectors and interests of those in
the room.
10 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia “What do I want? Everything. When do I want it? Now!”
Instant Everywhere Global Trend | TrendKey
11 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
360º Convenience
On-demand
Stretched Lives
Empowerment
Immediacy
Flexibility
Service
Connectivity
Instant Everywhere | Insight & Keywords
I n s i g h t
I expect to have access to goods,
services and entertainment around-the-
clock and on-the-go, delivered wherever
and whenever I dictate, in a format I
demand. As I feel under more time
pressure than ever before, convenience
is a must, and products and services
that help me to save time and effort are
a real bonus. Anything that cuts down on
chores and leaves me with more leisure
time is also to be welcomed.
K e y w o r d s
88% Med-High Impact
12 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Consumerlife proof points
It is important to always be
reachable wherever I am
Satisfaction with availability of
online ordering and home delivery
Innovation means … A faster
way of doing something
I really need the shops and services I use to be
available at all times
I'm willing to settle for an inferior product or
service if it's available when I need it
24/7
27% 50% 25%
20% 10%
13 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
In Australia, the continued growth of shopping tasks via mobile devices is at
the expense of PCs – we’re becoming more mobile in our shopping
Australia
88
24
23
15
Computer at home
Computer at work
Smartphone
Tablet
2013
81
17
34
24
2014
80
16
41
29
2015
%
Q12 Which of the following devices have you used to help you shop for a product in the past 6 months?
Source: Futurebuy 2015 Australia data
14 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Shop en Route with ‘Click and Collect’ … anywhere
Boxeway, Argentina
Click & Collect lockers in high-traffic areas such as
gas stations and train terminals. Lockers are rented
out by retail brands who contact their customers via
text or email when the item has reached the locker.
InPost, UK
A network of 1,000 parcel lockers for
marketplace sellers and businesses
ParcelPod, UK
Parcel and mailboxes for unattended deliveries
– at your home or place of your choosing
15 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Webcam enabled live chat with company staff
Source: Trendwatching.com
• Mumbai-based IndusInd Bank Video Branch: a
service that provides video conferencing with branch
managers. Via a free desktop or cellphone app,
customers can schedule and participate in video
calls, complete transactions and access a contact
centre
• Bank of America Express Branches feature ATMs
that allow live video chat with bank staff
And then there’s … US insurance company Esurance – webcam enabled vehicle accident appraisals via
smartphone.
16 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Experience Global Trend | TrendKey
As consumers become more sophisticated, the focus turns from ‘what I’ve got’ to ‘what I do’.
17 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Social & Cultural Capital
Shared Experiences
Novelty & Fun
Entertainment
Exploration
Sensory Stimulation
Excitement
Happiness
Experience | Insight & Keywords
I n s i g h t
I define myself by what I’ve done and
where I’ve been rather than by material
possessions and the stuff that surrounds
me. I am always on the look-out for
anything new and exciting as I like to
experience things first. I seek novelty
and fun even in everyday products and
services. Of course it’s not just about
thrill-seeking and excitement but also
shared experiences that my friends and
family can treasure.
K e y w o r d s
71% Med-High Impact
18 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Consumerlife proof points
I am always looking for novelty
and fun, even in everyday products
My home is a social hub and I
often socialize there
My home is an entertainment centre
where I have fun and enjoy myself
Experiences are more important than
possessions
Innovation means … A more fun or exciting
way of doing things
15% 12% 29%
38% 18%
19 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
If experiences are more important than products,
then storytelling = storyselling
An incredible idea makes people believe. An emotional idea makes
people care. Right stories make people act.
20 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
BOQ – Humanising Retail Banking
If this looks or feels anything like a bank, I’ll
walk out!” - BOQ CEO, Stuart Grimshaw
Objective: deliver a customer experience that aligns
with new positioning -"It's possible to love a bank!"
Results:
* In its first week this
branch outperformed No.1
flagship store on Queen
St, Brisbane
* 75% of new business
written in the first 3 weeks
from customers who have
never had a BOQ product
before
21 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Peach bum pants crack the Chinese fruit market
Objective: boost sales ahead of China’s version
of Valentine’s Day
What: fruit vendor in Nanjing dressed the fruits in
miniature versions of women’s lingerie and sold
them for a jaw-dropping 498 yuan (US$80) for
nine naughty peaches.
Result: The idea quickly became a hit, causing
the vendor’s online fruit sales to skyrocket and
inspiring copycats, despite the astonishingly high
price.
22 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
We’re All Influencers Now! Global Trend | TrendKey
Technological developments have made it easier than ever for consumers to influence
one another.
23 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Connected
Recommendation
Listening
Word of Mouth
Trusted Opinions
Advocacy
Real-Time Reviews
Crowdsourcing
We’re All Influencers Now! | Insight & Keywords
I n s i g h t
In a world of infinite choice and
information, it’s becoming harder for me
to make the right decision. I’m
increasingly skeptical of the claims
made by manufacturers and marketers,
so I look to the views and reviews of
fellow consumers to help me choose. At
the same time, I’m willing to let people
know what I think and to share my
perspectives with others, both good and
bad.
K e y w o r d s
85% Med-High Impact
24 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Consumerlife proof points
I go out of my way to tell other people
about products and services I really like
I am interested in other people's opinions
about what products and services to buy
Interested in the use of
peer-to-peer services
18% 21% 28%
My friends and family really rely
on and trust my advice about
food and cooking.
Only 13.8% Don't ever
recommend products and
services
Technology helps to … Make me
feel connected
17% 13.8% 67% 27%
It is important to always be
reachable wherever I am
25 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
In shopping, opinions of family & friends, strangers and 3rd party
professionals are all ‘important’, and growing in importance
“IMPORTANT” AVE %
Opinions of family/friends/colleagues 39
Retailer websites 38
Product samples/demos 37
Brand websites 36
Online expert reviews 36
Price comparison/discount websites 35
Online reviews from other shoppers 35
Product packaging 34
Store circulars/flyers 33
Coupons 33
Consumer opinion websites 32
Brochures/flyers 32
TV or print advertising 31
Social is key to the future of
shopping.
31% say that social networks
have become as important as
other information sources to
make the best product choices.
This rises to 69% for ‘Leading
Edge Consumers’.
Source: Futurebuy 2015 Australia data
Q8 When shopping for [category] how important was each of the following factors in your shopping
decisions? Top 2 Box, average across categories
26 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
How do you love your Vegemite? 2008 … and still going as a platform
Background: In 2007-8 Vegemite HHPen was in
decline. Traditional target markets, and no
product innovation. But research yielded some
unexpected usage occasions.
What: Viral marketing campaign ‘How do you
love your Vegemite?’ inviting users to tell their
Vegemite usage stories in social media
Results: 262K+ hits to the ‘HDYLYV’ website
during the campaign. 31M+ digital ad
impressions. Sales up 5% vs best year. OOS.
Led to Cheesy Bite.
27 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Restaurant provides perfect conditions for foodstagrams
Objective:
Enable El Burro restaurant customers to take
professional-style Instagrams of their meals.
How:
A small, portable lighting studio has been
placed inside the restaurant. The machine lets
diners place their meal inside and then select
various lighting options using the buttons on
the front. Once they’ve picked the perfect
ambient lighting, they can take a photo with
their smartphone and upload it to Instagram.
28 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Identity Global Trend | TrendKey
“Carving out and protecting my identity, being free to be my own person.”
29 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Individuality
Self-expression
Bespoke
Tailored
Targeted
Personality
Customized
Unique
Identity | Insight & Keywords
I n s i g h t
I am my own person and will live, act
and express myself accordingly.
I expect brands to treat me as an
individual and not define me by my age
or gender. I am not a stereotype.
Because of this, I am attracted to brands
and products that make a positive
statement about who I am, although I
don’t define myself by those brands.
K e y w o r d s
87% Med-High Impact
30 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Consumerlife proof points
My individuality is reflected in how I look
and what I buy
I like to buy products that can
be tailored to my needs
20% 23%
Innovation means … Being unique and
really different
My home is an expression of myself
18% 29%
31 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Loyalty getting harder to come by, but can be driven through
co-creation and collaboration with shoppers
63
61
46
63
59
59
60
42
56
60
I am now less loyal to any one brand as I need to shop around more to
find the best values
I am now less loyal to any one retailer, because I have to shop around
more to find the best values
I would be more loyal to a brand/retailer that lets me give input or help
shape the products/services I buy
It is important to me that the price of an item be the same whether I
buy it online or in-store
Shopping online saves money
Loyalty
Price
2015
2014
%
Q3A_14 Please indicate how much you agree or disagree with each statement as it relates to your shopping experiences in general across the many different kinds of products
and services you shop for
Source: Futurebuy 2015 Australia data
32 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Target Australia’s next generation store free ‘Style Me’ service
Dedicated stylists:
• Talk to customers about the latest
fashion, style customers with what
looks good,
• Take them to a special area where
they will fit them
• Go through all fashionable pieces that
are on the floor
• Can be booked in or done on-the spot
Stores also have digital photo kiosks
which serve as tshirt printing stations for
one-offs and short runs.
33 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Tory Burch staff ‘client book’ ipads aid customer
recommendations instore
Provides information on customer’s prior purchases and
online lists to store associate
The average order for Client Book customers is 62%
higher than the typical Tory Burch customer
34 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
3D printed spectacles fit wearer’s face perfectly
Protos Eyewear using crowdfunding is a
new startup that uses 3D printing to tailor
each pair of glasses to the shape of an
individual’s face.
Protos currently offers 24 different styles of
frame that can be altered on the fly to cater
for each customer’s needs.
Customers send two photographs of
themselves when ordering a pair – one
head-on and one side profile, which helps
the team to adjust each design to fit the
customer’s face perfectly.
35 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Izzy’s Ice Cream (2 stores) – ‘Flavor Up’ updated every 3
mins – they SMS you when your favourite flavour is in store
36 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Streamlined Global Trend | TrendKey
‘Less is more’ for some, but many just want to bring a little order to their cluttered lives.
37 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Simplicity
De-cluttered
Uncomplicated
Minimalist
Innovation
Rationalisation
Choice Curation
Stress Reduction
Streamlined | Insight & Keywords
I n s i g h t
In a world of complexity, change and
choice, I look for brands and services
that can make my life simple,
manageable and uncomplicated. I
appreciate the benefits that technology
brings, but at the same time I don’t want
these developments to take over my life.
I’d like a calm, ordered, and pared-down
lifestyle to help me face the increased
stress of modern life and to focus on the
essentials.
K e y w o r d s
90% Med-High Impact
38 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Consumerlife proof points
I am always looking for ways to
simplify my life If a new technology product
is not simple to use, I lose
interest in it
Innovation means … An
easier way of doing
something
27% 28% 41% 21%
I am prepared to pay more for
products that make my life
easier
Having less choice makes it easier
for me to make a purchase decision
I often feel overwhelmed with
information when I am making a
large purchase
Technology helps to … Make life
easier
20% 19% 71% 29%
I lose interest in any product or
service that is too complicated to use
Innovation means …
Simplifying something that
was too complex
27%
39 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
For shopping, Australians use mobile devices first and foremost to make the
sourcing task easier, quicker and more efficient with less wasted time
‘running around’
26
26
17
17
16
To search for information about the product/service
To compare prices or request price match
To locate a store
To check availability of a product in store
To access reviews of the product/service
Top – info, price, location, avail
To search for information about the product/service
To compare prices or request price match
To locate a store
To check availability of a product in store
To access reviews of the product/service
Q16 Let’s focus on the last time you used your device to help you shop. In which of the following ways did you use your device when you were shopping
Source: Futurebuy 2015 Australia data
40 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Australia is the 4th most cashless nation in the world*
More than half of our sub-$100 credit card transactions are tap & go.
37
27
28
4
4
Cash
Credit Card
Debit Card
Mobile device
Other
35
28
30
4
4
Cash
Credit Card
Debit Card
Mobile device
Other
2014 2015
Q18B Thinking about all of the products and services you buy on a regular basis, what percentage of transactions do you estimate you pay for using each method below?
To the extent we currently find mobile payment apps clunky and want just one easy-to-use system, not
multiple platforms.
*Source: RBA CapGemini 2015 Source: Futurebuy 2015 Australia data
41 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Paying with their faces
Description
Consumers who shop at 100% Genuine Imported Food
Chain Stores in Shanghai now need only to present
their faces and hands to complete a financial
transaction.
The ‘face pay’ technology measures and records the
capillary network data of customer’s faces and hands
using the registers. Each head and pair of hands have a
unique network of tiny blood vessels. Using an
algorithm and specialized devices, thermal scanning
can record the information much like a fingerprint.
Transactions using this technology are expected to be
not only more convenient but more secure.
42 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Multi-purposism: Add-on turns bike helmets into a lock
Description
Belgium-based sportswear company Lazer
has developed the Cappuccino Lock, a
helmet strap add-on that enables bike
owners to use their helmet to quickly lock
both.
The pocket-sized device works with any
helmet that uses a typical buckle fastener.
43 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Safe & Secure Global Trend | TrendKey
A willingness to exchange money and time for peace of mind.
44 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Reassurance
Protection
Trust
Security
Fear Negation
Assuagement
Anxiety
Risk Aversion
Safe & Secure | Insight & Keywords
I n s i g h t
I want to be kept safe and secure in a
world of increasing uncertainty, threats
and danger (both real and perceived).
As I become more risk-averse and
anxious about my world, I need constant
and timely reassurance that the brands
and services I choose are safe for me
and my family. All institutions and
companies will need to work harder to
earn and keep my trust in a world of few
sureties and more choice.
K e y w o r d s
71% Med-High Impact
45 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Consumerlife proof points
Only half are satisfied with the security of their personal
info and identity
Most concerned about ...Crime and
lawlessness
Most concerned about
...Terrorism
27% 31%
I am always concerned about my
safety and security
It is very important to actively
manage my online identity and
personal information
Technology helps to … Make me
feel safe
25% 38% 42% 60%
My home is a place where I feel
safe and secure from the
outside world
7% 42% 34% 12% 5%
Completely Satisfied Fairly Satisfied
Neither Satisfied nor Dissatisfied Not Too Satisfied
Not At All Satisfied
But ironically …
46 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Privacy is big and getting bigger as an issue, but conversely shoppers
increasingly like tailored recommendations based on their purchase
behaviour (identity)
Control is linked to both of these – tailored recommendations means greater efficiency.
69
37
66
66
66
35
62
63
I am more concerned about the security of my personal information
when shopping online than I am when shopping in a store
I like it when a website keeps track of my visits and then recommends
things to me
I’m learning how to shop more efficiently and better than before
I feel like I am in more control than ever before when choosing the
best products to buy
Privacy
Control
2015
2014
%
Q3A_14 Please indicate how much you agree or disagree with each statement as it relates to your shopping experiences in general across the many different kinds of products and
services you shop for
Source: Futurebuy 2015 Australia data
47 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Whilst mobile payments have positives around speed, convenience
and efficiency, more than half have security and privacy concerns
28
28
26
25
21
20
Making payments with mymobile device is faster than…
Having all my payment methodstogether in one place on my…
Making payments on my mobiledevice makes my shopping…
Making payments with mymobile device is easier than…
Making payments with mymobile device is more secure…
I prefer to make payments withmy mobile device whenever…
59
44
23
I’m worried about my personal information when using a mobile
payment app
Mobile payment is more of agimmick today than a major part
of how I pay
I am confident that my mobiledevice payments are 100%
secure
Making payments with my mobile device is
faster than other methods
Having all my payment methods together in
one place on my mobile device is a major
convenience for me
Making payments on my mobile device
makes my shopping more efficient
Making payments with my mobile device is
easier than other methods
Making payments with my mobile device is
more secure than other methods
I prefer to make payments with my mobile
device whenever possible
I’m worried about my personal information
when using a mobile payment app
Mobile payment is more of a gimmick
today than a major part of how I pay
I am confident that my mobile device
payments are 100% secure
Positives Negatives
Q18F Thinking about your experience with mobile payments in general, how much do you agree or disagree with…
“I look forward to being able to pay for more and more transactions from my mobile device.”
2015 = 30% vs 2014 28% … creeping up slowly
Source: Futurebuy 2015 Australia data
48 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
BMW i3 : Electric car owners get access to petrol vehicles to ease
‘travel range anxiety'
• When BMW launched electric i3, owners
would also get reduced rate, on-demand
access to a gas-powered car.
• BMW partnered with car rental service Sixt
to offer i3 owners a 20% discount when
hiring a BMW car through Sixt.
• The BMW i3 has an approximate driving
range of 160km, and the Add-on Mobility
service is intended for motorists planning a
trip beyond that range.
Source: Trendwatching.com
49 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Smog couture marries high fashion with protection
What:
Fashion meets protection as China battles toxic air in
its major cities.
How:
Presented by designer QIAODAN Yin Peng during
Mercedes-Benz China Fashion Week in late 2014,
the sports wear line accents its futuristic looks with a
wide array of breathing masks that match the
clothing. Masks vary from full-face cover, eg a
fencing mask, to angular lightweight mouth-covering
designs to compliment running gear.
50 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Summary
51 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Instant Everywhere
• Be where your shoppers are, with what they need at that journey stage
• Mobile devices will become the pivot for omnishopping
Experience
• Make customers feel good about their choice
• How can you make customers’ experience entertaining, fun, stimulating, positively emotional?
• Sell to need states and experiences, not products and categories
We’re all influencers
• Given low levels of loyalty, retailers need to harness their advocates.
• How can you tap into customers’ word of mouth? How can you generate it?
• Embrace both the good and bad feedback – and act on it transparently
Summary (1)
52 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Identity
• Retailers and manufacturers will collaborate with customers and competitors to raise the bar in retail
• Organisations should consider more collaboration and co-creation programs with customers to increase loyalty.
Streamlined
• How can you make it one click/one tap?
• How can you help customers simplify their lives?
• How can you curate what customers see?
Safe & Secure
• Trust can be built using customer data in relevant ways to overcome privacy concerns
• How can you take the risk out of a customer’s decision or purchase?
• Do you know what your customers are worried about with the products you sell?
Summary (2)
53 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
THANK YOU
Ask us about:
• Customised Futurebuy 2015
report for your category
• ConsumerLife and Trendkey
reports
Norrelle Goldring
Regional Shopper Lead, APAC
P: +61 2 9900 2888 | M: +61 437 335 686
Further retail-related reading:
• Deloitte ‘Navigating the Digital
Divide’, 2015
• IBM ‘Smarter Consumer Study,
2015
• Deloitte ‘Mobile Retail Influence
Factor’, 2012
54 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Appendices: TrendKey Definitions
55 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Heritage
Provenance
Conscious Consumption
Transparency
Integrity
Respect
Authenticity
Fair Trade
Considered Consumption | Insight & Keywords
I n s i g h t
Every purchase decision I make says
something about me. I value companies
that are honest and transparent in
everything they do and say and have
nothing to hide. I want to make
purchases with a clear conscience in the
knowledge that I’m doing the ‘right’ thing.
K e y w o r d s
56 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Critical Consumers
Quality
Choice
Best Value
Durability
Guarantee
Cost/Benefit (Value Equation)
Savvy Shopper
Redefining Value | Insight & Keywords
I n s i g h t
As a price-conscious, critical and savvy
consumer, best value, as opposed to
just best price, is top-of-mind for me and
shapes my shopping behaviour and
brand choice. I demand and expect to
receive quality and value at all price
points. This doesn’t mean that I’m only
going to buy prestigious brands. I will
consider any options that offer me
quality without compromise.
K e y w o r d s
57 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Indulgence
Fulfillment
Gratification
Reward
Extravagance
Surprise & Delight
Exceed Expectations
Best-in-Class
Satisfaction | Insight & Keywords
I n s i g h t
I want to have fun and feel special with
every activity and purchase. I expect to
be indulged, excited and rewarded by
everything I buy and every activity I
choose to do. Fail to deliver and I will
happily look elsewhere for a brand or
service that can meet and exceed my
expectations. After all, I and my loved
ones are worth it, and both our time and
money are precious commodities.
K e y w o r d s
58 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Sanctuary
Habitat
Investment
Status Symbol
Nesting
Cocoon
Professional Quality
Entertainment Hub
House to Home | Insight & Keywords
I n s i g h t
My home is my haven of peace, my
fortress and protection from an unstable
world. My home is a reflection of who I
am and what I value, a place where I
can care for and entertain my friends,
family and neighbours. Spending time at
home shouldn’t mean that I miss out on
what’s going on in the world, so I
appreciate products and services that
augment my in-home experience.
K e y w o r d s
59 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Pursuit of Wellbeing
Inner & Outer Beauty
Nutrition
Healthy Options
Health Gap
Balance
Youthfulness
Be-Your-Best
Sense of Wellbeing | Insight & Keywords
I n s i g h t
It is important for me to look good and
feel great at all times in both mind and
body. My outward appearance reflects
my inner peace and satisfaction.
However, given all the pressures on my
time and pocket, I find this hard to
manage. I actively seek out brands,
products and services that can help me
achieve my goals.
K e y w o r d s
60 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia
Corporate Citizenship
Eco-friendly
Green Guilt
Eco-conscious
Greenwashing
Sustainability
Green Awakening
Reduce, Reuse, Recycle
Eco-Citizenship | Insight & Keywords
I n s i g h t
Increasingly I think about the impact that
environmental pollution and global
warming is having on my life and that of
my children. When choosing which
products to buy and services to use, I
consider the consequences that my
actions have on the planet; and I expect
companies and brands to act on my
behalf. Wherever possible I will do what
I can to reduce my impact even if that
means consuming differently or
consuming less.
K e y w o r d s