MashUp Popai Masterclass 2014 by Nicola Mansfield

Making sense of the

shopper environment

19 SEPTEMBER 2014THE SHOPPER ENVIRONMENT MASTERCLASS © MASH UP™ 2014PAGE 3

Agenda

An introduction to MashUp

What is customer experience?

The age of the customer

What does this mean for retailers?

What makes great customer experience?

How do we create customer exeriences?

What are we seeing in your sector?

How does this sit with you?


Introducing MashUp™

We are a global consultancy specialising in customer experience

strategy and design


Our difference

We’re a consultancy not an agency. No two solutions are the same. Our lean team of brand, retail and digital strategists and designers

assembles a purpose-built team of specialists for each project. The solution is right for you not our model.

We’ve banned the word ‘consumer’. Customers are people, consumers are numbers.

To tap into human solutions, we leave ‘consumers’ behind with the industrial age of production/consumption.

We put customers’ needs first. MashUp™ sees the world through your customers’ eyes.

By understanding what your customers really want, we help convert consumers into brand loyalists.

Our thinking is not constrained by the delivery method,

we stay focused on the solution. As channel agnostics, we don’t think in terms of advertising, or websites, or store design.

As a cross-disciplinary team, we see the world from multiple perspectives. Every opportunity is maximised to create sector-defining experiences.

Our team of global experts have decades of experience. Retail knows no boundaries, and nor do we.

Our picture is as broad as your business’ potential, and your customer’s reach. We have offices in Sydney, Singapore, London and Chicago.

We are pioneering customer experience

to give our clients a competitive edge. Our clients are ahead-of-the curven and will dominate and own customer experience ahead of competitors.

What is customer experience?


Customer experience

brand promiselogostaff

marketingcommunications

contentproducts

storesexhibitions

pop-ups signage graphics

events

websitesappsin-store digital gamificationsocial mediapersonalisation

Customer experience is so much more than customer service. It’s the total experience a customer has when they interact

with a brand, it’s physical spaces, and it’s virtual ecosystem.

PHYSICAL

BRAND

DIGITAL


Customer experience

This unique MashUp is the space we operate in. It’s a space that didn’t exist 5 years ago.

Customer experience is where the retail battle for supremacy will be fought and won.

PHYSICAL

BRAND

DIGITAL


Customer experience

Customer experience puts your customer at the heart of your business,

which is precisely where they expect to be.

Who decided the customer really is king?


Why customer experience matters

We have entered the age of the customer.

“Customer behaviour has changed more in the last 5 years than in the previous 50 years”

Faith Popcorn, Futurist


The forces of change

1. Societal change The post-industrial age has seen a paradigm shift of power from institutions to people. People are delivering solutions where corporations and governments have failed them.

It’s a community revolution.


Societal change

Community gardens

Hand made

Small scale

Co-work

Bespoke

Low run

Artisanal skills

Clothes swaps

Craftmanship at LV


Societal change

As they search for meaning, customers want to connect

with like-minded brands



2. Technological change Technology has connected people, given them a voice,

and the inclination to use it. People want input. The opinions of people will literally make or break businesses.

It is a new organising force and the ultimate tool for democracy.


Technological change

People and businesses are evaluated by their standing

on social media


3. Market changes Competition has never been fiercer with e-commerce startups

and international players all taking share of market. There has never been less differentiation between products.

It’s survival of the fittest.



Market changes

Customers have discovered their spending is power

What does this mean for retailers?


Why experience matters

With so many products competing for attention, customers’ reason-to-buy is not only product based.

The decision-to-buy is based on everything around a product.


Paradigm shift

Retail needs to shift from transactional to emotional


Look at what banking looks like today


We’ve got what we always wanted

Customers are engaged like never before


Engaged consumers

And now we have to keep them on our side


The solution

That’s why customer experience is the new holy grail

What makes great customer experience?


Your checklist

Know today’s customer.Know tomorrow’s customer.Look deeper to meet a need.Surprise to be memorable.

Innovate not immitate.Integrate integrate integrate.

Layer, don’t copy paste.Arrange internally.

Continuous learning.Continuous evolution.

Purpose + emotional + function = profound experience


If you’re still wondering

86% of customers will pay for better customer experiences. Customer Experience Index Report

Only 1% of customers are consistently satisfied.

Customer Experience Index Report

89% of customers began doing business with a competitor following a poor customer experience. Customer Experience Impact Report

Reducing customer defection by 5% can increase profitability by 25 to 125%. Leading on the edge of Chaos

How we create great customer experiences?


Our process

Customer experience

Design

Implementation

Understand objectives

Agree methodology

Audit Research

CX Strategy

Documentation

Build Rollout

Concept design

Design development

Testing

Design refinement

Prototyping

Instore testin

g

Design finalisation


Our process

CostingBest practie review

O U T C O M E

Build team and define project roadmap

BriefingUnderstand internal structure

O U T C O M E

Process, team and service recommendation

InterviewsSite visitsReview of collateralSocial media audit

O U T C O M E

Immersion and clarity on what to explore in research

Desk researchReview of dataEyetrackingAccompanied shopsFocus groupsOnline forumsCo-creation workshops (ext)

O U T C O M E

Identify the delivery gap

Customer journey mappingCo-creation workshop (int)Touchpoint linkages_brand strategy_retail strategy_digital strategy_content strategy

O U T C O M E

Customer experience solution

Understand objectives

Agree methodology

Audit Research

CX Strategy

The hardware sector


Your reality

Your product is distributed through a value-driven retail environment


Value-driven retail environment

Customers are shifting away from value-propositions. The businesses that are ranking highly in customer experience ratings are not about value.

People want more from a retail experience than value alone. How are your distributors responding to this shift?

Your brand positioning is impacted by your distribution. Seeing your brand in a value context creates an impact on the way customers understand your brand.

How can you let your customers have a real sense of your brand?

Your product attributes are communicated by staff you have no contact with. The key vehicle for information is staff you can’t manage.

They will be communicating their own personal perspectives. How can you manage the way information is disseminated?

You are competing with own / lo brand. With no way to communicate brand attributes, you are competing on price, against inferior product.

How can you put the value back into your product?

Can information compete with SKUs. How can a volume retailer accept floorspace being given to informational content?

In a value-driven superstore, all artisinal attributes are lost. A large scale environment with a broad network means the uniqueness of hardware is lost.

How can we tap into the surge of appeal for all things artisanal?


What comes next?

You’ve had a customer experience innovation

The opportunity


The opportunity


Shaping the economy

“The Maker Movement pumps $29 billion into the economy each year”USA Today 2013


It’s started


The next industrial revolution is the age of the customer

With production democratised, the possibilities are as big

as our imaginations


A discussion

How are your distributors responding to this shift?How can you let your customers have a real sense of your brand?

How can you manage the way information is disseminated?How can you put the value back into your product?

How can a volume retailer accept floorspace being given to informational content?How can we tap into the surge of appeal for all things artisanal?


A discussion

Do you agree customer experience is the future of retail?Do you know your customers well?

Do your competitors?Do you have any customer experience initiatives in place now?

Do your competitors?Will your business embrace customer experience?

What are the barriers that your foresee?Are you arranged internally to work in a cross-functional way?

How have you found your experience today?

We’d love to hear from you. We’d be more than happy to present

this content to your team. Thankyou.

The customer experience experts

50 Stanley Street

Darlinghurst NSW 2011

+ 61 2 8031 7722

www.mashup.com.au