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© 2011 Accenture. All Rights Reserved. Marco Dini for Association des Industries de Marque, Brussels - September 29 th , 2011 Facing opportunities in the consumer touchpoints galaxy

Facing opportunities in the consumer touchpoints … · Facing opportunities in the consumer touchpoints galaxy © 2011 Accenture. All Rights Reserved. “Accenture Customer Innovation

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Page 1: Facing opportunities in the consumer touchpoints … · Facing opportunities in the consumer touchpoints galaxy © 2011 Accenture. All Rights Reserved. “Accenture Customer Innovation

© 2011 Accenture. All Rights Reserved.

Marco Dini for Association des Industries de

Marque, Brussels - September 29th, 2011

Facing opportunities in the

consumer touchpoints galaxy

Page 2: Facing opportunities in the consumer touchpoints … · Facing opportunities in the consumer touchpoints galaxy © 2011 Accenture. All Rights Reserved. “Accenture Customer Innovation

© 2011 Accenture. All Rights Reserved.

“Accenture Customer Innovation Network” and myself

2

India Delivery

Centres Consumer

Goods

(Hyderabad)

Technology Labs

Bangalore, India

Operations

(Madrid ISC) CRM, S&M,

BI, Planning

(Milan ISC)

Accenture Customer

Innovation Network

Chicago

Accenture Customer

Innovation Network

Shanghai

Accenture Customer

Innovation Network

Milan

Philippine

Delivery

Center

(Manila) Supply Chain

(Barcelona ISC)

Technology Labs

San Josè,

California

Technology

Labs

Chicago, Illinois

High Performance Business

Showcase

Murray Hill, New Jersey

London, UK

Technology Labs

Sophia Antipolis

SAP Retail

(Bilbao)

Delivery Center

(Napoli)

Value Led ERP

(Bangalore)

Oracle Retail

(Lodz)

Connect with Subject Matter Experts

Discover new ideas & emerging technologies

Monitor consumer and market trends

Accenture Customer Innovation Network

Accenture’s global network of CG&S Industry Solution

Centers

Global Delivery Network

Accenture Technology Labs

Page 3: Facing opportunities in the consumer touchpoints … · Facing opportunities in the consumer touchpoints galaxy © 2011 Accenture. All Rights Reserved. “Accenture Customer Innovation

© 2011 Accenture. All Rights Reserved.

Next generation consumer: from Retail to ME-tail

3

Page 4: Facing opportunities in the consumer touchpoints … · Facing opportunities in the consumer touchpoints galaxy © 2011 Accenture. All Rights Reserved. “Accenture Customer Innovation

© 2011 Accenture. All Rights Reserved.

Consumers are always communicating

Interconnected

4

New

Consumer

Savvy

Alternate channels empower consumers

Conscious Customers are concerned about health and the environment

On the Go Consumers are impatient and constantly on-the-go.

Companies are facing a changing consumer ...

85% of the world's population lives in emerging markets

New

Customers are calling for tailoring and personalization

Fragmented

Page 5: Facing opportunities in the consumer touchpoints … · Facing opportunities in the consumer touchpoints galaxy © 2011 Accenture. All Rights Reserved. “Accenture Customer Innovation

© 2011 Accenture. All Rights Reserved.

… more and more tech oriented and digital …

5

Over

70% of the worlds

population now have a

mobile phone

90% US 67% Developing

Nations 120%

Europe

Mobile Phone

Penetration

Worldwide Internet

traffic grew

62% in 2010

In Eastern Europe and India/South Asia, average traffic growth

exceeded 100%

Data Volumes

More than

800M users

75% of users are more likely to purchase from a

brand they follow

More than

350M mobile users

More than

200M users

Social Network

Global

smart phones penetration is

17%

In 2013 an estimated

$29,5 bn will be

spent on app only 73% a book!

85% of kids WW owns a phone

Smart-Phone

Page 6: Facing opportunities in the consumer touchpoints … · Facing opportunities in the consumer touchpoints galaxy © 2011 Accenture. All Rights Reserved. “Accenture Customer Innovation

© 2011 Accenture. All Rights Reserved.

Is your company on Facebook? Is on mobility with apps? Do you interact with the consumer on blogs? How do you ensure relevance on those channels?

… even more than companies themselves!

6

Do you know how many of your consumers use a smartphone to get information about products? How many shop your products directly from mobile?

How many employees are using corporate applications on the mobility platform and iPad?

Are you able to access CRM or reporting tools via mobile?

Silent Survey

Page 7: Facing opportunities in the consumer touchpoints … · Facing opportunities in the consumer touchpoints galaxy © 2011 Accenture. All Rights Reserved. “Accenture Customer Innovation

© 2011 Accenture. All Rights Reserved. 7

Environment

Vehicle

Physical Digital

Store Office

Gym

Concert

Pub / Lounge

Parking

Library

School

Web

Hairstylist

Mobile

Airport Station Hotel

Restaurant/ Café

In the street

Home

Museum

Outdoor

Oil station

Theatre Cinema

Catalogue

Newspaper

Leaflet

Store window

Vending machine

Sales

Assistant

Loyalty card

Kiosk

Contact center

E-mail

Social Network

Website

Bluetooth

SMS/ MMS

Videogames

TV/Radio

advertisement

TV/Radio shows

Movie

Billboard

Promoter Product

Radio

TV

Cars

Relation between consumers and companies happens now on a multitude of

touchpoints, both physical and digital, that create a novel, highly complex blended

ecosystem

Content

News Information

Socialization

Networking

Sample

Promotion

Emotion

Participation

Page 8: Facing opportunities in the consumer touchpoints … · Facing opportunities in the consumer touchpoints galaxy © 2011 Accenture. All Rights Reserved. “Accenture Customer Innovation

© 2011 Accenture. All Rights Reserved.

Environment

Vehicle

Physical Digital

StoreOffice

Gym

Concert

Pub / Lounge

Parking

Library

SchoolWeb

Hairstylist

Mobile

Airport Station Hotel

Restaurant/ Café

In the street

Home

Museum

Outdoor

Oil station

Theatre Cinema

Catalogue

Newspaper

Leaflet

Store window

Vending machine

Sales

Assistant

Loyalty card

Kiosk

Contact center

E-mail

Social Network

Website

Bluetooth

SMS/ MMS

Videogames

TV/Radio

advertisement

TV/Radio shows

Movie

Billboard

Promoter Product

Radio

TV

CarsContent

News Information

SocializationNetworking

Sample

Promotion

Emotion

ParticipationME-tail & WE-tail

Revolution

(Retailers?) will create new relevance in the

store Leading companies will ignite a dynamic network to deliver

their solutions

Transparency will be reality, consumers will demand results, not

products

Consumers’ craving for “Fast Fashion” will demand a new

operational standard

Channels will be reinvented to engage the next revolution of

shoppers

Provocation: from Retail to ME-tail and WE-tail, how will you be in 2020?

Page 9: Facing opportunities in the consumer touchpoints … · Facing opportunities in the consumer touchpoints galaxy © 2011 Accenture. All Rights Reserved. “Accenture Customer Innovation

© 2011 Accenture. All Rights Reserved.

(Retailers?) will create new relevance in the store

COMPANIES SHOULD CONSIDER

Value beyond distribution Negotiating recoil Precision retailing

CPG

companies

act like

retailers

Deals

tailored to

shoppers

behaviors

Experiential

retail

By 2020, how will the physical store

change?

Larger About

the same

Smaller

3%

51%

Fundamentally

different

39%

7%

Page 10: Facing opportunities in the consumer touchpoints … · Facing opportunities in the consumer touchpoints galaxy © 2011 Accenture. All Rights Reserved. “Accenture Customer Innovation

© 2011 Accenture. All Rights Reserved.

COMPANIES SHOULD CONSIDER

Convergence of Media, Telecom & Retail Dialogue versus Monologue Stores are not Primary

Consumers

personalized

on-line shop

Consumers

set the

offering using

Twitter

Virtual display for

tube-Commerce

Channels will be reinvented to engage the next revolution of consumers

49% of shoppers are using

different retail formats to get special offers

60% of shoppers expect to

spend more online in the coming two to three years

Page 11: Facing opportunities in the consumer touchpoints … · Facing opportunities in the consumer touchpoints galaxy © 2011 Accenture. All Rights Reserved. “Accenture Customer Innovation

© 2011 Accenture. All Rights Reserved.

COMPANIES SHOULD CONSIDER

Innovation Marketing Shorter Lifecycles Wild Fire Niches vs Barriers to Entry

Personalized

eCommerce

Crowdsourcing

Limited editions

in F-stores

Consumers’ craving for “Fast Fashion” will demand a new operational standard

Mobile

commerce

sales: 2010-

2016 US$ bn

31

14

3

+48%

201620132010

Page 12: Facing opportunities in the consumer touchpoints … · Facing opportunities in the consumer touchpoints galaxy © 2011 Accenture. All Rights Reserved. “Accenture Customer Innovation

© 2011 Accenture. All Rights Reserved.

COMPANIES SHOULD CONSIDER

Lack of trust Claims-Based Marketing The Empowered Consumer

Social Media

Transparency

Manufacturing and

supply chain

visibility

Keeping

promises

Transparency will be reality… consumers will demand results, not products

79% of Online

Shoppers

Demand

Delivery

Tracking

Page 13: Facing opportunities in the consumer touchpoints … · Facing opportunities in the consumer touchpoints galaxy © 2011 Accenture. All Rights Reserved. “Accenture Customer Innovation

© 2011 Accenture. All Rights Reserved.

COMPANIES SHOULD CONSIDER

Collaboration for Talent, Capital, Process New logistics models Specialization for Growth

Shared

operations

between

competitors

Agile

recruiting

systems

Faster ways to

solve customers’

problems

Leading companies will ignite a dynamic network to deliver their solutions

Page 14: Facing opportunities in the consumer touchpoints … · Facing opportunities in the consumer touchpoints galaxy © 2011 Accenture. All Rights Reserved. “Accenture Customer Innovation

© 2011 Accenture. All Rights Reserved.

What about the traditional channel? You will need distinctive capabilities to

create a PERFECT EXECUTION…

14

Virtual Environments

to pre – test

conditions

Field laboratory to monitor

Shopper Experience

Eye tracking

Virtual

Services

In Store Sensor –

Based monitoring

Experience Definition Optimize design and in-store activities

costs

Execution Monitoring Optimize Point of Sales execution while

reducing cost of control Digital

Merchandising

Integrated

Reporting Tools

Monitoring of the

execution Insights

generation

Sales and

Communication Improve ability to sell and engage

customers and consumers

Collaboration Service to improve

internal communications and

sharing

Communication Tools to

improve sales effectiveness

Page 15: Facing opportunities in the consumer touchpoints … · Facing opportunities in the consumer touchpoints galaxy © 2011 Accenture. All Rights Reserved. “Accenture Customer Innovation

© 2011 Accenture. All Rights Reserved.

Purchase

3

… to be rewarded into the store.

... to create a COHERENT JOURNEY among all consumer touchpoints, both

physical and digital …

16

Pre-purchase

1

[type] How to clean …

No! A stain!

Get a mobile coupon …

2

Post- purchase

Sharing experience on social networks

4

… allows to receive a gift on a vending machine!

5

... or scanning the products ...

Human Digital Physical

Page 16: Facing opportunities in the consumer touchpoints … · Facing opportunities in the consumer touchpoints galaxy © 2011 Accenture. All Rights Reserved. “Accenture Customer Innovation

© 2011 Accenture. All Rights Reserved.

This is today … and tomorrow??

17

Page 17: Facing opportunities in the consumer touchpoints … · Facing opportunities in the consumer touchpoints galaxy © 2011 Accenture. All Rights Reserved. “Accenture Customer Innovation

© 2011 Accenture. All Rights Reserved.

Don’t forget the dark side of the digital consumer…

18

If you miss a clear strategy you can get lost in all available channels

Spot initiatives could be unnoticed and just dissipate investments

Consumers judge you for what you are doing, and they are demanding

Consumers are willing to share, but they don’t want to feel in the “big brother”

Social media could be a double cut weapon …

Page 18: Facing opportunities in the consumer touchpoints … · Facing opportunities in the consumer touchpoints galaxy © 2011 Accenture. All Rights Reserved. “Accenture Customer Innovation

© 2011 Accenture. All Rights Reserved. 19

Consumers

….

Thank you