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KEYNOTE – CHANGING CONSUMER EXPECTIONS
STEVE WHITE – VP OF COMMERCE STRATEGY AT
SAPIENTRAZORFISH
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 2
B A R T E R I N G6000 BCE
M A R K E T S100 CE
M O N E Y700 BCE
G E N E R A L S T O R E S1800 CE
S U P E R M A R K E T S1916 CE
D I G I T A L2007 CE
2006
2.30%
97.70%
E-commerce Retail
2006
25.00%
75.00%
Cyber Monday Rest of Year
2006
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 14
“Don’t talk to strangers
on the internet.”
2 0 0 6
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 15
“Never get in a stranger’s car.”
2 0 0 6
Literally use the internet to call
strangers and get in their car.2 0 1 6
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 17
1
2
3
4
5
1
2
3
4
5
In the future of retail, we’re never not shopping.”
—Werner Reinartz, Harvard Business
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 19
In-Store
Lockers
Instant Delivery
Store
Finders
VR
Voice
Ordering
Mobile POS
At Home
Auto
Replenishment
At Work
Watch
Dash Button
ClientelingDash
Social
Buy Button
Outdoor
Advertising
Buy Button
In-Store
On the Go
Commute
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 20
Consumer Expectations Today
Trust
Social ProofAbsolute Value
Transparency
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 21
C O N S U M E R E X P E C T A T I O N S T O D A Y
TRUST
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 22
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 23
Trust
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 24
Trust
Earned
Owned
Paid
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 25
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 26
92 94 130 77Up to
110 1304.6
1.1
AOL TK-TJ Maxx
Heartland
Payment
Systems
Sony
PlayStation
Network Target Snapchat
Neiman
Marcus Ebay
200
4
2007 2009 2011 2013 2013-
2014
2013 2014
Breaches
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 27
Breaches
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 28
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 29
Consumer Expectations Today
SOCIAL PROOF
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 30
A principal of persuasion:
“People want to follow
the lead of individuals
around/like us.”
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 31
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 32
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 33
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 34
Q&A
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 35
User Generated Content
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 36
36
Jack Threads “Busy Shop”
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 37
Social Proof In-Store
38© Copyright Publicis.Sapient | Confidential
SOCIAL PROOF IN-STORE
39© Copyright Publicis.Sapient | Confidential
SOCIAL PROOF IN-STORE
40© Copyright Publicis.Sapient | Confidential
SOCIAL PROOF IN-STORE
41© Copyright Publicis.Sapient | Confidential
SOCIAL PROOF IN-STORE
42© Copyright Publicis.Sapient | Confidential
SOCIAL PROOF IN-STORE
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 43
C O N S U M E R E X P E C T A T I O N S T O D A Y
ABSOLUTE VALUE
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 44
How People Used to Shop
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 45
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 46
Which hard drive should I buy?
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 47
How People Shop Now
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 48
Brand A
96.9%
Survival Rate
$199
Brand B
94.8%
Survival Rate
$129
Brand C
73.5%
Survival Rate
$109
Based on real-world experience of 25,000 drives used in a 24/7 data center by Backblaze.com
Amazon pricing, all prime eligible
Which hard drive should I buy?
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 49
“When quality was hard to predict, it
made sense to stick with a familiar
brand. But when you can quickly
assess the quality of things, loyalty
doesn’t help consumers as much.”
Itamar Simonson – Stanford Marketing Professor
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 50
Discount Tire
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 51
Consumer Expectations Today
TRANSPARENCY
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 52
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 53
Home Depot Lowes
Model # 46113101 Model #: 46110001
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 54
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 55
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 57
Always On Consumer
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 58
RIP: Price Obfuscation
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 59
TransparencyObfuscation
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 60
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 61
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 62
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 64
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 65
Consumer Expectations Today
Trust
Social ProofAbsolute Value
Transparency
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 67
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 68
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 69
C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 70
THANK YOU
STEVE WHITE
@steveewhite
