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9 January, 2015
The Future Consumer
Contents
1. How will the future impact the way we do CRM?
2. Five key trends impacting consumer experiences
- Facts & Figures
- Stimulus and inspiration
- The customer experience
How will the future impact the
way we do CRM?
CRM won’t change but how we do it will
Personalised Timely Two-way
dialogue Evolving
CRM
building
blocks
? ? ? ?
Relevant
?
A more remarkable customer experience
Five key trends impacting
consumer experiences
Five key trends impacting consumer experiences
Hyper-personalised Delivery taking off Intimate conversations Mobile shopping 2.0 Things talking to things
Delivery taking off
Increased automation in order
processing and delivery
Facts & Figures
• Amazon wants to use small drones to deliver packages up to 2.3kg (5lb) in weight.
The service would enable customers to receive a purchase within..........minutes of
placing an order. (BBC News)
• 70% UK consumers expected delivery of online purchases within…………days.
(YouGov)
30
four
Stimulus and inspiration
Orange Kiva Robots are deployed across Amazon’s largest warehouse to help
staff with shifting orders.
The robots have helped to cut down processing times for some orders from an
hour to 13 mins.
The Deliveries app tracks your packages and supports services like UPS,
FedEx, US Postal Service, DHL, TNT, Canada Post, City Link and Royal Mail.
Google Express is a same-day delivery service (US only) that uses third party
couriers to collect and deliver items you’ve ordered online/via smartphone. Uber
and Thomas Pink partnered together to let shoppers have a shirt delivered to
their office within 90 mins.
The customer experience
Sarah (29) has just ordered limited edition smart glasses for her sister’s birthday.
The glasses are designed by Hussein Chalayan and customers who successfully place an order can watch
the item being crafted in an interactive video. During her lunch break Sarah links the video to her sister as
a surprise, who watches it via hologram on her smartphone.
Sarah is anxious that the item is delivered safely and occasionally refers to her tracking app to follow the
item via GPS. She’s expecting the package to arrive at her office the day of her sister’s party.
That morning she’s informed that her meetings are taking place away off site. She doesn’t have time to
come back to pick up the present so she logs into her app to make a last minute change – to have the
package delivered by a driverless car to the restaurant.
At the restaurant Sarah receives an alert on her necklace. She goes outside to unlock the car door with
her fingerprint and safely retrieves the item.
• Increased automation for more efficient processing, with same day and
next day delivery as standard.
• More futuristic delivery options, e.g. drones and driverless cars.
• Better tracking of parcels through apps and wearables with pinpoint
accuracy.
• The sharing economy trend will increase the number of partnerships, e.g.
Uber and Thomas Pink, to create unique delivery services.
What will this mean for retailers?
Hyper-personalised
Artificial intelligence and customer
support
• Personalisation is still in its infancy – only………of companies are currently doing
personalisation at a sophisticated level. (Econsultancy)
Facts & Figures
• Industry experts predict that AI and robots will be integrated into nearly every aspect
of most people’s daily lives by……….. . (Pew Research, Internet Project)
5%
2025
Stimulus and inspiration
The WDS Virtual Agent is an intelligent self-care tool that learns from
interactions between customers and human agents to improve its own service.
London Brand Management (LBM) have created virtual assistants for clients
like BMW and Panasonic. Customers who text a query to a mobile number
receive a response from a robot that sounds like a human rep.
Amelia by IPsoft is a “cognitive knowledge worker” who can offer advice and
solutions via telephone, email and text. She is capable of detecting human
emotion and will adapt her own tone of voice and response to the customer.
The customer experience
Simon (38) wants to buy a new washing machine and
puts on his VR headset to virtually browse products
online.
Amelia appears and asks him if he needs any help. Simon
explains he needs a new washing machine but doesn’t really
know anything about them. Amelia laughs and reassures him
it’s very straightforward. All he needs to do is answer a few
questions to help her identify the perfect product.
She talks him through the items she has selected for him.
Simon wants to check if these have been positively reviewed
elsewhere so Amelia quickly sources the best independent
reviews from trusted websites.
When Simon has made a decision Amelia puts the order
through for him. The delivery date is sent to his calendar and
she confirms she will give him a call when the item is due.
What will this mean for retailers?
• Consumers will expect 24/7 human support across a proliferation of channels,
e.g. video, text and voice conversations.
• Virtual assistants will be able to access customer data (with permission) to make
it quicker and easier to diagnose issues.
• Expectation of higher levels of self-service – AI will make it easier and more
pleasant to find information quickly .
• Personalised services will add more of a human touch to the ongoing customer
relationship.
Intimate Conversations
Brands’ future interfaces
• ……..of consumers are already aware of “wearables,” and about one in six
(15%) of them currently use wearable tech—such as smart watches and
fitness bands—in their daily lives. (Nielsen)
Facts & Figures
• ………adults currently use health and fitness wearable devices and
smartphone apps for activities such as monitoring their heart rate, recording
steps taken and calculating fitness levels. (Kantar)
70%
6.7m
Stimulus and inspiration
Nixie (in development) is the first wearable drone camera that can be launched from
your wrist. Drone cameras enable users to capture extraordinary moments, e.g. aerial
photograph of you diving into a pool, which are shareable and memorable.
Smartphones can already monitor heart rate, acceleration, speed, altitude, etc. but when
you want to collect this data during activities like skiing and diving they become useless.
Oakley’s Airwave bring connectivity, data monitoring, social networking, voice control
and navigation to a pair of ski goggles.
There are numerous mobile apps that can improve our health by setting us challenges
but wearable tech is the answer to collecting physical data effortlessly throughout the
day. Spire monitors your breathing patterns and helps you improve how you breathe to
relieve stress and tension.
The customer experience
Alexa (18) is training for a marathon. She uses a smartwatch everyday and wears
a smart vest during workouts to record her vital data.
Alexa’s watch monitors her sleeping patterns to wake her up at the optimal time. When
she’s up she receives the latest weather report and a reminder for a workout. She’s
also a received a push notification from her gym– “It’s cold and rainy today so why not
train indoors and receive 10% off a sports drink.”
Alexa uses her watch to get her discounted drink at the vending machine. She changes
into her Omsignal sports vest that records her vital fitness data and taps her watch
against her locker to secure it.
She syncs her vest to the running machine via Bluetooth so it can programme a
workout personalised to her.
After her workout Alexa reviews her data on the running machine dashboard and finds
she’s exceeded her goal. A notification from Nike appears on her watch – she’s
unlocked an exclusive 20% discount on trainers! She pulls up information on the
nearest Nike store so she can reward herself with new shoes.
• Brands will have opportunities to speak with consumers across the
numerous devices that they’re wearing.
• Types of conversation will evolve into shorter pieces of information, e.g.
as visuals or real-time data.
• Opportunity to offer highly personalised lifestyle content to help you get
more from the product.
• Brands can gather behavioural data to make better product
recommendations (cross-selling, up-selling)
What will this mean for retailers?
Connected You
The personalised retail experience
Facts & Figures
• ……..of UK smartphone users believe that personalised, direct messages sent
straight to their smartphone when out shopping would be 'likely' or 'very likely'
influence their purchase decisions. (eDigitalResearch)
• In the US it is predicted that there will be………million active beacons by year end
2018.
33%
45
Stimulus and inspiration
Bluetooth 4.2 will be available to device users in the new year. The upgrade features
will include 2.5x faster connections between devices and increased privacy controls
(internet connectivity will be developed for 2016). Retailers and brands should be
aware that mobile users will be able to prevent store beacons from accessing their
data without their permission.
Paypal have created an app for the Samsung Galaxy Gear that will let consumers pay
with their smartwatches. The app will also send shoppers promotions from nearby
stores so they can select items to purchase before they walk in.
Shoe brand, Meatpack, created a “Hijack” campaign that used GPS tracking
technology to work out when one of their customers was walking into a competitor
shoe store. This triggered a mobile promotion with a chance to earn your discount
starting at 99%. The discount would decrease with every second meaning you needed
to be quick to get money off.
The customer experience
Patrick (44) is walking down the high street when he
receives a notifications from a retailer on his
smartwatch…
All wine coolers are 25% off in the store nearest his
location. Patrick had abandoned his basket online that
week having searched for a new wine cooler for his
refurbished kitchen. He knows where the store is and
heads towards it.
As he approaches beacons send him a personalised
map so he can easily find the wine coolers.
In the department he opens up holographic dashboards
to view more product information and see which models
are best for his current wine collection. All the products
can be paid for instantly if he taps his smartwatch
against a product code so he can skip the till.
• Consumers will want beacon communications to be personalised to
them – whether that’s based on past purchase habits or preferences.
• Shoppers who have signed up to retailers’ loyalty programmes could
have their special discounts communicated to them via beacons in
store. This would enable NFC-enabled mobile users to tap their
phones for payment and redeeming their offers automatically.
• Mobile wallets will be more popular than carrying physical wallets and
cash.
• Shoppers will want to have control over who sends them
communications via beacons. Opting in and out of push notifications
from beacons should be mandatory.
What will this mean for retailers?
Things Talking to Things
Connected living
Facts & Figures
• UK consumers appreciate smart appliances when they provide a genuine
benefit - ……… acknowledge that smart meters are useful for saving energy
and money. (KPMG)
48%
• Globally the number of vehicles with built-in internet connectivity will increase
from……….of the overall market to ……….by 2020 (Telefonica). 10% 90%
Stimulus and inspiration
Amazon Echo, is a voice-activated speaker that can perform simple tasks such as read the
news and weather reports, help you with basic search, play music and update your tasks lists,
e.g. add items to shopping lists. Echo is able to distinguish between different voices in the
household.
littleBits Electronics have a created a connected home kit to turn your existing home
appliances into smart devices. You can choose which items can speak to each other and
what tasks you want them to perform.
Future Hunter Gatherer by Electrolux (in development) is a holographic projection game that
lets families virtually ‘catch’ their food. Items that are caught will be automatically ordered from
a local producer and delivered to your address.
Emily (42) is preparing breakfast on Sunday morning
when her fridge reminds her that groceries are
running low – it’s time to do her grocery shop.
The fridge has already pulled up her saved shopping list
on its front door. She quickly scrolls down the list and
says, “confirm order”. She scans her eye for payment
and the order is processed. Her delivery will arrive by
2pm.
A few minutes later the fridge shows a message from
another retailer – there are new tailored recipes to try
based on her grocery shop.
Her husband, Dan (47), comes down to the kitchen and
remembers he forgot to collect his suit from the dry
cleaners yesterday. He voice-activates Echo and asks it
to send a pick-up reminder to his car. His car will notify
him when he goes to work tomorrow as the dry cleaners
are en route to his office.
The customer experience
• Home appliances will eventually become ‘smart’. Products can notify the retailer
and owners about faults and upgrades – even contacting an emergency
engineer directly. Retailers can use product data (with permission) to send
timely upgrade reminders, special offers or relevant content.
• Consumers will be connected to the internet through even more devices – this
will increase the need for contextual relevance in brand messages. Individual
communications will need to work together as part of a joined up experience.
• Brands will be able to share personalised lifestyle content, e.g. recipes, DIY
inspiration, to internet-enabled home appliances.
What will this mean for retailers?
