The 6th Sense (Retail Detail Congres Sensitieve Marketing)

THE 6th SENSE Condensed – Sharing Version

RETAIL DETAIL

Antwerp, April 26th 2012

What about the detail... the 6th Sense...?

The 5 senses combined ? Do only women have it ?

6TH SENSE

The 6th sense: IMMERSE

•  A REAL & emotional extra sense...

•  A NEW dimension

•  The only bi-directional sense

•  The only ACTIVE sense

The 6th sense: It’s about creating EXPERIENCES

& CONVERSATIONS

Experiences... a trend ?

Conversations... a trend ?

Retail: Retail consists of the sale of physical goods or

merchandise from a fixed location in small or individual lots for direct consumption by the purchaser with the respect of the retailers- and brand values in the most experiential and conversational way.

. So...retail = sell goods = sell brands Brands have Brand DNA Brand DNA = Brand Values Retail(er) are also Brand(s) => Retail(er) has Values Each activity should reflect these Brand DNA(s) !

What if we added “a real story” ?

What if we added “experience”

What if we added “conversation”

Theory versus reality Promise versus delivery

Theory versus reality Promise versus delivery

Sex doesn’t sell – controversy does* * Mar9n Lindstrom -‐ 2008

Use the 6th sense, triggering emotions

To “immerse” your customers:

using the APPLIED CONVERTISING® method* (*cfr. Square Melon Company Presentation)

What really matters is: •  Loyal customers

They return more often to the same store

•  Repeated purchase pattern Increases volume & profit (for brand & retailer)

•  Increased ROE *

*Return On Emotion = Brand LOVE

Using the APPLIED CONVERTISING® method

1.  Real story-telling Matching & explaining brand-DNA

1.  Real story-telling Concepts that fit the brand & retailers DNA







2.  Try-vertising Demonstrates perfect-serve/use

Confirm brand-claim – complement advertising

2.  Try-vertising Trying is believing...is buying

2.  Try-vertising Trying is believing...is buying

2.  Try-vertising 2.  Trying is believing...is buying



2.  Try-vertising Demonstrates perfect-serve/use

Confirm brand-claim – complement advertising

3.  Conversations off- & on-screen Makes consumers talk about your brand/store

3.  Creating conversations: off-screen

3.  Creating conversations: off-screen

3.  Creating conversations: on-screen



IMMERSING your consumer leads to:

•  More memorable brand-activations and consumer connections will lead to:

- Long lasting Brand-LOVE for brands that can keep on innovating

•  More brand-love and equity will lead to:

- Loyal brand-ambassadors

•  More brand-ambassadors will lead to:

- Increased volume & benefit

IMMERSING what’s in for the retail(er):

•  Differentiation/stand-out from competitors

•  Increased brand-love decreases the sensitivity to the price of the products

•  Talk-ability and PR-ability of your store

•  Increased volume & profit

IMMERSING for my type of store ?


What if...I could test my new shoes from Decathlon on a real running-‐track on the parking-‐lot ?


What if...my wife could get coloring-‐advice while I get my test-‐drive @ Cardoen so I can enjoy it a liPle bit longer ?


What if...I could get a first flavor of the Chinese cuisine while I book my trip to China ?


What if...I could get some style & color advise from a fashion-‐stylist while I cue for the changing rooms ?

Reminder:

•  Use ALL of the 6 senses

•  Respect Brand- and Retailer’s DNA

•  Convertise ®

•  Try-vertise

•  Tell the real and right DNA-fitting story

•  Create conversations and experiences

•  Make it more fun & memorable

•  Create real brand LOVE

For the Full-Format Presentation please contact:

Alain Manders Chief Visionary Officer [email protected] +32 475 241 241

Business

The 6th Sense (Retail Detail Congres Sensitieve Marketing)