Embed Size (px)
DESCRIPTION
Thanks for letting me share some ideas on with you about “Creating Holistic Brand Experiences” at the 2011 DDI Forum. I hope you found the workshop both inspiring and insightful. The following is a slightly condensed version of the presentation, along with the polling results from the session. Please feel free to drop Watt International a note if you want to discuss the presentation further. And good luck in your quest to develop Holistic Brand Experiences. Let us know if we can help in any way – if you enjoyed the workshop, just imagine what it would be like to work with us!
Citation preview
Creating Holistic Brand Experiences A Watt International perspective
The integrated Retail Agency
Patrick Rodmell President + CEO Watt International [email protected] 416.364.9384 x 324
Thanks for letting me share some ideas on with you about “Creating Holistic Brand Experiences” at the 2011 DDI Forum. I hope you found the workshop both inspiring and insightful.
The following is a slightly condensed version of the presentation, along with the polling results from the session. Please feel free to drop me a note if you want to discuss the presentation further.
And good luck in your quest to develop Holistic Brand Experiences. Let me know if we can help in any way – if you enjoyed the workshop, just imagine what it would be like to work with us!
Kind regards,
Integrated Retail Agency
Founded in 1966
Watt International | Overview
We help retailers develop brands and sell MORE things, to MORE people, MORE often.
“Watt International is a unique group of talented people, encouraged to think beyond their specialty…”
We work with our clients to uncover insights, define winning retail strategies, then bring them to life through products, actions, people and physical expressions.
What We Do The integrated retail agency…
…with the store as the core
We’re proud of the many industry accolades we’ve won...
DDI Portfolio Awards 2011 - Longo’s MLS - Best Designed Stores of the Year | ARIDO Awards 2011 - Longo’s MLS - Award of Merit | Progressive Grocer Store Design Contest 2011 - Exito del Este - Gold, Best Overall Store Design – International/Hypermarket | Progressive Grocer Store Design Contest 2011 - The Market by Longo’s HBC Centre Store - 1st Place: Best Overall Store Design, Urban Format | PAC Leadership Awards 2011 - Ontario’s Own - Brand Marketing/New Brand Category & Best of Show | PAC Leadership Awards 2011 - Longo’s Private Label Signature Line - Brand Marketing/New Brand Category – Silver | Chain Store Age – Retail Store of the Year 2011 – Corona - First Place, Hardware and Renovation Category | A.R.E Design Awards 2011 - Longo’s MLS - Outstanding Merit in Supermarket/Grocery Store Category | American Package Design Awards 2011 - Zellers Sentiments Private Label Line - Award of Excellence
...but it’s what our clients think of us that really matters.
We are global
Our work can be found in over 40 countries around the world.
We are not a global company; we are a company that works globally
We see the world on foot, not through the internet.
Fashion Grocery Drug Mass Department Stores Specialty Financial Telecom Convenience Shopping Centers Sporting Goods Hardware QSR
1. What is a “brand”?
2. How does “brand” apply to retail?
3. Will brand behavior of tomorrow be the same
as today?
4. “Three Words: a workshop to explore the
connective tissue between a brand and the
retail environment
Let’s talk about….
“Do NOT touch merchandise on display”
“Do NOT bother the staff”
“Ask for assistance ONLY IF you are going to make a purchase”
“Do NOT thank the staff for a free look”
“Do NOT complain about the hours of operation or make personal enquiries”
What is a Brand?
The set of expectations in the minds of your stakeholders
It’s not your expression; it’s their impression
Done right, these things align.
A brand is a promise
Symbolized by an identity
Experienced through senses
Delivered through actions
That creates expectations
Which shape perceptions and behaviors
And ultimately, delivers value
What is a Brand?
“I want”
“I am”
Nothing new under the sun
“Brands are selected when the cluster of values represented by a brand match customers’ rational and emotional needs, thus enabling them to reinforce and communicate aspects of their personality [through purchase or use of the brand].”
Gardner and Levy, “The Product and the Brand” Harvard Business Review, 1955
Positioning a Brand
The Brand Position has to be:
Differentiated Do you stand for something?
Relevant Will the right people care?
Credible Will they believe you?
Sustainable Can you keep it up?
Marketing Advertising Website Social Media Promotions
HR Recruitment
Retention Training
Incentives Rewards
Business Planning Store Formats Store Operations Price Programs Supply Chain Strategic Partnerships
Offering National brands
Private label Services
Brand Image Name Identity
Colors, Fonts Internal Communications
Public Relations Sponsorships
Events Launches
Store Environment Architecture Décor Layout
How powerful brands are created
bridging the gap between:
Left Brain + Right Brain
Every brand choice is driven by a combination of
emotional and rational influences
Lifestyle Brands vs.
Product Brands
Nike sports drink? Gatorade running shoes?
Brand Impression
Company Executives = 80%
Customers =
Question: How many brand experiences demonstrate “Superior Service”?
Service Perception
8% Great service can overcome a bad store; a great store can’t overcome bad service
Brand - Economy
What’s the Perception? What’s the Reality? Does it really matter?
Brand - Economy
Generation M:
• Born after 1990: The coming consumer generation
• Don’t know life without the internet
• Short attention spans
• Don’t trust advertising – look to their social network
• Mobile technology is a commodity
• Sensitive to our environment
• Developing their consumer/shopper DNA during the global recession.
Brand – Generation M
Brand - Digital
Tesco’s Home Plus grocery stores in South Korea have posted virtual stores in Korea’s subway system, enabling commuters to shop using their smartphones to scan a QR code, while they wait for their train.
Attracted 10,000 new shoppers and raised online sales by 130 percent.
Mobile Apps
Loopt and Neer’s location-triggered reminder apps
Loopt: limited-time perishable-inventory deals close to their real-time location.
Neer: link tasks to retailers and sends a reminder message when the user is close by.
Virtual butterflies appear on shoppers’ phones as they approach one of the participating shopping centers. Shoppers must “catch” the butterflies in order to activate the coupons.
Pizza Tracker is an app that tracks your Dominos Pizza, from the oven, to the rack, to the time it left the store, to who your delivery person is.
Brand Apps to enhance experience
Since it’s inception, the digital world has tried to emulate the positive features of the real world.
Well I say…
It’s time to turn the tables.
What people love about the virtual world;
1. Limitless Horizons 2. Personalization 3. Connectedness 4. Engagement 5. Entertaining
How can we create this in the physical world?
Step 1: It’s NOT about a retail experience;
it’s about experience retail.
Personalized Retail Experiences
social
rewards
access
entertaining
Emotional Engagement: What can you do that will enhance the personal experience and build
loyalty with your customers?
Hollister (Toronto)
d i g i t a l p r i n t i n g
Authenticity
Today’s consumer is skeptical about marketing messages, looking for products and experiences that have a closer connection with a true human element.
Are they real? Wisdom and inspiration, or burden on our social system?
Are they real?
Why are we craving “Authenticity”?
Because we are compromising the very nature of human authenticity
Brand - Conscientious
Charging Stations at Retail
Electric Cars
Wine Self-Service Kiosk… in France!
Brand Loyalty Community Loyalty
Brand - Local
Brand - Marketing
Rewards programs are becoming ‘price of entry’ to shoppers….
It’s what retailers do with the data that makes them valuable…or not
Brand - Price
Average discount range affecting switching behavior = 25%
Jacksonville, Florida
Brand - Retail
engaging store
effective communications
great products
brand strategy
The Apple Brand – it all fits!
What makes this an “amazing retail experience”?
Products, People and energy!
Brand - Retail
The Value of a Brand
Positive Brand Value = Reality
Perception
The Value of a Brand
Positive Brand Value = Loyalty + forgiveness
The next generation of shoppers will be more informed and less brand loyal,
relying heavily on their social networks to decide where they shop
and what they buy.
Is your brand ready?
Murale is Canada’s beauty destination, offering a shopping experience unlike any other in the world. Known for its unprecedented assortment of brands, each Murale houses a state-of-the-art dermatological skincare center, private cabine rooms for facials and esthetic services, a carefully-edited fragrance library stocking designer and niche scents, a Benefit brow bar and colour cosmetic installations offering luxury and prestige brands.
Murale provides access to the world’s best beauty brands and enhances the shopping experience with an elevated level of expertise and personalized service. Beauty Masters engage, inspire and enable you to discover your own beauty with endless cosmetics, fragrances and advanced skin care.
3 Brand Words: 1) Expertise 2) Engaging 3) Inspiring
With over 86 hypermarket locations in Colombia, Exito is one of the largest retail chains in Latin America. Exito’s new store format is a tangible expression of their brand positioning – fresh, surprising and innovative. The new store concept features inspiring destination zones, including an upscale fresh market showcasing seasonal offerings, fashion, electronic and houseware departments, as well as cooking demonstrations by professional chefs preparing gourmet meals for customers. Electronic signage throughout the store increases shopper dwell time by delivering targeted messages to customers, such as product information, pricing and recipes.
3 Brand Words: 1) Fresh 2) Surprising 3) Innovative
The Kirk Originals Line of eyewear offers stylish British design and handmade quality, resulting in the most unique eyewear collections. Created by designer Jason Kirk, each of the unique Kirk Originals embodies the brand’s quirky nature. If you are looking for eyewear that will stand out and make a statement, Kirk Originals are the ideal eyewear selection for you. Handmade with eyeglass frames in a combination of materials including acetate, acrylic, aluminum, and even wood, Kirk Originals eyewear and sunglasses are ideal for anyone desiring eyewear that is as unique and memorable as they are.
3 Brand Words: 1) High-quality (Handmade) 2) Stylish 3) Unique (Quirky)
Founded in 1975, Microsoft is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.
At Microsoft, we're motivated and inspired every day by how our customers use our software to find creative solutions to business problems, develop breakthrough ideas, and stay connected to what's most important to them.
3 Brand Words: 1) Solutions 2) Ideas 3) Connected
Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices.
Apple’s brand proposition – to create innovative, high quality, great looking computer products
3 Brand Words: 1) Stylish 2) Innovative 3) High-quality
Verizon is a global leader in delivering innovative communications, information and entertainment. We offer voice, data and video products and services over intelligent wireless, broadband and global IP networks that meet customers’ growing demand for speed, mobility, security and control. Our goal is to provide the fastest, most robust data connections possible.
3 Brand Words: 1) Innovative 2) Connectivity 3) Service
The digital era has dramatically changed the TV industry and created huge business opportunities for players in the Flat Panel Display industry. Recognizing an increasing desire to satisfy individual needs, Hannspree will lead a design-centric revolution that establishes an entirely new class of customized audio-visual products. We will provide customers with the ability to choose products that express their own individuality, and we will retail the products through flagship stores to create an atmosphere that is consistent with our mold-breaking brand.
3 Brand Words: 1) Customization 2) Lifestyle 3) Trendy
Umpqua has mastered the art of effective lifestyle retailing. It banks on pampered customers to differentiate itself from more standard, stress-inducing bank environments. The bank, which was founded in 1953, identified its core service strategy in 1994. Since then, its has gained more than $6.8 billion in assets. It also landed at 13th place on the 2008 Fortune 100 Best Companies to Work For.
3 Brand Words: 1) Community 2) Indulge 3) Lifestyle
When it comes to grocery chains, Trader Joe's isn't your average Joe. With about 350 stores in some 25 states, the company offers upscale grocery fare such as health foods, organic produce, and nutritional supplements. To keep costs down, its stores have no service departments and average about 10,000-15,000 sq. ft. The company's specialty is its line of more than 2,000 private-label products (70% of sales), including beverages, soup, snacks, and frozen items.
3 Brand Words: 1) Value 2) Friendly 3) Fun experience
ALDI was founded on the belief that people, wherever they live, should have the opportunity to buy everyday groceries of the highest quality at the lowest possible prices.
Streamlined processes, a select brand strategy, a limited and reliable product assortment and double-guarantee philosophy have made it virtually impossible for competitors to match the widespread appeal of ALDI. With over 1,000 stores in the US, consumers of every persuasion are enjoying up to 50% savings on 90% of their weekly shopping needs—honest to goodness savings.
3 Brand Words: 1) Value 2) Simplicity 3) Quality
