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„Always on your mind" –
Creating never-ending Customer
Experiences in Retail
SapientNitro The facts
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PASSIONATE PEOPLE
8000+ OFFICES GLOBALLY
CONNECTED YEARS OF
CUSTOMER INNOVATION
38 23 1 COMPANY
#1 Digital Service Provider | Mobile #5 Digital Service Provider | General
Gartner Magic Quadrant for Global Digital Marketing Agencies
#1: Global Commerce Service Providers #1: Transformation / Innovation Agencies
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UNIQUE CAPABILITIES, UNIQUELY CONNECTED
WITH A COMPELLING NARRATIVE ON TOP
A POWERFUL TECH ENGINE UNDERNEATH
WE DEFINE STRATEGIES
WE BUILD BRANDS
WE CREATE EXPERIENCES
WE DELIVER CUSTOMER PLATFORMS
SAPIENTNITRO RENOWNED AS GLOBAL INDUSTRY LEADER
GLOBAL COMMERCE MOBILE STRATEGY & EXECUTION Figure 2 Forrester Wave™: Global Commerce Service Providers
Figure 3 Forrester Wave™: US Digital Agencies – Mobile Marketing Strategy and Execution,
Weak Strategy
Strong
Weak
Current Offering
Strong Weak Strategy
Strong
Weak
Strong
GLOBAL DIGITAL MARKETING Figure 1 Gartner “Magic Quadrant for Global Digital Marketing Agencies”,
Completeness of Vision
Ability to Execute
DIGITAL TRANSFORMATION Innovation and digital transformation leader.
Current Offering
The Forrester Wave™: Innovation Agencies, Q4 2014.
GERMAN CREDENTIALS
Marketing is changing
WHY RETHINK?
“Companies were in control even up until 2000. But now the customer is in the driver's seat. If you embrace that, you will thrive. If
not, then by 2020, you will not survive.”
JAMIE NORDSTROM, VP NORDSTROM
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SIMPLE: YESTERDAY’S CONSUMER JOURNEY
AWARENESS PREFERENCE SELECTION BUY SERVICE ADVOCACY
BRAND RETAILER WORD-OF-MOUTH
OOH PRINT RADIO TV
STORE PUB
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Always-on, anywhere
Connected socially, globally
Blurs virtual and physical worlds
Informed, demands transparency
Low switching costs
Expects instancy
NOT SO SIMPLE: TODAY’S CONNECTED CONSUMER
PURCHASE!
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Website
BUY
BUY
BUY BUY BUY
BUY
BUY BUY
BUY
BUY
BUY BUY
BUY
BUY
BUY
BUY
BUY
BUY
BUY
BUY BUY
BUY
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Seek Opinions
on social
View Product on a PC
“Like” product on Facebook
Download App
Website
Watch video on tablet
Share link on Facebook
Join Loyalty Program
View an offer on Twitter
View Banner Ad
Interact with a kiosk
Text picture to a friend
Add to Cart
BUY
Out Of
Home poster
See TV Ad
Read Blogs
Read Ratings and Reviews
Interaction with a sales associate
Go to retail store
Website
See a product on Pinterest
Post picture on Instagram
IT’S EXPERIENCE BASED…
Copyright © 2015, Sapient Corporation. Proprietary and Confidential
EXPERIENCE MATTERS
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IT’S NOT EASY.
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but the opportunities are tremendous…
FLASH SALES
SHOWROOMING
AUGMENTED PACKAGING
TODAY’S OMNI-CHANNEL EXPERIENCE…
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MOBILE CHECKOUT
BUY IN-STORE / SHIP ANYWHERE
VIRTUAL TRY-ON
STORES WITHIN STORES
MOBILE WAYFINDING
POP-UP STORES
DIGITAL MERCHANDIZING
MULTIDIRECTIONAL MESSAGING
ENDLESS AISLES CLIENTELLING
“Embrace the hyper-connected consumer
and her readiness for a personalized,
synchronized, multi-device, communal,
omni-channel retail experience before,
during and after the store visit”
Piers Fawkes
President of PSFK Labs Founder &
Editor In Chief of PSFK.com
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HOW TO TACKLE THE TASK?
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STORYSCAPING
A landscape of
emotionally engaging
experiences where
consumers connect with
stories at any point and
in any channel allowing
the brand to become
part of the consumer’s
story.
Neverending experiences in Retail? Yes, sure.
© 2014 SAPIENT CORPORATION | CONFIDENTIAL
In 2011…
Clothing and home brands had flat
or declining sales and profit
Average age of an M&S customer
was worryingly old
M&S had not capitalized on
customer movement to mobile and
social channels
The most fashion-forward of
competitors are investing heavily in
content and many are producing
remarkable digital experiences
M&S needed to demonstrate that they
had a POV on fashion to build
credibility
CONTEXT
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STORYSCAPING
STORY-SYSTEM (Enabling technologies
Connections planning &
systems thinking)
ONLINE
DIGITAL
IN-STORE
MOBILE
SECOND-
SCREEN
IN-STORE
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Marks & Spencer – Mobile
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VIRTUAL RAIL, AMSTERDAM ENDLESS AISLE, PARIS INTERACTIVE CHANGING ROOM, UK
We helped Home Depot increase appliance sales 10%.
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Digital Transformation Strategy on the example of…
We promoted the value of premium shopping for Whole Foods.
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Digital Transformation Strategy on the example of…
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Building new customer experiences that begin
online…
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and seamlessly connect in-store through a
sales associate’s tablet…
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and leverage visionary
technology that powers a
new shopping
experience for those with
impaired vision.
TO CREATE WORLDS
not just ads
So, we must learn
TO CREATE WORLDS
not just websites
So, we must learn
TO CREATE WORLDS
not just apps
So, we must learn
