Embed Size (px)
Citation preview
Developments in Urban Retailing and its Impacts on Packaging Packbridge Research Forum
18 May 2016
This presentation
Anderson Lima – Research Associate
• Developments in Urban Retail • Urbanisation and Consumerism Sukky Jassi – Research and Operations Manager
• Impacts on Packaging • Case Studies
Developments in Urban Retail
“Humans have shorter attention span than goldfish, thanks to smartphones” – The Telegraph
Reshape and redistribution of wealth – new socio-economical and geographical focus.
Smartphones Changing Cities – stress relief from modern urban living. 1billion emerging-market consumers joining the middle classes by 2025. Decline in ‘High Street’ and the rise of a ‘global’ connected consumer. Growth on all online platforms influencing purchase behaviour. Urban consumers want total control, simple processes while still having
multiple options. Designing consumers experiences is influencing everything from
communication channels to design of retail spaces and that includes packaging. Urban dwellers have extremely low attention span – too much to filter! Packaging is another touch-point channel.
Developments in Urban Retail: Context
Changing face of Retail
Subscription Online Vending Drones
Click & Collect Pop-Up Convenience Mobile
Developments in Urban Retail: Physical
The Retail space is not the destination is only part of the journey. Stores are becoming disruptive challenging old conventions. Urban retail is personal it engages with the shopper in a 1-2-1 conversation. Caters for instant gratification and a ‘micro-moment’ culture. Build (in-store) collaboration. Embraces local while keeping a global outlook. Promotes social shopping (moving beyond transaction) – immersive
shopping. Spatial must also become conversational (story-telling) – Content, Context
and Intent. Make the whole experience an epic story!
Urbanisation and
Consumerism
“…the distinctions between physical and online are
quickly vanishing turning the world into a showroom
without walls” – Jolfsson B and Rahman (2013)
two-thirds of population
will live in cities.
World Population
now lives in Cities
Cities such as: Tokyo, Jakarta,
Dehli, New York, Beijing,
Shanghai, London,
55%
2030
Rise of Mega Cities
29 mega-cities
boast 10m or
more people,
accounting for
7.2pc of humanity
World Population
Expected to be
8 Billion by 2025
7.2 Billion
Urban Trends
adults in the
UK 20 to 34
living with
parents
Global increase
in number of
people living
alone between
1996-2011
The idea of families being based around a married
couple does not hold true in Europe which has the
highest rates of cohabiting family groups.
80%
2013
The normal Family?
The average age of a
mother giving birth
in England and Wales
in 2012 was 29.8
years the highest.
3.3 million
Family sizes and fertility
rates are decreasing
globally. EU average
was 2.3 in 2013 down
from 2.4 in 2010
Urban Trends
Social Technologies Interplaying with Urbanism
“I want it all, I want it now…” – Queen.
“Selfie” and “Snap” moment culture.
It feeds the current hedonistic consumption life-style.
Fast pace life - adapt or die – Digital Darwinism.
Social Technology is becoming an extension of mankind whereas the smartphone is the operational system and communication interface.
66% are more likely to look up a store if they see a friend check in on social media.
Two Key questions: Today’s urban consumers are more empowered than ever before – How is
likely to affect retailers customer engagement strategy?
How can retailers better target audiences using new social technologies to build lasting remarkable experiences that seamlessly respond to customers needs across all channels?
Social Technologies Interplaying with Urbanism
As humans we like to buy experiences
…but what makes a memorable experience?
It must be pleasurable and rewarding
…surprising and unexpected
Fear and Anxiety…
Sensory Interplay
Many brands have
a sensory
signature, this can
be linked to any
sense.
Integrated Sensory experiences and Sensory Signatures
Burberry Strong multi-channel strategy,
integrating online and offline to enhance brand experience across all touch points
60% of marketing budget into digital strategy.
‘Bespoke’ platform launched
c
ArtoftheTrench.com launched
Continued investment in flagship markets – strengthening position in 25 cities that account for majority of retail sales
Tiffany Many products / brands have very
recognisable attributes appealing to one or more senses.
As a concept, “Sensory Signature” helps customers through sensory stimulus ascribe attributes and differentiate between brands.
Tiffany Blue is not the primary colour of many of the company’s products yet is almost present featured as an accent or background in the design, packaging, website, promotional materials etc.
Companies are becoming aware of sensory attributes
Best example of sensory signature is Tiffany Blue and the shade of light blue that can be found in many of the products made by Tiffany & Co.
Though not developed with sensory marketing in mind - one of the most recognisable sensory signatures!
DS / Citroën
• First phase of their campaign reached over 36 million impressions and nearly eight million video views and had a 20% engagement rate.
• Citroën adopted the “The DS Writer” concept which built on a five-episode web-based film series plus an exclusive novel written primarily for DS Automobiles by novelist Joël Dicker.
• Retail promotion through highly interactive pop-ups
stores in partnerships with major shopping centres. • Prospective clients are encourage to take pictures
and post straight away in their Facebook page or onto their Twitter account.
• DS has been positioned almost exclusively an urban brand.
• Facebook as the optimal channel to drive awareness and promote their launch event across 39 countries.
Personalisation Set Packs Increased Impact
& appeal
Portion Size On the Go
Added Value
Convenience Real-time information
Packaging Trends
Experience Packaging
Coca-Cola
• Coke have unified its brand architecture to clean up any confusion in the marketplace as research showed UK consumers do not fully understand the difference between the four brands.
5% have no idea that Diet coke and Coke Zero has no sugar or calories. “The bigness of Coca-Cola resides in this humbleness, in its simplicity.”
– Innovation Enterprise. Emotional storytelling is one of the key elements of the campaign
playing up the experience of drinking the beverage. Advertising is not the main issue but the general negative perception
in a health-conscious society.
'Packaging is our most visible and valuable asset,' Marcos de Quinto, Coca-Cola Company's Chief
Marketing Officer.
In Summary
“Omni-Channel”
“Security”
“Assures”
“Personalisation”
“Portioning”
“Lifestyle Responding”
“Convenience”
“Premium”
“Adds Value”
Contact
Anderson Lima – Research Associate
Contact:
T: +44 (0) 113 8126087
Sukky Jassi – Research and Operations Manager
Contact:
T: +44 (0) 113 8126087
M: +44 (0) 7785 433980
