Beyond

The Future of Consumer Engagement

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IM

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The tech road to 2025

The data produced by connected

devices is useful but it could be much

more powerful if brought together.

Experience Economy intensifies: personalised, relevant, immersive

Visual / multimedia content becomes

dominant means of communication

BioMEtric personalisation expected as majorities

adopt some form of wearable tech

Consumers can now know everything about a product

just by approaching it

Retail/Commerce anywhere/

everywhere

Predictive analytics is

successfully implemented

Artificial Intelligence delivers real-time

service improvements on a range of platforms

Social media platforms become shoppable,

transforming the path to purchase and making it easier

for individuals to sell online

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Engagement 2025: drivers of change

Brand focuses on emotional engagement

Brand focuses on functional engagement

THE SAVVY RECEIVER

Brand is enabler/curator

THE SELECTIVE RESISTOR

Consumer is enabler/provider

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4

Consumer is enabler/ provider

Brand is enabler/ creator

Brand focuses on emotional engagement

Brand focuses on functional engagement

Four routes to consumer favour

EGO GENERATED CONTENT

PERSONAL NOT PERSONALISED

COLLABORATIVE/ COMPETITORS

PREDICTIVE CONCIERGE

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[Video – link in notes]

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PERSONAL NOT PERSONALISED

WIRED GUANXI

UNIQUE BELONGING ON DEMAND LIVING

7 7

“When shopping for groceries I would like it if loyalty discount offers related more directly to my own tastes”

Source: nVision Research │ Base: 1185 online respondents aged 16+, GB, 2015 January

73% of loyalty

card users

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4 in 5 brand followers

expect instant response

Source: nVision Research | Base: 1500 online respondents aged 16+, GB, 2015 April (brand followers)

Source: nVision Research │ Base: Average of 25 global markets, 2015 February

Follow my lead

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53% follow brands

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NEXT

BEYOND

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EGO GENERATED CONTENT

PERFORMATIVE PERFECTION

THE CELEBRITY NEXT DOOR

5* CONSUMER

11 Source: nVision Research │ Base: Average of 7 developed markets, 2015 September (follow)

Source: nVision Research │ Base: Average of 25 global markets, 2015 February 11

EMOTIONAL ASPIRATIONS

social circle is key to identity

brand followers think companies should

follow them

SELF

2 in 3 NEARLY

SOCIAL CIRCLE

2 in 3

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The play

Source: nVision Research | Base: 1000-2000 online respondents per country aged 16+ (China 16-64), 2015 September (rate)

Source: nVision Research | Base: 1000-5000 online respondents per country aged 16-64 (Indonesia & S. Africa 16-54), 2015 February(potential)

Source: nVision Research │ Base: All social networkers among 1000-5000 online respondents per country aged 16-64 (Indonesia, Mexico & S. Africa 16-54), 2014 (I wish)

would be happy if a company rates them as a

customer

45% Creator

Catalyst Enabler ½

“I do not feel as though I am reaching my full potential in

life”

“I wish I was more like the person I describe myself as on social

media”

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14 14

NEXT

BEYOND

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PREDICTIVE CONCIERGE

PROBABILITY GETS PERSONAL

PEER POWER

CRUISE CONTROL

LIQUID SKILLS

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Routes to access

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“I try to appear in

control of my life

at all times”

57% % who highly value learning

new skills

% interested in “a service that helped me

to understand the impact of my current

diet on my future health”

52% 50% Source: nVision Research | Base: 1000-5000 online respondents per country aged 16-64 (Indonesia & S. Africa 16-54), 2015 February

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NEXT

BEYOND

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COLLABORATIVE/COMPETITORS

EXPERTS FOR EVERYTHING

SEEKING OPTIMISATION GEMINI BRANDS

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“I would like to be able to pay for things online with just one click”

Source: nVision Research │ Base: 1000-2000 online respondents per country aged 16+ (China 16-64), 2015 September

% used a 2 hr delivery service

% used/interested in a 2 hr delivery service

15% 57%

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Sources local delivery

options

Selects most efficient route

Automatically checks local

providers to deliver competitive price

S M A L L E N T E R P R I S E D I S T R I B U T I O N

P L AT F O R M

POWERED BY

£

£

£

NEXT

BEYOND

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Consumer is

enabler /

provider

Brand is

enabler /

creator

Brand focuses on emotional

engagement

Brand focuses on functional

engagement

22

Consumer is enabler/ provider

Brand is enabler/ creator

Brand focuses on emotional engagement

Brand focuses on functional engagement

Four routes to consumer favour

EGO GENERATED CONTENT

ENGAGEMENT

PERSONAL NOT PERSONALISED

SERVICE AND SKILLS

COLLABORATIVE/ COMPETITORS

EFFICIENT CHANNEL

MANAGEMENT

PREDICTIVE CONCIERGE

PRODUCT is PROBLEM SOLVING

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