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CREATE CAPTURE SHAREBrands need to create to survive. Today’s consumers are harder to
inspire so you need to stand out from the crowd.
Brands need to capture. A live experience is a single moment in time and you need to ensure that your live campaigns live beyond
that moment.
We live in an always on society where our use of social media applications and mobile
devices means brands can deliver experiences beyond the live moment direct
to the public.
OMNI-CHANNEL
© SMP GROUP PLC / 2015
SMPTHE UK’S LEADING
FULL-SERVICE PRINT COMMUNICATIONS SPECIALIST IN-STORE, OUT OF HOME,
PHYSICAL ACTIVATION.
CREATIVEBREED
SOCIAL, EXPERIENTIAL, DIGITAL, LIVEEXHIBITION AND EXPERIENTIAL DESIGN
BRAND DEVELOPMENTBRAND STRATEGY
AMPLIFICATIONCREATELONDON
LIVE EVENT PRODUCTIONSOCIAL AMPLIFICATION
BRANDED CONTENTMEASURABILITY
CREATE - CAPTURE - SHARE
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OMNI-CHANNEL HAS BECOME A BIG BUZZWORD OVER THE PAST FEW YEARS… BUT VERY FEW COMPANIES ARE DOING IT OR DOING IT WELL!
MARKETERS MUST INVESTIGATE WHAT FACTORS
(BE IT HABIT, CHOICE, CONVENIENCE, LIFESTYLE) WILL LEAD TO WHERE IT WILL END
(WHAT WE MIGHT KNOW AS PATH TO PURCHASE)
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THE OMNI-CHANNEL EXPERIENCE DOESN’T JUST START WITH THE CUSTOMER, IT STARTS WITH THE EMPLOYEE!
UNIFICATION IS KEY AND ALL ELEMENTS OF THE SHOPPER EXPERIENCE MUST BE TIED TOGETHER AS ONE!
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QUESTION?• ARE OUR RETAIL EXPERIENCES BECOMING ANTI-SOCIAL THEN?
• IS THIS A SIGN THAT RETAIL EXPERIENCES ARE BECOMING MORE DE-HUMANISED AND LESS PHYSICAL COMMUNICATIONS AND INTERACTIONS
ARE WANTED BY THE CONSUMER?
• OR IS IT THAT TECHNOLOGY IS HELPING REDUCE THE GAP AND GRADUALLY CHANGING THE WAY SHOPPERS SHOP FOR THE BETTER? ARE THE GAPS
GETTING SMALLER AND THE CONVERSIONS BIGGER?
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CONSUMER CONTROL
THE BLENDING OF PHYSICAL AND DIGITAL THROUGH THIS IS A BIG SIGN ALSO THAT SHOPPERS WANT MORE CONTROL.
THEY DON’T WANT TO ASK…THEY WANT IT NOW!
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A SEAMLESS SOCIETY
WE’VE OBVIOUSLY SEEN THE BENEFIT THAT CONTACTLESS PAYMENTS HAS BROUGHT TO THE RETAIL WORLD AND THEIR INTEGRATION HAS ONLY ACCELERATED CONVERSION RATES IN SHOPPING EXPERIENCES. RETAILERS ARE CONSTANTLY EXPLORING MORE WAYS TO REDUCE THESE GAPS AND SPEED UP THE WHOLE CUSTOMER EXPERIENCE.
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CONVENIENCEPERSONALHABITBEHAVIOURTRANSPARENCYSECURESPEEDSIMPLE
ANYTHING EMPLOYED IN RETAIL EXPERIENCES WILL BE IN RESPONSE TO THESE KEY NEEDS FROM A SHOPPER’S EXPERIENCE:
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• LISTEN, INTERPRET, DELIGHT
• PERSONALISATION, PERSONALISATION, PERSONALISATION!
• CUSTOMERS WANT TO BE INFORMED. GIVE THEM THE TOOLS TO DO THIS, BUT ALWAYS…
• …REMEMBER TO KEEP IT SIMPLE!
• CUSTOMERS WANT IT NOW! AND THAT DOESN’T JUST RELATE TO THE PRODUCT, IT TRANSCENDS TO ALL FACETS OF THE SHOPPING EXPERIENCE
• BE RELEVANT!
• FOCUS ON THE CONSUMER NOT THE CHANNEL! BUT ENSURE YOU’RE STILL WELL COVERED!
• DO NOT (BE AFRAID TO) DISTURB! – UNDERSTAND YOUR SHOPPER’S EXPERIENCE IS UNLIKELY TO END IN-STORE…ENSURE THEN YOU’RE WELL PREPARED TO EITHER RETAIN YOUR CUSTOMER IN-STORE OR EQUIPPED TO HELP THEM COMPLETE THEIR JOURNEY AT HOME…WITH YOU!
TAKE-AWAYS TO HELP YOU THROUGH THE MIND-FIELD
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Ian IrvingStrategy DirectorM: +44 7775 716661E: [email protected]
TALK TO US.
END.
#421 Sea Containers House22 Upper GroundLondonSE1 9PD