trends shaping retail: united states

TRENDS !SHAPING !RETAIL !

Michael Stephenson Associate Strategy Director, FITCH

SO, WHAT TOOLS DO YOU USE? !

PALETTE OF TOUCHPOINTS !

Physical: The tangible – from objects that can be touched to settings that can be experienced

Human: Dynamic interactions – with individuals, employees, and social groups

Digital: Electronic Tools – technologies that talk to everyone, or just talk to me

P H D

To us, HUMAN may be the most important of the three. We believe retail is about meaningful moments of human connection.

SHOPPER MINDSTATES !

New Customer Journey

ExploringOpen minded but category focused.

LocatingLooking for a specific product, brand or service.

DreamingUnfocussed, open to experiences and story telling.

Shopper mindstates

Inspire meChallenge meEntertain me

Play with meReassure me

Show meHelp me find it

Wednesday, March 7, 12

Physical

Digital

Human

Dreaming Exploring Locating

PHD/DEL MATRIX !

Physical

Digital

Human

Dreaming Exploring Locating

PHD/DEL MATRIX !

EXPERIENCE SIGNATURES !Distinct collection of branded touchpoints.

Unique in collection from one brand to the next.

Why shoppers choose one brand over another.

How retail brands become memorable.

The reasons shoppers come back for more.

OK, SO WHAT? !

LOCATING THE DRAMA !Not ubiquitous Retail & technology focused Category agnostic Inspirational

MILLENIAL SHOPPERS !Finicky yet frugal Tech savvy Open-minded Particular

TRENDS SHAPING RETAIL !

Nomadic Unexpected Automated Curated Experiential

Gamified Memorable Simple Extendable Humanizing

Social Amazon-like Clienteling Connected Loyal

TRANSFORMATIONAL !EMOTIONAL !

SEAMLESS !

Macro-trend:

TRANSFORMATIONAL !!The physical retail environment is changing appearances, inside and out.

TRANSFORMATIONAL: !Nomadic.

TRANSFORMATIONAL: !Unexpected.

TRANSFORMATIONAL: !Unexpected.

TRANSFORMATIONAL: !Automated.

TRANSFORMATIONAL: !Automated.

TRANSFORMATIONAL: !Automated.

TRANSFORMATIONAL: !Curated.

TRANSFORMATIONAL: !Curated.

TRANSFORMATIONAL: !Curated.

TRANSFORMATIONAL: !Experiential.

TRANSFORMATIONAL: !Experiential.

Macro-trend:

EMOTIONAL ! Brands & retailers are providing a more engaging shopping experience to create an emotional hook.

EMOTIONAL: !Gamified.

EMOTIONAL: !Gamified.

EMOTIONAL: !Memorable.

EMOTIONAL: !Memorable.

EMOTIONAL: !Simple.

EMOTIONAL: !Simple.

EMOTIONAL: !Extendable.

EMOTIONAL: !Extendable.

EMOTIONAL: !Extendable.

EMOTIONAL: !Humanizing.

EMOTIONAL: !Humanizing.

EMOTIONAL: !Humanizing.

Macro-trend:

SEAMLESS ! The lines between digital & physical are blurring to create a more seamless experience.

SEAMLESS: !Social.

SEAMLESS: !Social.

SEAMLESS: !Amazon-like.

SEAMLESS: !Clienteling.

SEAMLESS: !Connected.

SEAMLESS: !Connected.

SEAMLESS: !Connected.

SEAMLESS: !Loyal.

SEAMLESS: !Loyal.

TRENDS SHAPING RETAIL !

Nomadic Unexpected Automated Curated Experiential

Gamified Memorable Simple Extendable Humanizing

Social Amazon-like Clienteling Connected Loyal

TRANSFORMATIONAL !EMOTIONAL !

SEAMLESS !

THANK YOU! !www.FITCH.com

Michael.Stephenson@FITCH.com