Tim Greenhalgh Chairman & Chief Creative Officer @timghalgh @FITCHdesign
IoT changes design thinking in
the physical & virtual retail world
No Longer…
No Longer…
A Future Platform
People
Service
Self Service
Automated Service
Social Service
Art Science
Future
Omnichannel
CON TIN UOUS THINKING
The undeniable future of all things retail
…is the art.
CON TIN UOUS THINKING
BEHAVIOUR IDEAS TESTING
IF WE CAN CONNECT WITH PEOPLE ANYWHERE AND EVERYWHERE…
SO
CON TIN UOUS BEHAVIOUR
UNDERSTAND THEIR BEHAVIOUR
WE SHOULD
CON TIN UOUS BEHAVIOUR A LIFE LENS, NOT
THE CHANNEL
THROUGH
WHAT I CAN ACHIEVE WITH YOU
WHAT I CAN BUY FROM YOUFROM
TO
CON TIN UOUS BEHAVIOUR
Dreaming No specific purchase intent
Exploring Purchase intent in the category
Locating Specific product or service
Experiencing Post-purchase using product or service
Dreaming No specific purchase intent
Exploring Purchase intent in the category
Locating Specific product or service
Experiencing Post-purchase using product or service
MINDSTATES DREAMING BE INSPIRED LEARNING HAVING FUN
I WANT TO GET FITTER
Dreaming No specific purchase intent
Exploring Purchase intent in the category
Locating Specific product or service
Experiencing Post-purchase using product or service
MINDSTATES EXPLORING BROWSE EASILY MORE INFORMATION NARROW CHOICES
I WANT A PAIR OF TRAINERS FOR RUNNING
Dreaming No specific purchase intent
Exploring Purchase intent in the category
Locating Specific product or service
Experiencing Post-purchase using product or service
MINDSTATES LOCATING EASY TO FIND USEFUL REMINDERS REASSURANCE
I WANT A PAIR OF NIKE FLYKNIT BLUE SIZE 8
Dreaming No specific purchase intent
Exploring Purchase intent in the category
Locating Specific product or service
Experiencing Post-purchase using product or service
MINDSTATES EXPERIENCING CARE AND ADVICE ACTIVE COMMUNITY GETTING MOST OUT OF PURCHASE
I WANT TO GET THE MOST OUT OF MY RUNNING
Dreaming No specific purchase intent
Exploring Purchase intent in the category
Locating Specific product or service
Experiencing Post-purchase using product or service
CON TIN UOUS IDEAS
BETA MINDSETA
CON TIN UOUS IDEAS
CON TIN UOUS IDEAS
FROM ONE OFF MONUMENTSAWAY
LOTS OF BIG IDEAS/ EXPERIENCES
BUTCON TIN UOUS IDEAS
PHYSICAL HUMAN DIGITAL
CON TIN UOUS IDEAS
P H D
Immediate Immersive Tactile
Empathetic Approachable Kind
Connected Interactive Storytelling
CON TIN UOUS IDEAS
Immediate Immersive Tactile
Empathetic Approachable Kind
Connected Interactive Storytelling
P H D Future UX platforms
“…know my preferences” One log in
Future role of the store Showrooming | Webrooming
CON TIN UOUS IDEAS
HUMAN RITUALS EMPOWERED PHYSICALLY & DIGITALLY
CREATING FUTUREP H D
CON TIN UOUS IDEAS
CON TIN UOUS TESTING
CON TIN UOUS TESTING
CON TIN UOUS TESTING
CON TIN UOUS THINKING
BEHAVIOUR IDEAS TESTING
China - New Homes
COCOONINGZHAI ECONOMY
LIVING LIFE THROUGH THE INTERNET - POLLUTION/WORK_LIFE STRESS
RESULTING IN
Cultural Attitudes - Chinese Consumers
COLLECT IDEASDIGITAL SAVVY CONSUMERS
VISUALISING DREAMSUNCERTAIN OUTCOMES
FRIENDS & FAMILYSHARE WITH
Cultural Attitudes - Chinese Consumers
DIYDIFMFROM
TO
DO IT FOR ME
Cultural Attitudes - Renovation Behaviour
DIYDIWMFROM
TO
DO IT WITH ME
Cultural Attitudes - Renovation Behaviour
Experience Signatures™ | Vivid Homes VIVID Coaches
Experience Signatures™ | Vivid Homes Get started
Experience Signatures™ | Vivid Homes Collect ideas with an interactive card
Experience Signatures™ | Vivid Homes See your ideas with a cost estimate
When the plan is complete customers are given VIVID gold tickets to invite friends and family to ‘Premiere their home’ at an exclusive VIP screening. Here the customers get to experience their future home in an immersive projection ‘cube’ before it’s built.
Experience Signatures™ | Vivid Homes Invite friends and family to Premiere your home
Seamless Retail™ | Experience Signatures Save and manage with the VIVID project
Seamless Retail™ | Experience Signatures How to use your new home with Home passport
Experience Signatures™ | Vivid Homes
DREAMING EXPLORING LOCATING EXPERIENCING
P
H
D
CON TIN UOUS THINKING
CON TIN UOUS THINKING
Experience Signatures™ | Vivid Homes
DREAMING EXPLORING LOCATING EXPERIENCING
P
H
D
CONTINUOUS MATRIX
Experience Signatures™ | Vivid Homes
DREAMING EXPLORING LOCATING EXPERIENCING
P
H
D
CON TIN UOUS THINKING
CON TIN UOUS THINKING
Experience Signatures™ | Vivid Homes
DREAMING EXPLORING LOCATING EXPERIENCING
P
H
D
CON TIN UOUS THINKING
Experience Signatures™ | Vivid Homes
DREAMING EXPLORING LOCATING EXPERIENCING
P
H
D
CON TIN UOUS THINKING
Experience Signatures™ | Vivid Homes
DREAMING EXPLORING LOCATING EXPERIENCING
P
H
D
Tim Greenhalgh Chairman & Chief Creative Officer @timghalgh @FITCHdesign
THANKS
Tim Greenhalgh Chairman & Chief Creative Officer @timghalgh @FITCHdesign
FITCH