1. BREAKFAST SESSIONS #1 CLOSING THE GAP BETWEEN BRANDS AND CONSUMERS DUB & BRANDHOOK JANUARY 2015 2. THE FORMULA FOR CLOSING THE GAP 3. DIGITAL WORLD = CONSUMER IN CONTROL 4. A brand is no longer what we tell the consumer it is it is what consumers tell eachother it is. Scott Cook, Co-Founder, Intuit WHAT IT MEANS IS THAT MARKETERS NO LONGER OWN THE BRAND 5. CONSUMER BEHAVIOUR HAS CHANGED BUT BUSINESS IS STRUGGLING TO KEEP UP 6. Nearly of our young banking customers had more than two accounts SOLVING THEIR OWN PROBLEMS 7. CONSUMERS WANT AN EFFORTLESS CUSTOMER EXPERIENCE 8. THE FORMULA FOR CLOSING THE GAP 9. 1. FROM STORYTELLING TO STORY DOING 10. Purchase a Twillory shirt and it is delivered to your doorstep. Included within this package is a pre- paid package where you replace the items youve just purchased with the shirts that you possibly dont wear or need anymore. All you need to do is send back [the only effort required] Twillory then inspect, launder and repackage these items, giving them to the charity, Career Gear, who use your gently used items to help the jobless, homeless and disaster stricken. TWILLORY 11. American Express is demonstrating its commitment to small business via its OPEN forum A social space where the business owners can share their stories, exchange ideas and make smarter decisions AMERICAN EXPRESS 12. Internet shopping site Zappos has introduced a new service that helps customers track down any fashion item even if the company doesnt sell it. Called #AskZappos, the service provides a digital personal assistant who takes requests in the form of images and finds the exact item, while also providing links to some alternatives. ZAPPOS 13. THOUGHT STARTER: HOW ARE YOU OR YOUR CLIENTS STORY DOING? 14. 2. CONSUMER CO-CREATION 15. AN INTERACTIVE METHODOLOGY PRODUCES ACTIONABLE CONCEPTS BASE IDEA FIRST ITERATION SECOND ITERATION CONTINUOUS IMPROVEMENT HONES IN ON THE BEST SOLUTION 16. Listening to consumers in online forums talk about stains helped Nivea formulate ideas around deodorant needs, their R& D department worked up concepts Consumers were invited to be a part of evaluating and refining those concepts they used the wisdom of the crowd to formulate the insights that drove new product development. NIVEA INVISIBLE 17. Currently 60% of all pizza orders are adjusted from the menu. DOMINOS PIZZA MOGUL 18. 3. EMPOWERING FRONT OF HOUSE STAFF 19. Nordstrom Rules: Rule #1: Use best judgment in all situations. There will be no additional rules. THE NORDSTORM WAY 20. Best Buys employees answer customer queries through twitter. There are 100 approved Twelpforce members who answer questions via the twitter handle whilst there is down time in store. BEST BUYS AND TWELPFORCE 21. Telstra has revamped its key stores and given its store staff the tools to help customers in a non intrusive way. Shoppers can view and play with products, then scan them into a chip that they can take home to review and then buy allowing the store staff to behave more like a concierge. STORE CONCIERGE IN TELSTRA 22. We really have no call centre, and all customer service is done by the online community. I dont know of another company like us. Robbie Hearn Head of Member Experience GIFFGAFF 23. 4. IN REAL TIME 24. THE GAP 25. Customers in Stockholm who cannot make it to a pickup point can add their parcel to the MyWays app, select the time and place where they want to receive the parcel and nominate how much they are willing to pay for the delivery. On the flipside, the service allows fellow civilians to earn some extra money by selecting the parcels they would like to collect and deliver, with many opting to deliver packages along their route to work or other journey they may be on. DHL SWEDEN 26. A Dutch company has invented a table matt that offers instant recipe ideas once the vegetables are recognised. Based on an algorithm recipes are suggested based on the vegetables that appear on the table. REAL TIME RECIPES 27. With approximately 75% of purchases being made 15 miles from home, Shutl offers one hour delivery (at a cost). SHUTL 28. 5. UNDERSTAND THAT OUR BEHAVIOUR IS HABITUAL 29. 46% of our daily lives is driven by rituals and routines. Consumers buy on autopilot: what does that mean for your brand? BrandHook Study 2012 OUR BEHAVIOUR IS RITUALISTIC 30. Habits are made up of a Cue, the Routine and then the Reward. To change or reinforce habits, they can either be disrupted or strengthened by changing the cues or triggers. DISRUPT OR STRENGTHEN 31. DISRUPTING BEHAVIOUR 32. Uniqlos sister brand, GU, has launched a new offering allowing shoppers to try before they buy by taking the items outside of the store for a test drive. In Tokyo, the GU Fitting service allows shoppers to select and try on three items that can be worn for one day without payment. At the end of the day, wearers must return to the store to either pay for, or give back the items. GU PRODUCT TEST DRIVE TO DISRUPT RETAIL REPERTOIRES 33. DISRUPTING BEHAVIOUR 34. THOUGHT STARTER: HOW HABITUAL ARE YOUR CUSTOMERS AND DO YOU NEED TO DISRUPT OR STRENGTHEN TO GROW 35. 6. QUANTIFYING CONSUMER BEHAVIOUR 36. Amazon has patented an anticipatory shipping system that ships goods to the closest distribution centre even before you order them. They deliver to a local caf and store books in the store room until the order is made and can then be fulfilled. AMAZON 37. The DisneyWorld bracelet provides the customer with the ease of navigating the park as well as pre planning. Importantly it gives DisneyWorld a view of how consumers are interacting with their park what people are using, how and when. DISNEYWORLD 38. 2nd Floor, 65-67 Leonard StreetShoreditch, London, EC2A 4QS www.brandhook.com