February 2016

Event summary

ACRS

Event Details

2

Inside Retail Academy’s Managing Marketing In A Multi Channel Retail Environment - One Day Intensive Workshop

23-24th February 2016

The Sheraton Hotel, Melbourne

The Sheraton Hotel, Sydney

https://www.insideretail.com.au/blog/2016/02/16/book-now-to-learn-about-the-future-of-marketing /

“Find out what it takes to be a modern marketer in a fast paced, technology fueled, ever-evolving retail environment at Inside Retail Academy’s first event of the year.”

Three members of the ACRS team attended Inside Retail Academy’s one day intensive workshop. One member of ACRS presented at the events in both Sydney and Melbourne.

ACRS

Event Highlights – John Batistich, Westfield

3

Future of Retail

John Batistich, Director of Marketing, Scentre Group/Westfield

• 5 disruptors in the retail industry: demographic, power east, sustainability, gen/robo/nano and connectivity

• 6 experience moments in retail: discover, find, buy, acquire, use & share, relationship

• 11 retail shifts: one seamless experience, direct customer relationship, personalized customized, contextual near me, mobile on-demand services, real time social VM/content, fast fulfilment options, better store design/product, interactive smart stores, authentic storytailing, passionate informed people

• 8 retail futures: Apple store design 2001, customised +2008, Lego 3D hologram 2009, John Lewis fulfilment 2009, mobile shopping +2011, Burberry digital store 2012, Amazon delivery +2013, robotic service +2012

• 8 capabilities: curiosity & agility, data analytics, engineering/coding, experience design, understanding context/conversations, personalizing content, collaboration, empowered service

John gave a very energetic and fast paced presentation that overviewed the future of retail. He brought together many different ideas about what is happening in retail. This included the more macro trends shaping the industry and the change in the customer shopping journey which is changing the way things need to be done. John also pointed out some shifts or emerging trends happening around the world and the pace at which they are being adopted. Many things we talk about as trends have been started a long time ago and mass uptake is yet to be reached. John finished with an outline of the new skills needed in retail as a result of these changes.

ACRS

Event Highlights – James Johnson, Demandware

4

Democratisation of Retail

James Johnson, Director of Customer Success & Retail Practice, Demandware

• The changing face of retail

• Retailers are democratized: social commerce, mobile commerce, stores, global commerce

• New currencies: Immediacy, Frictionless, Trust, Flexibility, Personal

• Immediacy: Embed commerce in social

• Frictionless: Enhanced payment options

• Personal: Digitise the store, Mobilise store associates

• Flexibility: Leverage stores as fulfilment centres, Customise products

• Trust: Content and commerce

James discussed the changing face of retail and the new realities facing retailers. As a result of these changes retailers need to develop new capabilities which James framed as new currencies of retail. James shared some fascinating stories of retailers that Demandware has worked with to develop these new currencies in retail. Of particular interest was Cole Haan, which has integrated their e-commerce with Pinterest and introduced enhanced payment options to allow payment through an app at home or in store. James advocated the importance of a mobile first strategy and shared a video from OVS Milano which is integrating mobile and digitally seamlessly into the customer’s experience.

ACRS

Event Highlights – David Bauer, Super Cheap Auto

5

Leveraging Sponsorship Assets to Drive Advocacy and Sales

David Bauer, Marketing Manager, Super Cheap Auto

• Choose a property which aligns with your brand

• Make the experience better

• Connect with a human truth

• Give the power to your customers

David shared Super Cheap Auto’s experience with sponsoring Bathurst 1000 motor race held each October at Mount Panorama, Bathurst, NSW. The process of choosing a sponsorship asset was discussed and in particular, the fit between the Super Cheap Auto brand and the Bathurst race which set a good foundation for successful sponsorship. David shared the learnings that Super Cheap Auto made over the years of sponsoring Bathurst which led to better and better experiences for customers. This included innovating the pop-up store in a tent at Bathurst and introducing special events for their Club plus members. David also talked about how Super Cheap Auto created marketing campaigns around Bathurst that connected with the human truth that people have a unique and personal relationship with their car. And finally, Super Cheap Auto got their customers involved by giving them the opportunity to create and submit ads the brand. This was hugely successful for Super Cheap Auto and resonated with their very passionate customers.

ACRS

Event Highlights – Dr. Violet Lazarevic, ACRS

6

Using technology to enhance in-store theatre

Dr. Violet Lazarevic, Senior Research Consultant, ACRS

• Retail Evolution

• Shopping evolving as entertainment leading to emergence of in-store theatre

• Using technology to capture attention and cut through competitive noise through storefronts and window displays

• Using technology to engage and interact with customers through social media conversations and engaging with the product

• Using technology to amaze and entertain to create a unique atmosphere and shopping experience

Violet discussed how retail evolution has traditional physical retail stores facing their biggest ever challenge. Customers expectations around shopping are changing with customers increasingly wanting to be entertained and excited. Violet discussed how in-store theatre has emerged as a way to entertain shoppers and how technology can be used to achieve unique experiences. She discussed examples from Topshop UK, French supermarket Systeme U and UK café Makers that utilize technology in innovative ways in shopfronts and windows to capture attention. Violet presented Brazilian Mistral Wine, and UK Rigby & Peller utilizing technology to allow customers to engage with the product and gain information digitally. Dutch fashion retailer C&A was also discussed as they utilize hangers showing real-time Facebook likes of products to engage shoppers in the social conversation. Violet shared retailers creating unique shopping experiences through technology such as Intel within US Best Buy and UK Pro-direct.

ACRS

Event Highlights – Julie Stevanja, Stylerunner

7

Interview: Building a Fitness Empire through Instagram

Julie Stevanja, Founder & CEO, Stylerunner

• Instagram is the largest social media channel

• Social media allows a feedback loop

• Social media enables person-to-person conversation, beyond just the products

• Stylerunner wants to talk to customers like a best friend

• Importance of monitoring performance of social media efforts

Catherine van der Muelen from Inside Retail interviewed Julie about Stylerunner and the organization’s use of social media as a platform for engagement with customers. Julie discussed Stylerunner experience with different platforms and choice of Instagram as a primary platform due to its large customer base, focus on photographic imagery and lack of restrictions for organisations. Julie mentioned that managing an important customer channel such as social media is not something that should be delegated due to its criticality as a feedback loop from customers. Stylerunner uses Instagram interactions to learn from customers and engage in a more meaningful relationship with customers. Instagram allows Stylerunner to have person-to-person conversations with customers and share things that a best friend would share. This goes beyond the brand to trending items and news. Julie discussed the importance of monitoring performance in social media efforts and staying authentic in all social media activity.

ACRS

Event Highlights – Daye Moffitt, Principals

8

Authenticate or Die!

Daye Moffitt, Strategy Director, Principals

• Why authenticity is critical

• Authenticity is the genesis of success

• Insight on measuring and improving your own brand authenticity

• Virtue, Value, Vitality, Visibility

• How to achieve real authenticity

Daye shared her own funny venture into unauthenticity and some recent backlash towards unauthentic brands. She explained that authenticity is about always telling the truth, being proud of who you are, being kind to others and knowing right from wrong. Daye shared some great examples of different brands being truthful, even about unflattering things. Authenticity is important for being proud of your brand and what it stands for and staying true to that brand. Daye outlined Principal’s Authenticity Index which helps brands to measure their own brand authenticity. This Index measures brands against virtue which is having a clear purpose, value defined by offering unquestioned and appreciated value, vitality through original and unique experiences, and visibility with engaging and meaningful connections. Daye then discussed the importance of knowing your ‘why’ and how this helps brands to be really authentic. Authenticity can be profitable, Daye shared some examples of transparency contributing to competitive advantage and empathy leading to unique marketing offerings.

ACRS

Event Highlights – David Goodfellow, SDL

9

Australian Retailers: How are brands succeeding on social media?

David Goodfellow, Social Intelligence Lead, SDL

• Social in Context: the rise of social media channels in Australia

• Success in Context: the new customer journey, the purchase journey and the brand advocacy journey

• Consumer Insights: findings from the Social in Retail Study

• Success Today: sales, loyalty and advocacy

David outlined the rise and continued growth of social media use in Australia. For retailers the challenge is to convert all of these social media followers in order to get sales, loyalty and advocacy. David discussed how the customer journey has changed as a result of technology and how the purchase journey and the brand advocacy journey differ. Understanding these customer journeys is critical to being able to contextualize the social media commentary from customers and engage customers. David shared the findings of SDL’s Social in Retail study where 95,000 conversations between October and December 2015 related to purchase and advocacy about 10 of Australia’s most popular retail brands were analyzed. The findings revealed that the 3 most common themes were about pricing and discounts, customer service and product availability. David discussed how success today through sales, loyalty and advocacy is driven by retailers getting the basics right first.

ACRS

Event Highlights – Levi Aron, Deliveroo

10

Evidence-based Marketing in a Global Landscape

Levi Aron, Country Manager, Deliveroo

• Great customer experience creates brand advocacy

• Importance of measuring everything

• Need to obsess over details – test every campaign

• Develop ability to pivot and adapt

• Don’t be sporadic, use evidence and data

Levi shared the brand heritage story of Deliveroo, a global premium restaurant food delivery service with 800,000 customers worldwide. Deliveroo uses app technology coupled with analytics to track everything that their customer experiences including the minutes taken for each stage required to get from order to delivery to customer. By tracking and obsessing over every detail Deliveroo can better manage customer expectations around when the food will arrive, to ensure customer satisfaction. Deliveroo works hard to understand customers so that they can be hyper local and focus their EDMs and billboards. However, to deliver great customer experiences it’s important to also do things that don’t scale. Levi talked about how at Deliveroo senior executives talk to customers daily and find ways to delight customers through experimentation. This experimentation feeds Deliveroo’s ability to pivot and adapt to keep up with the changing customer and marketplace. Levi believes that customers drive the way that Deliveroo does business.

ACRS

Event Highlights – Simon Rossi, UBER

11

Marketing Partnerships with Impact

Simon Rossi, General Manager, UBER

• #Inspired by need

• #Seamlessly integrate online and offline

• #Engagement

• #Impact

• #Imagine fewer cars

Simon talked about how UBER was conceived in Paris when two of the founders could not get a taxi. UBER was inspired by a need for an offering that was not currently in the market, pushing a button to get a car. UBER owns no assets and is at its heart a technology company, it uses technology to integrate online ordering and an offline transport experience through mobile, GPS and online payment technology. Simon talked about how UBER increases engagement with customers through unforgettable experiences including UBER Transformers, UBER Chopper, UBER Ice cream, UBER Umpire, and UBER Kittens. For these experiences UBER used its business model to bring something unique and memorable to its customers to love and share. Simon discussed UBER’s positive impact on the communities it operates in, including extending the reach of public transport through providing a first or last mile after public transport, and servicing the under and employed by providing employment. Finally, Simon shared UBER’s vision for the future through UBERpool where passengers share the ride and cost with another person who happens to be requesting a ride along a similar route. This future vision is anticipated to lead to less traffic congestion, less time in traffic, fewer CO2 emissions and more jobs.

ACRS

Department of Marketing Monash Business School

Level 6, Building S 26 Sir John Monash Drive Caulfield East, VIC 3145

T. +61 3 9903 2455 E. acrs@monash.edu W. monash.edu/acrs