by Ken Hughes, Consumer & Shopper Behaviouralist, CEO, Glacier Consulting, Ireland
What consumers and shoppers want and need has always changed. The DIY consumers that Gen Z will become will be different to the Millennials of today, as were the Gen X and Baby Boomer consumers before. Consumer change is constant, it is how we react to those changes that will define the future of the industry.
Today two-dimensional traditional retail marketplace models we have built over the past seem less and less relevant to the new consumer. They expect frictionless, hyper-personalisation, experiential value, authentic connections with the brands they consider, and relevant contextual communications. They demand instant gratification and utilise the power of the peer-to-peer economy to make many of their purchasing decisions.
Then what if we mix in the Sharing Economy, the Internet of Things, Autonomous Vehicles and Artificial Intelligence? What then? When the very nature of how and where we live, work and play are changing as consumers, of course the needs of the DIY shopper changes too. If you want your brand and business to be here in 10 years, now is the time to truly understand consumer relevance. The old ways won’t open new doors.
by Kai Herzberger, Director EMEA for eCommerce & Transformational Retail, facebook
Time spent is on mobile while multi-device consumption is on the rise. Mobile has changed the landscape of attribution of sales both in the digital way as well as the brick & mortar space. While mobile is still seen as a technology, it is a consumer behavior influencing both our creativity of marketing and our measurement solutions.
In respect to retail as such we know that 50+% of sales in brick & mortar according to research from Forrester and other institutes is happening due to digital as part of the customer journey. The presentation will provide a glance on how to factor in mobile from a creative, customer journey and measurement perspective.
by Steven van Belleghem, Expert in Customer Focus in a Digital World, Belgium
There is an urgent need for an extreme transformation of the customer relationship. Customers live in a world of self-service, big data, customer automation and the integration of the online & offline world. Failing to implement the digital relationship puts your company’s future on the line. A successful digital transformation is key, but it will not be enough. Due to the digital evolution, your customer relations need to change on a human level as well.
The key challenges in this regard are both numerous and interesting: finding a balance in the relationship between man and machine, outlining the role of the human touch and using the power to connect people with people to maximum advantage. Steven guides you through his new story ’When digital becomes human’. It’s a narrative about the combination of the digital and the human transformation in your customer strategy. This story takes you on a journey to the future. It is provocative, exciting and scary at the same time. Enjoy this amazing ride!
at the Exhibition Area. Visit our Start-Up Village and get yourself inspired.
by Alexander Zerdick, Director Retail, Google