How do we deal with the new retail paradigm? Dominique Bonnafoux, senior strategist, walk us through the latest trends in personalisation, experience and convenience. This was presented at Pulse London on May 16th.

1. Dominique Bonnafoux
Senior Strategist
@FITCHdesign
#Pulse16
RETAIL 2020

2. THE FUNDAMENTALS OF WHAT A STORE
‘IS’ (ITS PURPOSE AND FUNCTION) ARE IN FLUX

3. RETAIL WILL CHANGE MORE IN THE
NEXT 5 YEARS THAN IT DID IN THE LAST 50

4. THIS CHANGE IS NOT JUST DRIVEN BY ECONOMIC
PRODUCT OR INDUSTRY TRENDS (ALTHOUGH THEY
REMAIN AN INFLUENCE).

5. RATHER, TOMORROW’S STORE IS BEING
SHAPED BY NEXT GEN SHOPPERS’
BEHAVIOURS, NEEDS AND DEMANDS.Benetton

6. DEMOGRAPHIC BLURRING
What Gen Z do in their spare time
37% listening to music
27% reading
17% reviewing social media
16% playing video games
Source: Nielsen 2015
Boomers are most likely to be distracted
by tech at mealtimes
52% are connected while eating,
compared to 40% of Millennials

7. RETAIL’S NEW REALITY

8. IS SHOPPERS THAT ARE
‘IN A CONSTANT STATE OF PARTIAL ATTENTION’

9. A GROUP FOR WHOM THE THRILL OF THE NEW
AND THE NEXT GREATLY MATTER…

10. …NOT TO THE DETRIMENT OF SOCIAL
RESPONSIBILITY
A GROUP FOR WHOM THE THRILL OF THE NEW
AND THE NEXT GREATLY MATTER…

11. CONSUMERS WHO ARE REWRITING
THE RULES OF DEMAND...

12. AND THEREFORE, BY PROXY,
THE RULES OF SUPPLY
CONSUMERS WHO ARE REWRITING
THE RULES OF DEMAND...

13. ENGAGING CUSTOMERS SHOPPING
IN A CONSTANT STATE OF PARTIAL ATTENTION

14. ENGAGEMENT - BEFORE
IKEA, Sydney Louis Vuitton, Miami FL IBM Food Truck, Austin TX
VISUAL DISRUPTION CHAMELEON STORES OUT OF CATEGORY

15. ENGAGEMENT - NOW
Marriott ibeacons, US Carphone Warehouse, UK Adidas Neo, Berlin
TIME & SPACE INSTANT INFO SEAMLESS

16. ENGAGEMENT - NEXT
Metaio, Germany BA, UK Doppel, US
INTERACTIVE SURFACES RESPONSIVE WEARABLES

17. MEMORABLE EXPERIENCES
TRUMP BUYING ‘STUFF’
Peak Performance, US

18. CREATE EXPERIENCES
THAT PROMPT CONVERSATIONS

19. EXPERIENCE - BEFORE
Meat Pack, Guatemala Nike Run Club, Amsterdam Frank Bank, Singapore
LIVE ADVENTURES SOCIAL EVENTS DIALOGUE

20. EXPERIENCE - NOW
Apolosophy, Stockholm Globetrotter, Berlin PIRCH, USA
PHYSICAL DIGITAL POWER OF PLAY SENSORY SPACES

21. EXPERIENCE - NEXT
Dior VR, Paris Fiat Live Store, Sao Paulo B&Q Vivid, Shanghai
VIRTUAL REALITY REMOTE INTERACTION SIMULATIONS

22. THE HIGHEST CURRENCY FOR THESE
CONSUMERS WILL BE RELEVANCE

23. PERSONALISATION MEANS THE
‘ONE SIZE FITS ALL’ APPROACH IS OVER

24. PERSONALISATION - BEFORE
Dunhill House, Shanghai Cookhouse, Berlin Papabubble, Tokyo
HERITAGE EDUCATION WORKER THEATRE

25. PERSONALISATION - NOW
Audi City, London Lego Cuusoo Nixon Watches, Paris
TOOLS REWARDS IN-STORE CUSTOM

26. PERSONALISATION - NEXT
Google Project Ara Normal Earphones, New York GENEU, London
MODULAR PRODUCTS UNIQUE QUANTIFIED SELF

27. BEYOND LOCATION AND TRANSACTION
DYNAMIC LIFESTYLE VENUES
INSPIRING EXPLORATION AND DREAMING

28. THIS IS THE PACE THE NEW SHOPPER
IS USED TO, IT’S WHAT THEY EXPECT
GOOD ENOUGH, NEW, NOW.

29. Dominique Bonnafoux
Dominique.Bonnafoux@fitch.com
THANK YOU