This was a keynote I gave for Colruyt Group, about the future of retail POS interaction opportunities and behavioral consumer trends. The talk focuses on contextually relevant content delivery, defined by Google as micro-moments.

1. In The Age Of Consumer Empowerment
MIEL VAN OPSTAL | 2016, JANUARY 27 MANAGING THE FUTURE EXPECTATIONS OF THE HYPER-CONNECTED CONSUMER

2. linkedin.com/in/mielvo
@coolz0r
Hello! :)

3. MANAGING THE FUTURE
EXPECTATIONS OF THE
HYPER-CONNECTED
CONSUMER

4. http://www.bbc.com/news/technology-34066941
IS THERE A LIMIT
TO PROCESS
AUTOMATION?

5. SALES STRATEGY
AUTOMATION
ISN’T A THING

6. NICHE & CRAFT SKILLS
COMPLEMENT AUTOMATED
CUSTOMER SUPPORT

7. WE ARE ARCHITECTS OF OUR OWN DEMISE
…and it will push us towards our survival
TOOLS DON’T CREATE ACTION,
CLEAR STRATEGY AND EFFECTIVE
CONSUMER ENGAGEMENT DO

8. BRAND EXPERIENCE
IS MORE IMPORTANT
THAN PRODUCTS

9. A TEAM OF INDUSTRY EXPERTS
SUPPORTS A LEANER &
MORE AGILE MARKETING DPT

10. → Data
→ Data
→ Personalization
2020 FORECAST OF THE
BANKING INDUSTRY’S
KEY POINTS OF FOCUS

11. PERSONAL SERVICE SUPPLY, TALKING
TO AND REASONING WITH PEOPLE
CAN AND WILL BE PROGRAMMED

12. Virtual Agents, Video Concierge Services
Intelligent Interactive (POS) Connected Displays
Smart Display Streaming Networks
Universal Language - & Voice Recognition Technologies
Deep Learning & Artificial Intelligence
THE ALWAYS-ON, INSTANTLY TAILORED AND
HYPER-PERSONAL CONCIERGE SERVICE
IS THE ULTIMATE PERSONAL CONNECTION

13. source
CONCIERGE SERVICES
ARE THE NEXT BIG THING

16. source
VIRTUAL SERVICES GOOGLE NOW
AND AMAZON ALEXA
ARE CLOSER THAN YOU THINK

17. source
source

18. The downsides to virtual reality,
and the challenges for adoption,
are well-documented and
completely fair. source

19. HONEST IMMERSIVE BRAND
EXPERIENCES WILL CREATE
MORE PROFOUND CONNECTIONS

20. AMAZON ECHO
IS A VIRTUAL CONCIERGE
READY FOR E-COMMERCE

22. EXPECT DASH BUTTONS TO BE BUILT DIRECTLY
INTO BRANDS’ OWN HARDWARE.

27. CONNECTED DEVICES GIVE
US CUSTOMIZING POWERS
OVER SMALL DETAILS IN
OUR DAILY LIVES.

28. BAIDU’S SMART CHOPSTICKS, ALSO KNOWN AS KUAISOU IN CHINESE,
CAN MEASURE THE FRESHNESS OF COOKING OIL,
pH LEVELS, TEMPERATURE AND CALORIES,
AND EVEN FRUIT SWEETNESS WITH VARIETY AND ORIGIN DATA

29. THE AMOUNT OF HYPER-PERSONAL
DATA PRODUCED BY CONSUMERS
IS UNPRECEDENTED AND IMMENSE

30. MORE THAN 900 SUPPLIERS OF IOT DEVICES WERE PRESENT

31. WE LIVE
IN
DIGITAL TIMES

32. source
HONEST IMMERSIVE BRAND
EXPERIENCES WILL CREATE
EMOTIONAL CONNECTIONS

33. A SENSORWAKE ALARM CLOCK CAN LITERALLY WAKE YOU UP
WITH THE SMELL OF FRESH COFFEE. (BACKED BY GIVAUDAN)

34. source: linkedin / gaping void
WE PAY A LOT FOR
A FEW SECONDS
OF ATTENTION

35. With each email, we’re asking people to
commit a measure of their time, and we
try to be respectful of that.
Fabio Carneiro, MailChimp
source
WE’VE REACHED THE PEAK
OF CONTENT MARKETING AND
ONLINE ADVERTISING

36. source
INVENTIVE COMMERCIALIZED
LEAN & AGILE NICHE SERVICES
CAPITALIZE ON SYSTEM GLITCHES

37. MOTIVATED CONSUMERS
ACTIVELY HELP IMPROVE
YOUR BUSINESS PROCESSES

38. FACEBOOK HAS
A SOLID
BUSINESS MODEL

39. By the second half of 2015, Snapchat reached 15 percent of US Internet users
older than 18, according to ComScore
“Youtube, Twitter, email, I was always on those platforms a year before they really
exploded and I landgrabbed,”
“So why Snapchat? Because my intuition hasn’t failed me that often before.”
- Gary Vaynerchuk
source
SNAPCHAT IS THE TRUE,
BARE, HONEST VERSION
OF THE FAKE FACEBOOK

40. http://www.businessinsider.com/snapchat-gets-4-billion-video-views-per-day-2015-9?IR=T
POWER OF APPS
AND THE IM/CHAT
REVOLUTION

41. The customer journey decentralizes,
becoming a series of
non-linear mobile-centric micro-moments,
mimicking everyday
consumer activity and communication.
To reach mobile customers in each
moment of truth requires new
methodologies for search,
advertising, content engagement,
sales and support.
HYPERLOCAL CONTEXTUAL AND CONVERSATIONAL CONTENT
WITH LIVE SUPPORT AND CONSUMER JOURNEY GUIDANCE, TO
CREATE EXPERIENCES TO PURSUE CONVERSION AND ESTABLISH
A SINCERE AND STRONG EMOTIONAL BRAND CONNECTION

42. Live streaming (video) continues to bring niche
moments to life, interrupting streams everywhere,
making conversations on demand
a valuable form of engagement and entertainment.

43. THE ON-DEMAND ECONOMY WAS
INITIATED BY A
MOBILE FIRST APPROACH

45. Source: Google Belgian Research http://www.thinkwithgoogle.com/tools/mobile-purchase-journey.html
MOBILE SEARCH
INDICATES
URGENCY & DEMAND

46. Source: http://www.gauc.be/news/detail/cross-device-tracking-with-a-user-id
MULTIPLE POCs
CONTEXTUAL
MICRO MOMENTS

47. IT’S A CONDITION
IT’S FOMO
IT’S OPPORTUNITY

48. TODAY, E-MAIL IS
THE BEST MOBILE
CONNECTION

49. Retail beacons have huge potential, but it can only be met when
chains move beyond seeing beacons solely as tiny ad broadcasters

51. Attract Convert Deliver Upsell ReferralEngage Nurture
Shift in consumer behavior
Problem? Options? Evaluate Choose/Buy Experience Complete Recommend

52. Attract Convert Deliver Upsell ReferralEngage Nurture
Shift in consumer behavior
Problem? Options? Evaluate Choose/Buy Experience Complete Recommend

53. Shift in paid discovery

54. The retailers who can compete are those which can create value by
reducing the stress of the shopping mission.
— Steve Mader, Vice President – Digital & Retail Insights at Kantar Retail
FRICTION REDUCTION
IN EVERY STEP OF THE
CUSTOMER JOURNEY

55. https://www.wish.comsource

56. http://www.springwise.com/top-10-business-ideas-travel-tourism-12-months/
PEACE
OF MIND
AS A SERVICE

57. THERE IS A NEED FOR A UNIVERSAL, PORTABLE, CONNECTED CONSUMER PROFILE
THERE IS AN OPPORTUNITY TO OWN THE SPACE BETWEEN BRANDS AND CONSUMERS
TO FACILITATE THE IN-APP CONNECTION, ANALYZE AND COLLECT CONSUMER DATA
TO OWN THE PLATFORM THAT DISTRIBUTES TAILORED RELEVANT INFORMATION

58. • Take-Aways for Today
• Collecting and processing real-time analytics
• Owning the buffer zone between brands and customers
• Responsive customer - & conversion journeys
• Intelligent Data Management, Smart Data Collection
• Inbound marketing strategies
• From omni-channel to right-channel
• B2B, B2C, C2B & O2O

59. http://www.nytimes.com/2015/09/02/technology/personaltech/google-says-its-not-the-driverless-cars-fault-its-other-drivers.html?_r=0
HUMANS ARE
THE
WEAKEST LINK

60. linkedin.com/in/mielvo
@coolz0r
+32 472 675 692
miel@wavelab.be
MIEL VAN OPSTAL
Much obliged!