1. @folkwithpurpose
Questions? Insights? Witty Heckles?
Tweet @KiwiSheehy
ePlot ickens
Digital StorytellingDigital Is Dead
Effective Retailing & Engagement
in the Omnichannel World

2. I’m Paul,
I likebright trousers.
I’m Paul Sheehy.
I like bright trousers, and telling stories.

3. Today’s insights will enable you to
Inspire and engage your consumers
like never before…
Part 1.
Digital Is Dead
Part 2.
Enabling Great Experiences
Part 3.
The Future

4. Part 1.
Digital Is Dead

5. We asked some astute
university graduates
to define digital…
“Information that is communicated
through the use of a complex language
involving 1s and 0s.”
“Something going through a computer.”
“Communication through technology
including
websites, email, social media, phones,
etc.”

6. -
We use to specify colour or B&W television
until all TVs became colour

7. Digital, as a thing, is dead.
Everything is digital.

8. &
We no longer live in a world
where digital is a part of it -
we lead digital lives.

9. Part 2.
Enabling Great Experiences

10. Our focus must move away from
the technology itself, to the
experience that the technology
enables for our consumers.

11. Enter: Invisible
Technology
Underpinning retail to create a seamless experience
The ultimate strategy allows consumers to
use a host of platforms interchangeably for
shopping, ordering, purchasing, pickup,
delivery and returns.
In order to reach the consumer first, faster
and more often than competitors…

12. Symphony jQuery Editor
Dubai’s home of luxury fashion launched a responsive Magento
eCommerce site for a shopping seamless experience across
platforms…
Featuring customizable shoppable magazine, ‘Notes’

13. Enter: Invisible
Technology
Underpinning retail to create a seamless experienceOliver Bonas, Gifting

14. In a crowded marketplace, it’s also
vital to craft an authentic retail
experience both on and offline.
Technology is the vehicle to
deliver stories.
Invisible Technology
Underpinning retail to create a seamless experience

15. Burberry
Burberry’s omnichannel offering is seamlessly integrated,
delivering a rich shopping experience
with LED screens, films, fashion shows, music,
storytelling, education, and more...

16. Burberry
with LED screens, films, fashion shows, music,
storytelling, education, and more...

17. “Research indicates that consumers who
shop both online and in store spend 2 -
3x as much as shoppers who only shop
from one.”
– Robin Lewis, Forbes Magazine
Invisible Technology
Underpinning retail to create a seamless experience

18. Burberry
Including their most recent retail accomplishment
Live shop the catwalk @ London Fashion Week

19. Net-A-Porter
While they don’t have a physical store,
the vast multi-brand retailer stepped into the physical realm
in February with a shoppable magazine

20. Connected Commerce
The natural evolution of eCommerce
For brands with purpose, creating an
authentic retail experience is as
much about crafting meaningful
connections with consumers as
selling products.

21. Which is why
Everything
a brand does must connect with people in
a way that is more than just linear.

22. 5 Things You Can Do To
Craft Meaningful Connections
Inspire
Make space for ‘Froth’
Reward
Learn
Adapt

23. 5 Things You Can Do To
Craft Meaningful Connections
1. Inspire
Inspiration must come first,
whether through our eye-
opening content, captivating
film, sensory marketing or
feel.
Kate Spade Saturday,
Taking window shopping to a new
level with a completely new and
innovative shopping experience…

24. 5 Things You Can Do To
Craft Meaningful Connections
2. Make space for
‘froth’
Make the most of the buzz
and empower consumers by
giving them the space to
make noise about you.
Brands engaging with
consumers through
consumer-generated
photo sharing have seen
up to 3x increase in
conversion - Olapic

25. Fun Fact
Chanel is the most #tagged fashion brand on Instagram
even though the brand doesn’t have an official account
- L2 Think Tank
Froth will happen with or without your help.
It’s up to you to make the most of it commercially.

26. 5 Things You Can Do To
Craft Meaningful Connections
3. Reward
A way to create deeper
connections with your
all-powerful tribe
voice and encourage
further contribution
from your consumers is
to reward them for
their efforts…
Hi Fleurie,
Thanks for sharing a photo of your purchase from SIVVI on
Twitter yesterday! As you had 547 ‘highly engaged’
followers at the time of your Tweet, we’d like to offer
you:
25% off of your next purchase over at sivvi.com
Have a nice day,
Love SIVVI

27. 5 Things You Can Do To
Craft Meaningful Connections
4. Learn
The world is made of stories,
not atoms, and we can gather
data from these stories to
help improve the experience
we offer.
With the appropriate
analytics we can keep up with
what’s going on in our brand
universe.

28. 5 Things You Can Do To
Craft Meaningful Connections
5. Adapt
Observe closely how they
interact with the
technology you provide
them, so that you can
constantly evolve and
improve your offering to
make it:
- Quicker
- Easier
- More relevant

29. Part 3.
The Future

30. Globalisation
The Internet and evolution of technology has essentially
integrated the entire world.

31. Globalisation
Think global, act
local.

32. Globalisation
That’s been HSBC’s mantra for 14 years…

33. The Future: Transformation
There’s no denying we're
heading into a transformative
do-or-die era of retail that
demands more of brands…
But there's light at the end of the tunnel if we
evolve and adapt, work creatively, and harness the
enormous power of technology and global
integration.

34. But most importantly, businesses will soon be powerless to
part consumers with their money as ‘selling for selling
sake’ becomes old-hat.
So we’ve got two options:
1. We lose customers until our final campaign
barely registers and our business dies.
OR
2. We bring heart into our business.
The Future: Transformation

35. “Giving people positive experiences and
meaningful products and services, and
improving the quality of life for both
consumers and employees.”
– Robin Lewis, Forbes Magazine
The Future: Transformation

36. HSBC
A business with a distinctive mantra, HSBC is once again seen to be
embracing the future of business transformation before any of its
banking competitors…

37. Finisterre
A brand with purpose, Finisterre is sculpting the cold water
surfing industry. We took Finisterre to Magento Enterprise to help
them make the most of their dedicated social activities, beautiful
film and photography.
#coldwatersurf

38. A Purposeful Campaign
Just imagine a world where brands ‘gave back’ in a way that helped
to promote their own values and mission too?
For a FREE copy of Rio Breaks email: paul@wearefolk.com
Or Tweet @KiwiSheehy

39. Summary
-
Digital is dead.
Everything is digital.
The faster and more connected the world gets
the more consumers will demand authentic
connection.
Brands who tell stories with purpose and connect
will thrive.
Create content to create meaningful experiences.
Storytelling is the vehicle for experience.
Be prepared for transformation.
Bring some heart into your business.
ePlot ickens
Digital Storytelling

40. Competition
To WIN a day-long Why Workshop with Folk for you and your
team, and get to the heart of your brand again
Simply Tweet us your experience of
today’s session to:
@folkwithpurpose

41. Tweet me @KiwiSheehy | Tweet us @folkwithpurpose
Email us hello@wearefolk.com | Call us 01202 289 000
ePlot ickens
Digital StorytellingThat’s all folks!
Thank you