THE FUTURE of RETAIL
INCREASE CUSTOMER LOYALTY
'the commuter' modern mainstream
upper middle class, educated values: luxury, status, safety, efficiency, speed, aesthetics, craftsmanship, quality, reliability lives outside NYC, comes in for weeks at a time
shapes
present
past
future
influences
product driven scenario to an experience driven
outcomes
environment
social platform
branded behavior
engagement
personalization
co-production and participation in design process
establishing brand as a lifestyle, instead of just a product, 'living the brand'
highly detailed data streams services and products tailored to individual needs
li a re
bi
sense
act
feel
5
modules of experiential behavior
relate
think
lity
eff icie
u t into the fu lity a qu
st yle
st
ep
re
reliable peer reviews, encouraging social 'face to face' interaction
ncy
hip safety craftsmans
BMW strives to be the #1 luxury and performance brand in the US and establish themselves as the leader of innovative, sustainable and affordable performance cars.
2025 CUSTOMER PROFILES
2025 - the retail environment of the future will shift from a
efficiency technology planning
patience fashion stubborn
'the achiever' upper liberal
upper middle class, educated values: luxury, status, safety, efficiency, speed, aesthetics, craftsmanship, quality, performance lives in NYC, works in NYC
efficiency strategy reliability
technology emotion temper
'the innovator' post modern
middle class, educated values: sportiness, sustainability, safety status, performance, innovation, efficiency, aesthetics, speed lives in NYC or outside works in NYC
motivation technology confidence
hyperactive selfishness impulsive