The Digital Native Advance: A NEW SHOPPER DNA
Leading Consumer, Shopper Behaviouralist & Keynote Speaker
Speech summary Most organisations put the focus of their Omnichannel strategy too heavily on the available technologies – the tablets and smartphones, the apps and social media. But Technology is only ever an enabler for us to build better connections with our customers and end users. Technology itself is not what we should be focusing on. The real change is taking place in the global shifts within social and cultural norms. There are huge differences in expectations between consumers born Before Google (BG) and After Google (AG). As the Digital Natives (born in the 1980’s) are now entering their 30’s, we are set to witness one of the biggest shifts in global consumer behaviour, perhaps since the invention of the teenager in the US during the 1950’s. What do this generation expect from life, relationships, brands and retailers? What will they demand from a consumption and purchase experience? And most importantly how we must prepare to meet these needs. The technology shifts are of course interesting, but they are only the catalysts for what is really happening. There is a new
shopper and consumer DNA emerging, fundamentally different from anything that has come before. They are hard-wired differently. They will not react to the same stimulus that has worked for the previous generations. It is time to future proof and understand what this will mean for your brand and for your very survival as a business Using a blend of social and cultural anthropology, futurology and global consumer behaviour shifts, we will examine where this could all be heading. If your shopper DNA is changing, don’t you think it makes sense to examine this new blueprint to truly understand the implications to your business?
Some quotes from this speech “Digital is who they are, not how they shop. If the conversations that you are having in your own business around omnichannel and digital are focused on seeing the opportunity as a distribution strategy, as another channel to reach the market, you are already behind. You are missing the point ” “This generation are self-centric and self-obsessed. Personalization is already a core expectation for the digital native and businesses that fail to build this in to their strategy are going to find themselves lost in a cold wilderness of mass market irrelevance over the next 3-5 years” “This generation is all about instant gratification. They want it now. Over the next 18 months you are going to witness a shift in consumer expectations. Same day delivery is not an ‘extra’. It is set to become a requirement. This is such a shift for traditional business models that it strikes fear into most”
3 Key Learnings From This Talk
3 Key Learnings From This Talk
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The Shopper and Consumer blueprint has changed thereby impacting on their fundamental behaviours, needs and requirements as shoppers. What are the implications for your business and what you need to do to survive? This generation are less interested in buying ‘things’ and far more interested in having ‘experiences’. How can we use our brands to deliver the kind of life experiences this generation expect, and add real value within the new emerging ‘Sharing Economy’? If peer networks have overtaken the brands own voice in terms of relevance, how best can we build conversations with our target market in the future?
Testimonials “Ken’s presentations to the ECR Europe community are always a highlight and his invite to present once again at the Leaders Forum did not disappoint. His Digital DNA speech was very challenging to the business leaders in the room without exception. It was highly informative and as always incredibly entertainment. It is a window into a future that all brand owners need to witness” - Jan Zijderveld, President Unilever Europe
“On behalf of the FNLI we would like to thank you for a superb presentation that provided outstanding food for thought for many. Your insights into the digital shopper gave us all a peek into the dynamics that will shape the future. Our guests were thrilled by your presentation with rave reviews all around” - Philip den Ouden, Director, FNLI (Grocery Association) Netherlands
“Mr Hughes’ presentation at our European Regional Forum was a phenomenal success. Our delegates from a wide range of GS1 markets thoroughly enjoyed his insight into the changing consumer dynamic and his thoughts on digital and omnichannel resonated with many for the rest of the event. A fast paced and really entertaining look at how shoppers are changing and how we need to change with them. A must see“ - Nicolas Florin, Chairman GS1 Europe
Some key events at which this talk has been delivered in 2014 • ECR EUROPE CEO & LEADERS FORUM, Brussels • DLF NORWAY, Grocery Industry Association Conference, Oslo • FNLI NETHERLANDS, Grocery Industry Association Conference, Utrecht • ECR NATIONAL CONFERENCES, Poland, Ireland and Austria • GS1 EUROPE - REGIONAL FORUM, Nice
About Ken Hughes Leading Consumer, Shopper Behaviouralist & Keynote Speaker Ken Hughes is Europe’s leading Consumer & Shopper behaviouralist. He is a global thought leader in the areas of shopper psychology, consumer behaviour, retail futurology, retail strategy, omnichannel, and shopper marketing. He is a part-time lecturer in Consumer Behaviour in University College Cork, and a regularly invited keynote speaker on the international industry conference circuit. His interests extend to neuromarketing and behavioural economics, with particular focus on their application to shopper motivation theory. Over the past 14 years, as founder and CEO of Glacier Consulting, he has pioneered developments in shopper behaviour insight, particularly in the fields of biometric shopper research and ethnography. His clients mainly include large international blue-chips such as Heineken, Kraft Foods/Mondelez, Coca-Cola, Diageo, Walmart, IKEA, Nivea, 3M, Nielsen, AXA, Unilever, Mars Masterfoods and European organizations such as GS1, ECR and many other national FMCG associations.
His speaking style is highly energetic, captivating and inspiring, all delivered with a generous helping of Irish wit.
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