Beyond The Future of Consumer Engagement
The tech road to 2025 The data produced by connected devices is useful but it could be much more powerful if brought together.
Visual / multimedia content becomes dominant means of communication
Predictive analytics is successfully implemented
I M PA C T O N CONSUMERS
Retail/Commerce anywhere/ everywhere Experience Economy intensifies: personalised, relevant, immersive
Social media platforms become shoppable, transforming the path to purchase and making it easier for individuals to sell online
2015
Artificial Intelligence delivers real-time service improvements on a range of platforms
BioMEtric personalisation expected as majorities adopt some form of wearable tech Consumers can now know everything about a product just by approaching it
2020
2025 2
Engagement 2025: drivers of change Brand focuses on emotional engagement THE SAVVY RECEIVER
THE SELECTIVE RESISTOR
Brand is enabler/curator
Consumer is enabler/provider Brand focuses on functional engagement 3
Four routes to consumer favour Brand focuses on emotional engagement
PERSONAL NOT PERSONALISED
EGO GENERATED CONTENT
Brand is enabler/ creator
Consumer is enabler/ provider
COLLABORATIVE/ COMPETITORS
PREDICTIVE CONCIERGE
Brand focuses on functional engagement 4
[Video – link in notes]
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PERSONAL NOT PERSONALISED
UNIQUE BELONGING
ON DEMAND LIVING
WIRED GUANXI 6
“When shopping for groceries I would like it if loyalty discount offers related more directly to my own tastes”
73%
of loyalty card users
Source: nVision Research │ Base: 1185 online respondents aged 16+, GB, 2015 January
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Follow my lead
53% follow brands
4 in 5 brand followers expect instant response
Source: nVision Research | Base: 1500 online respondents aged 16+, GB, 2015 April (brand followers) Source: nVision Research │ Base: Average of 25 global markets, 2015 February
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NEXT
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BEYOND
EGO GENERATED CONTENT
PERFORMATIVE PERFECTION THE CELEBRITY NEXT DOOR
5* CONSUMER 10
EMOTIONAL ASPIRATIONS SELF
SOCIAL CIRCLE
NEARLY
2 in 3
2 in 3
brand followers think companies should follow them
social circle is key to identity Source: nVision Research │ Base: Average of 7 developed markets, 2015 September (follow) Source: nVision Research │ Base: Average of 25 global markets, 2015 February
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The play
45% would be happy if a company rates them as a customer
“I wish I was more like the person I describe myself as on social media”
Creator
Catalyst
Enabler
“I do not feel as though I am reaching my full potential in life”
½
Source: nVision Research | Base: 1000-2000 online respondents per country aged 16+ (China 16-64), 2015 September (rate) Source: nVision Research | Base: 1000-5000 online respondents per country aged 16-64 (Indonesia & S. Africa 16-54), 2015 February(potential) Source: nVision Research │ Base: All social networkers among 1000-5000 online respondents per country aged 16-64 (Indonesia, Mexico & S. Africa 16-54), 2014 (I wish)
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NEXT
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BEYOND
PREDICTIVE CONCIERGE
PROBABILITY GETS PERSONAL PEER POWER
LIQUID SKILLS
CRUISE CONTROL 15
Routes to access “I try to appear in control of my life at all times”
% who highly value learning new skills
52%
57%
% interested in “a service that helped me to understand the impact of my current diet on my future health”
50%
Source: nVision Research | Base: 1000-5000 online respondents per country aged 16-64 (Indonesia & S. Africa 16-54), 2015 February
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NEXT
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BEYOND
COLLABORATIVE/COMPETITORS
SEEKING OPTIMISATION
GEMINI BRANDS
EXPERTS FOR EVERYTHING 18
“I would like to be able to pay for things online with just one click” % used a 2 hr delivery service
15% 57% % used/interested in a 2 hr delivery service
Source: nVision Research │ Base: 1000-2000 online respondents per country aged 16+ (China 16-64), 2015 September
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NEXT
SMALL ENTERPRISE DISTRIBUTION P L AT F O R M Automatically checks local providers to deliver competitive price
Sources local delivery options
POWERED BY
Selects most efficient route
£ £
£
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BEYOND
Brand focuses on emotional engagement
Consumer is enabler / provider
Brand is enabler / creator
Brand focuses on functional engagement
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Four routes to consumer favour Brand focuses on emotional engagement
PERSONAL NOT PERSONALISED
EGO GENERATED CONTENT
SERVICE AND SKILLS
ENGAGEMENT
Brand is enabler/ creator
Consumer is enabler/ provider
COLLABORATIVE/ COMPETITORS
PREDICTIVE CONCIERGE
EFFICIENT CHANNEL MANAGEMENT
PRODUCT is PROBLEM SOLVING
Brand focuses on functional engagement 22
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