2022 THE FUTURE OF RETAIL
Olivia Phillips N0499639 FASH30108 LIVE VISUAL REPORT 2
CONTENTS Consumer Profiles CONTEXT Influencing Macro Trends
Key Insights Identifying the Problem Creative Primary Research
The Brand
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Idea Testing
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Identifying the Need
36
Service Logistics
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8 10 12
GP Interview
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Consumer Decision Journey
Why Skincare?
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Instore App
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Tester Pack
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BIG IDEA The Big Idea
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Architect Collaboration 47 The Campaign Timeline 49
CREATIVE CONCEPT Projection Mapping
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Summary
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Instore Layout
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References
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List of Illustrations
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Appendix
61
ROUTE TO CONSUMER Meet the Consumer
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Figure 1, Landscapes, 2016
INFLUENCING MACRO TRENDS
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POWER-PLAY
From analysing the brief, the first thing we decided to look at was researching into current and future macro trends. The first trend identified is Power Play, centred on consumers falling energy levels due to the fast pace of modern life. To address this issue, consumers are starting to change their lifestyles and are taking a more holistic approach towards their health and wellbeing by using energy centric formulations that give them a boost (Mintel,2015).
Figure 2, Stockholm Avant Gard, 2016
THE OPTIMISED SELF Optimised Self Macro Trend (LSN Global, 2015), within this macro trend consumers are no longer on a quest for perfection, rather optimisation. They are now looking for new ways of living a more effective and efficient way of life. This trend centres around self-improvement where function is no longer enough, instead enhancement is the new value.
Figure 3,Headstrong, 2016
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EARTHED
Another key macro trend is Earthed, (WGSN Vision Team, 2015) based around nature and the outdoors. People are wanting to experience nature first hand. Their relationship with nature is becoming stronger, which is providing a healthier lifestyle; linking back to the Power Play trend.
Figure 4, Ethos, 2016
MINDLESSNESS Although it is not a macro trend we looked into the behavioural attitude of Mindlessness, as it shows how consumer are making more snap judgments and are using their intuition when making decisions. This is leading brands to become more creative as they can act on impulses and spontaneity which are often affiliated with day dreaming leading to the best moment (LSN, 2015). Figure 5, Worry Will Vanish, 2015
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Figure 6, Landscapes, 2016
KEY INSIGHTS
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Figure 7, Fragrance Lab, 2014
Figure 8, PAOM , 2015
Through the use of secondary research we pulled out a number of key insights. There is now a larger need for consumers to destress due their busier lives within urbanised areas. Consumers are seeking products which enrich their everyday lives, and provide an antidote to the pressures of modern living. Brands are now changing their approach, to allow themselves to connect with consumers on a personal level. Sensory experiances are being incorporated into retail landscapes, to make mundane shopping more memorable. Figure 9, Perfect Getaway, 2016
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Figure 10, Landscape, 2016
IDENTIFYING THE PROBLEM
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80% of workers admitting that they feel stress on the job” “
Figure 11, Stressed Out, 2015
From analysing the macro trends the main problem we identified was that consumers are not taking time out to concentrate on themselves and their wellbeing, due to their addiction of living a faster life. Therefore, they are not taking the time to adopt a cleaner lifestyle, which has resulted in ‘80% of workers admitting that they feel stress on the job, with nearly half saying they need help in learning how to manage their stress levels’ (American Institute of Stress,2015).
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Figure 12, Landscape, 2016
CREATIVE PRIMARY RESEARCH
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Figure 13-19, Own Image, 2016
To conduct our creative primary research we visited the Victoria Centre in Nottingham, approaching members of the public asking them about their stress levels. We got them to answer a few questions relating to what makes them stressed and how they prevent this. Furthermore, this process had to be quick and easy, so participants could answer impulsively, therefore we laid out the questions and answers on a pin board with images. The reason for conducting this research was to confirm how stress impacts amongst ordinary people. We found that relationships and work life were the key factors contributing to their stress levels.
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Figure 20, Landscape, 2016
GP INTERVIEW
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Figure 21, NHS Dean St, 2016
We contacted a GP to gain a more in-depth understanding from an expert point of view. The key insights show women are more open about being effected by stress and being treated. As well as a potential gap in the market to make non-medical stress remedies more available.
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Figure 22, Landscape, 2016
WHY SKINCARE?
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Figure 23, Clean & Fresh, 2016
The reason we decided to explore the skincare market was due to the fact that consumers now have a higher disposable income and they are desiring products that make their skin look healthy (Premium Market, 2014). This new found desire could have been influenced by the effects of stress and living in a faster society, with the University of California (2001) revealing that ‘when cells are exposed to chronic stress they age quicker’.
Figure 24, Albus, 2016
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Figure 25, Landscape, 2016
THE BIG IDEA
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Through the use of primary and secondary research, we came to the decision of creating a experiential instore skincare service which helps consumers tackle the effects of stress. Within this service consumers will be exposed to a digital image of their future self, making them more aware of their lifestyle and the effects it has on their skin. Initially this will aid consumers in making positive changes to their attitudes and behaviour concerning their personal health.
Figure 26-8, Omote, 2016
WHO? We are aiming our big idea at women of all demographics. Our main focus will be women aged 2535 as they are more conscious of living a healthy lifestyle.
WHAT? Collecting consumer’s personal health and lifestyle data through an instore application. The data is used to create a digital image of the consumer’s face, which is projected onto them using real time projection mapping, as well as receiving personalised skincare recommendations.
WHY?
WHERE?
From primary research it shows more people are becoming exposed to skincare issues relating to stress.
Within a UK Boots flagship store, with potential to branch out in the near future.
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Figure 29, Landscape, 2016
CREATIVE CONCEPT:
PROJECTION MAPPING
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We explored three different areas of how the future self could be implemented into stores through 3D printing, projection mapping and virtual reality. Projection mapping was the most effective route for our big idea; as it is cheaper, less intimidating than receiving a 3D printed version of yourself and creates a memorable experience for the customer.
21 Figure 30-34, Own Image Sketch Book, 2016
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Bell (2016), explain smart mirrors are currently being used to analyse wrinkles and sun damaged skin, which are shown through virtual make overs. Nobumichi Asai created ‘Omote’. This is a projection mapping installation, combining real face time and CGI effects on to a person’s face. The process begins by taking a 3D scan of the person’s face. It is designed to accurately place different imagery on the person’s face. ‘Omote shows the potential of the technology to create effects in more real-life situations’ (Walker., D, 2014). By making it more engaging and interactive within our service, projection mapping will digitally distort the consumers face, making skincare issues less intense but still show the effects of their current lifestyles. Technology is the future solution within beauty and skincare sectors.
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Figure 35, Landscape, 2016
CREATIVE CONCEPT:
INSTORE LAYOUT INSPO
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Figure 36, Own Image, Moodboard, 2016
We wanted the instore aesthetics to resemble the futuristic concept of our idea. We took inspiration from many different sources including Sketch, a restaurant located in London, who are known for their Sci-fi inspired toilets (See Figure 36) and current instore beauty trends on WGSN. We noticed that many brands, not only skincare, are adopting lab like interiors within their VM, introducing white high gloss surfaces and bright LED lights to produce a cutting edge look. This then gave us the idea to create a minimalist yet innovative instore design that combines both futuristic and lab influences to build a realistic and unique experience for consumers.
Figure 37-39, Own Image Sketch Book, 2016
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Figure 40, Landscape, 2016
MEET THE CONSUMER
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The consumer we are targeting is primarily women aged 25-35 who are very work oriented, have a stable income, takes pride in her appearance and the way she looks, and how she comes across both on a personal and professional level. To better understand our consumer, their values and their buying habits, we carried out some primary research in the form of a questionnaire. The results from this informed us that the average age our consumers start purchasing anti-aging products is between 27-31. The main reason for this is at this age, people become conscious of their appearance and the way look. Whilst also stating they use anti-ageing cream to try and combat the effects of stress on their skin, turning to products such as Clinique, Olay and No7.
Figure 41, M&S, 2016
As we cater to quite a large demographic we have segmented the market down, making it easier to identify small nuances between our consumers. From this we have created three consumer profiles influenced by the archetype categories. 27
THE CONSUMER PROFILES
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The Utopian is taken from the original architype The Innocent. This type of consumers is interested in self-improvement and optimisation. They are constantly looking at ways to develop further with conditioning their body to the best it can be. Utopians live a healthy active lifestyle, maintaining a balanced diet and regularly attend the gym. They have a stable career and lively social life.
Figure 42, Own Image, 2016
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The Regenerator is taken from the archetype The Creator. Someone who is a creative individual, who are self-expressive rather than feel the need to fit in. They have an interest in learning for themselves rather than trying to impress people with their knowledge.
Figure 43, Katie’s Own Image, 2016
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The Inquisitive, inspired by The Sage archetype. Consumers in this group tend to be open to trying new things and seek expert opinions that can be backed up by facts and figures, rather than trusting their own judgment. Their nose is always in the latest detective novel as they like to be challenged and tested on what they know. This aligns with the logistics of the service as it is based on an external opinion, supporting the idea that the consumer is always wanting to learn more about themselves.
Figure 44, Heather's Own Image, 2016
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Figure 45, Landscape, 2016
THE BRAND
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Figure 46, Own Branding, 2016
Serenity is our brand name. This is taken from brainstorming words based around features that our service incorporates. We focused on stress-free words as our service incorporates tackling the effects of stress. Serenity represents being calm, peaceful and untroubled. The font is thin and square which links to the brand attributes. From looking into current graphic and pattern trends for the brand colour palette on WGSN we found ‘Midnight Jungle’. This incorporates various shades of teal, purples and pinks. This trend corresponds with the macro trend Earthed, as nature is often associated with calmness.
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Figure 47, Landscape, 2016
IDEA TESTING
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To test the relevance of our idea, we asked a group of women ranging between the ages of 26-47 to take part in analysing a current skincare app, The Aurelia Skin Tool. We wanted to gain feedback on the graphics, layout, wording of the questions and overall experience they received, in order to figure out the “dos and don’ts” when creating an app similar to this. Many stated that they found the graphics and colour scheme distracting and hard to read, however they liked receiving an incentive to shop with this brand, by receiving a voucher after completing the questionnaire.
Figure 48, Own Image Sketchbook, 2016
Figure 49, Skintool, 2016
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Figure 50, Landscape, 2016
IDENTIFYING THE NEED
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CONSUMER CONSCIOUSNESS
The rise of consumer consciousness proves that there is a need for a new service that targets appearance, as research suggests that we as a culture have become more narcissistic due to digital technology, and social media sites where the content is filled with selfies. Consumers are taking more pride in their appearance and are more aware as to how they look due to society’s obsession with youthfulness, with ‘20% of 16-34 year olds admitting they are concerned of having dull looking skin’ (Mintel, 2015).
Figure 51, Selfie Booth, 2015
“Consumers are not seeking lifetime employment. They are seeking lifetime learning” explains Philip Auerswald (Auerswald, P., in Openshaw, J., 2016). This states how people are willing to learn, interact and collaborate with others wherever they feel best. Our service will educate consumers to effectively use their skincare products and suggesting which ones are most suited to them. From using YouTube, Vloggers and bloggers have become viral, the need to be educated is in high demand.
WILLING TO LEARN
Figure 52, Dior VR, 2015
PERSONALISATION
The post-recession consumer is more confident and assertive about where and when they want to spend and save their money, getting the best value for money remains a top priority for consumers. Therefore personalisation is key when trying to gage consumers’ interest and attention, as they are more likely to buy into a product or service that is customized exclusively to them.
Figure 53, Webinar, 2015
CONVERSATIONAL COMMERCE “Conversational Commerce” is a business and marketing trend that focusses on the idea of retail services being enabled by artificial intelligent robots/computers that can suggest products, services and solutions to the customer. These bots within certain apps are seen as a credible digital shop assistant, they offer a quick and convenient service that consumers can access at any time. Figure 54, Devices, 2015
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Figure 55, Landscape, 2016
SERVICE LOGISTICS
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CONSUMER INTERACTION
Figure 56, Katie’s Diagram, 2016
COSTING Boots absorb the cost of the technology for the service as there is potential for them to raise awareness of products. Consumers would pay ÂŁ6.99 to use the service. From primary research consumers are 39 more willing to pay for the service if they receive free testers, samples or an incentive.
EMPLOYEE INTERACTION
Figure 57, Own Image Diagram, 2016
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Customers enter the service area where they are greeted by a Serenity employee. They will inform and welcome customers to the new service at Boots handing them a leaflet which gives a brief over view of the brand and service. One employee will be stationed by the Serenity pods, available to any customers who have difficulty with the instore app. Employees will be notified of this as the pod will flash red when the customer presses the “help� button on the app. Two employees are located behind the Serenity counter, giving out consumer tester packs, answering any questions consumers have, along with giving tutorials on how to use the recommended products.
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Figure 58, Landscape, 2016
CONSUMER DECISION JOURNEY
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1. As the majority of our consumers are connected online using channels such as Boots website, Serenity’s website and social media sites. Specifically Facebook as this channel targets our target market. Facebook has an ‘impressive 1.28 billion users log in every month’ (Forbes, 2015). Facebook will act as a larger platform to build brand awareness. We will also use billboards making it an integrated campaign.
5. Consumer bonds with the brand leading to a return purchase due to the positive experience.
2. Consumer can watch short promotional videos and start to review the service.
Figure 59, Heathers Consumer Decision Journey, 2016
3. Consumer engages with the brand by visiting a Boots store where they use the service and receive their personal skincare regime and tester of the recommend products.
4. Consumer becomes advocate for the brand as they share experience with friends and family through social media, building awareness and credibility.
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Figure 60, Landscape, 2016
THE INSTORE APP
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Figure 62, Own App Images, 2016
The data used to create the consumers futuristic self and personalised skincare regime will be generated from their results taken from the app. The app asks simple questions about consumers’ lifestyle and skincare regime, to gain a brief idea of the condition of their skin. These questions are multiple choice, engaging consumers through the use of icons, making the service less time consuming and mundane. As we found that consumers are only willing to spend up to 510 minutes on an instore questionnaire. The app will incorporate interactive elements, to create a futuristic experience. Projection mapping will be used to show the consumer two images of their futuristic self, one without the use of Boots own products, and one with.
Figure 61, Own Image Sketchbook, 2016
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Figure 63, Landscape, 2016
THE TESTER PACK
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Consumers will take the print outs from the service to the designated counter, the employee will slot them into their personal pack with two testers of each recommended product. The tester pack is designed to be a subtle reminder to the customer of the service they had and to hold their service information together.
Figure 64, Katie’s Tester Pack, 2016
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Figure 65, Landscape, 2016
ARCHITECT COLLABORATION
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Figure 66, Heathers Moodbord. 2016
We collaborated with MA architect student Monuka Ly to get an idea of how the service would look instore. When briefing Monuka we showed her a moodboard full of inspirations of how we envisioned the service to look. The key elements from the moodboard was that it should have a clinical and futuristic aesthetic playing on the idea of your future self. We wanted the service to incorporate circular pods, however the architect miss understood and her interpretation of this is not the true representation of how we wanted it to look.
Figure 67-68, Monuka Ly Mock ups, 2016
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Figure 69, Landscape, 2016
CAMPAIGN TIMELINE
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TEASE
8 August 2017
For consumers to gain awareness of the brand we will use Boots own social media and their website so consumers can start to familiarise themselves with our brand. Once consumers are aware of our service, we will then use our own social media channels. The brand will start to gain more clarity and may bring new consumers into the boots store as it is the only place the service will be available.
51 Figure 70. Own Social Media Mock ups, 2016
8 September 2017
BUILD The campaign will start as a rolling launch to excite the consumer about the service, and to build anticipation. A short promotional video will be posted on Instagram, YouTube, Facebook and twitter to entice consumers and increase curiosity around what is to come.
22 September 2017
Figure 71. Own Mock ups, 2016
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13 October 2017
Another way of doing this would be through using beacon sensors within the store, that connects with consumers’ phones to send them links to the campaigns website and social media channels. This embraces mobile technology and directly targets consumers encouraging them to go and check out the service there and then, interlinking with the mindlessness behavioural attitude. By using experiential marketing, a short campaign advert of the future self-service will be projected onto street walls within London to create a buzz and engage consumers. This subtly reveals to the consumer that projection mapping is involved in the service.
3 November 2017
Before the launch of the service promotional billboards will be visible on buses, bus stops, taxis and buildings. Establishing consumer awareness. Serenity will launch with No7 and they will be the first products to feature within the service. We have chosen to launch with No7 as they are the UKs leading skincare brand, and are popular with our target consumer (See Appendix for Typeform results). No7 products are clinically proven to have anti-ageing effects, and are reasonably priced. Serenity’s campaign visuals will be incorporated within boots website and stores.
Figure 72. Mock ups, 2016
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Serenity will be launched in London Oxford Street, Boots flagship store, because it is in a prominent location being one of the chains largest stores. For the duration of the launch week, leaflets will be distributed around London, making consumers aware of the brand and the launch currently taking place.
2022
2021
9 December 2018
Figure 73. Boots, 2016
The service will launch within key stores around the UK including; Nottingham, Westfield’s, Manchester and Birmingham. Once the service is successful in those stores, the service will then be made available in all Boots stores across the UK. Due to the success and interest in Serenity’s service, Boots own brands will be launched into the service; Soltan, Soap & Glory, Botanics and Champneys. Each brand will be launched into the service six months apart.
As we hope to be fully established by the middle of 2020, there is the opportunity that other brands such as L’Oréal, Rimmel London and Benefit could use the service to specifically market their makeup. From this other brands may want to start selling in boots as consumers can try out different makeup looks, projected onto their face, potentially leading to consumers buying more products.
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SUMMARY
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Through the use of primary and secondary research it is clear there is a growing need for a skincare service that raises awareness around consumer lifestyle, and the negative effects it has on their skin. We have put forward an idea of a personal, non-invasive, experiential service, which acts to enlighten consumers and supply them with a new skincare regime.
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REFERENCES American Institute of Stress (1979) Workplace stress. Available at: http://www.stress.org/workplace-stress/ (Accessed: 21 May 2016). Khanom, R. (2016) Mature beauty - UK - December 2015. Available at: http://academic.mintel.com/display/716195/ (Accessed: 21 May 2016). LS:N Global (2015) Autumn/ Winter 2015 trend briefing beyond borders [ Conference] (Accessed 2015)
Mintel (2015) Beauty & personal care trends. Available at: http://www.mintel.com/beauty-and-personalcare-trends/ (Accessed: 18 February 2016). Openshaw, J. (2016) Workplace futures. Available at: https://www.lsnglobal.com/column/article/19166/workplace-futures-1 (Accessed: 12 May 2016). Walker, D. and Buchanan, V. (2015) The Optimised self. Available at: https://www.lsnglobal.com/macrotrends/article/17235/the-optimised-self (Accessed: 4 February 2016). WGSN Vision Team (2015) The Vision A/W 17/18: Earthed. Available at: https://www.wgsn.com/content/board_viewer/#/62979/page/1 (Accessed: 12 February 2016).
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LIST OF ILLUSTRATIONS Figure 1- Winkler, S. (2016). Dreamy Landscapes. [digital image] Available at: http://trendland.com/sarah-winklerdreamy-landscapes-paintings/ (Accessed 22nd May 2016)
Figure 2- Robinson, H. (2016). Stockholm Avant Garde. [digital image]. Available at: https://www.lsnglobal.com/designdirections/article/19059/stockholm-design-week-2016. (Accessed 22nd May 2016) Figure 3- Headstrong. (2016). Ad Campaign Video. [digital image] Available at: https://www.lsnglobal.com/seed/article/19273/headstrong-trainers. (Accessed 22nd May 2016) Figure 4- Ethos. (2016). Yoga. [digital image] Available at: https://www.lsnglobal.com/seed/article/19269/a-new-ethos. (Accessed 22nd May 2016) Figure 5-Hauser & Wirth. (2015). Worry Will Vanish [digital image] Available at: http://www.hauserwirth.com/exhibitions/2302/pipilotti-rist-worry-will-vanish/view/. (Accessed 22nd May 2016) Figure 6- Winkler, S. (2016). Dreamy Landscapes. [digital image] Available at: http://trendland.com/sarah-winklerdreamy-landscapes-paintings/ (Accessed 22nd May 2016) Figure 7- Selfridges. (2014). Fragrance Lab. [digital image] Available at: https://www.lsnglobal.com/innovate/article/15706/fragrance-lab. (Accessed 22nd May 2016) Figure 8- Print All Over Me. (2015). PAOM. [digital image] Available at: https://paom.com/. (Accessed 22nd May 2016) Figure 9- Tzenkova, A. (2016). Perfect Getaway. [digital image]. Available at: http://trendland.com/the-perfect-familygetaway-makes-no-compromise-at-nizuc-resort-spa-in-mexico/. (Accessed 22nd May 2016) Figure 10- Winkler, S. (2016). Dreamy Landscapes. [digital image] Available at: http://trendland.com/sarah-winklerdreamy-landscapes-paintings/ (Accessed 22nd May 2016) Figure 11- Vogue. (2015). Stressed Out. [digital image] Available at: http://www.vogue.in/content/stressed-eat-this/. (Accessed 22nd May 2016) Figure 12- Winkler, S. (2016). Dreamy Landscapes. [digital image] Available at: http://trendland.com/sarah-winklerdreamy-landscapes-paintings/ (Accessed 22nd May 2016) Figure 13-19- Own Images. (2016). Primary Research Stress. Figure 20- Winkler, S. (2016). Dreamy Landscapes. [digital image] Available at: http://trendland.com/sarah-winklerdreamy-landscapes-paintings/ (Accessed 22nd May 2016) Figure 21- Penson. (2016). Dean Street Express. [digital image] Available at: http://www.penson.co/project/nhs-dean-st. (Accessed 22nd May 2016) Figure 22- Winkler, S. (2016). Dreamy Landscapes. [digital image] Available at: http://trendland.com/sarah-winklerdreamy-landscapes-paintings/ (Accessed 22nd May 2016) Figure 23- Kuzmenko, J. (2016). Clean & Fresh. [digital image] Available at: https://www.behance.net/gallery/36021239/FRESH-CLEAN. (Accessed 22nd May 2016) Figure 24-Dingwall, J. (2016). Albus. [digital image] Available at: http://www.featureshoot.com/2016/02/in-south-africaone-photographer-breaks-the-taboo-surrounding-albinism/. (Accessed 22nd May 2016) Figure 25- Winkler, S. (2016). Dreamy Landscapes. [digital image] Available at: http://trendland.com/sarah-winklerdreamy-landscapes-paintings/ (Accessed 22nd May 2016) Figure 26-8- Nobumichi, A. (2016). OMOTE. [digital image] Available at: http://www.nobumichiasai.com/. (Accessed 22nd May 2016) 59
Figure 29- Winkler, S. (2016). Dreamy Landscapes. [digital image] Available at: http://trendland.com/sarah-winklerdreamy-landscapes-paintings/ (Accessed 22nd May 2016) Figure 30-34- Own Image, Sketch Book Pages. Figure 35-Winkler, S. (2016). Dreamy Landscapes. [digital image] Available at: http://trendland.com/sarah-winklerdreamy-landscapes-paintings/ (Accessed 22nd May 2016) Figure 36- Own Image, Moodboard Figure 37-39- Own Images Sketchbook
Figure 40- Winkler, S. (2016). Dreamy Landscapes. [digital image] Available at: http://trendland.com/sarah-winklerdreamy-landscapes-paintings/ (Accessed 22nd May 2016) Figure 41- Marks and Spencers. (2012). A/W TV Ad Campaign. [digital image] Available at: http://www.dailymail.co.uk/femail/article-2198545/First-look-M-S-unveils-autumn-TV-ad-campaign-featuring-grey-haircurves---gets-glowing-review-fashion-expert-Liz-Jones.html Figure 42- Own Image, Consumer Profile Figure 43-Katies Image Figure 44- Heathers Image Figure 45- Winkler, S. (2016). Dreamy Landscapes. [digital image] Available at: http://trendland.com/sarah-winklerdreamy-landscapes-paintings/ (Accessed 22nd May 2016) Figure 46- Own Group Branding Figure 47- Winkler, S. (2016). Dreamy Landscapes. [digital image] Available at: http://trendland.com/sarah-winklerdreamy-landscapes-paintings/ (Accessed 22nd May 2016) Figure 48- Own image Sketch Book Figure 49- Aureila. (2016). Skintool. [digital image] Available at: http://www.aureliaskincare.com/skintools/. (Accessed 22nd May 2016) Figure 50- Winkler, S. (2016). Dreamy Landscapes. [digital image] Available at: http://trendland.com/sarah-winklerdreamy-landscapes-paintings/ (Accessed 22nd May 2016) Figure 51- ECAL. (2015). Selfie Booth. [digital image]. Available at: http://beijing-connection.romaincazier.com/hugeselfie.php. (Accessed 22nd May 2016) Figure 52- Philipps, P. (2015), Dior Eyes. [digital image]. Available at: https://www.lvmh.com/newsdocuments/news/dior-creates-its-own-virtual-reality-headset/. (Accessed 22nd May 2016) Figure 53- Unknown. (2015). Webinar. [digital image]. Available at: https://www.lsnglobal.com/webinars/article/17762/consumer-futures-webinar-1. (Accessed 22nd May 2016) Figure 54- Tictail. (2015). Devices. [digital image]. Available at: https://www.lsnglobal.com/news/article/18630/instantbrand-messaging. (Accessed 22nd May 2016) Figure 55- Winkler, S. (2016). Dreamy Landscapes. [digital image] Available at: http://trendland.com/sarah-winklerdreamy-landscapes-paintings/ (Accessed 22nd May 2016) Figure 56- Katie’s Diagram Figure 57- Own Diagram Figure 58- Winkler, S. (2016). Dreamy Landscapes. [digital image] Available at: http://trendland.com/sarah-winklerdreamy-landscapes-paintings/ (Accessed 22nd May 2016) Figure 59- Heathers Consumer Decision Journey ed 22nd May 2016)
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Figure 60- Winkler, S. (2016). Dreamy Landscapes. [digital image] Available at: http://trendland.com/sarah-winklerdreamy-landscapes-paintings/ (Accessed 22nd May 2016) Figure 61- Own Image Sketchbook
Figure 62- Own App Images Figure 63- Winkler, S. (2016). Dreamy Landscapes. [digital image] Available at: http://trendland.com/sarah-winklerdreamy-landscapes-paintings/ (Accessed 22nd May 2016) Figure 64- Katie’s Tester Pack Figure 65- Winkler, S. (2016). Dreamy Landscapes. [digital image] Available at: http://trendland.com/sarah-winklerdreamy-landscapes-paintings/ (Accessed 22nd May 2016) Figure 66- Heathers Moodboard Figure 67-68- Ly,M. (2016). Architect Collaboration. Figure 69- Winkler, S. (2016). Dreamy Landscapes. [digital image] Available at: http://trendland.com/sarah-winklerdreamy-landscapes-paintings/ (Accessed 22nd May 2016) Figure 70- Own Social Media Mock ups Figure 71- Katies Mock ups Figure 72- Katies Mock ups Figure 73- Boots. (2016). Oxford Street Store. [digital image]. Available at: http://www.retail-week.com/sectors/healthand-beauty/boots-to-cut-up-to-350-assistant-store-manager-roles-in-uk/7004390.fullarticle. (Access
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APPENDIX
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CONTENTS Declaration Form Ethical Checklist Critical Path Cultural Calendar Team Minutes Cartogram Research Methodology Primary Research Beauty Stores Big Idea Generation Dr Arinaitwe Interview Mike Durant 3D Printing Interview Dermatology Insight Interview Idea Testing Interviews Case Study Logistics Drawings Presentation Slides Consent Forms Model Consent Forms Tutorial Record Sheets
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CULTURAL CALENDAR
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TEAM MINUTES 23/10/15- 2 hours- all
27/04/16 - 1 hour - Liv, Katie
6/11/15- 2 hours- all
28/04/16 - 2 hours - Liv, Katie
9/11/15- 2 hours-all
05/05/16 - 1.5 hours - all
12/11/15- 2hours- all
11/05/16- 3 hours - all
16/11/15- 2 hours- Liv, Katie
12/05/16 - 5 hours - Liv, Katie. 2 hours Heather
20/11/15- 1.5 hours- all
13/05/16 - 5 hours Liv, Katie. Heather 1 hour
23/11/15- 2 hours- all
14/05/16 - 7 hours, Liv, Katie
27/11/15- 2 hours- all
15/05/16 - 3 hours, Liv, Katie
2/12/15/15- 1.5 hours- all
16/05/16 - 4 hours - all, Heather 1.5 hours
9/12/15- 1 hour- all
17/05/16 - 5.5 hours, Katie, Liv
11/01/16- 2 hours- all
19/05/16 - 11 hours, Katie, Liv
15/01/16- 2 hours- all
20/05/16 - 4 hours Katie, Liv. Further 8 hours - all
18/01/16- 2 hours- all 22/01/16- 2 hours- all 25/01/16- 2 hours- all 16/02/16 - 2 hours - all 25/02/16 - 2 hours - all 04/03/16 - 2 hours - all 8/03/16 - 1 hour - all
11/03/16 - 1 hour - all 18/03/16 - 2 hours - all 23/03/16 - 2 hours - all 12/04/16 - 2.5 hours - all 26/ 04/ 16 - 1 hour - all
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CAROGRAM
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PRIMARY RESEARCH: BEAUTY STORES LONDON
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BIG IDEA GENERATION
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INTERVIEW WITH DR ARINAITWE. Q. Are stress/anxiety related problems common with patients who attend your surgery? A. Yes, it is a common occurrence for patients to suffer with stress related illnesses.
Q. What advice or recommendations do you give to patients who come in with these health issues? A. Most of the time depending on how severe their illness is we would recommend firstly counselling and medications such as antianxiolytics and antidepressants, possibly cognitive behavioural therapy- a specific type of psychotherapy that focuses on the relationship between thoughts, feeling as behaviours.
Q. Would you say stress related illnesses are common amongst a certain demographic? A. Yes, women generally are the ones who are more open to coming into the clinic and talking about their issues as opposed to men.
Q. What would you say is a common factor contributing to patients stress levels? A. Usually patients stress related illnesses are linked with work, family’s (children), relationships with spouses/partners
Q. Roughly what percentage of stress related illness are temporarily cured by medication? A. Not too sure, I would say around 60%, it depends on their diagnosis.
Q. Do you feel more could be done to tackle stress related issues before patients come to the surgery? For example is there a need for an in store service within healthcare retailers A. Yes, possible more stores could offer leaflets out that are easily assessable to 83 passers-by that are based on dealing with stress levels and wellbeing.
MIKE DURANT 3D PRINTING INTERVIEW 3D Printing Interview Transcript. [Snippet taken from Live research]
Heather- How does it work? Mike- How does it work? Erm the system we’ve got is what you call a filament deposition system, so it heats up a plastic filament which (walks away and picks it up) so it heats up a filament like that, you know like a glue gun works? All- yeah Mike- yeah, well its like that, and its fed into a heater which then squeezes it through a nozzle and the nozzle moves in three planes over a board, which slowly builds it up. Its very very similar to how a normal inkjet printer works, where it scans backwards and forwards and the papers moves, well its like that but you’re going over the same spot loads and loads, and it builds layers up one at a time. Katie- Oh Mike- and that’s how it does it. So it’s the simplest of simplest 3d printers you can get. You can get other ones where they erm have a bath of fluid that reacts to high intensity light and when the light hits the fluid it turns into a solid, so it grows out of it. However the one we have is one that you’d buy for the home something like that, so it really is the cheapest one you can buy and like a say it runs on a filament deposition system. So like on there you can see all the layers in it (points to product made by the printer) All- yeah, oh yeah Mike- well it puts layers down at 0.1 of a mm every time, so that’s how it works. Liv- So is it only the plastic filament used, or is that just for this printer? Mike- yep that’s just for this one. Liv- ok so you can use different materials? Mike- yeah you can, theres quite a lot of materials now for different printers, you can now actually print metal. Katie- oh really Mike- yeah, they’re really really expensive high end industry ones, erm you can print metal quite easily with it and it’ll build up solid metal parts. In the last Guilford they actually got one of these metal printing machines out of their base camp so that instead of sending parts out to the camp to fix aircrafts stuff like that. They instead sent over a file to programme the machine to then print the parts. Also you can now print human tissue now as well.
Katie- No Mike- you’ve got lots to learn I tell you. All – laughs Mike- You’re going to get blown away by it! Queens Med down the road pioneer in the system of printing arteries in heart valves, things like that. Er and its phenomenal to watch, so you can print al sorts of things, you can print erm rubbers, nylons, certain types of plastic, wood, certain metals, gold, silver things like that, its getting crazier and crazier the things you can do. There is a massive potential for 3D printing within our future. Heather- So would you say its user friendly? Mike- hmm, ish, here its handing because ive got myself and someone to look after the machines its just getting people 84 to understand how to create the right file, because if the file isn’t right and the most important part of the file is making
sure the surface is one continuous surface erm sometimes when you build 3d shapes up its made of lots of other shapes stuck together. The machines sees that and tries to put a joint between the two so the important thing is trying to model it as just one shape, once you’ve done that getting it into the machine is fairly easy, its just getting the machine set up. Its fairly labour intensive at the moment, and its not as simple as they say where you just chuck a shape in it, go away have a cup of tea come back and there’s no issues, its not as simple as that. I mean with what we’re using, but when you’re spending a quarter of a million pound on one then yes it is, but ours are like £100k each, but you can spend huge amounts of money on them. We’re trying to get investments off the uni continuously to keep going to the next level, we are at the next level now we’ve just got to move on in the next year or so for the next time consumer, so yeah. Liv- So is it an efficient way of producing products, I guess because there are no waste materials? Mike - Yes if you want to produce one, a one off product. Take this for examples, this is a one off from graphics, who wanted to produce a one off type shampoo bottle, the idea being that she produces six of them and they all lock together into a shape. Then when you have got them in the bathroom, you can stack them on top of one another. If you were to make that in wood or something, it would take you a while, whereas it took an hour to model it, 4 hours to print it and job done, it’s absolutely perfect. For a one off its brilliant, but for doing production items, it is not the best way of doing it, but for one off accurate prototypes it’s superb. Katie – Does it take a lot of time to print products then? Mike – Yes it does, it depends on the volume of it and if you remember that every line is going at point one of a millimetre so every millimetre on that has already done 10 scans. When you do really big stuff, it takes a lot longer. We’ve had two and a half day prints on products. Katie- Oh wow Mike- So we leave it for the weekend and come back and it’s done.
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DERMATOLOGY INSIGHT INTERVIEW 1) 1) 1) 1) 1)
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Where do you go for your treatment (was it recommended or own choice)? Answer: Broadgreen Hospital. Recommended When did your condition start? Answer: August 2015 How severe is your condition? Answer: Very severe Do you receive any treatment for your condition? Answer: Yes, I take Roaccutane, 15mg a day Is your treatment plan working? How long do you have to have the treatment for? Answer: Yes. Originally I was supposed to be on the medication for 6 months, however, I have been told I will be on them for slightly longer. Is your condition related to any factors such as stress? Does Stress make it worse? Answer: I was told that it could be a result of stress, as it does get worse when I get worked up. What happens during a check-up, is there any technology used? (I.e. Lasers) Answer: There is no technology used. Prior to my check-up I have to have my bloods taken and I have to take a pregnancy test. During the check-up I receive the results from both tests, because if there are any problems with either of them, this can mean that I am no longer able to use the medication prescribed for me. We also discuss the progress of my condition. During the check-up I have to inform the nurse of any side effects I have noticed and she will check that my mood has remained normal, as a major side effect is depression. Do you think there is a gap in the market for a new service centred around the skin care industry? Yes definitely, when referred to a Dermatologist, it can take a while before you actually receive an appointment. This can be irritating for those suffering with bad skin conditions.
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IDEA TESTING INTERVIEWS: AURELIA SKINTOOL APP
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1. A. 1. A. 1. A. 1. A. 1. A.
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What’s your opinion on the design layout of the app? Is it clear to read and use? I think the design is appropriate to the brand as its feminine and water colour graphics have been used. However it isn’t very modern and up to date. The title font is quite hard to read but the question font, is easily legible. The logo looks very professional and trustworthy. I like the flower water colours but I think the background is slightly distracting. Would you feel comfortable putting personal details into the app? I would feel comfortable putting information in if its multiple choice but I wouldn’t feel comfortable putting personal details in, such as an email address as I wouldn’t want to get any spam mail or any phone contact details. Do you prefer having multiple choice answers? Definitely as it makes the diagnosis process quicker, as I work in London I don’t really have time to spend thinking about my answers. Do you feel the answers to the first question are quite patronising with the way it starts with housework? Yes very, it shouldn’t start off like that. Coffee could be a mutual answer to start off with. Do you like how interactive the questions are, for example having the slide the icon towards your answer, similarly to a scale. I’m not fussed whether the questions are interactive or not. I quite like the scale questions but I don’t like having to move the questions over the line, I don’t think it’s necessary. Are the questions clear? Yeah they are clear, It’s good how the questions are conversational. Comes across friendly and inviting. Do you feel the app is quite time consuming? I feel like it is time consuming when the questions are too interactive. The only time I really have to spend on apps is on the train when I am commuting to and from work. I like the fact it gives you tips on how to hydrate etc. Do you feel the graphics that are used are modern and on trend? Definitely not, I feel like not much time has been spent on them. Would you be interested in receiving a printed copy of your personalised skincare plan? I think this would be very helpful as it reminds you of what process you need to take and which products etc. My lifestyle is quite busy and I would easily forget without a printed plan. I think it would make me feel more valued by the brand making the process personal. Would you be interested in getting an incentive e.g. a voucher to spend in store? I think this would more likely persuade me to fill in a questionnaire if I knew I was getting money off a product etc. How many products would you like to be recommended? Probably only 2 or 3 because too many, I would get confused with how to used what and when etc. Also, most skin products are quite expensive.
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1.
Making sure the font text is different from the background colour. Use of images is good as it is visual and easy to understand. Don’t use distracting background colours of patterns. Making our brand aesthetics consistent. Need to have more of a clear font for the age group we are targeting. Making our graphics more modern and up to date. 2. Making sure the information isn’t too person such as phone contact details as this may put people off etc. Having the option to opt out of putting your email address in. 3. Multiple choice questions as they are quick and easy but adding more variety and choice of answers. 4. Very sexualised and a rude assumption- make sure we are being neutral with the choices we are putting forward as we don’t want to offend people that we are trying to target. 5. Good to have it interactive but only to a certain extent so it’s not unnecessary. Be clear with how to answer interactively. 6. Easy to read and clearly written but don’t let the questions be too mundane. 7. Being able to answer the questions within 5-10 minutes as consumers won’t set aside more time than that due to their busy lifestyles. 8. The graphics are not modern but it matches with the brand concept being organic etc. Making sure our brand concept shows through in the graphics. 9. Having an email version as well as a printed version sent to you. Having the print out when in the instore service. Having a process to follow will make consumers more willing to follow it. Making creating the print off so it can fit onto their mirror etc. Having their name on it so its personal and having the image of their futuristic self and the skin care plan on the back of it. 10. Receiving small testers of the products which have been recommend on the service, or something like a voucher seems to be positive from our research. 11. 2-4 products have been said to be recommended as consumers may get confused with how to used what and when etc. Also, most skin products are quite expensive. 91
CASE STUDY CASE STUDY
NAME: Merrill edge- face retirement WHAT: A social tool that ages a picture of consumers, enabling them to see how they will look years down the line. AIM: “In a Stanford University experiment, people who saw age-enhanced images of themselves were more likely to save more for retirement, compared to those who weren’t exposed to their future selves,” said Alok Prasad, head of Merrill Edge. “Face Retirement is designed to minimize that gap by giving consumers a preview of their future self, encouraging them to take control of long-term financial planning.” OUTCOME: More Americans took part on the online app and the results saw a rise in people opening up retirement saving accounts and bonds. SWOT STRENGTHS: -
At the time is was a new innovative idea Had the shock factor Got people thinking Added a twist to banking, wasn’t boring
WEAKNESS: -
Majority of people may have been just interested in the app and not actually opening up accounts Only accessible online Technology used isn’t great, so the outcome wasn’t very effective
OPPORTUNITY -
Make it an offline app- available in banks etc Possibly make it more personal to the consumer
THREAT -
Already apps out there that do the same thing available on iphone New technologies might override this one – virtual mirrors 92
SERVICE LOGISTCS DRAWINGS (CONSUMER POV)
(EMPLOYEE POV)
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2022: THE FUTURE OF RETAIL K a t i e
V e a l
H e a t h e r
M c k e o w n
O l i v i a
P h i l l i p s
Influencing Macro Trends Power- Play
01 Optimised Self
02
Mindfulness
03 Earthed
04
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Key Insights De - Stress
Falling energy levels- society is becoming addicted to faster living, especially in urban areas.
Personalisation
Linking in with the DNA Me trend. More services are becoming available giving consumers the opportunity to hand over personal information in order to get a tailored experience- building a stronger relationship with brands.
Senses
Consumers are becoming inpatient, demanding more from brands. Looking for more of an experience instore which uses all 5 senses.
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Identifying The Problem… “Consumers are facing an energy crisis as the pace of modern life catches up with them. Aware of this, consumers need to make long-term lifestyle changes to address their falling energy levels” - MINTEL
74%
of UK adults hate
feeling low on energy -MINTEL
80%
of workers feel
stress on the job and nearly half say they need help in learning how to manage stress levels American Institute of Stress.
“In the US fatigue ranks second as a Health concern, cited as a major issue By 28% of Americans.” - MINTEL
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Primary Research
Participants:
For our creative primary research we approached people in the Victoria centre and asked them questions relating to stress.
Questions asked: Q- “Do you get stressed easily?” A- Yes/No (if no then why) Q- “What makes you stressed?” AWork/Relationships/App earance/Social Media Q- “What helps you destress?” AGym/Eating/TV/Socialisi ng/Out Doors
Sue + John No photo
David No photo
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Interview with Dr Arinaitwe
“women generally are the ones who are more open to coming into the clinic and talking about their issues as opposed to “men
“Usually patients stress related illnesses are linked with work, family’s (children), relationships with spouses/partners”
“stores could offer leaflets out that are easily assessable to passers-by that are based on dealing with stress levels and well being”
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Why Skincare?
“Our consumer has a higher disposable income and an increased desire to keep their skin looking healthy” – 2014 premium market
“Skincare routine becomes a bigger focus with age” – Mintel Mature Beauty A 2001 study conducted at the University of California, San Francisco revealed that when cells are exposed to chronic stress they age more quickly
“20% of women aged 45-64 have been spending longer on their skin care routine in the last 5 years compared with 15% spending longer on their haircare routines”.Mintel Mature Beauty
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Who
The Big Idea
We are aiming our big idea at women of all demographics. As stress is a universal issue. However our main focus will be women as they are more conscious of living a healthy lifestyle.
What Collecting consumers personal health and lifestyle data through an instore application which is then analysed and calculated. This data is then used to create a digital image of the consumers face which is then projected onto them using real time projection mapping.
Why
“Create a service that reveals consumers future self. In order to lower their stress levels and change behaviours concerning their skincare regime and health�.
Because through our primary research we learnt that more and more people are becoming more exposed to skincare issues relating to stress.
Where Within a UK Boots flagship store, with the potential to branch out in the near future
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Creative concept • Moodboards • Projection mapping • Instore
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Meet The Consumer Gender: Female Age Range: 25-35 The Working Woman, Stable income Takes pride in her appearance Consumers average spend a year on skincare in the UK is roughly ÂŁ342.90 a year- Mintel 2015 Typeform Survey Average age 25-36 27-31- start using anti aging products Due to consciousness of appearance and stress Average spend per month on skincare is ÂŁ26-36 Most use products -
Clinique
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Olay
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No7
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THE
UTOPIAN Perfectionist. Active. Optimist. Healthy.
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The Brand
Serenity
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Idea Testing
“I like the fact that you are able to receive an emailed version of your skincare regime and recommendations”
“The graphics aren’t very modern and the text is hard to see against the washed out background”
Focus Group Feedback “Nice to receive a voucher at the end of it, always good to have an incentive”
“The interactive element was slightly confusing, wasn’t clear on how to answer certain questions”
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“Consumers are not seeking lifetime employment. They are seeking lifetime learning� says Philip Auerswald, LSN Global.
The Need 01 Consumer Consciousness
02 Willing to Learn
1st appearance of wrinkles
Deep wrinkles
Dull looking skin
Online tutorials have become a recent way of educating consumers. With Beauty Bloggers reportedly notching up 14.9 billion views worldwide
Noticing visible changes to facial skin, by age, Mintel July 2015
45-64 35-44 16-34 Age
0
10
20
30
40
50
%
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03 Personalisation
“The idea that everybody’s experience is unique to them and of value to them is a thing we obsess about” Steve Hatch, regional director for UK and Ireland of Facebook
04 Conversational Commerce
A process enabled by artificial intelligence bots that can suggest products, services and solutions to the customer
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The Service What do Boots gain from this?
Incentive to go back – return purchase Draw consumers into store through a new service Spending more time in the store because of the service Persuade them to try and use a different product from what they normally use Promotes their own brand products By raising awareness of new products within the Boots own brands
Logistics drawings Talk through employee interaction and Consumer journey
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1.
Consumer becomes aware of brand through the Boots and own website, Instagram and Facebook page alongside advertising billboards.
2.
Consumer watches short campaign video, creating excitement towards the brand and service.
3. (Purchase) Consumer interacts with the brand through the service within a Boots store and Consumer Decision Journey
receives a personal skincare regime and testers.
4.
Consumer shares experience with friends and family through social media, which then builds awareness and credibility of the brand. Consumer becomes an advocate for the brand.
5.
Consumer then bonds with the brand through a positive experience, leading to a return purchase.
(Insert own decision journey here)
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The Instore App
The main focus within this service is the instore app. It will be a digital interactive touch screen located within the Serenity Pod.
The data collected through the apps questionnaire will then be used to generate the digital image of the consumers future self, which will then be projected onto their face.
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The Tester Pack
Once the consumer has completed the questionnaire, they will receive a printed version of their future self along with their skincare regime and recommendations.
They will then take these to the designated counter where the employee will slot them into their personal pack with 2 testers of each recommended product.
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Architect Collaboration
We briefed MA student Monuka Ly with the idea of how we wanted the service to look in a Boots store. We showed her a moodboard and our sketchbooks with instore inspiration images to help give her a better idea. of what we envisioned.
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The 10 Year Plan image
Step One = Tease -
Using Boots social media channels to promote the new brand in order to gain consumer awareness. From this we will then set up the brands own social media sites on Facebook, Instagram, Twitter and their own websites.
Step Two = Build -
The campaign will start as a rolling launch to excite the consumer about the service, and to build anticipation
8 September 2017 8 August 2017 Short promotional videos posted on Instagram, YouTube, Facebook and twitter
Insert facebook page
Insert insta page
22 September 2017
Posters instore that advise customers to tweet a link that will reveal snippets of the campaign - An example of this is past campaign by H&M
13 October 2017 Experiential marketing within cities Projection mapping on the walls as consumers walk past (activation sensors). This will start with an engaging question, for them to stop and pay attention- it will also then give a whirl wind example of the service using visuals. Creating more of a buzz around the service, with a futuristic feel. Example of this- Coca Cola campaign.
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Continued‌
Outside billboard marketing Bus stops Buses/taxis
20 October 2017
Campaign visuals will be incorporated within boots - This particular service will launch with No7 website and stores
Step Three = Launch
3 November 2017
Launch in flagship store London Oxford Street, Because it is in a prominent location being one of the chains largest stores.
10 November 2017
Why No7? - Right price point - Anti aging product stats - Boots successful own brand - Suitable for consumers age range
Distribution of leaflets handed out instore advertising the future launch
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The service will then launch within key stores around the UK
The service will then be available I ALL Boots stores in the UK
Service available within the Nottingham Branch
Incorporate own brand Soap & Glory
Birmingham
Incorporate sun tan cream brand Soltan
9 January 2018 9 December 2018
ONCE ESTABLISHED Once the service is in full swing, there may be potential for other brands within Boots to use the service to market their own products, such as makeup
9 May 2019
9 March 2018
9 February 2018 Manchester Trafford Centre
Stratford Westfields
2 December 2019 12 June 2019
9 May 2018
If successful this brand will expand globally across Boots stores.
2 June 2020 2 December 2020 Incorporate Incorporate own own brand brand Botanics Champneys within service
2021
2022
Boots own brands will now be incorporated into the service - Champneys - Soap & Glory - Botanics - Soltan
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Summary page
Set up social media channels and advertise on our own and Boots website
Boots own brands will now be incorporated into the service - Champneys - Soap & Glory - Botanics - Soltan
Start the rolling launch by using short promotional videos on our social media channels.
Using billboards and experiential marketing to promote our brand and engage consumers
Once the service is in full swing, there may be potential for other brands within Boots to use the service to market their own products, such as makeup
Launch service in Oxford Street flag ship store using No7 products
Using billboards and experiential marketing to promote our brand and engage consumers
The service will then be available I ALL Boots stores in the UK
If successful this brand will expand globally across Boots stores.
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