How to Sell to the Informed Consumer of 2015 It’s no secret that the days of the 9-5 sales job are long gone. The modern sales person is constantly being challenged by the ever-evolving business climate and must invest time outside of work to stay sharp and on top of trends. But the informed consumer of the future will require sales professionals to shift their perspective on what it means to sell. How? A recent article published by Forbes took a no nonsense look at the future of consumer behavior. Never loses sight of his iPhoneIs very opinionated and not afraid to share his opinion using his social media channels (whether good or bad)Doesn’t trust advertising and only connects with brands that he feels are authenticPublicly admits to showroomingHas been conditioned to expect everything immediately and now Now that we know Mike, let’s shift gears to the most important question: How does the customer of the future affect your sales approach? Always Connected… Which means you’re always on. Opinionated & Not Afraid to Share It…
s Trend Briefing covering INNOVATION EXTRAVAGANZA English not your preferred language? Read this Trend Briefing in: Français 中文 Nederlands Türkçe Español Português Deutsch 한국어 July 2011 | Each year around this time, we bring you a Trend Briefing that is a bit more lighthearted than usual, focusing almost exclusively on the endless and exciting innovations that are popping up all over the world. Innovation is the only way to survive in an ever more global, competitive business arena. And since everyone from Seth Godin to the Harvard Business Review is providing you with excellent, inspiring insights and theory on innovation as a mindset, a process, and a way of life, we'd like to contribute to the conversation with examples of actual B2C innovations. INNOVATION EXTRAVAGANZA | There will never be a shortage of smart ventures, brands, goods and services that deliver on consumers’ wants and needs in surprising, new ways. The link between INNOVATION EXTRAVAGANZA and consumer trends? Three more thoughts on innovation:
The Death of Trends: III | JC Report For the past two weeks, we have analyzed the shift from overarching seasonal trends to a constantly evolving blend of eclectic micro-trends. We argued that instead of buying into a signature look or designer ethos, the consumer now focuses on mixing and interpreting these diverse elements in their own, highly personal ways. We also noted that one of the main catalysts behind this no-trend trend is the rise of new media, which allows micro-trends to enter the mainstream and evolve into new trends much more rapidly than the traditional print model allows. The impact of and on retail is the last piece in our sociological puzzle. This week, we examine the ways consumers now buy (and don’t buy) fashion products. Over the past few years the fashion world’s two-season model has been cranked up to lightning speed. Eveline Morel, owner of EM & Co. boutique in Los Angeles, has noticed the shift firsthand. —Erin Magner
Retail in 2014: The Customer The latest in our New Year series of features assessing the shape of retail in 2014 focuses on the person who, our industry commentators agree, will be the focus on attention in the year ahead: the customer. Retailers, they say, will be looking to new ways of showing the individual the relevant content they want to see, while big data and personalisation technologies will play an important part in reaching them with ever more timely and relevant approaches. Customer first “The most prominent mind shift we have begun and will continue to see in 2014 is a focus on the customer journey and adopting a ‘customer-first’ strategy. “We expect 2014 to be a year in which retailers continue to consider each customer as an individual with specific needs, requirements and demands from their relationship with any given retailer. Pat Phelan, VP of client services, EMEA, at Bazaarvoice Rakuten Marketing [IRDX RAKU] James Hardy, head of Europe, Alibaba.com [IRDX RALI] Rakuten Play.com Alibaba
Happiness – THE Trend | Marketing & Innovation Welcome to the first 2012 edition of Simple, Smart & Sexy! Incredibly enough it’s almost February… well, I hope you had a chance to celebrate this new year with loads of champagne and happiness. As you will see on today’s video, I celebrated the new year in a little country called Uruguay (which The Simpsons just mentioned in this episode. After visiting this tiny country, I came back home to lecture at Florida International University to 44 students coming from my favorite trending country, Brazil. During these first weeks of the year I will continue to introduce consumer trends driving innovation, specially on marketing. How trends develop Trends arise as a consequence of macroeconomic facts, consumer behavior and industry trends. Analyzing trends is about observing and understanding what’s already happening, both major and minor issues, in the three aspects highlighted above. Macroeconomic framework Consumer behavior Some interesting facts about Brazil Industry trends The result: HAPPINESS
The Death of Trends: Part II | JC Report Last week, we introduced the first in a series of articles about the changing face of fashion trends. Rather than having the clear focus and boldface movements we used to see on the runways, the past few seasons have given us a deluge of eclectic “micro-trends”—from floral prints to ethnic detailing, from architectural tailoring to body-conscious silhouettes. We argue that instead of buying into a signature look or designer ethos, the consumer is now focused on mixing and interpreting these divergent elements in their own, highly personal ways. This week we explore one of the driving forces behind this transformation: new media. The fashion industry has always been driven by experimentation and creativity. Until recently, however, everyone who lived outside the major style hubs never saw it—their only exposure to fashion came from shopping malls and the pages of Glamour. Fashion big shots and rising stars alike are now accessible to the masses in a way they never have been before.
Retail | Inspiration for using tablets in retail | Bouncepad Bouncepad iPad kiosks are designed to provide a beautiful link in the complex omnichannel retail chain, allowing you to embed digital content and technology into your physical retail environment, empowering shoppers to buy from you and to become loyal brand advocates. Our favourite phrase at Bouncepad at the moment is ‘anywhere commerce’. It encapsulates how today’s shopper wants to operate. And it sums up the world of possibility opened up for retail brands that make it easy for their shoppers to operate this way – brands that take the shopper-centric approach of aiming to engage their customers wherever: in-store, on the couch, at their desk, on the go… More and more retailers are successfully connecting ecommerce and digital marketing channels with their bricks and mortar or pop-up retail environments to provide a seamless customer experience. Here are just some of the ways in which the introduction of tablets is making an impact in the retail world. POP Marketing Combat Showrooming
International Trend Interpretation Agency | Our-trends | Societal-trends Babyboomers are the biggest, wealthiest and most dominant generation. They are still very active, especially when compared to the generations before them. Kids start moving out, careers and working hours are toned down and self exploration is high. Boomers also spend a lot of time and effort in trying to stay healthy, by eating the right products and keeping up maintenance. This generation has always been able to adjust their lives the way they wanted to, and now they are trying to get their death aligned.
The Death Of Trends: Part I | JC Report Back in February 1988, Vogue‘s “Point of View” column constantly alluded to the “right” style. Pants in this category were “narrow over the hip, softer and wider through the leg,” while jackets were “longer, sharply tailored…often graphic in its design,” hemlines were short, the proper color was green and the best accessory a scarf. Twenty years on and the diktats of cool have become much less defined. Elle‘s March 2008 issue advises readers to stock up on cargo pants, mannish trousers, skinny jeans, denim cutoffs and flares, to pair with floral blouses, white tees, pajama tops or gypsy-inspired camisoles. And, while the apparel list seems rather extensive, every proper fashionista’s list of must-have shoes also includes sculptural heels, wedges, gladiator sandals, ballet flats, open-toed booties and moccasins. When it comes to fashion in 2008 the only prevailing trend is that there are no prevailing trends. This is the first in a three part series. —Erin Magner
11 great ways to use digital technology in retail stores The use of digital technology in bricks and mortar stores has increased rapidly over the last few years. I've deliberately excluded mobile here, as that will be the topic of my next article, but here are a few examples of how retailers are using interactive mirrors, video, and touchscreens to enchance the in-store experience for shoppers. Burberry Burberry's flagship London store aims to bring some of the web experience to the high street, featuring mirrors that double as video screens and staff armed with iPads. Other clever tricks include the use of radio-frequency identification technology (RFID), which triggers related catwalk footage when some products are taken into a fitting room, or near a video screen. A mixture of the practical and experiential. Tommy Hilfiger This is an old one (from 2008) but still a good idea which could be developed for window shopping. This campaign encouraged shoppers to leave their images for use in a collage of images being shown in shop windows. Nordstrom