1 “CREATING CUSTOMER ADHESIVITY ON AN INDIAN BUDGET” 18 th June 2014

WESTERN VS INDIAN APPROACH 2

TODAY’S DISCUSSION 3 Plethora of ideas Which are the ones that work for you? Fear of breaking the bank !!!

4 EXECUTIVE SUMMARY INNOVATIONS IN RETAIL  MOBILE  IN-STORE  CROWD SOURCING  TRAFFIC BUILDING  VIRTUAL STORES

MOBILE CUSTOMER EXPERIENCE 5

IN-STORE CUSTOMER EXPERIENCE 6

CROWD – SOURCING INNOVATION 7

TRAFFIC BUILDING INNOVATION 8

VIRTUAL STORE EXPERIENCE 9

PRACTITIONERS VIEW TO LEAN INNOVATION

CONNECTING WITH CUSTOMERS THROUGH OUTCOMES Enterprise Loop Lean Enterprise Loop

LASTMINUTE.COM EXAMPLE 12 4 days 80 ideas 3 actionable prototyped solutions 400+ customers per day

LASTMINUTE.COM EXAMPLE 13

THANK YOU Sathiyanarayanan Vijayaraghavan thoughtworks.com

CUSTOMER CO-CREATION 15 Evidence-based decisions on outcomes Create an experiment to test it

MOBILE CUSTOMER EXPERIENCE 16 Hointer added QR code to their jeans so that customers could just scan the item and it will be delivered to trial room

MOBILE CUSTOMER EXPERIENCE 17 Sainsbury scan and go

IN-STORE CUSTOMER EXPERIENCE 18 > 50 LCD screens 23 foot video wall Virtual hostess, Mrs. Green, a hologram Touch screen kiosks High-tech kids area - interactive video wall and projections Market Pass app for mobile payment and rewards

IN STORE CUSTOMER EXPERIENCE 19 United Arrows Marionettebots combines a traditional mannequin with the movement capabilities of a robot; used to drive traffic to stores and has used motion chemistry of consumers to offer promotions

CROWD – SOURCING INNOVATION 20 SuperBrugsen in Denmark allows customers to indicate local products that they would like their stores to stock; crowd sourcing at its best Frito-Lay’s “Do Us A Flavor” campaign on Facebook, Twitter and local media generated 600,000 submissions over 3 ½ months

CROWD – SOURCING INNOVATION 21 Loblaws, a supermarket chain in Cadana, allowed consumers to submit their recipe ideas for a new President’s Choice branded product, and integrated it with a Food Network Canada (later CBC) television show to showcase the finalists’ recipes Budweiser asked its 12 brewmasters to envision their own unique version of beers. After six beers brewed for sampling and 25,000 opinions, the experiment resulted in a new golden amber lager : Budweiser Black Crown

IN STORE CUSTOMER EXPERIENCE 22 Fragrance Bar deployed at Sephora’s megastore in China Perfume dispensers with iPad stations. The stations allow customers to set the occasion and try out different perfumes increasing chances of conversion

TRAFFIC BUILDING INNOVATION 23 The Body Shop used a technologically advanced marketing campaign that involved the iButterfly app. The Body Shop campaign included merchandise discounts and several grand prizes that were worth hundreds of dollars

VIRTUAL STORE EXPERIENCE 24 Creation of urban retail spaces in vacant areas; users with a smartphone will have a fully stocked supermarket. Consumers scan, add products, pay and have the items delivered

VIRTUAL STORE EXPERIENCE 25 P&G launched 5D experience concept store in Sao Paolo. Enables users to experience the brand’s products from a new perspective

VIRTUAL STORE EXPERIENCE 26 Virtual shopping wall at Delhi Airport by HomeShop18; customers can shop by scanning the QR code shown with each product

VIRTUAL STORES 27 Magazine Luiza’s innovative virtual model covers 52 of its 350 chain stores. Megastore in small, hard to reach cities. Virtual store started with video sales and customer service and moved online. Provided one hour of internet for customers and an additional hour for bringing an additional customer. Space for education, healthcare, child care etc

TRAFFIC BUILDING INNOVATION 28 eMart in South Korea launched campaign with QR codes called Sunny Sales; 25% increase in sales and new membership by more than 50% month over month The Body Shop campaign that involved a technologically advanced iButterfly app The Body Shop campaign included merchandise discounts and several grand prizes that were worth hundreds of dollars

DIGITAL MARKETING 29 Clear example of the power that convergence of physical and virtual worlds can create. By displaying Facebook “likes” on small screens embedded in articles’ hangers, C&A allows online community to drive behavior of brick and mortar shoppers

SUPPLY CHAIN INNOVATION 30 RFID tracks merchandize from manufacturer to consumer; stitched as part of the cloth Keeps track of stock throughout the supply chain with ability to meet “promises to customer”