The document discusses how consumer expectations for retail experiences have increased in two major areas: the customer experience and continuous commerce. Consumers now expect seamless experiences between digital and physical retail touchpoints. They also expect easy access to commerce across browsing and buying journeys, including on social media platforms. The document argues that brands must leverage digital tools to provide frictionless customer experiences that meet consumers' heightened expectations for ease, simplicity, and the blurring of lines between offline and online retail.

1. Matt Holt
Director, Digital Strategy at OgilvyOne
@MattSocial
Greater Expectations:
Engaging the new retail consumer

2. Consumers needs aren’t changing.
Consumer expectations are

3. Disney’s magic brand
brings the new retail
experience to life

4. Disney’s Magic Band

5. Consumer expectations have increased in two major
areas
Customer Experience
The physical and digital blur
Continuous Commerce
Commerce commerce everywhere

6. The physical and digital blur

7. What consumers expect
Consumers expect ease, simplicity and seamlessness between
the digital and physical worlds. The the barrier between ‘offline’
and ‘online’ is increasingly blurred, and consumers seek a
frictionless experience between touch points.

8. Even in 2011, we had Adidas’
virtual footwear wall

9. M&S Endless Aisle
And we saw a virtual shop from
Homeplus in South Korea

10. 35% of UK
consumers
have used Click
and Collect this
year

11. Physical stores convey
brand identity and
become ‘labs’ to study
consumer behaviour and
solicit feedback

12. Brands like Warby Parker are
leveraging the digital and physical
to make the customer experience
easy, consistent, and seamless. It’s
a brand differentiator.

13. Brands such as Everlane are leveraging digital tools
to enrich the real world customer experience

14. What is the implication for brands?
Every time we consider a consumer’s buying experience in the
real world, we need to consider how digital and physical (and even
virtual) can combine to create a really powerful experience across
the customer journey.
This is no longer a ‘nice to have’ - consumers expect it and the
best experiences blur the lines.

15. 2. Commerce, commerce everywhere

16. What consumers expect
Consumers expect a smooth segue from browsing to buying.
Social commerce platforms inspire brand consideration and
purchase intent, and brands need to be able to deliver in those
moments.
To say that consumers expect an easy experience doesn’t mean
that commerce can’t be social, emotional, or fun. Leading brands
are leveraging digital to deliver on rational & emotional needs.

17. The return of social commerce
“It’s impossible to write an article about social commerce without
referring to the much heralded false dawn that was Facebook
Commerce. That failed as it was just bolting a catalogue and a
store onto a social network and did not make the actual sales
process social. In other words, it was not ‘social commerce’.”
Gideon Lask, Former Head of
eCommerce HMV

18. Could ‘buy now’ on social
networks go the same
way?

19. Or does ‘endless browsing’
now have an end in sight…?

20. We know that ¾ of active pinners use
Pinterest to plan for the future

21. Fashion disrupter
Net-a-Porter
leads the industry with
its latest social
commerce app.
‘The Net Set’ combines
the ease & convenience
of digital with the
emotion and magic of
shopping in store.

22. It’s now so easy to purchase
Amazon Dash suggests that when it comes
to retail, sometimes ‘easy’ beats ‘brilliant’

23. Retailers will continue to innovate in the ‘delivery’ space

24. People want home
deliveries again

25. What is the implication for brands?
If technology makes purchase in the moment so easy, then we
need to make it easy as possible to help customers buy the brand.
Only by understanding the customer journey and their needs can
we construct relevant purchase triggers.
Buying moments aren’t limited to the conversion section of the
customer journey – you’ll find them if you look hard enough.

26. Closing thoughts
1.Rather than just marketing to customers we need to talk about
creating best in class consumer experiences for them. Customer-
led is the key to retail success
1.A lot of the technology is available right this moment, brands just
haven’t yet pieced it all together to create a coherent experience
1.The customer journey is no longer linear in nature-thanks in large
part to digital, the process has become lateral. It’s up to brands to
provide an experience that consistently delivers on customer
expectations at the relevant points of the customer journey

27. Matt Holt
Director, Digital Strategy at OgilvyOne
@MattSocial
Greater Expectations:
Engaging the new retail consumer