The 6th Sense (Retail Detail Congres Sensitieve Marketing)
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1) Retail consists of the sale of physical goods from a fixed location that provides experiences and conversations in line with the brand and retailer values. 2) Applying the 6th sense through an experiential and conversational approach called "APPLIED CONVERTISING" can immerse customers and increase brand love, loyalty, and profits. 3) APPLIED CONVERTISING involves using real storytelling aligned with the brand DNA, product demonstrations to confirm brand claims, and on and off-screen conversations to make customers talk about the brand and store.
The 6th Sense (Retail Detail Congres Sensitieve Marketing)
- 1. RETAIL DETAIL THE 6 th SENSE Condensed – Sharing Version Antwerp, April 26th 2012
- 3. What about the detail... the 6th Sense...?
- 4. The 5 senses combined ? Do only women have it ?
- 5. 6TH SENSE
- 6. The 6th sense: IMMERSE • A REAL & emotional extra sense... • A NEW dimension • The only bi-directional sense • The only ACTIVE sense
- 7. The 6 th sense: It’s about creating EXPERIENCES & CONVERSATIONS
- 10. Retail: Retail consists of the sale of physical goods or merchandise from a fixed location in small or individual lots for direct consumption by the purchaser with the respect of the retailers- and brand values in the most experiential and conversational way. So...retail = sell goods = sell brands . Brands have Brand DNA Brand DNA = Brand Values Retail(er) are also Brand(s) => Retail(er) has Values Each activity should reflect these Brand DNA(s) !
- 11. What if we added “a real story” ?
- 12. What if we added “experience”
- 14. What if we added “conversation”
- 15. Theory versus reality Promise versus delivery
- 16. Theory versus reality Promise versus delivery Sex doesn’t sell – controversy does* * Mar9n Lindstrom -‐ 2008
- 17. To “immerse” your customers: Use the 6th sense, triggering emotions using the APPLIED CONVERTISING® method* (*cfr. Square Melon Company Presentation)
- 18. What really matters is: • Loyal customers They return more often to the same store • Repeated purchase pattern Increases volume & profit (for brand & retailer) • Increased ROE * *Return On Emotion = Brand LOVE
- 19. Using the APPLIED CONVERTISING® method 1. Real story-telling Matching & explaining brand-DNA
- 20. 1. Real story-telling Concepts that fit the brand & retailers DNA
- 21. 1. Real story-telling Concepts that fit the brand & retailers DNA
- 22. 1. Real story-telling Concepts that fit the brand & retailers DNA
- 23. 1. Real story-telling Concepts that fit the brand & retailers DNA
- 24. 1. Real story-telling Concepts that fit the brand & retailers DNA
- 25. Using the APPLIED CONVERTISING® method 1. Real story-telling Matching & explaining brand-DNA 2. Try-vertising Demonstrates perfect-serve/use Confirm brand-claim – complement advertising
- 26. 2. Try-vertising Trying is believing...is buying
- 27. 2. Try-vertising Trying is believing...is buying
- 28. 2. Try-vertising 2. Trying is believing...is buying
- 29. Using the APPLIED CONVERTISING® method 1. Real story-telling Matching & explaining brand-DNA 2. Try-vertising Demonstrates perfect-serve/use Confirm brand-claim – complement advertising 3. Conversations off- & on-screen Makes consumers talk about your brand/store
- 30. 3. Creating conversations: off-screen
- 31. 3. Creating conversations: off-screen
- 32. 3. Creating conversations: on-screen
- 33. 3. Creating conversations: on-screen
- 34. 3. Creating conversations: on-screen
- 35. IMMERSING your consumer leads to: • More memorable brand-activations and consumer connections will lead to: - Long lasting Brand-LOVE for brands that can keep on innovating • More brand-love and equity will lead to: - Loyal brand-ambassadors • More brand-ambassadors will lead to: - Increased volume & benefit
- 36. IMMERSING what’s in for the retail(er): • Differentiation/stand-out from competitors • Increased brand-love decreases the sensitivity to the price of the products • Talk-ability and PR-ability of your store • Increased volume & profit
- 37. IMMERSING for my type of store ?
- 38. IMMERSING for my type of store ? What if...I could test my new shoes from Decathlon on a real running-‐track on the parking-‐lot ?
- 39. IMMERSING for my type of store ? What if...my wife could get coloring-‐advice while I get my test-‐drive @ Cardoen so I can enjoy it a liPle bit longer ?
- 40. IMMERSING for my type of store ? What if...I could get a first flavor of the Chinese cuisine while I book my trip to China ?
- 41. IMMERSING for my type of store ? What if...I could get some style & color advise from a fashion-‐stylist while I cue for the changing rooms ?
- 42. Reminder: • Use ALL of the 6 senses • Respect Brand- and Retailer’s DNA • Convertise ® • Try-vertise • Tell the real and right DNA-fitting story • Create conversations and experiences • Make it more fun & memorable • Create real brand LOVE
- 43. For the Full-Format Presentation please contact: Alain Manders Chief Visionary Officer Alain@SquareMelon.eu +32 475 241 241