BRINGING EXPERTISE IN AGILITY - Havas Creative
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
RETAIL
ACCELERATOR
BRINGING EXPERTISE IN AGILITY BRAND LOYALTY
March 2021
1
COVID-19 HAS RESULTED IN
It has never been more
important to refocus
– to actively understand
AN ACCELERATED PERIOD OF
and address the issues
affecting your brand
and how you operate.
ADAPTATION
AND
CHA N GE 2WHAT
2020?
HAPPENED +
176,000 74 %
IN Retail jobs lost – 23% increase
from 2019
YOY growth in UK online
retail sales (in Jan 2021)
+
15,700 35 %
Stores closed this year ecommerce penetration
in Retail (in Jan 2021)
Retailers that disappeared
from the highstreet:
•
•
Mothercare
Beales
-25 %
Decline in physical non-food
46 %
of UK consumers purchased
store sales vs. 2019 a product online that they
• Carphone Warehouse had previously only ever
-0.3
• Cath Kidson purchased in store (since
•
•
•
TM Lewin
Oasis & Warehouse
Oliver Sweeney
% the pandemic began)
• Evans
• DW Sports On overall sales
‘worst annual change in 25 years’
• J. Crew
• Brighthouse
Source: Centre for Retail Research, BRC
3400,000 retail jobs 1. Continued acceleration
could be lost to of online and digital
online retail and 2. Experiential shopping
work-from-home 3. Hyper personalisation
boom, with 20-40% 4. New partnerships to
of retail stores at enhance propositions
risk of closure” 5. Blurring between DTC
and traditional retail
6. Sustainability – conscious
© KITH
consumerism
6 KEY RETAIL
A successful vaccine roll-out will aid the
recovery of the sector however there will
be mixed successes across the sector with
changes in consumer behaviour, hybrid
working models and reduced travel likely to
TRENDS FOR 2021
stay and discretionary spending remaining
cautious for many.
Successful retailers will need the right
combination of resilience and agility.
Do you know where you need to be
strong and where you need to be flexible
to respond to these key trends?
4HAVE YOU GOT THE RIGHT BALANCE OF
RESILIENCE ORGANISATIONAL
AGILITY
TO BUILD
BRAND MOMENTUM
DURING TIMES OF SUCH CHANGE?
55SOCIAL
DISTAN C I N G
DOES NOT NEED
TO BE A BARRIER TO
COLLABORATION Covid-19 has changed so much, but it cannot
stop us getting work done together.
We believe that team work still produces the best
results, so at Havas we’ve developed the Retail
Accelerator event for your teams, to work
wherever they’re based. It brings together three
specialist agencies – Conran Design Group,
Gate One and Havas Helia
6RETAIL
AAAAACCELERATOR
Our unique co-creation and
immersive experience uses
design to facilitate exploration
and understanding of the
health of your retail business
EVENTS
– through brand, customer
experience, loyalty and
operations.
This curated event will
explore your most complex
challenges with a different
lens, foster inspiration and
enable your team to find
the consensus needed to
accelerate your momentum
and overcome the challenges
of the new normal.
71 Uncover key challenges
for your brand and foster innovation
to help you stay relevant in the
competitive landscape
THE 2
OBJECTIVES
Deconstruct and challenge
component parts
(across brand, loyalty, customer
experience and business agility),
pinpoint the gaps, explore the
levers to pull to future-proof
your business
3 Align leaders of the business
in a safe space, enabling
teams to reflect differently,
unravel collective sticking
points and inspire momentum
8HOW DOES
The event provides an Across facilitated exercises we will ask you and
your team to set aside personal perspectives,
opportunity to rethink what to look again at the things that matter most to
your brand is for and to make your business, and uncovering areas where you
think the brand could be performing better
sure it’s doing its job. (across your business from brand engagement,
customer experience to retail operations).
IT WORK?
The customised process is designed to engage
and motivate colleagues, creating consensus
and a sense of shared ownership on the things
that matter most to your brand and give you
aligned way forward.
Exploring and responding to
your brand’s unique context
YOUR CUSTOMER.
YOUR MARKETS.
YOUR BUSINESS. 9THE SESSION
IS ORGANISED 1 2 3
INTO 3 PARTS
YOUR CUSTOMERS YOUR MARKET YOUR BUSINESS
A. Understanding C. Competitor mapping F. Brand barometers
your audience • What are your learnings from • What are the strengths and
• What are your key audience segment competitor brand communications, weaknesses in your brand’s
needs, motivations and +/- brand activations and experiences? visual language and kit of parts
associations? and how does it impact your
• What are your customer
brand and communications?
B. Customer experience communication opportunities and
insights based on market and • What are your current and future/
evaluation performance analysis? aspirational brand attributes
• What are your customers saying and associations?
about their needs? What is the D. Cross sector analysis
• How well do you understand your
communication experience like • Testing visual cues and the brand in the context of its overall
today and how is it performing? boundaries of your brand identity architecture and the related entities
Who are you targeting, via which in context of leading global brands.
• it has meaningful connections with?
channels and what are the rules that E. Operational competitive
determine sequence, timing and G. Business agility
advantage
frequency? • Is your operating model setup
• Looking at your value chain, to deliver your strategy?
• How does your customer experience where are your true competitive
actually manifest in reality? Is your • How long does it take to
differentiators? Where are your
brand aligned with the CX? How implement strategic change into
strengths and weaknesses?
does your CX for online compare your business? Do you have all
Do you have a clear plan to
with stores and how well are the the elements required?
deliver your strategy?
two channels integrated?
10UNIQUELY CONNECTED TO DELIVER MAXIMUM IMPACT
Creating unique customer value by connecting the dots: from strategy through to engagement
A truly integrated multidisciplinary team: business consultants + creative leads + customer engagement specialists
We are a leading business and digital We are a design-led branding agency Havas helia is Havas UK’s specialist
transformation consultancy, that work with that delivers business impact. We customer engagement agency, based
the leaders of some of the world’s most develop brand experiences that are out of London and Cirencester.
interesting, innovative and influential relevant and meaningful to audiences. We combine data, technology, strategy
organisations to conceive and deliver the We work with our clients to deliver and creativity to deliver meaningful
big ideas that will bring about meaningful brand led, digitally ready and engagement between brands and
and lasting change. We make strategy sustainability focused solutions people, across the entire length
happen by bringing a rare blend that inform, inspire and of the customer journey
of strategic advisory and engage audiences.
hands-on delivery
Specific services Specific services Specific services
Customer experience Brand strategy Customer journey mapping
Dynamic business strategy Naming Data analytics
Digital & data transformation Brand design Engagement strategy
Operating model innovation Packaging Digital marketing
Cost optimisation Physical environments Digital commerce
Agile people and culture change Stakeholder communications Direct marketing
Sustainability Sustainability/ ESG reporting CRM
11
11The Retail Accelerator event delivers
actionable, business-focused results.
But the process itself has the
additional benefit of engaging and
motivating colleagues, unpacking
roadblocks, creating inspiration and
a sense of shared ownership.
It re-focuses minds on the things that
matter the very most to your brand.
WHAT ARE
Stimulate new thinking
Using design stimulus, external insights and a rapid
healthcheck, we will explore new perspectives and fresh
ideas about your brand and how you operate.
THE BENEFITS
Using a tried and tested approach
Our event approach has been developed over more than a
decade. We tailor each for our clients to meet immediate
brand context and opportunity.
To reveal new insights & alignment
across your teams
Our cross-functional event will seek to draw out the true
strengths and pain-points across your business and ensure
you are aligned on the right path forward to achieve
competitive advantage.
12OUR CLIENTS INCLUDE
13CURIOUS?
GET IN TOUCH TO
Lucy Armstrong
Business Development Director
Conran Design Group
lucy.armstrong@conrandesigngroup.com
+44 (0)788 930 9052
FIND OUT MORE Ben Tye
Retail and Consumer Business Partner
Gate One
retailaccelerator@havas.com
ben.tye@gateone.co.uk
+44 (0)752 543 6248
havas
cx
helia
Lucy Halley
Head of Strategy
Havas Helia
lucy.halley@havashelia.com
+44 (0)754 027 6355You can also read
