The Customer Agenda

TheThe consumerconsumer
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the
Peter Fisk, World Retail Congress
consumer
BarcelonaBarcelona, 99 AAprilpril 20082008
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© Peter Fisk 2008the
consumer
ChallengesChallenges
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© Peter Fisk 2008the
consumer ComplexityComplexity
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© Peter Fisk 2008Luxuryy Entertainment
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Digital
Globalisers
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Adventurers
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DifferencesDifferences
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© Peter Fisk 2008Every year
We destroy 44 million acres of forest
We lose 100 million acres of farmland
We create 15 million acres of new desert
We use 160 billion tons of water
Our population rise towards 9 billion
The rich get richer
We want more
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consumer CrisisCrisis
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© Peter Fisk 2008Consumer
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© Peter Fisk 2008the
consumer
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© Peter Fisk 2008the
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My World
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PersonalPersonal
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
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Me
• Personal
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© Peter Fisk 2008the
consumer
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Me
• Personal
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Luxury
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DesireDesire
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
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Me
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My World
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ConnectingConnecting
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© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
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My World
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ExpressingExpressing
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
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My World
Collaborating
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Co-creating
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ParticipatingParticipating
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
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My World
Relevant
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SimpleSimple
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
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My World
Heritage
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Genuine
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AuthenticAuthentic
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
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My World
Environmental
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Social
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TheThe WWoorldrld
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GoodGood
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© Peter Fisk 2008the
consumer ButBut iitt'ss notnot easyeasy … …
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© Peter Fisk 2008the
consumer …… eengagegagemeentt iss weaeak
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© Peter Fisk 2008the
consumer …… ttrustrust isis low low
agenda
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© Peter Fisk 2008the
consumer …… lloyaltyoyalty isis rare rare
agenda
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© Peter Fisk 2008$$%$
Rational Emotional
material human
transactionstransactions relationshipsrelationships
and deals and loyalty
the
consumer HoweverHowever therethere isis aa bbetteretter wwayay … …
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© Peter Fisk 2008the
customer …… ttoo tthinkhink likelike aa consumer consumer
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© Peter Fisk 2008the
consumer WhatWhat reallyreally matters? matters?
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© Peter Fisk 2008the
consumer
HowHow ddoo yyouou engageengage todaytoday'ss cconsumer?onsumer?
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© Peter Fisk 2008the
consumer HowHow cancan youyou understandunderstand tthem?hem?
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© Peter Fisk 2008the
consumer
HowHow cacann yoyouu trtreaeatt themthem diffdiffererenently? tly?
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© Peter Fisk 2008the
consumer
HowHow cacann yoyouu ccoonnectnnect them? them?
agenda
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© Peter Fisk 2008the
consumer
HowHow cacann yoyouu dodo mormoree foforr them? them?
agenda
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© Peter Fisk 2008the
consumer
HowHow cacann thetheyy lovlovee yoyouu? ?
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© Peter Fisk 2008the
consumer
agendaagenda
Me
MeMe
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MeMe
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
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MeMe
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© Peter Fisk 2008the
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MeMe
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www.thegeniusworks.com
© Peter Fisk 2008the
consumer
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Me
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•Desire Right for me
My World
My terms
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Special
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TheThe WWoorldrld
•Simple
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PersonalPersonal
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connected
• Expression
• Participation
TheThe WWoorldrld
•Simple
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• Good
AmazonAmazon …… gettinggetting ttoo kknownow me me
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connected
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TheThe WWoorldrld
•Simple
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QuintessentiallyQuintessentially …… jjustust fforor me me
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connected
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TheThe WWoorldrld
•Simple
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• Good
MyShapeMyShape …… mymy perfectperfect fit fit
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire Healthy
My World
Wealthy
• Connected
• Expression
Happy
• Participation
TheThe WWoorldrld
•Simple
• Authentic
• Good
WWeellbeingllbeing
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connected
• Expression
• Participation
TheThe WWoorldrld
•Simple
• Authentic
• Good
InnocentInnocent …… ggreatreat tastingtasting purity purity
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connected
• Expression
• Participation
TheThe WWoorldrld
•Simple
• Authentic
• Good
McDonaldsMcDonalds …… newnew organicorganic kkitchensitchens
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connected
• Expression
• Participation
TheThe WWoorldrld
•Simple
• Authentic
• Good
TheThe PPoliceolice …… makingmaking thethe mmostost ooff life life
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire Aspirational
My World
Luxury
• Connecting
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Escapism
• Participating
TheThe WWoorldrld
•Simple
• Authentic
• Good
DesireDesire
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connecting
• Expressing
• Participating
TheThe WWoorldrld
•Simple
• Authentic
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iPhoneiPhone …… II wantwant one one
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connecting
• Expressing
• Participating
TheThe WWoorldrld
•Simple
• Authentic
• Good
SampleSample LabLab …… ttryry everything everything
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connecting
• Expressing
• Participating
TheThe WWoorldrld
•Simple
• Authentic
• Good
AdrenalinAdrenalin StoreStore …… shopshop nn ssurfurf
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire Passions
My World
Beliefs
• Connecting
• Expressing Tribal
• Participating
TheThe WWoorldrld
•Simple
• Authentic
• Good
ConnectingConnecting
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connecting
• Expressing
• Participating
TheThe WWoorldrld
•Simple
• Authentic
• Good
AAvvonon …… bbringingringing peoplepeople ttogetherogether
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connecting
• Expressing
• Participating
TheThe WWoorldrld
•Simple
• Authentic
• Good
NikeNike womenwomen …… peoplepeople jjustust likelike mmee
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connecting
• Expressing
• Participating
TheThe WWoorldrld
•Simple
• Authentic
• Good
Garden.comGarden.com …… sharingsharing mmyy passion passion
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire Identity
My World
Opinion
• Connecting
• Expressing
Belonging
• Participating
TheThe WWoorldrld
•Simple
• Authentic
• Good
ExpressingExpressing
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connecting
• Expressing
• Participating
TheThe WWoorldrld
•Simple
• Authentic
• Good
LivestrongLivestrong …… II believe believe
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connecting
• Expressing
• Participating
TheThe WWoorldrld
•Simple
• Authentic
• Good
FacebookFacebook …… aallll mymy friends friends
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connecting
• Expressing
• Participating
TheThe WWoorldrld
•Simple
• Authentic
• Good
TTopshopopshop …… llookook whatwhat II bought bought
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire Contributing
My World
Collaborating
• Connecting
• Expressing
Co-creating
• Participating
TheThe WWoorldrld
•Simple
• Authentic
• Good
ParticipatingParticipating
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connecting
• Expressing
• Participating
TheThe WWoorldrld
•Simple
• Authentic
• Good
BarcelonaBarcelona FCFC …… mmyy kkindind ooff people people
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connecting
• Expressing
• Participating
TheThe WWoorldrld
•Simple
• Authentic
• Good
JonesJones SodaSoda …… designeddesigned byby me me
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connecting
• Expressing
• Participating
TheThe WWoorldrld
•Simple
• Authentic
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TTrripadvisoripadvisor …… rrecommendedecommended byby you you
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• M Personal
• Wellbeing
•Desire
My World
• Connecting
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TheThe WWoorldrld
•Simple
• Authentic
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SimpleSimple
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connecting
• Expressing
• Participating
TheThe WWoorldrld
•Simple
• Authentic
• Good
AppleApple …… humanisinghumanising technology technology
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connecting
• Expressing
• Participating
TheThe WWoorldrld
•Simple
• Authentic
• Good
MyDecoMyDeco …… bbringingringing itit together together
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connecting
• Expressing
• Participating
TheThe WWoorldrld
•Simple
• Authentic
• Good
3Luxe3Luxe …… bestbest ooff tthehe best best
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire Original
My World
Heritage
• Connecting
• Expressing
Genuine
• Participating
TheThe WWoorldrld
•Simple
• Authentic
• Good
AuthenticAuthentic
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connecting
• Expressing
• Participating
TheThe WWoorldrld
•Simple
• Authentic
• Good
KikkomanKikkoman …… thethe rrealeal thing thing
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connecting
• Expressing
• Participating
TheThe WWoorldrld
•Simple
• Authentic
• Good
StendersStenders …… livingliving hhistoryistory
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connecting
• Expressing
• Participating
TheThe WWoorldrld
•Simple
• Authentic
• Good
WholefoodsWholefoods …… naturalnatural world world
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire Ethical
My World
Environmental
• Connected
• Expression
Social
• Participation
TheThe WWoorldrld
•Simple
• Authentic
• Good
GoodGood
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connected
• Expression
• Participation
TheThe WWoorldrld
•Simple
• Authentic
• Good
TTooyotayota …… ccoolool hybrids hybrids
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connected
• Expression
• Participation
TheThe WWoorldrld
•Simple
• Authentic
• Good
VViisasa …… sswapwap sshophop
www.thegeniusworks.com
© Peter Fisk 2008the
consumer
agendaagenda
Me
• Personal
• Wellbeing
•Desire
My World
• Connected
• Expression
• Participation
TheThe WWoorldrld
•Simple
• Authentic
• Good
M&SM&S …… makingmaking greengreen normal normal
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© Peter Fisk 2008the
consumer SeeSee tthingshings differently differently
agenda
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© Peter Fisk 2008the
consumer InspireInspire yyourour consumers consumers
agenda
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© Peter Fisk 2008the
consumer BeBe human human
agenda
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© Peter Fisk 2008the
consumer EnableEnable themthem toto dodo more more
agenda
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© Peter Fisk 2008the
consumer BeBe specialspecial
agenda
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© Peter Fisk 2008the
consumer StopStop thinkingthinking likelike aa retailerretailer … …
agenda
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© Peter Fisk 2008the
peterfisk@peterfisk.com
consumer
…… sstarttart thinkingthinking likelike aa realreal person person
wwwwww.theGeniusWtheGeniusWorksorks.comcom/downloads/downloads
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© Peter Fisk 2008the
peterfisk@peterfisk.com
consumer
OpenOpen youryour eyes eyes
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© Peter Fisk 2008the
peterfisk@peterfisk.com
consumer
…… ttoo aa betterbetter wworldorld
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© Peter Fisk 2008Peter Fisk is an experienced strategist and marketer, having spent many years working
with the likes of American Exppyress and British Airways, Coca Cola and Marks & Sppencer,
BT and Cable & Wireless, Microsoft and Philips, O2 and Vodafone.
He is author of the new best-selling book Marketing Geniuswhich explores the left and
right-brain opportunities for marketing to deliver extraordinary results in today's complex
marktkets. ((www.MMarktketiingGGeniiusLLiive.com)). HHe iis allso tt