It’s a journey, not a destination
Rewriting all the rules of retail
Within business transformation, designing new journeys and experiences for customers is one of the most common focus areas for agencies and brands. 54 percent of brand leaders, and 49 percent of agency leaders said they are always or regularly working on these types of creative projects
LIONS STATE OF CREATIVITY SURVEY, 2021
In 2021, not only will the “experience economy” mature, but the realms between the physical and digital world will also dissolve even further. Much of it has, of course, been accelerated by COVID-19 but consumer demand and leaps in technology have also played a part. Expectations of creative experiences means that brands have had to raise their digital game up as lockdowns have seen us living so much more of our lives through a screen. Transitions, friction and glitches will not be tolerated. Emboldened by the big promise of “everything-as-a-service”, eCommerce has become more of a level playing field...sometimes resulting in a fairly dull game. So how can brands become superstar, stand-out players in this highly competitive space? Some of the best of the best are the new kids on the block: The start-ups. The challengers. The new sharing economy platforms. They’re daring to be different and are challenging the customer journey - to create magical moments which delight and excite audiences. At Cannes Lions Live, we’ll reimagine the customer journey with the help of those who are creating magical moments with the help of creativity. We’ll see how creative thinking can transform the customer journey, transforming mundane functionality into outstanding, immersive and entertaining experiences.
29 percent of consumers across Brazil, China, France, Germany, India, the UK and the US claim that an entertaining shopping experience would encourage them to buy online.
GLOBAL WEB INDEX/WARC 2021
Amazon Prime reported that it had 150 million members enrolled last year
A recent survey of 13 countries found that two-thirds of consumers say they have tried new kinds of shopping. And in all 13, 65 percent or more say they intend to continue to do so.
Consumers spend 46 percent percent more on FMCG products when buying online.
What You Said
“Brands and agencies need to learn new ways to engage audiences and offer new shopping experiences on digital platforms.”
ART DIRECTOR, INDEPENDENT FULL SERVICE AGENCY
“What does the consumer path-to-purchase look like in the digital hyper-connected world?”
SENIOR BRAND MARKETER, HEALTH AND BEAUTY
“How can brands still be personal in this age of physical disconnection?”
CREATIVE, FULL SERVICE AGENCY
“A key topic is the potential of AI personalisation”
SENIOR AGENCY LEADER, SPECIALIST HEALTHCARE AGENCY
“How to integrate good creativity in a digital environment leading traffic to ecommerce sites is a challenge.”
CHIEF DIGITAL OFFICER, INSIGHTS AND DATA CONSULTANCY
“The change in consumer behaviour of where they buy and what they buy. Online shopping has seen massive growth during the pandemic and brands and agencies need to learn new ways to engage audiences and offer new shopping experiences on digital platforms.”
ART DIRECTOR, FINLAND
“Digitisation drives sameness. Our entire reason for being is to drive distinction”
CEO, BRAND STRATEGY & DESIGN AGENCY