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FuturistU > Innovation & Change > Infectious Messaging > Module 3 / 4

Well Packaged Stories

Instructor: Jeremy Gutsche
Recall that with a cultural connection, you are not speaking to your customers, you are speaking with them, and that’s empowering. The most powerful way to speak with your customers is to tie your message to a story or a lifestyle.

This module uncovers various tactics and examples illustrating how to do just that. How can you articulate or visualize your message in a way that truly resonates?
Workshop Questions:
1. How could your product or service better communicate cultural purpose?
2. What truly differentiates your brand from competitors? Do your customers know that as well as you do?
Access Advisory Services

Insights by Trend Hunter AI

App-Based Retail
Retailers create apps to accompany customers' in-store experiences
Trend - Retailers are increasingly merging the convenience of online shopping with the engagement of in-person retail--now with accompanied in-store apps. These apps help enhance customer experiences with everything from product information to shopping assistance.
Workshop Question - How could your brand merge digital and in-person shopping experiences?
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
SMS Support
Text-based customer support services prioritize convenience and quick communication
Trend - Traditional forms of customer support like going in-store or calling in and being put on hold are slowly being pushed aside for more modern, convenient options. Now, SMS-based customer support programs offer quicker service that requires less patience from both parties.
Workshop Question - How could your brand reduce friction in the customer service journey?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Connected E-Commerce
Connected e-commerce packaging solutions prioritize safe deliveries
Trend - Smart e-commerce packaging solutions are increasingly common as businesses aim to deliver items with both efficiency and transparency. Packaging solutions in this space include everything from temperature-controlled connected boxes, to packaging with QR codes to engage customers.
Workshop Question - How could your brand better prioritize the customer journey post-purchase?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Financial Concierge
Banks are launching virtual "assistants" to meet consumer needs at home
Trend - Banks are launching new digital solutions to meet consumer needs at home. These virtual assistants help to bridge the gap between inconvenient in-person banking and impersonal online banking, providing convenient ways for users to take care of their financial needs.
Workshop Question - How can your brand prioritize convenience through digital solutions?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Single Use-Reduction
In-store refill stations are no longer specific to personal care
Trend - As brands look to become more eco-friendly, in-store refill stations are one way they're shifting toward sustainability. This shift includes everything from coffee refill stations to supermarket skincare refills.
Workshop Question - How is your brand prioritizing sustainability?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Solid Moisture
Moisturizers that come in solid form are on the rise
Trend - Skincare brands are releasing solid moisturizers that offer a different product experience than customers are accustomed to. These moisturizers have a range of benefits incuding reduced packaging waste and convenient application.
Workshop Question - How can your brand better prioritize convenience for its customers?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
App-Powered Store
Brands in China are partnering with WeChat for experiential in-store experiences
Trend - The use of WeChat to create in-store shopping experiences that feature digital experiences and enhancements is on the rise in China. These partnerships allow for more seamless interactions considering the prevalance of the WeChat app--allowing customers to engage in-store without having to download any additional apps.
Workshop Question - How is your brand catering to the digital habits of younger demographics?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Contactless Airport
Both necessary and recreational processes at airports are becoming contactless
Trend - Contactless airport systems are on the rise as airports around the world continue their heightened safety efforts in light of the ongoing pandemic. These contactless systems are occurring in everything from agent interactions to in-airport food deliveries.
Workshop Question - How is your brand prioritizing safety in the long-term amidst the ongoing pandemic?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Refined Returns
Brands are making it easier for consumers to return items amid COVID-19
Trend - The COVID-19 pandemic has fueled a surge in online sales, prompting an increase in online return needs. To accommodate this emerging need, many brands are leveraging strategic partnerships to enable streamlined return solutions that include return shopping lockers, at-home return pickup options, and multi-brand return centers.
Workshop Question - How can your brand anticipate consumer barriers to purchasing amid fluctuating shopping restrictions?
3.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
One-to-One Retail
Stores serve one customer at a time to give safe, ultra-custom experiences
Trend - The retail industry has seen a lot of transformation in light of the pandemic. One recent development is the growth of storefronts or services dedicated to limiting the shopping experience to two people: the retail worker and the customer. This is being executed virtually as well as in person and has the benefits of both safety and full personalization.
Workshop Question - How will you satisfy the opposing consumer need for experience and safety in the new normal?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends