Last week we attended Unbound London, the innovation festival that aims to connect brands with technology.
Speakers included Sir Martin Sorrell, Forbes, Vice, Farfetch, John Lewis and Google, with discussions ranging from how to serve ever-demanding customers to whether brands should stay out of politics, and how large companies can foster innovation.
Our main takeouts:
TRANSPARENCY – brands need to communicate more openly with customers. From standing for something meaningful and acting according to brand values, to explaining how data collected (with consent) will be used to improve a customer’s experience, transparency is key.
RELEVANCY – the future is about seamless, human technology that offers personalisation and convenience. Whether VR, AR or AI, brands and retailers must ensure that technology offers a real benefit to customers – and that it isn't tech for tech’s sake. Marketing must become more culturally relevant and focus on enhancing customers’ lives or people will reject it (as we have already seen with ad blockers).
This tallies with our research into Millennials and the Future of Retail – read more here, or see #unboundglobal for more highlights from the event.