Presentation from NRF 2020: Retail’s Big Show. -- Piers Fawkes, President and Founder, PSFK -- Olivier Blayac, GM, Color&Co by L'Oreal

2. Delivering Human
Touch Through
Personal Utility
Piers Fawkes, President & FounderJanuary 12, 2019

3. We have reported on 10 years of change

4. Mobile
A Decade Of Change
Shop In Shop Social
Ominichannel Connected Store
Experiential
DTC
2010
2020

5. What Next?

6. THE FUTURE OF RETAIL
IS
PERSONAL UTILITY

7. Personal Utility
Advanced computing, delivery
logistics & connected tech
powering a hyper-personalized
retail experience with objective
of anticipating and providing
exceptional service
63% of consumers
surveyed are
interested in
personalized
recommendations,
and the majority of
them are willing to
share their data in
exchange for
benefits.
Source: Delivering For
The New Consumer. RILA
and Accenture, 2018

8. HOW DO WE DELIVER
PERSONAL UTILITY?

9. Personal Utility
INSPIRE ME
MEET ME
SERVE
ME
VALUE ME
KNOW ME

10. Provide me with personalized
recommendations and curated
content to help me discover and
choose the right products for
my needs.
INSPIRE ME
78% of consumers
are interested in
receiving
personalized
recommendations or
coupons/offers that
are relevant to their
current needs while
they are shopping in
a store.
Source: PSFK x Suzy
Future of Retail 2020
Survey

11. L’Oréal Color&Co

12. L’Oréal Color&Co

13. Adidas LDN

14. Adidas LDN

15. Integrate shopping into my daily
life, providing me with access to
the goods and services I need in
the manner that’s most
convenient for me.
MEET ME
76% of consumers
will shop locally at
different branches of
the same retail chain
if they provide
different products
and services.
Source: PSFK x Suzy
Future of Retail 2020
Survey

16. Google Shopping

17. Nordstrom

18. Nordstrom

19. SERVE ME
Don’t just sell me a product but
provide me with a solution,
making my life easier and
ensuring I get the most out of
my purchase.
63% of consumers
are interested in
purchasing a product
that comes with
related services to
help them get the
most out of their
purchase.
Source: PSFK x Suzy
Future of Retail 2020
Survey

20. Domino’s Delivery Hotspots

21. Domino’s Delivery Hotspots

22. Equal Parts

23. Equal Parts

24. VALUE ME
Provide meaningful value that
rewards my loyalty and shows
me you’re there for
the long-haul.
90% of consumers
are interested in
being able to choose
the types of rewards
that they receive
from a brand or
retailer’s loyalty
program.
Source: PSFK x Suzy
Future of Retail 2020
Survey

25. Reebok Unlocked

26. Reebok Unlocked

27. Stitch Fix

28. Stitch Fix

29. KNOW ME
Empower me with digital tools
that allow me to control my
shopping experience while
continually working to make
my experience even better.
70% of of
consumers expect a
retailer to offer
them the same level
of personal service
whether they are
shopping in a
physical store,
online or on their
mobile device.
Source: PSFK x Suzy
Future of Retail 2020
Survey

30. Nike x Foot Locker

31. Choosy

32. Choosy

33. Personal Utility
INSPIRE ME
MEET ME
SERVE
ME
VALUE ME
KNOW ME

34. What To Do Now
Invest in tools as
much as you invest in
experiences
Nike x Foot Locker

35. What To Do Now
Layer services to
bridge product gaps
Equal Parts

36. What To Do Now
Decentralize the store
Nordstrom

37. Launching December 2019

38. C1 - Internal use

40. NRF – Jan 2020
www.colorandco.com

41. FROM PERSONALIZED TO PERSONAL
How the human factor enhances the digital experience
www.colorandco.com

42. We provide personalized haircolor suitable for every hair goal
addressing each individual’s hair type and history.
No more undesired nor unpredictable color result
WHAT IS COLOR&CO PERSONALIZED HAIRCOLOR ?

43. Show end result
Our uniqueness

44. .
TheColor&Co Collective
Video Consultation
InfiniteColors
Professional grade formulas, personalized service and results

45. 2. COLORISTS
Colorists are independent and make extra money on their
spare time.
They are proud of sharing expertise with people who
wouldn’t have gone to a salon
They embrace a digital community
1. CONSUMERS
Find it personable, feel listened to and part of the process.
They select the colorist according to their needs.
They get more accurate color resulting in higher satisfaction
3. COLOR & CO
Higher Conversion rate
Higher Customer life time value
Business Model

46. Results:
Consultation conversion rate = 25Xquiz conversion rate

47. Why can’t I get the gray to
cover?
Whattheysay
I’ve tried multiple products
and I never get the results
that I want. I always end up
brassy. Why?
I went to a salon and they
told me they need to bleach
my hair. Is this right?
I am using your color now,
but want the shade to be
slightly different. Can you
help me with that?
Application Expectation Confirmation Gratification
Whatweprovide
Custom Tips Realistic Outcomes Reassurance Superior Service
The Human factor eliminates the fear that comes with at-home hair color

48. What stylists say
Love the emotional connection that they have with the customer

49. APPENDIX
www.colorandco.com