CONFERENCE REPORT PATH TO SELF DISRUPTION
New disruptions in home improvement Trendwatcher and futurist Richard van Hooijdonk from the Netherlands gave a riveting presentation that touched on disruptions to the DIY and garden market, as well as how to transform your business for the digital age. He began by telling delegates how he has been RFID injected and has a chip in his arm that means his front door opens for him when he approaches and his car starts automatically for him. He added that he plans to have a payment chip installed in his left hand soon so that he can pay for things with just a swipe of the hand. Mr van Hooijdonk sees the future with self-driving cars and bikes – particularly with operations like Amazon Fresh creating extra traffic. He also predicts the creation of smart health where we will all have chips in our bodies that can predict a heart attack or other condition. “Our house will be measuring our heart beat and our health,” he explained. “We will be able to connect our bodies to things.” To any disbelievers in the audience, he added: “We all said no to smart phones and we have them, we say no to robots but they will come. You say no to brain technology but I think, by 2035 we will have it. Our children will have them. We don’t want autism or ADHD, we don’t want crazy people, so brain technology will come. Neuroscientists already have the technology. Just think, you could tell that someone is going to do something wrong and kill them before they decide to do it.”
“Your company should be in disruption every day. You need pilots and new testings”
Mr van Hooijdonk believes we will have new business models around home security, health, and so on. He also discussed the use of virtual reality. “It’s a wonderful tool to teach your customers and your people. You can learn to paint and all sorts. It is the future of shopping.” He told delegates that they need to re-think their strategy in order to meet these changes and make positive disruptions. “A lot of technologies are coming and disrupting the way we live and work. We are programmed to do the same thing over and over again. We need to disrupt that. Change is the only constant factor and we need to build our companies on that disruption.”
A big part of moving businesses forward and keeping their ideas and strategies fresh is the people working within them. “We need new people with new skills. We need 21st century skills: passion, curiosity, imagination and idea loading. We need futurists, we need to look ahead. “We cannot wait six months for a new idea – we cannot wait six weeks! I need a new idea every six days. Idea loading is a skill we need to teach. “Your company should be in disruption every day. You need pilots and new testings. You need to create future scenarios. “We need to adapt and this takes time, money and eco systems of young people to help us to do that. You need to look to what I call the Omega generation of 15-20 year olds.” Mr van Hooijdonk is a firm believer in what he calls reverse mentoring, which draws on the knowledge of younger employees. “Every head of a company should have a person of 25 by their side helping them to steer the company. Then you have that combination of experience and a young person who knows the world of today. It’s crucial to have these young people aboard.”
Disrupting DIY
Consumer and shopper behaviouralist Ken Hughes talked about the changing expectations and lifestyle of customers and how the home improvement industry needs to shift its focus from just talking about the products. “Consumers now want to do things and they want to share it online,” he said. “Experiential equity has replaced brand equity. It’s about shareable moments now. Consumers want the experience and retail has to do this to catch up.”
“DIY is so focused on the product… when you engage people emotionally, you always win.”
He referenced Swedish home retailer Ikea, explaining that the firm is selling a lifestyle. “it’’s whythe showrooms are so beautiful,” he said, adding: “We need to stop selling product and start selling the experience, the solution. DIY is so focused on the product. “Retailers, when you don’t do that anymore, you add value. When you engage people emotionally, you always win.” These changes are happening quickly and he warned delegates that their ability to adapt quickly is vital. “Your reaction speed to what’s coming is everything and it will determine the success of your business. It’s like being a racing driver; if everything seems like it is under control, you’re probably not going fast enough.”
See the September 29 issue for our report on the great business opportunities in the garden sector and what impact Brexit will have on the home improvement market
www.diyweek.net 25 AUGUST 2017 DIY WEEK 15
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