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Sunny Kumar

Head of Experience Design, Tribal Worldwide London
Sunny is the leading force behind Tribal’s experience design process. He has led customer experience strategies to help deliver user recommendations, site executions and brand refreshes for clients such as Shell, Carphone Warehouse, Best Buy, Volkswagen and Sainsbury’s and Waitrose supermarkets. Leading all of the customer experience and user experience work at Tribal, he works with a team of UX architects, researchers and designers to help refine our clients’ customer journeys and to help them better connect with their end consumer – driving profitable growth. This work has also involved helping to build an internal understanding of user experience methodologies and overseeing service design initiatives. Sunny is also a sought after subject matter expert – having spoken at Adobe conferences, UX talks and works as an active mentor with Pitch it London. Visit:
  • Posted on: 09/19/2018

    Tuft & Needle and Native knew their first products fell short

    One thing is clear, don’t be an early adopter or expect your shiny new product not to be all that shiny!
  • Posted on: 09/19/2018

    People don’t like being lumped into marketing segments

    Segmenting customers is flawed. For the reasons outlined in this article and because the notion of a target audience only serves to limit who you talk to. Working with more universal truths such as consumer needs and moments that matter is a better way for brands and marketers to take a user-centric approach to understanding their customers and what they may be interested in.
  • Posted on: 09/18/2018

    Macy’s expands in-store pop-up concept with Facebook’s help

    The face of retail is changing at an accelerated rate, having multiple test-and-learn activities in play makes total sense and it seems that Macy’s is doing well in learning from the concepts that are working and then actively scaling those that gain traction or increasing spend to other locations. They have realized that being innovative with the physical space they have as well ask as the technology they use will be key in ensuring that they don’t turn into a retail wasteland. Though, with the The Market @ Macy’s they will need to ensure customers get the same level of Macy’s experience they expect and be careful about who they affiliate themselves with.
  • Posted on: 09/17/2018

    Walmart expands test of giant automated grocery kiosk

    In the U.K. we have had a similar set up, albeit without the giant kiosk. Some supermarkets offer click and collect options that allow customers to order online and then pick up from the car park without entering the store. Goods are usually handed over from a standard supermarket delivery vehicle. This however has not become a universal offering. U.K. shopping habits have gone through a major shift in the past five years, moving from the big weekly shop to more regular small shopping visits. If the giant kiosk concept could be smaller -- able to fit inside a convince shop -- then perhaps that could work well in the U.K., as well as convince shoppers in the U.S.
  • Posted on: 08/21/2018

    Do CPGs need their own voice for Alexa?

    The sound of a brand will become increasingly important though, as this article states, the current slew of assistants will need to become much better at integrating any form of advertising for it to have the desired impact. One thing is for sure, if they are simply placed or auto-replaced into existing assistant conversations then the resulting mash up of voices and sounds will more likely serve to annoy than to increase brand affinity. Once brands find a voice, knowing how to use it will be key.
  • Posted on: 07/26/2018

    Study: Online retailers losing billions in sales to out-of-stocks

    Having gotten to the point of deciding to buy and then finding out what you want is out of stock makes for a frustrating experience. Some brands are using tricks online such as "Email me when a product is back in stock" but how well this works is unclear. Having a handle on inventory and supply chain could help the online experience by providing a level of context of when something may be back in stock. Though I suspect out-of-stocks mostly appear when the sales are on and stock is being cleared, thus wont be returning. In which case being visibly proactive in suggesting relevant substitutes could help those who do look for substitutes, as George mentioned in the article.
  • Posted on: 07/25/2018

    Lessons from Comic-Con – the world’s biggest pop-up store

    I think brands can learn a great deal from events such as Comic-Con. The rise of such events is driven by the shift in experience becoming the new product. This is the very thing that is transforming many business sectors. When considering the holistic customer journey, we know the actual point of purchase now, more often than not, involves numerous different touch points; many brand-owned and many more out of their control. Each of these touch points is important and creating great experiences that matter around them is now the thing that helps drive awareness, purchase and advocacy.
  • Posted on: 07/24/2018

    Kellogg urges retailers to cater to ‘brick & order’ shoppers

    Brick and order has been around as click and collect in the U.K. for a number of years now and there have been a number of enhancements to this by brands to make the service better. Some that stand out are dedicated click and collect areas in a store's parking lot, allowing customers to drive in, collect and go without going into the store. Retailers joining up with their partner stores and thus providing a greater choice of pick up locations. And now stores providing a "pick up within the hour" service. All of these are a great addition to the basic brick and order service, the reason they work is because they enhance the basic customer needs, convenience, speed and choice.
  • Posted on: 07/23/2018

    Retailers use brand ads to help pay for free delivery

    This sounds like a great way to get a brand's message in front of consumers. Though how effective this type of advertising will be may be dependent on how relevant the advertising is. If it is not relevant, it will simply become wallpaper and be ignored. Personalizing/targeting sounds like the obvious answer. Connecting the advertisement to what the consumer has actually bought could help effectiveness.
  • Posted on: 06/07/2018

    Neiman Marcus results show the latest sign of department store life

    "Experience" has become the go-to panacea for how brands that are being affected by disruptive, economic and shifting consumer shopping behaviors can fix their businesses. And yes, providing a more interesting and pleasing experience will help, but this needs to be much more than a superficial shift. Even today in the UK a depart store, House of Fraser, has announced they are closing more than half of their nationwide stores; lack of investment over time coming home to roost. Department stores must again live to what they truly stand for, even if this needs to be re-considered and then change at a DNA level of how they do business, including why. Then they must invest in this belief and ensure what they do is actually innovative and gives consumers a real, repeatable reason to shop with them.
  • Posted on: 05/22/2018

    Amazon bans chronic returners

    I guess it’s tough out there, even for Amazon. That said, the returns policy is a big deal for customers and the vast majority will need to feel they can buy without being penalized. So long as the vast majority of users know they won’t be blackballed this should not be all that bad for Amazon. Perhaps some transparency before users are cut off would help customer concerns -- there's no need to be all-or-nothing with these things.
  • Posted on: 05/14/2018

    7-Eleven Launches first augmented reality in-store experience

    This is a very campaign-based execution of AR and for those hardened Deadpool fans I’m sure this will be interesting enough to give 7-Eleven an uplift. The wider application of AR in retail stores certainly has bigger potential. Tied to loyalty, it brings the ideas of personal pricing and automation a step closer.
  • Posted on: 04/25/2018

    Why brands need to use Amazon to acquire customers

    From my experience it’s not that brands are in denial of the importance of Amazon, but many still believe they should and can compete in their own right -- this is not necessarily the right approach. The customer journey described in the article feels pretty realistic, and brands need to be more open to this fact. Follow the old maxim; fish where the fish are swimming and you’re more likely to make a catch!
  • Posted on: 04/17/2018

    Has Google found a formula for undercutting Amazon’s product search advantage?

    It’s good to see Google trying to disrupt the hold Amazon has on shopping, and no doubt these new features will help them gain further data on how shopper behavior works. But they will only really start to become a true challenge when they begin to develop a new paradigm that is a step change from the Amazon ecosystem. Emulating the latter only shows they are playing catch up.
  • Posted on: 04/06/2018

    Will micro-designers disrupt fast-fashion giants?

    The fast fashion giants are quick to catch onto a trend and commodotize it. As long as they keep agility as a core principle it's hard to see how micro-designers can really affect them.
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