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.

  • Posted on: 11/07/2017

    Amazon scales back Fresh deliveries

    This could simply be evidence of the way Amazon operates. Test and learn only works if you take action based on what you learn, and perhaps they are cutting their loses. If this is the case then no doubt they will be thinking of new, more cost effective ways to service these communities. As well as the pick up locations mentioned, they have been experimenting with deliver-to-trunk (of your car) and new doorbell home entry systems -- though this won't work for perishable goods.
  • Posted on: 10/12/2017

    Amazon gives teens their own Prime logins

    Good move by Amazon. It will be interesting to see how they integrate this with Alexa. "Talk to buy" is more intuitive behavior for younger consumers and could lead to a higher proportion of this type of shopping.
  • Posted on: 10/06/2017

    Google’s real-time translation tech could be huge

    The future is here. If this actually works and the experience is not broken by latency or in the translating of linguistic nuances then this could have huge implications for retail. Particularly those areas/cities where there is a concentration of tourists and people on holiday. The implications for global trading is also immense -- now if Google could build us a teleporter!
  • Posted on: 09/22/2017

    Hilton Honors members go shopping with points on Amazon

    Points-based loyalty schemes are increasingly running out of steam. Consumers are much more aware of the time it takes to be eligible to redeem points for anything of value. This is why businesses will increasingly need to set up deals like this, to breath life back into a dated model.
  • Posted on: 09/21/2017

    Are retailers getting comfy with click & collect?

    When introducing click and collect, one obvious challenge is to ensure you communicate the right message. Is it "pay online and collect in-store" or "reserve online and pay in-store?" This is nothing that a well designed checkout journey can’t handle but it is an important business consideration.A less obvious challenge might be the returns policy. This may be more obvious for the consumer. If they want to return something, they’ll take it back to the store they picked it up from. The business needs to be ready for this type of user journey.
  • Posted on: 08/17/2017

    Should drones be used for data collection in addition to deliveries?

    As with other personal data and privacy debates, I suspect this will come down to the value exchange. The value of what Amazon can offer customers in exchange for gathering the data in the first place. There are many community level services they could deliver, from live neighborhood watch to recommending other relevant products and services. If these are positioned in the right way this could be yet another revenue stream we can't do without.
  • Posted on: 08/04/2017

    Will Amazon’s new return policy help or hurt its marketplace sellers?

    If third-party vendors truly believe in the quality and value of their products then why should they have a problem with this? I understand that returns are a big issue and there will always be those who will play the system, but I would imagine providing a place to buy where the returns policy is simple and consistent can only lead to increased reassurance, trust and sales. For reputable vendors this can only be a win-win.
  • Posted on: 07/26/2017

    Can in-store experiences save retail?

    Using data to provide a more personalized experience, even personalized pricing, for customers in-store on the face of it makes sense. Especially if the more enhanced experiences are delivered to the more loyal and valued customers. However this would require a significant shift in terms of what retailers look to as there core KPIs. Things like market share and growth may become difficult to measure and obtain in a world where new customers only get the basic experience.
  • Posted on: 07/24/2017

    Why is Amazon paying full-price for third-party inventory?

    Amazon has always been about the long tail. Increasing that tail means they keep the juggernaut well-oiled even if they only make a margin on delivery. Expanding their reach and adding robustness (alternative sellers) to the supply of the tail should only help.
  • Posted on: 06/28/2017

    Will Target’s answer to Prime Pantry help it outdo Amazon?

    We have seen many UK supermarkets launch initiatives just like this in the face of Amazon increasing pressure on the last mile and grocery delivery. In fact Tesco, the biggest supermarket in the UK, launched a very similar promotion earlier this week called Tesco Now.In my opinion this is about playing keep-up and not so much about stealing market share or gaining Prime customers. Many of those customers are too embedded in the Amazon ecosystem with Prime delivery, TV and Alexa. With playing keep-up, it’s about retention and not losing those customers who are still not Prime converts.
  • Posted on: 06/27/2017

    How will 3-D printing take hold at retail?

    The important point in the phrase, "shoppers are looking forward to purchasing products created through 3-D printing" is the word "purchase." I believe that until 3-D printing is as easy as buying something it will remain a bit of a novelty.Consumers want custom and bespoke products but probably don’t want to develop a CAD file of a design, set up the printer and watch it being printed. The wider customer journey needs to be considered. That said, the potential to get this right seems very plausible.
  • Posted on: 06/27/2017

    What happens when you put a c-store on wheels?

    This seems to be a very exciting concept. On the face of it, it attempts to address a gap that current online-only retail experiences do not fully fill; that of browsing ability and impulse purchases, which are difficult to get across through traditional online/app channels.How this concept works in reality is another question. In addition to the concerns raised in the article about theft there is also the issue of congestion, particularly in urban areas. Perhaps when you request a Moby Mart you will have to build in some waiting time.
  • Posted on: 05/30/2017

    Will Google change the game by linking clicks to in-store purchases?

    Having the ability to track the ROPO (research online purchase offline) journey sounds like science fiction. Which is why this, on the face of it, has the potential to change what we know about customer behavior and what it actually means -- forever. But to be really effective it will need to be super accurate. Without seeing the details it’s unclear how effective this will be and hard to determine the level of impact it may have. Though now that Google has started on the journey there's no doubt the accuracy will just get better and better.
  • Posted on: 05/24/2017

    Will Amazon’s use of data transform how retailers operate stores?

    This is a another great example by Amazon of blended retail -- using what they know from one channel to enhance another.I think Amazon will be successful in integrating the mechanics of its online selling with physical selling, especially if they use that other trait; test and learn. No doubt they will closely observe what’s working and what is not and adjust accordingly, rapidly. After all, they have been pretty successful with that approach already!
  • Posted on: 05/22/2017

    How should self-checkout be incentivized?

    In the U.K., superstores have used a number of different methods to enable self-service. From hand-held scanners to self-serve checkouts like the ones being discussed to click-and-collect (buy online, collect in store).The ones we see more and more of are the self-serve checkouts. I’m guessing the supermarkets have a better ROI with this than the other methods. Clearly someone with a £120 shopping bill using a self-scanning machine qualifies as both a poor experience and poor customer service -- for the person doing the shopping and for the growing queue of people waiting. Hence the context needs to be considered. What are the qualifiers for using the self scan machine? I suspect Asda are playing with this formula to further increase efficiencies.As to the process of checkout itself, why do the self-checkouts always seem to always stops working? More time and effort should be spent in making the process of checking out more intuitive and easier for customers. The interfaces seem to be getting better but they could be a lot better still.To encourage customers to use self-service checkouts increased loyalty incentives should be considered as well as more innovative features such as special discounted lanes, simpler packing processes and, as many have said, better and more visible assistants. Though I’m sure we will soon begin to see integration with voice recognition and AI to enable customers to also self-assist.Finally, if we are going to have to use these new ways of paying for our shopping they should be more convenient. I’m thinking of Amazon Go. Being that experimental is really how you redefine convenience and self-service.

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