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: 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.
  • Posted on: 05/19/2017

    Will Apple get customers to go back to school?

    Apple has been toying with this idea for some time now, with the notion of the Genius Bars when it first opened its stores. It's a clever and needed idea for the simple fact that with the raft of new technologies here and on the way, Joe Public needs a way to keep up abreast of what he can do with them. And as the majority here have said, it only leads to stronger customer service and brand equity.
  • Posted on: 05/02/2017

    Will consumers finally pay for service?

    With all the new ways to interact with a brand and their services, consumer expectations have naturally shifted. In fact I’ve described this as expectation transfer, where a consumer's point of reference is the last, best experience they had. With this in mind perhaps brands should be doing more to understand their customers at a personal level and not simply use a one-size-fits-all approach to customer service. They should know who is willing to pay for a "better" experience and who has a lower expectation threshold.
  • Posted on: 03/30/2017

    Could an Amazon augmented reality store shake up appliance and furniture shopping?

    Whether Amazon succeeds in an entirely AR-driven showroom or store will largely depend on how well this type of buying experience is integrated into its existing channels, at least to begin with. How consumers navigate and engage AR though the mobile website or Amazon app seem to be the most logical places to start. So having insight as to how shoppers shop for furniture and other categories and identifying the right points in the journey for this type of interaction will be crucial in its uptake.
  • Posted on: 03/22/2017

    What happens now that Alexa is on the iPhone?

    It makes sense that Amazon would integrate Alexa into its app offering. After all, in addition to the functions described, it allows Amazon to maintain the all-important view of customers who have already bought into Alexa. What difference this makes regarding how we use Siri will largely depend on how much we have bought into the Amazon/Apple ecosystems.From a consumer point of view, it would be great if these systems talked to each other, making a Siri/Alexa pact to help customers regardless of who they are talking to. An unlikely scenario, I suspect.
  • Posted on: 03/20/2017

    Will Google/Levi’s smart jacket finally make wearables fashionable?

    I love that both Google and Levis are innovating and trying new ideas. It’s only by pushing the boundaries we actually invent the future. The one worry I have, however, is the way this particular innovation is being marketed.From my own experience of cycling in London, for which you need full concentration and a Jedi-like sense of what is happening around you, do we really want riders distracted by vibrating/speaking jackets? I wonder if the innovation has overshadowed the practical usability in this case.

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