PSFK Retail Report - jun/2010

Consulting

FUTURE OFRETAIL

PSFK presents

a report

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FUTURE OF RETAILConsulting

PSFK presents

FUTURE OF RETAIL

InTROdUcTIOnThe Time has come To re-imagine The fuTure of shopping.

Let’s think less about real estate, staff, footfall and online stores and start thinking about the entire world as a store; one in which we can easily make instant purchases regardless of time and place. Driven by technology, the web, community and the search for ever-richer experiences, the world of shopping is undergoing a sweeping transformation. this report seeks to understand the forces of change and provide a framework in which we can envision this new future.

Beyond an evolving the decentralized shopping experience, retailers must begin to contemplate the impact of digital media and the effects it is having on purchase decisions. Connected devices, whether a mobile phone or a web-enabled in-store kiosk, are making what was once a solitary trip to the store a socially connected event. as shoppers go through the process of discovering new products, testing them, and reflecting on their purchases, they are sharing these thoughts with their social networks and influencing perception amongst their peer group. retailers must embrace and facilitate this sharing of information,

and retail outlets need to evolve to create experiences that drive sales both in-store and within online social networks.

Meanwhile, the traditional physical store remains as important as ever, providing the environment in which a retailer can provide an unparalleled experience. through the dynamic use of space, the most successful store owners are pushing the boundaries of storytelling, product testing and education - aspects of evolved services that lead to loyalty and repeat sales.

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FUTURE OF RETAIL

InTROdUcTIOn

GOALS• Identify the key trends driving change

in retailing• Inspire creative business to react with

engaging retail solutions

PSFK PROcESSpSFK conducted a research cycle during which they searched for signs of change and spoke to opinion leaders about shifts in the marketplace. our researchers gathered several hundred pieces of data that provided both literal and lateral inspiration supporting trends impacting the retail experience.

at the end of the research period, pSFK’s team conducted pattern recognition to identify trends, the strongest of which are featured in this document.

ABOUT PSFKpSFK is the go-to source for new ideas and inspiration. the New York City based trends and innovation company publishes a daily news site, provides research and business consultancy, manages a network of experts and hosts idea-generating events. pSFK aims to inspire readers, clients and guests to make things better—whether that’s better products, better services, better lives or a better world.

www.psfk.com

cOnTAcT FOR mORE InFORmATIOn Jeff [email protected]

For copies of this report visit:www.psfk.com/future-of-retail

In the next 80 pages, pSFK will provide an analysis of the Future of retail. We will explore this future from the perspective of brands, shoppers, retailers, and communities, highlighting how technology and our senses play a role in the retail experience both in and out of the store. the trends identified within this document and the examples used to bring them to life are inspired by innovation from around the globe.

this report marks the first of several upcoming ‘Future of’ reports, in which pSFK will contemplate emerging trends as they pertain to culture, business and society. By identifying change, we hope to provide a framework within which readers can contemplate how present and future innovation might affect their businesses, their suppliers and their customers.

how will we shop Tomorrow? where will we buy and whaT service will we expecT To receive?

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FUTURE OF RETAIL

KEy LEARnInGS

Increased access to the mobile web is freeing the retail experience from the confines of the physical and traditional online environment,

allowing shopping to take place virtually anywhere.

Creating a flexible in-store environment through design, product offerings and promotions, ensures that each visit will feel

like a brand new experience.

Leveraging collaborations based on aspects such as locale or cultural touchstones, maintains a brand’s relevancy in the eyes of the customer.

Whether physically or through connected technologies, shopping is still best experienced socially.

In a connected world where access to information is fluid and transparency is the expectation, brands must actively take part in the

conversation, otherwise their customers will do so without them.

The introduction of connected technologies into retail environments is changing the ways that stores are able to provide customer service.

Introducing likeminded products and services into standalone retail environments shows customers that a brand

is confident in their core offering and looking to further enhance the in-store experience.

Physical stores still provide the best means to communicate with customers and offer a brand experience.

In the new customer-centric approach to retail, stores need to continually find ways to lower barriers to purchase and be prepared to

make a sale whenever and wherever a customer is ready.

Empower customers by providing them with all of the tools needed to make an informed purchase decision.

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FUTURE OF RETAIL

mAjOR TREndS

1. World As retAil experienCe

2. pre-vieW shopping

3. tAblet enAbled serviCe

4. selling the ideAl

5. every store As FlAgship

6. ComplementAry CurAtion

7. revolving deCors

8. tAking the store to the Customer

9. instAnt shoW & tell

10. group Clout

WORLd AS RETAIL ExPERIEncEBuy anything, anytime, anywhere

photos by Catalina Kulczar-Marin ©2010

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entire World As displAy

App trAnsForms iphone into Credit CArd mAChine

WORLd AS RETAIL ExPERIEncE

summAry Mobile payment systems and product identification technologies are enabling users to interact with and purchase virtually any product they come across in the world, regardless of whether or not it is found in a traditional retail environment. the ability of an individual to buy almost anything they see, shortens the path to purchase by transforming any encounter into an opportunity to make a sale.

impliCAtions• Now that the potential for a sale exists

anywhere, retailers and brands will need to be smarter about crafting products and services that can serve as standalone experiences

• as more shoppers can access background information on their mobile devices. Brands will have to take the lead in how they tell the story about their product and service

• retailers will need to find ways to lower the barriers to completing transactions, ensuring the process is easy and secure

• retailers can augment their in-store experience by allowing shoppers to access tailored content on their mobile devices such as product information and limited-time promotions when visiting physical locations

“ Everywhere will be a store, everything will be available to buy and everyone will be involved in the sale. With the technology available to us, I can snap a picture on my camera phone of a friend’s shoes and get them shipped for arrival when I wake up the next day.”

– piers Fawkes, president, pSFK

immediAte produCt reseArCh, sAmpling And buying

store-Free shopping viA text

mobile Coupons oFFer opportunity For retAilers to reWArd shoppers

in-App purChAsing For Augmented reAlity Content

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ImmEdIATE PROdUcT RESEARch, SAmPLInG And BUyInGMobile applications like Stripey Lines, ShopSavvy and amazon use barcode-scanning or image recognition to enable users to quickly access information to research products, check pricing and availability and make purchases. through these applications users are able to do things like scan the barcode of a music album, access it through itunes and listen to a sample instantly.

WWW.StrIPEylInES.COM

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APP TRAnSFORmS iPhOnE And iPAd InTO cREdIT cARd mAchInESquare is a new mobile payment system for the iphone and ipad that enables people to check out from anywhere. a small, plastic card reader fits into the headphone jack, transferring the credit card’s swipe data to the app or details can be entered manually without the need to swipe. after an employee enters the amount to charge, the customer confirms by simply entering their signature with their finger and then the receipt is sent to the customer’s email address.

WWW.SquarEuP.COM

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STORE-FREE ShOPPInG VIA TExTSubports is a retail shopping platform through which customers use text messages to purchase items. Merchants tag their products and distribute a designated short code, such that users who have their payment information tied to a Subports account can text the code in to instantly purchase merchandise.

WWW.SuBPOrtS.COM

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EnTIRE WORLd AS dISPLAyInnovation group Frog Design has envisioned a concept scenario called thingBook, in which a future where every object is connected to the internet plays a critical role in how we might eventually shop for products. With every visible thing connected as a data point, users will be able to instantly research information about items such as clothes they see others wearing in the streets using image recognition systems on their mobile devices and pay for them through mobile systems. this access will enable people to shop and buy from anywhere.

WWW.FrOgdESIgn.COM

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In-APP PURchASInG FOR AUGmEnTEd REALITy cOnTEnTaugmented reality technology enables digital information to appear on top of the physical world when viewed through the camera of a mobile device, creating a hybrid browsing experience anywhere. Layar is one such mobile app that recently added the ability to purchase exclusive information and content directly within the app. Content partners can now provide special paid content and information-rich layers that help users better navigate new locations, potentially opening the door for a future where users can preview and buy any product they see.

WWW.layar.COM

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mOBILE cOUPOnS OFFER OPPORTUnITy FOR RETAILERS TO REWARd ShOPPERSDeal sites such as Coupon Sherpa and Cellfire already enable consumers to search for discounts from brands and access them on their mobile phones to be presented at checkout. In addition, as location-based social networks like Foursquare and Gowalla become more prominent, retailers will have the ability to target shoppers with promotions as they check in to store locations, providing limited time incentives to make purchases during their visits.

WWW.COuPOnShErPa.COMWWW.CEllFIrE.COMWWW.FOurSquarE.COMWWW.gOWalla.COM

PRE-VIEWShOPPInGVisualize your trip before you go


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App oFFers turn-by-turn direCtions indoors

WebCAms shoW WhiCh loCAtions Are CroWded

PRE-VIEWShOPPInG

summAry Smarter mobile devices and improved GpS technologies are providing shoppers with details about the retail environment, often before they ever visit the store. this information can take the form of interior views or turn-by-turn directions to help customers better navigate the aisles and locate products easier. In addition to providing increased convenience and efficiency, this technology also allows for real-time information about foot-traffic at retail locations and stands to affect consumer habits such as what time of day they visit a store.

impliCAtions• provide customers with real-time

information about in-store wait times

• present customers with information that enables a better shopping experience, opening the door for repeat business

• Consider the possibility of linking information such as stock with recommendations and discounts

• provide customers with relevant information that they can react to including inventory, wait times, shopping lists, in-store maps, and reviews

insider ACCess

giFt reCommendAtions guided by loCAtion

groCery AppliCAtion mAkes shopping more eFFiCient

visit the store beFore your trip

“ Some people want to do research from their home and others want to do research in the retail environment. Brands need to be prepared to accommodate both, especially as different products categories require different approaches.”

– Laura Cashill, Senior Manager, Guest Insights, target

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PRE-VIEWShOPPInG

InSIdER AccESSBy overlaying event and venue-specific map data onto Google Maps technology, developers are able to build mobile applications with maps of indoor space. Services like point Inside are able to take these foundations and provide merchants with the ability to communicate with shoppers as they move physically along an indoor map.

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PRE-VIEWShOPPInG

APP OFFERS TURn-By-TURn dIREcTIOnS IndOORSFast Mall is a mobile app that provides turn-by-turn directions inside locations such as shopping malls without the need for GpS. Users can sync the app with their social media profiles, add reviews of stores and restaurants, create shopping lists, set reminders for where they parked and shake their phone for the location of the nearest bathrooms.

WWW.FaStMall.COM

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PRE-VIEWShOPPInG

GROcERy APPLIcATIOn mAKES ShOPPInG mORE EFFIcIEnTGrocery IQ is an iphone application that gives users a simple method for tracking and organizing the groceries they buy. Upon first use, items from a shoppers’s list are automatically sorted to match the rows of the store they shop. over time the application learns the user’s purchase habits and default items to arrange shopping lists even more efficiently.

WWW.grOCEryIq.COM

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PRE-VIEWShOPPInG

VISIT ThE STORE BEFORE yOUR TRIPGoogle has launched an initiative that provides shoppers with an inside view of a location’s setting, facilities, ambiance, merchandise, layout, and decor when searching for the right business. Google photographers organize visits with retail business owners, building an interactive tool for customers at the location’s Google places page.

WWW.gOOglE.COM/PlaCES

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PRE-VIEWShOPPInG

GIFT REcOmmEndATIOnS GUIdEd By LOcATIOnNearbyNow provides gift recommendations for multiple stores within a mall. the application aggregates top gift guides into one location, allowing shoppers to narrow down gifts by descriptions of the recipient and pointing shoppers to nearby retailers that may carry them.

WWW.nEarBynOW.COM

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PRE-VIEWShOPPInG

WEBcAmS ShOW WhIch LOcATIOnS ARE cROWdEdIn an effort to lessen waiting times and prevent overcrowding at Singapore’s health clinics, the country’s Ministry of Health has developed Queue Watch, an online service that provides a real-time picture of what’s happening at each location. an interactive map reveals not just the number of patients waiting for registration and consultation, but live webcam images show the waiting areas for registration, consultation and pharmacy payment.

WWW.hE.ECItIzEn.gOV.Sg

TABLET EnABLEdSERVIcESmart devices enable superior customer service


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TABLET EnABLEd SERVIcE

summAry the introduction of internet-enabled mobile devices like the iphone and the ipad into store environments is allowing retailers to deliver a higher level of service to their customers. the in-store experience can now provide real-time access to information on the web alongside one-on-one assistance from sales staff to create a personalized shopping experience that helps ensure repeat business.

impliCAtions• Leverage technology within the retail

environment to provide customized experiences for shoppers based on their particular needs

• By using handheld devices, sales staff are freed from desk positions to interact with customers and help with transactions

• provide staff with the tools to easily access information within stores, instilling greater confidence in their ability to provide superior customer service

• offer customers an experience that feels both personal and exclusive by giving staff an easy way to access a their previous shopping data - purchases, preferences etc

• Consider being more transparent by letting customers watch transactions on screen such as inventory searches and checkout. this brings customers into the process and encourages patience and participation

hotels equip Front desk stAFF With ipAds

Floor stAFF equipped With hAndheld deviCes

ipod touCh provides personAlized shopping experienCe

JApAnese hotels lends pre-loAded iphones to guests

CAr deAler to use ipAds on the shoWroom Floor

interACtive nightliFe spACe ConneCts pAtrons And stAFF

“ retailers need to empower their staff by providing them with real-time information and putting it at their fingertips. In the right hands, tablets have the power to make a retail visit a highly personal experience for the shopper.”


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TABLETEnABLEdSERVIcE

hOTELS EqUIP FROnT dESK STAFF WITh IPAdSIn an effort to offer better service to its guests, Intercontinental Hotels & resorts have announced plans to equip its concierge teams with ipads, enabling them to provide local recommendations, interactive content and turn-by-turn directions and complete transactions such as tour bookings and restaurant reservations all from one handheld device.

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IPOd TOUch PROVIdES PERSOnALIzEd ShOPPInG ExPERIEncEWhen shoppers visit appliance manufacturer Miele’s latest store in Vianen in the Netherlands they are asked to register basic information and in return are given an ipod touch that leads them on a tailored guide for the store. the device also reacts with the information displays and store elements to create an interactive browsing tour.

dE lIMIEt 2, 4131 nr VIanEn, nEthErlandS

WWW.MIElE.COM

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InTERAcTIVE nIGhTLIFE SPAcE cOnnEcTS PATROnS And STAFFUpon entering the MiBar Martini bar in South africa, patrons log in to a special network that is accessed through touchscreen interfaces throughout the interior, allowing them to interact with other patrons and bar staff. Customers use these Mitables to access the menu and order specialty drinks.

160 Jan SMutS aVE rOSEnBanK, JOhannESBurg, SOuth aFrICa

WWW.MI-WOrld.CO.za

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FLOOR STAFF EqUIPPEd WITh hAndhELd dEVIcESHome Depot has announced a plan to distribute 10,000 portable devices to its store associates during 2010. the handhelds will assist staff with stocking shelves, locating inventory, communicating both in-store and with other locations and checking out customers throughout the store. In testing the devices, Home Depot found that its stores ran more efficiently and provided a better overall level of service.

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jAPAnESE hOTELS LEndS PRE-LOAdEd IPhOnES TO GUESTSDuring the flower viewing season in Kyoto, the Hyatt regency Hotel handed out iphones to its guest to help them better navigate the city and take in the sights. the phones came with pre-installed apps, focusing on the special events taking place, including an events calendar, cultural background, tourist information and GpS navigation to get around.

644-2 SanJuSangEndO-MaWarI, hIgaShIyaMa-Ku

KyOtO, JaPan 605-0941

WWW.hyatt.COM

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cAR dEALER TO USE IPAdS On ThE ShOWROOm FLOORIn an effort to provide better customer service on the showroom floor, Mercedes-Benz Financial will distribute ipads to 40 selected dealers throughout the United States to test the handheld device as a business tool. the company points to the numerous benefits - the tablets will provide salespeople with instant access to marketing programs for specific vehicle models, quicker turn around time on the credit application process, and increased speed and efficiency on the return of lease vehicles.

WWW.MBuSa.COM/MErCEdES

SELLING THE IDEALPersonal service for all


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use A personAlized shopper Without hAving to visit A store

SELLInGThE IdEAL

summAry Consumers search for products and experiences with an ideal image in their head of how these things should fit within their lives. Businesses are exploring ways to better translate this picture into reality through innovative uses of communication platforms. these are tools that allow consumers to have expectations met earlier in the process, to avoid wasting time further down the line.

impliCAtions• By creating tailored end-to-end

experiences from customer service through purchase and beyond, retailers are opening the door for repeat business

• enabling the customer to lead the conversation, ensures that they feel more comfortable during the entire purchase path

• the retailer can make a personalized offering before, during and after purchase

• the shopper can preview options before setting foot in the store

• By providing premium service tailored to individual needs, the customer is empowered to make more informed decisions about their purchases

trAvel Agents bid on Consumers’ dreAm vACAtions

hAir sAlon oFFers skype ConsultAtions

restAurAnt CreAtes Customer-FoCused experienCe With teChnology

Web-enAbled heAlthCAre provides For riCher in-oFFiCe visits

“ In some ways, digital technology allows shoppers to collaborate with the retailer. Shoppers can show the retailer what they’re looking for and enter into a dynamic discussion about finding a product or service that fits their needs.”


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SELLInG ThE IdEAL

TRAVEL AGEnTS BId On cOnSUmERS’ dREAm VAcATIOnSofferMeatrip is an online site that allows customers to imagine their ideal vacations by describing their desires in terms of location, activities, length of stay and price. a network of approved travel agents can react by offering

customized trip itineraries around the customer’s parameters.

dEV.OFFErMEatrIP.COM

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SELLInG ThE IdEAL

USE A PERSOnALIzEd ShOPPER WIThOUT hAVInG TO VISIT A STOREUnderstanding that not everyone enjoys the experience of shopping for clothing, the founders of trunk Club created a shopping service targeted at men, enabling them to try on clothing from the convenience of their own homes. each individual is assigned a style expert who mails them apparel and accessories based on their personal profile and an initial webcam consultation. Customers can then choose to buy or send back any of the selections

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SELLInG ThE IdEAL

hAIR SALOn OFFERS SKyPE cOnSULTATIOnSrealizing that their clients might appreciate speaking with a stylist prior to heading to their hairdressers, plan B Salon in Cambridge, Massachusetts, has launched a new service offering 15-minute video consultations. Before their salon visit, customers make a Skype web-video call with the stylist and can get an idea of what their options are or how receptive the stylist is to their requests.

99 MOunt auBurn StrEEt, CaMBrIdgE, Ma 02138, uSa

WWW.PlanBSalOn.COM

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SELLInG ThE IdEAL

RESTAURAnT cREATES cUSTOmER-FOcUSEd ExPERIEncE WITh TEchnOLOGy4Food is a new organic fast food restaurant which will feature a 240 square foot monitor to stream foursquare check-ins, customer tweets and info from the restaurant. at the store, the staff will take orders on ipads. Diners are encouraged to pre-order their food online before visiting, using a number of customization options to design the perfect meal. Customers can even name their personalized creations and market them, receiving $.25 in store credit

for every sale.

E. 40th StrEEt nEW yOrK, ny 10016, uSa

WWW.4FOOd.COM

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SELLInG ThE IdEAL

WEB-EnABLEd hEALThcARE PROVIdES FOR RIchER In-OFFIcE VISITSHello Health is a network of physicians focused on bringing a deep level of transparency, communication, and accessibility to those seeking professional medical help. the service is built on a social network-like platform that allows physicians and patients to continually share information relevant to their care prior to and outside of office visits.

WWWW.hEllOhEalth.COM

EVERy STORE AS FLAGShIPultimate experience at every touchpoint


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retAil spACe re-imAgined As FAmily entertAinment hub

EVERy STORE AS FLAGShIP

summAry retailers are rethinking the ways that they utilize a store’s real estate, moving away from the idea of simply making a sale and focusing instead on the cultivation of an immersive brand experience. as a result, every branch is being re-imagined as a flagship store, incorporating elements of storytelling and entertainment alongside hands-on product demos and interactive displays. these details bring a level of discovery and education to the shopping experience, making every visit feel more like an event than a transaction.

impliCAtions• Give customers a reason to visit the store

for reasons other than making a purchase

• treat customer visits as an opportunity to tell the story of the brand from the moment they walk through the front door

• enable shoppers to discover new products that they had not previously considered

• Create an environment in which customers are encouraged to try products

• treat the physical retail space as an educational environment, enhancing the pre and post-purchase experience

Furniture shoWroom promotes FAmiliArity And surprise

bike shop enCourAges A Community oF riders

supermArket design enCourAges interACtion And disCovery

retAil ChAin CreAtes immersive shopping experienCe

librAry re-imAgines displAys For better broWsing

“ We have ‘way finding’ signs in our stores that are simple, subtle signs within our retail environment that serve to tell the story of our commitment to sustainability and act as a connection to the community. they reiterate values that we share with our consumers.”

– tim pfeiffer, Senior Vice president, Store Design, Starbucks

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EVERy STOREAS FLAGShIP

RETAIL SPAcE RE-ImAGInEd AS FAmILy EnTERTAInmEnT hUBDisney is embarking on a new plan to re-imagine its retail spaces as entertainment hubs that promote interactive play as opposed to environments that merely exhibit merchandise. the goal is to get children excited about going to their stores by providing branded activities and content that encourage families to remain inside the stores longer or visit more often, with the potential to lead to increased sales down the road.

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BIKE ShOP EncOURAGES A cOmmUnITy OF RIdERSLance armstrong’s austin based bike shop is designed to be a hub for the cycling life, serving the diverse community at every level of interest from casual riding to fitness and training. Beyond selling and servicing bikes, Mellow Jonnny’s features a coffee shop, as well as showers and bike storage to encourage daily commuting, furthering their mission to get more bicycles on the streets.

400 nuECES St., auStIn, tExaS 78701, uSa

WWW. MEllOWJOhnnyS.COM

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SUPERmARKET dESIGn EncOURAGES InTERAcTIOn And dIScOVERytraditionally, supermarkets have organized their products by category, but in an effort to add discovery to the shopping experience, New england chain Stew Leonard’s has chosen to organize their stores by occasion, (an example being a barbeque or birthday party). By doing so, they are curating experiences and upselling new products that customers might not consider. the store also provides entertainment and refreshments along the way; animatronic farm animals kids can play with, flat screens showing live feeds of their own dairy cows, and generous sampling stations.

WWW.StEWlEOnardS.COM

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FURnITURE ShOWROOm PROmOTES FAmILIARITy And SURPRISESpecifically designed to house the furniture makers Home Collection, the VitraHaus is the latest showroom at the Vitra Campus in Weil am rhein, Germany. the unusual, stacked building is intended to recreate familiar living settings, while at the same time leaving open the potential for spatial surprises that suggest a labyrinth as shoppers wind their way through the connected showrooms.

CharlES EaMES-Str. 2, d-79576 WEIlaM rhEIn, gErMany

WWW.VItra.COM

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STORES SERVE AS ExTEnSIOn OF BRAndapple has crafted their retail environments to deliver a holistic brand experience. Cleanly designed interiors focus on developing a deeper connection with customers through hands-on experiences and one-to-one interactions with knowledgeable staff members. to foster and encourage a sense of community, the stores also feature a theater zone to host presentations and workshops that highlight innovation and provide inspiration.

WWW.aPPlE.COM/rEtaIl

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LIBRARy RE-ImAGInES dISPLAyS FOR BETTER BROWSInGthe main library in almere, the Netherlands, offers a unique experience for visitors by taking its inspiration from bookshops. the library is designed to function as a both an information destination and community hub. the space is organized into zones and uses an open shelving system to display books cover first, promoting easier browsing. Different seating and lighting combinations are integrated into the design to catering to customers intent on spending longer amounts of time with study or research.

101 CIty hall SquarE 1315, xC alMErE, nEthErlandS

WWW.BIBlIOthEEKalMErE.nl

cOmPLEmEnTARy cURATIOnIf you like that, try this


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big box retAiler to oFFer lAundry serviCe

cOmPLEmEnTARy cURATIOn

summAry retailers are augmenting their core offerings by bringing other relevant brands and services into their stores. these strategic alignments provide customers with one-stop convenience and curated recommendations, adding value to the shopping experience and enhancing the store’s brand loyalty.

impliCAtions• When considering a new product line

or offering, consider whether you can provide a best-in-class experience. If not, consider partnership

• Feature likeminded brands alongside your own to create a more holistic and accurate perception about your brand

• Consider introducing complementary services to enhance your customer’s experience and providing additional reasons for them to interact with the brand

Cross-merChAndising inside mensWeAr shop And beyond

hotel sells Art Alongside trAvel neCessities

CurAtion From print to retAil spACes

groCery store pArtners With reAl estAte AgenCy

hotel highlights loCAl FlAvor And style through CollAborAtion

“ Mixing your products with likeminded brands is a no-brainer. the values of each brand rub off on one another and you are helping the customer make a choice through recommendation.”


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cROSS-mERchAndISInG InSIdE mEnSWEAR ShOP And BEyOndafter testing the idea of showcasing a special selection of likeminded brands at its Liquor Store concept retail space in 2008, US fashion retailer J.Crew has extended its curated experience across other stores. Complementary lifestyle products and fashion brands are merchandised beside J.Crew products to provide the shopper greater choice and deeper storytelling.

235 WESt BrOadWay, nEW yOrK, ny 10013

WWW.JCrEW.COM

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hOTEL hIGhLIGhTS LOcAL FLAVOR And STyLE ThROUGh cOLLABORATIOnthe ace Hotels have become known for their inventive and seamless collaborations with artists, designers and companies specifically chosen to highlight the local flavor at each of their four locations. From one-of-a-kind murals in each of their guest rooms made by local artists to partnerships with merchants such as Stumptown Coffee, Havaianas, opening Ceremony and Converse to develop and sell considered products. each hotel offers a stylized but effortless design scheme that comes together to create a memorable experience.

WWW.aCEhOtEl.COM

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cURATIOn FROm PRInT TO RETAIL SPAcESWith four stores around the globe, Monocle Magazine’s shops reflects the same careful editing found in the printed edition. Driven by international affairs, business, culture and design, Monocle shops offer their customers a curated mix of products, ranging from collaborations with likeminded brands such as Malmsten, BlackBerry, Comme des Garçons, Hackett, oliver Spencer and porter to Monocle’s own creations that sit alongside issues of the magazine. In the words of the magazine, the stores are intended to be “the ideal space for gift shopping or a bit of personal indulgence.”

WWW.MOnOClE.COM

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hOTEL SELLS ART ALOnGSIdE TRAVEL nEcESSITIESthe Standard Hotel in New York City recently opened the doors of its specially curated retail space called the Shop. the store sells an edited selection of items that includes things ranging from everyday necessities and Standard branded items to small gifts and accessories from NYC and around the world. It also features a rotating selection of limited edition works by the Standard’s favorite artists.

848 WaShIngtOn St., nEW yOrK, ny 10014, uSa

WWW.StandardhOtElS.COM/nEW-yOrK-CIty

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BIG BOx RETAILER TO OFFER LAUndRy SERVIcEKmart has announced a test program they will be rolling out at one of their locations in Iowa City this June. Shoppers will now be able to do their laundry at an in-store laundromat named K-Wash. While they wait for their laundry to finish, customers can shop online. purchase orders are compiled and made available for pickup an hour after they are placed. there will also be a full-service Kmart register inside, along with drop-off service and free WiFi.

WWW.KMart.COM

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GROcERy STORE PARTnERS WITh REAL ESTATE AGEncyStop & Shop plans to incorporate real estate agency re/MaX’s retail spaces into a number of their existing supermarkets. the store-within-a-store will feature a consistent look and feel, cutting down on re/MaX’s build-out costs for franchisees, while offering one-stop-shop advantages for Shop & Stop customers.

WWW.rEMax-nEWEngland.COM

REVOLVInG dEcORSEver changing scenery to keep stores fresh


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REVOLVInG dEcORS

summAry In order to keep stores feeling fresh and relevant, retailers are building their environments with change in mind. Displays and decoration are designed to be moveable and flexible enough to be swapped out so that the retail experience can be easily adapted and updated to keep up with prevailing trends and attitudes.

impliCAtions• treat store fronts and interiors like

stage sets, providing the opportunity to continually reinvent the shopping experience

• Use store displays as a means of highlighting collaborations that enhance brand perception and allow brands to share a point of view

• Consider implementing a flexible interior to allow for the introduction of entertainment experiences into the retail environment

• retailers that don’t have a flexible retail space can consider an adjunct space in which their customers can test, trial, and be entertained

interior on Wheels

retAil Annex ChAnges oFFerings to promote CollAborAtions

trAnsForming benChes

online And oFFline shop CurAtes rotAting displAy WAlls

rotAting pop-up shop next to FlAgship store

“ In my mind, the ideal store would be designed like a stage set. It could change on a frequent basis.”

– alex Calderwood, aCe Hotel

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REVOLVInG dEcORSInTERIOR On WhEELSthe MS Café at the Muzeum Sztuki in Lodz, poland, uses mobile wooden pods to create flexibility within its retail space, while respecting the historic nature of the building. the wheeled boxes present a unique space within the

museum that creates new opportunities for social gathering after exhibitions.

WIéCKOWSKIEgO 36 90-734 Łódz, POland

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REVOLVInG dEcORSTRAnSFORmInG BEnchESNike’s perma pop-up London retail space 1948 features 12 modular, wheeled units that resemble tiered stadium bleachers. these versatile benches can be used for seating during events or arranged to create multi-level table-top displays for merchandise, enabling the store to easily update its look and feel

based on current events such as the World Cup or the olympics.

BatEMan’S rOW haCKnEy, lOndOn EC2a 3hh, unItEd KIngdOM

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REVOLVInG dEcORSROTATInG POP-UP ShOP nExT TO FLAGShIP STOREGap has installed a permanent, rotating pop-up shop next to its flagship retail store in New York to promote collaborations with designers and brands based on seasonal and cultural events. recent concepts have included a Crunch Fitness Lab to encourage healthier lifestyles, while the current campaign features eight ball gowns that were created by up and coming designers and worn by celebrities at a Metroplitan Museum of art gala.

680 FIFth aVEnuE, nEW yOrK, ny 10019, uSa

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REVOLVInG dEcORSRETAIL AnnEx chAnGES OFFERInGS TO PROmOTE cOLLABORATIOnSDesigner Jeff Staple runs two stores next door to each other in New York’s Lower east Side. reed Space, his main store, contains a mix of fashion and lifestyle products such as magazines and t-shirts. a smaller unit next door on orchard Street changes its offering frequently with collaborations between Staple and other brands, art shows and new brand launches.

151 OrChard St., nEW yOrK, ny 10002

WWW.thErEEdSPaCE.COM

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REVOLVInG dEcORSOnLInE And OFFLInE ShOP cURATES ROTATInG dISPLAy WALLS Supermarket Sarah is both a physical store and online shop run out of creator Sarah Bagner’s home that markets its collection of vintage clothing and objects in visually impressive ways. Bagner curates a rotating display of goods that serves as the landing page for her site and also functions as an interactive web catalog. Her displays have become so popular that Supermarket Sarah has been tapped to design walls for retailers and galleries such as Selfridges, Cube and YCN.

WWW.SuPErMarKEtSarah.COM

TAKInG ThE STORE TO ThE cUSTOmERComing to a location near you


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burger truCk Whets publiC’s Appetite For neW restAurAnt ChAin

burger truCk Whets publiC’s Appetite For neW restAurAnt ChAin

TAKInG ThE STORE TO ThE cUSTOmER

summAry In an effort to better connect with consumers outside of the traditional retail environment, many retailers are traveling to their customers. Whether hitting the streets or visiting people’s homes, brands are creating unique experiences by delivering products and services directly to their audience often in unexpected locations.

Using social networking and offering location relevant services allows brands to create a deeper, more intimate bond with their customers.

impliCAtions• Consider what areas of the local

community could benefit from a mobile service offering

• provide customers with a feeling of excitement and exclusivity by notifying them about new retail locations on a consistent basis

• Deliver unique experiences based on a particular location or event

• Gain deeper insights and make more relevant recommendations by engaging your customers on their turf

• Utilize a mobile retail presence as an extension of your physical space to offer a curated, relevant selection of products and services

double-deCker bus oFFers elevAted dining experienCe

CoFFee shop on tWo-Wheels

brAnd oFFers privAte CoCktAil pArties in homes

truCk outFitted With home AppliAnCes tours Countries

hAir sAlon brings serviCe to the home

“ as opposed to a general merchandise environment, a temporary retail store can provide a great canvas for a retailer to express a strong point of view about a specific product or service segment.”

– Laura Cashill, Senior Manager, Guest Insights, target

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BURGER TRUcK WhETS PUBLIc’S APPETITE FOR nEW RESTAURAnT chAInthe BLt restaurant Group has launched the Go Burger truck on the streets of Manhattan as a means of promoting the food at its soon to open chain of restaurants by the same name. the truck operates around the city seven days a week, tweeting its location to customers who are fans of haute burgers, hot dogs, fries and shakes.

WWW.gOBurgEr.COM

WWW.tWIttEr.COM/gOBurgEr

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TRUcK OUTFITTEd WITh hOmE APPLIAncES TOURS cOUnTRyHome appliance brand Haier showcases their range of products inside a traveling van decorated like the inside of a living room, offering guided tours to visitors and showing how a range of products might fit and function within their homes.

WWW.haIEr.COM

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cOFFEE ShOP On TWO-WhEELSKickstand is a mobile pop-up coffee shop in Brooklyn that travels throughout the borough to parks and community events via bicycle. the bike not only serves as a means of transportation, but also helps to provide a portion of the power used to brew the coffee.

WWW.KICKStandBrOOKlyn.COM

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hAIR SALOn BRInGS SERVIcE TO ThE hOmEHair room Service is a US business created by Michael Dueñas that brings the salon experience directly to the client, offering in-room appointments in hotel rooms, homes or offices. as an added bonus, stylists are able to provide care tips and advice for the new cuts using items found within the home.

WWW.haIrrOOMSErVICE.COM

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dOUBLE-dEcKER BUS OFFERS ELEVATEd dInInG ExPERIEncEWorld Fare is billed as the world’s first BUStaurant, a converted double-decker bus that serves cross-cultural food and drinks to the residents of Los angeles. the lower level features a full-fledged kitchen and window for ordering, while the upstairs offers open-air seating with views of the surroundings that change depending on where the bus opens up shop for the day.

WWW.WOrldFarE.COM

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LIqUOR BRAnd OFFERS PRIVATE cOcKTAIL PARTIES In hOmESIn an effort to build its presence, gin brand tanqueray is running a special promotion in Spain called the private Cocktail experience. on a microsite, visitors can sign up to host parties in their homes with the help of brand ambassadors and expert bartenders who will mix specialty cocktails and share information about the liquor.

WWW.tanquEray.ES/PrIVatECOCKtaIl

InSTAnT ShOW And TELLFriendly advice exchanged in real time


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InSTAnT ShOW And TELL

summAry Mobile social networks and connected in-store technologies are enabling shoppers to receive real-time feedback from friends and likeminded strangers. the availability of instant opinions and advice from peers is transforming even a solitary shopping trip into a more social experience and helping customers make more informed decisions about what they choose to buy.

impliCAtions• Consider adding wireless internet access

to the retail environment, enabling customers to share information with the network of peers that is validating their purchase

• Include social networking into your retail site, allowing potential and existing customers to share things with others

• provide the tools for consumers to capture and share pictures and experiences in the retail environment

• allow customers to take photos in store

store CAmerA ConneCts to FACebook

CreAting videos to shAre WhAt you buy online serviCes For shAring purChAses Among netWorks

Website shoWs only Clothing your Friends like

App AlloWs reAl-time groups to Form AnyWhere

Ask Community For outFit AdviCe

“ If shopping 1.0 online was about price comparison across hard goods as seen on sites like MySimon and nexttag, and shopping 2.0 was about best of breed customer experiences as seen on sites like zappos and itunes, then surely shopping 3.0 online is about the truly empowered consumer.”

– Sukhinder Singh Cassidy, Ceo of polyvore

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STORE cAmERA cOnnEcTS TO FAcEBOOKDiesel has installed a kiosk in some of their retail locations in Spain. each kiosk comes equipped with a Diesel Cam that allows shoppers to take pictures as they try on outfits. they can then post them online and ask their network of Facebook friends for their opinions on what styles look best.

WWW.dIESEl.COM

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WEBSITE ShOWS OnLy cLOThInG yOUR FRIEndS LIKELevis has integrated Facebook functionality into their website, allowing users to “like” specific products and share their shopping decisions within their social network. the site can also be customized to show only those selections that have been “liked” by your peer group.

WWW.StOrE.lEVI.COM

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ASK cOmmUnITy FOR OUTFIT AdVIcEGotryIton is an online community that allows users to upload digital photos of themselves wearing outfits they are considering purchasing. Users have the option to share the images with the entire community, or just their friends. once an image is shared, community members can vote on the outfit by saying “wear it” or “change it.”

WWW.gOtryItOn.COM

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cREATInG VIdEOS TO ShARE WhAT yOU BUyHaul videos typically feature young women sitting before a camera, itemizing their recent clothing and accessory purchases. they also share their opinions and tips on their video blogs, creating an active community of likeminded users where the most watched videos typically generate over 500,000 views on Youtube.

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APP ALLOWS REAL-TImE GROUPS TO FORm AnyWhEREapple is rumored to be working on a concept called iGroups, an application that would allow for the real-time formation of “groups” within one’s social networks using a shared location such as a store, concert or restaurant as the basis for privately sharing information. the application could help shoppers quickly discover nearby friends or contacts and solicit their advice on potential purchases or recommendations.

WWW.aPPlE.COM

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OnLInE SERVIcES FOR ShARInG PURchASES AmOnG nETWORKSServices like Blippy, Shop Social.ly and Swipely link with shoppers credit cards to enable them to easily share their recent purchases within their social networks, either automatically or through an opt-in service. as these services develop, they function as group recommendation engines for particular products. Brands might eventually be able to access this data and offer special promotions to particular users and their friends.

WWW.BlIPPy.COM

WWW.ShOPSOCIal.ly

BEta.SWIPEly.COM

GROUP cLOUTFlexing the power of community


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online group pAyment plAtFormdAily deAls oFFered For group buy-in

GROUP cLOUT

summAry Customers are using online networks to collaborate on communal purchases that help increase their individual buying power. By connecting with likeminded shoppers en masse, shoppers can take advantage of discounts and wield influence over the product and service offerings made by sellers.

at the same time, retailers are welcoming the access to a larger audience and the prospect of promoting greater sales and mind share.

impliCAtions• Leverage mobile social networks reward

and promote additional purchases among consumers who are already visiting your location

• as groups band together to make discounted purchases, retailers need to be prepared to ensure that this initial shopping experience is a positive one, both increasing sales in the short-term and promoting long-term growth

• Speak with communities to better understand their needs and receive their input on new products. this early involvement can help form instant audiences when a product reaches the marketplace

• encourage customers to interact with your brand through the offer of group discounts and community forums

groups deCide WhiCh Furniture is produCed

businesses leverAge mobile soCiAl netWorks

Consumer netWork reWArds ethiCAl businesses

ColleCtively buying solAr poWer

“ We’re finding that people are tweeting, updating their Facebook status and emailing to tell their friends about amazing deals available through our service. these individuals are community organizing in real-time and taking part in group purchasing activities in an unprecedented fashion.”

– rob Solomon, president, Groupon

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GROUP cLOUTdAILy dEALS OFFEREd FOR GROUP BUy-InGroupon offers a daily deal in various cities throughout the US and Canada. the deal becomes valid only if a specified number of people commit to the purchase. Groups benefit from discounted prices and businesses receive a guaranteed number of customers.

WWW.grOuPOn.COM

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GROUP cLOUTOnLInE GROUP PAymEnT PLATFORmWepay is a payment system that enables groups of users to set up shared financial accounts with varying levels of access, giving them a way to manage group payments and finances. the group accounts are FDIC-insured and can make payments via a Wepay VISa prepaid card, paper checks and electronic transfers

WWW.WEPay.COM

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GROUP cLOUTcOLLEcTIVELy BUyInG SOLAR POWERSan Francisco-based company, 1BoG, offers a service through which communities can gather to pool their collective buying power. the focus of the community is to generate enough buying power to purchase solar energy generators, an item that is too expensive to purchase as an individual.

WWW.1BOg.Org

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GROUP cLOUTGROUPS dEcIdE WhIch FURnITURE IS PROdUcEdMade.com connects customers directly to designers and asks them to vote on which pieces are produced and added to the site’s retail store. after an order is place, customers can keep track of the entire manufacturing process up until it is delivered to their door.

WWW.MadE.COM

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GROUP cLOUTcOnSUmER nETWORK REWARdS EThIcAL BUSInESSESCarrotmob is a network of consumers that rewards businesses that make socially responsible decisions. rather than boycott goods and services to promote change, members are able to focus their collective buying power and use positive reinforcement to encourage good behavior amongst businesses.

WWW.CarrOtMOB.Org

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GROUP cLOUTBUSInESSES LEVERAGE mOBILE SOcIAL nETWORKSBusinesses are beginning to take advantage of the tools provided by mobile social networks like Foursquare and Gowalla, offering deals and promotions to customers that check-in to their shops. one potential outcome of this might be special discounts for large groups of people that all visit the same location simultaneously.

WWW.FOurSquarE.COM/BuSInESSES

WWW.gOWalla.COM

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FUTURE OF RETAIL

cREdITS

ABOUT PSFKpSFK is the go-to source for ideas and inspiration for creative professionals around the world. We are a New York City based trends research and innovation company that publishes a daily news site, provides trends research and innovation consultancy, manages a network of freelance experts and hosts idea-generating events. We aim to inspire our readers, our clients and our guests to make things better—whether that’s better products, better retail, better lives or a better world.

WWW.PSFK.COM

PSFK cOnSULTInGLeveraging a global network of scouts & experts, pSFK provides trends research and innovation consultancy to leading international corporations. Since 2005, pSFK has worked with segment leading companies across automotive, Food & Beverage, FMCG, Media, retail and technology. Clients turn to pSFK for its global reach, access to local intelligence and our ability to find lateral inspiration that informs marketing innovation and product development.

ThE FUTURE OF RETAIL PROjEcT TEAmleAd ConsultAntFrancisco Hui [email protected]

proJeCt direCtor & business developmentJeff Weiner [email protected] 646.520.4665

reseArCh & AnAlysispiers Fawkes Scott Lachut Kyle Studstill Brian W. Jones Jeff Squires antonio Varas

photogrAphyCatalina Kulczar-Marin

Creative Commons 2010 attribution Non-Commercial No Derivative Works 3.0 International

May 2010 v.1

CONTACT

Jeff WeinerDirector, Business Development

[email protected]+1 646.520.4665

466 Broome St. 2nd FloorNew York, NY 10013 USA

www.psfk.com

PSFK Retail Report - jun/2010

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