Rethink Retail Localize - Home | Littlespeaker: james farnell, rdi creative director, brand...
Transcript of Rethink Retail Localize - Home | Littlespeaker: james farnell, rdi creative director, brand...
SPEAKER: JAMES FARNELL, RDI
CREATIVE DIRECTOR, BRAND EXPERIENCE STUDIO, LITTLE
RETAIL ASIA EXPO, HONG KONG, JUNE 2015
RE-THINK RETAIL
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OverviewLITTLE
We are recognized for developing exceptional design solutions that deliver RESULTS BEYOND ARCHITECTURE
in the workplace, community, healthcare and retail industries.
CHARLOTTE
DURHAM
ORLANDO
WASHINGTON, DC
LOS ANGELES
BEIJING
328PEOPLE IN SIX INTERNATIONAL LOCATIONS
Services: Architecture, interior architecture, engineering, sustainable design, brand design & communication, planning & land development, digital media, and CAFM & occupancy strategies
YEAR FOUNDED1 9 6 4
P A C I F I C
O C E A N
A T L A N T I C
O C E A N
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Expertise RETAIL
SUPERMARKETS RESTAURANT & FOOD SERVICE SPECIALTY RETAIL
INTERIORS FASHION & APPAREL FINANCIAL
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Selected Client ListRETAIL
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RETAIL
WORKPLACECOMMUNITY
SUPERMARKETSRESTAURANTS & FOOD SERVICESPECIALTY RETAILINTERIORSFASHION & APPARELFINANCIAL
RESEARCH & CUSTOMER INSIGHTSBRAND ANALYSIS & IMPLEMENTATIONGRAPHIC DESIGNARCHITECTUREINTERIOR DESIGNDIGITAL MEDIA COMMUNICATIONSPROGRAM MANAGEMENT
HEALTHCARE
BRANDEXPERIENCE
STUDIO
SERVICESHow We WorkTHE BRAND EXPERIENCE STUDIO
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EMOTIONAL CONNECTIONS
SOLVE CUSTOMERS EMOTIONAL NEEDS & WANTS
FUNCTIONALSOLUTIONS
PROVIDE PRACTICAL,RELEVANT SOLUTIONS
BRANDATTACHMENT
CONNECT WITH CUSTOMERS& BUILD BRAND LOYALTY
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Guiding PrinciplesTHE BRAND EXPERIENCE STUDIO
Creating a retail destination.
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CREATING A UNIFIED EXPERIENCE
Today customers have an ever increasing number of touchpoints to engage a brand, its products and services. The number of brand touchpoints have increased exponentially over the past two decades. The pressures of our “all on, all the time” society has increased our need for value, not just in the goods and services we purchase but also in the quality of interactions, and experiences we have. Customers have a sense of entitlement and they are willing to pay a premium for better service. Brands are investing and improving the customer experience not only to secure a positive brand perception but also to elicit new customers and opens the doors to ad-ditional revenue opportunities.
OMNI-EXPERIENCE SMART MOBILES
PRINT MEDIA
EXPERIENCE CENTERS
SHOP IN SHOP
IN-STORE DIGITAL
SOCIAL MEDIA
PHYSICAL STOREONLINE RETAIL
Today, a visit to the store is just one of many options shoppers have to engage with brands, an ever-increasing number of choices have become part of consumers everyday life.
SHOPPERS EXPECT THE BUYING PROCESS TO BE AS SMART, CONVENIENT AND EASY AS THE DIGITAL CHANNELS THEY LOVE.
Hence, a seamless experience across chan-nels is more than a “nice thing to have”, shop-pers believe that anything less is a nuisance. To deliver profound sensory experiences that connect with customers and improve brand loyalty, we need to bridge the space between physical & digital, we must offer CHOICE to customers and identify relevant, scalable solu-tions through which they can touch your brand.
Omni-experienceTHE NEW JOURNEY
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It is becoming more difficult to differentiate and to increase customer loyalty.
The ultimate differentiator is experience.
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What makes a destination?
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CONTENT
CONTEXT
COMMUNITY
CONTENT
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How can you foster a desire for customers to experience your product or service?
‣ PURPOSE
‣ LIMITED / LOCALIZED
‣ CUSTOMIZED
MOVIE CLIP 37SECS ‘REEBOK ‘LOCAL INK’ HTTPS://WWW.YOUTUBE.COM/WATCH?V=HL8IH-SFDT0
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‣ PERSONALIZATION / CO-CREATION
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‣ MAKER CULTURE
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‣ CURATED
‣ BATCH PRODUCED
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‣ PERSONAL SERVICE
CONTEXT
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How can you develop a meaningful relationship with your customer by engaging
their senses to create an emotional connection with your brand?
Engaging the SensesProviding a variety oftouch-points.
Creating an Immersive ExperienceConnecting the indoors & outdoors
An active spacePlace the product in context and allow the customer to test it out
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The flagship store is a showcase for the brand. Unlike other stores, the primary purpose of a flagship is to make
a differentiating statement about it’s aspirations.
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What does it add that the understanding of your brand ?
How will you use the flagship store differently?
Who will you be targeting & what will they find there?
How does the flagship store fit with your other physical and online presence?
What will carry over from your flagship store to your other stores?
WHAT TO CONSIDER FOR A FLAGSHIP STORE
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How do you remain consistent with this degree of localization?
PORTLAND NEW YORK PARIS
SINGAPORE KYOTO KOREA
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Try-vertizingDiscover & purchase things in the intimate context of a home as well as to meet and learn more about the creators
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PhygitalDigital show-rooming
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Interactive EnvironmentsDisrupting the experience through a series of unexpected moments
Hyper Play Spaces & Laboratories / Experimental
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Stage Setting
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The joy of the journey
Storytelling & Engagement
AUTHENTICSTORIES
BRAND STORIES WITHEMOTIONAL POWER
MEMORABLE EXPERIENCESBRANDED MOMENTS
OF DELIGHT
SIGNATURE MOMENTS OF DELIGHT
MAKE STORIES MEMORABLEAND EXPERIENCES UNIQUE
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Mount Agung, Bali 8.342° S 115.508° E.
Experiences forge meaningful connections between shoppers and
their brands.
Transcend the transaction through
Context and Storytelling
Visit blog on 'Experience Design' here http://littlespeakeasy.com/?p=1682
Create brand advocates.
The fundamental relationship between content, it’s
context & the surrounding community must be strong
to create a successful retail destination.
Storytelling / EducationalCreating an emotional connection with the customer
MOVIE CLIP | DALZIEL + POW, ‘PLAYFUL INTERACTION’ HTTPS://YOUTU.BE/P_BEA6DSWLE
COMMUNITY
AnthropologicalA growing appetite for retail with a more culturally enriching, harder-to-come-by,
experiential accent.
LocalProviding local staff & customers with a sense of
ownership and belonging.
SocialThe physical store remains a key platform for experiential, communal brand experiences –
spurring sales across other channels.
Se·mi·ot·icsCustomers want a story - they are searching for
meaning - greater depth to brands and the products they choose.
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Storytelling / Educationalmeaning, place making, story & depth, richer experiences
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A transformation of the retail journey, slow stores will offer an antidote to many consumers’
hyper-connected, over-stimulated lives.
5 Takeaways
Enriched.1 23 45
Social.
Localized.
Authentic.
Sensory.
A growing appetite for retail with a more culturally enriching, harder-to-come-by, experiential accent.
The physical store remains a key for experiential, communal brand experiences – spurring sales across other channels.
Providing local staff & customers with a sense of ownership and belonging.
Customers want a story - they are searching for meaning and greater depth to brands and the products they choose.
A sensory space - where you feel the brand as much as you see it. One that’s experiential, provocative…from selling to seduction.
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A localized design brings you closer to the community and your customers
closer to your brand.
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Explore ways to implement change. To stay fresh in front of the customer and to maintain momentum
in a rapidly changing world.
Sources & Acknowledgements: Retail Design Institute’s 44th International Store Design Competition, Racked NY, B&N Industries Report, Stylus, WWD, VM&SD, Wallpaper, Monocle. Presented Little littleonline.com