THE FUTURE OF

PHYSICAL RETAIL

Parsons The New School for Design | Analyzing Trends Fall 2013

André Grochowicz and Marcu...
HYPOTHESIS
The digital will be so significantly integrated in
the physical space that we will not be able to
separate the ...
FORCES

ECONOMY

"...Retail chains are a fundamentally
implausible economic structure ...
You combine the fixed cost of re...
FORCES

NEW URBANISM
MOVEMENT

"For the first time in more than 60
years, more people moved into New
York City than out la...
FORCES

70%

En route to the store,
of smartphone shoppers use a store
locator to plan their shopping trip.
-Nielsen

TECH...
THEMES

SHOWROOMING

19% of consumers leave a

store and look for lower prices online.
-RIS/Cognizant

NEED FOR REAL LIFE ...
THEMES

LACK OF
HUMANESS

"Customers today want retailers
to be less about well-orchestrated
brands and carefully rehearse...
TRENDS

“McDonald’s already conquered the global segment with
little adaptation of its menu. But conquering the local
segm...
TRENDS

CONSUMERS WANTS TO BE PART
OF AN AUTHENTIC STORY
[The Growth we see in the economy
today is built on a new narrati...
TRENDS
ECONOMY
REAL ESTATE
HIGH PRICES

MODULARITY

ABILITY TO TRANSFORM THE CONTEXT OF
THE SPACE WE FIND OURSELVES IN

Pa...
CODES

“Today’s consumer has vastly different
and more sophisticated expectations
of product, service, value and
environme...
CODES
“ Transformation of the ordinary
and expected into an innovative
and evolved experience. Think of Apple
reinventing ...
CODES
“When you receive acknowledgement – no matter
how big or small, that positive mutual exchange
leads to a deeper conn...
CODES
“A service experience that delivers unexpected
authenticity, expertise, and a genuine sense
of connection that is me...
SUBCULTURE
SOCIAL SPACE

"[The maker movement] is about man taking over
the machines again and being empowered.”

THE MAKE...
TREND OPPORTUNITIES
- BRING THE CONSUMER INTO THE PROCESS
- BREAK THE AUTOMATION, CREATING MORE GENUINE AND HUMAN
EXPERIEN...
CLIENT

WARBY PARKER

Parsons The New School for Design | Analyzing Trends Fall 2013

André Grochowicz and Marcus Ryde
IDENTIFIED STRENGTHS

HOME TRY-ON

LOCALIZATION

SCHOOL BUS
POP-UP RETAIL

Parsons The New School for Design | Analyzing T...
FUTURE ACTIONS

SHOWMANSHIP
THEATER

COLLABORATIVE
CRAFT

SOCIAL SPACE

Parsons The New School for Design | Analyzing Tren...
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Future of Retail - Analyzing Trends | Parsons - Fall 2013

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The future of Retail by
André Grochowicz and Marcus Ryde

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Future of Retail - Analyzing Trends | Parsons - Fall 2013

  1. 1. THE FUTURE OF PHYSICAL RETAIL Parsons The New School for Design | Analyzing Trends Fall 2013 André Grochowicz and Marcus Ryde
  2. 2. HYPOTHESIS The digital will be so significantly integrated in the physical space that we will not be able to separate the physical space of retail from the virtual space of e-commerce. Parsons The New School for Design | Analyzing Trends Fall 2013 André Grochowicz and Marcus Ryde
  3. 3. FORCES ECONOMY "...Retail chains are a fundamentally implausible economic structure ... You combine the fixed cost of real estate with inventory, and it puts every retailer in ahighly leveraged position... It just doesn’t make any sense for all this stuff to sit on shelves... -Marc Andreessen. http://www.businessinsider.com/retail-stores-will-diesays-marc-andreessen-2013-1#ixzz2nOPwxf5M Parsons The New School for Design | Analyzing Trends Fall 2013 André Grochowicz and Marcus Ryde
  4. 4. FORCES NEW URBANISM MOVEMENT "For the first time in more than 60 years, more people moved into New York City than out last year.” http://www.huffingtonost.com/2013/03/14/ new-york-city-population-highst_n_2876463.html 330 Shanghai's in China by 2020 -BCG 2010 Urban Income Forecast Model Parsons The New School for Design | Analyzing Trends Fall 2013 André Grochowicz and Marcus Ryde
  5. 5. FORCES 70% En route to the store, of smartphone shoppers use a store locator to plan their shopping trip. -Nielsen TECHNOLOGY 42% of consumers chose finding a better price online as their reason for purchasing online after shopping in a store. -RIS/Cognizant Parsons The New School for Design | Analyzing Trends Fall 2013 André Grochowicz and Marcus Ryde
  6. 6. THEMES SHOWROOMING 19% of consumers leave a store and look for lower prices online. -RIS/Cognizant NEED FOR REAL LIFE EXPERIENCE MULTICHANNEL APPROACH Parsons The New School for Design | Analyzing Trends Fall 2013 André Grochowicz and Marcus Ryde
  7. 7. THEMES LACK OF HUMANESS "Customers today want retailers to be less about well-orchestrated brands and carefully rehearsed answers and more about transparency, authenticity and passion. " - IDEO P. 48 / Rotman Magazine Winter 2012 AUTOMATED EXPERIENCE http://www.ideo.com/images/uploads/ news/pdfs/ THE_FUTURE_OF_RETAIL.pdf Parsons The New School for Design | Analyzing Trends Fall 2013 André Grochowicz and Marcus Ryde
  8. 8. TRENDS “McDonald’s already conquered the global segment with little adaptation of its menu. But conquering the local segment can be very costly, as the company must come up with a highly localized menu which competes head to NEW URBANISM MOVEMENT head with local restaurants.” -Forbes http://www.forbes.com/sites/panosmourdoukoutas/2013/11/23/mdonalds-three-strategies-to-re-ignite-sales-growth/ LOCALIZATION THE SPACE IS PART OF THE COMMUNITY Parsons The New School for Design | Analyzing Trends Fall 2013 André Grochowicz and Marcus Ryde
  9. 9. TRENDS CONSUMERS WANTS TO BE PART OF AN AUTHENTIC STORY [The Growth we see in the economy today is built on a new narrative, which have Shifted from] “Having to Being.” NARRATIVE -Boston Consulting Group http://www.luxurydaily.com/wp-content/uploads/2013/05/BostonConsultingGroup1.pdf Page 6. “Le Pain Quotidien transports its customers to the Belgian countryside and a simpler way of life”. http://www.redhotmarketingblender.com/2012/06/creatingauthentic-brand-experiences-le-pain-quotidien%E2%80%8F/ Parsons The New School for Design | Analyzing Trends Fall 2013 André Grochowicz and Marcus Ryde
  10. 10. TRENDS ECONOMY REAL ESTATE HIGH PRICES MODULARITY ABILITY TO TRANSFORM THE CONTEXT OF THE SPACE WE FIND OURSELVES IN Parsons The New School for Design | Analyzing Trends Fall 2013 André Grochowicz and Marcus Ryde
  11. 11. CODES “Today’s consumer has vastly different and more sophisticated expectations of product, service, value and environment than five or even three years ago. -Ian Geddes (Partner at Deloitte) CRAFTSMANSHIP http://www.deloitte.com/assets/Dcom-Germany/Local%20 Assets/Images/06_CBuT/2013/CB_R_store_of_the_future_2013.pdf Parsons The New School for Design | Analyzing Trends Fall 2013 André Grochowicz and Marcus Ryde
  12. 12. CODES “ Transformation of the ordinary and expected into an innovative and evolved experience. Think of Apple reinventing the look of the personal computer (and portable music player) or JetBlue and Virgin bringing style (back) to airline travel to meet and evolve the desires of their consumers.” -Forbes http://www.forbes.com/sites/onmarketing/2013/12/03/ how-to-build-brand-love-via-designed-serendipity/ Parsons The New School for Design | Analyzing Trends Fall 2013 EXPLORATION “A lot of times, people don’t know what they want until you show it to them.” -Steve Jobs André Grochowicz and Marcus Ryde
  13. 13. CODES “When you receive acknowledgement – no matter how big or small, that positive mutual exchange leads to a deeper connection that creates emotional stickiness to your brand. Brands like Starbucks and Fidelity are masters at building connections that drive loyalty and create SERENDIPITY a sense of comfort.” -Forbes Designed Serendipity http://www.forbes.com/sites/onmarketing/2013/12/03 /how-to-build-brand-love-via-designed-serendipity/ Parsons The New School for Design | Analyzing Trends Fall 2013 André Grochowicz and Marcus Ryde
  14. 14. CODES “A service experience that delivers unexpected authenticity, expertise, and a genuine sense of connection that is memorable. Brand recall starts with making an impression. If this HUMAN impression touches all our emotions, and recalls happy times/places/people, like Disney – what results can be magic.” -Forbes http://www.forbes.com/sites/onmarketing/2013/12/03 /how-to-build-brand-love-via-designed-serendipity/ Parsons The New School for Design | Analyzing Trends Fall 2013 André Grochowicz and Marcus Ryde
  15. 15. SUBCULTURE SOCIAL SPACE "[The maker movement] is about man taking over the machines again and being empowered.” THE MAKER MOVEMENT - Chad Dickerson (Etsy CEO) http://www.forbes.com/sites/techonomy/2013/09/25/ how-the-maker-movement-is-reinventing-retail/ CLIENTS ARE THE DESIGNERS THEATER VISIBLE PROCESS Parsons The New School for Design | Analyzing Trends Fall 2013 André Grochowicz and Marcus Ryde
  16. 16. TREND OPPORTUNITIES - BRING THE CONSUMER INTO THE PROCESS - BREAK THE AUTOMATION, CREATING MORE GENUINE AND HUMAN EXPERIENCES - FOCUS ON THE PROCESS OF MAKING, REENFORCING CRAFTSMANSHIP AND GENERATING A NICE NARRATIVE - GIVE POSSIBILITIES FOR THE CLIENTS TO EXPLORE Parsons The New School for Design | Analyzing Trends Fall 2013 André Grochowicz and Marcus Ryde
  17. 17. CLIENT WARBY PARKER Parsons The New School for Design | Analyzing Trends Fall 2013 André Grochowicz and Marcus Ryde
  18. 18. IDENTIFIED STRENGTHS HOME TRY-ON LOCALIZATION SCHOOL BUS POP-UP RETAIL Parsons The New School for Design | Analyzing Trends Fall 2013 BOOKS André Grochowicz and Marcus Ryde
  19. 19. FUTURE ACTIONS SHOWMANSHIP THEATER COLLABORATIVE CRAFT SOCIAL SPACE Parsons The New School for Design | Analyzing Trends Fall 2013 AUTHENIC PROCESS André Grochowicz and Marcus Ryde
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