MethodFuturetailDesigning CompleteRetail ExperiencesAlexander Grünsteidl                       Future Retail   2013
I hate shopping.             Future Retail   2013   2
I love it.             Future Retail   2013   3
A window fordiscovery ofindustrial products                      4
A window forentertainment                5
The window now athome.                    6
Everywherebecomes a shopwindow                  iPhone                  10:15 PM           More                           ...
We areturning anylocation intoa store                8
As transactions moveelsewhere the verynature of the highstreet is changing......or is it?             Future Retail   2013
Retail as we know it      retailer                          home                 Future Retail   2013          10
Emerging retail      retailer    home                            home            internet comparison     distributor      ...
Emerging retail      retailer    home                            home            internet comparison     distributor      ...
Thelastclick        Future Retail   2013   13
Fitting fee              Future Retail   2013   14
Customer Journey                      ? Awareness   Consideration                   Purchase   Activation          Usage  ...
Relationships+Engagement                Future Retail   2013
Previouslyretailers owned therelationship withthe customer                             Retailer          Customer         ...
Previously         manufacturer            aggregator       service provider            Retailer          Customer        ...
Margin pressureimpacts Customer Service                     fashion    books         furniture     consumer          digit...
The rolesare changing       Future Retail   2013   20
Previously         manufacturer            aggregator       service provider            Retailer          Customer        ...
Now        manufacturer           aggregator      service provider                   Customer                  Future Reta...
Now the retailer becomesa mediatorbetweencustomers & brands            Future Retail   2013   23
“Stores” becomeStores Becomeplaces to managePlaces To Managecustomer relationshipsCustomer Relationships            Future...
manufacturer                 showrooms                                webfronts                            solution boutiq...
From transactionsto providing services       Future Retail   2013   26
4 Types ofEngagement WithThe Customer           Future Retail   2013
Engagement                       Explorative4 Types ofengagementwith thecustomer   Transaction                         Exp...
Engagement                    Explorative             Transaction                             Experience                  ...
New Service Touch Points?            Future Retail   2013   30
Albert HeijnAppie integrated shopping             Future Retail   2013   31
Albert HeijnAppie integrated shopping             Future Retail   2013   32
Albert HeijnAppie integrated shopping             Future Retail   2013   33
Albert HeijnAppie integrated shopping             Future Retail   2013   34
Albert HeijnAppie integrated shopping             Future Retail   2013   35
Albert HeijnAppie integrated shopping             Future Retail   2013   36
Engagement                            Explorative                     Transaction                             ExperiencePr...
Engagement                    Explorative                                       DON’T KNOW                                ...
Stock extension             Future Retail   2013   48
Concept: Sampling Retail FormatsConcept Description:The focus of the service is on sampling rather thanshifting goods, whi...
Engagement                        Explorative                                           DON’T KNOW                        ...
Engagement                            Explorative                              DON’T KNOW                              WHA...
Learn from thefashion industry       Future Retail   2013
Digital WellbeingShowroomShop at Bluebird2006 - 2007
Digital WellbeingShowroom1 platform4 zones                              Conversations          Music                      ...
Digital WellbeingShowroomPhysicalBookmarking              track transactions   personalised wish list              Future ...
SupermarketSarah              Future Retail   2013   61
SupermarketSarah              Future Retail   2013   62
SupermarketSarah              Future Retail   2013   63
Too much choice      Future Retail   2013
Think likean editor        Future Retail   2013
Future Retail   2013
The AppLounge 2010Increase dwell time              +                   +                  +     Coffee                Apps...
Travel lifestyle collection
Curated digital lifestyle selections                   games                   iBooks             entertainment           ...
Curated digital lifestyle selections                   games                               urban voyager                  ...
Apps  iBooksAccessories
Applounge Website             The AppLounge IT set up Server              internet  localApp Server                       ...
TheBouncepadproduct andservicecompany              Future Retail   2013   77
Lifestylecurator        Future Retail   2013
grapedistrict                Future Retail   2013   79
Future Retail   2013   80
Future Retail   2013   82
Future Retail   2013   83
Future Retail   2013   84
Engagement                               Explorative                                 DON’T KNOW                           ...
Engagement                            Explorative             Transaction                            Experience           ...
Embrace hospitalityin your brand       Future Retail   2013
Nespresso Club            Future Retail   2013
Destination “shopping”
removing classification
Own yourcommunitynetwork      Future Retail   2013
Coffee shopseverywhere
Alternative formshospitalityBike repair + cafeBookstore + cafeBookstore + restaurantFashion + barLaundry + cafeBank + desi...
UrbanprototypingBoxPark              Future Retail   2013   95
UrbanprototypingBoxPark              Future Retail   2013   96
UrbanprototypingBoxPark              Future Retail   2013   97
What are the alternativeforms of hospitality?              Future Retail   2013   98
Future Retail   2013   99
Engagement                                       Explorative                        Transaction                           ...
From retail                    Explorativeto services              Transaction                    Experience              ...
Retail                             Explorativejourney                  Transaction                    Experienceinterchang...
Retail                             Explorativejourney                  Transaction                    Experienceinterchang...
Retail                             Explorativejourney                  Transaction                    Experienceinterchang...
Agile Commercefrom channels totouchpointsa evolvingvalue chain              Future Retail   2013   105
Imagine...               the digital lifestyle showroom             digital wellbeing scenario 2006 - 2007             Fut...
the digital lifestyle showroom  A visit to the digital lifestyle showroom on  the high streetFuture Retail                ...
Pick up a shopping basket cardFuture Retail                     2013
Use your card to collect “bookmarks” from                displays for products and services you are                interes...
Review, edit and purchase items from                your wish-list on a sales-kiosk in the                showroom.Future ...
Use your shop card to access your wish-                list from home and make purchases                online.Future Reta...
Attend demonstrations ...Future Retail                      2013
... and skill workshopsFuture Retail                       2013
Visit the showroom lounge with friends,                enjoy a drink and discover new services                together.Fut...
A place for online communities to meet in                real life and share live events.Future Retail                    ...
Touchpointsacross the    discover                            explore                         learn more                   ...
The role ofeach touch pointneeds to be considered            Future Retail   2013   117
MethodIntegrated retail design process              Future Retail   2013   118
Nokia retailservicescenarios               Future Retail   2013   119
Service                                                                              3Designcustomerjourneys3 Body-stormin...
Nokia retailservicedesignblueprintsacrosstouchpoints               Future Retail   2013   121
Service                                                                      7          9Designprototypingand rollout7 Ear...
Service                                                                    10          11Designprototypingand rollout10 Be...
Nokia globalretailredefininginteractiveretail               Future Retail   2013   124
Nokia retailstaff training                 Future Retail   2013
Nokia retailanalyticsreacting tocustomerbehaviours               Future Retail   2013
Brands need to havea narrative structure whichforms relationships betweendifferent touch points             Future Retail ...
—Think like an editor—Learn from fashion—Own your community—Adopt hospitality            Future Retail   2013
Thanks10x10ChangingRetailCurrencyMethodAlexander Grünsteidl                                  method.comDirector, Interacti...
Designing integrated retail experiences
Designing integrated retail experiences
Designing integrated retail experiences
Designing integrated retail experiences
Designing integrated retail experiences
Designing integrated retail experiences
Designing integrated retail experiences
Designing integrated retail experiences
Designing integrated retail experiences
Designing integrated retail experiences
Designing integrated retail experiences
Designing integrated retail experiences
Designing integrated retail experiences
Designing integrated retail experiences
Designing integrated retail experiences
Designing integrated retail experiences
Designing integrated retail experiences
Designing integrated retail experiences
Designing integrated retail experiences
Designing integrated retail experiences
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Designing integrated retail experiences

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"Changing customer behavior and heightened expectations are reshaping how we design retail experiences. The in-store and online e-commerce experiences now work together—successful store design leverages the strengths of the digital and physical retailer to create a “complete” retail experience that considers the entire sales cycle. Learn what design factors must be considered, and why it’s critical for designers to innovate the retail experience.

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Designing integrated retail experiences

  1. 1. MethodFuturetailDesigning CompleteRetail ExperiencesAlexander Grünsteidl Future Retail 2013
  2. 2. I hate shopping. Future Retail 2013 2
  3. 3. I love it. Future Retail 2013 3
  4. 4. A window fordiscovery ofindustrial products 4
  5. 5. A window forentertainment 5
  6. 6. The window now athome. 6
  7. 7. Everywherebecomes a shopwindow iPhone 10:15 PM More 7
  8. 8. We areturning anylocation intoa store 8
  9. 9. As transactions moveelsewhere the verynature of the highstreet is changing......or is it? Future Retail 2013
  10. 10. Retail as we know it retailer home Future Retail 2013 10
  11. 11. Emerging retail retailer home home internet comparison distributor and online purchase Future Retail 2013 11
  12. 12. Emerging retail retailer home home internet comparison distributor and online purchase Future Retail 2013 12
  13. 13. Thelastclick Future Retail 2013 13
  14. 14. Fitting fee Future Retail 2013 14
  15. 15. Customer Journey ? Awareness Consideration Purchase Activation Usage Support Future Retail 2013 15
  16. 16. Relationships+Engagement Future Retail 2013
  17. 17. Previouslyretailers owned therelationship withthe customer Retailer Customer Future Retail 2013
  18. 18. Previously manufacturer aggregator service provider Retailer Customer Future Retail 2013
  19. 19. Margin pressureimpacts Customer Service fashion books furniture consumer digital electronics media 50 - 75 % 30 - 60 % 25 - 50% 10 - 30 % ?-5% 10 - 30 % 10 - 30 % Marc Andreessen: “Retail chains are a fundamentally implausible economic structure if there’s a viable alternative,” he says. “You combine the fixed cost of real estate with inventory, and it puts every retailer in a highly leveraged position. Few can survive a decline of 20 to 30 percent in revenues. It just doesn’t make any sense for all this stuff to sit on shelves. There is fundamentally a better model.” Future Retail 2013 19
  20. 20. The rolesare changing Future Retail 2013 20
  21. 21. Previously manufacturer aggregator service provider Retailer Customer Future Retail 2013
  22. 22. Now manufacturer aggregator service provider Customer Future Retail 2013
  23. 23. Now the retailer becomesa mediatorbetweencustomers & brands Future Retail 2013 23
  24. 24. “Stores” becomeStores Becomeplaces to managePlaces To Managecustomer relationshipsCustomer Relationships Future Retail 2013 24
  25. 25. manufacturer showrooms webfronts solution boutiques curastores aggregator advertailers shoperiences experetailservice provider Customer Future Retail 2013
  26. 26. From transactionsto providing services Future Retail 2013 26
  27. 27. 4 Types ofEngagement WithThe Customer Future Retail 2013
  28. 28. Engagement Explorative4 Types ofengagementwith thecustomer Transaction Experience Focused Future Retail 2013 28
  29. 29. Engagement Explorative Transaction Experience KNOW WHAT I WANT Focused Future Retail 2013 29
  30. 30. New Service Touch Points? Future Retail 2013 30
  31. 31. Albert HeijnAppie integrated shopping Future Retail 2013 31
  32. 32. Albert HeijnAppie integrated shopping Future Retail 2013 32
  33. 33. Albert HeijnAppie integrated shopping Future Retail 2013 33
  34. 34. Albert HeijnAppie integrated shopping Future Retail 2013 34
  35. 35. Albert HeijnAppie integrated shopping Future Retail 2013 35
  36. 36. Albert HeijnAppie integrated shopping Future Retail 2013 36
  37. 37. Engagement Explorative Transaction ExperienceProvide– Pick-up– Delivery KNOWOffer WHAT I WANT– Decision making– Cross sales– Security + Trust Focused Future Retail 2013 45
  38. 38. Engagement Explorative DON’T KNOW WHAT I WANT Transaction Experience Focused Future Retail 2013 46
  39. 39. Stock extension Future Retail 2013 48
  40. 40. Concept: Sampling Retail FormatsConcept Description:The focus of the service is on sampling rather thanshifting goods, which would be delivered home.Customers can simply scan a product using a mobileapp to add it to their virtual cart. Products they addserve as a basis for targeted recommendations andoffers.The customer checks out seamlessly as they leave astore, their device briefly vibrating to confirm payment.Purchases are added to a visual spending timeline andcan be shared with friends via social networks. Business highlight• Reduce the amount of retail square footage needed• Enhance customer targeting.User Needs FeaturesAbility to sample products Merchant profilesConvenient shopping with direct 3rd party offershome delivery Bill payment remindersRelevant recommendation P2P loansRemember and record purchases Debt monitoring & repaymentSocial connections reminders
  41. 41. Engagement Explorative DON’T KNOW WHAT I WANT Transaction ExperienceProvide– Advice– HelpOffer– Comparison– Alternatives Focused Future Retail 2013 51
  42. 42. Engagement Explorative DON’T KNOW WHAT I WANT Transaction Experience Focused Future Retail 2013 52
  43. 43. Learn from thefashion industry Future Retail 2013
  44. 44. Digital WellbeingShowroomShop at Bluebird2006 - 2007
  45. 45. Digital WellbeingShowroom1 platform4 zones Conversations Music Memories Fashion Future Retail 2013 55
  46. 46. Digital WellbeingShowroomPhysicalBookmarking track transactions personalised wish list Future Retail 2013
  47. 47. SupermarketSarah Future Retail 2013 61
  48. 48. SupermarketSarah Future Retail 2013 62
  49. 49. SupermarketSarah Future Retail 2013 63
  50. 50. Too much choice Future Retail 2013
  51. 51. Think likean editor Future Retail 2013
  52. 52. Future Retail 2013
  53. 53. The AppLounge 2010Increase dwell time + + + Coffee Apps Accessories EventsA place to discoverapplications and servicesthat suit your personallifestyle? Future Retail 2013 68
  54. 54. Travel lifestyle collection
  55. 55. Curated digital lifestyle selections games iBooks entertainment education travel lifestyle utilities music magazines accessories
  56. 56. Curated digital lifestyle selections games urban voyager iBooks entertainment ... on the town education travel city dweller lifestyle kids in tow utilities music metro ware magazines ..... accessories
  57. 57. Apps iBooksAccessories
  58. 58. Applounge Website The AppLounge IT set up Server internet localApp Server inside AppLounge space (themed) local WiFi cloud mobile browser timed WiFi internet voucher portal access iTunes menu Store customer App- App Lounge App demoApp iPhone demo pages demo App page page client Mobile local iTunes download local WiFi Store Application App Server App- iTunes song Lounge local WiFi server Channel app coupon (themed) WiFi timed portal internet voucher Menu access client laptop Themed iTunes WiFi Channels Store app App- coupon Themed Lounge WiFi Channels Channel App demo page AppLounge Dashboard AppLounge portal iPads | iPhones | iPod Touches Menu collection Currently Playing Menu currently playing offer of the day AppLounge blackboard
  59. 59. TheBouncepadproduct andservicecompany Future Retail 2013 77
  60. 60. Lifestylecurator Future Retail 2013
  61. 61. grapedistrict Future Retail 2013 79
  62. 62. Future Retail 2013 80
  63. 63. Future Retail 2013 82
  64. 64. Future Retail 2013 83
  65. 65. Future Retail 2013 84
  66. 66. Engagement Explorative DON’T KNOW WHAT I WANT Transaction ExperienceProvide– Browsing– InspirationOffer– Awareness Focused Future Retail 2013 85
  67. 67. Engagement Explorative Transaction Experience KNOW WHAT I WANT Focused Future Retail 2013 86
  68. 68. Embrace hospitalityin your brand Future Retail 2013
  69. 69. Nespresso Club Future Retail 2013
  70. 70. Destination “shopping”
  71. 71. removing classification
  72. 72. Own yourcommunitynetwork Future Retail 2013
  73. 73. Coffee shopseverywhere
  74. 74. Alternative formshospitalityBike repair + cafeBookstore + cafeBookstore + restaurantFashion + barLaundry + cafeBank + design shopBank + work loungeBarber + nail studio + money transferInternet + cafe Future Retail 2013 94
  75. 75. UrbanprototypingBoxPark Future Retail 2013 95
  76. 76. UrbanprototypingBoxPark Future Retail 2013 96
  77. 77. UrbanprototypingBoxPark Future Retail 2013 97
  78. 78. What are the alternativeforms of hospitality? Future Retail 2013 98
  79. 79. Future Retail 2013 99
  80. 80. Engagement Explorative Transaction ExperienceProvide– Demonstrations– Immersion events– Try-vertising KNOW– Recommendation WHAT I WANTOffer– Learning & training Focused Future Retail 2013 100
  81. 81. From retail Explorativeto services Transaction Experience Focused Future Retail 2013 101
  82. 82. Retail Explorativejourney Transaction Experienceinterchangeablebricks & mortarand online Focused Future Retail 2013 102
  83. 83. Retail Explorativejourney Transaction Experienceinterchangeablebricks & mortarand online Focused Future Retail 2013 103
  84. 84. Retail Explorativejourney Transaction Experienceinterchangeablebricks & mortarand online Focused Future Retail 2013 104
  85. 85. Agile Commercefrom channels totouchpointsa evolvingvalue chain Future Retail 2013 105
  86. 86. Imagine... the digital lifestyle showroom digital wellbeing scenario 2006 - 2007 Future Retail 2013
  87. 87. the digital lifestyle showroom A visit to the digital lifestyle showroom on the high streetFuture Retail 2013
  88. 88. Pick up a shopping basket cardFuture Retail 2013
  89. 89. Use your card to collect “bookmarks” from displays for products and services you are interested in.Future Retail 2013
  90. 90. Review, edit and purchase items from your wish-list on a sales-kiosk in the showroom.Future Retail 2013
  91. 91. Use your shop card to access your wish- list from home and make purchases online.Future Retail 2013
  92. 92. Attend demonstrations ...Future Retail 2013
  93. 93. ... and skill workshopsFuture Retail 2013
  94. 94. Visit the showroom lounge with friends, enjoy a drink and discover new services together.Future Retail 2013
  95. 95. A place for online communities to meet in real life and share live events.Future Retail 2013
  96. 96. Touchpointsacross the discover explore learn more purchasecustomer discover lifestyle collections exposure explore product face time learn more skill workshop & hospitality purchase | stay in touch retail conduitjourney re-active lifestyle shopwindow product & service demo kiosks service demo lounge in-store online transaction kiosk shop entrance lifestyle guidance immersive lifestyle explorer friends & family introductions online coupon transaction touch and play showcases one-on-one Q&A instore pick-up home demos show and tell Future Retail 2013
  97. 97. The role ofeach touch pointneeds to be considered Future Retail 2013 117
  98. 98. MethodIntegrated retail design process Future Retail 2013 118
  99. 99. Nokia retailservicescenarios Future Retail 2013 119
  100. 100. Service 3Designcustomerjourneys3 Body-storming and Service enactmentMethod uses various approaches to develop and try outservice protocols. In these enactments we considerperson to person and user to device interactions. In thisexample different patient to medical professionaldialogues are explored for clinical settings, to understandthe roles at each stage of the patient engagement.4 User Journey and Path to Participation scoping. 4All stages of the lifetime engagement with the customerare considered. On a store level shorter cycles need tobe considered from repeat glances at the shop windowto the first time visit to gain information about a productand available services before purchase.The team defines requirements at each stage of therelationship with the customer, which at a later stagebecome the specifications for design implementation. Future Retail 2013 120
  101. 101. Nokia retailservicedesignblueprintsacrosstouchpoints Future Retail 2013 121
  102. 102. Service 7 9Designprototypingand rollout7 Early stage service evidencing props; integration ofdigital services with physical assets trials.Rapid high fidelity mock-ups to story board and validateservice concepts. In this case a pharmacy prescriptioncombined with an online data management tool. 88 Paper prototypesExploration to rapidly test a physical interaction conceptusing RFID to trigger content retrieval on retail kiosks.And exploring space requirements for Interior Architects.9 Testing prototype in-store with target customersHigh fidelity prototype of laser cut tablet mountingassembly, integrated with an online lifestyle catalog,allowing customers to try out apps, explore magazineand book content, learn about products on display Future Retail 2013 122
  103. 103. Service 10 11Designprototypingand rollout10 Behaviour prototypingCode level prototypes as part of the overallimplementation to test and adjust navigation and finetune the behaviour of interactive widgets11 Usability prototypingTesting of interfaces across different display types andtouch points to learn about limitations and understandopportunities. Future Retail 2013 123
  104. 104. Nokia globalretailredefininginteractiveretail Future Retail 2013 124
  105. 105. Nokia retailstaff training Future Retail 2013
  106. 106. Nokia retailanalyticsreacting tocustomerbehaviours Future Retail 2013
  107. 107. Brands need to havea narrative structure whichforms relationships betweendifferent touch points Future Retail 2013 127
  108. 108. —Think like an editor—Learn from fashion—Own your community—Adopt hospitality Future Retail 2013
  109. 109. Thanks10x10ChangingRetailCurrencyMethodAlexander Grünsteidl method.comDirector, Interaction Designalexander@Method.com digitalwellbeinglabs.com Future Retail 2013 129

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