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Re-Think Retail : Localize

In a constantly connected world obsessed with the next ‘update’ or ‘filtered selfie’, customers are seeking experiences that are more meaningful, products that represent their values and brands that create a positive impact on the neighborhood around us. The ‘anti-prototype’ is a push for more localized, authentic, & ‘active’ spaces through which to engage with one another. Our response to this requires a more ‘anthropological’ approach - one that harnesses the collective strength of retail’s combined disciplines to satisfy our converging lifestyles. This session will explore ways in which to connect with people where they live by unleashing the power of design to transform lives in the neighborhoods where shoppers, workers & students live.

What can we do to surprise & delight customers? What would an ‘unfiltered’ experience feel like? Is it too late to slow down, re-engage our senses and can a store be a catalyst that creates positive friction in the community?

Re-Think Retail : Localize

  1. SPEAKER: JAMES FARNELL, RDI CREATIVE DIRECTOR, BRAND EXPERIENCE STUDIO, LITTLE RETAIL ASIA EXPO, HONG KONG, JUNE 2015 RE-THINK RETAIL
  2. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 2 Overview LITTLE 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 02 03 01 05 06 04
  3. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 3 Expertise RETAIL SUPERMARKETS RESTAURANT & FOOD SERVICE SPECIALTY RETAIL INTERIORS FASHION & APPAREL FINANCIAL
  4. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 4 Selected Client List RETAIL
  5. CREATING A LOCAL RETAIL DESTINATION.
  6. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 6 Omni-experience THE NEW JOURNEY 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 © LITTLE 2015
  7. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 7
  8. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 8 It is becoming more difficult to differentiate and to increase customer loyalty. The ultimate differentiator is experience.
  9. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 9 What makes a local destination?
  10. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 10 CONTENT CONTEXT COMMUNITY
  11. CONTENT
  12. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 12 How can you foster a desire for customers to experience your product or service?
  13. ‣ PURPOSE
  14. ‣ LIMITED / LOCALIZED
  15. ‣ CUSTOMIZED MOVIE CLIP 37SECS ‘REEBOK ‘LOCAL INK’ HTTPS://WWW.YOUTUBE.COM/WATCH?V=HL8IH-SFDT0
  16. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 16 ‣ PERSONALIZATION / CO-CREATION
  17. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 17 ‣ MAKER CULTURE
  18. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 18 ‣ CURATED
  19. ‣ BATCH PRODUCED
  20. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 20 ‣ PERSONAL SERVICE
  21. CONTEXT
  22. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 22 How can you develop a meaningful relationship with your customer by engaging their senses to create an emotional connection with your brand?
  23. Engaging the Senses Providing a variety of
 touch-points.
  24. Creating an Immersive Experience Connecting the indoors & outdoors
  25. An active space Place the product in context and allow the customer to test it out
  26. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 26 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.
  27. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 28 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 1 5 4 3 2
  28. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 29 How do you remain consistent with this degree of localization?
  29. PORTLAND NEW YORK PARIS SINGAPORE KYOTO KOREA
  30. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 31 Try-vertizing Discover & purchase things in the intimate context of a home as well as to meet and learn more about the creators
  31. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 32 Phygital Digital show-rooming
  32. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 33 Interactive Environments Disrupting the experience through a series of unexpected moments
  33. Hyper Play Spaces & Laboratories / Experimental
  34. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 35 Stage Setting
  35. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 36 The joy of the journey
  36. 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
  37. Create brand advocates. The fundamental relationship between content, it’s context & the surrounding community must be strong to create a successful retail destination.
  38. Storytelling / Educational Creating an emotional connection with the customer
  39. MOVIE CLIP | DALZIEL + POW, ‘PLAYFUL INTERACTION’ HTTPS://YOUTU.BE/P_BEA6DSWLE
  40. COMMUNITY
  41. Anthropological A growing appetite for retail with a more culturally enriching, harder-to-come-by, experiential accent.
  42. Local Providing local staff & customers with a sense of ownership and belonging.
  43. Social The physical store remains a key platform for experiential, communal brand experiences – spurring sales across other channels.
  44. Se·mi·ot·ics Customers want a story - they are searching for meaning - greater depth to brands and the products they choose.
  45. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 49 Storytelling / Educational meaning, place making, story & depth, richer experiences
  46. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 50 A transformation of the retail journey, slow stores will offer an antidote to many consumers’ hyper-connected, over-stimulated lives.
  47. 5 TAKEAWAYS
  48. Enriched.1 2 3 4 5 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.
  49. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 53 A localized design brings you closer to the community and your customers closer to your brand.
  50. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 54 Explore ways to 
 implement change. To stay fresh in front of the customer and to maintain momentum in a rapidly changing world.
  51. www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 55 Download Visit www.littleonline.com/think/rethink-retail-localize for a digital download of this presentation
  52. CONTACT: JAMES FARNELL, RDI CREATIVE DIRECTOR, BRAND EXPERIENCE STUDIO, LITTLE JFARNELL@LITTLEONLINE.COM

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In a constantly connected world obsessed with the next ‘update’ or ‘filtered selfie’, customers are seeking experiences that are more meaningful, products that represent their values and brands that create a positive impact on the neighborhood around us. The ‘anti-prototype’ is a push for more localized, authentic, & ‘active’ spaces through which to engage with one another. Our response to this requires a more ‘anthropological’ approach - one that harnesses the collective strength of retail’s combined disciplines to satisfy our converging lifestyles. This session will explore ways in which to connect with people where they live by unleashing the power of design to transform lives in the neighborhoods where shoppers, workers & students live. What can we do to surprise & delight customers? What would an ‘unfiltered’ experience feel like? Is it too late to slow down, re-engage our senses and can a store be a catalyst that creates positive friction in the community?

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