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?

1. SPEAKER: JAMES FARNELL, RDI
CREATIVE DIRECTOR, BRAND EXPERIENCE STUDIO, LITTLE
RETAIL ASIA EXPO, HONG KONG, JUNE 2015
RE-THINK RETAIL

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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

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Expertise
RETAIL
SUPERMARKETS RESTAURANT & FOOD SERVICE SPECIALTY RETAIL
INTERIORS FASHION & APPAREL FINANCIAL

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Selected Client List
RETAIL

5. CREATING A
LOCAL RETAIL DESTINATION.

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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

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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 local destination?

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CONTENT
CONTEXT
COMMUNITY

11. CONTENT

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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

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‣ PERSONALIZATION / CO-CREATION

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‣ MAKER CULTURE

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‣ CURATED

19. ‣ BATCH PRODUCED

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‣ PERSONAL SERVICE

21. 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?

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

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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
1
5
4
3
2

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How do you remain consistent with
this degree of localization?

30. PORTLAND NEW YORK PARIS
SINGAPORE KYOTO KOREA

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Try-vertizing
Discover & purchase things in
the intimate context of a home
as well as to meet and learn
more about the creators

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Phygital
Digital show-rooming

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Interactive
Environments
Disrupting the experience
through a series of unexpected
moments

34. Hyper Play Spaces
& Laboratories /
Experimental

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Stage Setting

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The joy of the journey

37. 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

38. Create brand advocates.
The fundamental relationship between content, it’s
context & the surrounding community must be strong
to create a successful retail destination.

39. Storytelling /
Educational
Creating an emotional
connection with the customer

40. MOVIE CLIP | DALZIEL + POW, ‘PLAYFUL INTERACTION’ HTTPS://YOUTU.BE/P_BEA6DSWLE

41. COMMUNITY

42. Anthropological
A growing appetite for retail with a more
culturally enriching, harder-to-come-by,
experiential accent.

44. Local
Providing local staff & customers with a sense of
ownership and belonging.

46. Social
The physical store remains a key platform for
experiential, communal brand experiences –
spurring sales across other channels.

48. Se·mi·ot·ics
Customers want a story - they are searching for
meaning - greater depth to brands and the
products they choose.

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Storytelling / Educational
meaning, 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.

51. 5
TAKEAWAYS

52. 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.

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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.

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Download
Visit www.littleonline.com/think/rethink-retail-localize
for a digital download of this presentation

56. CONTACT: JAMES FARNELL, RDI
CREATIVE DIRECTOR, BRAND EXPERIENCE STUDIO, LITTLE
JFARNELL@LITTLEONLINE.COM