Successfully reported this slideshow.
Your SlideShare is downloading. ×

Notes on Designing and Crafting Digital Experiences for Retail

Notes on Designing and Crafting Digital Experiences for Retail

Download to read offline

Slides from a presentation I gave with Stacey Howe of Global Digital Brand Marketing at New Balance on the design of digital content experiences for retail environments at the AdClub's 'Lures of Retail' summit on June 26, 2012.

Slides from a presentation I gave with Stacey Howe of Global Digital Brand Marketing at New Balance on the design of digital content experiences for retail environments at the AdClub's 'Lures of Retail' summit on June 26, 2012.

More Related Content

Notes on Designing and Crafting Digital Experiences for Retail

  1. 1. Finding the right balance: The path to in-store engagement Presented at the AdClub Lures of Retail event June 26, 2012 New Balance + Almighty / The AdClub / Lures of Retail
  2. 2. Ian Fitzpatrick Research at Almighty @ianfitzpatrick New Balance + Almighty / The AdClub / Lures of Retail / Presenter / Him
  3. 3. Stacey Howe Global Digital Marketing at New Balance @loverunningmore New Balance + Almighty / The AdClub / Lures of Retail / Presenter / Her
  4. 4. Together, this year, our teams built an RFID-powered shoe wall. New Balance + Almighty / The AdClub / Lures of Retail / Why Us?
  5. 5. New Balance + Almighty / The AdClub / Lures of Retail / Shoe Wall / Prototype Sketch
  6. 6. New Balance + Almighty / The AdClub / Lures of Retail / Shoe Wall / Installation
  7. 7. New Balance + Almighty / The AdClub / Lures of Retail / Shoe Wall / Call to Action
  8. 8. New Balance + Almighty / The AdClub / Lures of Retail / Shoe Wall / Drive to Retail
  9. 9. When designing and building digital content experiences for retail, there are at least seven things worth considering (probably more): New Balance + Almighty / The AdClub / Lures of Retail / Considerations
  10. 10. Human Factors Content Development Content Rollout Content Management Maintenance Measurement Iteration New Balance + Almighty / The AdClub / Lures of Retail / Considerations
  11. 11. We could (and probably should) wrap an entire day around any one of these topics. New Balance + Almighty / The AdClub / Lures of Retail / Considerations / Caveat
  12. 12. Human Factors Does this experience have a natural home conducive to the manner(s) in which we imagine it will be used?
  13. 13. More than any other factor, the space in which an experience lives will shape technology decisions. New Balance + Almighty / The AdClub / Lures of Retail / Human Factors / Ian Fitzpatrick
  14. 14. When introducing a new digital experience to consumers, be sure to maintain the same interaction rules that guide your other initiatives. For us, it’s the ‘5 second rule.’ New Balance + Almighty / The AdClub / Lures of Retail / Human Factors / Stacey Howe
  15. 15. Content Development What is it going to take for us to create content that will power this experience both at launch and going forward?
  16. 16. The adaptation conundrum: content approaches that drive brand consistency and cost efficiencies tend to constrain localization and the opportunity for emotional relevance. New Balance + Almighty / The AdClub / Lures of Retail / Content Development / Stacey Howe
  17. 17. Local + Social is sexy, but is heavily- dependent on context in order to deliver meaning + value. New Balance + Almighty / The AdClub / Lures of Retail / Content Development / Ian Fitzpatrick
  18. 18. Content Rollout What is the relationship between the experience we’re building and the products in our store? How does this change over time?
  19. 19. The ability to scale an experience will be limited in-part by its capacity to adapt to evolving product mix. New Balance + Almighty / The AdClub / Lures of Retail / Content Rollout / Ian Fitzpatrick
  20. 20. The ability to scale an experience will be further limited by the organization’s capacity to respond to the unique behavioral characteristics of the target consumer. New Balance + Almighty / The AdClub / Lures of Retail / Content Rollout / Stacey Howe
  21. 21. Content Management How are we going to evolve the content that comprises this experience, who will do it, and how will we help them?
  22. 22. Content management is about ensuring a consistently-valuable and purposeful experience for consumers who interact with the brand at different touch points. New Balance + Almighty / The AdClub / Lures of Retail / Content Management / Stacey Howe
  23. 23. The success of a retail technology content management solution hinges on access, not functionality. New Balance + Almighty / The AdClub / Lures of Retail / Content Management / Ian Fitzpatrick
  24. 24. Maintenance What happens when things break? What happens when systems change?
  25. 25. Increasingly, maintenance will mean adapting to evolving systems (not just fixing stuff). New Balance + Almighty / The AdClub / Lures of Retail / Maintenance / Ian Fitzpatrick
  26. 26. The further the technology requires that associates depart from their core job function, the greater the exposure to risk (and failure). New Balance + Almighty / The AdClub / Lures of Retail / Maintenance / Stacey Howe
  27. 27. Measurement How will we measure success? How will we benchmark against metrics that don’t have standards?
  28. 28. The metrics most likely reported to the broader organization are typically not the most important to understand and act upon. New Balance + Almighty / The AdClub / Lures of Retail / Measurement / Stacey Howe
  29. 29. Designing measurement must become an integral part of designing experiences. New Balance + Almighty / The AdClub / Lures of Retail / Measurement / Ian Fitzpatrick
  30. 30. Iteration Do we have a plan for the way(s) in which this is going to evolve, or are we going to replace it with something newer and better?
  31. 31. As with product innovation, marketing innovation needs to be planned, nurtured and cultivated. New Balance + Almighty / The AdClub / Lures of Retail / Iteration / Stacey Howe
  32. 32. Iterate the experience, not the technology. New Balance + Almighty / The AdClub / Lures of Retail / Iteration / Ian Fitzpatrick
  33. 33. Parting thought #1: Technology is not the answer, it is the enabler. New Balance + Almighty / The AdClub / Lures of Retail / Remember This
  34. 34. Parting thought #2: A successful experience will have purpose for both the retailer and the customer. New Balance + Almighty / The AdClub / Lures of Retail / Remember This
  35. 35. Parting follows: @loverunningmore @ianfitzpatrick

×