Notes on Designing and Crafting Digital Experiences for Retail

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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.

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Notes on Designing and Crafting Digital Experiences for Retail

  1. 1. Finding the right balance:The path to in-store engagementPresented at the AdClub Lures of Retail eventJune 26, 2012New Balance + Almighty / The AdClub / Lures of Retail
  2. 2. Ian FitzpatrickResearch at Almighty@ianfitzpatrickNew Balance + Almighty / The AdClub / Lures of Retail / Presenter / Him
  3. 3. Stacey HoweGlobal Digital Marketing at New Balance@loverunningmoreNew Balance + Almighty / The AdClub / Lures of Retail / Presenter / Her
  4. 4. Together, this year, our teams built anRFID-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 digitalcontent experiences for retail, there are atleast seven things worth considering(probably more):New Balance + Almighty / The AdClub / Lures of Retail / Considerations
  10. 10. Human FactorsContent DevelopmentContent RolloutContent ManagementMaintenanceMeasurementIterationNew Balance + Almighty / The AdClub / Lures of Retail / Considerations
  11. 11. We could (and probably should) wrap anentire day around any one of these topics.New Balance + Almighty / The AdClub / Lures of Retail / Considerations / Caveat
  12. 12. Human FactorsDoes this experience have a natural homeconducive to the manner(s) in which weimagine it will be used?
  13. 13. More than any other factor, the space inwhich an experience lives will shapetechnology decisions.New Balance + Almighty / The AdClub / Lures of Retail / Human Factors / Ian Fitzpatrick
  14. 14. When introducing a new digital experienceto consumers, be sure to maintain thesame interaction rules that guide yourother initiatives.For us, it’s the ‘5 second rule.’New Balance + Almighty / The AdClub / Lures of Retail / Human Factors / Stacey Howe
  15. 15. Content DevelopmentWhat is it going to take for us to createcontent that will power this experienceboth at launch and going forward?
  16. 16. The adaptation conundrum: contentapproaches that drive brand consistencyand cost efficiencies tend to constrainlocalization and the opportunity foremotional 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 delivermeaning + value.New Balance + Almighty / The AdClub / Lures of Retail / Content Development / Ian Fitzpatrick
  18. 18. Content RolloutWhat is the relationship between theexperience we’re building and theproducts in our store? How does thischange over time?
  19. 19. The ability to scale an experience will belimited in-part by its capacity to adapt toevolving product mix.New Balance + Almighty / The AdClub / Lures of Retail / Content Rollout / Ian Fitzpatrick
  20. 20. The ability to scale an experience will befurther limited by the organization’scapacity to respond to the uniquebehavioral characteristics of the targetconsumer.New Balance + Almighty / The AdClub / Lures of Retail / Content Rollout / Stacey Howe
  21. 21. Content ManagementHow are we going to evolve the contentthat comprises this experience, who willdo it, and how will we help them?
  22. 22. Content management is about ensuring aconsistently-valuable and purposefulexperience for consumers who interactwith 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 contentmanagement solution hinges on access,not functionality.New Balance + Almighty / The AdClub / Lures of Retail / Content Management / Ian Fitzpatrick
  24. 24. MaintenanceWhat happens when things break? Whathappens when systems change?
  25. 25. Increasingly, maintenance will meanadapting to evolving systems (not justfixing stuff).New Balance + Almighty / The AdClub / Lures of Retail / Maintenance / Ian Fitzpatrick
  26. 26. The further the technology requires thatassociates depart from their core jobfunction, the greater the exposure to risk(and failure).New Balance + Almighty / The AdClub / Lures of Retail / Maintenance / Stacey Howe
  27. 27. MeasurementHow will we measure success? How willwe benchmark against metrics that don’thave standards?
  28. 28. The metrics most likely reported to thebroader organization are typically not themost important to understand and actupon.New Balance + Almighty / The AdClub / Lures of Retail / Measurement / Stacey Howe
  29. 29. Designing measurement must become anintegral part of designing experiences.New Balance + Almighty / The AdClub / Lures of Retail / Measurement / Ian Fitzpatrick
  30. 30. IterationDo we have a plan for the way(s) in whichthis is going to evolve, or are we going toreplace it with something newer andbetter?
  31. 31. As with product innovation, marketinginnovation needs to be planned, nurturedand 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 theenabler.New Balance + Almighty / The AdClub / Lures of Retail / Remember This
  34. 34. Parting thought #2:A successful experience will have purposefor both the retailer and the customer.New Balance + Almighty / The AdClub / Lures of Retail / Remember This
  35. 35. Parting follows:@loverunningmore@ianfitzpatrick

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