Designing Next Gen Retail Places

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Designing Next Gen Retail Places

  1. 1. Designing and Buildingthe Next Generation of Retail Stores Alen Puaca
  2. 2. AGENDA Is there a problem with (wireless) bricks & mortar? Clicks Bricks What is the Next Generation of Retail Stores? What is Brand (Experience)? 5 Checkpoints for Next Generation Stores Convenience Experience
  3. 3. Once upon a time…
  4. 4. Mobile phone isa Mickey Mouse of today - has universal appeal
  5. 5. Mobile phone is a Mickey Mouse of today - has universal appeal! Good news You are in this industry! Bad news Everybody else want to be here too: big boxes, convenience stores, departments stores, grocery stores… online retailers
  6. 6. Is there a problem with today’s wireless retail?
  7. 7. ClicksZMOT
  8. 8. Clicks BricksZMOT DEL
  9. 9. Zero Moment of Truth
  10. 10. Zero Moment of Truth
  11. 11. Zero Moment of Truth ! Online and in real time ! Consumer is in control ! Emotional ! Conversational
  12. 12. Dreaming Model introduced by FITCH, globalExploring design consultancy agency with 12Locating offices around the globe.Shopping is anywhere,anytime. Customer switchesbetween 3 mindsetsconstantly, whether online,in-store or out of store
  13. 13. DreamingIn this mindstate, shoppers actively look for newideas and inspiration. They want to learnsomething new, and have fun doing it.
  14. 14. DreamingIn this mindstate, shoppers actively look for newideas and inspiration. They want to learnsomething new, and have fun doing it.
  15. 15. ExploringHere, the shopper is still open-minded, has fewoptions in mind but are open to suggestions. Theywant to browse easily, find more information andnarrow their choices down.
  16. 16. ExploringHere, the shopper is still open-minded, has fewoptions in mind but are open to suggestions. Theywant to browse easily, find more information andnarrow their choices down.
  17. 17. ExploringHere, the shopper is still open-minded, has fewoptions in mind but are open to suggestions. Theywant to browse easily, find more information andnarrow their choices down.
  18. 18. LocatingIn this mindstate, shoppers look for a specific thingwhich they want it to be easy to find. Price plays abig role here.
  19. 19. Current Bricks andMortar state! Locating was enough, not anymore! Exploring is the new differentiator! Dreaming is still largely untapped
  20. 20. Is there a problem with (wireless) bricks & mortar? Clicks BricksWhat is the Next Generation of Retail Stores? What is Brand (Experience)? 5 Checkpoints for Next Gen StoresConvenience Experience
  21. 21. Deloitte Store 3.0 “ The role of the In fact, 85% of physical space is respondents indicated shifting from a that in five years,1.  Quality Products! transactional model providing customers2.  Personalization! experiential to an with a compelling one, in which3.  Retailer as a Brand! brand experience will customers have a become a primary role personalized of the store, eclipsing experience with the traditional shopping brand. (79%)
  22. 22. Brand Clarity, Consistency, Character Clarity, Consistency, Big Idea“Enabling communication between people”
  23. 23. 5 checkpoint for Next Generation Retail Stores CONVENIENCE ONLINE IN-STORE RELATIONSHIP EXPERIENCE CHECKOUT ANYWHERE IN-STORE EDUTAINMENT SOCIAL HUB
  24. 24. AT&T store video
  25. 25. Online In-Store! Full personalization with efficient Locating and Exploring with or without sales rep! Immediate, contextual and transparent product information, price, reviews! Finding, paying and taking away the product in seconds! If not in stock, allowing immediate ordering, drop ship or collect in store
  26. 26. Relationship TRUST
  27. 27. Checkout Anywhere! Best in-store experience can be wiped out by bad checkout experience •  Mobile POS •  Mobile payments •  Contactless payments (NFC)
  28. 28. Checkpoints that extend to EXPERIENCE model
  29. 29. In-store edutainment! Education, Entertainment! Play Environments - utilize tablets, TV, phones with variety of apps, for all demographics! Engage as much senses as possible, vision, hearing, touch…! Give them reason to relax, be engaged and be in Dreaming state of mind! Tutorials, advice, quick fixes – be generous and promote it
  30. 30. “What attracts people most, itwould appear, is other people.” William H. White
  31. 31. Social Hub•  Shopping is still a social experience, one of people’s favorite pastime and ways to relax•  Sociability is one of the qualities of successful public places•  Other qualities: accessibility, uses/activities and comfort/image
  32. 32. RelaxationIncreasesMonetaryValuation“Relaxedparticipants bidabout 11% higherfor a digitalcamera thanless-relaxedparticipants.”Columbia University2011
  33. 33. RelaxationIncreasesMonetaryValuation“Relaxedparticipants bidabout 11% higherfor a digitalcamera thanless-relaxedparticipants.”Columbia University2011
  34. 34. “The amount of time a shopperspends in a store is an importantfactor in determining how much hewill buy. Over and over again, ourstudies have shown a directrelationship between thosenumbers.”Paco Underhill, EnviroSell
  35. 35. “The amount of time a shopperspends in a store is an importantfactor in determining how much hewill buy. Over and over again, ourstudies have shown a directrelationship between thosenumbers.”Paco Underhill, EnviroSell
  36. 36. Social Hub•  Have flex space that can be used for sales as well as other uses and events•  Think wide demographic•  Consider seating•  In store design (if not carrier constrained) consider biophilic design elements•  Be local
  37. 37. Social Hub! Main message - WE CARE! Positive vibe inspires and motivates staff! People love to SHARE good experiences
  38. 38. “Digital word of mouth is one-to-millions. If you have a good experience, it’s shared and re-shared with millions. You post it and suddenly, it’s flying.” Prof. Dave Reibstein, The Wharton School
  39. 39. Metrics
  40. 40. ! Learn more - check the 5 part blog on iQmetrix.com! Share your thoughts, designs and practice with us, lets make tools together! alenp@iQmetrix.com
  41. 41. iQmetrix.com | 1.866.iQmetrix © 2011 iQmetrix. All right reserved. iQmetrix, the iQmetrix logo, RQ4 and other trademarks, service marks, anddesigns referenced in this material are the exclusive property of iQmetrix Software Development Corp. and/or its subsidiaries.

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