My Keynote during the 2017 ICSC Canadian Convention on moving from Points of Sales towards Points of Engagements. In an ever faster changing world physical is still alive as long as retailers are changing towards the needs of their customers. Make a difference by adding expertise and experience.

1. Retail in Transition
Moving to Points of Engagement

2. Global Alliance of Retail Experts
25 mature and emerging markets
33 of the Top 50 retailers worldwide
28 of the Top 50 retailers in Europe
24 of the Top 50 retailers in the US
21 of the Top 50 manufacturers worldwide

3. Retail in Transition
Boxtel 1963 Seattle 2017

4. Retail development
Development in retail:
▪ Efficiency
▪ Expertise
▪ Experience
The blend and balancing of these key
elements creates a differentiated model
Expertise
Efficiency Experience
Retail Development

5. Points of Sale
▪ The earlier fifties: retail was a supply driven
business
▪ Brands & retailers use Point of Sale
marketing to convince consumers to be
selected
▪ Retailers at this stage won through efficiency
and suppliers winning at the Point of Sale
Expertise
Efficiency Experience
Retail Development
PoS

6. Points of Purchase
▪ Power shifted form the supplier to the retailer in
a more competitive market
▪ Efficiencies have become the basic ingredient
for all retailers
▪ Retailers & brands start Point of Purchase
marketing to stand out from the crowd
▪ Retailers need to differentiate themselves
from others on experience and expertise
Expertise
Efficiency Experience
Retail Development
PoS
PoP

7. Is there still space for physical retail?
YES!

8. Points of Engagement
▪ The power shifted again, now the customer is in charge
▪ Retail now needs to change from transactional environments to attractional environments
▪ Retailers have to add more experience and expertise to create a difference
▪ Retailers must not only compete with offline competition but also compete with online

9. But we will need to introduce a third layer of marketing:
▪ The power shifted again, now the customer is
in charge
▪ Retailers & brands start moving from
transactional to attractional environments
▪ Retailers have to add more experience and
expertises to create a difference
▪ Retailers must not only compete with offline
competition but also compete with online
Points of Engagement
Expertise
Efficiency Experience
Retail Development
PoS
PoP
PoE

10. How can we move to a Point of Engagement?
▪ Adding values on either or both the dimensions: experience and expertise
▪ Stores are becoming much more than just the place where customers transact
▪ Options to express this seem to be endless…

11. Expertise:
the right people make the difference
Educator
Guide
Trainer
Entertainer
Fixer/
producer
Designer
Expertise

12. The stores as classroom, the customers as
students and the staff member as educator
Educator

13. The stores as classroom, the customers as
students and the staff member as educator
Educator

14. Trainer
The store as your fitness club with the staff
member as your personal trainer

15. Trainer
The store as your fitness club with the staff
member as your personal trainer

16. The store as theatre, the staff member as cast
member and the customer as their audience
Entertainer

17. The store as theatre, the staff member as cast
member and the customer as their audience
Entertainer

18. The store becomes a platform for product selection
with the (virtual) staff member as your guide
Guide

19. The store becomes a platform for product selection
with the (virtual) staff member as your guide
Guide

20. The store as the workshop where staff members
products manufacture, grow or fix
Fixer/producer

21. The store as the workshop where staff members
products manufacture, grow or fix
Fixer/producer

22. The store as a workshop and the staff member as
artist
Designer

23. The store as a workshop and the staff member as
artist
Designer

24. Experience:
the right environment makes the difference
Evaluate
Learn
Exercise
Expression
Create
Experiment
Experience

25. Evaluate
Give customers the chance to try and test the real
products

26. Evaluate
Give customers the chance to try and test the real
products

27. Learn
Give customers a chance to get more out of their
purchase

28. Learn
Give customers a chance to get more out of their
purchase

29. Exercise
Give customers the chance of training together
with peers

30. Exercise
Give customers the chance of training together
with peers

31. Expression
Give customers the chance to share their
capabilities and thoughts with the other customers

32. Expression
Give customers the chance to share their
capabilities and thoughts with the other customers

33. Create
Give customers the chance of creating their own
personalized products

34. Create
Give customers the chance of creating their own
personalized products

35. Experiment
Give customers and staff members the chance for
experimentation

36. Experiment
Give customers and staff members the chance for
experimentation

37. Expertise
Efficiency Experience

38. "Imagination is more
important than
knowledge. Knowledge is
limited. Imagination
encircles the world.”
~ Albert Einstein

39. Interest in the report?
Contact Frank Quix via
fquix@qanda.nl
@frankquix
Office +31 33 2454637
Mobile +31 6 55825887
www.qanda.nl

40. Bunte Schoko Welt – Ritter Sport

41. Dyson Demo

42. YUN LAB

43. ME for YOU

44. Globetrotter

45. Eataly

46. Apple

47. Sonos

48. Converse

49. Pirch

50. Rapha Cycling Club

51. YouTube store

52. Nike+ Run Club

53. Samsung 837

54. Starbucks Roastery

55. Magnum Pleasure Store

56. "Imagination is more
important than
knowledge. Knowledge is
limited. Imagination
encircles the world.”
~ Albert Einstein

57. Interest in the report?
Contact Frank Quix via
fquix@qanda.nl
@frankquix
Office +31 33 2454637
Mobile +31 6 55825887
www.qanda.nl