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Explores ways in which retailers can make the most of their stores to help deliver their brandRead RetailOasis' latest reports at www.retailoasis.com
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Building brands with bricks and mortar
Retail is a wonderful world!
1. Why you need to build wonderful worlds
2. Who’s building wonderful worlds
3. How you can build a wonderful world
Why you need to build wonderful worlds
We live in a sophisticating world
Why build wonderful worlds
1. Sophisticating consumer/sharper, wiser
2. Sophisticating media landscape
3. Sophisticating competition/direct, indirect
1. Customers today:– Know it all– Are up with the latest– Want things yesterday– Demand great design
2. Great price and quality are ‘hygiene factors’
3. 59% have all the material things they need
4. Recession is an accelerator
*Source: Fitch/Chain Store Age, May 2006
Sophisticating media landscape
The media landscape has exploded and sophisticated
Source: CEASA Report YE 31 December 2005: data represented in $AU M
The growth is in ‘me media’
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Internet $85 $80 $167 $236 $388 $647
Pay TV $40 $55 $74 $93 $123 $160
Cinema $69 $64 $58 $66 $74 $83
Outdoor/Transit $276 $271 $261 $297 $328 $357
Radio $684 $695 $702 $737 $841 $890
TV $2,746 $2,490 $2,592 $2,923 $3,142 $3,335
Mags $971 $889 $988 $1,057 $1,191 $1,298
Press $3,184 $2,946 $2,739 $3,000 $3,341 $3,564
2000 2001 2002 2003 2004 2005
Time spent online continues to grow
1.8
3.3
3.3
3.0
6.1
6.8
6.7
10.9
9.4
2.1
3.3
3.4
3.5
3.6
6.0
7.9
7.6
10.7
2.3
2.8
2.9
3.7
4.5
4.0
5.9
6.0
8.1
9.1
10.0
10.2
11.7
5.4
8.8
1.4
5.8
8.8
2.6
11.0
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Reading magazines
Reading newspapers
Accessing the Internet at work
Playing console games
Playing computer games
Watching DVDs/Videos
Reading a book
Exercising
Listening to music/CD
Accessing the Internet
Watching Pay TV
Watching TV
Listening to the radio
Average hours per week
On average, how many hours do you spend on each of the following?Base: Australian adults aged 16 plus who use the Internet (n=500)
Simultaneous usage growing
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
% A
ustra
lian
adul
ts
All the time 7% 8% 4% 6%
Often 13% 11% 4% 5%
Sometimes 14% 20% 13% 36%
Never 66% 60% 80% 53%
Don't know 1% 0% 1% 1%
Using Internet and TV
Using Internet and listening to Radio
Be listening to Internet radio or
Podcasts
Be using your mobile
When using the Internet, how often will you also….Base: Australian adults aged 16 plus who use the Internet (n=500)
Sophisticating competition
The changing shopper dynamic
Trade-Up “Where I care”
Trade-Down “Where I need to”
The middle market is disappearing
Lower end continues to smarten up
Was Is
B&M
Bodycare
Primark
‘Pop Up’ Store
UNIQLO
• http://www.uniqlo.jp/uniqlock/• http://www.uniqlo.com/utloop/
Why you need to build wonderful worlds
1. Retail space is the ultimate consumer interaction touch point
2. Retail space is the ultimate 4D media space
3. Retail space is the place where you get to express your brand
Who’s building wonderful worlds
TOPSHOP
TOPSHOP
KWIK E MART
KWIK E MART
KWIK E MART
KWIK E MART
KWIK E MART
KWIK E MART
KWIK E MART
KWIK E MART
Dior Homme
Dior Homme
H&M
House of Hoops
Nike, London
The Quarter Pounder Store, Japan
VillaModa
SNOG, Soho
Aesop
Bape: A Bathing Ape
Kymka
Sevva
Villa Sofa
Best Buylayout
magnolia entertainment lounge
home entertainment
speakers
TV’s
gadgets
white goods
floor carefurniture
computers
computer peripheralsmobile
entertainment
music
customer service
checkouts
DVDs
games
digital photography
software
assistance
kids
mobile phones
mobile music
entry/ exit
Best Buy layout
WOW & NOW
How you can build a wonderful world
Know your customerKnow how they behave Identify with them Understand the competitive environment Know the future trends and opportunitiesBe brave … go further than you thinkIdentify key consumer touch points & influence
The 9 steps to building a wonderful world
1.Attract attention2.Entice & seduce3.Make it WOW4.Explore & navigate5.Find & discover6.Inform & secure7.Add value8.Close with confidence9.Reasons to return
Attract Attention
1
Make itwow!
3
Explore &Navigate
4
Find & Discover
5
Inform &Secure
6
Close withconfidence
8
Reasonsto return
9
The customer journey
Entice &Seduce
2
Add value
7
30m
The customer journey
1. Attract attention
Champs Elysees, Paris
2. Entice & seduce
3. Make it WOW
4. Explore & Navigate
5. Find & Discover
6. Inform & Secure
7. Add value
8. Close with confidence
9. Reasons to return
Attract Attention
1
Make itwow!
3
Explore &Navigate
4
Find & Discover
5
Inform &Secure
6
Close withconfidence
8
Reasonsto return
9
The customer journey
Entice &Seduce
2
Add value
7
30m
Strategic approach
Identity Experience
Idea
In Summary…
1.Today’s sophisticating consumer and competitive landscape demands all retailers build wonderful worlds2.The world’s most successful retailers have built wonderful worlds3.To build a wonderful world you need to first identify your brand’s core idea, second articulate its identity and then follow the nine step process to creating the experience
Retail is a wonderful world!
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