Alasdair Lennox Exec Creative Director EMEA

FITCH Retail and Brand Design Consultants

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Retail experience: diagnostic & solutions

How to identify customer pain points and create agile solutions that will ensure long term health for your brand.

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#OOR2016 #FITCHAgileRetail @FITCHdesign @isawthismorning www.slideshare.net/FITCH_design/presentations

How do you innovate in retail at scale, in a time of crisis?

Continuous innovation is the only protection against disruption

Continuous innovation with Carphone Warehouse - UK

All touch-points of the customer buying journey analysed

All shopper pain points and broken connections identified Opportunities identified for; A more seamless experience Pause & resume not restart Preventing ‘walk outs’ or ‘pirouettes’ in-store Cross sale opportunities with new product displays Reduced head count in-store Cost savings in store construction etc.

Where

Look?

Should

We

Agile work streams:  Physical: Next retail fixture for new innovative products i.e. wearables Moving accessory range to be adjacent to Click 'n Collect point Introduce new paid services to store i.e. repairs and training Simplify in-store communication hierarchy Human: Define staff tasks and locations - remove overlap of staff Empower staff with product knowledge via tablets Optimise service quantity throughout all opening hours Digital: Connect online configurator to in-store configurator display Create a 'check-in' upon store arrival to CRM platform Deliver window and in-store dynamic digital content  

PHYSICAL

HUMAN

DIGITAL

Continuous innovation doesn’t have to mean: A three/five year project length Rolling out the same store, identically Enormous CAPEX Fully reliant on technology landing Handicapped by legacy IT infrastructure

What if instead of a single brief for a ‘store of the future’ Retailers generate x10 mini briefs or x20 micro briefs? And what if, because of their size, they could be executed in record time? Getting them live in store in weeks not months or years..

FITCH have adapting our thinking to creating AGILE retail for our clients; Sprint Cycles of x30 days design Rapid prototyping of fixtures & digital Real-time research live and in-store ongoing New tools to allow us to track and monitor - customer behavior and respond rapidly Road Mapping etc.

In Summary: •  Diagnose problems in your customer journey •  Create new innovative, creative solutions •  Move quickly to market with agile process Because continuous innovation is the only protection against disruption

Thank you #OOR2016 #FITCHAgileRetail @FITCHdesign @isawthismorning www.slideshare.net/FITCH_design/presentations