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THE
MORTARBRICK AND
BEST OF
DESIGN AND DESIRE
INRETAIL’S NEW PARADIGM
AROADMAP
TOTHE FUTURE
HOW DO WE GET THERE? BARNEYS
INNOVATION AND TECHNOLOGY ARE THE DRIVERS OF PROSPERITY
THE STEAM ENGINE
INNOVATION AND TECHNOLOGY ARE THE DRIVERS OF PROFITABILITY
ELECTRICITY
INNOVATION AND TECHNOLOGY ARE THE DRIVERS OF PROFITABILITY
THE TRANSISTOR
INNOVATION AND TECHNOLOGY ARE THE DRIVERS OF PROFITABILITY
THE LAZER
INNOVATION AND TECHNOLOGY ARE THE DRIVERS OF PROFITABILITY
THE MICRO CHIP
INNOVATION AND TECHNOLOGY ARE THE DRIVERS OF PROFITABILITY
THE COMPUTER
INNOVATION AND TECHNOLOGY ARE THE ENGINES OF SUCCESS
AS WE ALL BOARD THE TECHNO-TRAIN WE MUST REMEMBER…
SAMSUNG
DRIVES DESIRE
D E S I G N
12
E S I G N
N T I C E S
T I M U L A T E S
N S P I R E S
E A C T I O N
M O T I O N
D E S I R E
BARNEYS
13
EMOTIONELEVATES CRAFT INTO THE REALM OF ART
EMOTION ELEVATES THE PROCESS OF DESIGN
BARNEYS
WHY DO WE LOVE APPLE?THEY’VE MADE DESIGN A PROFIT CENTER
THE FUTURE OF RETAIL IS NOW
SONOS
NOW IS THE FUTURE OF GREAT DESIGN
D E S I G N
ADIDAS
IS CHANGETHE FUTURE OF RETAIL
• GLOBALIZATION
• SOCIAL MEDIA
• BRANDED ENVIRONMENTS
• TECHNOLOGY
“IT IS NOT THE STRONGEST OF THE SPECIES THAT SURVIVES, NOR THE MOST INTELLIGENT, BUT THE ONE MOST RESPONSIVE TO CHANGE”
CHARLES DARWIN, 1809
RETHINKTHE TRADITIONAL ROLE OF THE STORE
CONSIDER INTERACTION RATHER THAN TRANSACTION
INTERACTION
FASHION IS CHANGE BY DEFINITION
BARNEYS
TODAY THE RETAIL INDUSTRY IS CHANGING FASTER THAN EVER BEFORE
EL PALACIO DE HIERRO POLANCO 32
MUNDO LUJOCOMPLETED SITE PHOTO
PALACIO DE HIERRO
THE RATE OF CHANGE IS EXPONENTIAL
BARNEYS
RETAIL CONTINUES ON A GRAND EVOLUTION
FELIX/COLLINS
AND THAT EVOLUTION IS MORE IMPORTANT TODAY THAN EVER BEFORE
FELIX/COLLINS
SAKS FIFTH AVENUE
THOSE WHO EMBRACE CHANGE WILL PROSPER
FELIX/COLLINS
GET HERE? HOW DID WE
IT BEGANWITH A STORE
THEN THERE WEREMORE STORES
AND NOWEVEN MORE STORES
THE BURDEN OF FULFILLMENTWAS ON THE CONSUMER
THE CONSUMER DID ALL THE WORK
THE CONSUMER KNOWS WHAT THEY WANT, WHEN THEY WANT IT, AND WHERE THEY WANT IT
TODAY THE BURDEN OF FULFILLMENTIS IN THE SHOULDERS OF THE RETAILER
WE USED TO GET OUR FASHIONAND PRODUCT INFORMATION FROM ONE OTHER
AND THENALONG CAME THE INTERNET
AND WE DISCOVEREDONLINE SHOPPING
ONLINE SHOPPINGINCREASED DRAMATICALLY
AND INTERPERSONAL EXCHANGESBECAME LESS FREQUENT
AND THENWE WERE INTRODUCED TO THE SMARTPHONE
AND THEN WE HADSTORES IN OUR BACK POCKETS
AND NOWWE ARE TOTALLY CONNECTED
WHEREDID THE PEOPLE GO?
WITHOUT LEAVING THE COMFORT OF HOME
SHOPPING IS NOWDESKTOP TO DOORSTEP
STORE VISITSARE NO LONGER NECESSARY
SOCIAL INTERACTIONSDIMINISHED EVEN FURTHER
AND EVEN THAT IS CHANGING
THE ONLY HUMAN INTERACTIONIS WITH THE DELIVERY MAN
HOW DO WE GETCUSTOMERS TO RETURN TO THE STORES?
AND HOW DO WEDIFFERENTIATE OUR STORES FROM THE OTHERS?
HOW WILLBRICK AND MORTAR REMAIN RELEVANT?
HOW WILL BRICK AND MORTARSURVIVE IN A DIGITAL WORLD?
PHYSICAL DIGITAL&
FOR CUSTOMERS TO SHOP IN STORES AGAIN
RETAILERS MUSTPROVIDE A NEW REASON
COSCIA
WE MUST BRING BACKTHE HUMAN TOUCH
RETAIL’S BIGGEST CHALLENGETODAY IS NOT THE ECONOMY
TODAY IS NOT SAMENESSRETAIL’S BIGGEST CHALLENGE
TODAY IS NOT TECHNOLOGYRETAIL’S BIGGEST CHALLENGE
TODAY IS OUR RESPONSE TO TECHNOLOGYRETAIL’S BIGGEST CHALLENGE
OF TECHNOLOGY INTO THE STORE ENVIRONMENT
IS THE SEAMLESS INTEGRATIONRETAIL’S BIGGEST CHALLENGE
TECHNOLOGY ISN’T THE MESSAGEIT SUPPORT THE MESSAGE
THE FOCUS SHOULD BE THE BEAUTY OF THE STORE
THE FOCUSSHOULD NOT BE TECHNOLOGY
THE FOCUSSHOULD NOT BE TECHNOLOGY
THE FOCUS SHOULD BE THE BEAUTY OF THE STORERALPH LAUREN
THE FOCUSSHOULD NOT BE TECHNOLOGY
THE FOCUS SHOULD BE THE BEAUTY OF THE STORERALPH LAUREN
THE PHYSICAL STOREIS OUR LARGEST CAPITAL
COACH
IS IN THE STORE ENVIRONMENT
THE BEST PLACETO CREATE CUSTOMER RELATIONSHIPS
COACH
THE STORE ENVIRONMENT IS THE MOST IMPORTANT TOUCHSTONE OF THE BRAND
UGG
INTEGRATE BRAND MESSAGES THROUGHOUT THE SPACE
UGG
COMMUNICATE THE ESSENCE OF WHO YOU ARE AND WHAT YOU STAND FOR
UGG
UGGUGG
PROVIDE A PORTAL TO YOUR DNA
UGG
PROVIDE A WINDOW TO YOUR HEART AND SOUL
UGG
THE PHYSICAL STORE IS THE EMBODIMENT OF THE BRAND
UGG
THE BRAND CONTAINS THE TREND THE BRAND IS THE DRIVER
UGG
THE FUTURE OF RETAILIS CONNECTIVITY
• SOCIAL MEDIA
• BEACON THECHNOLOGY
• BRANDED APPS
SALES = DIGITAL ENGAGEMENT X HUMAN INTERACTION
72%
24/7
42%
OF YOUNG CUSTOMERS RESEARCH THEIR OPTIONS ONLINE BEFORE VISITING A STORE
SHOPPABLE WINDOWS OR DISPLAYS THAT OPERATE EVEN WHEN THE STORE IS CLOSED
OF COMPANIES WILL SEND COUPONS BASED ON CUSTOMERS’ LOCATION IN STORE…..BEACON TECHNOLOGY
HOME
OUTSIDE STORE
ARRIVING AT STORE
66%
22%
85%
OF CUSTOMERS WOULD LIKE TO SEE DIGITAL PROMOTIONS TIED INTO BRICK AND MORTAR
OF CUSTOMERS SPEND MORE IF DIGITAL IS INVOLVED WITH THE PROCESS
OF CUSTOMERS BUY MORE WHEN HELPED BY A KNOWLEDGEABLE SALES ASSOCIATE
OMNI CHANNEL
DIGITAL
HUMAN
SALES = DIGITAL ENGAGEMENT X HUMAN INTERACTION
85%OF CUSTOMERS BUY MORE WHEN HELPED BY A KNOWLEDGEABLE SALES ASSOCIATE
HUMAN
SALES = DIGITAL ENGAGEMENT X HUMAN INTERACTION
TECHNOLOGY SHOULDN’T REPLACE CUSTOMER SERVICE
IT SHOULD SUPPORT IT
CUSTOMER
QUALITY
EFFICIENCY
SERVICE
RELIABILITY
BRING THE BEST OF ONLINEINTO THE STORE
COATS
MODELS
COLOR
SIZE
PRICE
THE STORE OF THE FUTURE
BRING THE BEST OF ONLINEINTO THE STORE
OF SMARTPHONE USERS TURN TO THEIR PHONES WHILE IN A STORE DECIDING WHICH PRODUCT TO BUY
82%
VIRTUAL REALITY
BRING THE BEST OF THE STOREONLINE
WILL TAKE YOU THERE FROM ANYWHERE
THE VIRTUAL REALITYSTORE FRONT
VIRTUAL REALITYWILL BRING THE ENVIRONMENT TO YOU
COLE HAAN
THE FUTURE OF RETAILIS CUSTOMER INTERACTIVITY
• DIGITAL SIGNAGE
• GLASS FACADES
• SELF TALKERS
• SOCIAL MEDIA
BEGIN THE DIALOGUE WHILE THE CUSTOMER IS ACROSS THE STREET
GLASS FACADESTHE STORE IS A TOOL OF COMMUNICATION
UNIQLO
CONTINUE THE DIALOGUE WITHIN THE STORE THEY WILL STOP - THEY WILL LOOK - THEY WILL BUY
VIRTUAL CLOTHING RACKSTHE STORE IS A TOOL OF COMMUNICATION
THE WALLS SHOULD BE A MEANS OF ENGAGEMENT
DIGITAL SIGNAGETHE STORE IS A TOOL OF COMMUNICATION
THAKOON
PROVIDE PRODUCT INFORMATION DO MORE THAN SELL - TEACH
SHELF TALKERSTHE STORE IS A TOOL OF COMMUNICATION
SOCIAL MEDIACONNECT ON SOCIAL PLATFORMS
FACEBOOK US
SOCIAL MEDIAFROM NORDSTROM TO TARGET
PIN US
WELCOME AND PROMOTE SELFIES
SELFIESOCIAL MEDIA
THE FUTURE OF RETAILIS COMFORT
• FOOD
• FITTING ROOM
• COMMUNITY ROOMS
• LOUNGES
• IT FINALIZES THE SALE
• THE MORE THEY TRY, THE MORE THEY BUY
• 67% CONVERSION RATE BY CUSTOMERS WHO USE THE FITTING ROOM
• SMART MIRRORS
• LARGER SPACE
• IMPROVED LIGHTING
• BACKDROPS TO PROMOTE SELFIES
• PLUSH SURFACE MATERIAL
RETHINKTHE FITTING ROOM
THE FITTING ROOM IS A CRITICAL COMPONENT OF THE SELLING FLOOR AND THE RETAIL STRATEGY
REBECCA MINKOFF PARTNERS WITH eBAY TO INTRODUCE NEW FITTING ROOM TECHNOLOGY THAT COMBINES ONLINE SHOPPING WITH A TRADITIONAL SHOPPING EXPERIENCE
INTERACTIVE MIRRORSFITTING ROOMS
PROVIDE COMFORTAND A SENSE OF PLACE
THERE IS FASHIONIN FOOD
DESIGNER MELONS COUTURE CUCUMBERS
FASHION LEADERS HAVE EMBRACED THE COMPELLING ALLURE OF FOOD
KARL LAGERFELDTRANSFORMED THE GRAND PALAIS OF PARIS INTO A GIANT SUPERMARKET
LAFAYETTE GOURMET
GALERIES LAFAYETTEHAS INVESTED MILLIONS IN UPGRADING THEIR FOOD CONCEPT
LA GRANDE ÉPICERIE
LE BON MARCHÉHAS INVESTED MILLIONS IN UPGRADING THEIR FOOD CONCEPT
THE FUTURE OF RETAILIN CUSTOMER ENGAGEMENT
• STORY TELLING
• EXPERIENTIAL SHOPPING
• INTERACTIVE MIRRORS
DESIGN MORE THAN A STORE - DESIGN AN EXPERIENCE
STORY TELLINGEXPERIENTIAL SHOPPING
COSCIA
IT’S NO LONGER POINT OF SALE (POS) IT’S POINT OF EXPERIENCE (POE)
STORY TELLINGEXPERIENTIAL SHOPPING
COSCIA
NEW IDEAS, NEW CONCEPTS AND NEW APPROACHES
BE INNOVATIVESTORY TELLING
NEW IDEAS, NEW CONCEPTS AND NEW APPROACHES
CUSTOMIZATIONBE INNOVATIVE
CONVERSE
THE FUTURE OF RETAILIS ANALYSIS OF THE CONSUMER FEEDBACK
• ANALYTICS
• STATISTICS
• CODING DATA
• INFORMATION
THE ART IS ASKING THE RIGHT QUESTIONS
RETAIL ANALYTICSIS AN ART AND A SCIENCE
THE SCIENCE IS THE ANALYSIS OF THE RESPONSES
IT PROVIDES THE CUSTOMER WITH GREATER CHOICE, AND MORE INFORMATION THAN EVER BEFORE
THE INNOVATION TODAYIS NOT TECHNOLOGY, THE INNOVATION IS WHAT TECHNOLOGY ALLOWS THE CUSTOMER TO DO
ADIDAS
AN ENVIRONMENT THAT WILL BRING THEM BACK INTO THE STORE
THE RIGHT BALANCE
OF PHYSICAL AND DIGITAL WILL CREATE A BRANDED ENVIRONMENT THAT IS RECOGNIZABLE AND MEMORABLE
CONSUMER BEHAVIORHAS CHANGED FOREVER
EMBRACING CHANGE IS VITAL UNDERSTANDING MICRO MOMENTS IS A STRATEGY FOR SUCCESS
MICRO MOMENTSWHEN PEOPLE TURN TO A DEVICE—A SMARTPHONE
THESE ARE DECISIVE MOMENTS WHEN DECISIONS ARE MADE AND PREFERENCES SHAPED
IN YEARS
LIFE ISN’T LIVED
MICRO MOMENTSARE CHANGING EVERYTHING
IN DAYSIN HOURS
LIFE IS LIVED
MICRO MOMENTSARE CHANGING EVERYTHING
IN MOMENTS
THE DAY IS STARTING MOMENT
THOUSANDS OF MICRO MOMENTSWHICH ONES MATTER MOST
THOUSANDS OF MICRO MOMENTSWHICH ONES MATTER MOST
I CAN FIX THIS MOMENT
THOUSANDS OF MICRO MOMENTSWHICH ONES MATTER MOST
IT’S GOT TO BE SUMMER SOMEWHERE MOMENT
THOUSANDS OF MICRO MOMENTSWHICH ONES MATTER MOST
I COULD PULL THOSE OFF MOMENT
PEOPLE ALL OVER THE WORLD ARE TRYING TO MAKE THE MOST OUT OF EVERY MOMENT
LIFE IS MADE UPOF MICRO MOMENTS, AND SO IS THE SHOPPING CYCLE
TIMBERLAND
A NEED TO KNOW - A NEED TO GO - A NEED TO DO - A NEED TO BUY
MICRO MOMENTSARE MOMENTS WHEN CONSUMERS ACT ON A NEED
TIMBERLAND
WILL YOU BE THERE FOR THEM?
A NEED TO KNOW - A NEED TO GO - A NEED TO DO - A NEED TO BUY
MICRO MOMENTS
BRANDS THAT HAVE A STRATEGY FOR UNDERSTANDING AND MEETING CONSUMERS' NEEDS IN THESE MICRO-MOMENTS WILL SUCCEED
WHO ARE THE SUCCESSFUL BRANDS OF TOMORROW?MICRO MOMENTS
THE PATH TO PURCHASE WAS LINEAR
TRADITIONAL RETAILTHE SHOPPING FUNNEL
AWARENESS
INTEREST
PURCHASE
DESIRE
THE PATH TO PURCHASE IS NON LINEAR
MICRO MOMENTSNEW FORMULA FOR RETAIL SUCCESS
SCAN
DISPLAY
BRAND
STORE
ON-LINE
SOCIAL MEDIA
ENGAGE
DISCOVER
BUY
EXPLORERESEARCH
NOTHING IN THE STORE IS FOR SALE…
THE PHYSICAL RETAIL STOREISN’T GOING AWAY. THE TRADITIONAL MODEL OF "GET THEM INTO THE STORE AND SELL” IS CHANGING
SAMSUNG
BUT EVERYTHING IN THE STORE IS A BRANDED EXPERIENCE
CONSIDER INTERACTIONRATHER THAN TRANSACTION
RETHINK THE TRADITIONAL ROLE OF THE STORE
AS THE FOCUS SHIFTSFROM IN-STORE SALES THE NEW ALLURE OF THE PHYSICAL STORE IS BRAND IMMERSION
THEY ARE CLEARLY MISS-STEPPING IF THE TECHNOLOGY BECOMES THE MESSAGE
RATHER, IT SHOULD BE A VEHICLE TO PROMOTE BRAND LOYALTY
AS RETAILERS INDUSTRY-WIDESCRAMBLE TO INTRODUCE TECHNOLOGY INTO THEIR STORES
SAMSUNG
TOO MUCH OF ANYTHING DILUTES THE MESSAGE
CURATE THE DEPLOYMENT OF TECHNOLOGY
EDITING IS A CRITICAL PHASEOF THE DESIGN PROCESS
CURATE THE DEPLOYMENT OF TECHNOLOGY
STRATEGIC POSITIONINGOF TECHNOLOGY IS CRITICAL TO SUCCESS
PALACIO DE HIERRO
A WALK THROUGH THE STORE SHOULD BE LIKE A WALK THROUGH THE WEBSITE
THE DISTINCTIONBETWEEN BRICK AND CLICK IS DISSOLVING
BURBERRY
THERE’S NOTHING NEWABOUT CHANGE
CUSTOMERS ARE AHEAD OF RETAILERS IN TERMS OF CHANGE RETAILERS HAVE TO CATCH UP
A NOBLE PURPOSE DO MORE THAN SELL
EMPATHY FOR CUSTOMERS AND EMPLOYEES
HUMANITYIS THE NEW LUXURY
EMPATHY FOR CUSTOMERS AND EMPLOYEES
“WE SEE THE CUSTOMER AS AN INVITED GUEST TO A PARTY AND WE ARE THE HOST. IT’S OUR JOB TO MAKE THE CUSTOMER EXPERIENCE A LITTLE BETTER” JEFF BEZOS
CEO
CUSTOMER
HUMANITYIS THE NEW LUXURY
EMPATHY FOR CUSTOMERS AND EMPLOYEES
INVERT THE ORGANIZATIONAL
CHART
HUMANITYIS THE NEW LUXURY
WHAT WOULD THE WORLD MISS IF YOU DID NOT EXIT?
WHAT INSPIRERSAND MOTIVATES YOUR CUSTOMER?
WHEN THEY GO TO THE STORE, THAT’S WHERE THEY MEET THE BRAND
MAKE THE STORE EXPERIENCEBETTER
• A PERSONALIZED CUSTOMER EXPERIENCE • A SENSORY EXPERIENCE • A CURATED EXPERIENCE • A FUN AND ENTERTAINING EXPERIENCE • AN ON-LINE MEETS OFF-LINE EXPERIENCE • MOBILE ENGAGEMENT AND INTERACTION
IN-STOREMICRO MOMENTS
EL PALACIO DE HIERRO POLANCO 25
EDIFICIO DE OFICINAS DE LA ASEGURADORA ALIANZAPASEO DE LA REFORMA 51
MUSEO NACIONAL DE ANTROPOLOGÍA EDIFICIO DE OFICINAS, PASEO DE LA REFORMA 195
EDIFICIO BUSH, PASEO DE LA REFORMA 107
COLUMNA DE LA INDEPENDENCIAFUENTE DE LA DIANA CAZADORA HOTEL DEL PASEO, PASEO DE LA REFORMA 208
EL CABALLITO
ESTELA DE LUZ
COLUMNA DE LA INDEPENDENCIA, PASEO DE LA REFORMA 369
SEGUROS LA COMERCIAL,PASEO DE LA REFORMA 116
HOTEL CAMINO REAL
PASEO DE LA REFORMA
D
PALACIO DE HIERRO MEXICO CITY
PALACIO DE HIERRO STORE LAYOUT REFERENCES THE CITY
EL PALACIO DE HIERRO POLANCO 26
CONCEPT PLANPLANTA BAJA
FUENTE DE LA DIANA CAZADORA
COLUMNA DE LAINDEPENDENCIA
ENTRADA
ENTRADA
ENTRADA
PUERTA DE LOS LEONESMONUMENTO A
CUAUHTÉMOC
LA ALAMEDA
IN-STOREMICRO MOMENTS
EL PALACIO DE HIERRO POLANCO 28
MUNDO LUJO - MONUMENTOS
FUENTE DE LA DIANA CAZADORA
COLUMNA DE LA INDEPENDENCIAPUERTA DE LOS LEONES
MONUMENTO A CUAUHTÉMOC
PALACIO DE HIERRO MEMORABLE AND RECOGNIZABLE LANDMARKS
IN-STOREMICRO MOMENTS
THE COLUMNA DE LA INDEPENDENCIAEL PALACIO DE HIERRO POLANCO 32
MUNDO LUJOCOMPLETED SITE PHOTO
PALACIO DE HIERRO
IN-STOREMICRO MOMENTS
PUERTA DE LOS LEONESPALACIO DE HIERRO
IN-STOREMICRO MOMENTS
THE COLUMNA DE LA INDEPENDENCIAPALACIO DE HIERRO
IN-STOREMICRO MOMENTS
PALACIO DE HIERRO
IN-STOREMICRO MOMENTS
PALACIO DE HIERRO
IN-STOREMICRO MOMENTS
PALACIO DE HIERRO
IN-STOREMICRO MOMENTS
PALACIO DE HIERRO
IN-STOREMICRO MOMENTS
THE IN-STORE ENVIRONMENT CONTINUES AS A CRITICAL TOUCHSTONE OF THE BRAND
THERE IS A NEW ERAIN RETAIL DESIGN
SAKS FIFTH AVENUE