JANUARY, 2017

The Science ProjectA Spotlight on Attention

ATTENTION

— Danielle Tieman, Strategist The Science Project

In a world where everyone is a content creator, brands and customers find themselves on the same quest for attention. Attention is the new currency.

Focusing our attention on something means that in a split second cost-benefit analysis, we have deemed it our most valuable option, worthy of screening others out. For a long time marketers have honed in on moments when attention may be shifting from one thing to another, but what if brands WERE the most attention-worthy option?

In order to win in the new retail landscape, brands must engage customers in a two-way exchange of attention, offering experiences of true value that extend beyond an encounter. Attracting attention requires a unique formula that balances brand attributes with customer attributes. This is the first step towards driving conversion.

Let’s explore best-in-class examples of brands inspiring the future of retail — making it more personalized, efficient, localized, seamless, experiential, and FUN.

7 Innovative Ways to Get Attention in an Always On World

ATTENTION

1. Customer Relevance

BRAND HERO

SONOS enables NYC store visitors to listen to music as if they were in the comfort of their own home with rooms decorated to mimic

common household rooms.

BRAND SUCCESSES Immersed the brand into existing customer behavior, creating a stronger impact while increasing engagement and product discovery.

RETAIL SUCCESSES A personal and intimate experience with product offers a fresh and relaxed journey to conversion.

CASE REVIEW: SONOS

2. Exceptional Service

BRAND SUCCESSES Service and wayfinding is used to establish a more personal relationship with customers.

RETAIL SUCCESSES Personal services drive engagement and intent beyond the physical space.

CASE REVIEW: AMERICANA MANHASSET

BRAND HERO

AMERICANA MANHASSET offers guests shopping assistance of any kind, from coordinating their wardrobe to finding a perfect gift.

Personal shoppers help clients navigate hundreds of brands.

3. Improved In Store

BRAND HERO

NORDSTROM turns customers into clients by letting them shop though a personal stylist who consults and sends recommendations

via texting. Shoppers can text back “Buy” to make a purchase.

BRAND SUCCESSES Uses technology to build brand trust by enabling access to personalized expert advice.

RETAIL SUCCESSES Revolutionized the customer/employee relationship, breaking through traditional walls to shorten the distance to conversion.

CASE REVIEW: NORDSTROM

4. Co-Creation

BRAND HERO

The LULULEMON LAB concept store in NYC allows customers to influence and customize product by providing designers with direct

feedback as they shop and receive on-the-spot alterations.

BRAND SUCCESSES Created a transparent space for customers to feel involved in testing and breeding new ideas.

RETAIL SUCCESSES Customers leave the store with product that is customized to their personal preferences and needs.

CASE REVIEW: LULULEMON

5. Localization

BRAND HERO

FRYE’s Maker Wall brings customers outside interests into the physical store with an interactive wall that engages shoppers in local

stories that drive directly to related product.

BRAND SUCCESSES Captured a region by creating an authentic link between the brand and local culture.

RETAIL SUCCESSES Directly linked storytelling to the retail environment, increasing retail value beyond lease lines while enabling product discovery.

CASE REVIEW: FRYE

6. Surprise & Delight

BRAND HERO

COCA COLA provided a moment of summer happiness to people waiting at a bus stop on a cold night in Sweden - complete with heat

lamps, grassy fields and a vending machine to share a Coke.

BRAND SUCCESSES Offered customers true value when they needed it most, leaving them feeling rewarded and acknowledged.

RETAIL SUCCESSES Broke the traditional square foot to bring retail to a surprising location that catered to an environmental need.

CASE REVIEW: COCA COLA

7. Virtual Reality

BRAND SUCCESSES Provides customers with brand transparency by showing exactly what the brand is able to accomplish through their purchase.

RETAIL SUCCESSES Directly connects the emotional experience to the desired transaction.

CASE REVIEW: TOMS

BRAND HERO

TOMS flagship store in Venice, CA uses VR to invite guests on an emotional and memorable giving trip to a remote village in Peru to

experience the benefits of their Tom’s purchase.

Thank You