Re-Think Retail : Localize

SPEAKER: JAMES FARNELL, RDI

CREATIVE DIRECTOR, BRAND EXPERIENCE STUDIO, LITTLE

RETAIL ASIA EXPO, HONG KONG, JUNE 2015

RE-THINK RETAIL

www.littleonline.comRethink Retail: Localize | Retail Asia Expo © Little 2015 2

OverviewLITTLE

We are recognized for developing exceptional design solutions that deliver RESULTS BEYOND ARCHITECTURE

in the workplace, community, healthcare and retail industries.

CHARLOTTE

DURHAM

ORLANDO

WASHINGTON, DC

LOS ANGELES

BEIJING

328PEOPLE IN SIX INTERNATIONAL LOCATIONS

Services: Architecture, interior architecture, engineering, sustainable design, brand design & communication, planning & land development, digital media, and CAFM & occupancy strategies

YEAR FOUNDED1 9 6 4

P A C I F I C

O C E A N

A T L A N T I C

O C E A N

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Expertise RETAIL

SUPERMARKETS RESTAURANT & FOOD SERVICE SPECIALTY RETAIL

INTERIORS FASHION & APPAREL FINANCIAL


Selected Client ListRETAIL


RETAIL

WORKPLACECOMMUNITY

SUPERMARKETSRESTAURANTS & FOOD SERVICESPECIALTY RETAILINTERIORSFASHION & APPARELFINANCIAL

RESEARCH & CUSTOMER INSIGHTSBRAND ANALYSIS & IMPLEMENTATIONGRAPHIC DESIGNARCHITECTUREINTERIOR DESIGNDIGITAL MEDIA COMMUNICATIONSPROGRAM MANAGEMENT

HEALTHCARE

BRANDEXPERIENCE

STUDIO

SERVICESHow We WorkTHE BRAND EXPERIENCE STUDIO


EMOTIONAL CONNECTIONS

SOLVE CUSTOMERS EMOTIONAL NEEDS & WANTS

FUNCTIONALSOLUTIONS

PROVIDE PRACTICAL,RELEVANT SOLUTIONS

BRANDATTACHMENT

CONNECT WITH CUSTOMERS& BUILD BRAND LOYALTY

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Guiding PrinciplesTHE BRAND EXPERIENCE STUDIO

Creating a retail destination.


CREATING A UNIFIED EXPERIENCE

Today customers have an ever increasing number of touchpoints to engage a brand, its products and services. The number of brand touchpoints have increased exponentially over the past two decades. The pressures of our “all on, all the time” society has increased our need for value, not just in the goods and services we purchase but also in the quality of interactions, and experiences we have. Customers have a sense of entitlement and they are willing to pay a premium for better service. Brands are investing and improving the customer experience not only to secure a positive brand perception but also to elicit new customers and opens the doors to ad-ditional revenue opportunities.

OMNI-EXPERIENCE SMART MOBILES

PRINT MEDIA

EXPERIENCE CENTERS

SHOP IN SHOP

IN-STORE DIGITAL

SOCIAL MEDIA

PHYSICAL STOREONLINE RETAIL

Today, a visit to the store is just one of many options shoppers have to engage with brands, an ever-increasing number of choices have become part of consumers everyday life.

SHOPPERS EXPECT THE BUYING PROCESS TO BE AS SMART, CONVENIENT AND EASY AS THE DIGITAL CHANNELS THEY LOVE.

Hence, a seamless experience across chan-nels is more than a “nice thing to have”, shop-pers believe that anything less is a nuisance. To deliver profound sensory experiences that connect with customers and improve brand loyalty, we need to bridge the space between physical & digital, we must offer CHOICE to customers and identify relevant, scalable solu-tions through which they can touch your brand.

Omni-experienceTHE NEW JOURNEY



It is becoming more difficult to differentiate and to increase customer loyalty.

The ultimate differentiator is experience.


What makes a destination?


CONTENT

CONTEXT

COMMUNITY

CONTENT


How can you foster a desire for customers to experience your product or service?

‣ PURPOSE

‣ LIMITED / LOCALIZED

‣ CUSTOMIZED

MOVIE CLIP 37SECS ‘REEBOK ‘LOCAL INK’ HTTPS://WWW.YOUTUBE.COM/WATCH?V=HL8IH-SFDT0

https://www.youtube.com/watch?v=hL8IH-SFDt0


‣ PERSONALIZATION / CO-CREATION


‣ MAKER CULTURE


‣ CURATED

‣ BATCH PRODUCED


‣ PERSONAL SERVICE

CONTEXT


How can you develop a meaningful relationship with your customer by engaging

their senses to create an emotional connection with your brand?

Engaging the SensesProviding a variety oftouch-points.

Creating an Immersive ExperienceConnecting the indoors & outdoors

An active spacePlace the product in context and allow the customer to test it out


The flagship store is a showcase for the brand. Unlike other stores, the primary purpose of a flagship is to make

a differentiating statement about it’s aspirations.


What does it add that the understanding of your brand ?

How will you use the flagship store differently?

Who will you be targeting & what will they find there?

How does the flagship store fit with your other physical and online presence?

What will carry over from your flagship store to your other stores?

WHAT TO CONSIDER FOR A FLAGSHIP STORE

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How do you remain consistent with this degree of localization?

PORTLAND NEW YORK PARIS

SINGAPORE KYOTO KOREA


Try-vertizingDiscover & purchase things in the intimate context of a home as well as to meet and learn more about the creators


PhygitalDigital show-rooming


Interactive EnvironmentsDisrupting the experience through a series of unexpected moments

Hyper Play Spaces & Laboratories / Experimental


Stage Setting


The joy of the journey

Storytelling & Engagement

AUTHENTICSTORIES

BRAND STORIES WITHEMOTIONAL POWER

MEMORABLE EXPERIENCESBRANDED MOMENTS

OF DELIGHT

SIGNATURE MOMENTS OF DELIGHT

MAKE STORIES MEMORABLEAND EXPERIENCES UNIQUE

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Mount Agung, Bali 8.342° S 115.508° E.

Experiences forge meaningful connections between shoppers and

their brands.

Transcend the transaction through

Context and Storytelling

Visit blog on 'Experience Design' here http://littlespeakeasy.com/?p=1682

Create brand advocates.

The fundamental relationship between content, it’s

context & the surrounding community must be strong

to create a successful retail destination.

Storytelling / EducationalCreating an emotional connection with the customer

MOVIE CLIP | DALZIEL + POW, ‘PLAYFUL INTERACTION’ HTTPS://YOUTU.BE/P_BEA6DSWLE

https://youtu.be/P_BeA6dSWLE

COMMUNITY

AnthropologicalA growing appetite for retail with a more culturally enriching, harder-to-come-by,

experiential accent.

LocalProviding local staff & customers with a sense of

ownership and belonging.

SocialThe physical store remains a key platform for experiential, communal brand experiences –

spurring sales across other channels.

Se·mi·ot·icsCustomers want a story - they are searching for

meaning - greater depth to brands and the products they choose.


Storytelling / Educationalmeaning, place making, story & depth, richer experiences


A transformation of the retail journey, slow stores will offer an antidote to many consumers’

hyper-connected, over-stimulated lives.

5 Takeaways

Enriched.1 23 45

Social.

Localized.

Authentic.

Sensory.

A growing appetite for retail with a more culturally enriching, harder-to-come-by, experiential accent.

The physical store remains a key for experiential, communal brand experiences – spurring sales across other channels.

Providing local staff & customers with a sense of ownership and belonging.

Customers want a story - they are searching for meaning and greater depth to brands and the products they choose.

A sensory space - where you feel the brand as much as you see it. One that’s experiential, provocative…from selling to seduction.


A localized design brings you closer to the community and your customers

closer to your brand.


Explore ways to implement change. To stay fresh in front of the customer and to maintain momentum

in a rapidly changing world.

Sources & Acknowledgements: Retail Design Institute’s 44th International Store Design Competition, Racked NY, B&N Industries Report, Stylus, WWD, VM&SD, Wallpaper, Monocle. Presented Little littleonline.com

http://littleonline.com