3. 2014 2020 Online purchases In-store purchases $200b $4050b
Onlineretailingisgoingtogrowandmorethandouble,buttherela>velevelofmoneyspendingin
bricks-and-mortarstoresiss>llmanymul>plesofwhatisspentonline,evenwhenprojectedoutto2020
Source: Timetrade, The state of retail 2015 $550b $4900b
4. 53% Have narrowed it down to 2-3 products and need help
making a nal decision60% Are more likely to buy more than planned,
if they like the associate helping them 87% Willbuymorethanthey
intendedtowhenshoppingin astore Source: Timetrade, The state of
retail 2015 The power of In-Store service
5. Consumers are admitting that they prefer the in-store
experience report they like to touch and feel products before they
decide what they want to buy of 18-34 year olds plan to shop in
stores as often if not more in 2015 as they did in 2014 Source:
Timetrade, The state of retail 2015 85% >90%
6. Stores haven't changed signicantly in 100 years but
customers are changing rapidly and they have devices in their
pocket that are extremely powerful
7. Online and oine behaviour are converging and theres no
reason not to embrace it
8. If not then prepare for!!
9. How do you please the customer who wants the best of both
worlds?
10. You redesign the retail experience
Werenotsellingyouanything.Wewantyoutofeeldierentlywhenyouleavethestore.Peoplestarttalking
aboutTeslanotbecausewerepoundingitintothembutbecausetheyveexperienceditthemselves.Thegoalisto
engageyouinawaythatyouveneverexperienceinanyotherstore.
GeorgeBlankenshipVicePresidentofSales&OwnershipExperienceatTesla
11. From WHAT CAN I BUY FROM YOU To WHAT CAN I ACHIEVE WITH
YOU
12. Attention - customers can be complex
13. 3 RETAIL DESIGN AREAS KEY
14. DIGICALSIGNATURECOMPLEMENTARY 1 2 3
15. Lets be inspired by some great ones
16. 1 A seamless hassle-free oine/online experience will be an
absolute must DIGICAL
19. Giving customers a notion of online experience with an
engaging, interactive and personable user experience DIGICAL
SHOPPING (a mash-up of the words digital and physical) Digical is a
world in which shoppers browse online rst, then go to the store,
smartphone in hand, to buy
20. Understand that digital enhancement isnt the answer to
change - its the enabler!
21. Digical experience case #1 Rebecca Minko like a online
shop, remembering everything you tried on, passed over or
purchased
22. Each piece in the shop is recognized by the dressing room
mirrors, so as shoppers try on items, they can see how to best
accessorize a white sweater or perhaps opt for a similar style. A
stylist can be summoned at the press of a button, bringing new
sizes, colours or just a hint of advice.
23. The connected tting room Customers check in on arrival, via
the "Connected Glass" shopping wall, a large mirrored interactive
display. Once a customer has made their selections, they tap a
button to have their products sent to a dressing room, each of
which is also outtted with the mirrored touchscreens. In the tting
room, customers can browse the online catalogue, and will be able
to virtually connect with a stylist through the mirror's
touchscreen technology for anything they need ... whether it's
another size or a glass of champagneThe buying journey at Rececca
Minko: Through the mobile app, a customer can check-in to the store
upon arrival which prompts the customers personal prole to be
carried across the store channels helping store associates provide
a more personal, customized experience Check-in upon arrival Browse
the connected shopping wall A mirrored, physical manifestation of
the Rebecca Minko online experience. You can select send to my room
to initiate a 1:1 styling session. You can also order your own
beverage directly from the wall, to help youenjoy the space as you
begin your shopping experience Connected tting rooms The touch
screen mirror automatically recognizes items in the room, through
RFID tagged products and unique RFID tting room technology,
identifying other sizes and colours that are available in the
store. You dont have to leave the tting room to buy just pay with
credit card or add items to an online basket for later purchase 1 2
3
24. Digical experience case #2 HOINTER A mix of robotics,
mobile technology, hassle-free shopping, all within a
bricks-and-mortar store
25. Jeans are presented hanging from their belt buckle, and
there are close to 150 styles to choose from. No bulky stacks of
jeans to sift through here. But you see only one of each style.
When you see a style you like, you pull out your smart phone and
launch the Hointer app.
26. An interesting part of this store is that the clothes in
your shopping cart arrive in the dressing room within 30 seconds. A
specic dressing room number on the app directs the shopper to his
clothes. If the clothes dont t, the shopper can place the clothes
in a particular section and request a dierent pair on their phone.
The clothes that dont t are simultaneously removed from the
shoppers virtual shopping cart.
27. Create the future of customer experience INNOVATE No need
to sift through piles of clothes. Tap on the clothing you like and
your items will be delivered to your tting room in under 30 seconds
DISCOVER Browse and try on dierent styles from premium jeans
brands. Discover what you like and nd the perfect t fast SIMPLIFY
Like it? Swipe your credit card and walk out no lines, no hassle.
Not the right t? Tailoringof purchases with free,next-day custom
alterations This innovative store format presents a new perspective
on integrated retail within a brick and mortar store.Hointers also
tracks real-time shoppers activity in the store and permits
customers to rate the apparel on their smartphone. Hointers gives
brands access to the data on the retailers portal. With this data,
brands can see which pair of jeans, shirts, and belts sell well
within the beta store.
28. Digical experience case #3 Tesla motors An orchestrated
Retail experience that reinvent the way cars are soldSource:
Nurun
29. Interactive stations are designed to draw people into the
store with visuals and content that address the most common
questions they have about electric vehicles. Theyre intended to
move visitors from general interest to real consideration
31. Digical enhanced The missing link in almost every retailers
ecosystem in-store experience
32. The ability to drive foot trac or increase cart size
through online initiative has remained dicult
33. Connected stores They integrate retail shopping into a
service experience offering seamless interactions before they visit
the store, while theyre in-store and post-purchase removes this
blind spot
34. Customers benet from more informed choices and smarter,
more personalized shopping experience
35. 2 Branded experience signature, unique from one brand to
the next. Why shoppers choose one brand over another.SIGNATURE
39. First remember that companies dont have customer
experiences only customers do!!
40. Design signature experiences that create an emotional
resonance with your customers
41. Experience takes place in one place and one place only - in
the mind of the customer
42. Signature brands are increasingly built by what others say
about them
43. Signature experience case #1 Starbucks A comfortable,
inviting, predictable and highly social third place to go beyond
home and oce
44. THE UNIQUE CUP SIZING Part of the Starbucks concept
includes that customers have the option to choose from a wide range
of beverages, which includes coee, available in various unique sup
sizes and avours.Customers can order Moccachino, Iced Venti
no-water Americano and Double Tall non-fat extra hot Cappuccino and
many other specic coees.
45. Starbucks sta at the counter are trained to take the orders
in a very specic way. The philosophy behind the processes is that
it will be even more accurate and ecient if all customers can order
their coee the same standardized way every time. Therefore
Starbucks tries to educate the customers by ensuring that sta
repeat the customers order, so that the customer can hear it. Not
the way the customer submitted the order, but in the correct way
and in a voice seeking to be friendly The way customers orders a
product
46. Getting the phone juiced up at Starbucks Roll-out in major
markets in 2015
47. Starbucks signature reward program The Starbucks retail
experience seamlessly extends to the mobile devices that millions
of their customers carry with them every day, oering possibilities
like earning free coee, listening to Spotify or free digital NY
Times news articles and many more features
48. My Starbucks Idea a social brainstorming platform for all
things StarbucksFans can share and discuss new ideas, read others
ideas and vote for their favourites. More than 44,000 new ideas for
coffee and espresso drinks; nearly 22,000 food ideas; and over
10,000 new ideas for music and merchandise
49. Starbucks goes to a lot of trouble to train employees to be
both skilled in the culture and happy in their work. Unlike most
companies, Starbucks spends more on training than advertising. Job
satisfaction translates into an emotional customer connection. Its
about being!! Not just doing!!
50. The personal human connection Personalising your order by
writing your name on your Starbucks cup, a small, simple reminder
that someone knows your name. As a bonus, the process enables the
barista to learn the names of regular customers. That enables an
even stronger customer connection when the barista greets her by
name. But waitwhat is this?They spell your name wrong on your cup -
why? Youll post something on social media about it and thats free
publicity. Without you even noticing it! And the one time that they
spell your name correctly youll also post it because a miracle
happened.Instagram posts: Is misspelling a marketing stunt or not?
You decide. The fact is that to inspire and nurture the human
spirit one person, one cup and one neighbourhood at a time is an
important Starbucks signature experience.Starbucks 15.000.000
McCafe 350.000 Costa Coee 75.000 Dunkin Donuts 950.000
51. Signature experience case #2 LUSH All of their products are
handmade and use natural and organic ingredients
52. Appeal to the girl whos had enough and believe in what they
believe
53. When you walk into a Lush store its like walking into a
candy shop not only visually but also aromatically. You can test
everything in the store - all you need to do it just ask!
54. Products are displayed on wooden tables with minimal to no
packaging. Once you decide to purchase a product, it is cut and
weighed to determine the pricing, then packaged for you to take
home in a simple paper bag
56. This is all about getting the customers attention using a
small number of high contrast and dierentiated signature experience
elements. Signature experience elements catch customers by
surprise, are perceived as a dierence in kind compared to what they
expected, and contribute to the brand story you want the experience
to tell. If you listen to customers talk about the Starbucks
experience, the LUSH experience, etc, youll see that customers
consistently refer to a small set of experience elements that stand
out for them as being the dening elements of the experience. While
you can spend a lot of time getting lots of details correct in the
experience, having a small set of signature elements are the kinds
of things that really resonate with and inuence customers.
Signature experience elements
57. 3 Complementary or 3rd party oerings, encouraging shoppers
to visit for reasons outside of products COMPLEMENTARY
58. If you get the sense that there arent enough customers
coming through your front door
59. Its time to do something to increase foot trac and walk-in
business
60. A rising trend in retail is to set aside space within the
stores to push complementary services and experiences that go
beyond the core product oeringsSpace for relationship and engaging
moments that customers will return for again and again Source:
PSFK
61. Complementary experience case #1 Umpqua Bank A bank that
helps its customers to spark creativity and innovation
62. The experience begins outside with signs and info screens
drawing people closer. Inside the front corner is occupied by the
Spark centre, where businesses and individuals can connect and be
inspired. They host events from yoga classes to small business
events to art exhibitions and chocolate tastings.
63. An enjoyable banking experience Umpqua is trying to create
stores that neighbourhoods will welcome and people will want to
visit. It attempts to make even the most mundane transaction a
treat. Tellers, for example, hand out a chocolate with each cash
withdrawal. The bank prides itself on doing everything dierently.
Instead of sending out junk mail oering consumer loans, Umpqua
employees attached small yers to potted plants and placed them on
doorsteps in the neighbourhood they are targeting.Their culture
brings stores to life and dierentiates Umpquas customer experience
from the competition. They empower their people to create an
extraordinary experience for customers without having to ask for
permission. And in their stores, that means that people are
empowered to program their store with events and activities that
will resonate in their community - Its not dictated from
above.
64. Complementary experience case #2 Urban Outtters NY Try on a
sweater, sip on a latte and get your hair styled; all without
leaving the store
65. Beside clothes and accessories, the store features a coee
shop, a hair salon, vinyl records, book store, bike repair station
and a Sephora-sized makeup shop, as well as fun gadgets like
a"lensometer" that can scan a customer's glasses and read their
prescription.
66. A new lifestyle destination Urban Outtters on Manhattan is
another example of the shifting retail environment, in which
bricks-and-mortar stores are looking to reinvent themselves to ramp
up their foot trac.Extending beyond the traditional Urban Outtters
format, the Herald Square location hosts several independently
owned and operated companies. Los Angeles-based Hairroin Salon
occupies a portion of the rst oor, also hailing from Los Angeles is
the legendary Amoeba Records, which has stocked a curated
assortment of over 400 vintage vinyl titles that can only be found
in Urban Outtters Herald Square. Eyewear company Tortoise &
Blonde, who opened a shop-in-shop last year in Urban Outtters Soho
location, also has space in Herald Square. The company will provide
customers with the latest fashions in prescription eyewear,
including an exclusive sunglass collection with Urban Outtters
slated to launch in June. The coee bar, Intelligentsia Coee, has a
900-sq.-ft. space on the ground level of the store, with its own
entrance.The goal for Urban Outtters was to have the customers to
spend more time, explore and be engaged.
67. Complementary experience case #3 Lululemon Athletica Not
only do they sell sportswear, they also oer yoga classes
in-store
68. Part of the secret of the store formula is that they dont
just sell product. They provided community, using yoga as the main
hook. Every store holds regular events around its neighbourhood
such as Run, Yoga, Breathe, Laugh which showcases local instructors
and actively engages people in the brand. This make the store
environment a place to inspire shoppers, rather than simply a way
to buy cool gear.
Fortheyogaandtnessfana>csofLondonitstheplacetogo,not
onlydotheysellcelebritylovedsports-wear,theyalsooer
complementaryyogaclassesin-store.Oeringanall-roundexperience
toconsumersiscrucialandLululemonhavegonetheextramile.Not
onlydotheyencouragedwell>me,theyalsogiveconsumersa
purposetovisittheirstore.
69. An experience for people to enjoy Lululemon target people
who want to experience a certain lifestyle. Through yoga, health
and a feel good philosophy, the brand is building an experience for
people to enjoy. The success is reected in everything within the
store experience. The people who work there believe strongly in the
lifestyle and what it represents. People can buy other lines of
clothing but Lululemon provides a whole group extension that we are
all part of Lululemon. That's why they have such a strong
following.Lululemon want every store to be a part of its community
from the rst day it opens. Theyinvitetheir customers to hang out,
chat with theireducators and learn about local yoga/tness studios.
Every week, their stores push aside their product xtures and open
the store up to the community for a complimentary yoga class.
70. We are heading into a future where retailers still face
challenges
71. Winners will redesign the role of their stores as brand
statements or centres of dierentiated experience
72. Innovative retailers will base their visions on real
customer and business needs
73. Ensure they have the capabilities to win, master
experimental design and be thoughtful in how they
commercialize