the in best of retail’s brick and mortar new paradigm€¦ · the consumer knows what they want,...

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


THE TRANSISTOR


THE LAZER


THE MICRO CHIP


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 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


85%OF CUSTOMERS BUY MORE WHEN HELPED BY A KNOWLEDGEABLE SALES ASSOCIATE

HUMAN


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


I CAN FIX THIS MOMENT


IT’S GOT TO BE SUMMER SOMEWHERE MOMENT


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


“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



INVERT THE ORGANIZATIONAL

CHART


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


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


CONCEPT PLANPLANTA BAJA

FUENTE DE LA DIANA CAZADORA

COLUMNA DE LAINDEPENDENCIA

ENTRADA

ENTRADA

ENTRADA

PUERTA DE LOS LEONESMONUMENTO A

CUAUHTÉMOC

LA ALAMEDA



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


THE COLUMNA DE LA INDEPENDENCIAEL PALACIO DE HIERRO POLANCO 32

MUNDO LUJOCOMPLETED SITE PHOTO

PALACIO DE HIERRO


PUERTA DE LOS LEONESPALACIO DE HIERRO


THE COLUMNA DE LA INDEPENDENCIAPALACIO DE HIERRO


PALACIO DE HIERRO


THE IN-STORE ENVIRONMENT CONTINUES AS A CRITICAL TOUCHSTONE OF THE BRAND

THERE IS A NEW ERAIN RETAIL DESIGN

SAKS FIFTH AVENUE

the in best of retail’s brick and mortar new paradigm€¦ · the consumer knows what they want,...

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