what makes a destination?
TRANSCRIPT
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SPEAKER: JAMES FARNELL,RDI INTERNATIONAL PRESIDENT, RETAIL DESIGN INSTITUTE; CREATIVE DIRECTOR, BRAND EXPERIENCE STUDIO, LITTLE
C-STAR RETAIL CONFERENCE, SHANGHAI MAY 2015
WHAT MAKES A
How designers and retailers can harness the power of design to differentiate their offer through engaging with customers in more meaningful ways.
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We are the retail industry's creative professionals, founded in 1961 as a collaborative community where ideas, knowledge and passion are shared to enable our members to fulfill the fast-paced planning and
design needs of retail.
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Education Career Building Networking
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Our members include designers working for design practices & retailers, professionals leaders in the industry, trade
representatives & students of design.
A.CREATOR, RDI
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What is a destination?
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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
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It is becoming more difficult to differentiate and to increase customer loyalty.
The ultimate differentiator is experience.
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What makes a destination?
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What makes a Destination?THE THREE C’S
Content
Context
Community
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THE THREE C’S
Content
Context
Community
What makes a Destination?
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THE THREE C’S
Content
Context
Community
What makes a Destination?
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THE THREE C’S
Content
Context
Community
What makes a Destination?
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How can you foster a desire for customers to experience your product or service?
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‣ PURPOSE
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‣ LIMITED / LOCALIZED
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‣ CUSTOMIZED
MOVIE CLIP 37SECS ‘REEBOK ‘LOCAL INK’ HTTPS://WWW.YOUTUBE.COM/WATCH?V=HL8IH-SFDT0
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‣ PERSONALIZATION / CO-CREATION
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‣ MAKER CULTURE
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‣ CURATED
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‣ BATCH PRODUCED
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‣ PERSONAL SERVICE
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THE THREE C’S
Content
Context
Community
What makes a Destination?
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How can you develop a meaningful relationship with your customer by engaging
their senses to create an emotional connection with your brand?
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Engaging the SensesProviding a variety oftouch-points.
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Creating an Immersive ExperienceConnecting the indoors & outdoors
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An active spacePlace the product in context and allow the customer to test it out
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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.
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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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5
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3
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How do you remain consistent with this degree of localization?
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PORTLAND NEW YORK PARIS
SINGAPORE KYOTO KOREA
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Try-vertizingDiscover & purchase things in the intimate context of a home as well as to meet and learn more about the creators
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PhygitalDigital show-rooming
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Interactive EnvironmentsDisrupting the experience through a series of unexpected moments
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Hyper Play Spaces & Laboratories / Experimental
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Stage Setting
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The joy of the journey
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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
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create brand advocates
the fundamental relationship between content, it’s
context & the surrounding community must be strong
to create a successful retail destination
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Storytelling / EducationalCreating an emotional connection with the customer
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Storytelling / EducationalIntuitive and integrated technology
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MOVIE CLIP | DALZIEL + POW, ‘PLAYFUL INTERACTION’ HTTPS://YOUTU.BE/P_BEA6DSWLE
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THE THREE C’S
Content
Context
Community
What makes a Destination?
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AnthropologicalA growing appetite for retail with a more culturally enriching, harder-to-come-by,
experiential accent.
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LocalProviding local staff & customers with a sense of
ownership and belonging.
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SocialThe physical store remains a key platform for experiential, communal brand experiences –
spurring sales across other channels.
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Se·mi·ot·icsCustomers want a story - they are searching for
meaning - greater depth to brands and the products they choose.
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Storytelling / Educationalmeaning, place making, story & depth, richer experiences
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CASE STUDY | T2 ‘STORE OF THE YEAR’
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T2 HeadquartersMain entrance
Landini Associates CLIENT PROJECT DATE PAGE
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T2 Headquarters | Main Entrance
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T2 HeadquartersStudio
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T2 Headquarters | Studio
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T2 HeadquartersReception
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T2 Headquarters | Reception
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T2 HeadquartersReception
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T2 Headquarters | Reception
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Landini Associates CLIENT PROJECT DATE PAGE
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T2B ArrivesSydney Westfi eldT2B Arrives | Sydney Westfield
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T2B ArrivesSydney Westfi eld
T2B Arrives | Sydney Westfield
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T2B ArrivesQVB Kiosk, SydneyT2B Arrives | QVB Kiosk Sydney
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T2 FlagshipsT2 Shoreditch - Redchurch Street, LondonT2 Flagships | T2 Shoreditch - Redchurch St, London
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T2 FlagshipsT2 Shoreditch - Redchurch Street, London
T2 Flagships | T2 Shoreditch - Redchurch St, London
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T2 FlagshipsT2 SoHo - Prince Street, New York
T2 Flagships | T2 SoHo - Prince St, New York
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Landini Associates CLIENT PROJECT DATE PAGE
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T2 FlagshipsT2 SoHo - Prince Street, New York
T2 Flagships | T2 SoHo - Prince St, New York
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T2 FlagshipsT2 SoHo - Prince Street, New York
T2 Flagships | T2 SoHo - Prince St, New York
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T2 FlagshipsT2 Shoreditch - Redchurch Street, London
T2 Flagships | T2 Shoreditch - Redchurch St, London
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T2B Arrives | Film
T2B ARRIVES | MOVIE CLIP HTTP://WWW.LANDINIASSOCIATES.COM/FILMS/
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A transformation of the retail journey, slow stores will offer an antidote to many consumers’
hyper-connected, over-stimulated lives.
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5 Takeaways
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Destination anywhere
1
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Points of interest become points of sale.
2
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Authenticity
3
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The unfiltered store
4
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Simple and sensory
5
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Explore ways to implement change. To stay fresh in front of the customer and to maintain momentum
in a rapidly changing world.
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What makes a destination?
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“One thing we share in common is our passion for design and the skill to craft memorable experiences.
Join the Retail Industry’s leading body of creative professionals today!”
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SearchingThe Institute is seeking founding members of the
Shanghai Chapter to help shape the creative retail community of tomorrow in China.
Sponsorship
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SharingPresentation: slideshare.net/retaildesigninstitute
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Sources & Acknowledgements: Retail Design Institute’s 44th International Store Design Competition, Racked NY, B&N Industries Report, Stylus, WWD, Wallpaper, Monocle. Presented by the Retail Design Institute retaildesigninstitute.org & content provided by Little littleonline.com