RE-THINK RETAIL SPEAKER: JAMES FARNELL, RDI CREATIVE DIRECTOR, BRAND EXPERIENCE STUDIO, LITTLE RETAIL ASIA EXPO, HONG KONG, JUNE 2015

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1 RE-THINK RETAIL SPEAKER: JAMES FARNELL, RDI CREATIVE DIRECTOR, BRAND EXPERIENCE STUDIO, LITTLE RETAIL ASIA EXPO, HONG KONG, JUNE 2015

2 LITTLE Overview We are recognized for developing exceptional design solutions that deliver RESULTS BEYOND ARCHITECTURE in the workplace, community, healthcare and retail industries 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 328 PEOPLE IN SIX INTERNATIONAL LOCATIONS CHARLOTTE DURHAM ORLANDO WASHINGTON, DC LOS ANGELES BEIJING Services: Architecture, interior architecture, engineering, sustainable design, brand design & communication, planning & land development, digital media, and CAFM & occupancy strategies 1964 YEAR FOUNDED Rethink Retail: Localize Retail Asia Expo Little

3 RETAIL Expertise SUPERMARKETS RESTAURANT & FOOD SERVICE SPECIALTY RETAIL INTERIORS FASHION & APPAREL FINANCIAL Rethink Retail: Localize Retail Asia Expo Little

4 RETAIL Selected Client List Rethink Retail: Localize Retail Asia Expo Little

5 THE BRAND EXPERIENCE STUDIO How We Work SERVICES RESEARCH & CUSTOMER INSIGHTS BRAND ANALYSIS & IMPLEMENTATION GRAPHIC DESIGN ARCHITECTURE INTERIOR DESIGN DIGITAL MEDIA COMMUNICATIONS PROGRAM MANAGEMENT BRAND EXPERIENCE STUDIO RETAIL SUPERMARKETS RESTAURANTS & FOOD SERVICE SPECIALTY RETAIL INTERIORS FASHION & APPAREL FINANCIAL HEALTHCARE COMMUNITY WORKPLACE Rethink Retail: Localize Retail Asia Expo Little

6 THE BRAND EXPERIENCE STUDIO Guiding Principles EMOTIONAL CONNECTIONS + FUNCTIONAL = SOLUTIONS BRAND ATTACHMENT SOLVE CUSTOMERS EMOTIONAL NEEDS & WANTS PROVIDE PRACTICAL, RELEVANT SOLUTIONS CONNECT WITH CUSTOMERS & BUILD BRAND LOYALTY Rethink Retail: Localize Retail Asia Expo Little

7 Creating a retail destination.

8 THE NEW JOURNEY Omni-experience CE SMART MOBILES PRINT MEDIA EXPERIENCE CENTERS ONLINE RETAIL PHYSICAL STORE SHOP IN SHOP SOCIAL MEDIA IN-STORE DIGITAL Rethink Retail: Localize Retail Asia Expo Little

9 Rethink Retail: Localize Retail Asia Expo Little

10 It is becoming more difficult to differentiate and to increase customer loyalty. The ultimate differentiator is experience. Rethink Retail: Localize Retail Asia Expo Little

11 What makes a destination? Rethink Retail: Localize Retail Asia Expo Little

12 CONTENT CONTEXT COMMUNITY Rethink Retail: Localize Retail Asia Expo Little

13 CONTENT

14 How can you foster a desire for customers to experience your product or service? Rethink Retail: Localize Retail Asia Expo Little

15 PURPOSE

16 LIMITED / LOCALIZED

17 CUSTOMIZED MOVIE CLIP 37SECS REEBOK LOCAL INK

18 PERSONALIZATION / CO-CREATION Rethink Retail: Localize Retail Asia Expo Little

19 MAKER CULTURE Rethink Retail: Localize Retail Asia Expo Little

20 CURATED Rethink Retail: Localize Retail Asia Expo Little

21 BATCH PRODUCED

22 PERSONAL SERVICE Rethink Retail: Localize Retail Asia Expo Little

23 CONTEXT

24 How can you develop a meaningful relationship with your customer by engaging their senses to create an emotional connection with your brand? Rethink Retail: Localize Retail Asia Expo Little

25 Engaging the Senses Providing a variety of touch-points.

26 Creating an Immersive Experience Connecting the indoors & outdoors

27 An active space Place the product in context and allow the customer to test it out

28 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. Rethink Retail: Localize Retail Asia Expo Little

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30 WHAT TO CONSIDER FOR A FLAGSHIP STORE 1 What does it add that the understanding of your brand? 2 How will you use the flagship store differently? 3 Who will you be targeting & what will they find there? 4 How does the flagship store fit with your other physical and online presence? 5 What will carry over from your flagship store to your other stores? Rethink Retail: Localize Retail Asia Expo Little

31 How do you remain consistent with this degree of localization? Rethink Retail: Localize Retail Asia Expo Little

32 PORTLAND NEW YORK PARIS SINGAPORE KYOTO KOREA

33 Try-vertizing Discover & purchase things in the intimate context of a home as well as to meet and learn more about the creators Rethink Retail: Localize Retail Asia Expo Little

34 Phygital Digital show-rooming Rethink Retail: Localize Retail Asia Expo Little

35 Interactive Environments Disrupting the experience through a series of unexpected moments Rethink Retail: Localize Retail Asia Expo Little

36 Hyper Play Spaces & Laboratories / Experimental

37 Stage Setting Rethink Retail: Localize Retail Asia Expo Little

38 The joy of the journey Rethink Retail: Localize Retail Asia Expo Little

39 Storytelling & Engagement AUTHENTIC STORIES + MEMORABLE = EXPERIENCES SIGNATURE MOMENTS OF DELIGHT BRAND STORIES WITH EMOTIONAL POWER BRANDED MOMENTS OF DELIGHT MAKE STORIES MEMORABLE AND EXPERIENCES UNIQUE

40 Experiences forge meaningful connections between shoppers and their brands. Transcend the transaction through Context and Storytelling Visit blog on 'Experience Design' here Mount Agung, Bali S E.

41 Create brand advocates. The fundamental relationship between content, it s context & the surrounding community must be strong to create a successful retail destination.

42 Storytelling / Educational Creating an emotional connection with the customer

43 MOVIE CLIP DALZIEL + POW, PLAYFUL INTERACTION

44 COMMUNITY

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

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

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

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51 Se mi ot ics Customers want a story - they are searching for meaning - greater depth to brands and the products they choose.

52 Storytelling / Educational meaning, place making, story & depth, richer experiences Rethink Retail: Localize Retail Asia Expo Little

53 A transformation of the retail journey, slow stores will offer an antidote to many consumers hyper-connected, over-stimulated lives. Rethink Retail: Localize Retail Asia Expo Little

54 5 Takeaways

55 Enriched. 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.

56 A localized design brings you closer to the community and your customers closer to your brand. Rethink Retail: Localize Retail Asia Expo Little

57 Explore ways to implement change. To stay fresh in front of the customer and to maintain momentum in a rapidly changing world. Rethink Retail: Localize Retail Asia Expo Little

58 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