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

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Transcription:

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

LITTLE Overview We are recognized for developing exceptional design solutions that deliver RESULTS BEYOND ARCHITECTURE in the workplace, community, healthcare and retail industries. 06 05 P A C I F I C O C E A N 02 03 04 01 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 2015 www.littleonline.com 2

RETAIL Expertise SUPERMARKETS RESTAURANT & FOOD SERVICE SPECIALTY RETAIL INTERIORS FASHION & APPAREL FINANCIAL Rethink Retail: Localize Retail Asia Expo Little 2015 www.littleonline.com 3

RETAIL Selected Client List Rethink Retail: Localize Retail Asia Expo Little 2015 www.littleonline.com 4

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 2015 www.littleonline.com 5

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 2015 www.littleonline.com 6

Creating a retail destination.

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 2015 www.littleonline.com 8

Rethink Retail: Localize Retail Asia Expo Little 2015 www.littleonline.com 9

It is becoming more difficult to differentiate and to increase customer loyalty. The ultimate differentiator is experience. Rethink Retail: Localize Retail Asia Expo Little 2015 www.littleonline.com 10

What makes a destination? Rethink Retail: Localize Retail Asia Expo Little 2015 www.littleonline.com 11

CONTENT CONTEXT COMMUNITY Rethink Retail: Localize Retail Asia Expo Little 2015 www.littleonline.com 12

CONTENT

How can you foster a desire for customers to experience your product or service? Rethink Retail: Localize Retail Asia Expo Little 2015 www.littleonline.com 14

PURPOSE

LIMITED / LOCALIZED

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

PERSONALIZATION / CO-CREATION Rethink Retail: Localize Retail Asia Expo Little 2015 www.littleonline.com 18

MAKER CULTURE Rethink Retail: Localize Retail Asia Expo Little 2015 www.littleonline.com 19

CURATED Rethink Retail: Localize Retail Asia Expo Little 2015 www.littleonline.com 20

BATCH PRODUCED

PERSONAL SERVICE Rethink Retail: Localize Retail Asia Expo Little 2015 www.littleonline.com 22

CONTEXT

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 2015 www.littleonline.com 24

Engaging the Senses Providing a variety of touch-points.

Creating an Immersive Experience Connecting the indoors & outdoors

An active space Place 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. Rethink Retail: Localize Retail Asia Expo Little 2015 www.littleonline.com 28

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 2015 www.littleonline.com 30

How do you remain consistent with this degree of localization? Rethink Retail: Localize Retail Asia Expo Little 2015 www.littleonline.com 31

PORTLAND NEW YORK PARIS SINGAPORE KYOTO KOREA

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 2015 www.littleonline.com 33

Phygital Digital show-rooming Rethink Retail: Localize Retail Asia Expo Little 2015 www.littleonline.com 34

Interactive Environments Disrupting the experience through a series of unexpected moments Rethink Retail: Localize Retail Asia Expo Little 2015 www.littleonline.com 35

Hyper Play Spaces & Laboratories / Experimental

Stage Setting Rethink Retail: Localize Retail Asia Expo Little 2015 www.littleonline.com 37

The joy of the journey Rethink Retail: Localize Retail Asia Expo Little 2015 www.littleonline.com 38

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

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 Mount Agung, Bali 8.342 S 115.508 E.

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

Storytelling / Educational Creating an emotional connection with the customer

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

COMMUNITY

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

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

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

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

Storytelling / Educational meaning, place making, story & depth, richer experiences Rethink Retail: Localize Retail Asia Expo Little 2015 www.littleonline.com 52

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 2015 www.littleonline.com 53

5 Takeaways

1 2 3 4 5 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.

A localized design brings you closer to the community and your customers closer to your brand. Rethink Retail: Localize Retail Asia Expo Little 2015 www.littleonline.com 56

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 2015 www.littleonline.com 57

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