Kids are an important part of ANY community – their creativity can’t be forgotten! Mom & dad - don't drink and drive!
Kids are an important part of ANY community – their creativity can’t be forgotten! Mom & dad - don't drink and drive!
Toronto’s China Town is a FULL experience of the senses – literally!
Being from Prague I was excited and proud to see the Bata Museum in Toronto. After searching high and low I discovered that there is NO information about the Bata family, or even their Czech origins - only shoes!
The people have spoken! No more fatty, sugary, processed foods - now you can eat well in a hurry!
Simply stunning! From the display to the product - you can easily lose track of time in this space.
When creativity and technology meet – great things are born! At the Ikea pop-up you can shop by touching the ACTUAL product!
How do you create an exclusive product? Sell it out…
The use of 3D imagery not only attracts your eye, but actually brings you closer to the store.
Nick Jones from Leo Barmet Chicago introduced the vision of future retail - it was technology and NOT social media that will lead the way! Penetration of mobile devices are increasing globally and with that increase retailers are able to uniquely reach their customers. The term “hybrid experience” describes a customer experience where all channels play an equal role and their syneries can increase sale up to 20%. In real time - this could mean selling directly from YouTube, or Facebook, and engaging potential customers with GPS games and location services.
Nothing is like it used to be – especially when it comes to our customers, traditional tactics no longer apply. Instead of talking about shopper marketing, Omni-channel marketing, and general insights - brands need to prove that they can adapt and truly attract their customers. Todays customer expects true care and attention – generic lingo and tactics that used to apply in the industry no longer have a place. “We as brands, have to challenge ourselves and always be ahead of the trends” – Anthony Bagley, Research Manager and CEO of New Creature.
Lynn Gonsior, from Ohio based agency ChangeUp, is continuously changing perception of how people feel about luxury and what it means to them. Especially for younger generations, luxury no longer has an emphasis on owning products - luxury is about fulfilling personal lifestyles. So if 64% of US customers believe their purchase decision is brand based - customer experience becomes more valuable than the actual price, which means we are going through a revolution in the luxury category. Luxury will forever continue to evolve, but the experience will always be the primary brand differentiator.
A few important thoughts from the Keynote speaker Karen Katz, CEO of Neiman Marcus Group.
"Brands must play an important role in our lives, not only sell stuff, they should co-create a social status.”
“Each store must play a relevant role in its neighbourhood - regardless of what they sell. The number of stores, size and specialization should have an impact on the people within that area, and who shop there. Displaying every item on the shelves is no longer completely necessary - online is now an option, but should not be a threat to the retail culture.”
“Modern technology helps us understand our customers better so we can know what they really expect from a retailer. Data tracking can help a retailer learn many things about its customer - permanent evaluation is the most important part of the process.”
Here’s an example of advertising overshadowing the product it’s selling! Even as an avid Apple customer I can see room for improvement with the Apple Watch.
“SALE” signs aren’t the only way to attract a customer - creativity and innovation now play a large role in getting customers inside retail spaces of all kinds. Impulse Zones help create a sense of immediacy for potential customers - an “ICE COLD BEER” sign on a hot summer day entices the customer to make an instant purchase.
Even gassing up your car can be an unforgettable experience. We shouldn’t underestimate the power of design simply because it is difficult to measure.
Like a romantic walk through the streets of Rome, complete with a “Fendi” fountain.
If you want a customer to invest into your product, you have to invest into his experience in your store. The Converse shoe store in Santa Monica offers some unexpected ways for customers to engage with the brand. A custom mosaic designed by local street artists, for example, is a popular spot for shop visitors to take photos, then post and share them online. You can also customize your very own pair of iconic Converse sneakers with a pattern or print designed by you.
As I walked around the grocery store I had a strange feeling I was being watched...
Retail agency McMillian Doolittle presented upcoming trends based on a Whole Food’s project in NYC. Customers are surrounded by design in this new layout – re-used materials from New York buildings and reclaimed furniture give this concept a unique look and feel. This style shows how retail can be fundamental without using all complicated theories such as multi-channel, or omni-channel. There are many ways that consumers are purchasing products these days so in order to remain relevant you must add value to the retail experience. 20% of customers remain unfamiliar with new forms of technologies – retailers should help to educate them and show their benefits.
Satisfying todays customer and gaining their attention/loyalty is no easy task. Retail communication is constantly battling the onslaught of social media, which makes it very difficult succeed. According to Florian Vollmer, strategist for the German research agency InReality - we should continue to do our best „First think about the customer, after that you can think about the technology“. Human connection and simplicity will help you to not just “sell stuff”, but to create an unforgettable experience. Retailers should not be afraid to make mistakes – it is not important what we think, but what they (customers) think!
Our society is always changing, and this change has undoubtedly effected the retail landscape. Five years of a human life doesn’t seem like much, but it’s a lifetime in the retail world – enough time for the birth of 4 generations (Millennials, Generation X , Y and Z). In 5 years Generation Z will make-up the biggist population of active customers in the world. Christian Davies, Executive Creative Director at FITCH discussed what his 19 years of on-line customer experience has taught him – he presented what should be retail ready for the upcoming years. Since the customer is the most important aspect for any retailer, any/all data that is collected should be analysed and used to the retailers advantage. Davies used a funny example: in 1977 he was in Las Vegas during an Elvis Presley convention where 2000 impersonators gathered – in 2000 the number of impersonators had jumped to 80000. Using these numbers, by 2048 Elvis Presley would take over the world. No one can predict the future - we can only listen to our customers and do our best to make them happy.
What’s the most important factor a store can do to convince customers to buy a product/servie? Focus your marketing techniques – target your customer communication according to age, income, ethnicity and other various factors. Knowing your customer is a MUST! POPAI Research Director, Madeline Baumgartner, presented an intriguing comparative study for a multitude of target groups. How do you decide to buy? When do you decide to buy? Where do you decide to buy? etc. These factors change drastically depending on the demographic - Baby Boomers, Milenial Shoppers, Hispanics, Male, Female, and many other identified groups, for the most part have their own spending habits. Although each group is different one main statistic remained consistent – older groups generally make their purchases off shelves, where as younger groups are more open to alternative POP methods. Although most demographic groups have their differences - all groups share a rate of 79% in-store decision making when considering a purchase. In-store navigation also remains very important to ALL groups during the purchasing process.
How do you attract local people to a football stadium who aren’t soccer fans? Seems like a city’s history is the key - Markus Schwitzke and his design team completely transformed not one, but two soccer stadiums in German to pay homage to their heritage. Both stadiums are located in cities with a rich industrial culture - Schwitzke and his team customized each venue to reflect each unique tradition. The walls of the Leverkusen stadium are painted with pictures of the clubs most famous players from the past – the entrances of the locker rooms in the Essen Schalke stadium are hung with traditional miner garb to symbolize their hard working past. Schwitzke: “Use visual language that will be attractive for younger generations and also use a graphic elements representing heritage that is relevant to locals. To doing it you will get much more than you expect. Markus Schwitzke, Managing partner – Schwitzke Graphics GmbH.
Emotional stimulation helps to sell more than just a promotion or product - Christopher Brace, CEO of Shopper Intelligence believes customer experience and emotional truth can become a great help for sales. Shopper Intelligence is a company that measures emotion in retail – drawing attention to an emotion of a potential consumer is directly linked to an increase in sales. As technology continues to play a large role in our lives, consumer emotions help to sell more than ever as they become increasingly easier to define and measure.
Design is an irreplaceable element in the culture of every brand - the best and most successful brands know how to manipulate design almost perfectly. Design is not just what is "nice to have", but rather something that helps define their identity in the eyes of customers. Visualization is the key, whereas written word is much more complicated and subjective. Brands with great design have a large advantage and can be much more successful – strong visuals attract customers unlike anything else. (Examples: Apple, Target, or Starbucks). Presented by James Damian, Founder of Brand Integrated Services.
If a brand wants to attract new customers and be successful, sometimes a simple change will do the trick. Hyundai made a change to their sales techniques when London based agency, Daziel and Pow transformed the regular Hyundai showroom into a "car boutique". With minimal staff, large format digital LED screens and interactive kiosks were installed – customers could research and investigate the cars at their leisure. Not only was there a huge increase in overall potential customers (55,000 compared to 250 for the same period), but also a change in the customer demographic (58% of traffic was female). "Can you recall a showroom that will attract more attention in women than in men?" Asked listeners Keith Ware, Development Director, Dalziel and Pow.
How do you build a brand that customers can trust? Engage them, let them play, have fun, and express themselves. Mario Chadd, founder of the restaurant chain Spoleto shared a number of ideas on how to attract customers: give kids a chance to cook, ask your guests about their own recipes, or even support local community artists. Maintaining his integrity and remembering his roots are clearly paying off for Chadd as Spoleto already has 380 branches in Brazil. This month Spoleto will be hitting the US market - serving authentic, and delicious pasta prepared fresh in front of the customers. Too bad it’s only in Cincinnati for now…
Creating experiences for customers can work also through localization. This is not necessarily bound to the place where customers live, but also with common hobbies, such as the successful mass popular TV series. We live in a time of a large number of high-quality series that are tracked across generations. "Both of these areas help the customer to open the way to his ego and thus logically attract his attention and interest in the product" says Joan Insel, Retail Design Strategist at Callison.
A brands mission is not to fill shelves with goods and services, but rather to offer effective customer solutions that add value to a product they are already willing to pay for. Having a great product remains the primary key for success – without the product, marketing or communication is irrelevant. The retail landscape is continually changing and we are forced to adapt in order to remain competitive. These ideas and other retail strategies (including the introduction of Coors Light in the US) were presented by Gerry O'Brion.
Agnes Sciby, President of POPAI Hungary, presented research on consumer perception/experience of POS & POP while in-store. Brands spend enormous sums of money on the acquisition and placement of these systems within their retail spaces, but do not know how effective they are in terms of sales. Only 56% of customers are interested in secondary placement and continue to make their purchase off the shelves. The average time to read one of these communications is about 0.9 seconds, however customers often overlook them - only 16% of customers make purchases from these specialty areas.
Global Shop 2015 keynote speaker Nadia Shouraboura, shared her experience as a store owner – directly linking the use of technology to sales. Customers choose their items by using smartphone software - the selected products are then delivered directly to the fitting room to the customer. Shouraboura predicts that retail will change drastically over the next five years primarily through the use and implementation of technology – also that technology will remain as an important long-term solution. In theory, Shouraboura thinks these types of technologies will help facilitate an experience for the customer – creating a positive atmosphere related to the brand/product.
The Toronto Blue Jays retail display is a great example of where digital media is going at the store level
I love it when brands use materials other than paper.
An interesting CIBC kiosk at the Toronto Pearson airport.
Fossil’s holiday window display featured some pretty battered looking shipping boxes. Apparently, cardboard is still a big trend.
While doing some Boxing Week shopping in Southgate Centre in Edmonton, I came across an interesting retail concept from Shaw Communications. Some good examples of how digital communication can be used effectively in-store.
I used to think that store fronts needed clean windows. But Abercrombie & Fitch and this newly designed Lululemon store in Edmonton Canada convinced me that old rules can be broken.
After a long break - Apple upgraded their store windows giving a glimpse of the future.
Apple has a new retail communication strategy. Its no longer all about hero shots of Apple products, but how Apple devices can be used in the everyday.
Bathroom faucet with built-in digital ad display? Yep, Vegas has it.
Virtually every type of store fixture could be found at Global Shop…..
When you order a bottle of wine in the Aureole Restaurant, it comes up to your table on a lift. Amazing!
Twice the experience – one theme. You can go for a few dewy dark beers in an authentic Irish pub, and then buy souvenirs at the flagship next door. Or do it the other way around. Either way, both experiences fit the theme and hook customers every time. Simple and effective.
On a Starbucks patio you`ll never be alone. Check out the transparent graphics treatment...
Marketing nowadays will attempt to capitalize on almost any social issue. Sometimes I wonder if this was really about ecology and the environment, or if it was just a way to get my contact information.
The “Embrace your Imperfections” campaign took a lot of courage, but I question if this shock approach to communications works...
It’s always great weather for shopping in Las Vegas…
Simply beautiful. The retail experience as it should be.
Window posters made of only paper just don't cut it any more...
If there was a rule about only one poster per window, it was made to be broken...
Strong local communication responding to a local need helps build customer loyalty.
Shop windows don't always need to be made of glass, nor must they always display discounted merchandise. Display windows are also capable of communicating brand values and emotions. And in combination with a local approach, this can be an extremely effective marketing tool.
Now I get why Apple trademarks every thing…
If you don't know what to say, let the product speak for itself.
It just goes to show. Great product packaging can be found anywhere. Even in a city where the average snow blower has more mileage than a car.
Starbucks really thinks of everything. Every customer needs to enjoy their coffee, right?
I c. You c. We ALL c! Don't already own an iPhone 5c? Maybe this colourful shop window will convince you.
The Digital tool helps to reduce waiting time for the right shoe size. Shop assistant scans the price tag, choose your size and send the data directly to shop storage. Your shoe is found in a minute and through the belts delivered back to store quickly. Another shop assistant will bring it in a minute. Everyone has the role and waiting time is significantly reduced.
Levi‘s has introduced this totally new store concept in Chicago, and the roll-out in Europe is underway as well. Once again, despite the retail trend towards digital displays, Levis sticks to basic posters thumb tacked to the wall to do its communicating - and rather effectively I might add.
Hudson Bay choose for its shop-windows impressive motion decoration inspired by typical holiday activities. Smart and beautiful way how to attract customer and remind him that shopping time is coming.
This Crate & Barrel Christmas window casts a magical spell over shoppers - reminding them it's time to start buying seasonal gifts.
While enjoying being lost in the sights of Michigan Avenue, I got caught in the net of these great Louis Vuitton branding visuals.
A window display that's impossible to miss…
I couldn´t miss seeing this classic piece: there aren´t many of them in the world and this one in Chicago proudly carries Big MJ´s legacy.
The worlds premier grill manufacturer has opened its own restaurant in Chicago. All the meals are delicious and prepared, of course, only on its own products. A great idea for self-promotion. What if Miele opened its own laundry service…?
Proof that even traditionally boring navigation aids can benefit from creative approaches.
The Starbucks store in Time Square displays all its Facebook and Twitter newsfeeds on a cool digital wall. "Drink in" imporatnt information while enjoying a cup of coffee.
Lego, one of my all-time personal favourites, is back. These window displays on Michigan Avenue in Chicago are built entirely out of Lego.
I expect creative presentations in clothing or sport equipment stores, but this Best Buy window on Michigan Avenue proves that even appliance retailers can creatively capture a customer´s attention.
Kudos to AT&T on this interactive store that ensures a very personal experience for customers: with the products on display and also the learning provided on how to use them. Truly one of the pearls of Michigan Avenue and a standout among mobile operator stores.
If you'll pardon yet another pun appearing in our blog, not all flagship stores sail well at all. While some manage to draw all of your attention to the products being offered, many of them go all out to impress customers with pompous branding, unique decorative materials and various new technologies.
I recently almost got lost in a major retailer's flagship store where the design was breathtaking and the huge product assortment almost shocking - and this was just a doll shop!
Thinking "out of the box" applies to creating retail solutions – as it does to any thinking process. Here we see a wonderful use of standard posters, using layers, to literally tell the story!
The platform of Lulu Lemon`s marketing strategy has been to engage and work with the communities it serves. Lulu Lemon shops not only offer active clothing, but also yoga and aerobics classes.
Moreover, the style of communication is always adapted to the region in which it appears. Here in a Victoria store you see posters featuring local fitness trainer Bob. In Toronto you`ll see Kate leading a yoga class. The concept is to feature local fitness people, and you can even meet them person when attending local yoga class.
The Telus headquarters in Toronto features a massive interactive LED cube: its light reacts to the surrounding environment for added impact.
In my opinion, this is a great example of local marketing. Wind Mobile found a very inexpensive and creative way to use the good old chalk board – they update the menu every day so it is always fresh.
Having become an iconic Canadian retail brand in outdoor equipment, Mountain Equipment CO-OP stores can be found all across Canada. Along with product information, you`ll find many interesting displays.
Junk shop on the Queen Street in Toronto: its display makes it one of the most noticeable stores in the neighborhood.
Not every A-stand has to look the same! Even a standard store sign can present a dynamic brand experience.
During my travels I haven´t seen many shops that have invested so much time and expense into every detail of the window display. Stand back and ENJOY!
An interesting way of presenting new phones in the shop window.
Digital media is ubiquitous in today's retail. In an Edmonton Disney store it is used in a large thematic backdrop changing the whole mood of the store.
Even during renovations, cover-up posters can be put to effective use…
Have you ever withdrawn money from an ATM drive through?
On the ferry between Vancouver and Victoria, I found a great example of effective communication. Please excuse the poor-quality image taken on a rocking ferry! The sign on this stack of napkins says: "Made from the trees. Please take only what you really need."