Monthly Archives: February 2015

True Comittment

Posted By admin February 10, 2015

China mall flag ceremony.001

 

This is a mall in Beijing where every morning at 9 AM sharp there is a very formal opening ceremony with a military team that marches out to the mall entrance and conducts a flag ceremony. You can see how the woman has the flag, throws it out into the wind but it blows back into her face and covers here head. Undaunted and committed to the cause she salutes on cue and remains in this position until the end of the music when she walks away unfazed. I admire the demonstration of commitment of this sequence.

Surprise!

Posted By admin February 10, 2015

Cow window

I love visual merchandising like this, it surprises and delights, whenever you make a customer smile you’ve achieved a goal.

Delivering a Fashion Experience

Posted By admin February 10, 2015

Las Vegas fashion mall

Even now years after it was first introduced I continue to believe that the runway raising out of the floor at the Las Vegas fashion mall is one of the best retail fashion experiences. It has a strong theatrical component, physical scale, technological intrigue,  and a clear experiential connection the great fashion shows in Europe.

The Importance of Process – Part 3

Posted By admin February 10, 2015

Best in class retailers, ones that have been truly successful, place great importance on brand strategy and designing the customer experience. They recognize that there is tremendous value in doing it right. There is simply too much at stake (time, money, brand equity, consumer loyalty, etc) not to follow a proven and well-documented process.

 

Key Success Factors

 

I think there are a couple of underlying key success factors mentioned above that are genuinely important and require special mention:

 

1. The process for creating compelling retail environments is basic, the secret lies in the execution.

 

2. Invest in intellectual capital (steps 1 – 3). A sound brand strategy will always generate much better ROI.

 

3. You must define and document your strategy. It will save enormous amounts of time and money later in the process.

 

4. Think like a customer! Are you meeting their need and wants? How do you connect with them on an emotional level?

 

5. Never stay still, always keep innovating. Your customers are always changing, you need to be aware of changes in the market and adapt to remain relevant.

 

6. Consumers have more choices than ever so you must differentiate yourself and provide a compelling reason for consumers to choose you.

 

Your store is right next to one of your biggest competitors. A consumer walks by and will go in to your store or theirs. They have a choice to make.

 

Why would they choose you?

 

 

 

 

 

 

Read Part 2 here

Read Part 1 here

The Importance of Process – Part 2

Posted By admin February 10, 2015

In general, we recommend a simple process with a few fundamental components:

 

Research the Market / Your Customer

This is one of the areas of real weakness in many retail plans which is understandable given the difficulty of acquiring quality data. However, that is no excuse for not using every avenue available to gather sound data on your customer profile and what they need/want. After all, this data will be the basis for your brand and product strategy. You need to get this right.

 

Strategy

We often ask retailers if they have a business or brand strategy and the answer is usually yes. However, when we ask to see the strategy document clients are frequently unable to produce one. Your strategy is the reference point for most future decision-making. Write it down, share it with all your staff, explain why this strategy has been chosen, get your senior management team committed to it, operationalize it and convert it into a culture! This is the most critical reference point for decision making so it needs to be crystallized, documented and shared.

 

Branding

Strategy is a largely internal function while branding is the external representation of that strategy. This is where you must think like a customer: what is the physical or experiential expression of your strategy relative to your consumers lifestyle? A simple brand strategy platform would include pillars, character, essence, positioning and desired customer response (simple to say, often more difficult to agree upon!). Again, this needs to be clearly articulated and communicated to everyone, especially your advertising and design consultants. Be prepared to think laterally and be creative as your strategy needs to be unique and compelling. Be aspirational, your goal should be to impress, amaze and captivate your customer. Think WOW!

 

Design

This is where you receive the benefit of the hard work in the first 3 steps: converting strategy into design. If you have good documentation of the process and a design consultant who is strategic, you will quickly receive a concept that accurately reflects your business objectives. This is the true “value-add” to be gained from this process: effective and focused design solutions. We have found that without a clear strategic direction this phase can be fragmented, contentious and slow. In projects where there has been a solid effort earlier in the process this phase is dynamic and profound – the realization of the vision.

 

Implementation

Although a tactical function, the execution of the concept requires diligence and carefully managed compromise. Of course, there will always be issues that need revisiting, but in general the core objective is to ensure continuity with Phases 1 – 4. As issues arise it is a simple exercise of revisiting the strategy and brand using it as a reference point for decisions: identify the issue – review in the context of the strategy/brand (does it fit in with your strategy and brand? Yes? Then it’s in! Does it waiver from your strategy and brand? Then it’s out) – discussion of viable options – decision. Simple.

 

Concept Evolution

A new concept is rarely, if ever, perfect right out of the box. All concepts need refinement and adjustment of some kind. If nothing else, changes in market conditions or the behavior of consumers dictates that you review the performance of the concept and adapt as required. You always need to be thinking about how to make it better. Consumers are always evolving and changing their shopping patterns, so you need to as well!

 

 

 

 

 

 

Read Part 1 here

Where the music comes from

Posted By admin February 8, 2015

In response to clients who have difficulty understanding the process of strategy and design I found a brilliant quote from Brian Grebow: When I hear that “my cousin’s son has computer in his basement and he can do it cheaper,” I try to say kindly that “The music is not in the violin.”