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Want to create an inspiring consumer experience with your brand, but need a little inspiration? This RetailOasis whitepaper is dedicated to those retailers from around the world creating inspiring store experiences, engaging digital environments and immersive brand interactions that create long lasting consumer love.
Citation preview
powerof brand
experiences
"Never buy something unless you're sure you
know how to sell it”Arthur Daley - Minder
This quotation talks to a changing idea
that has been hitting retail shores for a
little while….
…what is it?
That how we sell has completely changed
Once upon a time retail lived well above CPI, in ‘05 we took a dip and has been consistently under performing since
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Categories that involve experience have successfully grown, while more traditional retail like department store shopping has further fallen victim to changing consumer behaviour
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Series1 Series2 Series32011 2012 2013
Today’s retail environment has made it a little more difficult to win over the hearts of consumers... especially when:
You can buy what you want, Where you want, How you want, For how much you want, And from who you want
“I want direct from manufacturer prices”
“I want an endless range of colours &
styles to choose”“I want to
get it delivered
today”“I want
access to international
retailers brands”
“I want a branded
experience”
Consumers are expecting more
Historically, retailers in Australia won on place and price
price
range
location
access
brands
personal
service
environment
The traditional retail arena dominated if they had the best location on a high street, shopping or destination centre
Essentially, they survived by acting as supplying warehouses close to consumers
But the game has changed, now the box of tricks has narrowed
price
range
location
access
brands
personal
service
environment
Moving from brick & mortar to omni-channel, location is no longer your competitive advantage and a price advantage is harder to prove
The tool kit focus has therefore changed…the key to survive and thrive is how your environment, service and personal proposition come together for a great experience to inspire
Price ‘em low, stack ‘em high and watch
‘em go
Weave into their world to reach into
their wallet
savvier consumer
market shakeup
access to offshore brands
digital enablement
This has seen retailers moving from a “stack ‘em high” to a “weave into their world” approach
Retailers are starting to embrace brand experience innovation
Burberry"The world is moving so fast. There is absolutely no room for
laziness or for resting on your laurels,” Christopher Bailey, the firm's chief creative officer
Amazon"If you do build a great experience, customers tell each other
about that. Word of mouth is very powerful.” Jeff Bezos CEO
Macy’s"Macy's is kind of the leader right now in a lot of digital initiatives.
They've been trying out lots of digital initiatives to engage with shoppers in their homes and in stores,”
Jeff Hardison, VP of Marketing and Business for Meridian (Macy’s partner)
http://mashable.com/2012/11/08/macys-indoor-gps/http://retailindustry.about.com/od/frontlinemanagement/a/Amazon_CEO_Jeff_Bezos_quotes.htmhttp://www.guardian.co.uk/fashion/2012/sep/12/burberry-london-shop-websitehttp://pandodaily.com/2013/06/01/meet-the-apple-of-the-coffee-world-nespresso/
Retailers doing it right have mastered the creation of engaging experiences to inspire and delight consumers across channels
great staff service
inspiring environmen
t
online & mobile
integration & inspiration
personalised communicati
ons
personalised products
efficient fulfillment
immersive experiences
Macy’sDelivering the next generation
in store experience, Macy’s have embraced in-store Google maps, NFC offers, Beauty Spot kiosks to self diagnose/select, mobile integration and even
assistance with their jean selector
Online & mobile integration & inspiration – personalised communications
BurberryRevolutionising their brand experience, Burberry have
leaped forward with augmented reality as the tool to deliver an immersive and inspiring omni-
channel experience
Immersive experience – inspiring environment – online & mobile integration & inspiration – great staff service
Make Up For Evers
(Sephora)Latest Sephora concept store is all about behind the scenes at a
fashion show, with video footage playing, demo bars to
build the brand around the new range
Inspiring environment – great staff service – immersive experiences
NespressoBenchmark in how to build a
brand outside of the supermarket, Nespresso are
digitally integrated, store experience that draws you in
and use consumer data in their club for personal touches
Efficient fulfillment – inspiring environment – great staff service
SuperGlueRecently opening it’s doors as
an extension to Glue Store with custom tailoring of jeans,
chillout areas and even a coffee barrister to demonstrate a brand feeling outside of the
merchandise
Personalised products – immersive experience – great staff service
KochhausDescribed as a ‘Walk in recipe book’ all in one recipe tables,
food trials, a well integrated but simple site and delivery
structure for extra convenience make Kochhaus a true foodie
experience
Inspiring environoment – immersive experience – efficient fulfillment – great staff service – online & mobile integration & inspiration
MonkiInspiring store
environments just speak cool and with an online
portal that encourages you to make your own fashion
movies to share it captures the target consumer
mindset perfectly
Inspiring environment – online & mobile integration & inspiration
Nike+ FuelstationMotion-sensing LED walls change colour as customers walk past, motion-sensitive smart mirrors show film footage runners wearing products, touch screens give info on Nike+ products and Run Clubs. Highlight is a Kinect installation that allows visitors to create a life sized digital versions of themselves on screen to share via social media as well as being the hub for weekly run clubs with nutritionists and physiotherapists on hand.
Immersive experience – personalised communications – online & mobile integration & inspiration – personalised products
Mood StockholmCombining food hangouts with inspiring shopping spaces, this
department store has even gone so far to demonstrate the
brand ideal with rooftop meeting rooms for rent in their
garden space
Inspiring environment – immersive experience – great staff service
TeslaDemonstrating ingenious
design with an interactive, technology driven, custom design store and service
experience as well as personalised website
interaction to deliver brand ‘wow’
Personalised products – immersive experience – online & mobile integration & inspiration – great staff service
Supercheap AutoCompletely focused on the consumers car shopping
occasions, the latest SCA store combines easy shopping with DIY education and next gen IT
service and assistance
Immersive experiences – inspiring environment – great staff service – personalised products – online & mobile integration & inspiration
Koko BlackJewelry store meets chocolate,
what better way to celebrate an indulgence. This brand experience wows and
celebrates the product before it hits your taste buds with a
service experience
Immersive experience – great staff service
Hotel ChocolatCelebrating the purity of chocolate & an ethical
approach to sourcing, this London fashion scene concept
is a chocolate shop that’s expanded into a café, tastings, super clubs, hotel, restaurant
and even spa
Immersive experience – great staff service – inspiring environment
Dan MurphysOne of the best retailers in Australia with an ability to drive efficiency on price
while still delivering a clean and easy to navigate shopping experience
Efficient fulfillment – great staff service
Urban OutfittersTrue customisation, each
store is designed around it’s micro-consumer set that
surrounds it to engage and entertain as well as provide
great product
Inspiring environment – efficient fulfillment – immersive experience
Victoria’s SecretCatalogue to international
closet secret, VS has built an empire on it’s iconic Angels
with a brand experience that exudes sex appeal in-store and
through personal communication online
Inspiring environment – personalised communications – efficient fulfillment
Carton KingTaiwan restaurant made nearly
completely out of cardboard offers a very memorable and
completely unique brand experience that’s unexpected while also being green friendly
Immersive experiences – efficient fulfillment – great staff service
Fourth VillageThe Italian foodie destination
for great produce, pre-prepared meals, catering and in-store
dinning experience, they make it difficult to walk out with only a couple of items in the basket
Immersive experience – inspiring environment – great staff service
Le Fashion TruckFrom pop up food to fashion, Le
Fashion Truck creates unexpected fashion havens where consumers can get styled or book for private parties. A fun take on a
traditional shopping experience
Inspiring environment – personalised communications – great staff service
YogurtlandEmbracing personalisation, where consumers are not
charged on product but weight a novel idea that is well
displayed instore with self service as well as integrated
online for easy ordering
Personalised products – efficient fulfillment – inspiring environment
Ice HotelBringing fantasy to life, the Ice Hotel has embraced a single
brand thought throughout the concept from Ice bars, to Ice art
galleries and of course accommodation to create a
memorable experience
Immersive experiences – inspiring environment – great staff service
The Candy RoomCreating a child’s fantasy with a colouring book brand style
and simple to use web presence, the friendly staff and add on services such as candy
bars make it a fun brand to shop
inspiring environment – online & mobile integration & inspiration
Bauble BarOnline retailer gone pop-up
uses digital screens & interactive displays for consumers to design,
personalise & purchase jewelry with store displays showing
interactive content when pick up pieces or to upload pics
Personalised products – efficient fulfillment – immersive experience – online & mobile integration & inspiration
Warby ParkerFinally, e-com site gone store, $50 eye exams, try on glasses
and share/print with an internet photobooth, cc payments
processed on tablets, orders made in-store - mailed a week later or if you buy online get
sent five pairs – return unwanted
Efficient fulfillment – online & mobile integration & inspiration – personalised communications – personalised products
So what can we learn?Retailers are missing the one opportunity they have to use their only physical outlet to demonstrate the brand and talk to consumers in a memorable way
that builds affinity
Those that fail substitute memorable brand experiences for product clearances, lipstick on a pig
merchandising/store designs and disconnected, functional online portals
Great brand experiences rely on how
well the retailer delivers:
Inspirational omni-channel experiencesPersonalisation of communications and
productEnergised and efficient service
The power of this experience?
Consumers who love your brand, seek you out despite price discounts or access
restrictions and contribute content and insight to help you build and defend your
empire
The answerKnowing everything about your consumer and understanding what’s important, then finding unique and special ways to create
connections
What that means to retailers?
Consumer involvement in product design, edit and final pre-purchase personalisation
Services and entertainment that drive visitation
Knowledgeable staff, with training programs/benefits that encourage great service deliverySingle message, omni-
channel retailing using each channel strength to create a seamless consumer experience that excites
Using data to create meaningful consumer communications relevant to likely purchasing behaviour and personalised
Using your store to make a clear brand statement
Shorten the product lifecycle and embrace more frequency, limited ranges and click&collect
The resultA retail category that is interesting to shop again, embracing the new tool kit to create
a sticky starting point for interaction between retailer and consumer
Find out more:For more information and ideas on how you
can use the power of brand experience contact RetailOasis [email protected]
or on 02 9976 6222
Alternatively visit our website www.retailoasis.com
powerof brand
experiences