presentation retail in transition icsc canadian convention toronto 2017

Retail in Transition

Moving to Points of Engagement

Global Alliance of Retail Experts

25 mature and emerging markets

33 of the Top 50 retailers worldwide

28 of the Top 50 retailers in Europe

24 of the Top 50 retailers in the US

21 of the Top 50 manufacturers worldwide

Retail in Transition

Boxtel 1963 Seattle 2017

Retail development

Development in retail:

▪ Efficiency

▪ Expertise

▪ Experience

The blend and balancing of these key

elements creates a differentiated model

Expertise

Efficiency Experience

Retail Development

Points of Sale

▪ The earlier fifties: retail was a supply driven

business

▪ Brands & retailers use Point of Sale

marketing to convince consumers to be

selected

▪ Retailers at this stage won through efficiency

and suppliers winning at the Point of Sale

Expertise

Efficiency Experience

Retail Development

PoS

Points of Purchase

▪ Power shifted form the supplier to the retailer in

a more competitive market

▪ Efficiencies have become the basic ingredient

for all retailers

▪ Retailers & brands start Point of Purchase

marketing to stand out from the crowd

▪ Retailers need to differentiate themselves

from others on experience and expertise

Expertise

Efficiency Experience

Retail Development

PoS

PoP

Is there still space for physical retail?

YES!

Points of Engagement

▪ The power shifted again, now the customer is in charge

▪ Retail now needs to change from transactional environments to attractional environments

▪ Retailers have to add more experience and expertise to create a difference

▪ Retailers must not only compete with offline competition but also compete with online

But we will need to introduce a third layer of marketing:

▪ The power shifted again, now the customer is

in charge

▪ Retailers & brands start moving from

transactional to attractional environments

▪ Retailers have to add more experience and

expertises to create a difference

▪ Retailers must not only compete with offline

competition but also compete with online

Points of Engagement

Expertise

Efficiency Experience

Retail Development

PoS

PoP

PoE

How can we move to a Point of Engagement?

▪ Adding values on either or both the dimensions: experience and expertise

▪ Stores are becoming much more than just the place where customers transact

▪ Options to express this seem to be endless…

Expertise:the right people make the difference

Educator

Guide

Trainer

Entertainer

Fixer/

producer

Designer

Expertise

The stores as classroom, the customers as

students and the staff member as educator

Educator

The stores as classroom, the customers as

students and the staff member as educator

Educator

Trainer

The store as your fitness club with the staff

member as your personal trainer

Trainer

The store as your fitness club with the staff

member as your personal trainer

The store as theatre, the staff member as cast

member and the customer as their audience

Entertainer

The store as theatre, the staff member as cast

member and the customer as their audience

Entertainer

The store becomes a platform for product selection

with the (virtual) staff member as your guide

Guide

The store becomes a platform for product selection

with the (virtual) staff member as your guide

Guide

The store as the workshop where staff members

products manufacture, grow or fix

Fixer/producer

The store as the workshop where staff members

products manufacture, grow or fix

Fixer/producer

The store as a workshop and the staff member as

artist

Designer

The store as a workshop and the staff member as

artist

Designer

Experience:the right environment makes the difference

Evaluate

Learn

Exercise

Expression

Create

Experiment

Experience

Evaluate

Give customers the chance to try and test the real

products

Evaluate

Give customers the chance to try and test the real

products

Learn

Give customers a chance to get more out of their

purchase

Learn

Give customers a chance to get more out of their

purchase

Exercise

Give customers the chance of training together

with peers

Exercise

Give customers the chance of training together

with peers

Expression

Give customers the chance to share their

capabilities and thoughts with the other customers

Expression

Give customers the chance to share their

capabilities and thoughts with the other customers

Create

Give customers the chance of creating their own

personalized products

Create

Give customers the chance of creating their own

personalized products

Experiment

Give customers and staff members the chance for

experimentation

Experiment

Give customers and staff members the chance for

experimentation

Expertise

Efficiency Experience

"Imagination is more

important than

knowledge. Knowledge is

limited. Imagination

encircles the world.”

~ Albert Einstein

Interest in the report?

Contact Frank Quix via fquix@qanda.nl

@frankquix

Office +31 33 2454637

Mobile +31 6 55825887

www.qanda.nl

Bunte Schoko Welt – Ritter Sport

Dyson Demo

YUN LAB

ME for YOU

Globetrotter

Eataly

Apple

Sonos

Converse

Pirch

Rapha Cycling Club

YouTube store

Nike+ Run Club

Samsung 837

Starbucks Roastery

Magnum Pleasure Store

"Imagination is more

important than

knowledge. Knowledge is

limited. Imagination

encircles the world.”

~ Albert Einstein

Interest in the report?

Contact Frank Quix via fquix@qanda.nl

@frankquix

Office +31 33 2454637

Mobile +31 6 55825887

www.qanda.nl