presentation retail in transition icsc canadian convention toronto 2017
TRANSCRIPT
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 [email protected]
@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 [email protected]
@frankquix
Office +31 33 2454637
Mobile +31 6 55825887
www.qanda.nl