what makes a destination?

SPEAKER: JAMES FARNELL,RDI INTERNATIONAL PRESIDENT, RETAIL DESIGN INSTITUTE; CREATIVE DIRECTOR, BRAND EXPERIENCE STUDIO, LITTLE

C-STAR RETAIL CONFERENCE, SHANGHAI MAY 2015

WHAT MAKES A

How designers and retailers can harness the power of design to differentiate their offer through engaging with customers in more meaningful ways.

www.retaildesigninstitute.orgWhat Makes a Destination? | C-Star Retail Conference © Retail Design Institute 2015 2

We are the retail industry's creative professionals, founded in 1961 as a collaborative community where ideas, knowledge and passion are shared to enable our members to fulfill the fast-paced planning and

design needs of retail.


Education Career Building Networking


Our members include designers working for design practices & retailers, professionals leaders in the industry, trade

representatives & students of design.

A.CREATOR, RDI

What is a destination?


CREATING A UNIFIED EXPERIENCE

Today customers have an ever increasing number of touchpoints to engage a brand, its products and services. The number of brand touchpoints have increased exponentially over the past two decades. The pressures of our “all on, all the time” society has increased our need for value, not just in the goods and services we purchase but also in the quality of interactions, and experiences we have. Customers have a sense of entitlement and they are willing to pay a premium for better service. Brands are investing and improving the customer experience not only to secure a positive brand perception but also to elicit new customers and opens the doors to ad-ditional revenue opportunities.

OMNI-EXPERIENCE SMART MOBILES

PRINT MEDIA

EXPERIENCE CENTERS

SHOP IN SHOP

IN-STORE DIGITAL

SOCIAL MEDIA

PHYSICAL STOREONLINE RETAIL

Today, a visit to the store is just one of many options shoppers have to engage with brands, an ever-increasing number of choices have become part of consumers everyday life.

SHOPPERS EXPECT THE BUYING PROCESS TO BE AS SMART, CONVENIENT AND EASY AS THE DIGITAL CHANNELS THEY LOVE.

Hence, a seamless experience across chan-nels is more than a “nice thing to have”, shop-pers believe that anything less is a nuisance. To deliver profound sensory experiences that connect with customers and improve brand loyalty, we need to bridge the space between physical & digital, we must offer CHOICE to customers and identify relevant, scalable solu-tions through which they can touch your brand.

Omni-experienceTHE NEW JOURNEY


It is becoming more difficult to differentiate and to increase customer loyalty.

The ultimate differentiator is experience.


What makes a destination?


What makes a Destination?THE THREE C’S

Content

Context

Community


THE THREE C’S

Content

Context

Community

What makes a Destination?


THE THREE C’S

Content

Context

Community



How can you foster a desire for customers to experience your product or service?

‣ PURPOSE

‣ LIMITED / LOCALIZED

‣ CUSTOMIZED

MOVIE CLIP 37SECS ‘REEBOK ‘LOCAL INK’ HTTPS://WWW.YOUTUBE.COM/WATCH?V=HL8IH-SFDT0

https://www.youtube.com/watch?v=hL8IH-SFDt0


‣ PERSONALIZATION / CO-CREATION


‣ MAKER CULTURE


‣ CURATED

‣ BATCH PRODUCED


‣ PERSONAL SERVICE

THE THREE C’S

Content

Context

Community



How can you develop a meaningful relationship with your customer by engaging

their senses to create an emotional connection with your brand?

Engaging the SensesProviding a variety oftouch-points.

Creating an Immersive ExperienceConnecting the indoors & outdoors

An active spacePlace the product in context and allow the customer to test it out


The flagship store is a showcase for the brand. Unlike other stores, the primary purpose of a flagship is to make

a differentiating statement about it’s aspirations.


What does it add that the understanding of your brand ?

How will you use the flagship store differently?

Who will you be targeting & what will they find there?

How does the flagship store fit with your other physical and online presence?

What will carry over from your flagship store to your other stores?

WHAT TO CONSIDER FOR A FLAGSHIP STORE

1

5

4

3

2


How do you remain consistent with this degree of localization?

PORTLAND NEW YORK PARIS

SINGAPORE KYOTO KOREA


Try-vertizingDiscover & purchase things in the intimate context of a home as well as to meet and learn more about the creators


PhygitalDigital show-rooming


Interactive EnvironmentsDisrupting the experience through a series of unexpected moments

Hyper Play Spaces & Laboratories / Experimental


Stage Setting


The joy of the journey

Storytelling & Engagement

AUTHENTICSTORIES

BRAND STORIES WITHEMOTIONAL POWER

MEMORABLE EXPERIENCESBRANDED MOMENTS

OF DELIGHT

SIGNATURE MOMENTS OF DELIGHT

MAKE STORIES MEMORABLEAND EXPERIENCES UNIQUE

+ =

Mount Agung, Bali 8.342° S 115.508° E.

Experiences forge meaningful connections between shoppers and

their brands.

Transcend the transaction through

Context and Storytelling

Visit blog on 'Experience Design' here http://littlespeakeasy.com/?p=1682

create brand advocates

the fundamental relationship between content, it’s

context & the surrounding community must be strong

to create a successful retail destination

Storytelling / EducationalCreating an emotional connection with the customer

Storytelling / EducationalIntuitive and integrated technology

MOVIE CLIP | DALZIEL + POW, ‘PLAYFUL INTERACTION’ HTTPS://YOUTU.BE/P_BEA6DSWLE

https://youtu.be/P_BeA6dSWLE

THE THREE C’S

Content

Context

Community


AnthropologicalA growing appetite for retail with a more culturally enriching, harder-to-come-by,

experiential accent.

LocalProviding local staff & customers with a sense of

ownership and belonging.

SocialThe physical store remains a key platform for experiential, communal brand experiences –

spurring sales across other channels.

Se·mi·ot·icsCustomers want a story - they are searching for

meaning - greater depth to brands and the products they choose.


Storytelling / Educationalmeaning, place making, story & depth, richer experiences

CASE STUDY | T2 ‘STORE OF THE YEAR’


T2 HeadquartersMain entrance

Landini Associates CLIENT PROJECT DATE PAGE

Design and Brand Consultants T2 T2 CASE STUDY 15.01.11 4

T2 Headquarters | Main Entrance


T2 HeadquartersStudio



T2 Headquarters | Studio


T2 HeadquartersReception



T2 Headquarters | Reception




T2B ArrivesSydney Westfi eldT2B Arrives | Sydney Westfield

www.retaildesigninstitute.orgWhat Makes a Destination? | C-Star Retail Conference © Retail Design Institute 2015 60Landini Associates CLIENT PROJECT DATE PAGE


T2B ArrivesSydney Westfi eld

T2B Arrives | Sydney Westfield




T2B ArrivesQVB Kiosk, SydneyT2B Arrives | QVB Kiosk Sydney




T2 FlagshipsT2 Shoreditch - Redchurch Street, LondonT2 Flagships | T2 Shoreditch - Redchurch St, London



T2 FlagshipsT2 Shoreditch - Redchurch Street, London

T2 Flagships | T2 Shoreditch - Redchurch St, London




T2 FlagshipsT2 SoHo - Prince Street, New York

T2 Flagships | T2 SoHo - Prince St, New York



T2 FlagshipsT2 Shoreditch - Redchurch Street, London

T2 Flagships | T2 Shoreditch - Redchurch St, London


T2B Arrives | Film

T2B ARRIVES | MOVIE CLIP HTTP://WWW.LANDINIASSOCIATES.COM/FILMS/

http://www.landiniassociates.com/films/


A transformation of the retail journey, slow stores will offer an antidote to many consumers’

hyper-connected, over-stimulated lives.

5 Takeaways

Destination anywhere

1

Points of interest become points of sale.

2

Authenticity

3

The unfiltered store

4

Simple and sensory

5


Explore ways to implement change. To stay fresh in front of the customer and to maintain momentum

in a rapidly changing world.

What makes a destination?


“One thing we share in common is our passion for design and the skill to craft memorable experiences.

Join the Retail Industry’s leading body of creative professionals today!”


SearchingThe Institute is seeking founding members of the

Shanghai Chapter to help shape the creative retail community of tomorrow in China.

Sponsorship


SharingPresentation: slideshare.net/retaildesigninstitute

http://slideshare.net/retaildesigninstitute

Sources & Acknowledgements: Retail Design Institute’s 44th International Store Design Competition, Racked NY, B&N Industries Report, Stylus, WWD, Wallpaper, Monocle. Presented by the Retail Design Institute retaildesigninstitute.org & content provided by Little littleonline.com

http://retaildesigninstitute.org

http://littleonline.com

what makes a destination?

Design

design needs of retail

power of design

design practices retailers

cs content context community

brand experience studio

stomer experience

collaborative community

number of brand oints