IRDC 2014 | PIRCH and FITCH Presentation

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FITCH's Christian Davies and PIRCH's Jeffery Sears presented at IRDC in Miami, FL on Wednesday, September 3, 2014. The presentation details the working relationship between FITCH and PIRCH, the evolution of the PIRCH brand, and the experience PIRCH offers shoppers that has completely transformed the appliance category.

transcript

PIRCH: THE REINVENTION OF RETAIL

JEFFERY SEARS, CEO, PIRCHCHRISTIAN DAVIES, ECD AMERICAS, FITCHIRDC2014

Tuesday, August 26, 14

Tuesday, August 26, 14

WHAT WE’LL BE COVERING TODAY

WHERE THE CONCEPT STARTEDHOW IT TOOK SHAPETHE JOURNEY TO OPENINGHOW IT HAS BEEN RECEIVEDWHY WE THINK IT’S DIFFERENTQ&A

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OUR STORY BEGINS...

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Kitchen. Bath. Outdoor. Joy.

Brand Identity

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Every great idea starts with a steadfast refusal to accept what is.

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Conventional thinking has its place. This is so not that place.

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The status quo. Yet another casualty in the war against boring.

Tuesday, August 26, 14

Our approach to everything is always the same: different.

In the world of business, there are those who embrace the status quo.

And then, there are those who embrace the status quo just long enough to give it a swift kick to the shin before showing it the door.

Meet Fixtures Living.

An idea as much as a company, Fixtures Living comprises a seasoned group of like-minded, forward-thinking, passionate professionals who looked at

an entire industry and said (in the immortal words of Los Lobos):

“Is this all there is?”

It appears to be a question, but it’s really a philosophy — of rejecting outmoded paradigms. And of creating meaningful, engaging experiences.

Fixtures Living believes that “conventional thinking” is not really thinking at all; that current models — based on moving boxes

out of showrooms, onto trucks and into homes — is emphatically not a model way to do business.

Today, the industry is largely appliance-centric — when, in fact, it should be consumer-centric. To that end, Fixtures Living does not ask visitors what they’d like to buy, but rather, how they’d like to live.

Such an inquiry represents a substantial shift — away from selling sheet metal, and toward providing long-term lifestyle experiences.

Simply put, Fixtures Living is redefining the role a store can play in this sector. Not content to merely write up a sales ticket, Fixtures Living embraces its duty as a trusted ally in the quest to realize the visions of its clients.

As a result, the shopping experience is being transformed — from a mercenary transaction into a meaningful journey.

And, at the end of the day, it is this very dynamic that permits Fixtures Living to provide its clients with the single most compelling and unique brand promise in the business:

Kitchen. Bath. Outdoor. Joy.

Tuesday, August 26, 14

Who You Aren’t is as important as Who You Are.

FIXTURES LIVING IS NOT:

An appliance store

Predictable

Ordinary

Purchase-focused

Product-focused

Vendor-focused

Discount / Deal-focused

High-pressure / Pushy

Pretentious / “High Brow”

FIXTURES LIVING IS:

Innovative

Progressive / Ahead of the Curve

Experiential

Passionate

Knowledgeable

Irreverent / whimsical

Fun

Engaging

Unpretentious / “No Brow”

Tuesday, August 26, 14

Tuesday, August 26, 14

THE FIRST DATE...

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“REMEMBER THE LAST TIME YOU HAD FUN SHOPPING FOR APPLIANCES? ...NEITHER DO WE.”

THE ASK

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RABBIT WARRENIMPOSSIBLE MAZERETAIL PURGATORYSHOPPING HELL

SOME COMBINATION OF...

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IN SHORT, WE NEEDED A REVOLUTION

Tuesday, August 26, 14

THE PITCH

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FOOD THEATER

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(AFTER A BIT OF A DANCE...)

FITCH WON THE JOB...

FORTUNATELY

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SAN DIEGO

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SAN DIEGO

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THE GENERATOR

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BIG IDEA 1: FORGET EVERYTHINGOR AT LEAST EVERYTHING YOU KNOW ABOUT RETAIL

Tuesday, August 26, 14

WHICH WASN’T DIFFICULT TO DOTuesday, August 26, 14

BIG IDEA 2: RETHINK EVERY STEPFROM THE BEGINNING TO THE END

Tuesday, August 26, 14

BIG IDEA 3: A STORE THAT ISN’T A STOREBECAUSE IT’S NOT A STORE, IT’S A JOURNEY

Tuesday, August 26, 14

BIG IDEA 4: SELLING WITHOUT SELLINGFOCUS ON CONNECTIONS OVER CONVERSIONS

Tuesday, August 26, 14

BIG IDEA 5: EMBRACE YOUR MISSIONBECAUSE IT’S ABOUT MORE THAN JUST SHIFTING STUFF

Tuesday, August 26, 14

BIG IDEA 6: THE POWER OF EXPERIENCEBECAUSE ABSOLUTELY NOTHING WILL EVER BEAT IT

Tuesday, August 26, 14

DEFINITION

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ATTRIBUTES

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WELCOME

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• KEEP THEM OPEN TO POSSIBILITY

• LET THEM LOSE THEMSELVES, WITHOUT GETTING LOST

• DON’T STIFLE THEM, OR INTRODUCE BARRIERS

• LET THEM DREAM...BY THEMSELVES

• CREATE A SPACE THAN UNFOLDS INTUITIVELY

• MOST OF ALL, DON’T CREATE A SPACE THAT FEELS LIKE A HARD SELL

FANTASIZE

Tuesday, August 26, 14

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0U�KVPUN�ZV�^L�HYL�VUL�Z[LW�JSVZLY�[V�KLSP]LYPUN�VU�V\Y�TPZZPVU�[V�IYPUN��QV`�PU[V�[OL�SP]LZ�VM�[OVZL�^OV�L_WLYPLUJL�V\Y�IYHUK�

• BRING THE PRODUCTS TO LIFE

• DREAMING TO EXPERIENCE, EDUCATION AND INSPIRATION

• COOKING ALONG SIDE OUR CHEFS

• TAKING A DIP

• GRILLING OUT (WHILE BEING IN)

• A FEAST FOR THE SENSES – SIGHTS, SOUNDS AND SMELLS

EXPERIMENT

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

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• FROM THE OPEN FLOOR TO A MORE PRIVATE SETTING

• HUMAN SCALED AND FURNISHED LIKE A HOME

• VIEWS OUT OVER THE STORE, BUT QUIET FOCUSED SPACES

• CALLED DREAM ROOMS, TO CONNECT THE JOURNEY

• BACKED WITH CUTTING EDGE TECHNOLOGY

• BUT STILL A HIGH TOUCH EXPERIENCE

REALIZE

Tuesday, August 26, 14

Tuesday, August 26, 14

• A FINAL THANK-YOU

• A WAY TO TAKE SOMETHING HOME

• THE PROMISE OF A SMOOTH EXPERIENCE TO COME

• THE CHANCE TO COME BACK TO CONTINUE THE JOURNEY

UTILIZE

Tuesday, August 26, 14

THE SECOND CONCEPT

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

THE DESIGN

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

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ICE MAKERSSIDE BY SIDETOP FREEZERUPRIGHT FREEZERSWINE & BEVERAGE STORAGE

COMPACTORSDISHWASHERSDISPOSALS

PET WASHESSINKS & FAUCETSWASHERS & DRYERS

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COOKING

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ESSENTIALS

ENTRANCE

WELCOME

BATH INSPIRATION

BATH FIXTURES

BRIDGET’S

KITCHEN INSPIRATION

COOKING

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REFRIGERATION

SANCTUARY

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KITCHEN BATH

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YOU ARE HERE

YOU ARE HERE

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Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

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Tuesday, August 26, 14

Tuesday, August 26, 14

ON SITE

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

THE FIRST FINAL PRODUCTCOSTA MESA CA, OCTOBER 2011

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

JOYFUL EXPERIENCES

Tuesday, August 26, 14

LOGO GUIDELINES

pirch logoThe most visible and recognizable expression of our brand, the Pirch logo should always be used to identify and unify all our communications. Whenever possible, the logo should be placed on a white background.

1

THE NAME CHANGE

Tuesday, August 26, 14

UTC, SAN DIEGO

Tuesday, August 26, 14

LIVE JOYFULLY

Tuesday, August 26, 14

GLENDALE, CA

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

OAKBROOK, IL

Tuesday, August 26, 14

DALLAS, NORTH PARK

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

ATLANTA, LENOX

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

Tuesday, August 26, 14

RDI Store of the Year Awards

Award of Merit, Innovation AwardARE Store of the Year Awards

2012: Grand Prize Sustainability, Outstanding Merit Hardlines, Elements Award: Communications2014: Grand Prize Hardlines, Elements Awards: Communications, Presentation, FixturesHub Prize

Gold MedalCSA Store of the Year Awards

2011: 1st Place Hardlines 2013: 1st Place HardlinesCSCA Creative Best

Best of CategoryWPPed Cream Awards

Highly CommendedRetail Week Awards

Gold Medal Large Format StoreSADI

1st Place New PrototypeCosta Mesa Planning Commission

Mesa Green Award for Sustainable DesignVMSD Retail Renovation Project

1st Place in Category

Tuesday, August 26, 14