Post on 29-Nov-2014
description
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12 fundamentals
for an integrated and successful
retail story
Luc Campo
luc.campo@retailoffice.be
10
10
10 year
"We create retail success by turning the consumer into an active shopper and brand ambassador, and make your retail brand a lovemark."
www.retailoffice.be
RETAIL
our passion our core business
SUCCES ARCHITECTS
is what we pursue for our clients - attract more shoppers - stimulate and increase sales - optimize operating costs - reduce investments
we create and implement structured and sales-oriented commercial environments
A fiction story … could have come true
One day in Sophie’s life
08:00
08:30 Joepie, vandaag een dagje vrij! Ben je er klaar voor Kaat ? … shoppeeuun!
Om 9:30 koffietje op het gekend adreske?
09:00
09:00
09:15
09:35
09:40
Check this! Ein einspanner bij the Bretel Brothers.
10:00
10:05
10:25
10:30
10:55
11:15
11:30
12:00
12:10
12:15
12:50
13:45
14:25
14:35
15:10
15:15
17:20
17:45
18:00
18:30
20:30
22:30
Customer Contact Circle
HOME
abribus television
magazines
radio
word-of-mouth
website
corporate identity
façade
window
threshold
product
packaging
staff
service
after sales service
information
offer
satisfaction
bill
product
keeping the promise
location
presentation
transparency
internet
internet
accessibility
parking
visibility
social media
social media
The retail landscape is
changing rapidly …
don’t miss the boat!
2020 ?
2020
12 fundamentals
for an integrated and successful
retail story
1. Façade and shop window
2. First impression
3. Architecture
4. Routing, structure and overview
5. Browse level
6. Service
7. Operational elements
8. Communication
9. Competence
10. Uniqueness
11. No detail is small
12. Slow retail
1. Façade and shop window
stopping power
repetition
relevance
associative connections
stopping power
associative connections
relevance
welcome
Overview and readability
my place to be
3. Architecture
is the story better than the store
or the store better than the story?
the medium is the message
light is a marketing tool
design as a tool
4. Routing, structure and overview
anchor points
orientation & navigation
sightlines
stopping power
change the view
structured overview
shopper
fast and efficient shopping slow discovery
balance between destination and impulse
5. Browse level
grabbing and discovering
appetite appeal
grabbing and discovering
6. Service
work is done
safe behind the cash desk
Checking out together
the customer is king
one 2 one
augmented reality
Google Glass
Auggy
7. Operational elements
fluent operational workflow
material easy-to-use
technical elements
great working environment
happy staff
higher productivity
more time for the customer
8. Communication
visual retailing visual merchandising is out
visual retailing visual merchandising
visual presentation tools
to sell more
with less staff
use of ALL visual tools
to sell more
- visual merchandising
- staff
- screens
- online instore
- all senses
- …
layered omni-channel communication structure
9. Competence
translate your retail DNA
into a commercial retail environment
10. Uniqueness
unique elements differentiate …
11. No detail is small
12. Slow retail
origin
origin
human and personal
local production
back to the basic values of retail
in an actual context
12 fundamentals
for an integrated and successful
retail story
tool for audits
basis for strategy and creation
thank you
luc.campo@retailoffice.be
www.retailoffice.be