THE FUTURE OF
PHYSICAL RETAIL
André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013
The digital will be so signi�cantly integrated in the physical space that we will not be able to
separate the physical space of retail from the virtual space of e-commerce.
HYPOTHESIS
André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013
FORCES
ECONOMY
André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013
"...Retail chains are a fundamentallyimplausible economic structure ... You combine the �xed cost of real
estate with inventory, and it puts every retailer in ahighly leveraged position...
It just doesn’t make any sense for all this stuff to sit on shelves...
-Marc Andreessen.
http://www.businessinsider.com/retail-stores-will-die-
says-marc-andreessen-2013-1#ixzz2nOPwxf5M
NEW URBANISMMOVEMENT
FORCES
"For the �rst time in more than 60 years, more people moved into New
York City than out last year.”
http://www.huf�ngtonost.com/2013/03/14/
new-york-city-population-highst_n_2876463.html
André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013
330 Shanghai's in China by 2020-BCG 2010 Urban Income Forecast Model
TECHNOLOGY
FORCES
André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013
En route to the store, 70%of smartphone shoppers use a store locator to plan their shopping trip.
-Nielsen
42% of consumers chose �nding a better price online as their reason for purchasing online after shopping in a store. -RIS/Cognizant
THEMES
André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013
SHOWROOMING
MULTICHANNEL APPROACHNEED FOR REAL LIFE EXPERIENCE
19% of consumers leave a store and look for lower prices online.
-RIS/Cognizant
THEMES
André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013
LACK OFHUMANESS
AUTOMATED EXPERIENCE
"Customers today want retailersto be less about well-orchestratedbrands and carefully rehearsed
answers and more about transparency,authenticity and passion. "
- IDEO
P. 48 / Rotman Magazine Winter 2012
http://www.ideo.com/images/uploads/ news/pdfs/
THE_FUTURE_OF_RETAIL.pdf
TRENDS
André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013
LOCALIZATION
THE SPACE IS PART
OF THE COMMUNITY
NEW URBANISMMOVEMENT
“McDonald’s already conquered the global segment with
little adaptation of its menu. But conquering the local
segment can be very costly, as the company must come
up with a highly localized menu which competes head to
head with local restaurants.”
-Forbes
http://www.forbes.com/sites/panosmourdoukoutas/2013/11/23/m-
donalds-three-strategies-to-re-ignite-sales-growth/
NARRATIVE
TRENDS
André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013
“Le Pain Quotidien transports its customers to the Belgian countryside and a simpler way of life”.
http://www.redhotmarketingblender.com/2012/06/creating-
[The Growth we see in the economy today is built on a new narrative, which have Shifted from] “Having to Being.”
-Boston Consulting Group
http://www.luxurydaily.com/wp-content/up-
loads/2013/05/BostonConsultingGroup1.pdf
Page 6.
CONSUMERS WANTS TO BE PART OF AN AUTHENTIC STORY
authentic-brand-experiences-le-pain-quotidien%E2%80%8F/
MODULARITY
TRENDS
André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013
ABILITY TO TRANSFORM THE CONTEXT OF THE SPACE WE FIND OURSELVES IN
ECONOMYREAL ESTATEHIGH PRICES
CODES
André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013
CRAFTSMANSHIP
“Today’s consumer has vastly different and more sophisticated expectations
of product, service, value and environment than �ve
or even three years ago. -Ian Geddes (Partner at Deloitte)
http://www.deloitte.com/assets/Dcom-Germany/Local%20
Assets/Images/06_CBuT/2013/CB_R_store_of_the_future_2013.pdf
CODES
André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013
EXPLORATION
“ Transformation of the ordinary and expected into an innovative
and evolved experience. Think of Apple reinventing the look of the personal
computer (and portable music player) or JetBlue and Virgin bringing style (back)
to airline travel to meet and evolve the desires of their consumers.”
-Forbeshttp://www.forbes.com/sites/onmarketing/2013/12/03/
how-to-build-brand-love-via-designed-serendipity/“A lot of times, people
don’t know what they want until you show it to them.”
-Steve Jobs
CODES
André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013
SERENDIPITY
“When you receive acknowledgement – no matter
how big or small, that positive mutual exchange
leads to a deeper connection that creates
emotional stickiness to your brand. Brands like
Starbucks and Fidelity are masters at building
connections that drive loyalty and create
a sense of comfort.”
-ForbesDesigned Serendipity
http://www.forbes.com/sites/onmarketing/2013/12/03
/how-to-build-brand-love-via-designed-serendipity/
CODES
André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013
HUMAN
“A service experience that delivers unexpected
authenticity, expertise, and a genuine sense
of connection that is memorable. Brand recall
starts with making an impression. If this
impression touches all our emotions, and recalls
happy times/places/people, like Disney
– what results can be magic.”
-Forbeshttp://www.forbes.com/sites/onmarketing/2013/12/03
/how-to-build-brand-love-via-designed-serendipity/
SUBCULTURE
André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013
THE MAKERMOVEMENT
"[The maker movement] is about man taking over the machines again and being empowered.”
- Chad Dickerson (Etsy CEO)http://www.forbes.com/sites/techonomy/2013/09/25/
how-the-maker-movement-is-reinventing-retail/
SOCIAL SPACE
THEATERVISIBLE PROCESS
CLIENTS
ARE THE
DESIGNERS
TREND OPPORTUNITIES
André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013
- BRING THE CONSUMER INTO THE PROCESS
- BREAK THE AUTOMATION, CREATING MORE GENUINE AND HUMAN EXPERIENCES
- FOCUS ON THE PROCESS OF MAKING, REENFORCING CRAFTSMANSHIPAND GENERATING A NICE NARRATIVE
- GIVE POSSIBILITIES FOR THE CLIENTS TO EXPLORE
WARBY PARKER
CLIENT
André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013
IDENTIFIED STRENGTHS
André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013
HOME TRY-ON LOCALIZATIONSCHOOL BUS
BOOKSPOP-UP RETAIL
FUTURE ACTIONS
André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013
SHOWMANSHIP
THEATERCOLLABORATIVE
CRAFTSOCIAL SPACE
AUTHENIC
PROCESS