Notes in
2015 Retail Expo Conference Programme
@Olympia
London
Tuesday 10th March
12.00 – 12.40
3-D design for retail environments: exceeding expectations and
defying gravity at Selfridges
Carlotta Jacoby, Senior Design Manager, Selfridges
Master of the awe-inspiringly difficult 3-D
design for Selfridges stores, both inside and out, Carlotta will explain
achieving the 'wow' factor, which employs her background experience in
production and set design. Whilst for many retailers, the results are 'not something
to be tried at home.
12.40 – 13.20
The emotional element of design
Howard Sullivan, Co-founder & Creative Director, Your
Studio
Cassie Isherwood, Head of Strategy, Your Studio
“I
shop therefore I am”, a classic statement from the ‘80s... what motivates us to
shop in today’s fast-paced world? With a multitude of communication platforms
for retail brands and purchase at the click of a button, how do you create
great VM that resonates? This
session looks at everything that Marketing Directors need to know in order to
oversee great VM: getting a great collaborative response from teams, leaving
room for the creative spark and making a distinction between attitude and
application. Howard and Cassie discuss the human drivers behind our need to
engage with retail environments for entertainment and to define who we are as
well as process behind guiding and inspiring great creative ideas. Working for retailers from Space NK to
McQueen, YourStudio draws from consumer insight and trends to design creative
and engaging retail environments.
The impact of digital on VM. From purchasing
to the art of living.
Creative process:
IMMERSION.
Research and insight. (Who?/why?/where?)
Collaborative process:
gaining new perspectives.
E.g. Terence Koh (from art to VM using
architecture frames to create space.)
Evaluation:
1. Hype-personalised. E.g. Modiface’s Beautiful Me App.
Shopper expect to see products/services that align with their preferences.
2. Co-creation. E.g. #Topshopwindow campaign, Sephora social shopping
experience (consumers post their look with Sephora cosmetics on their website.)
3. Enhanced. E.g. Haagen-Dazz
Immerse your consumer in responsive and multi-layer brand
experience.
4. Enriching community. E.g. Toms Austin in Taxcter
Present appealing experiences that will enhance the consumers’
living.
5. Attitude. E.g. G-star Raw. Denim from recycled ocean plastics.
Selfridges gender campaign.
Take a stance and attractive-like consumer mind.
6. Brilliant design is both art + method.
Vital: context, collaboration and creating.
Understanding the changing retail landscape will generate
innovative new VM.
13.20 – 14.00
Harnessing the power of Visual Merchandising in a challenging
retail climate
Val Lloyd, Managing Director, Design Ministry, London
& Cyprus
Learn from Val Lloyd, M.D. of
Design Ministry, and former Operations Director of the Creative Division at
Harrods with a team of over 100 creatives, to use VM effectively to generate
interest, sell merchandise, and to build a global brand. Including insights
from top VM Managers from around the globe, Val explains the importance of VM
in brand, illustrating her seminar with successful creative initiatives from
around the world; considering adapting to the future with new technology so
that the customer experiences the brand as a seamless technology, and finishing
with experiential environments for the store of 2020. Design Ministry work with
clients including: BHS and Anne Summers, Val’s presentation is a
‘must-not-miss.’
In-store environment enhancement case study
to look into:
Galeria Centrum – Poland
Imaginarium – Spain
Ann Summers – UK
Debenhams 2015 SS window
Howard Tooze for Ralph Lauren – Christmas
campaign, 4 weeks, delivering brand identity. Consider what fits the brand.
Howard Tooze for Uniqlo
SFD for Fenwick, Gap holiday, Tomford
F&F boutique, in-store environment
enhancement.
14.00 – 14.45
KEYNOTE – Breaking new ground – innovative retail that creates new
customer experience away from the high street
Roger Wade, Founder & CEO, Boxpark
Roger Wade, founder and CEO of
Boxpark Shoreditch, the world’s first pop-up mall, will provide his insights on
what alternatives there are to a declining high street, retail as
entertainment, where the opportunities lie for new design formats and
experimental designs and how to integrate with new brands.
Boxpark. The world’s first pop-up mall.
Smaller shop against traditional retail.
RETAIL IS ENTERTAINMENT. Physical retail space
can not be replaced.
Online vs. store
E.g. Apple customer experience. Large
investment in retail property. Footfall per sq.ft. is measurable.
Multichannel – John Lewis
Understand your customer type. Indecisive
customer 50%
Free wifi. As simple as it can.
Facebook/twitter integration.
Marketing: digital site.
BOXPARK LESSONS:
1. Curation. 2. Retail is entertainment. 3. Independents
vs. nationals. 4. Embrace technology. 5. Free WIFI. 6. Market place. 7. Local
environment (select the right space).
KEYNOTE: Pop-up is over used. The key thing
is not the term of using pop-up format (since it’s popular, others doing this).
The soul of pop-up is a unique experience that telling brand stories, find out
the link between pop-up store and your brand. Limited edition? Limited time? Limited
product?
15.00 – 15.45
PANEL DISCUSSION Pop-ups – fad or fixture in the retail mix?
David Martin, Joint Managing Director, M Worldwide
Andrew Sparrow, Group Commercial Director, WMC-Retail
Partners Plc
Ross Bailey, Founder and CEO, Appear Here
Rupert Pick, Planning & Creative Director, Hot
Pickle
This session will cover the A-Z
of pop-ups – from when and where do they work best, what are the benefits to
established and emerging brands and how they can be used as test beds for new
lines.
Pop-up: what’s in it for customers:
Social&tactile/experiential/emotive/relevance/newness,
etc.
What’s in it for brands:
Closeness to consumer/less risks or
loss/speed and activity/test and trial/shaper focus/promote urgency.
What’s in it for landlords/for creativeness:
Responsive (season/trend)/ Freedom, lower barriers
to go live, promote joined up channel thinking.
Pop-up stores. The communication opportunities
of space.
e.g. Magnum 2011 Westfield London: unique
product experience.
Etsy store in Covent Garden London.
(co-creation. Consumer drawing the dest and walls.)
Marmite store in Regent street.
The Pop Art-style shop stocks more than 100
different bits of Marmite merchandise, including homewares, artwork, clothes,
food and special Christmas boxes, as well as hosting a "tea and
toast" cafe. (Marmite, for the uninitiated, is a popular strong-tasting
yeasty spread.) The store is designed as an interactive experience, with games
and activities to get involved with every day.
(7days, £200,000 sales, 85,000 visitors, media value of £750,000)
77% shopper purchase in physical store. “Learn,
play, share.”
High street vs. online.
Experience is everything. To achieve this: 1.
Test market. 2. Connect moments. 3. Create an experience. 4. Real world
relationship.
The pop-up economic: £2.1 billion sales, 8.4% growth,
2.5 times faster.
Wednesday 11th March
10.00 – 10.45
KEYNOTE - Changing spaces – the challenges and opportunities for
retail design thrown up by new channels and escalating customer expectations
Jon Tollit, Principal, Gensler
This session will cover the
design challenges thrown up by omni-channel retailing, how to create spaces to
accommodate multiple stakeholders, from developers and local councils to
retailers, brands and customers, the authenticity and role of curation in
driving customers into stores and the importance of hospitality in the retail
mix.
Values/Senses/Festival culture/Shared
experience/Influence of service (what makes the experience best.)/Brand advocate
(the company knows you, trust, knowledge of consumer type and
preferences.)/Personal shopping/Understand locality/Street as event/Curate the
uses (develop of diversity)/Engage (entertainment)/Meanwhile space.
Strategy for diversity:
1. Mixed use (mixed up use)
2. New generation
3. Sharing culture. Design your own product in store (DESIGN AND
MAKE, New generation trend)
4. Organic self, generated spaces. (Empty space for everyone)
5. Role of space designer: think like Cedric. Think differently.
11.00 – 11.45
PANEL DISCUSSION - Cultural translations – how to make a global
retail brand work locally without offending local taste and traditions
Christine Losecaat, Sector Specialist for Design and
Creative Industries, UK Trade & Investment
Tim Greenhalgh, Chairman & Chief Creative Officer,
FITCH Matt Chambers
Matt Chambers, Global Head of Marketing, World Duty
Free Group Lara Barron
Lara Barron, Head of Instore, P&G Prestige UK
With more retailers going global,
what are the pitfalls to avoid and the opportunities to be had?
Christine:
Bespoke format. Retail involves tourism. 50%
international spend in Manchester is Chinese. 11% in UK retail spend is from
China.
Japanese: wellbeing workplace.
Growth in E-commerce. UK is the leader in
E-commerce in Europe.
Tim:
Cultural translation: from what I can buy
from you to what I can achieve from you.
The renovation process: PHYSICAL HUMEN
DIGITAL (P.H.D)
Localisation and keep brand identity in the
same time.
14.00 – 14.45
KEYNOTE - The last piece in the jigsaw - property’s role in an
omnichannel world
Stuart Anderson, Head of Retail, Transport for London
Property is often overlooked as
key to completing the omni-channel picture, but for Stuart Anderson it is a
vital generator of new ideas and formats. Find out what promnichannel retailing
is, what it means and how best to orchestrate it, building on legacy in a
contemporary way, how to re-invigorate a world-class brand through an
all-embracing, design-led retail strategy and how to invoke leadership to engage
customers and collaborators.
Transportation retail space. 20% Underground,
80% retailers.
The underground revolution – It is a brand
itself, a cultural symbol and integrated space.
e.g. Old street station: pop-up shops/Canary
wharf: relevant to the environment./Embankment: next 2-3 months./Alperton: 95%
independent retailers (mini cabs, pizza, watches repair etc.) will be change to
a cleaning station, appeal to passengers and integrate with new
generation./Waterloo station and Jubliee line: Change kiosks/Cannon street:
Argos collecting point. (Transport for London (TfL) has signed the deal with
Argos as part of its plans to generate revenue that can be reinvested in the
transport network, a scheme that has already seen it launch click-and-collect
points in tube stations with Asda.) (Retail Week, 2014)
Promni Channel Concept:
Physical selling space
Poster/showcase or billboard
Internet sales
Click and collect
Social media hub. Digital world.
15.20 – 16.00
Pop-up Stores: everything a VM expert needs to know
Michael Sheridan, Chairman & Founder, Sheridan
& Co
Pop-up stores have become de
riguer for any brand seeking to expand in a new location, to trial a new range,
or to showcase a brand. Retail strategy, interiors, concessions, and events
specialist, Michael Sheridan, founder of Sheridan & Co., will consider the
‘must-haves’ for successful implementation across a range of retail sectors
including fashion, toiletries, and cosmetics.
Pop-up space may be increasingly difficult to
find.
Pop-up experience: Face gym (8 weeks pop-up
as a part of Beauty project in Selfridges. New concept and brand launched,
recruit customers, make sales, new treatment unlike anything in the market,
attained great attention from beauty press.)
CLARINS: Six stellar sites around the store.
Directed to beauty hall.
Capturing data: 700+ customer emails.
Interactive: Installations, screens, RFid,
engaging staff.
AESOP: 4 weeks promotional pop-up. Intended to
make sales. Sample product, recruit customers, relevance to Selfridge shoppers.
Recommendation:
1. Clear message: What’s on offer?/how long is the pop-up last?
2. Location: Match to local environment. Consider your neighbours, offering
language, identity, etc.
3. Shopping groups: space, walkways, and consumer congregation.
4. Bring a friend: collaborate and share. Pop-up with a
complementary. Brand or service to widen your appeal.
5. Staff: still crucial to any retail concept, informed, interested.
6. Payment and receipts: card payment, ipad payment and return
process after pop-up?
7. Surveillance: security, identify hot spots
8. Social media/WIFI: fast, reliable and accessible
9. Engagement.
10. Hold, Dwell, Last. Basic or sophisticated?
