British Retail Consortium – International Retailing 2014 – Adaptive Store Design
Adaptive Store Design – Ibrahim Ibrahim, Managing Director – Portland Design.
Ibrahim Ibrahim, Managing director of Portland Design, anticipates an era where monologue with customers will turn to dialogue and where mar-comms will move to mar-conns (marketing connections) which is functional to recreational communications.
The key demand from customers in the future will be to collaborate and co-create part of the brand. Retailers will see a shift from transaction to interaction and then on to intimacy with their customer base. It will be important to map the journey to purchase; relevance is the glue that holds the customer experience together.
Store design is no longer about fixed elements but programmable space, a soft space or flexible space that can be changed, more like a stage set then a static shop. Retailers will need to thinkmore like a media brand which is curated over time. Performance will be broadcast conviviality and sociability
Ibrahim tells how important it will be to become a story owner not a product owner. We should see merchandise turn to memento, creating a personalised customer experience like Nike health and well-being. We should aim to make entertainment shoppable. Bring the era of surprise and unplanned serendipity to your offer – don’t measure in sales per sq. metre but by how many smiles per metre.
Think digital, deliver analogue, and reinvent convenience, loyalty and experience. Redesign your store value, rethink the notion of the shop. Do and learn, not wait and see.
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