Virtual Store Tour: Using technology to reinvent the purpose of the store
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Presentation from NRF 2020: Retail’s Big Show. - Karen Voelker, Associate Director, Accenture - Shane Danos, Director, Visual Merchandising + Creative, Neiman Marcus Group
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Virtual Store Tour: Using technology to reinvent the purpose of the store
- 2. Retail is being disrupted by technology. But it’s being transformed by expectations. Copyright©2020 Accenture. All rights reserved.
- 3. These insatiable expectations are liquid Copyright©2020 Accenture. All rights reserved.
- 4. Customers expect more than just transacting. Copyright©2020 Accenture. All rights reserved.
- 5. “We don’t think retail’s dead. We think mediocre retail is dead.”Dave Gilboa, CoFounder & Co-CEO, Warby Parker Copyright©2020 Accenture. All rights reserved.
- 6. These new experience-led retailers take many shapes. Shrinking the Thinking Indulgent Dwell Personal Curator The Decoy Me & We Theater The Challenger Copyright©2020 Accenture. All rights reserved.
- 7. Indulgent dwell You’re in the education business Find out what fascinates customers about your product Align a learning experience to your brand promise Invite the customers to purposefully slow down Life time value | Conversion | Average basket size Copyright©2020 Accenture. All rights reserved.
- 9. Page 1 Our vision Ignite the extraordinary in every individual.
- 10. CLEAN + SUBTLE SIGNAGE
- 11. CONSISTENCY OF MANNEQUIN PRESENTATIONS
- 12. GREEN MOMENTS
- 13. GREEN MOMENTS
- 14. SURPRISE + DELIGHT – ACTIVATION SPACE
- 15. SURPRISE + DELIGHT - OPEN WINDOW
- 16. SURPRISE + DELIGHT - OPEN WINDOW
- 18. SURPRISE + DELIGHT - ENGAGEMENT
- 24. SURPRISE + DELIGHT - DIGITAL
- 25. SURPRISE + DELIGHT - DIGITAL
- 26. THANK YOU
- 27. Copyright©2020 Accenture. All rights reserved. Atelier Beauté Chanel SoHo Indulgent dwell Copyright©2020 Accenture. All rights reserved.
- 28. Copyright©2020 Accenture. All rights reserved. Atelier Beauté Chanel SoHo Indulgent dwell Copyright©2020 Accenture. All rights reserved.
- 29. Copyright©2020 Accenture. All rights reserved. Atelier Beauté Chanel SoHo Indulgent dwellCopyright©2020 Accenture. All rights reserved.
- 30. Copyright©2020 Accenture. All rights reserved. Midtown Puma Indulgent dwell Copyright©2020 Accenture. All rights reserved.
- 31. Copyright©2020 Accenture. All rights reserved. Midtown Puma Indulgent dwell Copyright©2020 Accenture. All rights reserved.
- 32. Copyright©2020 Accenture. All rights reserved. Washington Heights Foot Locker Community Store Indulgent dwell Copyright©2020 Accenture. All rights reserved.
- 33. Copyright©2020 Accenture. All rights reserved. Indulgent dwell Washington Heights Foot Locker Community Store Copyright©2020 Accenture. All rights reserved.
- 34. Copyright©2020 Accenture. All rights reserved. Indulgent dwell Washington Heights Foot Locker Community Store Copyright©2020 Accenture. All rights reserved.
- 35. Copyright©2020 Accenture. All rights reserved. Neighborhood Goods Chelsea Indulgent dwell Copyright©2020 Accenture. All rights reserved.
- 36. The decoy You’re in the services business What useful/engaging services will encourage customers to buy more? What’s the second business that could help fuel the first? How can an adjacent service help solve more customer problems? New Revenue | Increased Basket Size | Loyalty Copyright©2020 Accenture. All rights reserved.
- 37. Copyright©2020 Accenture. All rights reserved. Upper East Side / West Village Nordstrom Local The decoy Copyright©2020 Accenture. All rights reserved.
- 38. Copyright©2020 Accenture. All rights reserved. Upper East Side / West Village Nordstrom Local The decoy Copyright©2020 Accenture. All rights reserved.
- 39. Copyright©2020 Accenture. All rights reserved. Upper East Side IKEA Planning Studio The decoy Copyright©2020 Accenture. All rights reserved.
- 40. Copyright©2020 Accenture. All rights reserved. Upper East Side IKEA Planning Studio The decoy Copyright©2020 Accenture. All rights reserved.
- 41. Union Square PetCo The decoy Copyright©2020 Accenture. All rights reserved.
- 42. Shrinking the thinking You’re in the time and effort- saving businessVolume | Average basket size | Loyalty Obsess over hunting out moments of waste or frustration Design innovative solutions to remove friction and hurdles There’s no industry you can’t enter in this pursuit Copyright©2020 Accenture. All rights reserved.
- 43. Copyright©2020 Accenture. All rights reserved. Long Island City Foodcellar Market Shrinking the thinking Copyright©2020 Accenture. All rights reserved.
- 44. Copyright©2020 Accenture. All rights reserved. Long Island City Foodcellar Market Shrinking the thinking Copyright©2020 Accenture. All rights reserved.
- 45. Copyright©2020 Accenture. All rights reserved. Ruti SoHo Shrinking the thinking Copyright©2020 Accenture. All rights reserved.
- 46. Copyright©2020 Accenture. All rights reserved. Shrinking the thinking 8 LOCATIONS IN NYC CLOSEST TO JAVITS - 11 W 42nd St Amazon Go Copyright©2020 Accenture. All rights reserved.
- 47. Copyright©2020 Accenture. All rights reserved. Sweetgreen 3.0 Kips Bay Shrinking the thinking Copyright©2020 Accenture. All rights reserved.
- 48. Copyright©2020 Accenture. All rights reserved. Starbucks Pickup Midtown Shrinking the thinking Copyright©2020 Accenture. All rights reserved.
- 49. Copyright©2020 Accenture. All rights reserved. Experience-led retailers select a purposeful and thoughtful mix of one or more shapes.
Notas do Editor
- And of course all of this is coming because of digital, yes. But also due to every new-entrant in any industry. We’ve come to expect our services to work hard FOR US: Come to me Instant refund Always on No fuss / transaction And those expectations aren’t limited to industry. They’re liquid and they infect retail fast.
- Stores can’t function as a place to JUST BUY products. 57% consumers want stores to serve a higher function. (80% shoppers in china want other activities in store) (Capgemini report) Nike+ Basketball Trial Zone: The Nike+ Basketball Trial Zone spans nearly an entire half court with an adjustable hoop. Consumers are able to shoot hoops, test basketball shoes and do custom drills with the guidance of in-store certified store athletes. Through a high-definition screen, dynamic lighting and directional sound, the Trial Zone immerses consumers in the sights and sounds of iconic basketball courts, including Dyckman Park and Golden Gate Park, with more to be added in the coming months. An adjacent wall is covered in a photo of a cheering crowd, captured at nearby Dong Dan Courts. The Trial Zone exists in glass walls and can be seen from the interior of the mall. There will also be a new KYRIE 3-themed screen option for the opening of the store.
- Retail isn’t dead, it’s just not enough anymore
- Thoughts: There’s more than one shape of retail The shape of retail has more than one disposition - A disposition is a quality of character, a habit, a preparation, a state of readiness, or a tendency to act in a specified way that is inherited or may be learned.
- Chocolate and orange juice - mousse Chocolate viennese with nitrogen (SHOT?) Making a point of building experiences where committing time reaps greater rewards. The key behind this shape is not to funnel the customer to a purchase point, rather the ‘space’ (whatever channel) encourages the customer to linger. The dwell can be either Physical, Mental or emotional and the ‘delay’ can heighten the pleasure of any current or subsequent purchase. The department store becomes a place for a conversation. Service over products. “Sit and stay” VS “Grab and go” Showroom / Guideshops trend Slow retail. Purposefully creating experiences that savour the moment and take time. For each 1% increase in dwell time, there was a 1.3% rise in spend, he added. “But it’s crucial that time in-store is not born out of frustration.”