"Changing customer behavior and heightened expectations are reshaping how we design retail experiences. The in-store and online e-commerce experiences now work together—successful store design leverages the strengths of the digital and physical retailer to create a “complete” retail experience that considers the entire sales cycle. Learn what design factors must be considered, and why it’s critical for designers to innovate the retail experience.

1. Method
Futuretail
Designing Complete
Retail Experiences
Alexander Grünsteidl
Future Retail 2013

2. I hate shopping.
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3. I love it.
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4. A window for
discovery of
industrial products
4

5. A window for
entertainment
5

6. The window now at
home.
6

7. Everywhere
becomes a shop
window
iPhone
10:15 PM
More
7

8. We are
turning any
location into
a store
8

9. As transactions move
elsewhere the very
nature of the high
street is changing...
...or is it?
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10. Retail as we know it
retailer home
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11. Emerging retail
retailer home home
internet comparison distributor
and online purchase
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12. Emerging retail
retailer home home
internet comparison distributor
and online purchase
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13. The
last
click
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14. Fitting fee
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15. Customer Journey
?
Awareness Consideration Purchase Activation Usage Support
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16. Relationships
+
Engagement
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17. Previously
retailers owned the
relationship with
the customer
Retailer Customer
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18. Previously
manufacturer
aggregator
service provider Retailer Customer
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19. Margin pressure
impacts Customer Service
fashion books furniture consumer digital
electronics media
50 - 75 % 30 - 60 % 25 - 50% 10 - 30 % ?-5%
10 - 30 % 10 - 30 %
Marc Andreessen: “Retail chains are a fundamentally implausible
economic structure if there’s a viable alternative,” he says. “You combine
the fixed cost of real estate with inventory, and it puts every
retailer in a highly leveraged position. Few can survive a decline of 20 to
30 percent in revenues. It just doesn’t make any sense for all this stuff to
sit on shelves. There is fundamentally a better model.”
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20. The roles
are changing
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21. Previously
manufacturer
aggregator
service provider Retailer Customer
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22. Now
manufacturer
aggregator
service provider Customer
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23. Now the retailer becomes
a mediator
between
customers & brands
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24. “Stores” become
Stores Become
places to manage
Places To Manage
customer relationships
Customer Relationships
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25. manufacturer showrooms
webfronts
solution boutiques
curastores
aggregator
advertailers
shoperiences
experetail
service provider Customer
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26. From transactions
to providing services
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27. 4 Types of
Engagement With
The Customer
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28. Engagement Explorative
4 Types of
engagement
with the
customer Transaction Experience
Focused
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29. Engagement Explorative
Transaction Experience
KNOW
WHAT I WANT
Focused
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30. New Service Touch Points?
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31. Albert Heijn
Appie integrated shopping
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32. Albert Heijn
Appie integrated shopping
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33. Albert Heijn
Appie integrated shopping
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34. Albert Heijn
Appie integrated shopping
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35. Albert Heijn
Appie integrated shopping
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36. Albert Heijn
Appie integrated shopping
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45. Engagement Explorative
Transaction Experience
Provide
– Pick-up
– Delivery
KNOW
Offer WHAT I WANT
– Decision making
– Cross sales
– Security + Trust Focused
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46. Engagement Explorative
DON’T KNOW
WHAT I WANT
Transaction Experience
Focused
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48. Stock extension
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50. Concept: Sampling Retail Formats
Concept Description:
The focus of the service is on sampling rather than
shifting goods, which would be delivered home.
Customers can simply scan a product using a mobile
app to add it to their virtual cart. Products they add
serve as a basis for targeted recommendations and
offers.
The customer checks out seamlessly as they leave a
store, their device briefly vibrating to confirm payment.
Purchases are added to a visual spending timeline and
can be shared with friends via social networks.
Business highlight
• Reduce the amount of retail square footage needed
• Enhance customer targeting.
User Needs Features
Ability to sample products Merchant profiles
Convenient shopping with direct 3rd party offers
home delivery Bill payment reminders
Relevant recommendation P2P loans
Remember and record purchases Debt monitoring & repayment
Social connections reminders

51. Engagement Explorative
DON’T KNOW
WHAT I WANT
Transaction Experience
Provide
– Advice
– Help
Offer
– Comparison
– Alternatives
Focused
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52. Engagement Explorative
DON’T KNOW
WHAT I WANT
Transaction Experience
Focused
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53. Learn from the
fashion industry
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54. Digital Wellbeing
Showroom
Shop at Bluebird
2006 - 2007

55. Digital Wellbeing
Showroom
1 platform
4 zones
Conversations Music
Memories
Fashion
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60. Digital Wellbeing
Showroom
Physical
Bookmarking
track transactions personalised wish list
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61. Supermarket
Sarah
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62. Supermarket
Sarah
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63. Supermarket
Sarah
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65. Too much choice
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66. Think like
an editor
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67. Future Retail 2013

68. The AppLounge 2010
Increase dwell time
+ + +
Coffee Apps Accessories Events
A place to discover
applications and services
that suit your personal
lifestyle?
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69. Travel lifestyle collection

73. Curated digital lifestyle selections
games
iBooks
entertainment
education
travel
lifestyle
utilities
music
magazines
accessories

74. Curated digital lifestyle selections
games
urban voyager
iBooks
entertainment ... on the town
education
travel city dweller
lifestyle
kids in tow
utilities
music metro ware
magazines
.....
accessories

75. Apps
iBooks
Accessories

76. Applounge
Website
The AppLounge IT set up
Server
internet
local
App Server
inside AppLounge space
(themed)
local WiFi cloud mobile
browser
timed
WiFi
internet
voucher
portal access
iTunes menu
Store
customer App-
App
Lounge App
demoApp
iPhone demo
pages
demo
App page
page
client
Mobile
local iTunes download
local WiFi Store Application
App Server App- iTunes song
Lounge
local WiFi server
Channel
app
coupon
(themed) WiFi
timed
portal internet
voucher
Menu access
client
laptop
Themed iTunes
WiFi Channels Store
app
App-
coupon
Themed Lounge
WiFi Channels Channel
App
demo
page
AppLounge Dashboard
AppLounge portal
iPads | iPhones | iPod Touches Menu
collection
Currently Playing
Menu
currently
playing
offer of
the day
AppLounge blackboard

77. The
Bouncepad
product and
service
company
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78. Lifestyle
curator
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79. grapedistrict
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80. Future Retail 2013 80

82. Future Retail 2013 82

83. Future Retail 2013 83

84. Future Retail 2013 84

85. Engagement Explorative
DON’T KNOW
WHAT I WANT
Transaction Experience
Provide
– Browsing
– Inspiration
Offer
– Awareness
Focused
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86. Engagement Explorative
Transaction Experience
KNOW
WHAT I WANT
Focused
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87. Embrace hospitality
in your brand
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88. Nespresso Club
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89. Destination “shopping”

90. removing classification

91. Own your
community
network
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92. Coffee shops
everywhere

94. Alternative forms
hospitality
Bike repair + cafe
Bookstore + cafe
Bookstore + restaurant
Fashion + bar
Laundry + cafe
Bank + design shop
Bank + work lounge
Barber + nail studio + money transfer
Internet + cafe
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95. Urban
prototyping
BoxPark
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96. Urban
prototyping
BoxPark
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97. Urban
prototyping
BoxPark
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98. What are the alternative
forms of hospitality?
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99. Future Retail 2013 99

100. Engagement Explorative
Transaction Experience
Provide
– Demonstrations
– Immersion events
– Try-vertising KNOW
– Recommendation WHAT I WANT
Offer
– Learning & training Focused
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101. From retail Explorative
to services
Transaction Experience
Focused
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102. Retail Explorative
journey
Transaction Experience
interchangeable
bricks & mortar
and online
Focused
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103. Retail Explorative
journey
Transaction Experience
interchangeable
bricks & mortar
and online
Focused
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104. Retail Explorative
journey
Transaction Experience
interchangeable
bricks & mortar
and online
Focused
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105. Agile Commerce
from channels to
touchpoints
a evolving
value chain
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106. Imagine...
the digital lifestyle showroom
digital wellbeing scenario 2006 - 2007
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107. the digital lifestyle showroom
A visit to the digital lifestyle showroom on
the high street
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108. Pick up a shopping basket card
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109. Use your card to collect “bookmarks” from
displays for products and services you are
interested in.
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110. Review, edit and purchase items from
your wish-list on a sales-kiosk in the
showroom.
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111. Use your shop card to access your wish-
list from home and make purchases
online.
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112. Attend demonstrations ...
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113. ... and skill workshops
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114. Visit the showroom lounge with friends,
enjoy a drink and discover new services
together.
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115. A place for online communities to meet in
real life and share live events.
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116. Touchpoints
across the discover explore learn more purchase
customer discover
lifestyle collections exposure
explore
product face time
learn more
skill workshop & hospitality
purchase | stay in touch
retail conduit
journey
re-active lifestyle shopwindow product & service demo kiosks service demo lounge in-store online transaction kiosk
shop entrance lifestyle guidance immersive lifestyle explorer friends & family introductions online coupon transaction
touch and play showcases one-on-one Q&A instore pick-up
home demos show and tell
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117. The role of
each touch point
needs to be considered
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118. Method
Integrated retail design process
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119. Nokia retail
service
scenarios
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120. Service 3
Design
customer
journeys
3 Body-storming and Service enactment
Method uses various approaches to develop and try out
service protocols. In these enactments we consider
person to person and user to device interactions. In this
example different patient to medical professional
dialogues are explored for clinical settings, to understand
the roles at each stage of the patient engagement.
4 User Journey and Path to Participation scoping.
4
All stages of the lifetime engagement with the customer
are considered. On a store level shorter cycles need to
be considered from repeat glances at the shop window
to the first time visit to gain information about a product
and available services before purchase.
The team defines requirements at each stage of the
relationship with the customer, which at a later stage
become the specifications for design implementation.
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121. Nokia retail
service
design
blueprints
across
touchpoints
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122. Service 7 9
Design
prototyping
and rollout
7 Early stage service evidencing props; integration of
digital services with physical assets trials.
Rapid high fidelity mock-ups to story board and validate
service concepts. In this case a pharmacy prescription
combined with an online data management tool.
8
8 Paper prototypes
Exploration to rapidly test a physical interaction concept
using RFID to trigger content retrieval on retail kiosks.
And exploring space requirements for Interior Architects.
9 Testing prototype in-store with target customers
High fidelity prototype of laser cut tablet mounting
assembly, integrated with an online lifestyle catalog,
allowing customers to try out apps, explore magazine
and book content, learn about products on display
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123. Service 10 11
Design
prototyping
and rollout
10 Behaviour prototyping
Code level prototypes as part of the overall
implementation to test and adjust navigation and fine
tune the behaviour of interactive widgets
11 Usability prototyping
Testing of interfaces across different display types and
touch points to learn about limitations and understand
opportunities.
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124. Nokia global
retail
redefining
interactive
retail
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125. Nokia retail
staff training
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126. Nokia retail
analytics
reacting to
customer
behaviours
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127. Brands need to have
a narrative structure which
forms relationships between
different touch points
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128. —Think like an editor
—Learn from fashion
—Own your community
—Adopt hospitality
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129. Thanks
10x10
Changing
Retail
Currency
Method
Alexander Grünsteidl
method.com
Director, Interaction Design
alexander@Method.com digitalwellbeinglabs.com
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