IRDC 2014 | PIRCH: The reinvention of retail

PIRCH: THE REINVENTION OF RETAIL
IRDC2014 JEFFERY SEARS, CEO, PIRCH
CHRISTIAN DAVIES, ECD AMERICAS, FITCH
Tuesday, August 26, 14

WHAT WE’LL BE COVERING TODAY
WHERE THE CONCEPT STARTED
HOW IT TOOK SHAPE
THE JOURNEY TO OPENING
HOW IT HAS BEEN RECEIVED
WHY WE THINK IT’S DIFFERENT
Q&A

OUR STORY BEGINS...

Kitchen. Bath. Outdoor. Joy.
Brand Identity

Every great idea starts with a steadfast refusal to accept what is.

Conventional thinking has its place. This is so not that place.

The status quo. Yet another casualty in the war against boring.

Our approach to everything is always the same: different.
In the world of business, there are those who embrace the status quo.
And then, there are those who embrace the status quo
just long enough to give it a swift kick to the shin before showing it the door.
Meet Fixtures Living.
An idea as much as a company, Fixtures Living comprises a seasoned group
of like-minded, forward-thinking, passionate professionals who looked at
an entire industry and said (in the immortal words of Los Lobos):
“Is this all there is?”
It appears to be a question, but it’s really a philosophy — of rejecting
outmoded paradigms. And of creating meaningful, engaging experiences.
Fixtures Living believes that “conventional thinking” is not really
thinking at all; that current models — based on moving boxes
out of showrooms, onto trucks and into homes — is emphatically
not a model way to do business.
Today, the industry is largely appliance-centric — when, in fact, it
should be consumer-centric. To that end, Fixtures Living does not
ask visitors what they’d like to buy, but rather, how they’d like to live.
Such an inquiry represents a substantial shift — away from selling sheet metal,
and toward providing long-term lifestyle experiences.
Simply put, Fixtures Living is redefining the role a store can play in this sector.
Not content to merely write up a sales ticket, Fixtures Living embraces its duty
as a trusted ally in the quest to realize the visions of its clients.
As a result, the shopping experience is being transformed — from a
mercenary transaction into a meaningful journey.
And, at the end of the day, it is this very dynamic that permits Fixtures Living
to provide its clients with the single most compelling and unique brand promise
in the business:
Kitchen. Bath. Outdoor. Joy.

Who You Aren’t is as important as Who You Are.
FIXTURES LIVING IS NOT:
An appliance store
Predictable
Ordinary
Purchase-focused
Product-focused
Vendor-focused
Discount / Deal-focused
High-pressure / Pushy
Pretentious / “High Brow”
FIXTURES LIVING IS:
Innovative
Progressive / Ahead of the Curve
Experiential
Passionate
Knowledgeable
Irreverent / whimsical
Fun
Engaging
Unpretentious / “No Brow”

THE FIRST DATE...

THE ASK
“REMEMBER THE LAST TIME YOU
HAD FUN SHOPPING FOR APPLIANCES?
...NEITHER DO WE.”

SOME COMBINATION OF...
RABBIT WARREN
IMPOSSIBLE MAZE
RETAIL PURGATORY
SHOPPING HELL

IN SHORT, WE NEEDED A REVOLUTION

THE PITCH

FOOD THEATER

FORTUNATELY
(AFTER A BIT OF A DANCE...)
FITCH WON THE JOB...

SAN DIEGO

THE GENERATOR

BIG IDEA 1: FORGET EVERYTHING
OR AT LEAST EVERYTHING YOU KNOW ABOUT RETAIL

WHICH WASN’T DIFFICULT TO DO

BIG IDEA 2: RETHINK EVERY STEP
FROM THE BEGINNING TO THE END

BIG IDEA 3: A STORE THAT ISN’T A STORE
BECAUSE IT’S NOT A STORE, IT’S A JOURNEY

BIG IDEA 4: SELLING WITHOUT SELLING
FOCUS ON CONNECTIONS OVER CONVERSIONS

BIG IDEA 5: EMBRACE YOUR MISSION
BECAUSE IT’S ABOUT MORE THAN JUST SHIFTING STUFF

BIG IDEA 6: THE POWER OF EXPERIENCE
BECAUSE ABSOLUTELY NOTHING WILL EVER BEAT IT

DEFINITION

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FANTASIZE

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• DREAMING TO EXPERIENCE, EDUCATION AND INSPIRATION
• COOKING ALONG SIDE OUR CHEFS
• TAKING A DIP
• GRILLING OUT (WHILE BEING IN)
• A FEAST FOR THE SENSES – SIGHTS, SOUNDS AND SMELLS

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• BACKED WITH CUTTING EDGE TECHNOLOGY
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REALIZE

UTILIZE
• A FINAL THANK-YOU
• A WAY TO TAKE SOMETHING HOME
• THE PROMISE OF A SMOOTH EXPERIENCE TO COME
• THE CHANCE TO COME BACK TO CONTINUE THE JOURNEY

THE SECOND CONCEPT

THE DESIGN

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IMPORTANT
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THAN
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KNOWLEDGE
ALBERT EINSTEIN
ALBERT EINSTEIN
WORLD OF
WORLD OF
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WHAT
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KITCHEN
COOKING
COOKTOPS
PIZZA OVENS
MICROWAVES
RANGES
REFRIGERATION
CLEANING
RANGE HOODS
WARMING DRAWERS
WALL OVENS
BOTTOM FREEZER
COMPACT
CHESTS
COUNTER DEPTH
FRENCH DOOR
ICE MAKERS
SIDE BY SIDE
TOP FREEZER
UPRIGHT FREEZERS
WINE BEVERAGE
STORAGE
COMPACTORS
DISHWASHERS
DISPOSALS
PET WASHES
SINKS FAUCETS
WASHERS DRYERS
x
REFRIGERATION
THE PATIO
COOKING
BRIDGET’S
KITCHEN
INSPIRATION
BATH
FIXTURES
SANCTUARY
CLEANING
OUTDOOR REST
ROOMS
ESSENTIALS
KITCHEN BATH
WELCOME
ENTRANCE
BATH
INSPIRATION
REFRIGERATION
THE PATIO
COOKING
BRIDGET’S
KITCHEN
INSPIRATION
BATH
FIXTURES
SANCTUARY
CLEANING
OUTDOOR REST
ROOMS
ESSENTIALS
KITCHEN BATH
WELCOME
ENTRANCE
BATH
INSPIRATION
REFRIGERATION
THE PATIO
COOKING
BRIDGET’S
KITCHEN
INSPIRATION
BATH
FIXTURES
SANCTUARY
CLEANING
OUTDOOR REST
ROOMS
ESSENTIALS
KITCHEN BATH
WELCOME
ENTRANCE
BATH
INSPIRATION
YOU
ARE HERE
YOU
ARE HERE
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ON SITE

THE FIRST FINAL PRODUCT
COSTA MESA CA, OCTOBER 2011

JOYFUL EXPERIENCES

communications. Whenever possible, the logo should be placed on a white background.
THE NAME CHANGE

UTC, SAN DIEGO

LIVE JOYFULLY

GLENDALE, CA

OAKBROOK, IL

DALLAS, NORTH PARK

ATLANTA, LENOX

RDI Store of the Year Awards
Award of Merit, Innovation Award
ARE Store of the Year Awards
2012: Grand Prize Sustainability, Outstanding Merit Hardlines,
Elements Award: Communications
2014: Grand Prize Hardlines,
Elements Awards: Communications, Presentation, Fixtures
Hub Prize
Gold Medal
CSA Store of the Year Awards
2011: 1st Place Hardlines
2013: 1st Place Hardlines
CSCA Creative Best
Best of Category
WPPed Cream Awards
Highly Commended
Retail Week Awards
Gold Medal Large Format Store
SADI
1st Place New Prototype
Costa Mesa Planning Commission
Mesa Green Award for Sustainable Design
VMSD Retail Renovation Project
1st Place in Category

IRDC 2014 | PIRCH: The reinvention of retail

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IRDC 2014 | PIRCH: The reinvention of retail