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PSFK presents


FUTURE OF
RETAIL


a                      report

    Co n s u lti n g
PSFK presents
FUTURE OF RETAIL
                                                                                                                                      Co n s u lti n g




The Time has come
To re-imagine                                                           InTROdUcTIOn
The fuTure of shopping.



Let’s think less about real estate, staff, footfall and online stores   and retail outlets need to evolve to create experiences that drive
and start thinking about the entire world as a store; one in which      sales both in-store and within online social networks.
we can easily make instant purchases regardless of time and
place. Driven by technology, the web, community and the search          Meanwhile, the traditional physical store remains as important as
for ever-richer experiences, the world of shopping is undergoing        ever, providing the environment in which a retailer can provide
a sweeping transformation. this report seeks to understand the          an unparalleled experience. through the dynamic use of space,
forces of change and provide a framework in which we can                the most successful store owners are pushing the boundaries of
envision this new future.                                               storytelling, product testing and education - aspects of evolved
                                                                        services that lead to loyalty and repeat sales.
Beyond an evolving the decentralized shopping experience,
retailers must begin to contemplate the impact of digital media
and the effects it is having on purchase decisions. Connected
devices, whether a mobile phone or a web-enabled in-store
kiosk, are making what was once a solitary trip to the store a
socially connected event. as shoppers go through the process of
discovering new products, testing them, and reflecting on their
purchases, they are sharing these thoughts with their social
networks and influencing perception amongst their peer group.
retailers must embrace and facilitate this sharing of information,

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how will we shop                                                            InTROdUcTIOn
Tomorrow? where will we
buy and whaT service will
we expecT To receive?

In the next 80 pages, pSFK will     this report marks the first of  GOALS
provide an analysis of the          several upcoming ‘Future of’    •	 Identify the key trends driving change         ABOUT PSFK
                                                                        in retailing                                  pSFK is the go-to source for new ideas and
Future of retail. We will           reports, in which pSFK will     •	 Inspire creative business to react with        inspiration. the New York City based trends
explore this future from the        contemplate emerging trends         engaging retail solutions                     and innovation company publishes a daily
                                                                                                                      news site, provides research and business
perspective of brands,              as they pertain to culture,                                                       consultancy, manages a network of experts
                                                                    PSFK PROcESS
shoppers, retailers, and            business and society. By                                                          and hosts idea-generating events. pSFK aims
                                                                    pSFK conducted a research cycle during            to inspire readers, clients and guests to make
communities, highlighting how       identifying change, we hope to which they searched for signs of change            things better—whether that’s better products,
                                                                    and spoke to opinion leaders about shifts in
technology and our senses play      provide a framework within                                                        better services, better lives or a better world.
                                                                    the marketplace. our researchers gathered
a role in the retail experience     which readers can contemplate several hundred pieces of data that provided        www.psfk.com
                                                                    both literal and lateral inspiration supporting
both in and out of the store.       how present and future
                                                                    trends impacting the retail experience.           cOnTAcT FOR mORE
the trends identified within this   innovation might affect their   at the end of the research period, pSFK’s         InFORmATIOn
document and the examples           businesses, their suppliers and team conducted pattern recognition to
                                                                                                                      Jeff Weiner
                                                                    identify trends, the strongest of which are
used to bring them to life are      their customers.                featured in this document.
                                                                                                                      jeff.weiner@psfk.com
inspired by innovation from
                                                                                                                      For copies of this report visit:
around the globe.                                                                                                     www.psfk.com/future-of-retail




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                                                                              KEy LEARnInGS

      Increased access to the mobile web is freeing the retail experience
                                                                               The introduction of connected technologies into retail environments is
     from the confines of the physical and traditional online environment,
                                                                                changing the ways that stores are able to provide customer service.
             allowing shopping to take place virtually anywhere.



                                                                                    Introducing likeminded products and services into standalone
       Creating a flexible in-store environment through design, product
                                                                                          retail environments shows customers that a brand
          offerings and promotions, ensures that each visit will feel
                                                                                  is confident in their core offering and looking to further enhance
                          like a brand new experience.
                                                                                                        the in-store experience.




     Leveraging collaborations based on aspects such as locale or cultural          Physical stores still provide the best means to communicate
    touchstones, maintains a brand’s relevancy in the eyes of the customer.                with customers and offer a brand experience.




                                                                                   In the new customer-centric approach to retail, stores need to
   Whether physically or through connected technologies, shopping is still
                                                                               continually find ways to lower barriers to purchase and be prepared to
                          best experienced socially.
                                                                                      make a sale whenever and wherever a customer is ready.




        In a connected world where access to information is fluid and
                                                                               Empower customers by providing them with all of the tools needed to
    transparency is the expectation, brands must actively take part in the
                                                                                            make an informed purchase decision.
       conversation, otherwise their customers will do so without them.




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                        mAjOR TREndS
                   1.   World As retAil experienCe
                   2. pre-vieW shopping
                   3. tAblet enAbled serviCe
                   4. selling the ideAl
                   5. every store As FlAgship
                   6. ComplementAry CurAtion
                   7. revolving deCors
                   8. tAking the store to the Customer
                   9. instAnt shoW & tell
                   10. group Clout




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WORLd AS
RETAIL
ExPERIEncE
Buy anything, anytime, anywhere




                                  photos by Catalina Kulczar-Marin ©2010
PSFK presents
FUTURE OF RETAIL
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WORLd AS RETAIL
ExPERIEncE
summAry
Mobile payment systems and product
identification technologies are enabling
users to interact with and purchase virtually
any product they come across in the world,
regardless of whether or not it is found
in a traditional retail environment. the ability
of an individual to buy almost anything
they see, shortens the path to purchase            immediAte produCt reseArCh, sAmpling   App trAnsForms iphone into Credit   store-Free shopping viA text
by transforming any encounter into an              And buying                             CArd mAChine
opportunity to make a sale.

impliCAtions
•	   Now that the potential for a sale exists
     anywhere, retailers and brands will need
     to be smarter about crafting products
     and services that can serve as standalone
     experiences

•	   as more shoppers can access background
     information on their mobile devices.
     Brands will have to take the lead in how
     they tell the story about their product
                                                   entire World As displAy                in-App purChAsing For Augmented     mobile Coupons oFFer opportunity For
     and service
                                                                                          reAlity Content                     retAilers to reWArd shoppers

•	   retailers will need to find ways to lower
     the barriers to completing transactions,
     ensuring the process is easy and secure
                                                                                          “Everywhere will be a store, everything will be available
•	   retailers can augment their in-store
                                                                                           to buy and everyone will be involved in the sale. With the
     experience by allowing shoppers to
     access tailored content on their mobile                                               technology available to us, I can snap a picture on my
     devices such as product information and                                               camera phone of a friend’s shoes and get them shipped for
     limited-time promotions when visiting                                                 arrival when I wake up the next day.”
     physical locations
                                                                                          – piers Fawkes, president, pSFK




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ImmEdIATE PROdUcT RESEARch, SAmPLInG
And BUyInG                                                                     WORLd AS RETAIL
Mobile applications like Stripey Lines, ShopSavvy and amazon use barcode-
scanning or image recognition to enable users to quickly access information
to research products, check pricing and availability and make purchases.
                                                                               ExPERIEncE
through these applications users are able to do things like scan the barcode
of a music album, access it through itunes and listen to a sample instantly.

WWW.StrIPEylInES.COM




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APP TRAnSFORmS iPhOnE And iPAd InTO
cREdIT cARd mAchInE                                                               WORLd AS RETAIL
Square is a new mobile payment system for the iphone and ipad that enables
people to check out from anywhere. a small, plastic card reader fits into the
headphone jack, transferring the credit card’s swipe data to the app or details
                                                                                  ExPERIEncE
can be entered manually without the need to swipe. after an employee
enters the amount to charge, the customer confirms by simply entering their
signature with their finger and then the receipt is sent to the customer’s
email address.

WWW.SquarEuP.COM




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STORE-FREE ShOPPInG VIA TExT
Subports is a retail shopping platform through which customers use text     WORLd AS RETAIL
messages to purchase items. Merchants tag their products and distribute a
designated short code, such that users who have their payment information
tied to a Subports account can text the code in to instantly purchase
                                                                            ExPERIEncE
merchandise.

WWW.SuBPOrtS.COM




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EnTIRE WORLd AS dISPLAy
Innovation group Frog Design has envisioned a concept scenario called            WORLd AS RETAIL
thingBook, in which a future where every object is connected to the internet
plays a critical role in how we might eventually shop for products. With
every visible thing connected as a data point, users will be able to instantly
                                                                                 ExPERIEncE
research information about items such as clothes they see others wearing in
the streets using image recognition systems on their mobile devices and
pay for them through mobile systems. this access will enable people to
shop and buy from anywhere.

WWW.FrOgdESIgn.COM




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In-APP PURchASInG FOR AUGmEnTEd
REALITy cOnTEnT                                                                WORLd AS RETAIL
augmented reality technology enables digital information to appear on top
of the physical world when viewed through the camera of a mobile device,
creating a hybrid browsing experience anywhere. Layar is one such mobile
                                                                               ExPERIEncE
app that recently added the ability to purchase exclusive information and
content directly within the app. Content partners can now provide special
paid content and information-rich layers that help users better navigate new
locations, potentially opening the door for a future where users can preview
and buy any product they see.

WWW.layar.COM




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mOBILE cOUPOnS OFFER OPPORTUnITy FOR
RETAILERS TO REWARd ShOPPERS                                                      WORLd AS RETAIL
Deal sites such as Coupon Sherpa and Cellfire already enable consumers to
search for discounts from brands and access them on their mobile phones
to be presented at checkout. In addition, as location-based social networks
                                                                                  ExPERIEncE
like Foursquare and Gowalla become more prominent, retailers will have the
ability to target shoppers with promotions as they check in to store locations,
providing limited time incentives to make purchases during their visits.

WWW.COuPOnShErPa.COM
WWW.CEllFIrE.COM
WWW.FOurSquarE.COM
WWW.gOWalla.COM




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PRE-VIEW
ShOPPInG
Visualize your trip before you go




                                    photos by Catalina Kulczar-Marin ©2010
PSFK presents
FUTURE OF RETAIL
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PRE-VIEW
ShOPPInG
summAry
Smarter mobile devices and improved
GpS technologies are providing shoppers
with details about the retail environment,
often before they ever visit the store. this
information can take the form of interior
views or turn-by-turn directions to help
customers better navigate the aisles
and locate products easier. In addition          insider ACCess                     App oFFers turn-by-turn direCtions                groCery AppliCAtion mAkes shopping
to providing increased convenience and                                              indoors                                           more eFFiCient
efficiency, this technology also allows for
real-time information about foot-traffic at
retail locations and stands to affect consumer
habits such as what time of day they visit a
store.

impliCAtions
•	   provide customers with real-time
     information about in-store wait times

•	   present customers with information that
     enables a better shopping experience,
     opening the door for repeat business
                                                 visit the store beFore your trip   giFt reCommendAtions guided                       WebCAms shoW WhiCh loCAtions
                                                                                    by loCAtion                                       Are CroWded
•	   Consider the possibility of linking
     information such as stock with
     recommendations and discounts

•	   provide customers with relevant                                                “Some people want to do research from their home and
     information that they can react to
                                                                                     others want to do research in the retail environment.
     including inventory, wait times, shopping
     lists, in-store maps, and reviews                                               Brands need to be prepared to accommodate both,
                                                                                     especially as different products categories require different
                                                                                     approaches.”
                                                                                    – Laura Cashill, Senior Manager, Guest Insights, target




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InSIdER AccESS
By overlaying event and venue-specific map data onto Google Maps                  PRE-VIEW
technology, developers are able to build mobile applications with maps of
indoor space. Services like point Inside are able to take these foundations and
provide merchants with the ability to communicate with shoppers as they
                                                                                  ShOPPInG
move physically along an indoor map.

WWW.POIntInSIdE.COM




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APP OFFERS TURn-By-TURn dIREcTIOnS
IndOORS                                                                            PRE-VIEW
Fast Mall is a mobile app that provides turn-by-turn directions inside locations
such as shopping malls without the need for GpS. Users can sync the app
with their social media profiles, add reviews of stores and restaurants, create
                                                                                   ShOPPInG
shopping lists, set reminders for where they parked and shake their phone for
the location of the nearest bathrooms.

WWW.FaStMall.COM




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GROcERy APPLIcATIOn mAKES ShOPPInG
mORE EFFIcIEnT                                                                  PRE-VIEW
Grocery IQ is an iphone application that gives users a simple method for
tracking and organizing the groceries they buy. Upon first use, items from a
shoppers’s list are automatically sorted to match the rows of the store they
                                                                                ShOPPInG
shop. over time the application learns the user’s purchase habits and default
items to arrange shopping lists even more efficiently.

WWW.grOCEryIq.COM




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VISIT ThE STORE BEFORE yOUR TRIP
Google has launched an initiative that provides shoppers with an inside view     PRE-VIEW
of a location’s setting, facilities, ambiance, merchandise, layout, and decor
when searching for the right business. Google photographers organize visits
with retail business owners, building an interactive tool for customers at the
                                                                                 ShOPPInG
location’s Google places page.

WWW.gOOglE.COM/PlaCES




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GIFT REcOmmEndATIOnS GUIdEd By LOcATIOn
NearbyNow provides gift recommendations for multiple stores within a           PRE-VIEW
mall. the application aggregates top gift guides into one location, allowing
shoppers to narrow down gifts by descriptions of the recipient and pointing
shoppers to nearby retailers that may carry them.
                                                                               ShOPPInG
WWW.nEarBynOW.COM




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WEBcAmS ShOW WhIch LOcATIOnS
ARE cROWdEd                                                            PRE-VIEW
In an effort to lessen waiting times and prevent overcrowding at
Singapore’s health clinics, the country’s Ministry of Health has
developed Queue Watch, an online service that provides a real-time
                                                                       ShOPPInG
picture of what’s happening at each location. an interactive map
reveals not just the number of patients waiting for registration and
consultation, but live webcam images show the waiting areas for
registration, consultation and pharmacy payment.

WWW.hE.ECItIzEn.gOV.Sg




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TABLET
EnABLEd
SERVIcE
Smart devices enable superior customer service




                                                 photos by Catalina Kulczar-Marin ©2010
PSFK presents
FUTURE OF RETAIL
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TABLET EnABLEd SERVIcE
summAry
the introduction of internet-enabled mobile
devices like the iphone and the ipad into store
environments is allowing retailers to deliver a
higher level of service to their customers. the
in-store experience can now provide real-time
access to information on the web alongside
one-on-one assistance from sales staff to
create a personalized shopping experience
that helps ensure repeat business.
                                                    hotels equip Front desk stAFF        ipod touCh provides personAlized    interACtive nightliFe spACe ConneCts
                                                    With ipAds                           shopping experienCe                 pAtrons And stAFF
impliCAtions
•	   Leverage technology within the retail
     environment to provide customized
     experiences for shoppers based on their
     particular needs

•	   By using handheld devices, sales staff are
     freed from desk positions to interact with
     customers and help with transactions

•	   provide staff with the tools to easily
     access information within stores, instilling
     greater confidence in their ability to
     provide superior customer service              Floor stAFF equipped With hAndheld   JApAnese hotels lends pre-loAded    CAr deAler to use ipAds on the
                                                    deviCes                              iphones to guests                   shoWroom Floor

•	   offer customers an experience that
     feels both personal and exclusive by
     giving staff an easy way to access a their
     previous shopping data - purchases,
                                                                                         “retailers need to empower their staff by providing them
     preferences etc
                                                                                          with real-time information and putting it at their fingertips.
•	   Consider being more transparent by                                                   In the right hands, tablets have the power to make a retail
     letting customers watch transactions on                                              visit a highly personal experience for the shopper.”
     screen such as inventory searches and
     checkout. this brings customers into the                                            – piers Fawkes, president, pSFK
     process and encourages patience and
     participation




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hOTELS EqUIP FROnT dESK STAFF WITh IPAdS
In an effort to offer better service to its guests, Intercontinental Hotels &   TABLET
resorts have announced plans to equip its concierge teams with ipads,
enabling them to provide local recommendations, interactive content and         EnABLEd
                                                                                SERVIcE
turn-by-turn directions and complete transactions such as tour bookings and
restaurant reservations all from one handheld device.

WWW.IntErCOntInEntal.COM




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IPOd TOUch PROVIdES PERSOnALIzEd
ShOPPInG ExPERIEncE                                                              TABLET
When shoppers visit appliance manufacturer Miele’s latest store in Vianen in
the Netherlands they are asked to register basic information and in return are   EnABLEd
                                                                                 SERVIcE
given an ipod touch that leads them on a tailored guide for the store. the
device also reacts with the information displays and store elements to create
an interactive browsing tour.

dE lIMIEt 2, 4131 nr VIanEn, nEthErlandS
WWW.MIElE.COM




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InTERAcTIVE nIGhTLIFE SPAcE cOnnEcTS
PATROnS And STAFF                                                             TABLET
Upon entering the MiBar Martini bar in South africa, patrons log in to a
special network that is accessed through touchscreen interfaces throughout    EnABLEd
                                                                              SERVIcE
the interior, allowing them to interact with other patrons and bar staff.
Customers use these Mitables to access the menu and order specialty drinks.

160 Jan SMutS aVE rOSEnBanK, JOhannESBurg, SOuth aFrICa
WWW.MI-WOrld.CO.za




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FLOOR STAFF EqUIPPEd WITh
hAndhELd dEVIcES                                                                  TABLET
Home Depot has announced a plan to distribute 10,000 portable devices to
its store associates during 2010. the handhelds will assist staff with stocking   EnABLEd
                                                                                  SERVIcE
shelves, locating inventory, communicating both in-store and with other
locations and checking out customers throughout the store. In testing the
devices, Home Depot found that its stores ran more efficiently and provided
a better overall level of service.

WWW.hOMEdEPOt.COM




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jAPAnESE hOTELS LEndS PRE-LOAdEd
IPhOnES TO GUESTS                                                                 TABLET
During the flower viewing season in Kyoto, the Hyatt regency Hotel handed
out iphones to its guest to help them better navigate the city and take in        EnABLEd
                                                                                  SERVIcE
the sights. the phones came with pre-installed apps, focusing on the special
events taking place, including an events calendar, cultural background, tourist
information and GpS navigation to get around.

644-2 SanJuSangEndO-MaWarI, hIgaShIyaMa-Ku
KyOtO, JaPan 605-0941
WWW.hyatt.COM




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cAR dEALER TO USE IPAdS On ThE ShOWROOm
FLOOR                                                                          TABLET
In an effort to provide better customer service on the showroom floor,
Mercedes-Benz Financial will distribute ipads to 40 selected dealers           EnABLEd
                                                                               SERVIcE
throughout the United States to test the handheld device as a business tool.
the company points to the numerous benefits - the tablets will provide
salespeople with instant access to marketing programs for specific vehicle
models, quicker turn around time on the credit application process, and
increased speed and efficiency on the return of lease vehicles.

WWW.MBuSa.COM/MErCEdES




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SELLING
THE IDEAL
Personal service for all




                           photos by Catalina Kulczar-Marin ©2010
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SELLInG
ThE IdEAL
summAry
Consumers search for products and
experiences with an ideal image in their head
of how these things should fit within their
lives. Businesses are exploring ways to better
translate this picture into reality through
innovative uses of communication platforms.
these are tools that allow consumers to have
expectations met earlier in the process, to       trAvel Agents bid on Consumers’       use A personAlized shopper Without    hAir sAlon oFFers skype ConsultAtions
avoid wasting time further down the line.         dreAm vACAtions                       hAving to visit A store


impliCAtions
•	   By creating tailored end-to-end
     experiences from customer service
     through purchase and beyond, retailers
     are opening the door for repeat business

•	   enabling the customer to lead the
     conversation, ensures that they feel more
     comfortable during the entire purchase
     path

•	   the retailer can make a personalized
                                                  restAurAnt CreAtes Customer-FoCused   Web-enAbled heAlthCAre provides For
     offering before, during and after purchase
                                                  experienCe With teChnology            riCher in-oFFiCe visits

•	   the shopper can preview options before
     setting foot in the store

•	   By providing premium service tailored                                              “In some ways, digital technology allows shoppers to collaborate
     to individual needs, the customer is                                                with the retailer. Shoppers can show the retailer what they’re
     empowered to make more informed
                                                                                         looking for and enter into a dynamic discussion about finding a
     decisions about their purchases
                                                                                         product or service that fits their needs.”
                                                                                        – piers Fawkes, president, pSFK




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TRAVEL AGEnTS BId On cOnSUmERS’
dREAm VAcATIOnS                                                                  SELLInG
offerMeatrip is an online site that allows customers to imagine their ideal
vacations by describing their desires in terms of location, activities, length
of stay and price. a network of approved travel agents can react by offering
                                                                                 ThE IdEAL
customized trip itineraries around the customer’s parameters.

dEV.OFFErMEatrIP.COM




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USE A PERSOnALIzEd ShOPPER WIThOUT
hAVInG TO VISIT A STORE                                                       SELLInG
Understanding that not everyone enjoys the experience of shopping for
clothing, the founders of trunk Club created a shopping service targeted at
men, enabling them to try on clothing from the convenience of their own
                                                                              ThE IdEAL
homes. each individual is assigned a style expert who mails them apparel
and accessories based on their personal profile and an initial webcam
consultation. Customers can then choose to buy or send back any of
the selections

WWW.trunKCluB.COM




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hAIR SALOn OFFERS SKyPE cOnSULTATIOnS
realizing that their clients might appreciate speaking with a stylist prior to   SELLInG
heading to their hairdressers, plan B Salon in Cambridge, Massachusetts, has
launched a new service offering 15-minute video consultations. Before their
salon visit, customers make a Skype web-video call with the stylist and can
                                                                                 ThE IdEAL
get an idea of what their options are or how receptive the stylist is to their
requests.

99 MOunt auBurn StrEEt, CaMBrIdgE, Ma 02138, uSa
WWW.PlanBSalOn.COM




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RESTAURAnT cREATES cUSTOmER-FOcUSEd
ExPERIEncE WITh TEchnOLOGy                                                      SELLInG
4Food is a new organic fast food restaurant which will feature a 240 square
foot monitor to stream foursquare check-ins, customer tweets and info from
the restaurant. at the store, the staff will take orders on ipads. Diners are
                                                                                ThE IdEAL
encouraged to pre-order their food online before visiting, using a number of
customization options to design the perfect meal. Customers can even name
their personalized creations and market them, receiving $.25 in store credit
for every sale.

E. 40th StrEEt nEW yOrK, ny 10016, uSa
WWW.4FOOd.COM




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WEB-EnABLEd hEALThcARE PROVIdES FOR
RIchER In-OFFIcE VISITS                                                            SELLInG
Hello Health is a network of physicians focused on bringing a deep level of
transparency, communication, and accessibility to those seeking professional
medical help. the service is built on a social network-like platform that allows
                                                                                   ThE IdEAL
physicians and patients to continually share information relevant to their care
prior to and outside of office visits.

WWWW.hEllOhEalth.COM




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EVERy STORE
AS FLAGShIP
ultimate experience at every touchpoint




                                          photos by Catalina Kulczar-Marin ©2010
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EVERy STORE
AS FLAGShIP
summAry
retailers are rethinking the ways that they
utilize a store’s real estate, moving away from
the idea of simply making a sale and focusing
instead on the cultivation of an immersive
brand experience. as a result, every branch
is being re-imagined as a flagship store,
incorporating elements of storytelling and
entertainment alongside hands-on product          retAil spACe re-imAgined As FAmily   bike shop enCourAges A Community                  supermArket design enCourAges
demos and interactive displays. these details     entertAinment hub                    oF riders                                         interACtion And disCovery
bring a level of discovery and education to
the shopping experience, making every visit
feel more like an event than a transaction.

impliCAtions
•	   Give customers a reason to visit the store
     for reasons other than making a purchase

•	   treat customer visits as an opportunity
     to tell the story of the brand from the
     moment they walk through the front door

•	   enable shoppers to discover new products
                                                  Furniture shoWroom promotes          retAil ChAin CreAtes immersive shopping           librAry re-imAgines displAys For better
     that they had not previously considered
                                                  FAmiliArity And surprise             experienCe                                        broWsing

•	   Create an environment in which
     customers are encouraged to try products

•	   treat the physical retail space as an                                             “We have ‘way finding’ signs in our stores that are simple, subtle
     educational environment, enhancing the                                             signs within our retail environment that serve to tell the story
     pre and post-purchase experience
                                                                                        of our commitment to sustainability and act as a connection
                                                                                        to the community. they reiterate values that we share with our
                                                                                        consumers.”
                                                                                       – tim pfeiffer, Senior Vice president, Store Design, Starbucks




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RETAIL SPAcE RE-ImAGInEd AS FAmILy
EnTERTAInmEnT hUB                                                             EVERy STORE
Disney is embarking on a new plan to re-imagine its retail spaces
as entertainment hubs that promote interactive play as opposed to
environments that merely exhibit merchandise. the goal is to get children
                                                                              AS FLAGShIP
excited about going to their stores by providing branded activities and
content that encourage families to remain inside the stores longer or visit
more often, with the potential to lead to increased sales down the road.




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BIKE ShOP EncOURAGES A cOmmUnITy
OF RIdERS                                                                     EVERy STORE
Lance armstrong’s austin based bike shop is designed to be a hub for the
cycling life, serving the diverse community at every level of interest from
casual riding to fitness and training. Beyond selling and servicing bikes,
                                                                              AS FLAGShIP
Mellow Jonnny’s features a coffee shop, as well as showers and bike storage
to encourage daily commuting, furthering their mission to get more bicycles
on the streets.

400 nuECES St., auStIn, tExaS 78701, uSa
WWW. MEllOWJOhnnyS.COM




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SUPERmARKET dESIGn EncOURAGES
InTERAcTIOn And dIScOVERy                                                         EVERy STORE
traditionally, supermarkets have organized their products by category, but
in an effort to add discovery to the shopping experience, New england
chain Stew Leonard’s has chosen to organize their stores by occasion, (an
                                                                                  AS FLAGShIP
example being a barbeque or birthday party). By doing so, they are curating
experiences and upselling new products that customers might not consider.
the store also provides entertainment and refreshments along the way;
animatronic farm animals kids can play with, flat screens showing live feeds of
their own dairy cows, and generous sampling stations.

WWW.StEWlEOnardS.COM




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FURnITURE ShOWROOm PROmOTES
FAmILIARITy And SURPRISE                                                         EVERy STORE
Specifically designed to house the furniture makers Home Collection, the
VitraHaus is the latest showroom at the Vitra Campus in Weil am rhein,
Germany. the unusual, stacked building is intended to recreate familiar
                                                                                 AS FLAGShIP
living settings, while at the same time leaving open the potential for spatial
surprises that suggest a labyrinth as shoppers wind their way through the
connected showrooms.

CharlES EaMES-Str. 2, d-79576 WEIlaM rhEIn, gErMany
WWW.VItra.COM




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STORES SERVE AS ExTEnSIOn OF BRAnd
apple has crafted their retail environments to deliver a holistic brand     EVERy STORE
experience. Cleanly designed interiors focus on developing a deeper
connection with customers through hands-on experiences and one-
to-one interactions with knowledgeable staff members. to foster and
                                                                            AS FLAGShIP
encourage a sense of community, the stores also feature a theater zone to
host presentations and workshops that highlight innovation and provide
inspiration.

WWW.aPPlE.COM/rEtaIl




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LIBRARy RE-ImAGInES dISPLAyS FOR BETTER
BROWSInG                                                                       EVERy STORE
the main library in almere, the Netherlands, offers a unique experience for
visitors by taking its inspiration from bookshops. the library is designed
to function as a both an information destination and community hub. the
                                                                               AS FLAGShIP
space is organized into zones and uses an open shelving system to display
books cover first, promoting easier browsing. Different seating and lighting
combinations are integrated into the design to catering to customers intent
on spending longer amounts of time with study or research.

101 CIty hall SquarE 1315, xC alMErE, nEthErlandS
WWW.BIBlIOthEEKalMErE.nl




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cOmPLEmEnTARy
cURATIOn
If you like that, try this




                             photos by Catalina Kulczar-Marin ©2010
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cOmPLEmEnTARy
cURATIOn
summAry
retailers are augmenting their core offerings
by bringing other relevant brands and
services into their stores. these strategic
alignments provide customers with one-stop
convenience and curated recommendations,
adding value to the shopping experience and
enhancing the store’s brand loyalty.
                                                   Cross-merChAndising inside mensWeAr   hotel highlights loCAl FlAvor And   CurAtion From print to retAil spACes
impliCAtions                                       shop And beyond                       style through CollAborAtion
•	   When considering a new product line
     or offering, consider whether you can
     provide a best-in-class experience. If not,
     consider partnership

•	   Feature likeminded brands alongside your
     own to create a more holistic and accurate
     perception about your brand

•	   Consider introducing complementary
     services to enhance your customer’s
     experience and providing additional
     reasons for them to interact with
                                                   hotel sells Art Alongside trAvel      big box retAiler to oFFer lAundry   groCery store pArtners With reAl
     the brand
                                                   neCessities                           serviCe                             estAte AgenCy




                                                                                         “Mixing your products with likeminded brands is a no-brainer. the
                                                                                          values of each brand rub off on one another and you are helping
                                                                                          the customer make a choice through recommendation.”
                                                                                         – piers Fawkes, president, pSFK




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cROSS-mERchAndISInG InSIdE mEnSWEAR
ShOP And BEyOnd                                                                    cOmPLEmEnTARy
after testing the idea of showcasing a special selection of likeminded brands
at its Liquor Store concept retail space in 2008, US fashion retailer J.Crew has
extended its curated experience across other stores. Complementary lifestyle
                                                                                   cURATIOn
products and fashion brands are merchandised beside J.Crew products to
provide the shopper greater choice and deeper storytelling.

235 WESt BrOadWay, nEW yOrK, ny 10013
WWW.JCrEW.COM




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hOTEL hIGhLIGhTS LOcAL FLAVOR And STyLE
ThROUGh cOLLABORATIOn                                                            cOmPLEmEnTARy
the ace Hotels have become known for their inventive and seamless
collaborations with artists, designers and companies specifically chosen to
highlight the local flavor at each of their four locations. From one-of-a-kind
                                                                                 cURATIOn
murals in each of their guest rooms made by local artists to partnerships
with merchants such as Stumptown Coffee, Havaianas, opening Ceremony
and Converse to develop and sell considered products. each hotel offers
a stylized but effortless design scheme that comes together to create a
memorable experience.

WWW.aCEhOtEl.COM




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cURATIOn FROm PRInT TO RETAIL SPAcES
With four stores around the globe, Monocle Magazine’s shops reflects the       cOmPLEmEnTARy
same careful editing found in the printed edition. Driven by international
affairs, business, culture and design, Monocle shops offer their customers a
curated mix of products, ranging from collaborations with likeminded brands
                                                                               cURATIOn
such as Malmsten, BlackBerry, Comme des Garçons, Hackett, oliver Spencer
and porter to Monocle’s own creations that sit alongside issues of the
magazine. In the words of the magazine, the stores are intended to be “the
ideal space for gift shopping or a bit of personal indulgence.”

WWW.MOnOClE.COM




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hOTEL SELLS ART ALOnGSIdE TRAVEL
nEcESSITIES                                                                        cOmPLEmEnTARy
the Standard Hotel in New York City recently opened the doors of its
specially curated retail space called the Shop. the store sells an edited
selection of items that includes things ranging from everyday necessities and
                                                                                   cURATIOn
Standard branded items to small gifts and accessories from NYC and around
the world. It also features a rotating selection of limited edition works by the
Standard’s favorite artists.

848 WaShIngtOn St., nEW yOrK, ny 10014, uSa
WWW.StandardhOtElS.COM/nEW-yOrK-CIty




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BIG BOx RETAILER TO OFFER LAUndRy SERVIcE
Kmart has announced a test program they will be rolling out at one of their       cOmPLEmEnTARy
locations in Iowa City this June. Shoppers will now be able to do their laundry
at an in-store laundromat named K-Wash. While they wait for their laundry to
finish, customers can shop online. purchase orders are compiled and made
                                                                                  cURATIOn
available for pickup an hour after they are placed. there will also be a full-
service Kmart register inside, along with drop-off service and free WiFi.

WWW.KMart.COM




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GROcERy STORE PARTnERS WITh
REAL ESTATE AGEncy                                                            cOmPLEmEnTARy
Stop & Shop plans to incorporate real estate agency re/MaX’s retail spaces
into a number of their existing supermarkets. the store-within-a-store
will feature a consistent look and feel, cutting down on re/MaX’s build-out
                                                                              cURATIOn
costs for franchisees, while offering one-stop-shop advantages for
Shop & Stop customers.

WWW.rEMax-nEWEngland.COM




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REVOLVInG
dEcORS
Ever changing scenery to keep stores fresh




                                             photos by Catalina Kulczar-Marin ©2010
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REVOLVInG dEcORS
summAry
In order to keep stores feeling fresh and
relevant, retailers are building their
environments with change in mind. Displays
and decoration are designed to be moveable
and flexible enough to be swapped out so
that the retail experience can be easily
adapted and updated to keep up with
prevailing trends and attitudes.
                                                   interior on Wheels                  trAnsForming benChes              rotAting pop-up shop next to
impliCAtions                                                                                                             FlAgship store
•	   treat store fronts and interiors like
     stage sets, providing the opportunity
     to continually reinvent the shopping
     experience

•	   Use store displays as a means of
     highlighting collaborations that enhance
     brand perception and allow brands to
     share a point of view

•	   Consider implementing a flexible
     interior to allow for the introduction of
     entertainment experiences into the retail
     environment                                   retAil Annex ChAnges oFFerings to   online And oFFline shop CurAtes
                                                   promote CollAborAtions              rotAting displAy WAlls

•	   retailers that don’t have a flexible retail
     space can consider an adjunct space in
     which their customers can test, trial, and
     be entertained
                                                                                       “In my mind, the ideal store would be designed like a stage
                                                                                        set. It could change on a frequent basis.”
                                                                                       – alex Calderwood, aCe Hotel




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InTERIOR On WhEELS
the MS Café at the Muzeum Sztuki in Lodz, poland, uses mobile wooden
pods to create flexibility within its retail space, while respecting the historic
                                                                                    REVOLVInG dEcORS
nature of the building. the wheeled boxes present a unique space within the
museum that creates new opportunities for social gathering after exhibitions.

WIéCKOWSKIEgO 36 90-734 Łódz, POland




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TRAnSFORmInG BEnchES
Nike’s perma pop-up London retail space 1948 features 12 modular, wheeled
units that resemble tiered stadium bleachers. these versatile benches can
                                                                                  REVOLVInG dEcORS
be used for seating during events or arranged to create multi-level table-top
displays for merchandise, enabling the store to easily update its look and feel
based on current events such as the World Cup or the olympics.

BatEMan’S rOW haCKnEy, lOndOn EC2a 3hh, unItEd KIngdOM




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ROTATInG POP-UP ShOP nExT TO
FLAGShIP STORE                                                                 REVOLVInG dEcORS
Gap has installed a permanent, rotating pop-up shop next to its flagship
retail store in New York to promote collaborations with designers and brands
based on seasonal and cultural events. recent concepts have included
a Crunch Fitness Lab to encourage healthier lifestyles, while the current
campaign features eight ball gowns that were created by up and coming
designers and worn by celebrities at a Metroplitan Museum of art gala.

680 FIFth aVEnuE, nEW yOrK, ny 10019, uSa




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RETAIL AnnEx chAnGES OFFERInGS TO
PROmOTE cOLLABORATIOnS                                                           REVOLVInG dEcORS
Designer Jeff Staple runs two stores next door to each other in New York’s
Lower east Side. reed Space, his main store, contains a mix of fashion and
lifestyle products such as magazines and t-shirts. a smaller unit next door on
orchard Street changes its offering frequently with collaborations between
Staple and other brands, art shows and new brand launches.

151 OrChard St., nEW yOrK, ny 10002
WWW.thErEEdSPaCE.COM




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OnLInE And OFFLInE ShOP cURATES ROTATInG
dISPLAy WALLS                                                                   REVOLVInG dEcORS
Supermarket Sarah is both a physical store and online shop run out of
creator Sarah Bagner’s home that markets its collection of vintage clothing
and objects in visually impressive ways. Bagner curates a rotating display
of goods that serves as the landing page for her site and also functions
as an interactive web catalog. Her displays have become so popular that
Supermarket Sarah has been tapped to design walls for retailers and galleries
such as Selfridges, Cube and YCN.

WWW.SuPErMarKEtSarah.COM




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TAKInG ThE
STORE TO ThE
cUSTOmER
Coming to a location near you




                                photos by Catalina Kulczar-Marin ©2010
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TAKInG ThE STORE TO
ThE cUSTOmER
summAry
In an effort to better connect with consumers
outside of the traditional retail environment,
many retailers are traveling to their
customers. Whether hitting the streets or
visiting people’s homes, brands are creating
unique experiences by delivering products
and services directly to their audience often
in unexpected locations.                         burger truCk Whets publiC’s Appetite    truCk outFitted With home AppliAnCes
                                                                                         burger truCk Whets publiC’s Appetite              CoFFee shop on tWo-Wheels
                                                 For neW restAurAnt ChAin                tours Countries
                                                                                         For neW restAurAnt ChAin
Using social networking and offering location
relevant services allows brands to create a
deeper, more intimate bond with their
customers.

impliCAtions
•	   Consider what areas of the local
     community could benefit from a mobile
     service offering

•	   provide customers with a feeling of
     excitement and exclusivity by notifying
     them about new retail locations on a
                                                 hAir sAlon brings serviCe to the home   double-deCker bus oFFers elevAted                 brAnd oFFers privAte CoCktAil
     consistent basis
                                                                                         dining experienCe                                 pArties in homes

•	   Deliver unique experiences based on a
     particular location or event

•	   Gain deeper insights and make more                                                  “as opposed to a general merchandise environment, a
     relevant recommendations by engaging
                                                                                          temporary retail store can provide a great canvas for a
     your customers on their turf
                                                                                          retailer to express a strong point of view about a specific
•	   Utilize a mobile retail presence as an                                               product or service segment.”
     extension of your physical space to offer
     a curated, relevant selection of products                                           – Laura Cashill, Senior Manager, Guest Insights, target
     and services




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BURGER TRUcK WhETS PUBLIc’S APPETITE FOR
nEW RESTAURAnT chAIn                                                            TAKInG ThE STORE TO
the BLt restaurant Group has launched the Go Burger truck on the streets
of Manhattan as a means of promoting the food at its soon to open chain of
restaurants by the same name. the truck operates around the city seven days
                                                                                ThE cUSTOmER
a week, tweeting its location to customers who are fans of haute burgers, hot
dogs, fries and shakes.

WWW.gOBurgEr.COM
WWW.tWIttEr.COM/gOBurgEr




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TRUcK OUTFITTEd WITh hOmE APPLIAncES
TOURS cOUnTRy                                                                     TAKInG ThE STORE TO
Home appliance brand Haier showcases their range of products inside a
traveling van decorated like the inside of a living room, offering guided tours
to visitors and showing how a range of products might fit and function within
                                                                                  ThE cUSTOmER
their homes.

WWW.haIEr.COM




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cOFFEE ShOP On TWO-WhEELS
Kickstand is a mobile pop-up coffee shop in Brooklyn that travels throughout      TAKInG ThE STORE TO
the borough to parks and community events via bicycle. the bike not only
serves as a means of transportation, but also helps to provide a portion of the
power used to brew the coffee.
                                                                                  ThE cUSTOmER
WWW.KICKStandBrOOKlyn.COM




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hAIR SALOn BRInGS SERVIcE TO ThE hOmE
Hair room Service is a US business created by Michael Dueñas that          TAKInG ThE STORE TO
brings the salon experience directly to the client, offering in-room
appointments in hotel rooms, homes or offices. as an added bonus,
stylists are able to provide care tips and advice for the new cuts using
                                                                           ThE cUSTOmER
items found within the home.

WWW.haIrrOOMSErVICE.COM




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dOUBLE-dEcKER BUS OFFERS ELEVATEd
dInInG ExPERIEncE                                                            TAKInG ThE STORE TO
World Fare is billed as the world’s first BUStaurant, a converted double-
decker bus that serves cross-cultural food and drinks to the residents of
Los angeles. the lower level features a full-fledged kitchen and window
                                                                             ThE cUSTOmER
for ordering, while the upstairs offers open-air seating with views of the
surroundings that change depending on where the bus opens up shop
for the day.

WWW.WOrldFarE.COM




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LIqUOR BRAnd OFFERS PRIVATE cOcKTAIL
PARTIES In hOmES                                                               TAKInG ThE STORE TO
In an effort to build its presence, gin brand tanqueray is running a special
promotion in Spain called the private Cocktail experience. on a microsite,
visitors can sign up to host parties in their homes with the help of brand
                                                                               ThE cUSTOmER
ambassadors and expert bartenders who will mix specialty cocktails and
share information about the liquor.

WWW.tanquEray.ES/PrIVatECOCKtaIl




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InSTAnT ShOW
And TELL
Friendly advice exchanged in real time




                                         photos by Catalina Kulczar-Marin ©2010
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InSTAnT ShOW And TELL
summAry
Mobile social networks and connected in-
store technologies are enabling shoppers
to receive real-time feedback from friends
and likeminded strangers. the availability
of instant opinions and advice from peers is
transforming even a solitary shopping trip
into a more social experience and helping
customers make more informed decisions
about what they choose to buy.
                                                  store CAmerA ConneCts to FACebook       Website shoWs only Clothing your             Ask Community For outFit AdviCe
                                                                                          Friends like
impliCAtions
•	   Consider adding wireless internet access
     to the retail environment, enabling
     customers to share information with the
     network of peers that is validating their
     purchase

•	   Include social networking into your retail
     site, allowing potential and existing
     customers to share things with others

•	   provide the tools for consumers
     to capture and share pictures and
     experiences in the retail environment        CreAting videos to shAre WhAt you buy   App AlloWs reAl-time groups to               online serviCes For shAring purChAses
                                                                                          Form AnyWhere                                Among netWorks

•	   allow customers to take photos in store



                                                                                          “If shopping 1.0 online was about price comparison across hard
                                                                                           goods as seen on sites like MySimon and nexttag, and shopping 2.0
                                                                                           was about best of breed customer experiences as seen on sites like
                                                                                           zappos and itunes, then surely shopping 3.0 online is about the truly
                                                                                           empowered consumer.”
                                                                                          – Sukhinder Singh Cassidy, Ceo of polyvore




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STORE cAmERA cOnnEcTS TO FAcEBOOK
Diesel has installed a kiosk in some of their retail locations in Spain. each kiosk   InSTAnT ShOW
comes equipped with a Diesel Cam that allows shoppers to take pictures as
they try on outfits. they can then post them online and ask their network of
Facebook friends for their opinions on what styles look best.
                                                                                      And TELL
WWW.dIESEl.COM




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WEBSITE ShOWS OnLy cLOThInG yOUR
FRIEndS LIKE                                                                  InSTAnT ShOW
Levis has integrated Facebook functionality into their website, allowing
users to “like” specific products and share their shopping decisions within
their social network. the site can also be customized to show only those
                                                                              And TELL
selections that have been “liked” by your peer group.

WWW.StOrE.lEVI.COM




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ASK cOmmUnITy FOR OUTFIT AdVIcE
GotryIton is an online community that allows users to upload digital photos        InSTAnT ShOW
of themselves wearing outfits they are considering purchasing. Users have
the option to share the images with the entire community, or just their friends.
once an image is shared, community members can vote on the outfit by
                                                                                   And TELL
saying “wear it” or “change it.”

WWW.gOtryItOn.COM




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cREATInG VIdEOS TO ShARE WhAT yOU BUy
Haul videos typically feature young women sitting before a camera, itemizing    InSTAnT ShOW
their recent clothing and accessory purchases. they also share their opinions
and tips on their video blogs, creating an active community of likeminded
users where the most watched videos typically generate over 500,000 views
                                                                                And TELL
on Youtube.




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APP ALLOWS REAL-TImE GROUPS TO
FORm AnyWhERE                                                                    InSTAnT ShOW
apple is rumored to be working on a concept called iGroups, an application
that would allow for the real-time formation of “groups” within one’s social
networks using a shared location such as a store, concert or restaurant as the
                                                                                 And TELL
basis for privately sharing information. the application could help shoppers
quickly discover nearby friends or contacts and solicit their advice on
potential purchases or recommendations.

WWW.aPPlE.COM




WWW.PSFK.COM                                                                                           74
PSFK presents
FUTURE OF RETAIL
                                                                                                 Co n s u lti n g




OnLInE SERVIcES FOR ShARInG PURchASES
AmOnG nETWORKS                                                                    InSTAnT ShOW
Services like Blippy, Shop Social.ly and Swipely link with shoppers credit
cards to enable them to easily share their recent purchases within their social
networks, either automatically or through an opt-in service. as these services
                                                                                  And TELL
develop, they function as group recommendation engines for particular
products. Brands might eventually be able to access this data and offer
special promotions to particular users and their friends.

WWW.BlIPPy.COM
WWW.ShOPSOCIal.ly
BEta.SWIPEly.COM




WWW.PSFK.COM                                                                                            75
GROUP cLOUT
Flexing the power of community




                                 photos by Catalina Kulczar-Marin ©2010
PSFK presents
FUTURE OF RETAIL
                                                                                                                                                                     Co n s u lti n g




GROUP cLOUT
summAry
Customers are using online networks to
collaborate on communal purchases that help
increase their individual buying power. By
connecting with likeminded shoppers en
masse, shoppers can take advantage of
discounts and wield influence over the
product and service offerings made by sellers.

at the same time, retailers are welcoming
                                                 dAily deAls oFFered For group buy-in   online group pAyment plAtForm            ColleCtively buying solAr poWer
the access to a larger audience and the
prospect of promoting greater sales and
mind share.

impliCAtions
•	   Leverage mobile social networks reward
     and promote additional purchases among
     consumers who are already visiting your
     location

•	   as groups band together to make
     discounted purchases, retailers need to
     be prepared to ensure that this initial
     shopping experience is a positive one,
     both increasing sales in the short-term     groups deCide WhiCh Furniture          Consumer netWork reWArds ethiCAl         businesses leverAge mobile soCiAl
     and promoting long-term growth              is produCed                            businesses                               netWorks


•	   Speak with communities to better
     understand their needs and receive
     their input on new products. this early                                            “We’re finding that people are tweeting, updating their Facebook
     involvement can help form instant
                                                                                         status and emailing to tell their friends about amazing deals available
     audiences when a product reaches the
     marketplace                                                                         through our service. these individuals are community organizing
                                                                                         in real-time and taking part in group purchasing activities in an
•	   encourage customers to interact with                                                unprecedented fashion.”
     your brand through the offer of group
                                                                                        – rob Solomon, president, Groupon
     discounts and community forums




WWW.PSFK.COM                                                                                                                                                                77
PSFK presents
FUTURE OF RETAIL
                                                                                            Co n s u lti n g




dAILy dEALS OFFEREd FOR GROUP BUy-In
Groupon offers a daily deal in various cities throughout the US and Canada.
the deal becomes valid only if a specified number of people commit to the
                                                                              GROUP cLOUT
purchase. Groups benefit from discounted prices and businesses receive a
guaranteed number of customers.

WWW.grOuPOn.COM




WWW.PSFK.COM                                                                                       78
PSFK presents
FUTURE OF RETAIL
                                                                                              Co n s u lti n g




OnLInE GROUP PAymEnT PLATFORm
Wepay is a payment system that enables groups of users to set up shared
financial accounts with varying levels of access, giving them a way to manage
                                                                                GROUP cLOUT
group payments and finances. the group accounts are FDIC-insured and can
make payments via a Wepay VISa prepaid card, paper checks and electronic
transfers

WWW.WEPay.COM




WWW.PSFK.COM                                                                                        79
PSFK presents
FUTURE OF RETAIL
                                                                                           Co n s u lti n g




cOLLEcTIVELy BUyInG SOLAR POWER
San Francisco-based company, 1BoG, offers a service through which
communities can gather to pool their collective buying power. the focus of
                                                                             GROUP cLOUT
the community is to generate enough buying power to purchase solar energy
generators, an item that is too expensive to purchase as an individual.

WWW.1BOg.Org




WWW.PSFK.COM                                                                                     80
PSFK presents
FUTURE OF RETAIL
                                                                                             Co n s u lti n g




GROUPS dEcIdE WhIch FURnITURE
IS PROdUcEd                                                                    GROUP cLOUT
Made.com connects customers directly to designers and asks them to vote
on which pieces are produced and added to the site’s retail store. after an
order is place, customers can keep track of the entire manufacturing process
up until it is delivered to their door.

WWW.MadE.COM




WWW.PSFK.COM                                                                                        81
PSFK presents
FUTURE OF RETAIL
                                                                                          Co n s u lti n g




cOnSUmER nETWORK REWARdS EThIcAL
BUSInESSES                                                                  GROUP cLOUT
Carrotmob is a network of consumers that rewards businesses that make
socially responsible decisions. rather than boycott goods and services to
promote change, members are able to focus their collective buying power
and use positive reinforcement to encourage good behavior amongst
businesses.

WWW.CarrOtMOB.Org




WWW.PSFK.COM                                                                                    82
PSFK presents
FUTURE OF RETAIL
                                                                                              Co n s u lti n g




BUSInESSES LEVERAGE mOBILE SOcIAL
nETWORKS                                                                        GROUP cLOUT
Businesses are beginning to take advantage of the tools provided by mobile
social networks like Foursquare and Gowalla, offering deals and promotions
to customers that check-in to their shops. one potential outcome of this
might be special discounts for large groups of people that all visit the same
location simultaneously.

WWW.FOurSquarE.COM/BuSInESSES
WWW.gOWalla.COM




WWW.PSFK.COM                                                                                        83
PSFK presents
FUTURE OF RETAIL
                                                                                                                                                         Co n s u lti n g




                                                                                  cREdITS
ABOUT PSFK                                                                        ThE FUTURE OF RETAIL PROjEcT TEAm
pSFK is the go-to source for ideas and inspiration for creative professionals     leAd ConsultAnt
around the world. We are a New York City based trends research and                Francisco Hui
innovation company that publishes a daily news site, provides trends research     francisco.hui@psfk.com
and innovation consultancy, manages a network of freelance experts and
hosts idea-generating events. We aim to inspire our readers, our clients and
our guests to make things better—whether that’s better products, better           proJeCt direCtor & business development
retail, better lives or a better world.                                           Jeff Weiner
                                                                                  jeff.weiner@psfk.com
WWW.PSFK.COM                                                                      646.520.4665



PSFK cOnSULTInG                                                                   reseArCh & AnAlysis
                                                                                  piers Fawkes
Leveraging a global network of scouts & experts, pSFK provides trends             Scott Lachut
research and innovation consultancy to leading international corporations.        Kyle Studstill
Since 2005, pSFK has worked with segment leading companies across                 Brian W. Jones
automotive, Food & Beverage, FMCG, Media, retail and technology. Clients          Jeff Squires
turn to pSFK for its global reach, access to local intelligence and our ability   antonio Varas
to find lateral inspiration that informs marketing innovation and product
development.
                                                                                  photogrAphy
                                                                                  Catalina Kulczar-Marin

                                                                                                                                         CONTACT

                                                                                                                                                  Jeff Weiner
                                                                                                                            Director, Business Development
                                                                                                                                       jeff.weiner@psfk.com
                                                                                                                                             +1 646.520.4665


                                                                                  Creative Commons 2010                            466 Broome St. 2nd Floor
                                                                                  attribution Non-Commercial                       New York, NY 10013 USA
                                                                                  No Derivative Works 3.0 International                     www.psfk.com
                                                                                  May 2010 v.1



WWW.PSFK.COM                                                                                                                                                    84

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PSFK's Future of Retail Report 2010

  • 1. PSFK presents FUTURE OF RETAIL a report Co n s u lti n g
  • 2. PSFK presents FUTURE OF RETAIL Co n s u lti n g The Time has come To re-imagine InTROdUcTIOn The fuTure of shopping. Let’s think less about real estate, staff, footfall and online stores and retail outlets need to evolve to create experiences that drive and start thinking about the entire world as a store; one in which sales both in-store and within online social networks. we can easily make instant purchases regardless of time and place. Driven by technology, the web, community and the search Meanwhile, the traditional physical store remains as important as for ever-richer experiences, the world of shopping is undergoing ever, providing the environment in which a retailer can provide a sweeping transformation. this report seeks to understand the an unparalleled experience. through the dynamic use of space, forces of change and provide a framework in which we can the most successful store owners are pushing the boundaries of envision this new future. storytelling, product testing and education - aspects of evolved services that lead to loyalty and repeat sales. Beyond an evolving the decentralized shopping experience, retailers must begin to contemplate the impact of digital media and the effects it is having on purchase decisions. Connected devices, whether a mobile phone or a web-enabled in-store kiosk, are making what was once a solitary trip to the store a socially connected event. as shoppers go through the process of discovering new products, testing them, and reflecting on their purchases, they are sharing these thoughts with their social networks and influencing perception amongst their peer group. retailers must embrace and facilitate this sharing of information, WWW.PSFK.COM 2
  • 3. PSFK presents FUTURE OF RETAIL Co n s u lti n g how will we shop InTROdUcTIOn Tomorrow? where will we buy and whaT service will we expecT To receive? In the next 80 pages, pSFK will this report marks the first of GOALS provide an analysis of the several upcoming ‘Future of’ • Identify the key trends driving change ABOUT PSFK in retailing pSFK is the go-to source for new ideas and Future of retail. We will reports, in which pSFK will • Inspire creative business to react with inspiration. the New York City based trends explore this future from the contemplate emerging trends engaging retail solutions and innovation company publishes a daily news site, provides research and business perspective of brands, as they pertain to culture, consultancy, manages a network of experts PSFK PROcESS shoppers, retailers, and business and society. By and hosts idea-generating events. pSFK aims pSFK conducted a research cycle during to inspire readers, clients and guests to make communities, highlighting how identifying change, we hope to which they searched for signs of change things better—whether that’s better products, and spoke to opinion leaders about shifts in technology and our senses play provide a framework within better services, better lives or a better world. the marketplace. our researchers gathered a role in the retail experience which readers can contemplate several hundred pieces of data that provided www.psfk.com both literal and lateral inspiration supporting both in and out of the store. how present and future trends impacting the retail experience. cOnTAcT FOR mORE the trends identified within this innovation might affect their at the end of the research period, pSFK’s InFORmATIOn document and the examples businesses, their suppliers and team conducted pattern recognition to Jeff Weiner identify trends, the strongest of which are used to bring them to life are their customers. featured in this document. jeff.weiner@psfk.com inspired by innovation from For copies of this report visit: around the globe. www.psfk.com/future-of-retail WWW.PSFK.COM 3
  • 4. PSFK presents FUTURE OF RETAIL Co n s u lti n g KEy LEARnInGS Increased access to the mobile web is freeing the retail experience The introduction of connected technologies into retail environments is from the confines of the physical and traditional online environment, changing the ways that stores are able to provide customer service. allowing shopping to take place virtually anywhere. Introducing likeminded products and services into standalone Creating a flexible in-store environment through design, product retail environments shows customers that a brand offerings and promotions, ensures that each visit will feel is confident in their core offering and looking to further enhance like a brand new experience. the in-store experience. Leveraging collaborations based on aspects such as locale or cultural Physical stores still provide the best means to communicate touchstones, maintains a brand’s relevancy in the eyes of the customer. with customers and offer a brand experience. In the new customer-centric approach to retail, stores need to Whether physically or through connected technologies, shopping is still continually find ways to lower barriers to purchase and be prepared to best experienced socially. make a sale whenever and wherever a customer is ready. In a connected world where access to information is fluid and Empower customers by providing them with all of the tools needed to transparency is the expectation, brands must actively take part in the make an informed purchase decision. conversation, otherwise their customers will do so without them. WWW.PSFK.COM 4
  • 5. PSFK presents FUTURE OF RETAIL Co n s u lti n g mAjOR TREndS 1. World As retAil experienCe 2. pre-vieW shopping 3. tAblet enAbled serviCe 4. selling the ideAl 5. every store As FlAgship 6. ComplementAry CurAtion 7. revolving deCors 8. tAking the store to the Customer 9. instAnt shoW & tell 10. group Clout WWW.PSFK.COM 5
  • 6. WORLd AS RETAIL ExPERIEncE Buy anything, anytime, anywhere photos by Catalina Kulczar-Marin ©2010
  • 7. PSFK presents FUTURE OF RETAIL Co n s u lti n g WORLd AS RETAIL ExPERIEncE summAry Mobile payment systems and product identification technologies are enabling users to interact with and purchase virtually any product they come across in the world, regardless of whether or not it is found in a traditional retail environment. the ability of an individual to buy almost anything they see, shortens the path to purchase immediAte produCt reseArCh, sAmpling App trAnsForms iphone into Credit store-Free shopping viA text by transforming any encounter into an And buying CArd mAChine opportunity to make a sale. impliCAtions • Now that the potential for a sale exists anywhere, retailers and brands will need to be smarter about crafting products and services that can serve as standalone experiences • as more shoppers can access background information on their mobile devices. Brands will have to take the lead in how they tell the story about their product entire World As displAy in-App purChAsing For Augmented mobile Coupons oFFer opportunity For and service reAlity Content retAilers to reWArd shoppers • retailers will need to find ways to lower the barriers to completing transactions, ensuring the process is easy and secure “Everywhere will be a store, everything will be available • retailers can augment their in-store to buy and everyone will be involved in the sale. With the experience by allowing shoppers to access tailored content on their mobile technology available to us, I can snap a picture on my devices such as product information and camera phone of a friend’s shoes and get them shipped for limited-time promotions when visiting arrival when I wake up the next day.” physical locations – piers Fawkes, president, pSFK WWW.PSFK.COM 7
  • 8. PSFK presents FUTURE OF RETAIL Co n s u lti n g ImmEdIATE PROdUcT RESEARch, SAmPLInG And BUyInG WORLd AS RETAIL Mobile applications like Stripey Lines, ShopSavvy and amazon use barcode- scanning or image recognition to enable users to quickly access information to research products, check pricing and availability and make purchases. ExPERIEncE through these applications users are able to do things like scan the barcode of a music album, access it through itunes and listen to a sample instantly. WWW.StrIPEylInES.COM WWW.PSFK.COM 8
  • 9. PSFK presents FUTURE OF RETAIL Co n s u lti n g APP TRAnSFORmS iPhOnE And iPAd InTO cREdIT cARd mAchInE WORLd AS RETAIL Square is a new mobile payment system for the iphone and ipad that enables people to check out from anywhere. a small, plastic card reader fits into the headphone jack, transferring the credit card’s swipe data to the app or details ExPERIEncE can be entered manually without the need to swipe. after an employee enters the amount to charge, the customer confirms by simply entering their signature with their finger and then the receipt is sent to the customer’s email address. WWW.SquarEuP.COM WWW.PSFK.COM 9
  • 10. PSFK presents FUTURE OF RETAIL Co n s u lti n g STORE-FREE ShOPPInG VIA TExT Subports is a retail shopping platform through which customers use text WORLd AS RETAIL messages to purchase items. Merchants tag their products and distribute a designated short code, such that users who have their payment information tied to a Subports account can text the code in to instantly purchase ExPERIEncE merchandise. WWW.SuBPOrtS.COM WWW.PSFK.COM 10
  • 11. PSFK presents FUTURE OF RETAIL Co n s u lti n g EnTIRE WORLd AS dISPLAy Innovation group Frog Design has envisioned a concept scenario called WORLd AS RETAIL thingBook, in which a future where every object is connected to the internet plays a critical role in how we might eventually shop for products. With every visible thing connected as a data point, users will be able to instantly ExPERIEncE research information about items such as clothes they see others wearing in the streets using image recognition systems on their mobile devices and pay for them through mobile systems. this access will enable people to shop and buy from anywhere. WWW.FrOgdESIgn.COM WWW.PSFK.COM 11
  • 12. PSFK presents FUTURE OF RETAIL Co n s u lti n g In-APP PURchASInG FOR AUGmEnTEd REALITy cOnTEnT WORLd AS RETAIL augmented reality technology enables digital information to appear on top of the physical world when viewed through the camera of a mobile device, creating a hybrid browsing experience anywhere. Layar is one such mobile ExPERIEncE app that recently added the ability to purchase exclusive information and content directly within the app. Content partners can now provide special paid content and information-rich layers that help users better navigate new locations, potentially opening the door for a future where users can preview and buy any product they see. WWW.layar.COM WWW.PSFK.COM 12
  • 13. PSFK presents FUTURE OF RETAIL Co n s u lti n g mOBILE cOUPOnS OFFER OPPORTUnITy FOR RETAILERS TO REWARd ShOPPERS WORLd AS RETAIL Deal sites such as Coupon Sherpa and Cellfire already enable consumers to search for discounts from brands and access them on their mobile phones to be presented at checkout. In addition, as location-based social networks ExPERIEncE like Foursquare and Gowalla become more prominent, retailers will have the ability to target shoppers with promotions as they check in to store locations, providing limited time incentives to make purchases during their visits. WWW.COuPOnShErPa.COM WWW.CEllFIrE.COM WWW.FOurSquarE.COM WWW.gOWalla.COM WWW.PSFK.COM 13
  • 14. PRE-VIEW ShOPPInG Visualize your trip before you go photos by Catalina Kulczar-Marin ©2010
  • 15. PSFK presents FUTURE OF RETAIL Co n s u lti n g PRE-VIEW ShOPPInG summAry Smarter mobile devices and improved GpS technologies are providing shoppers with details about the retail environment, often before they ever visit the store. this information can take the form of interior views or turn-by-turn directions to help customers better navigate the aisles and locate products easier. In addition insider ACCess App oFFers turn-by-turn direCtions groCery AppliCAtion mAkes shopping to providing increased convenience and indoors more eFFiCient efficiency, this technology also allows for real-time information about foot-traffic at retail locations and stands to affect consumer habits such as what time of day they visit a store. impliCAtions • provide customers with real-time information about in-store wait times • present customers with information that enables a better shopping experience, opening the door for repeat business visit the store beFore your trip giFt reCommendAtions guided WebCAms shoW WhiCh loCAtions by loCAtion Are CroWded • Consider the possibility of linking information such as stock with recommendations and discounts • provide customers with relevant “Some people want to do research from their home and information that they can react to others want to do research in the retail environment. including inventory, wait times, shopping lists, in-store maps, and reviews Brands need to be prepared to accommodate both, especially as different products categories require different approaches.” – Laura Cashill, Senior Manager, Guest Insights, target WWW.PSFK.COM 15
  • 16. PSFK presents FUTURE OF RETAIL Co n s u lti n g InSIdER AccESS By overlaying event and venue-specific map data onto Google Maps PRE-VIEW technology, developers are able to build mobile applications with maps of indoor space. Services like point Inside are able to take these foundations and provide merchants with the ability to communicate with shoppers as they ShOPPInG move physically along an indoor map. WWW.POIntInSIdE.COM WWW.PSFK.COM 16
  • 17. PSFK presents FUTURE OF RETAIL Co n s u lti n g APP OFFERS TURn-By-TURn dIREcTIOnS IndOORS PRE-VIEW Fast Mall is a mobile app that provides turn-by-turn directions inside locations such as shopping malls without the need for GpS. Users can sync the app with their social media profiles, add reviews of stores and restaurants, create ShOPPInG shopping lists, set reminders for where they parked and shake their phone for the location of the nearest bathrooms. WWW.FaStMall.COM WWW.PSFK.COM 17
  • 18. PSFK presents FUTURE OF RETAIL Co n s u lti n g GROcERy APPLIcATIOn mAKES ShOPPInG mORE EFFIcIEnT PRE-VIEW Grocery IQ is an iphone application that gives users a simple method for tracking and organizing the groceries they buy. Upon first use, items from a shoppers’s list are automatically sorted to match the rows of the store they ShOPPInG shop. over time the application learns the user’s purchase habits and default items to arrange shopping lists even more efficiently. WWW.grOCEryIq.COM WWW.PSFK.COM 18
  • 19. PSFK presents FUTURE OF RETAIL Co n s u lti n g VISIT ThE STORE BEFORE yOUR TRIP Google has launched an initiative that provides shoppers with an inside view PRE-VIEW of a location’s setting, facilities, ambiance, merchandise, layout, and decor when searching for the right business. Google photographers organize visits with retail business owners, building an interactive tool for customers at the ShOPPInG location’s Google places page. WWW.gOOglE.COM/PlaCES WWW.PSFK.COM 19
  • 20. PSFK presents FUTURE OF RETAIL Co n s u lti n g GIFT REcOmmEndATIOnS GUIdEd By LOcATIOn NearbyNow provides gift recommendations for multiple stores within a PRE-VIEW mall. the application aggregates top gift guides into one location, allowing shoppers to narrow down gifts by descriptions of the recipient and pointing shoppers to nearby retailers that may carry them. ShOPPInG WWW.nEarBynOW.COM WWW.PSFK.COM 20
  • 21. PSFK presents FUTURE OF RETAIL Co n s u lti n g WEBcAmS ShOW WhIch LOcATIOnS ARE cROWdEd PRE-VIEW In an effort to lessen waiting times and prevent overcrowding at Singapore’s health clinics, the country’s Ministry of Health has developed Queue Watch, an online service that provides a real-time ShOPPInG picture of what’s happening at each location. an interactive map reveals not just the number of patients waiting for registration and consultation, but live webcam images show the waiting areas for registration, consultation and pharmacy payment. WWW.hE.ECItIzEn.gOV.Sg WWW.PSFK.COM 21
  • 22. TABLET EnABLEd SERVIcE Smart devices enable superior customer service photos by Catalina Kulczar-Marin ©2010
  • 23. PSFK presents FUTURE OF RETAIL Co n s u lti n g TABLET EnABLEd SERVIcE summAry the introduction of internet-enabled mobile devices like the iphone and the ipad into store environments is allowing retailers to deliver a higher level of service to their customers. the in-store experience can now provide real-time access to information on the web alongside one-on-one assistance from sales staff to create a personalized shopping experience that helps ensure repeat business. hotels equip Front desk stAFF ipod touCh provides personAlized interACtive nightliFe spACe ConneCts With ipAds shopping experienCe pAtrons And stAFF impliCAtions • Leverage technology within the retail environment to provide customized experiences for shoppers based on their particular needs • By using handheld devices, sales staff are freed from desk positions to interact with customers and help with transactions • provide staff with the tools to easily access information within stores, instilling greater confidence in their ability to provide superior customer service Floor stAFF equipped With hAndheld JApAnese hotels lends pre-loAded CAr deAler to use ipAds on the deviCes iphones to guests shoWroom Floor • offer customers an experience that feels both personal and exclusive by giving staff an easy way to access a their previous shopping data - purchases, “retailers need to empower their staff by providing them preferences etc with real-time information and putting it at their fingertips. • Consider being more transparent by In the right hands, tablets have the power to make a retail letting customers watch transactions on visit a highly personal experience for the shopper.” screen such as inventory searches and checkout. this brings customers into the – piers Fawkes, president, pSFK process and encourages patience and participation WWW.PSFK.COM 23
  • 24. PSFK presents FUTURE OF RETAIL Co n s u lti n g hOTELS EqUIP FROnT dESK STAFF WITh IPAdS In an effort to offer better service to its guests, Intercontinental Hotels & TABLET resorts have announced plans to equip its concierge teams with ipads, enabling them to provide local recommendations, interactive content and EnABLEd SERVIcE turn-by-turn directions and complete transactions such as tour bookings and restaurant reservations all from one handheld device. WWW.IntErCOntInEntal.COM WWW.PSFK.COM 24
  • 25. PSFK presents FUTURE OF RETAIL Co n s u lti n g IPOd TOUch PROVIdES PERSOnALIzEd ShOPPInG ExPERIEncE TABLET When shoppers visit appliance manufacturer Miele’s latest store in Vianen in the Netherlands they are asked to register basic information and in return are EnABLEd SERVIcE given an ipod touch that leads them on a tailored guide for the store. the device also reacts with the information displays and store elements to create an interactive browsing tour. dE lIMIEt 2, 4131 nr VIanEn, nEthErlandS WWW.MIElE.COM WWW.PSFK.COM 25
  • 26. PSFK presents FUTURE OF RETAIL Co n s u lti n g InTERAcTIVE nIGhTLIFE SPAcE cOnnEcTS PATROnS And STAFF TABLET Upon entering the MiBar Martini bar in South africa, patrons log in to a special network that is accessed through touchscreen interfaces throughout EnABLEd SERVIcE the interior, allowing them to interact with other patrons and bar staff. Customers use these Mitables to access the menu and order specialty drinks. 160 Jan SMutS aVE rOSEnBanK, JOhannESBurg, SOuth aFrICa WWW.MI-WOrld.CO.za WWW.PSFK.COM 26
  • 27. PSFK presents FUTURE OF RETAIL Co n s u lti n g FLOOR STAFF EqUIPPEd WITh hAndhELd dEVIcES TABLET Home Depot has announced a plan to distribute 10,000 portable devices to its store associates during 2010. the handhelds will assist staff with stocking EnABLEd SERVIcE shelves, locating inventory, communicating both in-store and with other locations and checking out customers throughout the store. In testing the devices, Home Depot found that its stores ran more efficiently and provided a better overall level of service. WWW.hOMEdEPOt.COM WWW.PSFK.COM 27
  • 28. PSFK presents FUTURE OF RETAIL Co n s u lti n g jAPAnESE hOTELS LEndS PRE-LOAdEd IPhOnES TO GUESTS TABLET During the flower viewing season in Kyoto, the Hyatt regency Hotel handed out iphones to its guest to help them better navigate the city and take in EnABLEd SERVIcE the sights. the phones came with pre-installed apps, focusing on the special events taking place, including an events calendar, cultural background, tourist information and GpS navigation to get around. 644-2 SanJuSangEndO-MaWarI, hIgaShIyaMa-Ku KyOtO, JaPan 605-0941 WWW.hyatt.COM WWW.PSFK.COM 28
  • 29. PSFK presents FUTURE OF RETAIL Co n s u lti n g cAR dEALER TO USE IPAdS On ThE ShOWROOm FLOOR TABLET In an effort to provide better customer service on the showroom floor, Mercedes-Benz Financial will distribute ipads to 40 selected dealers EnABLEd SERVIcE throughout the United States to test the handheld device as a business tool. the company points to the numerous benefits - the tablets will provide salespeople with instant access to marketing programs for specific vehicle models, quicker turn around time on the credit application process, and increased speed and efficiency on the return of lease vehicles. WWW.MBuSa.COM/MErCEdES WWW.PSFK.COM 29
  • 30. SELLING THE IDEAL Personal service for all photos by Catalina Kulczar-Marin ©2010
  • 31. PSFK presents FUTURE OF RETAIL Co n s u lti n g SELLInG ThE IdEAL summAry Consumers search for products and experiences with an ideal image in their head of how these things should fit within their lives. Businesses are exploring ways to better translate this picture into reality through innovative uses of communication platforms. these are tools that allow consumers to have expectations met earlier in the process, to trAvel Agents bid on Consumers’ use A personAlized shopper Without hAir sAlon oFFers skype ConsultAtions avoid wasting time further down the line. dreAm vACAtions hAving to visit A store impliCAtions • By creating tailored end-to-end experiences from customer service through purchase and beyond, retailers are opening the door for repeat business • enabling the customer to lead the conversation, ensures that they feel more comfortable during the entire purchase path • the retailer can make a personalized restAurAnt CreAtes Customer-FoCused Web-enAbled heAlthCAre provides For offering before, during and after purchase experienCe With teChnology riCher in-oFFiCe visits • the shopper can preview options before setting foot in the store • By providing premium service tailored “In some ways, digital technology allows shoppers to collaborate to individual needs, the customer is with the retailer. Shoppers can show the retailer what they’re empowered to make more informed looking for and enter into a dynamic discussion about finding a decisions about their purchases product or service that fits their needs.” – piers Fawkes, president, pSFK WWW.PSFK.COM 31
  • 32. PSFK presents FUTURE OF RETAIL Co n s u lti n g TRAVEL AGEnTS BId On cOnSUmERS’ dREAm VAcATIOnS SELLInG offerMeatrip is an online site that allows customers to imagine their ideal vacations by describing their desires in terms of location, activities, length of stay and price. a network of approved travel agents can react by offering ThE IdEAL customized trip itineraries around the customer’s parameters. dEV.OFFErMEatrIP.COM WWW.PSFK.COM 32
  • 33. PSFK presents FUTURE OF RETAIL Co n s u lti n g USE A PERSOnALIzEd ShOPPER WIThOUT hAVInG TO VISIT A STORE SELLInG Understanding that not everyone enjoys the experience of shopping for clothing, the founders of trunk Club created a shopping service targeted at men, enabling them to try on clothing from the convenience of their own ThE IdEAL homes. each individual is assigned a style expert who mails them apparel and accessories based on their personal profile and an initial webcam consultation. Customers can then choose to buy or send back any of the selections WWW.trunKCluB.COM WWW.PSFK.COM 33
  • 34. PSFK presents FUTURE OF RETAIL Co n s u lti n g hAIR SALOn OFFERS SKyPE cOnSULTATIOnS realizing that their clients might appreciate speaking with a stylist prior to SELLInG heading to their hairdressers, plan B Salon in Cambridge, Massachusetts, has launched a new service offering 15-minute video consultations. Before their salon visit, customers make a Skype web-video call with the stylist and can ThE IdEAL get an idea of what their options are or how receptive the stylist is to their requests. 99 MOunt auBurn StrEEt, CaMBrIdgE, Ma 02138, uSa WWW.PlanBSalOn.COM WWW.PSFK.COM 34
  • 35. PSFK presents FUTURE OF RETAIL Co n s u lti n g RESTAURAnT cREATES cUSTOmER-FOcUSEd ExPERIEncE WITh TEchnOLOGy SELLInG 4Food is a new organic fast food restaurant which will feature a 240 square foot monitor to stream foursquare check-ins, customer tweets and info from the restaurant. at the store, the staff will take orders on ipads. Diners are ThE IdEAL encouraged to pre-order their food online before visiting, using a number of customization options to design the perfect meal. Customers can even name their personalized creations and market them, receiving $.25 in store credit for every sale. E. 40th StrEEt nEW yOrK, ny 10016, uSa WWW.4FOOd.COM WWW.PSFK.COM 35
  • 36. PSFK presents FUTURE OF RETAIL Co n s u lti n g WEB-EnABLEd hEALThcARE PROVIdES FOR RIchER In-OFFIcE VISITS SELLInG Hello Health is a network of physicians focused on bringing a deep level of transparency, communication, and accessibility to those seeking professional medical help. the service is built on a social network-like platform that allows ThE IdEAL physicians and patients to continually share information relevant to their care prior to and outside of office visits. WWWW.hEllOhEalth.COM WWW.PSFK.COM 36
  • 37. EVERy STORE AS FLAGShIP ultimate experience at every touchpoint photos by Catalina Kulczar-Marin ©2010
  • 38. PSFK presents FUTURE OF RETAIL Co n s u lti n g EVERy STORE AS FLAGShIP summAry retailers are rethinking the ways that they utilize a store’s real estate, moving away from the idea of simply making a sale and focusing instead on the cultivation of an immersive brand experience. as a result, every branch is being re-imagined as a flagship store, incorporating elements of storytelling and entertainment alongside hands-on product retAil spACe re-imAgined As FAmily bike shop enCourAges A Community supermArket design enCourAges demos and interactive displays. these details entertAinment hub oF riders interACtion And disCovery bring a level of discovery and education to the shopping experience, making every visit feel more like an event than a transaction. impliCAtions • Give customers a reason to visit the store for reasons other than making a purchase • treat customer visits as an opportunity to tell the story of the brand from the moment they walk through the front door • enable shoppers to discover new products Furniture shoWroom promotes retAil ChAin CreAtes immersive shopping librAry re-imAgines displAys For better that they had not previously considered FAmiliArity And surprise experienCe broWsing • Create an environment in which customers are encouraged to try products • treat the physical retail space as an “We have ‘way finding’ signs in our stores that are simple, subtle educational environment, enhancing the signs within our retail environment that serve to tell the story pre and post-purchase experience of our commitment to sustainability and act as a connection to the community. they reiterate values that we share with our consumers.” – tim pfeiffer, Senior Vice president, Store Design, Starbucks WWW.PSFK.COM 38
  • 39. PSFK presents FUTURE OF RETAIL Co n s u lti n g RETAIL SPAcE RE-ImAGInEd AS FAmILy EnTERTAInmEnT hUB EVERy STORE Disney is embarking on a new plan to re-imagine its retail spaces as entertainment hubs that promote interactive play as opposed to environments that merely exhibit merchandise. the goal is to get children AS FLAGShIP excited about going to their stores by providing branded activities and content that encourage families to remain inside the stores longer or visit more often, with the potential to lead to increased sales down the road. WWW.PSFK.COM 39
  • 40. PSFK presents FUTURE OF RETAIL Co n s u lti n g BIKE ShOP EncOURAGES A cOmmUnITy OF RIdERS EVERy STORE Lance armstrong’s austin based bike shop is designed to be a hub for the cycling life, serving the diverse community at every level of interest from casual riding to fitness and training. Beyond selling and servicing bikes, AS FLAGShIP Mellow Jonnny’s features a coffee shop, as well as showers and bike storage to encourage daily commuting, furthering their mission to get more bicycles on the streets. 400 nuECES St., auStIn, tExaS 78701, uSa WWW. MEllOWJOhnnyS.COM WWW.PSFK.COM 40
  • 41. PSFK presents FUTURE OF RETAIL Co n s u lti n g SUPERmARKET dESIGn EncOURAGES InTERAcTIOn And dIScOVERy EVERy STORE traditionally, supermarkets have organized their products by category, but in an effort to add discovery to the shopping experience, New england chain Stew Leonard’s has chosen to organize their stores by occasion, (an AS FLAGShIP example being a barbeque or birthday party). By doing so, they are curating experiences and upselling new products that customers might not consider. the store also provides entertainment and refreshments along the way; animatronic farm animals kids can play with, flat screens showing live feeds of their own dairy cows, and generous sampling stations. WWW.StEWlEOnardS.COM WWW.PSFK.COM 41
  • 42. PSFK presents FUTURE OF RETAIL Co n s u lti n g FURnITURE ShOWROOm PROmOTES FAmILIARITy And SURPRISE EVERy STORE Specifically designed to house the furniture makers Home Collection, the VitraHaus is the latest showroom at the Vitra Campus in Weil am rhein, Germany. the unusual, stacked building is intended to recreate familiar AS FLAGShIP living settings, while at the same time leaving open the potential for spatial surprises that suggest a labyrinth as shoppers wind their way through the connected showrooms. CharlES EaMES-Str. 2, d-79576 WEIlaM rhEIn, gErMany WWW.VItra.COM WWW.PSFK.COM 42
  • 43. PSFK presents FUTURE OF RETAIL Co n s u lti n g STORES SERVE AS ExTEnSIOn OF BRAnd apple has crafted their retail environments to deliver a holistic brand EVERy STORE experience. Cleanly designed interiors focus on developing a deeper connection with customers through hands-on experiences and one- to-one interactions with knowledgeable staff members. to foster and AS FLAGShIP encourage a sense of community, the stores also feature a theater zone to host presentations and workshops that highlight innovation and provide inspiration. WWW.aPPlE.COM/rEtaIl WWW.PSFK.COM 43
  • 44. PSFK presents FUTURE OF RETAIL Co n s u lti n g LIBRARy RE-ImAGInES dISPLAyS FOR BETTER BROWSInG EVERy STORE the main library in almere, the Netherlands, offers a unique experience for visitors by taking its inspiration from bookshops. the library is designed to function as a both an information destination and community hub. the AS FLAGShIP space is organized into zones and uses an open shelving system to display books cover first, promoting easier browsing. Different seating and lighting combinations are integrated into the design to catering to customers intent on spending longer amounts of time with study or research. 101 CIty hall SquarE 1315, xC alMErE, nEthErlandS WWW.BIBlIOthEEKalMErE.nl WWW.PSFK.COM 44
  • 45. cOmPLEmEnTARy cURATIOn If you like that, try this photos by Catalina Kulczar-Marin ©2010
  • 46. PSFK presents FUTURE OF RETAIL Co n s u lti n g cOmPLEmEnTARy cURATIOn summAry retailers are augmenting their core offerings by bringing other relevant brands and services into their stores. these strategic alignments provide customers with one-stop convenience and curated recommendations, adding value to the shopping experience and enhancing the store’s brand loyalty. Cross-merChAndising inside mensWeAr hotel highlights loCAl FlAvor And CurAtion From print to retAil spACes impliCAtions shop And beyond style through CollAborAtion • When considering a new product line or offering, consider whether you can provide a best-in-class experience. If not, consider partnership • Feature likeminded brands alongside your own to create a more holistic and accurate perception about your brand • Consider introducing complementary services to enhance your customer’s experience and providing additional reasons for them to interact with hotel sells Art Alongside trAvel big box retAiler to oFFer lAundry groCery store pArtners With reAl the brand neCessities serviCe estAte AgenCy “Mixing your products with likeminded brands is a no-brainer. the values of each brand rub off on one another and you are helping the customer make a choice through recommendation.” – piers Fawkes, president, pSFK WWW.PSFK.COM 46
  • 47. PSFK presents FUTURE OF RETAIL Co n s u lti n g cROSS-mERchAndISInG InSIdE mEnSWEAR ShOP And BEyOnd cOmPLEmEnTARy after testing the idea of showcasing a special selection of likeminded brands at its Liquor Store concept retail space in 2008, US fashion retailer J.Crew has extended its curated experience across other stores. Complementary lifestyle cURATIOn products and fashion brands are merchandised beside J.Crew products to provide the shopper greater choice and deeper storytelling. 235 WESt BrOadWay, nEW yOrK, ny 10013 WWW.JCrEW.COM WWW.PSFK.COM 47
  • 48. PSFK presents FUTURE OF RETAIL Co n s u lti n g hOTEL hIGhLIGhTS LOcAL FLAVOR And STyLE ThROUGh cOLLABORATIOn cOmPLEmEnTARy the ace Hotels have become known for their inventive and seamless collaborations with artists, designers and companies specifically chosen to highlight the local flavor at each of their four locations. From one-of-a-kind cURATIOn murals in each of their guest rooms made by local artists to partnerships with merchants such as Stumptown Coffee, Havaianas, opening Ceremony and Converse to develop and sell considered products. each hotel offers a stylized but effortless design scheme that comes together to create a memorable experience. WWW.aCEhOtEl.COM WWW.PSFK.COM 48
  • 49. PSFK presents FUTURE OF RETAIL Co n s u lti n g cURATIOn FROm PRInT TO RETAIL SPAcES With four stores around the globe, Monocle Magazine’s shops reflects the cOmPLEmEnTARy same careful editing found in the printed edition. Driven by international affairs, business, culture and design, Monocle shops offer their customers a curated mix of products, ranging from collaborations with likeminded brands cURATIOn such as Malmsten, BlackBerry, Comme des Garçons, Hackett, oliver Spencer and porter to Monocle’s own creations that sit alongside issues of the magazine. In the words of the magazine, the stores are intended to be “the ideal space for gift shopping or a bit of personal indulgence.” WWW.MOnOClE.COM WWW.PSFK.COM 49
  • 50. PSFK presents FUTURE OF RETAIL Co n s u lti n g hOTEL SELLS ART ALOnGSIdE TRAVEL nEcESSITIES cOmPLEmEnTARy the Standard Hotel in New York City recently opened the doors of its specially curated retail space called the Shop. the store sells an edited selection of items that includes things ranging from everyday necessities and cURATIOn Standard branded items to small gifts and accessories from NYC and around the world. It also features a rotating selection of limited edition works by the Standard’s favorite artists. 848 WaShIngtOn St., nEW yOrK, ny 10014, uSa WWW.StandardhOtElS.COM/nEW-yOrK-CIty WWW.PSFK.COM 50
  • 51. PSFK presents FUTURE OF RETAIL Co n s u lti n g BIG BOx RETAILER TO OFFER LAUndRy SERVIcE Kmart has announced a test program they will be rolling out at one of their cOmPLEmEnTARy locations in Iowa City this June. Shoppers will now be able to do their laundry at an in-store laundromat named K-Wash. While they wait for their laundry to finish, customers can shop online. purchase orders are compiled and made cURATIOn available for pickup an hour after they are placed. there will also be a full- service Kmart register inside, along with drop-off service and free WiFi. WWW.KMart.COM WWW.PSFK.COM 51
  • 52. PSFK presents FUTURE OF RETAIL Co n s u lti n g GROcERy STORE PARTnERS WITh REAL ESTATE AGEncy cOmPLEmEnTARy Stop & Shop plans to incorporate real estate agency re/MaX’s retail spaces into a number of their existing supermarkets. the store-within-a-store will feature a consistent look and feel, cutting down on re/MaX’s build-out cURATIOn costs for franchisees, while offering one-stop-shop advantages for Shop & Stop customers. WWW.rEMax-nEWEngland.COM WWW.PSFK.COM 52
  • 53. REVOLVInG dEcORS Ever changing scenery to keep stores fresh photos by Catalina Kulczar-Marin ©2010
  • 54. PSFK presents FUTURE OF RETAIL Co n s u lti n g REVOLVInG dEcORS summAry In order to keep stores feeling fresh and relevant, retailers are building their environments with change in mind. Displays and decoration are designed to be moveable and flexible enough to be swapped out so that the retail experience can be easily adapted and updated to keep up with prevailing trends and attitudes. interior on Wheels trAnsForming benChes rotAting pop-up shop next to impliCAtions FlAgship store • treat store fronts and interiors like stage sets, providing the opportunity to continually reinvent the shopping experience • Use store displays as a means of highlighting collaborations that enhance brand perception and allow brands to share a point of view • Consider implementing a flexible interior to allow for the introduction of entertainment experiences into the retail environment retAil Annex ChAnges oFFerings to online And oFFline shop CurAtes promote CollAborAtions rotAting displAy WAlls • retailers that don’t have a flexible retail space can consider an adjunct space in which their customers can test, trial, and be entertained “In my mind, the ideal store would be designed like a stage set. It could change on a frequent basis.” – alex Calderwood, aCe Hotel WWW.PSFK.COM 54
  • 55. PSFK presents FUTURE OF RETAIL Co n s u lti n g InTERIOR On WhEELS the MS Café at the Muzeum Sztuki in Lodz, poland, uses mobile wooden pods to create flexibility within its retail space, while respecting the historic REVOLVInG dEcORS nature of the building. the wheeled boxes present a unique space within the museum that creates new opportunities for social gathering after exhibitions. WIéCKOWSKIEgO 36 90-734 Łódz, POland WWW.PSFK.COM 55
  • 56. PSFK presents FUTURE OF RETAIL Co n s u lti n g TRAnSFORmInG BEnchES Nike’s perma pop-up London retail space 1948 features 12 modular, wheeled units that resemble tiered stadium bleachers. these versatile benches can REVOLVInG dEcORS be used for seating during events or arranged to create multi-level table-top displays for merchandise, enabling the store to easily update its look and feel based on current events such as the World Cup or the olympics. BatEMan’S rOW haCKnEy, lOndOn EC2a 3hh, unItEd KIngdOM WWW.PSFK.COM 56
  • 57. PSFK presents FUTURE OF RETAIL Co n s u lti n g ROTATInG POP-UP ShOP nExT TO FLAGShIP STORE REVOLVInG dEcORS Gap has installed a permanent, rotating pop-up shop next to its flagship retail store in New York to promote collaborations with designers and brands based on seasonal and cultural events. recent concepts have included a Crunch Fitness Lab to encourage healthier lifestyles, while the current campaign features eight ball gowns that were created by up and coming designers and worn by celebrities at a Metroplitan Museum of art gala. 680 FIFth aVEnuE, nEW yOrK, ny 10019, uSa WWW.PSFK.COM 57
  • 58. PSFK presents FUTURE OF RETAIL Co n s u lti n g RETAIL AnnEx chAnGES OFFERInGS TO PROmOTE cOLLABORATIOnS REVOLVInG dEcORS Designer Jeff Staple runs two stores next door to each other in New York’s Lower east Side. reed Space, his main store, contains a mix of fashion and lifestyle products such as magazines and t-shirts. a smaller unit next door on orchard Street changes its offering frequently with collaborations between Staple and other brands, art shows and new brand launches. 151 OrChard St., nEW yOrK, ny 10002 WWW.thErEEdSPaCE.COM WWW.PSFK.COM 58
  • 59. PSFK presents FUTURE OF RETAIL Co n s u lti n g OnLInE And OFFLInE ShOP cURATES ROTATInG dISPLAy WALLS REVOLVInG dEcORS Supermarket Sarah is both a physical store and online shop run out of creator Sarah Bagner’s home that markets its collection of vintage clothing and objects in visually impressive ways. Bagner curates a rotating display of goods that serves as the landing page for her site and also functions as an interactive web catalog. Her displays have become so popular that Supermarket Sarah has been tapped to design walls for retailers and galleries such as Selfridges, Cube and YCN. WWW.SuPErMarKEtSarah.COM WWW.PSFK.COM 59
  • 60. TAKInG ThE STORE TO ThE cUSTOmER Coming to a location near you photos by Catalina Kulczar-Marin ©2010
  • 61. PSFK presents FUTURE OF RETAIL Co n s u lti n g TAKInG ThE STORE TO ThE cUSTOmER summAry In an effort to better connect with consumers outside of the traditional retail environment, many retailers are traveling to their customers. Whether hitting the streets or visiting people’s homes, brands are creating unique experiences by delivering products and services directly to their audience often in unexpected locations. burger truCk Whets publiC’s Appetite truCk outFitted With home AppliAnCes burger truCk Whets publiC’s Appetite CoFFee shop on tWo-Wheels For neW restAurAnt ChAin tours Countries For neW restAurAnt ChAin Using social networking and offering location relevant services allows brands to create a deeper, more intimate bond with their customers. impliCAtions • Consider what areas of the local community could benefit from a mobile service offering • provide customers with a feeling of excitement and exclusivity by notifying them about new retail locations on a hAir sAlon brings serviCe to the home double-deCker bus oFFers elevAted brAnd oFFers privAte CoCktAil consistent basis dining experienCe pArties in homes • Deliver unique experiences based on a particular location or event • Gain deeper insights and make more “as opposed to a general merchandise environment, a relevant recommendations by engaging temporary retail store can provide a great canvas for a your customers on their turf retailer to express a strong point of view about a specific • Utilize a mobile retail presence as an product or service segment.” extension of your physical space to offer a curated, relevant selection of products – Laura Cashill, Senior Manager, Guest Insights, target and services WWW.PSFK.COM 61
  • 62. PSFK presents FUTURE OF RETAIL Co n s u lti n g BURGER TRUcK WhETS PUBLIc’S APPETITE FOR nEW RESTAURAnT chAIn TAKInG ThE STORE TO the BLt restaurant Group has launched the Go Burger truck on the streets of Manhattan as a means of promoting the food at its soon to open chain of restaurants by the same name. the truck operates around the city seven days ThE cUSTOmER a week, tweeting its location to customers who are fans of haute burgers, hot dogs, fries and shakes. WWW.gOBurgEr.COM WWW.tWIttEr.COM/gOBurgEr WWW.PSFK.COM 62
  • 63. PSFK presents FUTURE OF RETAIL Co n s u lti n g TRUcK OUTFITTEd WITh hOmE APPLIAncES TOURS cOUnTRy TAKInG ThE STORE TO Home appliance brand Haier showcases their range of products inside a traveling van decorated like the inside of a living room, offering guided tours to visitors and showing how a range of products might fit and function within ThE cUSTOmER their homes. WWW.haIEr.COM WWW.PSFK.COM 63
  • 64. PSFK presents FUTURE OF RETAIL Co n s u lti n g cOFFEE ShOP On TWO-WhEELS Kickstand is a mobile pop-up coffee shop in Brooklyn that travels throughout TAKInG ThE STORE TO the borough to parks and community events via bicycle. the bike not only serves as a means of transportation, but also helps to provide a portion of the power used to brew the coffee. ThE cUSTOmER WWW.KICKStandBrOOKlyn.COM WWW.PSFK.COM 64
  • 65. PSFK presents FUTURE OF RETAIL Co n s u lti n g hAIR SALOn BRInGS SERVIcE TO ThE hOmE Hair room Service is a US business created by Michael Dueñas that TAKInG ThE STORE TO brings the salon experience directly to the client, offering in-room appointments in hotel rooms, homes or offices. as an added bonus, stylists are able to provide care tips and advice for the new cuts using ThE cUSTOmER items found within the home. WWW.haIrrOOMSErVICE.COM WWW.PSFK.COM 65
  • 66. PSFK presents FUTURE OF RETAIL Co n s u lti n g dOUBLE-dEcKER BUS OFFERS ELEVATEd dInInG ExPERIEncE TAKInG ThE STORE TO World Fare is billed as the world’s first BUStaurant, a converted double- decker bus that serves cross-cultural food and drinks to the residents of Los angeles. the lower level features a full-fledged kitchen and window ThE cUSTOmER for ordering, while the upstairs offers open-air seating with views of the surroundings that change depending on where the bus opens up shop for the day. WWW.WOrldFarE.COM WWW.PSFK.COM 66
  • 67. PSFK presents FUTURE OF RETAIL Co n s u lti n g LIqUOR BRAnd OFFERS PRIVATE cOcKTAIL PARTIES In hOmES TAKInG ThE STORE TO In an effort to build its presence, gin brand tanqueray is running a special promotion in Spain called the private Cocktail experience. on a microsite, visitors can sign up to host parties in their homes with the help of brand ThE cUSTOmER ambassadors and expert bartenders who will mix specialty cocktails and share information about the liquor. WWW.tanquEray.ES/PrIVatECOCKtaIl WWW.PSFK.COM 67
  • 68. InSTAnT ShOW And TELL Friendly advice exchanged in real time photos by Catalina Kulczar-Marin ©2010
  • 69. PSFK presents FUTURE OF RETAIL Co n s u lti n g InSTAnT ShOW And TELL summAry Mobile social networks and connected in- store technologies are enabling shoppers to receive real-time feedback from friends and likeminded strangers. the availability of instant opinions and advice from peers is transforming even a solitary shopping trip into a more social experience and helping customers make more informed decisions about what they choose to buy. store CAmerA ConneCts to FACebook Website shoWs only Clothing your Ask Community For outFit AdviCe Friends like impliCAtions • Consider adding wireless internet access to the retail environment, enabling customers to share information with the network of peers that is validating their purchase • Include social networking into your retail site, allowing potential and existing customers to share things with others • provide the tools for consumers to capture and share pictures and experiences in the retail environment CreAting videos to shAre WhAt you buy App AlloWs reAl-time groups to online serviCes For shAring purChAses Form AnyWhere Among netWorks • allow customers to take photos in store “If shopping 1.0 online was about price comparison across hard goods as seen on sites like MySimon and nexttag, and shopping 2.0 was about best of breed customer experiences as seen on sites like zappos and itunes, then surely shopping 3.0 online is about the truly empowered consumer.” – Sukhinder Singh Cassidy, Ceo of polyvore WWW.PSFK.COM 69
  • 70. PSFK presents FUTURE OF RETAIL Co n s u lti n g STORE cAmERA cOnnEcTS TO FAcEBOOK Diesel has installed a kiosk in some of their retail locations in Spain. each kiosk InSTAnT ShOW comes equipped with a Diesel Cam that allows shoppers to take pictures as they try on outfits. they can then post them online and ask their network of Facebook friends for their opinions on what styles look best. And TELL WWW.dIESEl.COM WWW.PSFK.COM 70
  • 71. PSFK presents FUTURE OF RETAIL Co n s u lti n g WEBSITE ShOWS OnLy cLOThInG yOUR FRIEndS LIKE InSTAnT ShOW Levis has integrated Facebook functionality into their website, allowing users to “like” specific products and share their shopping decisions within their social network. the site can also be customized to show only those And TELL selections that have been “liked” by your peer group. WWW.StOrE.lEVI.COM WWW.PSFK.COM 71
  • 72. PSFK presents FUTURE OF RETAIL Co n s u lti n g ASK cOmmUnITy FOR OUTFIT AdVIcE GotryIton is an online community that allows users to upload digital photos InSTAnT ShOW of themselves wearing outfits they are considering purchasing. Users have the option to share the images with the entire community, or just their friends. once an image is shared, community members can vote on the outfit by And TELL saying “wear it” or “change it.” WWW.gOtryItOn.COM WWW.PSFK.COM 72
  • 73. PSFK presents FUTURE OF RETAIL Co n s u lti n g cREATInG VIdEOS TO ShARE WhAT yOU BUy Haul videos typically feature young women sitting before a camera, itemizing InSTAnT ShOW their recent clothing and accessory purchases. they also share their opinions and tips on their video blogs, creating an active community of likeminded users where the most watched videos typically generate over 500,000 views And TELL on Youtube. WWW.PSFK.COM 73
  • 74. PSFK presents FUTURE OF RETAIL Co n s u lti n g APP ALLOWS REAL-TImE GROUPS TO FORm AnyWhERE InSTAnT ShOW apple is rumored to be working on a concept called iGroups, an application that would allow for the real-time formation of “groups” within one’s social networks using a shared location such as a store, concert or restaurant as the And TELL basis for privately sharing information. the application could help shoppers quickly discover nearby friends or contacts and solicit their advice on potential purchases or recommendations. WWW.aPPlE.COM WWW.PSFK.COM 74
  • 75. PSFK presents FUTURE OF RETAIL Co n s u lti n g OnLInE SERVIcES FOR ShARInG PURchASES AmOnG nETWORKS InSTAnT ShOW Services like Blippy, Shop Social.ly and Swipely link with shoppers credit cards to enable them to easily share their recent purchases within their social networks, either automatically or through an opt-in service. as these services And TELL develop, they function as group recommendation engines for particular products. Brands might eventually be able to access this data and offer special promotions to particular users and their friends. WWW.BlIPPy.COM WWW.ShOPSOCIal.ly BEta.SWIPEly.COM WWW.PSFK.COM 75
  • 76. GROUP cLOUT Flexing the power of community photos by Catalina Kulczar-Marin ©2010
  • 77. PSFK presents FUTURE OF RETAIL Co n s u lti n g GROUP cLOUT summAry Customers are using online networks to collaborate on communal purchases that help increase their individual buying power. By connecting with likeminded shoppers en masse, shoppers can take advantage of discounts and wield influence over the product and service offerings made by sellers. at the same time, retailers are welcoming dAily deAls oFFered For group buy-in online group pAyment plAtForm ColleCtively buying solAr poWer the access to a larger audience and the prospect of promoting greater sales and mind share. impliCAtions • Leverage mobile social networks reward and promote additional purchases among consumers who are already visiting your location • as groups band together to make discounted purchases, retailers need to be prepared to ensure that this initial shopping experience is a positive one, both increasing sales in the short-term groups deCide WhiCh Furniture Consumer netWork reWArds ethiCAl businesses leverAge mobile soCiAl and promoting long-term growth is produCed businesses netWorks • Speak with communities to better understand their needs and receive their input on new products. this early “We’re finding that people are tweeting, updating their Facebook involvement can help form instant status and emailing to tell their friends about amazing deals available audiences when a product reaches the marketplace through our service. these individuals are community organizing in real-time and taking part in group purchasing activities in an • encourage customers to interact with unprecedented fashion.” your brand through the offer of group – rob Solomon, president, Groupon discounts and community forums WWW.PSFK.COM 77
  • 78. PSFK presents FUTURE OF RETAIL Co n s u lti n g dAILy dEALS OFFEREd FOR GROUP BUy-In Groupon offers a daily deal in various cities throughout the US and Canada. the deal becomes valid only if a specified number of people commit to the GROUP cLOUT purchase. Groups benefit from discounted prices and businesses receive a guaranteed number of customers. WWW.grOuPOn.COM WWW.PSFK.COM 78
  • 79. PSFK presents FUTURE OF RETAIL Co n s u lti n g OnLInE GROUP PAymEnT PLATFORm Wepay is a payment system that enables groups of users to set up shared financial accounts with varying levels of access, giving them a way to manage GROUP cLOUT group payments and finances. the group accounts are FDIC-insured and can make payments via a Wepay VISa prepaid card, paper checks and electronic transfers WWW.WEPay.COM WWW.PSFK.COM 79
  • 80. PSFK presents FUTURE OF RETAIL Co n s u lti n g cOLLEcTIVELy BUyInG SOLAR POWER San Francisco-based company, 1BoG, offers a service through which communities can gather to pool their collective buying power. the focus of GROUP cLOUT the community is to generate enough buying power to purchase solar energy generators, an item that is too expensive to purchase as an individual. WWW.1BOg.Org WWW.PSFK.COM 80
  • 81. PSFK presents FUTURE OF RETAIL Co n s u lti n g GROUPS dEcIdE WhIch FURnITURE IS PROdUcEd GROUP cLOUT Made.com connects customers directly to designers and asks them to vote on which pieces are produced and added to the site’s retail store. after an order is place, customers can keep track of the entire manufacturing process up until it is delivered to their door. WWW.MadE.COM WWW.PSFK.COM 81
  • 82. PSFK presents FUTURE OF RETAIL Co n s u lti n g cOnSUmER nETWORK REWARdS EThIcAL BUSInESSES GROUP cLOUT Carrotmob is a network of consumers that rewards businesses that make socially responsible decisions. rather than boycott goods and services to promote change, members are able to focus their collective buying power and use positive reinforcement to encourage good behavior amongst businesses. WWW.CarrOtMOB.Org WWW.PSFK.COM 82
  • 83. PSFK presents FUTURE OF RETAIL Co n s u lti n g BUSInESSES LEVERAGE mOBILE SOcIAL nETWORKS GROUP cLOUT Businesses are beginning to take advantage of the tools provided by mobile social networks like Foursquare and Gowalla, offering deals and promotions to customers that check-in to their shops. one potential outcome of this might be special discounts for large groups of people that all visit the same location simultaneously. WWW.FOurSquarE.COM/BuSInESSES WWW.gOWalla.COM WWW.PSFK.COM 83
  • 84. PSFK presents FUTURE OF RETAIL Co n s u lti n g cREdITS ABOUT PSFK ThE FUTURE OF RETAIL PROjEcT TEAm pSFK is the go-to source for ideas and inspiration for creative professionals leAd ConsultAnt around the world. We are a New York City based trends research and Francisco Hui innovation company that publishes a daily news site, provides trends research francisco.hui@psfk.com and innovation consultancy, manages a network of freelance experts and hosts idea-generating events. We aim to inspire our readers, our clients and our guests to make things better—whether that’s better products, better proJeCt direCtor & business development retail, better lives or a better world. Jeff Weiner jeff.weiner@psfk.com WWW.PSFK.COM 646.520.4665 PSFK cOnSULTInG reseArCh & AnAlysis piers Fawkes Leveraging a global network of scouts & experts, pSFK provides trends Scott Lachut research and innovation consultancy to leading international corporations. Kyle Studstill Since 2005, pSFK has worked with segment leading companies across Brian W. Jones automotive, Food & Beverage, FMCG, Media, retail and technology. Clients Jeff Squires turn to pSFK for its global reach, access to local intelligence and our ability antonio Varas to find lateral inspiration that informs marketing innovation and product development. photogrAphy Catalina Kulczar-Marin CONTACT Jeff Weiner Director, Business Development jeff.weiner@psfk.com +1 646.520.4665 Creative Commons 2010 466 Broome St. 2nd Floor attribution Non-Commercial New York, NY 10013 USA No Derivative Works 3.0 International www.psfk.com May 2010 v.1 WWW.PSFK.COM 84