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Beyond Retail Insider (February 2014)
- 1. Page 1 cl k ag re K to C es LI im C ic fu ll re po rt must-see stores, trends, insights ! ad R E TA I L I N S I D E R PRO JECT The boutiquisation of shopping centres â Brent Cross Mall 5 N E W S TO R E P R O JEC T I N S I GH T S Dior brings its first standalone beauty store to Covent Garden The Dressing Roomâs brand refresh turns heads on the high street What technology means for retail in 2014 I N S I GH T S Explore the story of one of the UKâs greatest fashion muses and mentors: Isabella Blow TRE N D R E PORT OPULENT INTERIO RS INSI G HT S P R O JEC T Discover this yearâs hottest innovation exhibition BeautyMARTâs pop-up in Box Park Shoreditch UNIT 3, RYLETT STUDIOS, 77 RYLETT CRESCENT,LONDON, W12 9RP T: +44 (0) 20 8811 1714 E: INFO@BEYOND-COMMUNICATIONS.CO.UK 02/2014
- 2. HOME INSIGHTS R E TA I L T E C H N O L O G Y FOR 2014 Big data, robotics, mobile & augmented reality to get ahead New technologies are shaping consumer behaviour more than ever before, and retailers need to get up to speed to create compelling brand experiences. Here we look at key technology trends: big data, robotics, mobile and augmented reality â looking at how retailers are harnessing these to stay ahead of the game in 2014. Conversation is king Big data may hold the key to securing competitive advantage, but only if itâs used to serve consumers better. Whether youâre sending information or promotions, customers now expect these to be accurate and relevant to their individual needs, creating a two-way exchange and fostering brand loyalty. Selfridges hits the spot by delivering customised content based on purchases, but encouraging dialogue by asking consumers to further personalise their preferences, delivering tailor-made information straight to their inboxes. Delightful tone of voice touches such as âlust-have accessoriesâ helps customers get to know the brand, and create an emotional connection. Robots get real Hondaâs Asimo has come a long way since falling down stairs in 2006, and can now be found working as a tour guide at Japanâs National Museum of Emerging Science and Innovation. Whilst he is still facing gesture recognition problems, there is no denying that robotics have advanced exponentially over the last decade. Robots are already being widely used in retail to speed up the functional aspects of shopping through automated checkouts and the automated delivery of goods. However, 2014 is the year that robots will connect with customersâ emotional needs too. Hointer is already flying ahead of the curve, and combining mobile and robot technology to combat the old adage that âmen donât like to shopâ. Indeed, their customers can now use a mobile app to order items direct to the fitting room, speeding up the shopping process and adding a little wow factor that turns shopping into a fun, engaging experience.
- 3. HOME INSIGHTS R E TA I L T E C H N O L O G Y FOR 2014 Augmented reality Tesco has been quick to embrace augmented reality, launching âMagic Mirrorsâ and digital mannequins for its F&F clothes store range, and Debenhams is following closely behind with an augmented reality app â both stores keen to capitalise on the growing virtual changing room trend. And Modifaceâs beauty mirror means this trend will be extending to beauty retailers too â with customers being able to try on make-up with minimal fuss and mess. Apple has capitalised on this trend with the launch of IBeacon Innovate, smartly The key to success for retailers is making sure they balance low-tech and high-tech. In the rush to go digital we could easily miss out on how consumers actually want to engage. Take make-up for example. Whilst it is fun to play Mobile vs showrooming around with new looks in a digital world, this We all know mobile is fast becoming customersâ device of choice along all points is such a personal purchase that customers of the shopping journey, and with UK retail sales via mobile devices reaching will ultimately want to touch and play with the ÂŁ7.5bn last year, retailers need to respond with so much more than a product itself, and check it really works for mobile-friendly website. their skin. Apple has capitalised on this trend with the launch of IBeacon, a technology that Overall, technology does provide huge enables retailers to provide relevant offers and information to customers based on opportunities, but flexibility is key when their instore location. By turning a passive viewing experience into an information embarking on a new venture. The buying exchange, IBeacon could be a powerful tool for retailers to capture customersâ experience is changing so radically attention and transform showrooming from a threat into a sales opportunity. year-on-year that new platforms need to be readily extendable and updateable, or retailers could find their investments rapidly becoming out of date. Sources Jobling, A. (2013) Retail Technology: ways to get ahead in 2014, WGSN Westlake, S. (2014) The year robots get real, Nesta Jobling, A (2014) 2014: CES Innovations, WGSN Bacon, J (2014) Mobile microtargeting, Marketing Week Try on make-up with minimal fuss & mess
- 4. HOME PROJEC TS THE DRESSING ROOM The Dressing Room has made its name by combining handpicked brands from across the globe with a friendly and expert service, both in its hometown of St Albans and reaching a wider audience online. The brand needed a lift to reflect this premium offer and stand out against the high street competition. Beyond worked with The Dressing Room to bring a sophisticated touch to the storeâs iconic pink bags, whilst PROJEC TS still maintaining its boutique personality. BE AUT YMART The new look was so enthusiastically received that it sparked The pop-up concept has long since been employed in various â all celebrated at a fantastic re-launch party. retail sectors to inject the shopping process with a sense of exclusivity and excitement. Shoppers continue to seek fun and new experiences from the typical shopping journey â this is an opportunity upon which beauty brands can capitalise, by bringing a sense of refreshing energy to their traditional in-store retail. Pop-ups can allow cosmetics brands to create new spatial experiences in non-typical store venues and even allow crossbrand collaboration. Beyond has recently worked with Beauty Mart to develop the Box Park Perma pop-up, which has proved a hit with a hip East London audience. a refresh for the entire shop interior, exterior and website With five drapers awards now firmly under its belt (including âInspiring independents 2013â), The Dressing Room is without a doubt one of the biggest success stories of UK boutiques. WI NNER Inspiring independents 2013
- 5. HOME PROJEC TS T H E B O U T I Q U I S AT I O N OF SHOPPING CENTRES Mall 5 at Brent Cross has been given a sparkling transformation through a rich and contemporary makeover by Beyond. Four spectacular chandeliers, each with 7500 hand polished crystals, now hang above luxurious seating. Walnut veneer adorns the walls and bulkheads, whilst further contemporary ceilings with multiple circular illuminated discs mark the entrances to this plush relaxation area. The old 1970âs floor patterns have been stripped away PROJEC TS oppressive car park lobbies have been lightened with DIOR BE AUT Y BOUTIQUE white tiles and white columns. It seems Covent Garden is set to be Londonâs new luxury beauty to be replaced with cool white marble and the previously We wanted to give customers a place to slow down and relax, and we felt this boutique-style, indulgent makeover would be a perfect fit for the newly upgraded premium Mall 5. Customer experience drives footfall after all. destination â joining the likes of Chanel and Aesop is the brand new Dior beauty boutique, the fashion houseâs first standalone beauty store in Britain. The store boasts exclusive products including the limited edition Covent Garden houndstooth eyeshadow palette alongside its standard, world-renowned make up, beauty and fragrance ranges. Make up services and lash/nail bars up the ante, making the boutique as much a salon as it is a shop. The storeâs interior is a luxurious journey through the cool sensual finishes of the fragrance bar to the opulent dark make-up bars â both of which offer full consultation services. Worth a visit, if only to marvel at the handbag display made of hundreds of Diorâs best-selling lipstick: Darling.
- 6. HOME IN SIGHTS NEW STORES FE S T I VA L O F I M A G I N AT I O N S E L F R I D G E S 1 6 TH J A N U A R Y â F O R 6 W E E K S N E X T- G E N R E TA I L Selfridges kick-started 2014 with the launch of the âFestival of Imaginationâ and augmented reality technology. The complete range of real watches is also on display â a series of events, lectures, installations and projects showcasing the role of to buy after you âtryâ. Other items on sale range from 3D glasses, to a headband allowing imagination in creativity. We couldnât wait to head down, and hereâs what we saw: you to control games through thought alone. If that wasnât enough there are 3D printed The Imagine Shop combines a collection of 3D printed work with augmented reality in a hands-on customer experience all about technology. We loved the Dezeen Watchstore where customers can try on watches from the collection using just a paper wristband high heels and even a 3D printed full size ping-pong table. Although the latter will set you back ÂŁ20,000, the ÂŁ300 million Blohm + Voss Jazz superyacht steals the show IN SIGHTS â it is the biggest and most expensive item ever sold at Selfridges. By pointing a device IMMERSIVE R E TA I L at a marker the size of a dining table, customers can explore the 90m yacht in the palm To celebrate the first appearance of his collection at London Collections: Men, Gareth Pugh teamed Inition, to create a virtual reality, multi-sensory experience where customers can explore the inspiration for the collection, all from the comfort of a changing room-style cubical. The user puts on an angular head dress and is immediately submerged into a 3D experience; fast moving shapes, landscapes and walls complete with a soundtrack. This installation is a great example of the current shift towards a more immersive experience design and retail experience driven by customer expectations. Store images: Gareth Pugh by WGSN, Imagine shop by Andrew Meredith of their hand. Complete with people on board, the yacht bobs up and down in the augmented reality sea, making the mind wonder what further technological advances 2014 holds.
- 7. HOME dark opulent tones, flaunting black mattes and glosses TREND TREND OPULENT INTERIORS We continue into winter 2014 with a colour trend of dark opulent tones, flaunting black mattes and glosses. It is a colour story that fuses rich luxury with fantasy and nature and is consistently popping up in and around the retail and beauty industries. Rich blacks and charcoal greys bring textural and surface interest to products, and are complimented by pops of colour such as shades of plum, blues, and violet. Classically romantic themes surrounding craftsmanship, luxury and the pursuit of beauty are updated with a contemporary sharpness enabled by technology. Itâs a modern take on artistic and emotional fantasy. Store images: BFC Shop by Storey studio / Selfridges London Source: Andrew Meredith via WGSN
- 8. HOME A tempestuous love affair INSIGHT I S A B EL L A B LOW: FA S H I O N G A L O R E ! S O M E R S E T H O U S E 20 November 2013 â 2 March 2014 This month we went to Somerset House to explore the story of one of the UKâs greatest fashion muses and mentors: Isabella Blow. The exhibition is a biography in clothes: with 100 outfits from the Blow archive, charting her success in turning young designers Alexander McQueen and Philip Treacy into global fashion phenomena. Fashion was quite clearly a tempestuous love affair for Isabella Blow, reminding us that it is an art form in itself â and that most importantly, as her used Givenchy mules will attest â it is made to be enjoyed and worn.