This document discusses creating an ultimate wireless retail space that focuses on personalization, solutions-based experiences, and emotionally engaging experiences for customers. Some key aspects discussed include using space for exploration and storytelling, focusing on solutions rather than just transactions, engaging customer senses through interactive displays and staff education, and ensuring the retail environment and people make it a fun place to learn and spend time. The goal is to transform shopping from a mere transaction into a full lifestyle experience for customers.

1. Creating the Ultimate
Wireless Retail Space
Tara Bartlett and Alen Puaca

2. Why do you attend the Summit?
A
You just come to learn as much
as possible about the software
iQmetrix sells.
B
You come to learn, connect with
iQmetrix people, industry peers and
friends, be inspired by top-notch
keynote speakers, check what's new in
the industry, and have a great time at
the parties.

3. You Sell Experiences
not just Products and Services

6. ht?
It’s for the wings, rig

7. 86% of consumers will pay more for
a better customer experience.
CEI Survey

8. Busy
Connected
High Expectations
Empowered
Entertained
Who is today’s consumer?

9. Which retailers are getting it right?

10. Walgreens

11. Walgreens

12. Walgreens

13. Walgreens

14. Lululemon
Lululemon

15. Lululemon
Lululemon

16. EE London

17. EE London

18. AT&T STORY

20. AT&T flagship lessons learned
•
•
•
•
•
Average visit – 1 hour
Staff on the move
Importance of presenting solutions
Importance of being local
Importance of physical design

21. AT&T flagship lessons applied
• 1 store -> 2000 stores
• Personalized service
• Focus on solutions, rather than transactions
• Create emotional experiences

22. ULTIMATE STORE
OVERVIEW

23. •
•
•
•
•
•
•
This can be any dealer, not carrier
Modules to pick and choose
Medium size 800-900sqf, mall or inline
Simple circulation, easy exploration
Natural materials
Existing in-store media solutions
Existing retail management solutions

31. PERSONALIZATION
SOLUTIONS
EXPERIENCES

32. ULTIMATE STORE
PERSONALIZATION

33. Attraction
• It takes eight seconds to walk by a typical
storefront.
• Within two seconds of entering a store, 70% of
people know whether they will buy something.
• An open door generates 35% more business
than a closed door.

34. ore!
ew in-st
what’s n

35. te
Local con
nt!

36. te
Local con
nt!

37. eme!
levant th
re

38. eme!
levant th
re

39. Space for Exploration
• “Concept of exploration, education, and
interactivity” AT&T
• Simple stories in designated spaces
• Logical grouping, labeling
• Flex space for various uses
• Address all demographics

40. ries!
mple sto
si

41. e
flex spac
!

42. Space for Exploration
• 75% of American spending occurs after 5:30pm
and on Sunday.
• The average shopper in America does not like
shopping. She's a single mom with very limited
time.

43. phics!
demogra
all

44. Product Availability
2/5
59%
2/5 retailers believe that
the inability to find the
item they came to
purchase is a major
source of customer
dissatisfaction, second
only to out-of-stock
items.
39% of retailers offer
consumers the option to
buy on mobile and ship to
home, while 59% expect
to do so by 2017

46. isle!
a
Endless

47. ULTIMATE STORE
SOLUTIONS, NOT TRANSACTIONS

48. Solutions, not transactions
“They go to a store to discover solutions to help
them live, work, play, and learn." AT&T
“Prior to putting it together as a complete lifestyle
solution, consumers didn’t see the value. Now they
can discover solutions they didn’t know
existed.” AT&T
So once they are in-store, do people benefit more
from features/specs or the stories about solutions?

49. g!
Groupin
Android!
iOS!

51. Store as a lifestyle magazine?

52. theme ads!
nt!
focal poi
theme as
theme demo products!
theme in-depth!
ent!
environm
theme
ent!
rtainm
eme ente
th

53. ent!
nvironm
theme e
screen for demos!
er!
guest present
1:many se
ssions!
1:1 sessions!

54. eful?!
us
me story
the
Why is

55. eful?!
us
me story
the
Why is

56. Engage senses
• In-store customers want to touch and try
devices within a solution.
• Hear and learn from staff, be educated but
entertained at the same time.
• See the same information on in-store media that
can be seen online.

57. ULTIMATE STORE
EMOTIONALY ENGAGING EXPERIENCES

58. "When we think of the next generation of retail design,
we think about storytelling.”
"My rule: 70% of an experience should be what
consumers know and 30% should be surprise and
delight.”
"Why are people going to brick and mortars at all?
For the experience."
RACHEL SHECHTMAN
founder of New York’s “Story”

59. SPACE | MEDIA | PEOPLE

60. Back Office!
Setup!
60:40!
Stage!

61. Back Office!
Setup!
60:40!
Stage!
circulation!

62. Back Office!
Setup!
materials!
60:40!
Stage!
circulation!

63. In-Store Media
Online in
-store!
ays!
al displ
digit
tion!
olu
ry of a s
sto

64. People
• The most important part
• Space + tools enable staff to solve people’s
problem, establishing long term relationship on
good basis.
• Customers feel like this is a place they can not
only shop, but learn, have fun, bring friends.

65. Side by side!
Wants to p
articipate
and share!
Wants choices!
Wants sto
ries!
Greeting cu
stomers!
here!
Checkout anyw
roducts!
yp
ants qualit
W

66. "It's no longer sufficient
to create a product, a
service, an experience,
or a lifestyle that's
merely functional.
“Today it's economically
crucial and personally
rewarding to create
something that is also
beautiful, whimsical, or
emotionally engaging.”
Daniel Pink
A Whole New Mind

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