Retail Therapy

retail therapy
Peter ʻt Hoen | BR&DRETAIL THERAPY
live to shop & shop to live

Peter ʻt Hoen | BR&D
ADVENTURER

Already forgotten as a movie-star but probably made herself immortal by this quote! And therefor still my heroin!

“Whoever said money can't buy
happiness simply didn't know
where to go shopping”Bo Derek
Already forgotten as a movie-star but probably made herself immortal by this quote! And therefor still my heroin!

DISAGREE.....
Disagree.....Donʼt tell him money canʼt buy happiness

A team of researchers from Taiwan's National Health
Research Institutes claimed that people who are in regular
practice of going out for shopping with their spouse or in
general are more likely to avert the risk of death by 25%.
TIME, April 11, 2011
SCIENCE FACT
Some science-fact than. Shopping makes us happy and let us live longer too! How about that!

FUNCTIONAL
Shopping used to be functional often boring and was done less frequently.

LEISSURE
Today itʼs one of the most popular leisure activity. Ask people their hobby and big chance they say shopping! The purpose in life

RELIGIOUS
even RELIGIOUS

NO EXCUSE
And there is no excuse anymore!

GREAT EXCUSE
Or a great excuse to do it

DESTINATION!
Some shops become real destinations like Abercrombie & Fitch. This is not even the opening! But what makes it so special?

INTERIOR?
The interior ?!

PRODUCT....
The product.......?

JUST SEX?
Or just SEX

MEMORABLE
A unique customer in-store experience that ﬁts your
brand will cause shoppers the will to repeat it and
talk about it.
You have to build a memorable experience.

BOLD & THEATRICAL
Whether that is big, bold and theatrical.

ARTISAN & INTIMATE
Authentic, artisan and intimate.

TONGUE IN CHEEK
Tongue in cheek.

ACCESSIBLE
Or accessible!

VALUE?
Some retailers seems they canʼt keep up with the new expectations of the customer and think value is still just price.

REWRITE RULES
Unfortunately for these brands there are new kids on the block that are rewrite the rules. With superior experience....

"Successful retailing will always mirror the society it
serves. The society that retailing represents has to be
mirrored by what the consumer wants and what the
consumer wants inevitably retail will provide".
THE TRENDS
Rodney Fitch
Successful retailers understand the consumer and the changing society. Great retail (design) has always reﬂected the trends of its society it
serves. What are these tends?

POLARISATION
Several recent studies have suggested
that the distribution of income (earnings,
jobs) is becoming more polarized.
The world is polarising. poor vs rich no middle class no medium priced. The squeeze is in the middle

NEW REALITY
UKʼs young people will be 25% less
well off than their parents
It's Not a Recession, It's the New Reality

PRICE
the economic landscape has fundamentally altered the
behavior of numerous US consumers, who are now learning
to live without expensive products
The downfall in wealth, changed the way how we perceive value and the price of products and services

Retailing in China remained
vigorous in 2012, with double-digit
current value growth.
NEW ECONOMIES
Not everywhere the whealth levels stagnate or go down. Globalization and the rise of new economic powers provides us with opportunities and
challenges

DARK SIDES
Around 215 million children
work, many do not receive
proper nutrition or care.
But global economy has also its dark sides.....

SIDE EFFECTS
globalization has helped the retail industry
grow, but has also created a complex system
which has fueled the risk of adulteration
through neglect or fraud.
itʼs side effects.

ENVIRONMENT
Economic impact of global warming is
costing the world more than $1.2 trillion
a year, wiping 1.6% annually from
global GDP.
And a major impact on the environment.

DISTRUST
64% of consumers feel most businesses merely
“act” responsible to improve their image.
And globalisation big brands rule. This development makes brands declining trust, the reputation and integrity of brands and the corporations that
own them are increasingly discriminators for market success.

LOCALISM
more than 66% of Brits consider buying
British produce important and almost
three quarters look to buy British fruit
and vegetables.
With the result that lures us back to nationalistic feelings, local initiatives and human scale.

URBANISATION
The world is undergoing the largest
wave of urban growth in history. In
2008, for the first time in history,
more than half of the world’s
population leved in towns.
With the result that lures us back to nationalistic feelings, local initiatives and human scale.

THE INTERNET
Consumers have become comfortable buying
goods online, an increasing share of consumers
do some, or even most, of their shopping online
The world wide web is disrupting retail in a unequaled way.

CONNECTING
23% of Facebook's users check their
account 5 or more times daily.
And gave us social media which speeded up our communication by connecting us with the whole world via different networks. Brands can use it in
its advantage but it will also use against you!

EVERYWHERE
Phones become principal gateway
to the Internet and the controller of
an ecosystem of devices.
And this whole world is now in the palm of our hand!

ALWAYS
Consumers use mobile along with other
media sources. About two-thirds of
mobile commerce involves a second
media device including television,
phone, computer, radio, newspaper or
magazine.
And this whole world is now in the palm of our hand!

TRANSPARENCY
56% of US smartphone owners use
their devices while shopping.
brought us total transparency.

EXTRA REALITY
AR creates a digitally enhanced experience with
elements that do not actually exist in the physical form,
from an experience you are living in real-time.
New layers in reality.

JUST THE BEGINNING
When Google Glass becomes
commonplace, everything will change
And this is just the beginning

RESULT
In 2012 the UK retail industry saw the
collapse of 52 chains responsible for
3,936 stores and 48,080 staff.
The result of the internet, empty high-streets

OVERLOAD
The information technology and
communications revolution has a down
side: information overload and its close
cousin, attention fragmentation.
An overload of information that craves us for silence and less choice

GENERATION GAP
The digital generation thinks
and process information
fundamentally differently.
And gap between generations that has never been so big. The kids (Digital native) are fearless and parents (Digital immigrants) are clueless.

GETTING OLDER
The median age in Europe will
increase from 37.7 years old in 2003
to 52.3 years old by 2050.
Demographics transforming: We are getting older.

NOT EVERYWHERE
India has more than 50% of its
population below the age of 25.
But only in the west

MULTI-CULTURAL
12% of the UK population is
from ethnic origin and will rise
to 20% by 2051
The west becomes Multi-cultural,

HOUSEHOLD
There were 26.3 million
households in the UK in
2011. Of these 29%consisted
of only one person.
See the traditional family disappearing where single households are rising.

WOMEN
Irish women without kids
earn 17% more than the
typical male worker.
Women are the most powerful consumers in the west they now not only decide but now also earn the money.

NEW EQUALITY
31% of grocery shopping is
being done by men, up from
about 14% in the 1980s.
And genders are growing closer to each-other. As we see more male shoppers to. Men are becoming the new underclass.

EVERYWHERE...
Less than 15 percent of the
Saudi Arabian national labor
force comprised of women

HABITS
60% of US consumers do not know at 4 p.m. what
they will have for dinner that night, and expect to
spend a total of about 30 minutes preparing,
cooking and eating the meal, including clean up.
The world wise, time-poor consumer changes its consumer habits drastically in the on-the-go society.

RESULT
Obese people outnumber the hungry globally
With some dramatic consequences

CONSEQUENCES
Roughly one third of the food produced
in the world for human consumption
every year gets lost or wasted.. Wich is
approximately 1.3 billion tonnes.
With some dramatic consequences
Roughly one third of the food produced in the world for human consumption every year — approximately 1.3 billion tonnes —
gets lost or wasted.

THE NEXT THING
We live in an expectation society, a
society where we are constantly striving
towards our next job, the next big thing,
the next date.
Has a constant appetite for the next thing.

OWNERSHIP
A new way of living appears, in which
access is valued over ownership,
experience is valued over material
possessions, and "mine" becomes “ours”.
A total new view on owning things. He want less and what he has is of better quality and owns it temporally. why shop when you can share?
(Yerdle)

INDIVIDUALISM
We live in a culture where the primacy of the
self and its satisfactions is every-thing.
And is more individualistic than ever before.

NEW ENTREPRENEURS
In the US, entrepreneurial activity
increased by 60% in 2011.
The up-come of a new entrepreneurial class fueled by new economic dynamics, individualism and digital technology provides us with the
phenomenon of small indie brands and retailers.

RETAILIZATION
The store design becomes in facts the key
marketing tool in contributing to brand equity
and customer loyalty.
Finally our society is ʻretailizingʼ. Brands and institutes adopts shop as medium and retail techniques to connect with people, make them aware of
something or shorten the consumer purchase cycle. The shops in the high streets are difﬁcult to avoid for the consumer. You canʼt zap or click the
shop away! The store becomes media.

Retail is fundamentally critical because no matter
how hard you work at developing great products
there is little point if you cannot connect them with
your shopper.ʼ
STORYTELLING
Lars Thomassen
Retailization: Brand Survival in the Age of Retailer Power
Retail is fundamentally critical because no matter how hard you work at developing great products there is little point if you cannot connect them
with your shopper.ʼ Itʼs all about connecting by telling a story

WHO YOU ARE
By knowing who you are

BEWARE
But beware it can go terribly wrong

YOUR BUSINESS
Whatʼs your business

OUT SIDE
RETAIL THERAPY Peter ʻt Hoen | BR&D
This story starts out side the store

OUT SIDE
Nowadays It doesnʼt stop at the facade. Itʼs across all channels

PLAN
Drawing a good plan is crucial for your story in store

CLEAR
Making it clear is just as important

FUN
But keep it fun!

INSPIRE
Inspire.

HELP
Help.

with a lot of inspiration
SURPRISE
Surprise.

INFORM
Inform.

ACTIVATE
And activate.

STORY BEHIND
And tell the story behind the product.

DAILY RELEVANT
Always be daily relevant for the consumer.

CONSUMER POWER
Give the consumer power

GET THEM IN
Get them in!

KEEP THEM IN
And know how to keep them in.

HUMAN TOUCH
The Human touch. By putting the staff and the consumer in the center of the experience.

REVENGE
Or else..........Well they know how to take revenge!

REAL FANS
But if you do it right. You get real fans

FORMAT
And this whole story have to be consistent in format

CHANNEL
Through every channel.

DETAILS
And in every details.

Tomorrowʼs world is already here if you
look close enough!
EXAMPLES

Hointer
Hointer is a mix of robotics, mobile technology,
fashion and hassle-free shopping, all within a
bricks-and-mortar store. When the shopper sees
something he likes, you simply scans the QR
code with the app. After scanning the item you
want, you are prompted to choose a color and
size. The app sends a message over the
internet to a robotic system in the stock room.
The correct style and size is located, and
tension cables drop it into a basket in one of the
shopʼs six large dressing rooms. The app tells
you the specific dressing room in which you will
find your jeans. If the jeans fit, you put them in a
bag, scan your credit card and walk out the door.
Hointer is a store that combines technology and traditional shopping. When you see something you like, simply scan the QR code with the app.
Youʼll be prompted with available sizes and once you select a specific pair, the jeans are dropped into a virtual shopping cart.

C&A
C&A Brazil brings social-media in-store by showing
the likes of products in real life. C&A has posted
photos of a number of the clothing items it sells on
a dedicated Facebook page, where it invites
customers to “like” the ones that appeal to them.
Special hooks on the racks in its bricks-and-mortar
store, meanwhile, can then display those votes in
real time, giving in-store shoppers a clear indication
of each itemʼs online popularity.
C&A Brazil brings social-media in-store by showing the likes of products in real life.

House of Fraser
House of Fraser buy and collect concept store
in Aberdeen is a 460 sq m store based in
Union Square shopping mall. Unlike the
brand's other stores, this store will not stock
merchandise. Instead, customers will use
iPads, computers and interactive screens to
order fashion brands for home delivery or
store collection.
House of Fraser buy & collect store, and off-line retailers offer on-line experience in store

Kate Spade
Kate Spade Saturdayʼs “shoppable windows”
is a kiosks that combines pop up, shop
window and virtual shopping. The checkout
process simply requires entering a mobile
phone number. A conﬁrmation text is sent
and following approval, a messenger will
deliver the products within select NYC areas
within an hour for free. Just like a take-out
food order, payment happens upon delivery.
Kate Spade Saturdayʼs “shoppable windows” is a kiosks that combines pop up, shop window and virtual shopping. The
checkout process simply requires entering a mobile phone number. A conﬁrmation text is sent and following approval, a
messenger will deliver the products within select NYC areas within an hour for free. Just like a take-out food order, payment
happens upon delivery.

Vivid by B&Q
VIVID Homes by B&Q in Yishan Lu,
Shanghai, is designed to tap into the
burgeoning Chinese housing market by
offering a hi-tech, multisensory home
improvement journey like holographic 3d
experience. The generation of newly affluent
homeowners in China are not as enthusiastic
about Do-it-Yourself as B&Q customers in
traditional markets.
VIVID Homes by B&Q in Yishan Lu, Shanghai, is designed to tap into the burgeoning Chinese housing market by offering a hi-tech, multisensory
home improvement journey. The generation of newly affluent homeowners in China are not as enthusiastic about Do-it-Yourself as B&Q
customers in traditional markets, so the retailer has developed VIVID Homes to cater for a strong

Ardenreed
They made it easy for the busy consumer
to pick out a custom suit by introduced
the Tailor Truck. The truck can be
followed via social media so you know
when it will be near you. This truck
contains a 3d scanner for super precise
fitting. Once Arden Reed has the
measurements, customers can order
from the comforts of their own office or
home. Which than will be delivered a the
agreed place
Le fashion truck, Retail on wheels that pops up around the city. Their locations being announced via social media.

Urban Research
Urban Research, a fast-growing and popular
fashion, home and lifestyle retailer,
launched an experiment in Tokyoʼs Parco
Ikebukuro that leverages enhanced virtual
changing room technology to power a micro
pop-up store. Called ʻWearable Clothing by
Urban Research,ʼ the store is 7m2 and
carries no stock. It allows customers to
simply stand in front of one of two 60-inch
screens, select clothing items they want to
try on and see themselves dressed in the
products within seconds. Customersʼ
movements are represented ﬂuidly on the
screen in 3D and customers can use an
integrated iPad to take pictures of
themselves and share them with friends on
social networks.
Urban Research, a fast-growing and popular fashion, home and lifestyle retailer, launched an experiment in Tokyoʼs Parco Ikebukuro that
leverages enhanced virtual changing room technology to power a micro pop-up store. Called ʻWearable Clothing by Urban Research,ʼ the store is
7m2 and carries no stock. It allows customers to simply stand in front of one of two 60-inch screens, select clothing items they want to try on and
see themselves dressed in the products within seconds. Customersʼ movements are represented ﬂuidly on the screen in 3D and customers can
use an integrated iPad to take pictures of themselves and share them with friends on social networks.

Amazon dash
Selling clothing online in Russia—the worldʼs most sprawling nation, spanning nine time zones—poses a logistical challenge like
nowhere else. To make matters worse, the countryʼs postal service is widely considered unreliable. To overcome this problem Lamodaʼs
introduced uniformed deliveryman bringing the clothes that customer orders, but he also waits for her to try them on, offers fashion
advice, takes returns, and processes her payment on the spot.

Lamoda
Selling clothing online in Russia poses a logistical
challenge like nowhere else. To make matters worse, the
countryʼs postal service is widely considered unreliable.
To overcome this problem Lamodaʼs introduced
uniformed deliveryman bringing the clothes that
customer orders, but he also waits for her to try them on,
offers fashion advice, takes returns, and processes her
payment on the spot.
Selling clothing online in Russia—the worldʼs most sprawling nation, spanning nine time zones—poses a logistical challenge like
nowhere else. To make matters worse, the countryʼs postal service is widely considered unreliable. To overcome this problem Lamodaʼs
introduced uniformed deliveryman bringing the clothes that customer orders, but he also waits for her to try them on, offers fashion
advice, takes returns, and processes her payment on the spot.

Twiet.nu
Twiet.nu is a real life shopwindow for small
on-line retailers. Webshops can rent a small
box in the shopwindow to show their offering,
being able to attract the attention of window
shoppers. Each box also shows a QR-code,
making it easy to access a webshop of your
choice if you see something you like.
Twiet.nu is a real life shopwindow for small on-line retailers.

Pop-in@Nordstrom
Pop up@Nordstrom is an ongoing series
of themed pop up shops meant to excite
and intrigue the scustomer. Every Po-in
is curated which is housed in a specially
designed space in-store
Pop up@Nordstrom is an ongoing series of themed pop up shops meant to excite and intrigue the scustomer. Every Po-in is curated which
is housed in a specially designed space in-store

Transport For London
Transport for London (TfL) has launched Old Street
station as its first innovative retail destination with
seven new pop-up shops opening. The pop-up
shops will complement existing retailers at the
station as TfL continues to broaden the retail
offering available for customers using the transport
network. With this move they hope to provide
brands, designers, artists and entrepreneurs with
easy access to prime retail environments in central
London.
Transport for London (TfL) has launched Old Street station as its first innovative retail destination with seven new pop-up shops
opening. The pop-up shops will complement existing retailers at the station as TfL continues to broaden the retail offering available for
customers using the transport network. With this move they hope to provide brands, designers, artists and entrepreneurs with easy
access to prime retail environments in central London.

Boxpark
Boxpark opened in east London today and
claims to be the world's ﬁrst ever 'pop-up'
shopping centre. Built entirely from recycled
shipping containers, and located on trendy
Shoreditch High Street. It is made up of 60
standard-sized shipping containers, which
contains store of big brands mostly
exclusively designed for this venue.
Boxpark, A Pop up shopping mall that delivers constant surprise by changing shops regularly and as a whole popping up somewhere else after 2
years.

The peopleʼs supermarket
Spar & The peopleʼs supermarket, a
community owned and run supermarket
formula backed up by Spar supermarket
brand.
Spar & The peopleʼs supermarket, a community owned and run formula backed up by the Spar supermarket brand.

Budgens
FOOD from the SKY is a world ﬁrst
pioneering permaculture food growing
and educational initiative on the roof top
of Thorntonʼs Budgens supermarket.
Budgens community supermarket is growing food on its own roof

Negozio Leggero
The store Negozio Leggero is a concept offering ʻon
tapʼ shopping, where food, household and personal
products are served package-free. The Turin store
has also established an ecological home-delivery
service, using only bicycles. After the success of the
first flagship, opened in 2009 in turin, the company
decided to develop the format through franchising.
Up to now, seven stores have been opened using
this system
The store Negozio Leggero is a concept offering ʻon tapʼ shopping, where food, household and personal products are served package-free. The
Turin store has also
established an ecological home-delivery service, using only bicycles. After the success of the first flagship, opened in 2009 in turin, the company
decided to develop the format through franchising. Up to now, seven stores have been opened using this system

Daily Table
The Daily Table, a grocery store and restaurant
in Dorchester, Mass., that will offer inexpensive
food considered 'unsellable' by regular grocery
stores. Food available will include fruits and
vegetables that are expired and repurposed food
that will be incorporated into hot meals. Other
items for sale will be products that are ﬁne to eat
but may have damaged packaging. The big idea
is to make healthy food available for the working
poor at the same price as fast food by using
expired food.
The Daily Table, a grocery store and restaurant in Dorchester, Mass., that will offer inexpensive food considered 'unsellable' by regular
grocery stores. Food available will include fruits and vegetables that are expired and repurposed food that will be incorporated into hot
meals. Other items for sale will be products that are ﬁne to eat but may have damaged packaging. The big idea is to make healthy food
available for the working poor at the same price as fast food by using expired food.

Nudie jeans
The nudie jeans repair shop houses the first
official nudie repair station where shoppers can
have their old nudie jeans altered and repaired
for free by denim specialist. the repair program
fits into the brand's strive for a healthier and
more sustainable consumption patterns

3DEA
3DEA Store NYC host the future of
fabrication. Everything you can buy is been
printed on the spot. Including adult toys....
3DEA Store NYC host the future of fabrication. Everything you can buy is been printed on the spot. Including adult toys....

Converse
Converse Ink, Offering people mass
customization by letting them creating
their own Converse shoe in-store
Converse Ink, Offering people mass customization by letting them creating their own converse shoe in-store

Acure
Acure digital vending machine features a 47-inch
touchscreen display with a camera mounted at its
top. The sensory data is interpreted to recognize the
sex and age of an individual who approaches the
device, than displaying recommendations based on
this data. Innovative for its use of targeted marketing
through the visual analysis, 'acure' makes use of its
'intelligent marketing' system even when not in use
by a customer, to display advertising imagery
appropriate to the time of day, temperature, and
season.
The smart vending machine that recognizes the weather and the consumer and give suggestions.

Kilo fascion
Kilo Fascion claims to be the worldʼs ﬁrst
ʻweigh before you buyʼ fashion store. All
items are labelled yellow “good”, blue
“better ” and pink “best “. No prices are
displayed, only RRP retail prices.
Kilo Fascion sells designer clothes, accessories and home items by the kilo.

Clube amostra grátis
Clube amostra gratis is inspired on the
principle of ‘sampling’ and ‘tryvertising’. The
offers real sized items from health care to
electronics, and allows consumers to take
them home for free or simply trying some of
them in store. In return they are asked to give
feedback on these products
Clube amostra gratis. The store where you get everything free for feedback.

Bicqlo
Clothing chain Uniqlo and leading
specialist consumer electronics player
Bic Camera, opened Bicqlo. A
colaboration handles practical issues like
cost sharing but also positioned
electronics more as lifestyle and fashion
product.
Clothing chain Uniqlo and Bic Camera, a leading specialist consumer electronics player opened Bicqlo. This combination handles practical things
like cost sharing but also positioned electronics more as lifestyle product.

Tommy Bahama
In Tommy Bahama flagship stores Shoppers will be able
to buy one of the chain's signature tropical print shirts,
then eat in their instore restaurant. Tommy Bahama has
become a model for other retailers. It offers extra
dimension to off line shopping not reproducable on the
net. Its restaurant-stores generate 2½ times the sales
per square foot of the apparel chain's regular locations.
Retailers are looking for ways to attract customers to their brick-and-mortar locations. In Tommy Bahama flagship stores Shoppers will be able to
buy one of the chain's signature tropical print shirts, then eat in their instore restaurant. Tommy Bahama has become a model for other retailers. It
offers extra dimension to off line shopping not reproducable on the net. Its restaurant-stores generate 2½ times the sales per square foot of the
apparel chain's regular locations.

Walgreen
The new ﬂagship store format of Pharmacy
giant Walgreen is introduced to catering to
busy, mostly female, professionals. To
distinguish from their competitors the choice
was fallen on food, like made-to-order sushi, a
juice bar, self-serve frozen yogurt and even a
small wine department.
The new ﬂagship store format of Pharmacy giant Walgreen is introduced to catering to busy, mostly female, professionals.To distinguish from their competitors
the choice was fallen on food, like made-to-order sushi, a juice bar, self-serve frozen yogurt and even a small wine department.

Top 3 by Design offers a selection of products
that both inspire and perform, the concept
carries up to 3 products per category that are
deemed the best in the world of design.
Top 3 by design
Top 3 by Design Offers a selection of products that both inspire and perform, the concept carries up to 3 products per category that are deemed
the best in the world by merit of design. The customerʼs research has been done by the retailer, allowing the customer to trust that each product is
of high quality, innovative and works!

Kochhaus
Kochhaus, Makes cooking convenient and
fun by offering a cookbook style shopping
experience. Kochhaus also offers cooking
courses for the total food experience.
Kochhaus, Makes cooking convenient and fun by offering cookbook style shopping experience.

Story holds the point of view of a magazine
with themes changes every six to eight
weeks, changes like an art gallery and sells
things like a store. The concept takes the
editorial eye of a magazine and brings it to
brick and mortar. The store is completely
remodeled and remerchandised every 6-8
weeks to reﬂect current holidays, fashion
trends or seasons.
Story
Story holds the point of view of a magazine with themes changes every six to eight weeks, changes like an art gallery and sells things like a store.
The concept takes the editorial eye of a magazine and brings it to brick and mortar. The store is completely remodeled and remerchandised every
6-8 weeks to reﬂect current holidays, fashion trends or seasons.

826NYC
Brooklyn superhero supply is an initiative
by nonproﬁt organization 826NYC
dedicated to supporting students ages 6
to 18 with their creative and expository
writing skills.
Brooklyn superhero supply is an initiative by nonproﬁt organization 826NYC dedicated to supporting students ages 6 to 18 with their creative and
expository writing skills.

‘It is not the strong
that survives,
nor the most intelligent.
It is the one that is most
adaptable to change’

THANK YOUAND GET INSPIRED
twitter: https://twitter.com/plfhoen
blog: www.brandd.wordpress.com

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