Want to create an inspiring consumer experience with your brand, but need a little inspiration? This RetailOasis whitepaper is dedicated to those retailers from around the world creating inspiring store experiences, engaging digital environments and immersive brand interactions that create long lasting consumer love.

1. power
of brand
experiences

2. "Never buy something unless
you're sure you know how to sell
it”
Arthur Daley - Minder

3. This quotation talks to a
changing idea that has
been hitting retail shores
for a little while….

4. …what is it?
That how we sell has
completely changed

5. Once upon a time retail lived well above CPI, in ‘05 we
took a dip and has been consistently under performing
since
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
0
50000
100000
150000
200000
250000
300000
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
$ Growth %

6. Categories that involve experience have successfully
grown, while more traditional retail like department store
shopping has further fallen victim to changing consumer
behaviour
7.65%
7.27% 5.71%4.64%
4.26% 3.95%
3.90%3.01% 2.89%
2.72% 2.25%1.71%
1.59%
-4.20%
-6.17%-8.00%
-6.00%
-4.00%
-2.00%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
Café,restaurantandcatering
Pharmacyandcosmetic
OtherSpecialised
Supermarkets
Footwearandaccessory
Hardware,building,garden
Takeaway
Otherrecreational
Liquor
Electrical
Clothing
Otherretailing
Department
Furniture,floorcovering,houseware,
textile
Newspaperandbook
Series1 Series2 Series32011 2012 2013

7. Today’s retail environment
has made it a little more
difficult to win over the
hearts of consumers...
especially when:
You can buy what you
want,
Where you want,
How you want,
For how much you want,
And from who you want
“I want direct from
manufacturer prices”
“I want an endless
range of colours &
styles to choose”
“I want to get it
delivered
today”
“I want access
to international
retailers
brands”“I want a
branded
experience”
Consumers are expecting
more

8. Historically, retailers in Australia won on place and
price
price
range
location
access
brands
personal
service
environment
The traditional retail arena
dominated if they had the best
location on a high street,
shopping or destination centre
Essentially, they survived by
acting as supplying
warehouses close to
consumers

9. But the game has changed, now the box of tricks has
narrowed
price
range
location
access
brands
personal
service
environment
Moving from brick & mortar to
omni-channel, location is no
longer your competitive
advantage and a price advantage
is harder to prove
The tool kit focus has therefore
changed…the key to survive and
thrive is how your environment,
service and personal proposition
come together for a great
experience to inspire

10. Price ‘em low, stack
‘em high and watch
‘em go
Weave into their world
to reach into their
wallet
savvier
consumer
market shakeup
access to
offshore brands
digital
enablement
This has seen retailers moving from a “stack ‘em high” to
a “weave into their world” approach

11. Retailers are starting to embrace brand experience
innovation
Burberry
"The world is moving so fast. There is absolutely no room for
laziness or for resting on your laurels,”
Christopher Bailey, the firm's chief creative officer
Amazon
"If you do build a great experience, customers tell each other
about that. Word of mouth is very powerful.”
Jeff Bezos CEO
Macy’s
"Macy's is kind of the leader right now in a lot of digital initiatives. They've been
trying out lots of digital initiatives to engage with shoppers in their homes and in
stores,”
Jeff Hardison, VP of Marketing and Business for Meridian (Macy’s partner)
http://mashable.com/2012/11/08/macys-indoor-gps/
http://retailindustry.about.com/od/frontlinemanagement/a/Amazon_CEO_Jeff_Bezos_quotes.htm
http://www.guardian.co.uk/fashion/2012/sep/12/burberry-london-shop-website
http://pandodaily.com/2013/06/01/meet-the-apple-of-the-coffee-world-nespresso/

12. Retailers doing it right have mastered the creation of
engaging experiences to inspire and delight consumers
across channels
great staff
service
inspiring
environment
online & mobile
integration &
inspiration
personalised
communication
s
personalised
products
efficient
fulfillment
immersive
experiences

13. Macy’s
Delivering the next generation in
store experience, Macy’s have
embraced in-store Google maps,
NFC offers, Beauty Spot kiosks to
self diagnose/select, mobile
integration and even assistance with
their jean selector
Online & mobile integration & inspiration – personalised communications

14. Burberry
Revolutionising their brand
experience, Burberry have leaped
forward with augmented reality as the
tool to deliver an immersive and
inspiring omni-channel experience
Immersive experience – inspiring environment – online & mobile
integration & inspiration – great staff service

15. Make Up For Evers
(Sephora)
Latest Sephora concept store is all
about behind the scenes at a
fashion show, with video footage
playing, demo bars to build the
brand around the new range
Inspiring environment – great staff service – immersive experiences

16. Nespresso
Benchmark in how to build a brand
outside of the supermarket,
Nespresso are digitally integrated,
store experience that draws you in
and use consumer data in their club
for personal touches
Efficient fulfillment – inspiring environment – great staff service

17. SuperGlue
Recently opening it’s doors as an
extension to Glue Store with custom
tailoring of jeans, chillout areas and
even a coffee barrister to
demonstrate a brand feeling outside
of the merchandise
Personalised products – immersive experience – great staff service

18. Kochhaus
Described as a ‘Walk in recipe book’
all in one recipe tables, food trials, a
well integrated but simple site and
delivery structure for extra
convenience make Kochhaus a true
foodie experience
Inspiring environoment – immersive experience – efficient fulfillment –
great staff service – online & mobile integration & inspiration

19. Monki
Inspiring store environments
just speak cool and with an
online portal that encourages
you to make your own fashion
movies to share it captures the
target consumer mindset
Inspiring environment – online & mobile integration & inspiration

20. Nike+ Fuelstation
Motion-sensing LED walls change colour as customers walk past, motion-
Immersive experience – personalised communications – online & mobile
integration & inspiration – personalised products

21. Mood Stockholm
Combining food hangouts with
inspiring shopping spaces, this
department store has even gone so
far to demonstrate the brand ideal
with rooftop meeting rooms for rent
in their garden space
Inspiring environment – immersive experience – great staff service

22. Tesla
Demonstrating ingenious design
with an interactive, technology
driven, custom design store and
service experience as well as
personalised website interaction to
deliver brand ‘wow’
Personalised products – immersive experience – online & mobile
integration & inspiration – great staff service

23. Supercheap Auto
Completely focused on the
consumers car shopping occasions,
the latest SCA store combines easy
shopping with DIY education and next
gen IT service and assistance
Immersive experiences – inspiring environment – great staff service –
personalised products – online & mobile integration & inspiration

24. Koko Black
Jewelry store meets chocolate, what
better way to celebrate an
indulgence. This brand experience
wows and celebrates the product
before it hits your taste buds with a
service experience
Immersive experience – great staff service

25. Hotel Chocolat
Celebrating the purity of chocolate &
an ethical approach to sourcing, this
London fashion scene concept is a
chocolate shop that’s expanded into
a café, tastings, super clubs, hotel,
restaurant and even spa
Immersive experience – great staff service – inspiring environment

26. Dan Murphys
One of the best retailers in
Australia with an ability to drive
efficiency on price while still
delivering a clean and easy to
navigate shopping experience
Efficient fulfillment – great staff service

27. Urban Outfitters
True customisation, each store
is designed around it’s micro-
consumer set that surrounds it
to engage and entertain as well
as provide great product
Inspiring environment – efficient fulfillment – immersive experience

28. Victoria’s Secret
Catalogue to international closet
secret, VS has built an empire on
it’s iconic Angels with a brand
experience that exudes sex appeal
in-store and through personal
communication online
Inspiring environment – personalised communications – efficient fulfillment

29. Carton King
Taiwan restaurant made nearly
completely out of cardboard offers a
very memorable and completely
unique brand experience that’s
unexpected while also being green
friendly
Immersive experiences – efficient fulfillment – great staff service

30. Fourth Village
The Italian foodie destination for
great produce, pre-prepared meals,
catering and in-store dinning
experience, they make it difficult to
walk out with only a couple of items
in the basket
Immersive experience – inspiring environment – great staff service

31. Le Fashion Truck
From pop up food to fashion, Le
Fashion Truck creates unexpected
fashion havens where consumers
can get styled or book for private
parties. A fun take on a traditional
shopping experience
Inspiring environment – personalised communications – great staff service

32. Yogurtland
Embracing personalisation, where
consumers are not charged on
product but weight a novel idea that
is well displayed instore with self
service as well as integrated online
for easy ordering
Personalised products – efficient fulfillment – inspiring environment

33. Ice Hotel
Bringing fantasy to life, the Ice Hotel
has embraced a single brand
thought throughout the concept from
Ice bars, to Ice art galleries and of
course accommodation to create a
memorable experience
Immersive experiences – inspiring environment – great staff service

34. The Candy Room
Creating a child’s fantasy with a
colouring book brand style and
simple to use web presence, the
friendly staff and add on services
such as candy bars make it a fun
brand to shop
inspiring environment – online & mobile integration & inspiration

35. Bauble Bar
Online retailer gone pop-up uses
digital screens & interactive displays
for consumers to design,
personalise & purchase jewelry with
store displays showing interactive
content when pick up pieces or to
upload pics
Personalised products – efficient fulfillment – immersive experience –
online & mobile integration & inspiration

36. Warby Parker
Finally, e-com site gone store, $50
eye exams, try on glasses and
share/print with an internet
photobooth, cc payments processed
on tablets, orders made in-store -
mailed a week later or if you buy
online get sent five pairs – return
Efficient fulfillment – online & mobile integration & inspiration –
personalised communications – personalised products

37. So what can we learn?
Retailers are missing the one opportunity they have to use their
only physical outlet to demonstrate the brand and talk to
consumers in a memorable way that builds affinity
Those that fail substitute memorable brand experiences for
product clearances, lipstick on a pig merchandising/store
designs and disconnected, functional online portals

38. Great brand experiences rely
on how well the retailer
delivers:
Inspirational omni-channel experiences
Personalisation of communications and product
Energised and efficient service

39. The power of this
experience?
Consumers who love your brand, seek you out
despite price discounts or access restrictions and
contribute content and insight to help you build and
defend your empire

40. The answer
Knowing everything about your consumer and
understanding what’s important, then finding unique
and special ways to create connections

41. What that means to retailers?
great staff
service
inspiring
environment
online & mobile
integration &
inspiration
personalised
communications
personalised
products
efficient
fulfillment
immersive
experiences
Consumer
involvement in
product design, edit
and final pre-purchase
personalisation
Services and
entertainment that
drive visitation
Knowledgeable staff,
with training
programs/benefits
that encourage great
service deliverySingle message, omni-
channel retailing using
each channel strength
to create a seamless
consumer experience
that excites
Using data to create
meaningful consumer
communications relevant
to likely purchasing
behaviour and personalised
Using your store to make
a clear brand statement
Shorten the product lifecycle and
embrace more frequency, limited
ranges and click&collect

42. The result
A retail category that is interesting to shop again,
embracing the new tool kit to create a sticky starting
point for interaction between retailer and consumer

43. Find out more:
For more information and ideas on how you can use
the power of brand experience contact RetailOasis
enquire@retailoasis.com or on 02 9976 6222
Alternatively visit our website www.retailoasis.com

44. power
of brand
experiences