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This is a group for the exploration of using service design to created better retail experiences and environments
Latest Activity: Nov 1, 2012
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Tracking the Behavior of Retail Customers
Looking Forward to hearing about the results of the Service Design for Retail workshop in London.
We are holding a Service Design for Retail workshop in London on 17th July - see here for more details:
Training Service Design for Retail London 17th of July 2012 - Event...
We would love it if you can join us for what promises to be a stimulating look at trends in retail service design, including service extension from store, into on-line and social media...
Clicks and Mortar: Why In Store Experience Matters (Now More than Ever) - Forbes
Read the Article:http://www.forbes.com/sites/onmarketing/2012/06/11/clicks-and-morta...
I agree with you, but I think there is also the issue of store brand and experience that can sometimes trump other factors like web/store integration. For example, there is an outdoor outfitter store that takes me twenty to thirty minutes to drive to, but I will not order their products online because I like the authentic in-store experience...it is unlike its competitors. On the other hand, those that preach customer experience must make sure that the trust factor is there and that the experience is authentic in order to compete in today's marketplace.
One important value that service design brings to retail is the integration of the various touch points with an authentic in-store experience.
E-commerce's Significant Impact on the Future of Retail via All things D
The use of big data will underpin new waves of productivity growth and consumer surplus. For example, we estimate that a retailer using big data to the full has the potential to increase its operating margin by more than 60 percent. Big data offers considerable benefits to consumers as well as to companies and organizations. -McKinsey Global Institute
I think that is where retail is going. There are many stores that have an online presence, but not many that have an integrated experience, where the online presence leverages the power of the in store experience. It seems that what we are seeing in incremental change but little true innovation. There is a blue ocean for those that can create a truly unique and authentic retail experience that engages the senses and taps into the power of memory.
In the US we have seen internet shopping cause some really powerful brands to either go out of business or have to shut down the majority of their stores because they ceased to be relevant. Chain retailers like Target are trying new strategies like in-store branded boutiques to offer their shoppers something new, but even these strategies are incremental changes. The blue ocean is still up for grabs.
What do you think if I say the biggest challenge for retail is:
How to create a seamless and mutual beneficial cooperation (process) between online & offline to create a strong competitive advantage (Blue ocean?) through innovative services (customer experience)
I would love to know what you think!
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