Service Design for Retail Enterprises

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Service Design for Retail Enterprises

This is a group for the exploration of using service design to created better retail experiences and environments

Members: 17
Latest Activity: Nov 1, 2012

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Comment by Joel Van Dyke on November 1, 2012 at 17:32
Comment by Joel Van Dyke on October 5, 2012 at 21:28

Looking Forward to hearing about the results of the Service Design for Retail workshop in London.

Comment by James Rock on June 28, 2012 at 23:03

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...

Comment by Joel Van Dyke on June 14, 2012 at 23:42

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...

Comment by Joel Van Dyke on June 11, 2012 at 22:24

James,

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. 

Comment by James Rock on June 6, 2012 at 15:52
I think that the retail has a long way to go in re-inventing itself.

In the west we have stagnant economies and the end of debt-driven consumerism. This is driving a push for value - and by that I do not just mean cheapest prices. Customers measure value in different ways, and service is one of the key ones they are currently feeling short-changed on. As Tesco has recently found, stocking shelves, having shorter check-out queues, and clean, freshly decorated stores is a basic requirement that if ignored leads to customers switching to competitors.

The breadth of the shopping experience is also widening too - it is now necessary to create customer intimacy and loyalty by engaging customers BEFORE the in-store experience, and AFTER shopping by gaining positive feedback and reviews which are now so important to word-of-mouth marketing. This is much more than just providing clicks and mortar shopping options.

Finally for now, I think that TRUST is something consumers are searching for. Brand integrity is critical, and shoppers are choosing authentic brands like Patagonia; Innocent; Yeo Valley Foods; and Mast Brothers Chocolate as they search for differentiated products delivered in a sustainable way. Do you know any others like this?

James
Comment by Joel Van Dyke on June 6, 2012 at 1:55

E-commerce's Significant Impact on the Future of Retail via All things D

Comment by Joel Van Dyke on June 3, 2012 at 1:54

 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

Comment by Joel Van Dyke on June 1, 2012 at 23:04

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. 

Comment by Arne van Oosterom on June 1, 2012 at 17:36

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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