What’s on the horizon for the retail industry in 2020?
Risk-taking and rule-breaking. Conventional methods of decades past are just that, in the past. As retail continues to evolve and consumer behavior changes, one thing remains constant – the desire for impactful, engaging visual experiences that make a lasting impression.
This means activating brands across all platforms. For 2020 and beyond, we are collaborating with clients who are stepping out of their comfort zones, sometimes with a little push, to recreate what it means to experience a brand. The lines are blurring between retail and hospitality with beautiful social spaces that may or may not include merchandise. We’re producing larger-than-life events that introduce consumers to new products or bring awareness to a brand’s principles and core values. Or, we’re simply bringing the community together to share in an experience that is merely sponsored by a brand.
In your opinion, why is physical retail still important?
Late last year Restoration Hardware Chairman and CEO, Gary Friedman responded to those who overlooked the obvious when reporting on retail’s imminent death - we are physical and social beings. “It’s why we still go to theaters to watch movies...ballparks to see a game. We don’t believe “bucket lists” of the future will be filled with lonely online activities, with or without AI, AR or VR. We look forward to experiencing new restaurants and resorts...and yes, even stores.”
We often forget that stores are more than the items scanned at checkout and more than a sales number or operations milestone. Retail is ambitious entrepreneurs, young brands, passionate store owners, and knowledgeable associates who engage with humans like other humans. It’s shoppers lingering in front of a window for just a moment longer, absorbing every detail of a beautifully crafted visual before stepping through the doors to experience more. Stores are a place to connect in a way that just can’t be done through a screen.
How can retailers evolve to make their in-store journey more experiential?
Yes, we know we said to toss out the rule book and take risks, but there are some tried-and-true methods worth keeping intact. Two things, in particular, come to mind. One. Employ knowledgeable associates and product experts who offer top-notch service. Passionate employees build relationships, making human-to-human connections with shoppers that keep them coming back to see what’s new. Two. Implement expertly created and executed visual merchandising programs. This, combined with incredible service makes for an awesome in-store journey. After all, visual merchandising isn’t only about making things look pretty. As both an art and a science, we create a roadmap that combines strategy, product placement, and incredible visuals that guide consumers through a brand’s story.
What are some of your best practice approaches when working with a retailer – whether large or small?
Meditate. Collaborate. Create. Of course, our process is a bit more detailed when you really drill down, but we’ve found that using this simple mantra offers a guide. Clearing our minds keeps us open to new ideas and opportunities regardless of potential challenges. Simple conversations and collaboration help us get to know the client, understand their goals, and evaluate how to approach both the aesthetic and analytical aspects of their project. Often they have a vision but aren’t sure how to communicate it. Working through the discovery process we ask them to describe the sensory experience they imagine beyond its visual impact. Touching on all the senses, we can drive a creative concept that engages and excites. Being a bit clairvoyant helps, too.
Kicking off a new decade, what was your biggest lesson learned in 2019? How can it be applied to the coming year and beyond?
Maintain your zen. It’s easy to get wrapped up in everything around us and lose focus on what’s important. While there is no doubt that more change is headed our way for 2020, we’re bringing calm to the chaos. We aren’t superheroes saving the world through the art of visual merchandising, but we can give consumers a moment of pause, meaning, reflection, and perhaps even beauty in their busy lives. We’re striving to create moments that widen the eyes, awaken the mind, and make the heart skip a beat — not only activating a connection with a brand but engaging the senses. As visual merchandisers, creative directors, and store designers, we are reimagining the in-store experience bridging the gap between brick-and-mortar and online interactions. Tried and true fundamentals like simple storefront windows and the well-placed in-store visual, are not a trend, but rather the foundation for reinventing and reviving retail.
