VMSD - February 2013 - (Page 56)

CO CHECKING OUT Interview by Robin Donovan Peter Dixon Prophet’s senior partner and creative director chimes in on data-driven branding and a new wave of mobile-native shoppers. How did you first get into design? I started my undergrad career as a mechanical engineer because I wanted to be an astronaut. That didn’t work out, so I went back to school to study architecture. What about your transition from architecture to branding? A coworker had an interview with Zintzmeyer & Lux (since acquired by Interbrand), a large corporate identity entity firm in Europe, that she couldn’t keep. I went instead and got the job. It was brilliant to me that branding doesn’t have to do with your own ego or what you think is “cool” but what really represents the values of your client. What’s your favorite part of your work today? I love the inspiration phase for projects when we’re seeking those tangential elements we can bring to the project. Sometimes it’s very research-driven, but oftentimes it’s really analog, and we’re looking at how other types of businesses in different categories solve the same problem or address the same human need. What can designers learn from branding firms? The notion of brands has come in and out of favor, but people finally understand it’s a powerful way to drive design. Until you’ve emotionally connected with people in a way that makes them act the way you want them to act, you’ve not really done your job. So what’s next? Customers are bringing the kiosk with them in the guise of their smartphone. And we’re finding ways for that technology to be leveraged in a much more credible way, not just letting people price check your goods in store, but making a meaningful connection with them. Retailers need to work more with customers’ own technology. We can’t stop them from having it, so let’s embrace it and figure out how to make the best use of it in a multi-channel way. What about shoppers who use their phones in-store to buy from competitors? I think the news this year will not be how retailers compete on commodities, those things that you can buy easily online; it will be about leveraging the social and experimental aspect of shopping. The idea of wanting to be out and about, spending time with friends or being in a certain part of town are things we need to cultivate. x 56 FEBRUARY 2013 | vmsd.com COURTESY OF PROPHET, NEW YORK Getting It Right What trend do you see going away in 2013? My realization in the last couple years has been about how digital and retail should work together. A lot of us grew up in a time when we were always trying to get the kiosk in the store, and we were always trying to bring the digital signage in the store, but I think the idea that companies can afford to maintain and create digital equipment and content in their stores in a credible way is over. http://www.vmsd.com

Table of Contents for the Digital Edition of VMSD - February 2013

VMSD - February 2013
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Design Detail
Next Store
The Sole Story
Urban Highlights
Here Comes...Tradition
Alpine Lakes of Soho
Problem/Solution
Showroom
Ad Index
Checking Out

VMSD - February 2013