Display and Design Ideas - May 2009 - (Page 42)

42 | Show Coverage GlobalShop speaker sessions Future Prooﬁng Patrick Rodmell, president and CEO of Watt International Inc., led an interactive exploration of “future prooﬁng” your business. According to Rodmell, “Future Proof is a commitment to a process that will position a business/brand for future success and effectively shield it from challenges on the horizon.” He discussed the importance of effective design as a tool for future prooﬁng. “A design is only as good as the foundation of its intent,” Rodmell said. He referenced design elements such as jukeboxes in Hollister Patrick Rodmell Co. stores and the mealsolution-focused layout of Piggly Wiggly as examples of companies thinking and establishing a long-term vision. Rodmell identiﬁed awareness, analysis and vision as key components of future prooﬁng. He pointed out that part of this process is analyzing the effects of trends on a company’s business plan. From current economic pressures and conscious consumption to accelerated technology, a company’s response to these trends can impact a successful future. Rodmell also emphasized the importance of innovation and looking beyond your speciﬁc industry to ﬁnd ways to innovate. Rodmell concluded by highlighting the importance of having a vision. “Take the time to create a three- to ﬁve-year vision and map a journey,” he advised. He believes this plan should already be anticipating a company’s next move and counteracting the competition’s actions. While “future prooﬁng” positions companies for future success, Rodmell made it clear to the audience that “future prooﬁng can drive performance today.” understand their target market and the current habits and trends of these consumers, the better business decisions they will be able to make. “Once retailers identify and understand their customers and determine what is most important to them, they need to adjust strategies to meet the consumer’s changing need,” Ross said. He discussed how consumers have a high brand loyalty and a strong preference to buy brands they like. So for companies, in particular those with products in the grocery aisles, Ross said they need to understand that consumers are spending more money there. “You need to look at consumer segments to adjust and drive the right promotions and prices to the right and best, or most important, consumers,” Ross said. “You can increase sales and proﬁtability by strategically setting prices that are aligned to priority consumers in key categories.” counters and engage with the customer. “There is a lack of clutter so you can see what you want, get it quickly and get out,” Hasker added. Convenience aids such as self check-out and a queuing system were also implemented. Response to the store has been positive, and two more stores will be opening in the near future. The slogan—“a refreshingly simple way to shop”—seems to live and breathe in this new prototype, and the customers are embracing the experience. “We elevated the perception and the experience without increasing prices,” Westrick said. For those attending, the lesson learned was to reinvent the customer journey as a way of building a brand and staying ahead of the curve. Virtual Branding for a Virtual World Alycia De Mesa, author of “Brand Avatar,” challenged the audience to tap into their “inner geek” during an exploration of branding in a virtual world. She started Alycia De Mesa with a brief history of virtual reality applications and exposed the audience to the reality of its current user groups. She ﬁnds that media attention of applications such as Second Life have created misconceptions. The reality of the virtual world, according to De Mesa, is that there is a diverse market of people ranging from their late 30s to 50s on Second Life. In addition, she said, there is a whole generation of kids and “tweens” that are being raised on the virtual reality concept with applications such as Webkinz and Neopets. Virtual reality is, according to De Mesa, “one part reality, one part fantasy and one part creativity.” In her mind, the companies who use these virtual tools effectively are those who explore, experiment and learn from it. “ Companies that know their brand, market position and age demographic can ﬁnd success in the virtual world, said De Mesa. From testing products, locations and pricing to creating a buzz and having fun, De Mesa feels the 3-D virtual world has practical uses with opportunities that are not being harnessed. —Jenny Rebholz, Contributor Download a free PDF of bonus show coverage, including additional speaker write-ups, at www.ddimagazine.com/magazine. Safeway’s New Neighborhood Market Allison Westrick (front) and Rojon Hasker The New Frugality Precima’s Brian Ross offered a message of hope to retailers. He pointed out that despite economic conditions, businesses that pay attention to customer habits have as many opportunities Brian Ross as they do challenges. His research showed attendees that the better they Allison Westrick, creative director for WD Partners, and Rojon Hasker, president and general manager of Lifestyle for Safeway, took audience members on a journey through the concept and creation of Safeway’s ﬁrst small-format grocery store, The Market. After examining the marketplace, the competition, the evolving format of the grocery store and the characteristics of today’s customer, Safeway saw an opportunity to reinvent their customer journey. According to Hasker, the team wanted to create a customer experience that was convenient, fresh and fast, as well as quality-oriented with ample choices and one-of-a-kind foods. From beginning to end, the customer has a connection to fresh foods. Westrick pointed out that vertical graphics, food and wayﬁnding signage were reoriented to be at eye level. Furthermore, she added that demo stations, curving cases and breaks in counter areas draw customers in and allow employees to come out from behind | May 2009 www.ddimagazine.com http://www.ddimagazine.com/magazine http://www.ddimagazine.com

Table of Contents for the Digital Edition of Display and Design Ideas - May 2009

Display and Design Ideas - May 2009
Contents
From the Editor
Newsworthy
Consumer Insights
Greentailing
Editor’s Choice
Design Snapshot
Channel Focus: Convenience/Drug
Michaels
Shopping Malls
Right Light
In-Store Technology
Product Spotlight
GlobalShop Coverage
Trends
Booth Winners
Conference Sessions
Products
Calendar
Advertisers
Classifieds
Shopping with Paco

Display and Design Ideas - May 2009