DDi - February/March 2012 - (Page 78)

78 | The convertible store imble store design allows retailers to serve many masters and customers. Among new store features are dressing rooms that can be moved to make way for fashion shows, moveable ﬂoor ﬁxtures that tuck away for in-store concerts and DJ booths that pop up behind cashwraps. “The integration of digital commerce across all channels of customer engagement allows for the opportunity of enriched, broader, more diverse and more animated assortments in smaller stores,” says Jack Hruska, executive vice president, creative services for New Yorkbased Bloomingdale’s Inc. “It is one of the key trends I see going forward. The challenge is to be a fantastic curator, so as to target the right customer and not overwhelm her with too many decisions, and always stay true to ones’ brand DNA.” Photo: Gray Crawford, Santa Fe, N.M. N Journey-telling W Active engagement O f all the technologies affecting retail, the always-on Internet has expanded the four walls of retailing, allowing customers to connect through websites and social media 24/7. Now, how to bring that connection instore, or even in-display? “Retailing could get back to a more intimate and personal experience through QR codes,” says Sharon A. Lessard, chief design ofﬁcer, SUPERVALU. “I’m waiting for (them) to reach full potential by taking customers to information they can’t ﬁnd anywhere else.” To e-mail this article, visit www.ddionline.com/magazine. here did the product on the shelf come from, and how does the customer ﬁt in to its next life? “‘Journeytelling’ is a term we coined to describe how brands today are sharing their product development journeys with consumers, turning the process and overall experience into a brand asset in and of itself,” explains Kathy Oneto, vice president of San Francisco-based Anthem. “We cited brands, such as J. Crew, Anthropologie (shown below) and Gap, inviting consumers to observe the creation of their products through short documentaries and stories, bringing transparency and authenticity to their product lines. What these brands demonstrate is that in telling product stories, brands can genuinely share hidden proof points to deepen quality perceptions and build a compelling, differentiated brand story.” | February/March 2012 www.ddionline.com http://www.ddionline.com/magazine http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - February/March 2012

DDi - February/March 2012