DDi - June 2013 - (Page 53a)

| Post-Show Coverage GlobalShop Sponsored by: Conference sessions Train Shoppers to Buy: Harness the Power of Habit and the Subconscious Keynote sessions should engage the audience and challenge their way of thinking—and that is exactly what Shopper Scientist Herb Sorensen did on the fi rst day of GlobalShop 2013. He advised the audience to stop trying to change shoppers and pushing them in one direc- Herb Sorenson tion or another. He said that training shoppers is not the problem. “The reality is there are problems with the way people try to sell,” he added. Sorenson challenged the audience members to look at what is already selling and then fi nd ways to help customers shop for those items faster. “Habit is the service of convenience—if you make it convenient for shoppers to buy a lot more, they will buy a lot more,” Sorensen said. He doesn’t believe that customers are going to spend more time in a given store or that retailers have the power to use wayfi nding to tell them where to go. Based on research and tracking shopper movements, he fi nds that customers typically are attracted to open space. He believes that retailers spend a lot time trying to move customers through the space when their energy should be spent emphasizing what the shoppers are already buying. “Stop trying to get them to do something; in- stead, help them do what they are doing—quicker,” Sorensen said. “Help them do more, and they will help you improve sales.” By adding momentum to the shopping experience, shoppers will make purchases faster, which leads to additional purchases. In a true sales mentality, he advised, “The faster you close, the more you will close.” Tactics for supporting this experience include signage that calls out the top-selling products. From endcaps to mid-caps, there are opportunities to create focal points for the shoppers that will lead to specifi c purchases, as well as a “halo effect,” the sale of surrounding items. While retailers can work on this product place- ment, the brands also can support these habits by managing their messages. Drastic changes in graphics can confuse the subconscious that recognizes a brand in a specifi c format. Small tweaks to graphics can be okay, but major changes may | June 2013 cause too much confusion. He also advised keeping messages simple, such as “America’s Favorite,” or other such phrases that will resonate with consumers, rather than long, wordy descriptions. The subconscious of the consumer impacts shopping habits, so the more retailers and brands pay attention and leverage this knowledge, the more sales that will follow. A Glimpse at Bricks-and-Mortar Store Experiences in 2020 believe in a multidimensional individuality and value social connectedness. “In the retail environment, they are constantly re-evaluating and looking for feedback, making them more likely to use a mobile phone to validate a price or decision,” Hurst said. Describing a future beauty retail environment with an emotionally charged design, Hurst and Priest said that in 2020, Hispanic women will look for stores that cater to their desire for a social shopping experience. 3. Boomers (Channel: Electronics) Boomers, which in fi ve years will represent 70 From left: Lisa Hurst and Brian Priest, Upshot According to Lisa Hurst, vice president of account management, and Brian Priest, senior vice president of creative services, both for Upshot, the physical store experience is constantly shifting, infl uenced by fi ve major factors—the industry, society, macroeconomics, politics and technology. Examining the changing retail environment from the shopper perspective, Hurst and Priest looked at three infl uential cohorts— Millennials, Hispanics and Boomers—across three channels—grocery, beauty and electronics. Based on each background, attitudes and values, they projected each group’s expectations for these specifi c channels in the year 2020: 1. Millennials (Channel: Grocery) “Millennials have come of age in one of the most signifi cant economic downturns in our country,” Hurst said. “They are creative problem solvers, have a thirst for variety and are looking for authenticity.” Value driven and open minded, this cohort is spending less time in traditional grocery stores and more time at home experimenting in their own kitchens. In 2020, Hurst and Priest believe Millennials will look for grocery stores with a curated offering of healthy, natural options in an environment that inspires creativity. They shared an imagined grocery space with a garden, where brands like Del Monte might have their own in-store plot. 2. Hispanics (Channel: Beauty) As the largest ethnic group in the U.S. population, Hispanics have great pride in their culture, percent of U.S. disposable income, are fi nancially conscious and have a strong desire for independence. “They want to stay with it,” Priest said. “They don’t want to be pushed aside.” As shoppers, Boomers want to stay vital, but are looking for simple, accessible solutions. In 2020, spaces that will attract this group will be designed to empower knowledge using straightforward technology, such as community retail centers that offer a multitude of services beyond product under one roof. Technology in particular, has the industry wondering what the future has in store for bricksand-mortar, with retailers reassessing their store portfolios and redefi ning the store experience in response to growing online opportunity. “In the future, the consumer will clearly be in the driver’s seat, defi ning what the shopping experience is like,” Priest said. Megatrends for Design & Visual Merchandising 2014 Nicole Guarascio, Stylesight Nicole Guarascio, a trend specialist with Stylesight, took the audience on a visual journey as she shared megatrends for design and visual merchandising in 2014. Conceptual images, color palettes, textures and fi nishes in fashion, lifestyle and design were shared to inspire creativity and provide valuable content to support the development of forward-thinking design solutions. “Bricks and mortar is not going away,” Guarascio said. “Retailers need to provide an experience for the shopper. Spaces need to inspire the shopper to be a part of a community and socialize. We need to think about how we can set a space apart with interiors that create a mood and transport them to a new place.” The trend categories were described as: DIGITAL EXCLUSIVE DIGITAL EXCLUSIVE DIGITAL EXCLUSIVE DIGITAL EXCLUSIVE DIGITAL EXCLUSIVE DIGITAL EXCLUSIVE DIGITAL EXCLUSIVE

Table of Contents for the Digital Edition of DDi - June 2013

DDi - June 2013
Table of Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Editor’s Choice
Design Snapshot
Cover Story: Isetan
Little Bookworm
Polaroid Fotobar
Creative Roundup
The Art of Drawing
Globalshop 2013: Post-Show Coverage
Right Light
Product Spotlight
Calendar
Advertisers
Classifieds
Think Tank

DDi - June 2013