Canadian Retailer - Summer 2015 - 32

paRtnER MEssaGE figure3

2015: Your cuStomer HaS SPoken.
are You liStening?
driving a high performance retail environment through deep
design research
BY MARJORIE MACKENzIE, VP RETAIL, figure3
2015 is fast becoming the year of the big box breakdown. With
this spring's string of big box store closures there is no doubt
that the way customers are choosing to shop bears little resemblance to the "tried and true" retail formulae of the past.
Motivated by the fear of losing customers to ecommerce and
faced with a decline in foot traffic, retailers are scrambling to
beef up in-store technology-in the hope that adding devices will
somehow create an 'omnichannel experience.' (It doesn't.)
Although technology trends and buzzwords like omnichannel
are certainly headline-makers, the failure of retailers to translate
these tools into something that connects with customers shows
that a truly immersive experience means much more than putting iPads in a store or building an app.
It's become very clear that even highly established retail
brands cannot rely on their name alone to appeal to customers-
they need to deliver a physical retail experience that resonates.
But how can retailers determine what their customers really
want out of a retail experience?
The answer seems deceptively simple-why not just ask people
what they're looking for? The reality is that people don't always
know exactly what they want. Capturing an intangible feeling,
an ease of use, or a sense of excitement is hard to qualify using
traditional methods of capturing data.
Take BMO for example, a very well respected Canadian bank
with an enviable history of customer loyalty. Before embarking
on the redesign of their Flagship branch in downtown Toronto,
BMO invested in extensive design research with figure3, to find
out what their customers really wanted.
So what did BMO's customers say they wanted most? Transparency in the banking experience.
People reported feeling intimidated by the institutional feel of
traditional banks. Instead, customers were looking for an experience with open lines of communication-easily accessing products and services in a simple and transparent way-much like
the online experience that they had come to rely upon.
The resulting insight-that customers need to connect with
their personal banking advisors to feel secure, was the backbone
for all decisions surrounding the figure3-designed flagship.
With a renewed laser focus on their 'customer first' philosophy, the design pushed the boundaries of BMO's 'relationship'
model-completely breaking down the physical, emotional and
psychological barriers of the traditional bank branch.
The result? A fully loaded flagship in the heart of Toronto's
financial district that delivers what customers actually need

32 |

canadian REtailER | Summer 2015

Rethought flagship BMO branch in Toronto.

from the retail banking experience: an open,
welcoming and safe environment that encourages deep, valuable conversations with trusted
advisors-the conversations that make people
feel in control of their financial destiny.
Delivering the right technology tools for engagement and eliminating barriers to personal
interactions creates an enriched retail experience
with enviable dividends, including: extended
duration of customer visits, enhanced customer
interest in exploring products and services, and a
store that brings a brand alive in space.
In this incredibly competitive and everchanging retail space, retailers are leaving an
awful lot to chance if they forgo investing in
deeper qualitative research to uncover critical
insights from their own customers.
Can your business really afford not to know?
For more information on the intelligence that top
retailers are tapping into to create high performance retail environments, visit www.figure3.com.


http://www.figure3.com http://www.figure3.com

Canadian Retailer - Summer 2015

Table of Contents for the Digital Edition of Canadian Retailer - Summer 2015

Publisher's Desk
Retail Currents
Member Profile
Retail: At Issue
Growing Sales Through Online Marketplaces
The Future of Retail
Getting Online
The Mobile Shift
Rebooting for Better Business
Top Grocery Rookies Showcase Hunger for Innovation
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Summer 2015 - cover1
Canadian Retailer - Summer 2015 - cover2
Canadian Retailer - Summer 2015 - 3
Canadian Retailer - Summer 2015 - Publisher's Desk
Canadian Retailer - Summer 2015 - 5
Canadian Retailer - Summer 2015 - Retail Currents
Canadian Retailer - Summer 2015 - 7
Canadian Retailer - Summer 2015 - 8
Canadian Retailer - Summer 2015 - 9
Canadian Retailer - Summer 2015 - Member Profile
Canadian Retailer - Summer 2015 - 11
Canadian Retailer - Summer 2015 - Retail: At Issue
Canadian Retailer - Summer 2015 - 13
Canadian Retailer - Summer 2015 - Growing Sales Through Online Marketplaces
Canadian Retailer - Summer 2015 - 15
Canadian Retailer - Summer 2015 - The Future of Retail
Canadian Retailer - Summer 2015 - 17
Canadian Retailer - Summer 2015 - 18
Canadian Retailer - Summer 2015 - 19
Canadian Retailer - Summer 2015 - 20
Canadian Retailer - Summer 2015 - 21
Canadian Retailer - Summer 2015 - 22
Canadian Retailer - Summer 2015 - Getting Online
Canadian Retailer - Summer 2015 - 24
Canadian Retailer - Summer 2015 - 25
Canadian Retailer - Summer 2015 - 26
Canadian Retailer - Summer 2015 - 27
Canadian Retailer - Summer 2015 - The Mobile Shift
Canadian Retailer - Summer 2015 - 29
Canadian Retailer - Summer 2015 - 30
Canadian Retailer - Summer 2015 - 31
Canadian Retailer - Summer 2015 - 32
Canadian Retailer - Summer 2015 - 33
Canadian Retailer - Summer 2015 - Rebooting for Better Business
Canadian Retailer - Summer 2015 - 35
Canadian Retailer - Summer 2015 - 36
Canadian Retailer - Summer 2015 - 37
Canadian Retailer - Summer 2015 - Top Grocery Rookies Showcase Hunger for Innovation
Canadian Retailer - Summer 2015 - 39
Canadian Retailer - Summer 2015 - 40
Canadian Retailer - Summer 2015 - 41
Canadian Retailer - Summer 2015 - 42
Canadian Retailer - Summer 2015 - 43
Canadian Retailer - Summer 2015 - 44
Canadian Retailer - Summer 2015 - Advertiser's Index
Canadian Retailer - Summer 2015 - Retail Quick Tips
Canadian Retailer - Summer 2015 - cover3
Canadian Retailer - Summer 2015 - cover4
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