VMSD - September 2014 - (Page 4)
fe
from the editor
Wake-Up Call
our industry's survival demands
c-suite support.
Do you fret over job security? Despite an improving U.S. economy and
rising sales, an undercurrent of anxiety pervades retail and, by extension,
store design. It seems every few weeks I hear of another accomplished
professional who has either lost his job or "voluntarily" transitioned to a
new career. This disturbing trend begs the question: Are we looking at a
temporary correction or witnessing the permanent decline of a proud and
storied profession?
I spoke with Dan Butler, president, Maple Point Consulting and
senior advisor, NRF, about this sensitive issue. Butler is a retail veteran
with more than 30 years experience in retail management, operations
and merchandising. His IRDC keynote session "Creating Support for
Store Design in the C-Suite" focuses on understanding the scope of
issues top-level executives face and how you can impact the conversation on design to advance your career, your company and the store design
industry.
Butler observes a major disconnect between in-house and contract
retail designers and the c-suite. He says executives have been consumed
lately with other critical issues, like customer data breaches and mobile
technologies. "It's an area outside their skill set and it's pulling their focus
away even more from the conversation on store design," Butler says.
"Promoting the importance of design has never been greater."
So how do designers grab the busy executive's attention? "Advocate
differently," Butler says. Seek out other executives in the organization
who show an interest in design, and "deputize them as advocates for your
cause." That executive might be in marketing or technology or even
finance. (You can bet your design dollars are being scrutinized
like never before, too.) Once you gain her attention, invite
her to industry events that focus on design or share information informally to remind her of the importance of store
design. That might take the form of simple marketing mateirdconline.com
rials, for example. "Take a lead from the Internet and make
them brief and direct and use lots of photos and illustrations,"
Butler says. "People are time-starved. They're looking for edited content.
'What are the hot trends? What will improve my stores? What will help
my sales?'"
In the face of tough challenges facing our industry, Butler remains
its passionate champion. "We still have an important role and purpose in
retail," he insists. "I love store design. Store design matters."
To learn more about Butler's keynote address and register for IRDC,
go to irdconline.com.
topic
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Table of Contents for the Digital Edition of VMSD - September 2014
VMSD - September 2014
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Robust Reinvention
The Road to Happy and Healthy
High Design
A New Perspective on Millenials
Showroom
Ad Index
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