design:retail - May/June 2020 - 24

SPECIAL REPORT

What will the future of reimagined retail look like in a postpandemic world? We asked some of the retail design industry's
leading design firms to share their predictions and insights, to help
you navigate the unchartered journey ahead.

A NEW HIEARCHY OF NEEDS
EMILY ALBRIGHT MILLER
VICE PRESIDENT - STRATEGY
BIG RED ROOSTER,
A JLL COMPANY
"WER'RE LIVING IN unprecedented times." Consultants,
our clients and their customers hear this every day.
It's certainly true-but what does this mean for
what's next?
Evolving-soon, in the re-entry period and,
ultimately, as we reimagine retail-starts with a deep
understanding of how consumer behaviors have
changed. Never before has there been a catalyst for
such unprecedented behavioral change at this scale.
It generally takes two months to create a new habit. By
my count, it's going to be at least that long before many
of us return to any semblance of "normalcy." We will
not emerge from this the same.
One of the most fundamental shifts we've observed
to date has to do with basic motivations of human
behavior. Until this point, for the majority of consumers, their physiological needs were being met. Getting
enough food, water, warmth, rest and, yes, toilet paper,
too. They felt relatively safe and secure going about their
daily lives. Instead of environments, assortments and
communications that fulfill these functional needs,
some brands and retailers were focused on inspiring
consumers to achieve their full potential-delivering on
the upper-most tier of Maslow's hierarchy.

Pre-pandemic growth was strong for brands like
Nike, whose positioning inspires the "athlete in all
of us," and Samsung, which empowers a new generation of "makers, directors and creators." They were
homed in on portraying who their customers aspire
to be, fulfilling their need for self-actualization. And
then COVID-19 came along. As consumers struggle to
adapt to life sheltering in place, Maslow's pyramid has
seemingly flipped.
Brands must now tailor their strategies closer
to the hierarchy's former base-appealing to consumers' sense of security, safety and physiological
well-being. The motivation to fulfill such needs

24

becomes stronger the longer they are deprived-the
longer a person goes without food, the hungrier
they will become. Brands and retailers who understand where their customers feel deficient-on
things like personal space and human touch-
are rewarded.
In a recent, mid-pandemic survey conducted
by Big Red Rooster, more than 90 percent of consumers said they feel brands should make some
or significant change to their physical environment, service strategy AND communications in
light of the coronavirus. NINETY PERCENT. The
range and types of adaptations needed will vary,
but the need to deliver on these
new customer behaviors cannot
be overstated.
Retailers, especially those most
impacted by discretionary spending, are going to need a total mindset
shift. While some consumers might
snap back quickly as we re-enter
"normal," the majority has heightened expectations and new salient
needs. We must find ways to pivot,
prioritizing assurance over actualization, and comfort over creativity,
while encouraging them to confidently shop in physical stores once
again. In a recessionary environment,
a reorientation of your business to
these new consumer realities is the
first step to rebuilding.



design:retail - May/June 2020

Table of Contents for the Digital Edition of design:retail - May/June 2020

design:retail - May/June 2020
Contents
From the Editor
Happenings
On Trend: Retail in the Pink
Spec Sheet: The Great Outdoors
Interactive Spaces: Razer
Pop-Ups: Backcountry
Plugged In: adidas
Perspectives: Everything I Learned from Being a Designer at Amazon
SPECIAL REPORT: POST-PANDEMIC RETAIL
CANNABIS RETAIL ROUNDUP
40 UNDER 40
Moment
design:retail - May/June 2020 - Intro
design:retail - May/June 2020 - design:retail - May/June 2020
design:retail - May/June 2020 - Cover2
design:retail - May/June 2020 - 1
design:retail - May/June 2020 - Contents
design:retail - May/June 2020 - 3
design:retail - May/June 2020 - 4
design:retail - May/June 2020 - 5
design:retail - May/June 2020 - From the Editor
design:retail - May/June 2020 - 7
design:retail - May/June 2020 - Happenings
design:retail - May/June 2020 - 9
design:retail - May/June 2020 - On Trend: Retail in the Pink
design:retail - May/June 2020 - 11
design:retail - May/June 2020 - Spec Sheet: The Great Outdoors
design:retail - May/June 2020 - 13
design:retail - May/June 2020 - 14
design:retail - May/June 2020 - 15
design:retail - May/June 2020 - Interactive Spaces: Razer
design:retail - May/June 2020 - 17
design:retail - May/June 2020 - Pop-Ups: Backcountry
design:retail - May/June 2020 - 19
design:retail - May/June 2020 - Plugged In: adidas
design:retail - May/June 2020 - 21
design:retail - May/June 2020 - Perspectives: Everything I Learned from Being a Designer at Amazon
design:retail - May/June 2020 - 23
design:retail - May/June 2020 - SPECIAL REPORT: POST-PANDEMIC RETAIL
design:retail - May/June 2020 - 25
design:retail - May/June 2020 - 26
design:retail - May/June 2020 - 27
design:retail - May/June 2020 - 28
design:retail - May/June 2020 - 29
design:retail - May/June 2020 - CANNABIS RETAIL ROUNDUP
design:retail - May/June 2020 - 31
design:retail - May/June 2020 - 32
design:retail - May/June 2020 - Trion1
design:retail - May/June 2020 - Trion2
design:retail - May/June 2020 - Trion3
design:retail - May/June 2020 - Trion4
design:retail - May/June 2020 - Trion5
design:retail - May/June 2020 - Trion6
design:retail - May/June 2020 - Trion7
design:retail - May/June 2020 - Trion8
design:retail - May/June 2020 - 33
design:retail - May/June 2020 - 34
design:retail - May/June 2020 - 35
design:retail - May/June 2020 - 40 UNDER 40
design:retail - May/June 2020 - 37
design:retail - May/June 2020 - 38
design:retail - May/June 2020 - 39
design:retail - May/June 2020 - 40
design:retail - May/June 2020 - 41
design:retail - May/June 2020 - 42
design:retail - May/June 2020 - 43
design:retail - May/June 2020 - 44
design:retail - May/June 2020 - 45
design:retail - May/June 2020 - 46
design:retail - May/June 2020 - 47
design:retail - May/June 2020 - Moment
design:retail - May/June 2020 - Cover3
design:retail - May/June 2020 - Cover4
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https://www.nxtbook.com/nxtbooks/designretail/201603
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https://www.nxtbook.com/nxtbooks/designretail/20141112
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_201308
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201307
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201306
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130203
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_20121112
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_201209
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_201207
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201206
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