Ken­neth Nisch

VM&RD - - CONTENTS - Ken­neth Nisch

We are all fa­mil­iar with the “great shrine” -- The Cash­wrap -- that has been so ubiq­ui­tous in re­tail as both a brand­ing point and as a stop on the con­sumer’s path. Now think of the new tech­nol­ogy … iPad check­outs in the palm of your hand – cre­at­ing the dis­ap­pear­ance of the “great line” at the great shrine, the check­out stop on the con­sumer’s path. This is caus­ing a re­think in store plan­ning and de­sign - all due to this rapid change in tech­nol­ogy. Think about it as a bit like tak­ing some­thing very fa­mil­iar out of an­other part of life (i.e. the uten­sils off the ta­ble at din­ner), and you can see how the move­ment of one el­e­ment that was seen to be so crit­i­cal and ob­vi­ous in the de­sign of a re­tail store im­pacts the rest. Think im­pulse shop­ping, point-of-sale, or some dis­plays -- gone! This rapid change in tech­nol­ogy, while not chang­ing so much the re­tail back of house (i.e. lo­gis­tics, in­ven­tory con­trol, sales re­port­ing) has, and in­creas­ingly will, change the con­sumer’s view of tech­nol­ogy. This “re­boot” is af­fect­ing all types of re­tail, be it brick-and-mor­tar, on­line, and rang­ing from the en­tre­pre­neur­ial start-up through to global com­pa­nies. The key is putting th­ese changes to work for you!


The abil­ity to find re­sources that are “big enough to serve you,” yet “small enough to know you” is key to ex­e­cut­ing this new path to re­tail. While the out­come is ca­sual, the ac­tiv­i­ties, in­put, and re­sources it takes to “ap­pear” ca­sual should not be

At McCormick World of Fla­vors in Baltimore, Mary­land, in­ter­ac­tive sta­tions in­clude five im­mer­sive dig­i­tal en­gage­ments, in­clud­ing one fea­tur­ing Fla­vor­print, a per­son­al­ized fla­vor pro­file

At Hot Topic in Santa Mon­ica, Cal­i­for­nia, a store­front high­light is the unique twisted acrylic prisms where pro­jected im­ages mir­ror what is be­ing dis­played on the back wall screen of mu­sic-re­lated me­dia im­ages. The t-shirt wall is en­hanced by the wall be­ing em­bed­ded with mon­i­tors that were de­signed to show re­lated con­certs and mer­chan­dise. While the Mi­crosoft sur­face ta­bles pro­vides shop­pers a unique way to dig­i­tally ac­cess con­tent in the store such as the brand’s loy­alty pro­gram in­for­ma­tion

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