Radical Ideas
IN: Retail Store Design| Shopper Marketing
ARTICLE POSTED BY: admin
Recession or no, our research shows that shoppers enjoy finding something new in the store. It’s human nature. Whenever retailers bring energy and inspiration to the game—even when shoppers are thinking long and hard before opening their wallets—they still give the store credit for a better shopping experience. And from a better experience comes all good things: the engagement, loyalty and bottom-line bolstering that smart businesses seek.
“Something new” encompasses a lot of territory. It can be a new prototype, a store-within-a-store, a value product, a time-saving service or an educational program. For our client Burger King, it’s a combination of value and excitement, from Burger Shots to the Whopper Bar, a hip new restaurant design we helped them create.
The Whopper Bar is a great example of what many brands are trying to do right now—be more interruptive, opportunistic and dramatic with their innovations.
A key differentiator of the BK brand is flame-broiled burgers. We brought this attribute to life through various design elements. The overall look is darker and urban-industrial with textures of fire and metal, yet the space is simple to use and friendly. The smaller footprint of this concept has opened doors to new real estate opportunities. That plus the revitalized business brand strategy is helping BK enter venues no one would have considered them for previously.
One of the mistakes made most with new concepts is the lack of an idea that’s powerful enough to get you where you want to go. Companies know that doing something is better than doing nothing. And some are closing under-performing stores intending to do a better job with their best stores. But if your goal is disruption, you’ve got to really fire up the passion around your brand and find an aspect to dramatize.
The second most common mistake in retail seems to be lack of speed. While looking back on other times of crisis, a CEO of a dot-com recently recalled how his company managed to survive and thrive because he pushed for radical new ideas. But in hindsight he realized his biggest mistake was moving too slowly. Had he been quicker, he’d have a bigger share of the market today. The same often happens in retail.
Last year our clients were urgently asking us for “Quick Wins” in the store. This year they are more cautious. Despite the increased challenges facing them, moves are being carefully evaluated to minimize risk and preserve capital. But time is of the essence. We can’t let uncertainty rule. Surveys suggest that shoppers are taking more time to research their purchases both at home and in the store. That means they’re looking at your competition.
Most companies are quick to cut costs, but slow to find and execute the ideas that deliver a new bundle of value to the customer who’s looking for a retailer to help them reach a balance between frugality and the indulgences they’ve had to give up.
Today you can tap into the many innovative tools that help speed up decision making, such as research and modeling to create a business case for change or to deliver the solid insights needed in the creation of fresh strategies. Collaboration tools can help cut across silos so you can speed up productivity. You can make decisions with a replicable process that offers scale, speed and flexibility.
There are also optimization tools available. We’ve got one of the best that keeps proving itself very powerful and effective, StoreBoard. So if it’s simply not wise to make a radical change to your business, you can still do what you do better than anyone else. A top priority for your brand right now is generating ideas for improving relationships with customers. We’ve noticed creative retailers are putting more emphasis on service, getting credit for solving customer problems and earning trust. That will definitely score points.
Whether you decide on a dramatic brand update or a more simplified retail experience that’s emotionally engaging, the intelligence and invention available today can help you look past the challenges to see the opportunities. You can add intensity and difference without compromising—sort of like Angry Sauce on a Whopper.
Thoughtfully,
D. Lee Carpenter
As a consumer, it’s refreshing to see that many retailers are putting so much effort in improving their shopping experience.