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PIRCH: THE REINVENTION OF RETAIL
JEFFERY SEARS, CEO, PIRCHCHRISTIAN DAVIES, ECD AMERICAS, FITCHIRDC2014
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WHAT WE’LL BE COVERING TODAY
WHERE THE CONCEPT STARTEDHOW IT TOOK SHAPETHE JOURNEY TO OPENINGHOW IT HAS BEEN RECEIVEDWHY WE THINK IT’S DIFFERENTQ&A
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OUR STORY BEGINS...
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Kitchen. Bath. Outdoor. Joy.
Brand Identity
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Every great idea starts with a steadfast refusal to accept what is.
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Conventional thinking has its place. This is so not that place.
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The status quo. Yet another casualty in the war against boring.
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Our approach to everything is always the same: different.
In the world of business, there are those who embrace the status quo.
And then, there are those who embrace the status quo just long enough to give it a swift kick to the shin before showing it the door.
Meet Fixtures Living.
An idea as much as a company, Fixtures Living comprises a seasoned group of like-minded, forward-thinking, passionate professionals who looked at
an entire industry and said (in the immortal words of Los Lobos):
“Is this all there is?”
It appears to be a question, but it’s really a philosophy — of rejecting outmoded paradigms. And of creating meaningful, engaging experiences.
Fixtures Living believes that “conventional thinking” is not really thinking at all; that current models — based on moving boxes
out of showrooms, onto trucks and into homes — is emphatically not a model way to do business.
Today, the industry is largely appliance-centric — when, in fact, it should be consumer-centric. To that end, Fixtures Living does not ask visitors what they’d like to buy, but rather, how they’d like to live.
Such an inquiry represents a substantial shift — away from selling sheet metal, and toward providing long-term lifestyle experiences.
Simply put, Fixtures Living is redefining the role a store can play in this sector. Not content to merely write up a sales ticket, Fixtures Living embraces its duty as a trusted ally in the quest to realize the visions of its clients.
As a result, the shopping experience is being transformed — from a mercenary transaction into a meaningful journey.
And, at the end of the day, it is this very dynamic that permits Fixtures Living to provide its clients with the single most compelling and unique brand promise in the business:
Kitchen. Bath. Outdoor. Joy.
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Who You Aren’t is as important as Who You Are.
FIXTURES LIVING IS NOT:
An appliance store
Predictable
Ordinary
Purchase-focused
Product-focused
Vendor-focused
Discount / Deal-focused
High-pressure / Pushy
Pretentious / “High Brow”
FIXTURES LIVING IS:
Innovative
Progressive / Ahead of the Curve
Experiential
Passionate
Knowledgeable
Irreverent / whimsical
Fun
Engaging
Unpretentious / “No Brow”
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THE FIRST DATE...
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“REMEMBER THE LAST TIME YOU HAD FUN SHOPPING FOR APPLIANCES? ...NEITHER DO WE.”
THE ASK
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RABBIT WARRENIMPOSSIBLE MAZERETAIL PURGATORYSHOPPING HELL
SOME COMBINATION OF...
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IN SHORT, WE NEEDED A REVOLUTION
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THE PITCH
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FOOD THEATER
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(AFTER A BIT OF A DANCE...)
FITCH WON THE JOB...
FORTUNATELY
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SAN DIEGO
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SAN DIEGO
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THE GENERATOR
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BIG IDEA 1: FORGET EVERYTHINGOR AT LEAST EVERYTHING YOU KNOW ABOUT RETAIL
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WHICH WASN’T DIFFICULT TO DOTuesday, August 26, 14
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BIG IDEA 2: RETHINK EVERY STEPFROM THE BEGINNING TO THE END
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BIG IDEA 3: A STORE THAT ISN’T A STOREBECAUSE IT’S NOT A STORE, IT’S A JOURNEY
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BIG IDEA 4: SELLING WITHOUT SELLINGFOCUS ON CONNECTIONS OVER CONVERSIONS
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BIG IDEA 5: EMBRACE YOUR MISSIONBECAUSE IT’S ABOUT MORE THAN JUST SHIFTING STUFF
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BIG IDEA 6: THE POWER OF EXPERIENCEBECAUSE ABSOLUTELY NOTHING WILL EVER BEAT IT
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DEFINITION
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ATTRIBUTES
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WELCOME
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(UK�`L[��^OPSL�^L�^HU[�[OLT�[V�SVZL�[OLTZLS]LZ�PU�[OPZ�PTTLYZP]L��SHUKZJHWL��[OL`�ZOV\SK�UV[�MLLS�SVZ[��;OLYL�ZOV\SK�IL�ZVTL�VYKLY��[V�[OL�QV\YUL`�HUK�P[�ZOV\SK�MLLS�PU[\P[P]L�[V�[OLT�
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• KEEP THEM OPEN TO POSSIBILITY
• LET THEM LOSE THEMSELVES, WITHOUT GETTING LOST
• DON’T STIFLE THEM, OR INTRODUCE BARRIERS
• LET THEM DREAM...BY THEMSELVES
• CREATE A SPACE THAN UNFOLDS INTUITIVELY
• MOST OF ALL, DON’T CREATE A SPACE THAT FEELS LIKE A HARD SELL
FANTASIZE
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• BRING THE PRODUCTS TO LIFE
• DREAMING TO EXPERIENCE, EDUCATION AND INSPIRATION
• COOKING ALONG SIDE OUR CHEFS
• TAKING A DIP
• GRILLING OUT (WHILE BEING IN)
• A FEAST FOR THE SENSES – SIGHTS, SOUNDS AND SMELLS
EXPERIMENT
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>OPSL�H�ZWHJL�MVY�YLÅLJ[PVU��JVUZPKLYH[PVU�HUK�MVJ\Z�[OPZ�PZ�HSZV�H�ZWHJL�PU�^OPJO�[OL�N\LZ[�JHU�Z[PSS�IL�PUZWPYLK�
;OPZ�PZ�YLÅLJ[LK�PU�[OL�ZLJVUK�ZWHJL�PU�[OL�YLHSPaL�WOHZL�VM�V\Y�^VYR��[OL��JLU[YHS�SPIYHY`·HU�VWLU�JVSSHIVYH[P]L�LU]PYVUTLU[�^OLYL�^L�^VYR�[VNL[OLY��[V�ÄUHSPaL�[OL�KL[HPSZ�VM�[OL�WYVQLJ[�H[�OHUK�
• FROM THE OPEN FLOOR TO A MORE PRIVATE SETTING
• HUMAN SCALED AND FURNISHED LIKE A HOME
• VIEWS OUT OVER THE STORE, BUT QUIET FOCUSED SPACES
• CALLED DREAM ROOMS, TO CONNECT THE JOURNEY
• BACKED WITH CUTTING EDGE TECHNOLOGY
• BUT STILL A HIGH TOUCH EXPERIENCE
REALIZE
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• A FINAL THANK-YOU
• A WAY TO TAKE SOMETHING HOME
• THE PROMISE OF A SMOOTH EXPERIENCE TO COME
• THE CHANCE TO COME BACK TO CONTINUE THE JOURNEY
UTILIZE
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THE SECOND CONCEPT
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THE DESIGN
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.9(7/0*:!�20;*/,5�7@365
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ON SITE
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THE FIRST FINAL PRODUCTCOSTA MESA CA, OCTOBER 2011
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JOYFUL EXPERIENCES
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LOGO GUIDELINES
pirch logoThe most visible and recognizable expression of our brand, the Pirch logo should always be used to identify and unify all our communications. Whenever possible, the logo should be placed on a white background.
1
THE NAME CHANGE
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UTC, SAN DIEGO
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LIVE JOYFULLY
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GLENDALE, CA
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OAKBROOK, IL
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DALLAS, NORTH PARK
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ATLANTA, LENOX
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RDI Store of the Year Awards
Award of Merit, Innovation AwardARE Store of the Year Awards
2012: Grand Prize Sustainability, Outstanding Merit Hardlines, Elements Award: Communications2014: Grand Prize Hardlines, Elements Awards: Communications, Presentation, FixturesHub Prize
Gold MedalCSA Store of the Year Awards
2011: 1st Place Hardlines 2013: 1st Place HardlinesCSCA Creative Best
Best of CategoryWPPed Cream Awards
Highly CommendedRetail Week Awards
Gold Medal Large Format StoreSADI
1st Place New PrototypeCosta Mesa Planning Commission
Mesa Green Award for Sustainable DesignVMSD Retail Renovation Project
1st Place in Category
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