future of retail - analyzing trends | parsons - fall 2013

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THE FUTURE OF PHYSICAL RETAIL André Grochowicz and Marcus Ryde Parsons The New School for Design | Analyzing Trends Fall 2013

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The future of Retail by André Grochowicz and Marcus Ryde

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Page 1: Future of Retail - Analyzing Trends | Parsons - Fall 2013

THE FUTURE OF

PHYSICAL RETAIL

André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013

Page 2: Future of Retail - Analyzing Trends | Parsons - Fall 2013

The digital will be so signi�cantly integrated in the physical space that we will not be able to

separate the physical space of retail from the virtual space of e-commerce.

HYPOTHESIS

André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013

Page 3: Future of Retail - Analyzing Trends | Parsons - Fall 2013

FORCES

ECONOMY

André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013

"...Retail chains are a fundamentallyimplausible economic structure ... You combine the �xed cost of real

estate with inventory, and it puts every retailer in ahighly leveraged position...

It just doesn’t make any sense for all this stuff to sit on shelves...

-Marc Andreessen.

http://www.businessinsider.com/retail-stores-will-die-

says-marc-andreessen-2013-1#ixzz2nOPwxf5M

Page 4: Future of Retail - Analyzing Trends | Parsons - Fall 2013

NEW URBANISMMOVEMENT

FORCES

"For the �rst time in more than 60 years, more people moved into New

York City than out last year.”

http://www.huf�ngtonost.com/2013/03/14/

new-york-city-population-highst_n_2876463.html

André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013

330 Shanghai's in China by 2020-BCG 2010 Urban Income Forecast Model

Page 5: Future of Retail - Analyzing Trends | Parsons - Fall 2013

TECHNOLOGY

FORCES

André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013

En route to the store, 70%of smartphone shoppers use a store locator to plan their shopping trip.

-Nielsen

42% of consumers chose �nding a better price online as their reason for purchasing online after shopping in a store. -RIS/Cognizant

Page 6: Future of Retail - Analyzing Trends | Parsons - Fall 2013

THEMES

André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013

SHOWROOMING

MULTICHANNEL APPROACHNEED FOR REAL LIFE EXPERIENCE

19% of consumers leave a store and look for lower prices online.

-RIS/Cognizant

Page 7: Future of Retail - Analyzing Trends | Parsons - Fall 2013

THEMES

André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013

LACK OFHUMANESS

AUTOMATED EXPERIENCE

"Customers today want retailersto be less about well-orchestratedbrands and carefully rehearsed

answers and more about transparency,authenticity and passion. "

- IDEO

P. 48 / Rotman Magazine Winter 2012

http://www.ideo.com/images/uploads/ news/pdfs/

THE_FUTURE_OF_RETAIL.pdf

Page 8: Future of Retail - Analyzing Trends | Parsons - Fall 2013

TRENDS

André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013

LOCALIZATION

THE SPACE IS PART

OF THE COMMUNITY

NEW URBANISMMOVEMENT

“McDonald’s already conquered the global segment with

little adaptation of its menu. But conquering the local

segment can be very costly, as the company must come

up with a highly localized menu which competes head to

head with local restaurants.”

-Forbes

http://www.forbes.com/sites/panosmourdoukoutas/2013/11/23/m-

donalds-three-strategies-to-re-ignite-sales-growth/

Page 9: Future of Retail - Analyzing Trends | Parsons - Fall 2013

NARRATIVE

TRENDS

André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013

“Le Pain Quotidien transports its customers to the Belgian countryside and a simpler way of life”.

http://www.redhotmarketingblender.com/2012/06/creating-

[The Growth we see in the economy today is built on a new narrative, which have Shifted from] “Having to Being.”

-Boston Consulting Group

http://www.luxurydaily.com/wp-content/up-

loads/2013/05/BostonConsultingGroup1.pdf

Page 6.

CONSUMERS WANTS TO BE PART OF AN AUTHENTIC STORY

authentic-brand-experiences-le-pain-quotidien%E2%80%8F/

Page 10: Future of Retail - Analyzing Trends | Parsons - Fall 2013

MODULARITY

TRENDS

André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013

ABILITY TO TRANSFORM THE CONTEXT OF THE SPACE WE FIND OURSELVES IN

ECONOMYREAL ESTATEHIGH PRICES

Page 11: Future of Retail - Analyzing Trends | Parsons - Fall 2013

CODES

André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013

CRAFTSMANSHIP

“Today’s consumer has vastly different and more sophisticated expectations

of product, service, value and environment than �ve

or even three years ago. -Ian Geddes (Partner at Deloitte)

http://www.deloitte.com/assets/Dcom-Germany/Local%20

Assets/Images/06_CBuT/2013/CB_R_store_of_the_future_2013.pdf

Page 12: Future of Retail - Analyzing Trends | Parsons - Fall 2013

CODES

André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013

EXPLORATION

“ Transformation of the ordinary and expected into an innovative

and evolved experience. Think of Apple reinventing the look of the personal

computer (and portable music player) or JetBlue and Virgin bringing style (back)

to airline travel to meet and evolve the desires of their consumers.”

-Forbeshttp://www.forbes.com/sites/onmarketing/2013/12/03/

how-to-build-brand-love-via-designed-serendipity/“A lot of times, people

don’t know what they want until you show it to them.”

-Steve Jobs

Page 13: Future of Retail - Analyzing Trends | Parsons - Fall 2013

CODES

André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013

SERENDIPITY

“When you receive acknowledgement – no matter

how big or small, that positive mutual exchange

leads to a deeper connection that creates

emotional stickiness to your brand. Brands like

Starbucks and Fidelity are masters at building

connections that drive loyalty and create

a sense of comfort.”

-ForbesDesigned Serendipity

http://www.forbes.com/sites/onmarketing/2013/12/03

/how-to-build-brand-love-via-designed-serendipity/

Page 14: Future of Retail - Analyzing Trends | Parsons - Fall 2013

CODES

André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013

HUMAN

“A service experience that delivers unexpected

authenticity, expertise, and a genuine sense

of connection that is memorable. Brand recall

starts with making an impression. If this

impression touches all our emotions, and recalls

happy times/places/people, like Disney

– what results can be magic.”

-Forbeshttp://www.forbes.com/sites/onmarketing/2013/12/03

/how-to-build-brand-love-via-designed-serendipity/

Page 15: Future of Retail - Analyzing Trends | Parsons - Fall 2013

SUBCULTURE

André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013

THE MAKERMOVEMENT

"[The maker movement] is about man taking over the machines again and being empowered.”

- Chad Dickerson (Etsy CEO)http://www.forbes.com/sites/techonomy/2013/09/25/

how-the-maker-movement-is-reinventing-retail/

SOCIAL SPACE

THEATERVISIBLE PROCESS

CLIENTS

ARE THE

DESIGNERS

Page 16: Future of Retail - Analyzing Trends | Parsons - Fall 2013

TREND OPPORTUNITIES

André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013

- BRING THE CONSUMER INTO THE PROCESS

- BREAK THE AUTOMATION, CREATING MORE GENUINE AND HUMAN EXPERIENCES

- FOCUS ON THE PROCESS OF MAKING, REENFORCING CRAFTSMANSHIPAND GENERATING A NICE NARRATIVE

- GIVE POSSIBILITIES FOR THE CLIENTS TO EXPLORE

Page 17: Future of Retail - Analyzing Trends | Parsons - Fall 2013

WARBY PARKER

CLIENT

André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013

Page 18: Future of Retail - Analyzing Trends | Parsons - Fall 2013

IDENTIFIED STRENGTHS

André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013

HOME TRY-ON LOCALIZATIONSCHOOL BUS

BOOKSPOP-UP RETAIL

Page 19: Future of Retail - Analyzing Trends | Parsons - Fall 2013

FUTURE ACTIONS

André Grochowicz and Marcus RydeParsons The New School for Design | Analyzing Trends Fall 2013

SHOWMANSHIP

THEATERCOLLABORATIVE

CRAFTSOCIAL SPACE

AUTHENIC

PROCESS