Technology has changed how we shop and the way brands sell. Chris Aubrey (Dyson) and Kevin Gill (StartJG) set out how to rethink the physical store for this rapidly evolving ‘post-new’ retail landscape, and share six principles that guide their approach to retail design.

1. Kevin Gill & Chris Aubrey
Staying one step ahead:
Physical Retail as Consumer
Service Experience
First presented at the London Retail Expo 2015
>This is an interactive presentation with links to additional video content

2.
Technology has changed how we shop
and the way brands sell.
Chris Aubrey (Dyson) and Kevin Gill (StartJG)
set out how to rethink the physical
store for this rapidly evolving ‘post-new’
retail landscape, and share six principles
that guide their approach to retail design.

3.
The following projects have one thing in
common:
They are all consumer experiences designed
to help brands adapt and reinvent what’s
possible for the physical store.

4. Adidas miCoach Core skills
click to view >

5. Adidas Virtual Wall
click to view >

6. Samsung Product Selector
click to view >

7. The physical store holds many
exciting opportunities for
brands to get closer
to their shoppers and
build loyalty

8. How can we evolve the physical
store to stay ahead in this ever-
changing world of retail?
‘Continuous change’ has been the constant theme for retail over the last few years –
it’s a sector that’s endlessly evolving. The global financial crisis combined with huge
advances in technology have been, and will continue to be, transformative for the
retail sector – as businesses respond in new ways to a more informed and
demanding consumer.
Let consider this change briefly

9. “22% of UK high street
stores predicted
to shut by 2018”
Centre for Retail Research

10. “UK Online sales expected
to increase by 16.2%
this year”
RetailMeNot and the Centre for Retail Research

11. “And mobile now accounts
for 40% of all online
UK retail sales”
IMRG/Capgemini

12. “86% of consumers
globally shop across
two or more channels”
PWC

13. “Click and Collect UK sales
expected to rise by 82%
in next 5 years”
Verdict Research

14. How can we support the
empowered consumer and
make them good for
business?
An over-riding challenge for retailers is how to use the store to support
shoppers to shop how they want to – as we know this is very different now to
what it was even five years ago. And will be different again in another five years.

15. “1 in 4 mobile commerce
sales are now completed
through smartphones,
compared to 1 in 5 a year
ago”
IMRG/Capgemini

16. “40% of consumers rate
convenience – shopping when
and where they choose – as one
of their top three priorities when
shopping”
Retail 2015, Retail Week and Kurt Salmon

17. How can we rethink
the store as connected
consumer service experience?
The store can no longer be a discrete space where something specific happens – not
a place to just store and display products for people to buy – but a connected space
that’s integral to the total customer experience a brand offers.
As the retail sector continues to evolve it will continue to be defined by the consumer
and their access to, and use of, increasingly sophisticated connected devices.

18. “By 2020 an estimated
50 billion devices will be
connected to the internet”
A Strategist’s Guide to the Internet of Things’ Strategy&,
2014
‘

19. Channels as we know them
now will give way to
ecosystems of connected
service experiences, each
experience shaped around
specific consumer needs
and wants.

20. How do we create a
connected consumer
experience ?

21. Our approach is grounded
in service design:
- Informed
- Balanced
- Integrated
- Holistic

22. Six Steps
to Creating a Connected
Consumer Experience

23. Put consumers at the heart
and in context
1 of 6

25. Make Stores Smart
2 of 6

27. Validate Purchases
3 of 6

29. Empower your Front Line
4 of 6

31. Make the Experience
Relevant
5 of 6

33. Go Beyond the Physical
6 of 6

35. How can we use design
thinking to solve business
problems for brands and
retailers?

36. Adopt a channel agnostic
mindset

37. Nurture an anti-
disciplinary, anti-silo
approach

38. Act holistically

39. Think ecosystem

40. Work collaboratively

41. Thank you
To find out more and carry on the
conversation contact:
Kevin Gill - kevin.gill@startjg.com