- World Retail Congress

Transcription

A BUSINES S REPORT BY LIGANOVA
8 TO 10 SEP TEMB ER , ROME
L I G A N O VA . C O M
WORLD
RETAIL
CONGRESS
2015
WORLD RETAIL CONGRESS 2015
OUT WITH THE OLD –
NEW MODELS IN RETAIL
If there’s one constant in the complex world of retail, it’s change. Disruption, brought about by ubiquitous
digitisation, comes in many forms, but the outcome for businesses is the same: be dynamic or die.
The World Retail Congress is an annual event that addresses contemporary issues in the industry, calling on a
diverse selection of experts to discuss emerging challenges, opportunities and new business models.
Now in its ninth installment, the WRC was this year held in Rome with “transformation” as its overarching theme.
Contributions in the form of panel discussions and keynote speeches, came from the likes of Eataly Founder Oscar
Farinetti, Deloitte Chief Global Economist Dr. Ira Kalish, Levi’s Executive VP James Curleigh, Bang & Olufsen
Creative Director Johannes Torpe and Google’s Global Vice President of Product Management, Jonathan
Alferness.
2
The Omnichannel paradigm is no longer a prediction. It’s arrived. Conversations at the congress revolved
around aspects such as the changing – not diminishing – role of physical space, increasing demand for instant
gratification, the democratisation of luxury, the role of leadership and experiments in futureproofing.
We’ve compiled a selection of the most interesting and useful findings from across the three-day event, which together
present a set of strategies for surviving in an unprecedented retail environment.
4
INNOVATION, CHANGE AND THE CUSTOMER
5
FUTUREPROOFING THE PHYSICAL –
DIRECTIONAL STORE DESIGN
11
INSTANT GRATIFICATION –
RETAIL AND THE DIGITAL CONSUMER
15
RETAIL BUSINESS MODEL OF THE FUTURE –
A STUDY
21
THE NEW DIGITAL FACE OF LUXURY BRANDS
25
RETAIL – THE NEXT GENERATION
31
THE VOICES OF RETAIL –
KEY LEARNINGS ACROSS THE CONGRESS
3
CONTENTS
This year’s personal highlights from
WRC Chairman Ian McGarrigle
If you could sum up the conclusions of
this year’s congress into three words,
what would they be?
If I had to summarise the key messages
from the Congress I would probably say
that retailers need to put: “Innovation”,
“Change” and the “Customer” at the
heart of everything they do to be fit for
tomorrow’s challenges.
Ian, who or what was your personal
highlight from WRC 2015?
There are many – starting with Rome
itself which was a fantastic venue and
location for the Congress, which really made it an outstanding year. But my
other highlights would include the key-
note addresses by James “JC” Curleigh,
the Global Brand President for the Levi’s
Brand, Olaf Koch, the CEO of Metro,
the fantastic and charismatic Oscar
Farinetti, the Founder of Eataly, and
then it was amazing to hear from the inventor of the World Wide Web, Sir Tim
Berners-Lee.
The WRC has been running for nine
years now. How has the event evolved
over that time, and what aspects have
remained consistent?
The retail world has changed enormously since we launched in 2007. Then
the focus was very much on the huge
opportunities of international expan-
sion and the opening up of new markets
such as China, India, Russia and Brazil.
That all changed when the global recession hit in late 2008, coupled with the
digital revolution that started to build at
the same time. So I would say the issues
and the retail climate have changed,
but what hasn’t is the role and format
of the Congress in bringing together
retail leaders in a way that they can
focus on the big issues, share their
experiences and ideas and hopefully
take away valuable insights that they
can apply to their businesses.
worldretailcongress.com
IAN MCGARRIGLE,
WRC CHAIRMAN
4
INNOVATION, CHANGE
AND THE CUSTOMER
5
FUTUREPROOFING
THE PHYSICAL –
DIRECTIONAL
STORE DESIGN
F U T U R E P R O O F I N G T H E P H Y S I C A L – D I R E C T I O N A L S TO R E D E S I G N
INNOVATIVE
RETAIL CONCEPTS
ACROSS THE GLOBE
AND THE NEW RULES
OF STORE DESIGN
Real-world spaces are gaining new significance
as consumers place value on human contact.
In the context of this new world order, brands
are turning to ever more innovative store design,
employing a range of techniques and technologies to meet contemporary consumer demand.
International design retail journalist John Ryan
kicked things off with his pick of brands exploring new directions in retail store design.
6
BELGIUM, OVERIJSE
CRU
cru.be
Belgian supermarket chain Cru’s “farm to fork” store is set in a former
farmhouse in Overijse, and sells mainly local and organic products.
This local character is paired with forward-thinking tech in the form of
tablets that customers use to scan items they want to purchase.
THE NETHERLANDS, ROTTERDAM
ITALY, MILAN
MARK THAL
COOP
Reflecting the online marketplace, Markthal Rotterdam combines
traditional food stalls and retail outlets, as well as creating a space
for local events that bring together the community.
Revealed at the Milan EXPO this year, Coop Italia’s “store of the
future” displays detailed digital information about each product, such
as its source, ingredients and carbon footprint.
markthal.nl
e-coop.it
7
USA, SAN FRANCISCO
USA, NEW YORK
TARGET OPEN HOUSE
MAS T BROTHERS
US retail giant Target has launched Open House in San Francisco,
allowing visitors to test out gadgets and smart devices within a futuristic transparent model of a home.
Riding a wave of Brooklyn buzz, the Mast Brothers traversed the pond
to arrive in London’s hip Shoreditch with a sophisticated, multifunctional
shop and cafe space, which also incorporates a factory that churns out
freshly made chocolate.
target.com
mastbrothers.com
8
UNITED KINGDOM, LONDON
GERMANY, MUNICH
BOTTLEDOG
ROSE BIKETOWN
Bottledog’s “one stop hop shop” is a craft beer concept boutique in
London’s King’s Cross stocking hundreds of varieties and with a staff
of highly trained connoisseurs behind the counter.
Rose Biketown in Munich confounds expectations with a multimedia
concept store that fuses technology and design, allowing customers to
configure their dream bike on a tablet.
brewdog.com
rosebikes.de
9
6
NEW RULES OF STORE DESIGN
�
TECH IS
IN-YOUR-FACE OR
INVISIBLE
�
SHOPPERS
MAY EXPECT
MORE FROM LESS
BIG STORES
FEEL
SMALLER
INSTORE
PRODUCT INFO
MAY BE USEFUL
�
SMALL STORES
ARE MORE
SPECIALIST
�
�
IN THE FUTURE
MORE HUMANITY
WILL BE THE NORM
10
�
THE
INSTANT
GRATIFICATION –
RETAIL AND
THE DIGITAL
CONSUMER
11
HOW TO MEE T THE DEM AND
F OR RELIABILIT Y AND IM MEDIAC Y
TOMORROW IS TOO LATE
NOT FOCUSING ON SUSTAINABLE
SOLUTIONS CAN LEAD TO A
According to Henri Seroux, Senior VP at Manhattan Associates, for many consumers, tomorrow is no longer acceptable
when it comes to online shopping. While next-day delivery
is now the norm, 20% of Brits surveyed would like to see a
“same day” option, with over a third of those stating a preference
for a two-hour timeframe.
��%
��%
OF BRITS WOULD LIKE
A SAME DAY DELIVERY OPTION
I N S TA N T G R AT I F I C AT I O N – R E TA I L A N D T H E D I G I TA L C O N S U M E R
NON-RETURN RATE
SUSTAINABLE SOLUTIONS
The answer? Don’t overpromise. “Make sure you’ve got what
it takes to deliver what, when and where the customer wants
before you commit,” said Seroux. “Break down the siloes in
your organisation, integrate your inventory across channels,
ensure you have visibility across every node in your network
and make that view available to all sales channels and most
importantly, the customer.”
12
LOGISTICAL CHALLENGES
THE ANSWER?
DON’T OVERPROMISE
Approaching this challenge has seen different responses on
either side of the Atlantic. In the US retailers have focused on
building robust infrastructure, whereas in Europe the priority
has been the customer, and this has led to a number of quick
fixes rather than sustainable solutions. This can be risky as it
holds the potential to let customers down, and thereafter 40%
of them never return.
GOOGLE SHOPPING
MOBILE SEARCH
IS CONTINUOUSLY GROWING
MOBILE: A TECHNOLOGY REVOLUTION
3�%
INCREASE IN
“NEAR ME” SEARCHES
13
“At Google we think we are at the very dawn of the technology revolution,” said Alferness. “Mobile search exceeds desktop
search in ten countries, including the US and Japan... We have to
add more users and more devices. What happens as users and
devices grow literally over time? It’s the connection that starts
to grow exponentially. We believe that, at least for now, mobile
devices will be at the very centre of this connected world.”
Google are ahead of the curve when it comes to online shopping. Global VP of Shopping Products Jonathan Alferness
announced the company’s intention to become “the ultimate
shopping assistant” with their new platform Google Shopping.
Leveraging unparalleled amounts of data to adapt dynamically to consumer trends, Google is putting increased focus on
local inventory ads, following a 34% increase in “near me”
searches, which plot physical stores on a map and allow for
instantaneous purchasing in the real world.
ARTIFICIAL INTELLIGENCE –
ETHICS AND OPPORTUNITIES
Sir Tim Berners-Lee knows a thing or two about the Internet and
its mysterious ways. He invented the World Wide Web back
in the early ’90s, and spoke at the WRC about a number of
big picture issues relating to retail in an era of unprecedented
connectivity. When it comes to instant gratification, Artificial
Intelligence will play an increasingly important role. But with
this new technology comes some big questions to consider.
"The ethical debate is about who
Artificial Intelligence works for."
“Gamification will allow e-commerce
segments to engage with narrow
selections and high quality.”
WILLIAM WOLFRAM, FOUNDER OF DEALDASH
GAMIFYING THE RETAIL EXPERIENCE
The success of companies like DealDash provides more proof
of consumers’ desire for instant gratification: a particular
challenge for brands working with an auction model. Founder
William Wolfram came up with an ingenious solution: shoppers pay to play, but are offered the option of purchasing lost
items at their retail price.
14
SIR TIM BERNERS-LEE
“When I tell my phone I’m hungry and feel like eating Chinese
it raises a really interesting question. Who is Siri working for?
Is Siri working for me? Is it Siri’s job to find me the best Chinese
meal or is Siri working for Apple and trying to get as much money as possible for Apple by auctioning the fact that they have a
hungry consumer attached to it and desperate for food?”
RETAIL BUSINESS
MODEL
OF THE FUTURE –
A STUDY
15
Planet Retail Global Insight and Strategy Director Nick Everitt and Academic Director of Oxford University’s
Säid Business School Dr. Jonathan Reynolds presented the WRC’s inaugural research study into retail’s
business model of the future. *
Efforts to create seamless shopping experiences are important, but retailers
should take solace in the fact that global shoppers are, on average, driven in
their choice of retailer by convenience,
a broad product range, reputation, enticing promotions and being rewarded
for their loyalty.
Basics such as convenience, choice, big
brands and trust appear to be resilient.
However, even these are becoming harder to achieve as expectations rise. Consumers want the shortest, easiest and
most enjoyable route to their purchase.
Retailers are endeavouring to satisfy an
“instant gratification generation”.
Even within these broad categories of
the market, there are important differences by country.
* Their respective organisations collaborated to survey 13,500 shoppers across 15 countries, revealing drivers and influencers of consumer behaviour across developed and emerging markets.
Though we can see an increasing concurrence between emerging and developed markets on the top ten factors of retailer choice, there remain a few key distinguishers. Convenience of location is
number one for developed markets, for instance, whereas trust takes the top spot for emerging. For developed markets, trust is 4th place; emerging markets place rewards for loyalty at number 4.
Source: Planet Retail, The Retail Business Model of the Future: Adapting to the changing global shopper, 2015
THE RETAILER
REALITY CHECK
16
R E TA I L BU S I N E S S M O D E L O F T H E F U T U R E – A S T U DY
Across all markets, speed as an aspect
of convenience is becoming increasingly significant. Omnichannel elements
are present in the global top 10 of retail choice, with the ability to return
goods to the nearest store at number 5,
flexible online delivery at number 9 and
convenient collection points at number
10. Speed is clearly not the only factor.
Choice and convenience are becoming
hugely influential in consumer decision
making.
TOP 10 RANKED FACTORS WHEN CHOOSING A RETAILER (%)
ALL MARKETS
DEVELOPED (AVERAGE)
EMERGING (AVERAGE)
1
Conveniently located
Trusted retailer
2
Broad assortment
Broad assortment
Broad assortment
3
Brands I like
Brands I like
Brands I like
4
Trusted retailer
Trusted retailer
Loyalty rewarded
5
Returns to nearest store
6
Appealing promotions
Loyalty rewarded
7
Loyalty rewarded
8
Loyalty scheme
Loyalty scheme
Loyalty scheme
9
Flexible delivery online
10
Convenient collection points
REDEFINING CONVENIENCE
17
REDEFINING CONSUMER ENGAGEMENT – FACTS AND FIGURES
42%
57%
38%
57%
of shoppers claim their
retailer of choice is
influenced by receiving
more personalised
experience that is
tailored and relevant to
their needs.
of shoppers suggest
their retailer of choice is
influenced by appealing
promotions instore and
online.
of shoppers want to
receive real-time
promotions & discounts
for which they might be
eligible when instore.
of shoppers’ retailer of
choice is influenced
by being rewarded for
their spending and
loyalty.
18
LOCATION AND CONVENIENCE ARE STILL
THE MOST IMPORTANT FACTORS
CONVENIENCE IS MORE THAN
JUST LOCATION
A CHANGED MAKEUP OF CUSTOMER
ENGAGEMENT
Some of the basic elements of retail
re
main relevant. Location and convenience are still the most important factors for shoppers when choosing a retailer, particularly in established markets.
But the meaning of convenience is chang
ing, and is about more than just location. Retailers must satisfy this generation’s need for instant gratification,
with speedy service, flexibility and choice.
The makeup of customer engagement
has transformed. Delivering the basics
is becoming more challenging, complex
and expensive.
IMPLICATIONS
THE TROUBLE WITH TECHNOLOGY
Shoppers want technology combined with service. A majority of shoppers understand both the potential of technology to improve their shopping experience and value its role in creating a stimulating store environment…
38%
of shoppers’ choice of retailer is influenced by a compelling instore
environment (e.g. inspirational displays, technology linking to retailer’s website)
19
43%
53%
56%
of shoppers agreed that
“salespeople instore are useful in
helping them decide what to buy”.
of shoppers’ retailer of choice is
influenced by staff interacting with
them instore.
of shoppers feel that technology makes their shopping
experience better.
… but also want to engage with staff instore as well as with technology…
… yet their experience with that technology leaves considerable room for improvement.
only
only
only
only
8%
11%
12%
15%
of shoppers have had
a good experience
using a stationary instore
kiosk/terminal/tablet
when in a retailer’s store
to view their website/
receive additional
information
a good experience
engaging with
“an employee equipped
with a tablet computer
to view the retailer’s
website/receive
information”.
a good experience
using an interactive
display/wall to search
for product ideas, get
product recommendations/suggestions.
a good experience
using their mobile phone
or tablet to access a
retailer’s free Wi-Fi
when instore.
THE TROUBLE WITH TECHNOLOGY
20
THE NEW
DIGITAL FACE
OF LUXURY
BRANDS
21
WHY TECHNOLOGY MATTERS
IN LUXURY
As the luxury goods industry turns to technology to adapt to the 21st century, it must also strike a balance
between appealing to millenials and preserving its unique, traditional and exclusive image. *
T H E N E W D I G I TA L FAC E O F L U X U RY B R A N D S
Luxury brands have been slow to adapt to technology in the past, wary of the risk that they may be perceived as down-market,
their brand heritage and exclusivity somehow tainted or lessened. That’s all changed in the last couple of years, as these brands
see that it’s no longer just about digital marketing; it’s about engaging consumers on a number of digital levels and incorporating
technology thoroughly into the identities of their products.
A GREATER EMPHASIS IS PLACED
ON PRODUCT DEVELOPMENT IN
ORDER TO PRODUCE INNOVATIVE
PRODUCTS THAT TAKE FULL
ADVANTAGE OF TECHNOLOGY.
CRM SYSTEMS HAVE BECOME
MORE SOPHISTICATED IN ORDER
TO CAPTURE CUSTOMER DATA
AND USE IT TO THE COMPANY’S
ADVANTAGE.
AN ENHANCED CUSTOMER
EXPERIENCE MAKES INTERACTIONS
MORE ENGAGING BOTH BEFORE
AND AFTER A PRODUCT IS SOLD.
22
* Deloitte Touche Tohmatsu Limited (DTTL) presents The Global Power of Luxury Goods, its 2nd annual report identifying the world’s 100 largest luxury goods companies. The report goes into detail
about the position and influence of these brands, and takes a look at the global economy in order to analyze their activities in the industry, and how they may choose to engage the luxury consumer
in the future.
Source: Deloitte, Global Powers of Luxury Goods 2015: Engaging the future consumer
THEREFORE, THOSE LUXURY BRANDS THAT CAN OFFER AN ENHANCED, CREATIVE CUSTOMER EXPERIENCE VIA BOTH
COMPUTER AND SMARTPHONE INTERFACES WILL BE POISED TO CAPTURE THE LARGEST SHARE OF THE LUXURY MARKET.
TECHNOLOGY AS COMPETITIVE ADVANTAGE –
NAVIGATING THE UNCERTAINITY OF THE
“WEARABLE DIMENSION”
Luxury brands that push boundaries when it comes to attracting consumers and keeping them engaged with
short films, apps, microsites and events, as well as wearables and smart watches, will be the most likely to
succeed, but must be careful to strike a balance between technology that improves function and the threat of
brand commodification.
23
APPLE X HERMÈS
TAG HEUER X GOOGLE
& INTEL
RALPH LAUREN
PRADA
SWAROVSKI
Apple has been leading
the way with its smart watch,
demonstrating that hightech
wearables can be coveted
luxury products as well.
Tag Heuer’s partnership with
Google and Intel to build
an Android Wear powered
smartwatch is just another example, but many companies
are finding new and unexpected ways to incorporate
technology. Moving forward,
companies face the challenge
of improving technological
functions while maintaining the
history, artistry and uniqueness of their brand.
The Ralph Lauren Ricky “smart
bag”, for example, allows users to charge their phones.
The Prada store in New York
has built interactive dressing
rooms with smart mirrors connected to social media.
Swarovski’s “Activity Tracking Crystal” appeals to the
health-conscious consumer by
using microelectronics to mon
itor distance traveled and calories burned.
prada.com
swarovski.com
tagheuer.com
apple.com
ralphlauren.com
THE CHANGING DYNAMIC
OF WHERE AND HOW TO SELL
2/3
1/3
3/4
OF CONSUMERS
UNDER THE AGE OF 34
GO ONLINE TO SEARCH
FOR INFORMATION OR
DISCOUNTS BEFORE
BUYING A PRODUCT
OF CONSUMERS BUY
CLOTHES, ACCESSORIES,
AND HANDBAGS OR
LEATHER GOODS DUE TO
IMPULSE PURCHASES
OF CONSUMERS
VALUE BEING
ABLE TO SEE AND TOUCH
GOODS BEFORE
PURCHASE
Luxury brands must find a way to merge the online and in-store realms to
create the perfect 21st century retail experience.
WHICH CATEGORIES DO YOU
BROWSE ONLINE FOR?
24
76%
GADGET/
TECHNOLOGY
53%
CLOTHES
48%
SHOES
47%
HANDBAGS/
LEATHER GOODS
Fueled by the online habits of millennials, customers are changing
where and how they shop. Identifying the right channels for marketing
while understanding the purchasing motivations of different subsets of
consumers will help luxury brands find the balance between in-store
and online shopping to create the best retail experience for each.
E XPERIMENT S AND INNOVATIONS
THAT ARE RE - SHAPING THE INDUS TRY
25
RETAIL –
THE NEXT
GENERATION
R E TA I L – T H E N E X T G E N E R AT I O N
THE TIMES THEY ARE A-CHANGIN’
If evolution is the goal, then adaptation is the method. James
Curleigh, Executive Vice President and President of Levi’s
spoke about the 142-year-old company’s strategies for reinvention and the need to stay relevant in an ever-changing
marketplace. Despite almost a century and a half of experience, the company takes cues from the startup world, with its
focused energy and omnichannel aims.
TURN MOMENTS INTO MOMENTUM
26
Maintain product pertinence by moulding them to contemporary
cultural tropes, whilst remaining steadfastly true to your brand
identity. “The new generation is the most challenging, we need
to show them what Levi’s is, are, were,” said Curleigh.
JAMES CURLEIGH
JAMES CURLEIGH, EXECUTIVE VICE PRESIDENT AND PRESIDENT OF LEVI’S
“We are both iconic and innovative
because innovation is what the new fans
demand. We deliver sophistication in a
simple way. We’ve always strived to turn
moments into momentum.”
POSITIVE COMPANY CULTURE
“Pleasure in the job puts perfection
in the work”
CHRIS ROEBUCK
CHRIS ROEBUCK,
PROFESSOR OF TRANSFORMATIONAL
LEADERSHIP, CASS BUSINESS SCHOOL
After quoting Aristotle, Roebuck concluded that “leaders at
all levels must change to engage employees to give their best
[…] It’s not just about CEOs but all leaders, it’s not just about
engagement but also about purpose, seeing the big picture,
understanding the whole organisation, optimising risk management, collaboration. We need emotions to engage both our
employees and customers to build our brand. We have to get
this right.”
27
“For your organisation to deliver its full potential you need leaders that are effective, ethical, engaging and entrepreneurial.”
CHRIS ROEBUCK
New paradigms in the industry are not limited to consumer
demand and technology. According to Chris Roebuck, professor of transformational leadership at Cass Business School, a
holistic approach is the only way to face challenges and leverage opportunities in the new retail environment. Employee
motivation and satisfaction has an important knock-on effect.
RESPONSIVE DESIGN, ONLINE AND OFF
Whether it’s online catering to the mobile migration, or enga
ging offline store design, responsivity is key. “The consumer’s
desires will continue to evolve. The real experience of feeling the
leather in the store will never fade, so we went offline as well,”
said Johannes Torpe, Creative Director at Bang & Olufsen.
“As I see it, the future is manufacturing
on demand”.
JOHANNES TORPE
JOHANNES TORPE, CREATIVE DIRECTOR AT BANG & OLUFSEN
28
OZGUR DOGAN, CHIEF MARKETING OFFICER OF HEPSIBURADA.COM
Referring to an overhaul of their all-important online presence,
Ozgur Dogan, Chief Marketing Officer of leading Turkish
e-commerce platform Hepsiburada.com, added, “None of our
improvements would have been possible without the speed of
a responsive website.”
STORE DESIGN: A NEW PARADIGM
SMALL TALK WITH JOHANNES TORPE,
CREATIVE DIRECTOR, BANG & OLUFSEN
JOHANNES TORPE,
CREATIVE DIRECTOR,
BANG & OLUFSEN
Johannes Torpe is Creative Director for luxury design and sound company Bang & Olufsen. The brand recently
launched a furniture collection to evoke the feeling of being at home, which they incorporated as a key feature of
their store concept. Before he spoke on a panel entitled “Brave new creatives: The reshaping of retail”, the WRC
crew chatted to Johannes to get his take on how the company works with trends and new consumer demographics
within the design of their stores.
source: worldretailcongress.com
on the history and identity of the brand
and interpreting this into a relevant customer experience.
What changes are you helping Bang
& Olufsen make to adapt to the new
consumer?
Within the last four years we have
looked into the way in which our brand
is perceived and what changes needed
to be implemented in order to re-connect with our customers. Our customers
look for simplicity, beauty and everyday
magic; that “special something” that
makes your day even sweeter.
With the new store concept I just mentioned, we set out to create a new standard for our category of business and
meet the consumer in a new and more
engaging way. The Bang & Olufsen
consumer is looking to be emotionally
engaged when interacting with our products. I believe we cater to that need with
the new store design. In recent years we
also created the sub-brand B&O Play.
It offers a new product range designed
for the younger generation of consumers and makes our brand relevant to a
new customer demographic.
29
The retail space is extremely fastpaced. How do you ensure you’re
ahead of the trend (and your competitors)?
Four years ago we decided to make a
retail space that translates some of the
company’s key product features into a
spatial experience. We wanted to translate the sensation of magic that people
have always felt when interacting with
our products into the spatial context.
This is not a trend-based design – it is
inspired by the core of the brand. I think
that is how you best stay ahead or even
better, steer clear of trends; by focusing
BANG & OLUFSEN FLAGSHIPSTORE
HERNING, DENMARK
bang-olufsen.com
30
31
THE VOICES
OF RETAIL –
KEY LEARNINGS
ACROSS
THE CONGRESS
Throughout the three days, a number of themes and topics arose time and again.
We’ve compiled some key issues, succinctly expressed by expert speakers and panel members.
# MOBILE MICRO-MOMENTS
ARE ALL-IMPORTANT
# EXPERIMENTIAL STORE DESIGN
“It is not difficult nowadays to have great
materials, colours, aesthetics.
The real challenge is to change the way
of experienced store design.”
“We are at the dawn of a
technological revolution...
Mobile devices will be at the very
centre of this connected world. These
micro-moments [of mobile interaction]
are most important in retail.”
T H E VO I C E S O F R E TA I L – K E Y L E A R N I N G S AC R O S S T H E C O N G R E S S
32
JONATHAN ALFERNESS,
VICE PRESIDENT OF PRODUCT MANAGEMENT, GOOGLE
JOHANNES TORPE,
CREATIVE DIRECTOR, BANG & OLUFSEN
“Eataly is not a chain,
its stores are brothers:
they have the same values
but different characters.”
“Embrace the culture of change
and try to be as local as possible
by being connected with the
community and giving back.”
OSCAR FARINETTI, FOUNDER & CEO EATALY
JULIE HAMILTON,
VICE PRESIDENT AND CHIEF CUSTOMER,
THE COCA-COLA COMPANY
# THINK GLOBAL, ACT LOCAL
“Retail is all about change, it’s
dynamic… You have to re-invent
yourself. It’s exciting, fast-paced
and why we go to work every day.”
JULIE HAMILTON,
VICE PRESIDENT AND CHIEF CUSTOMER,
THE COCA-COLA COMPANY
“Leadership is no longer about one
inspirational leader, it’s about making
everyone beneath the leader
inspirational.”
CHRIS ROEBUCK,
PROFESSOR OF TRANSFORMATIONAL LEADERSHIP,
CASS BUSINESS SCHOOL
# DEMOCRATIC LUXURY
# PHYSICAL FOLLOWS DIGITAL
“When it comes to store design, we use our
website for inspiration, not other stores…
We make sure our offline spaces create
experiences you can’t get online.”
HAYLEY BARNA, FOUNDER, BIRCHBOX
33
“Luxury involves lifestyle…
It’s ubiquitous and present at all
levels. It’s certainly no longer
static but a dynamic force.
Democratic luxury is the solution
found by marketing experts to
make it possible to expand luxury
to the middle class.”
RAFFAELLO NAPOLEONE,
CEO OF PITTI IMMAGINE, AND INTERIM
PRESIDENT, YOOX GROUP
# CHANGE IS THE ONLY
CONSTANT
# INSPIRING LEADERSHIP FOR ALL
# SIMPLE YET SOPHISTICATED
JAMES CURLEIGH,
EXECUTIVE VICE PRESIDENT AND PRESIDENT, LEVI’S
# ARTIFICIAL INTELLIGENCE:
USES AND ABUSES
“If your company is using big data to
look for patterns to try to understand
the behaviour and guess the needs
of customers in advance, you may be
using AI tools… In the future AI will
become much more dominant… retail
will be dramatically affected, and
we need to think carefully about how
it is used.”
SIR TIM BERNERS LEE,
INVENTOR OF THE WORLD WIDE WEB
# SUPERCITIES: CHALLENGES
AND OPPORTUNITIES
“We need some place that we can
remember. Everybody is thinking
about another way to communicate,
to offer opportunities, education, to
take care of people, children.
What’s important are the digital
platforms all over the world that
make it easier for people to be more
connected, find other ways to meet
each other, the beginning of a new
community as a global system, a new
idea of democracy.”
34
MASSIMILIANO FUKSAS,
FOUNDER, STUDIO FUKSAS
“Relevance doesn’t just happen through
luck, it happens through purpose, through
vision, through keeping it simple…
The new business model is simple in the
front, sophisticated at the back.”
SEE YOU
AT NEXT YEAR’S
WORLD RETAIL
CONGRESS
IN DUBAI!
LIGANOVA STANDS FOR SALES-EFFECTIVE,
CUTTING-EDGE BRAND COMMUNICATION.
WE SHOWCASE BRANDS AND PRODUCTS USING
AUTHENTIC AND EMOTIONAL STORYTELLING.
35
STAY TUNED AND VISIT OUR WEBSITE FOR
MORE INSPIRATION AT LIGANOVA.COM/MAGAZINE
AND ORDER THE LATEST ISSUE OF OUR
BUSINESS MAGAZINE “THE INDUSTRY INSIDER”.
[email protected]
C o p y r i g h t : A l l r i g h t s r e s e r v e d . T h e r e - u s e o f a n y i n f o r m a t i o n i n t h i s r e p o r t w i t h o u t L I G A N O VA ’ s a g r e e m e n t i s s t r i c t l y p r o h i b i t e d .
Idea, concept, realisation by
L I G A N O VA – C o r p o r a t e P u b l i s h i n g
A division of Corporate Communications

- World Retail Congress

Transcription

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