Emotionally engaging the customers key to be successful in Retail
HE CALLShimself an unashamed designer of shops. The CEO of one of the world’s best known design agencies — Fitch, UK — Rodney Fitch, was in India recently. He spoke with Surbhi Goelon his expansion plans in India and the importance of incorporating design in retail stores. Excerpts:
When is Fitch, UK coming to India? I keep wondering how could we miss India. It is so diverse with abundance of opportunities to work. We are currently present in 12 countries with 22 studios. And we will open our first studio in Mumbai in March. We will start our designing business with clients such as Asian Paints, Godrej, Aditya Birla and Reliance. How important is designing for a retail store? In order to increase the footfalls, display of products is very important. Ease of browsing, showcasing of products, change in style and adopting anti-formats are the other key differentiators. Retailing is the largest selling industry and for that to flourish, customer shopping experience is paramount. In January alone, Wal-Mart refurbished its 70 stores emphasising on the layout of stores and networking space. In a retail store, every touch point is important and thus constant improvement is required from time to time to sustain a brand presence in this competitive industry. Consumer environment include brand identity and communications including live, digital and packaging; product development and future insight. The design of live brand communications provides a highly engaging point of interaction for many audiences — from consumers to brand stakeholders. It is thus an integral part of our redefinition of retail as designing a store. What are the other things important for the retail sector to make a mark? Tectonic plates of retail worldwide is shifting very fast. So change in style like stylised interiors is becoming imperative in this competitive scenario. Moreover, consumers are increasingly becoming inclined to buy online that is compelling retail stores to move towards designed formats. In UK alone, online shopping has moved to 50%. Presently, the move is from command to demand. Examples like Dubai where the focus has shifted to development of tourism and shopping-led economy give us a clear picture of the strength of the consumers and the effect of their buying habits. Factors like technology, globalisation, consolidation, consumer experience and value for money would bring rapid growth in retail. We have worked with Vodafone, Tesco, Selfridges and Target and have found that purchasing decisions are much more interactive and participative. Only low prices do not generate sales. Coupling it with superior quality is important. Do not interpose the brand image with the brand displaying inside. An innovative design is the expression of innovation in thinking. Do you think consumer behaviour has changed and has led to changes in the retail business too? Absolutely. The world of retailing is becoming hugely more competitive and more influential, both with consumers and manufacturers. Significantly, today it is the consumer who is taking control. Empowered by a wealth of readily available knowledge and an extraordinary set of choices, consumers often have all the material possessions they need, and now seek a different way of engaging their time with brands. They are seeking products, services and environments that connect with them emotionally; that enhance their lives beyond functionality, and deliver experiences that match their aspirations. Retail now is about putting ideas and experiences of products, services and environments into context and circulation, in ways that are innovative and convincing to today’s savvy consumers. As a result, we at Fitch, create distinct and active experiences that engage consumers emotionally rather than treating them as passive recipients. What are the new trends you have come across in retail designing? There are environmental changes, i.e., architecture, brand communication, packaging, product designs. Across countries, Paris has seen trend insights getting changed and Europe has shifted to minimalist approach and more stylised participation. And more importantly, there is greater consumer participation in making the choices and the process work.
courtesy:economictimes
For more on Retail India visit www.retailindia.tv
When is Fitch, UK coming to India? I keep wondering how could we miss India. It is so diverse with abundance of opportunities to work. We are currently present in 12 countries with 22 studios. And we will open our first studio in Mumbai in March. We will start our designing business with clients such as Asian Paints, Godrej, Aditya Birla and Reliance. How important is designing for a retail store? In order to increase the footfalls, display of products is very important. Ease of browsing, showcasing of products, change in style and adopting anti-formats are the other key differentiators. Retailing is the largest selling industry and for that to flourish, customer shopping experience is paramount. In January alone, Wal-Mart refurbished its 70 stores emphasising on the layout of stores and networking space. In a retail store, every touch point is important and thus constant improvement is required from time to time to sustain a brand presence in this competitive industry. Consumer environment include brand identity and communications including live, digital and packaging; product development and future insight. The design of live brand communications provides a highly engaging point of interaction for many audiences — from consumers to brand stakeholders. It is thus an integral part of our redefinition of retail as designing a store. What are the other things important for the retail sector to make a mark? Tectonic plates of retail worldwide is shifting very fast. So change in style like stylised interiors is becoming imperative in this competitive scenario. Moreover, consumers are increasingly becoming inclined to buy online that is compelling retail stores to move towards designed formats. In UK alone, online shopping has moved to 50%. Presently, the move is from command to demand. Examples like Dubai where the focus has shifted to development of tourism and shopping-led economy give us a clear picture of the strength of the consumers and the effect of their buying habits. Factors like technology, globalisation, consolidation, consumer experience and value for money would bring rapid growth in retail. We have worked with Vodafone, Tesco, Selfridges and Target and have found that purchasing decisions are much more interactive and participative. Only low prices do not generate sales. Coupling it with superior quality is important. Do not interpose the brand image with the brand displaying inside. An innovative design is the expression of innovation in thinking. Do you think consumer behaviour has changed and has led to changes in the retail business too? Absolutely. The world of retailing is becoming hugely more competitive and more influential, both with consumers and manufacturers. Significantly, today it is the consumer who is taking control. Empowered by a wealth of readily available knowledge and an extraordinary set of choices, consumers often have all the material possessions they need, and now seek a different way of engaging their time with brands. They are seeking products, services and environments that connect with them emotionally; that enhance their lives beyond functionality, and deliver experiences that match their aspirations. Retail now is about putting ideas and experiences of products, services and environments into context and circulation, in ways that are innovative and convincing to today’s savvy consumers. As a result, we at Fitch, create distinct and active experiences that engage consumers emotionally rather than treating them as passive recipients. What are the new trends you have come across in retail designing? There are environmental changes, i.e., architecture, brand communication, packaging, product designs. Across countries, Paris has seen trend insights getting changed and Europe has shifted to minimalist approach and more stylised participation. And more importantly, there is greater consumer participation in making the choices and the process work.
courtesy:economictimes
For more on Retail India visit www.retailindia.tv
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