Wowed @ JCP

It's been hammered in the press but I have to admit that I was impressed with JCP here in the Chicago 'burbs today.

The store was light, bright and easy to find my way around - great signage, simple, clear and value focused. No red sale signs. Great VM and fast & free WI-FI to access online deals, store info and more.

There were also loads of customers.

Am keen to see how the flagships compare downtown.

JCP is a work in progress. Like the rest of the world, I'm keen to see how next steps roll out. One thing is for sure - they are not standing still but rather striving to update and move forward. Relevance to shoppers will of course be key, but from my visit today, I can only say keep going, it looks great.

Putting Value On The Radar

Great article on the topic of value - customers want relationships not just low prices

Beyond lowest price - emotional satisfaction is critical

Read it here

iphone 5 will get us closer to going cashless

The future is mobile and according to Fast Company, Apple is helping it edge forward another step.

Currently under development, iphone 5 due for release in 2011 is being touted to feature cashless payment technology. According to the article in Fastcompany, Apple has just taken out a patent on RFID technology which will enable them build an RFID loop into their iphone circuitry to act as both an RFID tag or tag reader.

This is an exciting revelation that provides further proof that retail has truly shifted to being ‘anywhere a transaction happens’. By thinking of the ‘store’ in these terms, brands open up new opportunities to create even more value, convenience, delight (and differentiation) for shoppers.

The penetration of smart phones will be at the heart of the digital path to purchase. In the USA, Nielsen predicts 51% of all consumers will own a smart phone by 2011. Whilst Morgan Stanley has predicted that by 2014 more Americans will be accessing the internet via mobile devices than desktop computers.

This has massive implications for brands and retailers who will be defined by how they adapt, harness and apply convergent digital solutions into their marketing.

According to the In-Store Marketing Institute, marketers will need to do the following to take full advantage of the new digital era:

1. Focus on insights
2. Look beyond the brand to solutions
3. Focus on message, audience and technology (in that order)
4. Develop relevant content
5. Target
6. Commit the organisation
7. Integrate activity
8. Test
9. Scrutinise partnerships
10. Be ready to adapt

For me, the key points here are integration and ensuring that technology remains the servant (not the master). An exciting time.

A mobile store in less than an hour?

Retail is anywhere a transaction happens so brands need to do all they can to facilitate shopping experiences for customers that fit into their lives, routines, expectations.

With this in mind, I came across a platform called "mshopper" and wanted to share. It helps retailers set up an m-commerce site within one hour. Obviously proof is in the pudding but as a concept I dig it.....fast, innovative, convenient.

(Virtual) Try Before You Buy

Using the power of apps and AR (Augmented Reality), Neuvo a Montreal based watch making company are enabling customers to virtually try-on products before they buy.

As described on Apples app site:

Try It Before You Buy It' is the app that lets you try on and select watches in the Neuvo watch collection without physically touching them.

This app works with your iPhone's camera to overlay a scaled image of the Neuvo watch of your choosing over a picture that you take of your own wrist. To get the full effect you can hold the iPhone up against your wrist to see what the watch really looks like when you wear it. If you like the watch but want to try other models and compare them you can save the image to your iPhone's photo library. When you've made your choice the app can connect you directly to Neuvo's website and on-line store.

AR is being used across a whole host of other areas - check out Shiseido's virtual cosmetic counter and Lego's kiosks (now being rolled out globally) as two well-known, recent examples

IKEA rocks it with Facebook in Sweden

This is all over the web but wanted to share as a great example of how IKEA utilised existing social media (in this instance, Facebook) to promote a new store opening in Malmo, Sweden.

Click this link to view the clip

Facebook Gets Physical

Been meaning to blog about this one for a couple weeks now...

Earlier this month Facebook launched the sale of gift cards through Target stores in the USA.

For me, this launch provides another great piece of evidence of the online-offline blur = a totally online brand (Facebook) merging into a physical store location (Target USA). According to Mashable, Facebook are looking to launch the card through three other national US retailers this year.

The Facebook "credits" card will operate as virtual cash redeemable on games (think Farmville), web applications and virtual goods.

According to one report on Inside Facebook, "the virtual goods market is expected to reach $1.6 billion in the US alone this year... with $835 million coming from social games alone"

Muesli direct to your door

Came across this little gem today - a company called muesli mixer based out of Melbourne. They allow you to choose and mix your own muesli from 55 ingredients then home deliver to your door. Sure it's a bit on the pricey side (and from what I can tell, they're not the first to market with this concept) but I predict these guys are going to go gang-busters. Why? They've taken a simple idea and created an engaging online ("store") experience making it personal, convenient and fun along the way. They're being talked about a lot on blogs and in-press at the moment so keep an eye out.

No cash? No worries

Contactless payment is a technology more brands are adopting into their retail* spaces.

For me, this is direct evidence that the promise of "convenience" is now far, wide and even more expected by customers/ shoppers.

In the US, Visa has just recently launched their contactless payment alternate for New Yorker commuters using a bus, subway, train and taxi. Payment can be made via a pay-wave card or by downloading an app to their smart phone. According to the article in Mobile Commerce Daily "the programs in New York and New Jersey are part of Visa’s long-term strategy of extending the speed, security and convenience of Visa acceptance to new locations."

To a different type of Subway, contactless and cashless payment is starting to evolve more rapidly particularly in high-demand convenience industries such as QSR. In countries such as Asia (think Japan and Korea) and the USA it's helping to facilitate easier customer transactions. Customer benefits include convenience (ie: 'order ahead'), speed and personalised service whilst restaurants are being attracted by increased revenue from larger order sizes (evidence from GoMobo points to this), faster order handling and greater opportunity to build & retain loyalty.



* retail = defined as anywhere a transaction occurs (not just a physical store)

30pc of consumers accessing retail content on mobile are not online or in-store

The August SMART report just published by Millennial Media USA, has found that nearly 30 percent of subscribers accessing retail content on their phone cannot be reached online or in-store.

The research was conducted in partnerhsip with comScore with the purpose of investigating mobile retail advertising, usage and growth over the past year.

The study points out the opportunity for brands to connect with this potentially 'forgotten' audience when planning their forthcoming retail Christmas campaigns.

For the full report look under 'research' on Millennial's website here

Store as brand space

This combines three things I'm pretty passionate about...

1. Innovation

2. Japan

3. Retail

Guess you could say the three fit together........just check out this great example from Adidas in Tokyo. Fantastic example of a brand that's using their retail space as an opportunity to provide a branded encounter. They've set up the store as a run club first, place-to-buy-stuff second. By doing so, they're creating a unique brand experience for Adidas that gives their fans another reason to stay loyal and keep returning over and over. Love it.

Full story + more pics here: http://weekenderjapan.com/?p=15968

Towards new dialogue for brands-at-retail.

When it comes to the retail space, I think we risk talking “POS” to death in the marketing media. It feels like POS has become synonymous with the whole ‘retail story’. Don't get me wrong - POS is critically important but it's just one aspect.

We need new dialogue about how to create effective, engaging brand experiences at-retail. Technology plays a key role in this.

Why? At its core, retail is about moving people to purchase.

We need to shift our thinking about retail marketing from its current focus on “the point of transaction” to a conversation about holistic brand interactions. When Apple created their new retail formats I'm guessing that they thought in terms of "brand touchpoints" / "brand experiences" and "retail destination". The POS was part of a bigger, holistic brand discussion. The places Apple looked for inspiration when designing their retail spaces were totally outside the box - to the point where they are now legendary. Apple have taught the market a lesson - the proof as they say, is now in the pudding!

I absolutely believe that when we talk "retail" we are talking "brand." The two go hand-in-hand. By just focusing on "POS" (the “point of transaction”) we risk limiting our thinking about what's possible for retail brands...........what we can do to really make retail work its hardest to deliver brand experiences, encounters and interactions.

It is these things that will drive sales, loyalty and repeat visit - POS should be just one touchpoint in the whole story - not the entire narrative.

Store Space As Brand Space: Disney Stores

I truly believe that the retail space IS the brand space. Anyone who works with me knows I harp on about it.......alot. Why? Because (far from being the ugly cousin of marketing) retail is the place to create experiences - powerful, tangible interactions that keep customers coming back for more.

Look no further than Disney for rampant innovation and turnaround in the retail space.

No surprise with Steve Jobs on the board ...........they're about to launch a heap of new stores in the USA (at the cost of US $1m each) creating retail destinations where customers are completely engrossed in total sensory magic (Disney-style, of course).

I could go on but perhaps you should just hear it from the source.

Full the full overview, check out The Hub's interview with Jim Fielding (President, Disney Stores Worldwide):

http://www.hubmagazine.com/archives/the_hub/2010/mar_apr/the_hub35_disney.pdf

From Calorie to Carbon Counting

Sweden, as a whole, usually never fails to impress me. They really are ahead of the curve ball across many issues - particularly related to diability, family and community.

But this post is not about any of those............

I've been impressed by how one particular burger joint ("Max Burger") has made the strategic leap from calorie counting to carbon labelling. To enable their customers to make informed choices about their menu, Max have assigned a carbon rating against each of their products.

According to the New York Times, sales of more climate-friendly products, like chicken fingers and veggie chili, have risen 20 percent since Max started putting climate information on the menu last year.

This is a definite prediction for our shores.........it may take a few more years but I know we'll soon to be choosing products on more than just calories alone.

Food for thought?

Mecca Good vol 2.

Here are the pics (p.s I'm not a Gemini and I still bought it).............

Mecca Good

One of the reasons I love working with brands at-retail is the endless option for creating amazing and unexpected customer experiences.

Technology can really add wow factor but so can simplicity.

Case in point: Mecca.

I am a huge fan of Mecca Cosmetica. Love the space. Love the people. Love the products.

Mecca is brand not bland for the following reasons:

1. Sets its own playing field - no other competitor offers what it can (= scarcity).
2. Creates a brand experience each and every time via store lay-out, product range, packaging and staff experts ( = tangibility).
3. Treat customers like friends - you're welcomed, trusted, rewarded, engaged (= talkability).
4. Simple, beautiful POP. Makes you want to leave spending twice as much (= shoppability).
5. Take customer service and value to new levels (= loyalty + lovability).


Inside every Mecca store is a wall of individually packaged products that are swapped over regularly. Each of the products selected for this wall is moderately priced making it even more tempting to "add on" in your basket as you check out.

Recently, Mecca combined their wall of temptation (at least, that's what I'm calling it) with a fantastic promotion. They personalised products based on astrology signs then gave customers the chance to meet the well known astrologer in person, and naturally, in store. What a winning idea. No surprise it sold out. It really proved their knowledge of their market and their customers. Simple. Memorable. Effective.