http://www.designforum.com Just another WordPress weblog Mon, 30 Aug 2010 19:09:27 +0000 http://wordpress.org/?v=2.9 en hourly 1 http://www.designforum.com/create-a-retail-brand-experience-not-a-mess/ http://www.designforum.com/create-a-retail-brand-experience-not-a-mess/#comments Fri, 27 Aug 2010 17:08:07 +0000 Scott Jeffrey http://www.designforum.com/?p=1174 Evolving a brand into a new, more engaging incarnation can be just as magic, or if improperly handled, just as messy, resulting in a brand promise that goes unfulfilled. Expectations are always high when we embark on the path that leads to transforming a brand, from both our friends on the client side as well as ourselves. Designers inherently embrace a challenge, and we see every project as an opportunity to make a brand all and the very best that it can be. A lot of teamwork goes into executing a brand—that is, following the recipe we’ve created for an engaging shopping experience. If the recipe isn't followed, your outcome can suffer.]]> http://www.designforum.com/create-a-retail-brand-experience-not-a-mess/feed/ 0 http://www.designforum.com/to-create-memorable-brand-experiences-engage-the-senses/ http://www.designforum.com/to-create-memorable-brand-experiences-engage-the-senses/#comments Mon, 16 Aug 2010 15:49:38 +0000 Scott Jeffrey http://www.designforum.com/?p=1030 A few retail brands stand out when I think of sensorial experiences. How many times have you smelled a Cinnabon before you saw it? You can smell and usually hear an Abercrombie before you come across one in the local mall. A similar volume of music (not to mention the genre) somehow seems very out of place in an Orvis store. Bath and Body Shop does a nice job of seasonal scents to grab your attention. As retail designers, we rely a lot on the visual sense to communicate to consumers. But let’s not forget that those brands that engage all of the senses create the most memorable experiences.]]> http://www.designforum.com/to-create-memorable-brand-experiences-engage-the-senses/feed/ 1 http://www.designforum.com/qsr-wake-up-call-drive-thru-focus-leads-to-drive-by/ http://www.designforum.com/qsr-wake-up-call-drive-thru-focus-leads-to-drive-by/#comments Wed, 09 Jun 2010 13:25:19 +0000 Tom http://www.designforum.com/?p=701 The cost of updating and maintaining a dining room has seemed cost prohibitive to many QSR chains and their franchisees, especially in light of the high drive-thru ratio. But by not offering a unique, pleasant dining experience, they have let the brand image wither on the vine. And it's now coming back to haunt them. I contend that the high drive-thru ratio is in large part due to customers avoiding the “ick” factor of enduring outdated, smelly, deteriorating environments with no sense of place or brand personality. The dining room is the brand.]]> http://www.designforum.com/qsr-wake-up-call-drive-thru-focus-leads-to-drive-by/feed/ 0 http://www.designforum.com/why-retailers-need-to-think-like-revolutionaries/ http://www.designforum.com/why-retailers-need-to-think-like-revolutionaries/#comments Fri, 21 May 2010 21:32:49 +0000 Scott Jeffrey http://www.designforum.com/?p=595 There wasn't an Evolutionary War for a reason. In the pre-dawn of U.S. history, the new settlers wanted more than to just evolve the British rule, it had to be overthrown. A new start, a clean slate. Imagine the pressure that those founding fathers must have felt when deciding that enough was enough, let's try something new. Today, many brands find themselves in the same place. The status quo isn't working. It’s time to differentiate. But I wonder if the ideas of "revolution" and "evolution" aren't being confused.]]> http://www.designforum.com/why-retailers-need-to-think-like-revolutionaries/feed/ 0 http://www.designforum.com/gender-disruption-boys-like-the-new-kotex-packaging/ http://www.designforum.com/gender-disruption-boys-like-the-new-kotex-packaging/#comments Thu, 20 May 2010 01:15:22 +0000 Kris Medford http://www.designforum.com/?p=579 What is an 18 year old guy doing talking about feminine hygiene products?! Even as I grabbed my purchase and escaped the awkwardness, I began to contemplate what transpired. Given that I spend my days knee-deep in shopper sciences, I found the situation quite compelling. Good packaging should be, in part, disruptive, and the new U by Kotex packaging is definitely that. The sub-brand is unique in the category, both in shelf presentation and in the “get real” tone of the advertising. A+ on disruption. ]]> http://www.designforum.com/gender-disruption-boys-like-the-new-kotex-packaging/feed/ 1 http://www.designforum.com/retail-rollouts-sustainability-is-not-an-afterthought/ http://www.designforum.com/retail-rollouts-sustainability-is-not-an-afterthought/#comments Thu, 06 May 2010 20:28:35 +0000 Don Rethman http://www.designforum.com/?p=477 Whether a company has a long history of social responsibility or a newly awakened desire to conserve resources, there are trusted ways to make decisions based on return on investment. If a large fleet of stores is in need of image refreshing, that’s an opportunity to look at controlling energy costs and sustainable building strategies. Even stores primarily in tenant spaces can look at a healthier environment and LEED certification. ]]> http://www.designforum.com/retail-rollouts-sustainability-is-not-an-afterthought/feed/ 0 http://www.designforum.com/why-shopper-marketing-is-too-aspirational-for-most-brands/ http://www.designforum.com/why-shopper-marketing-is-too-aspirational-for-most-brands/#comments Tue, 04 May 2010 20:19:34 +0000 Bill Chidley http://www.designforum.com/?p=474 The urge to dive in is understandably tempting. Brands that invest in shopper marketing are seeing three times the return as compared to traditional marketing disciplines. But the discussion revolves around a very small percentage of brands, such as CVS/pharmacy and Mars Snackfoods, ShopRite and Kellogg’s, Walgreens which just announced it will engage in a shopper marketing pilot with The Hershey Company, and of course the eminence of shopper marketing, Procter & Gamble. All have been working on shopper marketing for years and have an extremely high level of expertise.]]> http://www.designforum.com/why-shopper-marketing-is-too-aspirational-for-most-brands/feed/ 0 http://www.designforum.com/how-brands-build-digital-bonds-with-their-shoppers/ http://www.designforum.com/how-brands-build-digital-bonds-with-their-shoppers/#comments Thu, 29 Apr 2010 18:23:05 +0000 Lynn Gonsior http://www.designforum.com/?p=430 Even with millions of items for sale, Amazon connects intimately with customers, from its one-click ordering to its ability to become more relevant with each visit. The result is a “barrier to exit” that other brands envy. American Eagle excels at aggressively integrating multi-channel marketing tactics into both its traditional and digital campaigns. It connects at all the right touchpoints, which goes a long way towards achieving brand loyalty. This year, AE included a mobile filed in its loyalty program, and used mobile as a point of entry into sweepstakes as well as an alerts program. Calls to action were posted on social networking sites, such as Facebook and Twitter in the form of banner ads, status updates and tweets.]]> http://www.designforum.com/how-brands-build-digital-bonds-with-their-shoppers/feed/ 0 http://www.designforum.com/it-takes-a-strong-brand-is-to-inspire-shopper-confidence/ http://www.designforum.com/it-takes-a-strong-brand-is-to-inspire-shopper-confidence/#comments Wed, 28 Apr 2010 18:23:33 +0000 Justin Wartell http://www.designforum.com/?p=432 This year, retailers have made headway in the battle against “sameness” by negotiating exclusive famous name brands, making sure their private labels stand for something besides “cheaper” and by infusing the shopping experience with emotional appeal. One brand that renewed its value-plus-reason image is Old Navy. After veering off into fast fashion inspired by the designer runway, it has returned to bright basic family apparel surrounded and supported by its kitschy sense of humor. Shoppers are returning to the store and business is on the upswing.]]> http://www.designforum.com/it-takes-a-strong-brand-is-to-inspire-shopper-confidence/feed/ 0 http://www.designforum.com/don%e2%80%99t-chase-shoppers-engage-them-with-creativity/ http://www.designforum.com/don%e2%80%99t-chase-shoppers-engage-them-with-creativity/#comments Tue, 27 Apr 2010 18:22:24 +0000 Scott Jeffrey http://www.designforum.com/?p=428 Copying the latest “hot” retailer is an easy way to stay current, to level the playing field. But imitation doesn’t keep you at the top of the shopper’s mind. When a retail brand displays a unique, creative energy—the J. Crew Liquor Store comes to mind—I get a dose of inspiration like an electric charge. I’m not just browsing now, I’m fully engaged because a particular creative spirit permeates every touchpoint for an unmistakable experience. That’s when the brand stops chasing and starts engaging. Maybe it’s my emotions, my ego, or my sense of fun which is always looking to come out and play.]]> http://www.designforum.com/don%e2%80%99t-chase-shoppers-engage-them-with-creativity/feed/ 0