design:retail - February 2014 - (Page 10)
show talk
010
It's Complicated
DOUG HOPE
FOUNDER AND SHOW DIRECTOR, GLOBALSHOP
doug.hope@emeraldexpo.com
@globalshopshow
I
N ITS HEYDAY , the venerable Bullock's
department store in Pasadena, Calif., was
an uncommonly successful retail destination and was probably comparably simple
to operate. Because my grandmother was
a buyer and salesperson at the store, I had
access into the behind-the-scenes activities. Besides
the holiday season, the spring introductions were
considered key to success. Perhaps the most important thing to the merchandising of the spring collection was the predominant color of the spring lines.
Once the color palette was established by the buyers,
they communicated to the merchandisers, so that
they could plant tulips in the exterior window boxes
that would coordinate with those colors. Strategic,
well planned and, more importantly, simple.
There probably aren't many retailers fretting
about floral color palettes today and, most certainly,
there's no such thing as simplicity in retail. In the
past decade, there has been an exponential growth
in the complexity of operating a successful retail
venture. Consideration has to be given to the target
consumer, and a media strategy that involves not
only channels, but also the platforms. The introduction of the smartphone further complicates the
shopper's path and in-store experience, as well as
their decision-making.
To those factors, add social media influence, a dynamic and fickle multitasking consumer with less
leisure time and a nonlinear shopping habit, and one
can begin to see just how complicated retailing has
GlobalShop 2014
March 18-20
Sponsored by A.R.E
Mandalay Bay Convention Center,
Las Vegas | GlobalShop.org
CONTACT US:
1145 Sanctuary Pkwy., Ste. 355
Alpharetta, GA 30009-4772
Ph: (770) 291-5400
FEBRUARY 2014
DESIGNRETAILONLINE.COM
become. The myriad of choices of suppliers, management of brands pushing their way onto the floor,
technology decisions, store design and merchandising is daunting, dynamic and risky at best-and the
stakes are higher than ever before.
SHOW STAFF:
→ Founder and Show Director Doug
Hope (770) 291-5453 doug.hope@
emeraldexpo.com → Sales Manager
Roarke Dowd (770) 291-5428 roarke.
dowd@emeraldexpo.com
→ Account Executive Dreama McDaniel
(770) 291-5420 dreama.mcdaniel@
emeraldexpo.com → Account Executive
Kerry Tyler (770) 291-5432 kerry.tyler@
emeraldexpo.com
Since all of you have found it necessary to adapt
to an ever-increasing speed of change, maybe you
have not considered just how big the challenge
has become. But, if you pause for a moment and
think back a few years, you would have to conclude that your job and those of your colleagues
have become much, much harder. So, what is
the point? The point is this: in the past quartercentury of working with the store design and visual merchandising professionals we serve, I've
learned that nobody understands the total shopping experience better than you. But, considering
all of the influencers required to pull together today's retail space, it's possible that your opinion,
your voice and your insights can be pushed to
the side, virtually drowned out by the noise the
change makes. Don't let that happen. You know
more about that total shopper experience than the
number crunchers, code warriors, consultants,
sales reps or analysts. Make your voice be heard
and help ensure that the consumer experience
continues to enrich and improve. And, by the way,
I should mention that the one place you can go to
for more solution providers than anywhere else is
GlobalShop in Las Vegas, March 18-20.
And, if you're planting for this spring, I hear something in an orchid tone might be a good choice.
→ Marketing Manager Heather Kuznetz
(770) 291-5512 heather.kuznetz@
emeraldexpo.com → Conference
Manager Toni Ward (770) 291-5441
antoinette.ward@emeraldexpo.com
→ Senior Operations Manager Derrick
Nelloms (770) 291-5452
derrick.nelloms@emeraldexpo.com
EMERALD EXPOSITIONS:
→ President, Emerald Expositions
David Loechner → Senior Vice
President, Business Development
Darrell Denny → Vice President, Finance
Denise Bashem → Vice President,
Operations Lori Jenks → Vice
President, Digital, Teresa Reilly → Vice
President, Manufacturing & Marketing
Services Joanne Wheatley → Senior
Vice President Joe Randall
Photo by VITAL PAPLAUSKI/ISTOCK/THINKSTOCK
http://www.GlobalShop.org
http://www.DESIGNRETAILONLINE.COM
Table of Contents for the Digital Edition of design:retail - February 2014
design:retail - February 2014
Contents
Editor's Note
Show Talk
On Trend
We Love This!
Design Picks
Innovation
Postcard
Inspirations
How'd They Do That?
Have You Heard?
Shopper Insights
Shopping with Paco
Food Fabulous Food
Caché
Galeries Lafayette
GlobalShop Show Preview
POP Supplier Listing
Products
Backstory
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