design:retail - March 2014 - (Page 44)
perspectives
044
Man of the House
PHIL LOOKER
HEAD OF RETAIL DESIGN
HOUSE OF FRASER
"I believe stores will have to
provide a seamless link
to the online experience."
-PHIL LOOKER, HOUSE OF FRASER
P
RIVATELY OWNED House
of Fraser is the third-largest U.K. department store
chain, operating 61 stores
with annual turnover of
$2 billion. After a few
sluggish years, its relatively recent investment in online has helped make this past
Christmas its best ever, with same-store
sales up 7.3 percent, online up 57.7 percent and private label up 22.8 percent. We
sat down with Phil Looker, head of retail
design, to find out his take on the merging
of bricks and mortar with online.
material finishes can't move at the same
pace without huge disruption. With
many stores in excess of 100,000 sq. ft.,
the cost to refurbish mechanical and
technical services, flooring, lighting and
building structure is a challenge.
d:r: What has online experience taught
you about bricks and mortar?
Looker: I think the main surprise has
been that both can co-exist, and it's exceptionally helpful to have both. Five
years ago, there was still an undercurrent
of online fear in retail, that online would
kill the store. But, in fact, it's done completely the opposite.
The presence of online has meant that
instead of brand partners refusing to
stock smaller stores, it has allowed them
through "buy and collect" to "virtually"
stock every store and to deliver to those
stores through regular replenishment
deliveries. The stores, in many instances,
have thus seen an increase in footfall-
the challenge now is to engage those
customers when they come in.
design:retail: How has the attitude
toward retail changed in the last
15 years?
Looker: Service, time and accessibility.
With respect to customer service, not
knowing about the product is no longer
good enough-especially in department
stores. Time has now become infinitely
more managed when shopping. The increased number of shopper access points
has made the option of researching, even
the phenomenon of ordering and collecting in-store, a time-considered purchase.
Consciously allocating less time to shop
thus raises the need for increased awareness of the value of service.
d:r: What is the internal view of the role of the
designer and customer experience?
Looker: Design is essentially the ability to present and deliver an environment in which a range
of products can be successfully merchandised
and sold. How that's visually translated is the
designer's role to influence through store design,
lighting, materials, fixtures and displays. All
these components combined should enhance the
customer journey and underpin an individual
brand's look and feel. Cost is hugely important, however, as the level of premium brands
MARCH 2014
DESIGNRETAILONLINE.COM
increases within the store group, our materials
and application of materials has had to evolve,
especially in flagship stores, to align with increasingly more premium finishes.
d:r: Where does the tension exist internally
around store design, and how does it get resolved?
Looker: Finances and brand DNA are the greatest
cause of debate. While your brand moves inexorably in a better service-led direction, with increased
means to market and improved brand environments, the underlying structure and general
d:r: How do you think store design will
change over the coming years?
Looker: I believe stores will have to
provide a seamless link to the online
experience. To have all these brands at
their fingertips, and not be able to fulfill product
inquiries, will not be acceptable. I'd imagine the
growth in Genius Bar-style portals within stores
to bridge Web-based inquiries will increase to
support personalizing the experience. I also see
the advancement of data being used to support
virtual recommendations around brand collections, creating almost personalized collections
for customers. On the other hand, I see stores
slowing down their pacing and creating hubs of
calm dedicated to allowing customers more time
directly with products.
- Robert Hocking
http://www.DESIGNRETAILONLINE.COM
Table of Contents for the Digital Edition of design:retail - March 2014
design:retail - March 2014
Contents
Editor's Note
Show Talk
On Trend
We Love This!
Designer Picks
Innovation
Postcard
Before & After
How'd They Do That?
Have You Heard?
Perspectives
The Visual Eye
Searhing for Steve Jobs
2014 Markopoulos Award
Come & Play
McDonald's
Starbucks
Beyman
Hointer
Smart Tech
Retail
Design Leaders Listings
GlobalShop 2014: The Ultimate Show Guide
Products
Backstory
design:retail - March 2014
https://www.nxtbook.com/nxtbooks/designretail/20200708
https://www.nxtbook.com/nxtbooks/designretail/20200506
https://www.nxtbook.com/nxtbooks/designretail/20200304
https://www.nxtbook.com/nxtbooks/designretail/20200102
https://www.nxtbook.com/nxtbooks/designretail/20191112
https://www.nxtbook.com/nxtbooks/designretail/20190910
https://www.nxtbook.com/nxtbooks/designretail/201907
https://www.nxtbook.com/nxtbooks/designretail/201906_v2
https://www.nxtbook.com/nxtbooks/designretail/201906
https://www.nxtbook.com/nxtbooks/designretail/201905_v2
https://www.nxtbook.com/nxtbooks/designretail/201905
https://www.nxtbook.com/nxtbooks/designretail/201904
https://www.nxtbook.com/nxtbooks/designretail/2019_v2
https://www.nxtbook.com/nxtbooks/designretail/201903_v2
https://www.nxtbook.com/nxtbooks/designretail/201903
https://www.nxtbook.com/nxtbooks/designretail/20190102_v2
https://www.nxtbook.com/nxtbooks/designretail/20190102
https://www.nxtbook.com/nxtbooks/designretail/20181112_v2
https://www.nxtbook.com/nxtbooks/designretail/20181112
https://www.nxtbook.com/nxtbooks/designretail/201810
https://www.nxtbook.com/nxtbooks/designretail/201809
https://www.nxtbook.com/nxtbooks/designretail/201808
https://www.nxtbook.com/nxtbooks/designretail/201807
https://www.nxtbook.com/nxtbooks/designretail/20180607
https://www.nxtbook.com/nxtbooks/designretail/20180405
https://www.nxtbook.com/nxtbooks/designretail/201803
https://www.nxtbook.com/nxtbooks/designretail/201802
https://www.nxtbook.com/nxtbooks/designretail/201801
https://www.nxtbook.com/nxtbooks/designretail/20171112
https://www.nxtbook.com/nxtbooks/designretail/201710
https://www.nxtbook.com/nxtbooks/designretail/201709
https://www.nxtbook.com/nxtbooks/designretail/201708
https://www.nxtbook.com/nxtbooks/designretail/201707
https://www.nxtbook.com/nxtbooks/designretail/201706
https://www.nxtbook.com/nxtbooks/designretail/201704
https://www.nxtbook.com/nxtbooks/designretail/201703
https://www.nxtbook.com/nxtbooks/designretail/201702
https://www.nxtbook.com/nxtbooks/designretail/201701
https://www.nxtbook.com/nxtbooks/designretail/20161112
https://www.nxtbook.com/nxtbooks/designretail/201610
https://www.nxtbook.com/nxtbooks/designretail/201609
https://www.nxtbook.com/nxtbooks/designretail/201608
https://www.nxtbook.com/nxtbooks/designretail/201607
https://www.nxtbook.com/nxtbooks/designretail/201606
https://www.nxtbook.com/nxtbooks/designretail/20160405
https://www.nxtbook.com/nxtbooks/designretail/201603
https://www.nxtbook.com/nxtbooks/designretail/201602
https://www.nxtbook.com/nxtbooks/designretail/201601
https://www.nxtbook.com/nxtbooks/designretail/20151112
https://www.nxtbook.com/nxtbooks/designretail/201510
https://www.nxtbook.com/nxtbooks/designretail/201509
https://www.nxtbook.com/nxtbooks/designretail/201508
https://www.nxtbook.com/nxtbooks/designretail/201507
https://www.nxtbook.com/nxtbooks/designretail/201506
https://www.nxtbook.com/nxtbooks/designretail/20150405
https://www.nxtbook.com/nxtbooks/designretail/201503
https://www.nxtbook.com/nxtbooks/designretail/201502
https://www.nxtbook.com/nxtbooks/designretail/201501
https://www.nxtbook.com/nxtbooks/designretail/20141112
https://www.nxtbook.com/nxtbooks/designretail/201410
https://www.nxtbook.com/nxtbooks/designretail/201409
https://www.nxtbook.com/nxtbooks/designretail/201408
https://www.nxtbook.com/nxtbooks/designretail/201407
https://www.nxtbook.com/nxtbooks/designretail/201406
https://www.nxtbook.com/nxtbooks/designretail/20140405
https://www.nxtbook.com/nxtbooks/designretail/201403
https://www.nxtbook.com/nxtbooks/designretail/201402
https://www.nxtbook.com/nxtbooks/nielsen/designretail_201401
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20131112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201310
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201309
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201308
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201307
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201306
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130203
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201301
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20121112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201210
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201209
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201208
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201207
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201206
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20120405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20120203
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201201
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20111112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201109_v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201109
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201108_v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201108
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201107
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201106
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20110405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201103
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20110102
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20101112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201010
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201009
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201008
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201007
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201006
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20100405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201003
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20100102
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20091112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200910
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200909
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200908
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200907
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200906
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200905
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200904
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200903
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200902
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200901
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200812
https://www.nxtbookmedia.com