design:retail - June 2015 - (Page 8)

show talk 008 Pickup Lines I DOUG HOPE FOUNDER AND SHOW DIRECTOR, GLOBALSHOP doug.hope@emeraldexpo.com @globalshopshow F THERE'S ONE area of retail spending that's getting attention now, it's the "mashup" of physical and digital, blending the two together to meet consumer demand and to deliver efficiency and convenience to the mobileenabled, on-the-go shopper. Analysts project that 2016 will see a new peak in the arena (perhaps even higher in 2017), as a sharper vision on delivering a new retail experience evolves. Certain expenditures will skyrocket: beacon technology, for example, which is expected to grow from a 30 percent saturation in the nation's leading 100 chains to almost 90 percent by 2016. But, spending on the new physical/digital shopper experience isn't all about technology, and design certainly remains at the forefront. It's likely that in-store analog interior pieces, like ﬁxtures and lighting, will continue to exceed that of tech spending. Case in point, beacon-enabled mannequins featured at GlobalShop 2015 were still a bit pricier than the beacons inside them. Perhaps a more obvious, and bigger-ticket, development impacted by new shopper trends is the growth of "Buy Online, Pick Up In-Store," or BOPUS. At-home, in-office and on-the-run shoppers increasingly obsessed with immediate GlobalShop 2016 March 23-25 Sponsored by A.R.E. In cooperation with IIDA Mandalay Bay Convention Center Las Vegas | GlobalShop.org CONTACT US: 1145 Sanctuary Pkwy., Ste. 355 Alpharetta, GA 30009-4772 JUNE 2015 DESIGNRETAILONLINE.COM gratification and convenience look to BOPUS capability-more than half of shoppers express interest in this option. And with the growth of BOPUS, we need to re-think how that function works-and, more importantly, how it's designed. In many stores, BOPUS is an afterthought at best. At worst, it's downright punishing to the shopper. As BOPUS grows to a top-of-mind retail experience, consider the following: should pickup areas be at the back of the store? Located in customer service areas? Should BOPUS have a drive-up window for even greater convenience? Should BOPUS SHOW STAFF: → Founder and Show Director Doug Hope (770) 291-5453 doug.hope@ emeraldexpo.com → Sales Manager Roarke Dowd (770) 291-5428 roarke. dowd@emerald expo.com → Account Executive Dreama McDaniel (770) 291-5420 dreama.mcdaniel@ emeraldexpo.com → Account Executive Kerry Tyler (770) 291-5432 kerry.tyler@ emeraldexpo.com merchandise be caged? Should related items be offered with order fulfillment? What about the queue? Or returns and exchanges? Should BOPUS be treated as a premium retail experience, worthy of the presentation and process for a fast-growing, aﬄuent and younger shopper? And if so, what is diﬀerent about BOPUS than what we have today? If deemed worthy of the investment, and you have a blank slate to work with, what will you create? With the "Uberﬁcation" of shopping, drone delivery and same-day experience, will BOPUS become the next retail "insider" term that shoppers adopt, like Black Friday or BOGO? Regardless, this is a design-centric physical/digital initiative that needs a tremendous push. GlobalShop featured a BOPUS project this year, and even launched an effort to create an industry-wide BOPUS icon to help shoppers easily identify the in-store pickup area. Whether that noble venture happens or not, BOPUS deserves your attention, and it's likely your company needs you moving this opportunity forward. → Marketing Director 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 → Executive Vice President Joe Randall joe.randall@ emeraldexpo.com EMERALD EXPOSITIONS: → CEO and President David Loechner → CFO and Treasurer Philip Evans → Chief Information Oﬀicer Bill Charles → Vice President, General Counsel and Secretary David Gosling → Senior Vice President, Operations Lori Jenks → Senior Vice President, Digital Teresa Reilly → Vice President, Marketing Services Joanne Wheatley → Vice President, Human Resources Eileen Deady → Vice President, Corporate Operations Denise Bashem Logo courtesy of YUNKER INDUSTRIES http://www.GlobalShop.org http://www.DESIGNRETAILONLINE.COM

design:retail - June 2015

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