design:retail - July 2015 - (Page 12)

show talk 012 There Is No Spoon I doug.hope@emeraldexpo.com @globalshopshow F YOU HAVE been following shop- per research lately, you've had a lot to cover-probably because the accumulation of information available has been escalating rapidly. Shopper behavior has quickly changed with respect to the use and influence of digital devices, including computers, smartphones and in-store technology-and virtually every successive analysis has shown impressive growth. According to the latest Deloitte study, "Navigating the New Digital Divide," 80 percent of consumers now access products and brands on their own digital devices prior to entering a physical store. The same investigation shows that by the end of this year, there will have been $2.2 trillion worth of purchases influenced by digital means. Recognizing the imperative need to meld the digital and physical experience is one point that many retailers aren't yet heeding. This is understandable, as the acceleration of change is unlike any seen in retail before. Earlier this year, GlobalShop focused on the in-store "Path to Purchase," in part leading and in part reflecting a late-to-market trend focusing on the in-store piece. For several years, CMOs and CEOs alike have focused attention and budgets on the path, 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 JULY 2015 DOUG HOPE FOUNDER AND SHOW DIRECTOR, GLOBALSHOP DESIGNRETAILONLINE.COM attempting, in vain, to connect with the shopper at each point along the way. Considering the unpredictable maneuvering between physical and digital worlds that the typical shopper exhibits, the goal of reaching the buyer at points along the path is elusive and impossible. In fact, the point is: there is no path. In the original "Matrix" movie, Keanu Reeves' character, Neo, is challenged to bend a spoon in his hand. When he fails to do so, a child explains to him that it's impossible to bend the spoon if he focuses on the object, instead of realizing that the spoon is in his mind and, therefore, his mind must change in order to pin down the spoon-because there is no spoon. In the same way, the retail view of the path radically needs to be altered, as literally there is no 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 path, because the shopper is always in the store, whether digitally or physically. The technology has become so pervasive-and the usage so universal-that there's no longer a distinction. To look at yet another Hollywood example, HBO no longer buys or publishes overnight ratings-they abandoned this practice six months ago. Why? Because HBO recognizes that the viewer has limitless opportunities to consume the content, not only in their living rooms, but also in airplanes, hotels and, because of new platforms in the à la carte availability of the network, on iPads, phones and computers-virtually anywhere, anytime. HBO has realized that there is no sofa. Digital strategy needs to be store strategy-there should be no separate silos of physical and digital in the corporate structure, but rather a consistent and inclusive experience brought to the shopper by retail leadership. And this happens when a business corporately maneuvers between physical and digital spaces just as seamlessly within the organization as it does in its stores. → 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 Photo by MARK MORTENSEN/ISTOCK/THINKSTOCK http://www.GlobalShop.org http://www.DESIGNRETAILONLINE.COM

Table of Contents for the Digital Edition of design:retail - July 2015

design:retail - July 2015
Contents
Editor’s Note
Show Talk
On Trend
We Love This!
Designer Picks
Clicks & Mortar
Have You Heard?
Mingle
Perspectives
Shopper Insights
Shopping with Paco
From Concept to Completion
Brothers Marketplace
Nebraska Furniture Mart
Fixture Leaders
Fixture Products
Backstory

design:retail - July 2015