Last week the Barber team attended the Retail Design Expo in London where Doug was honoured to be moderating a panel discussion on ‘New Store Formats’
The panellists were Emma Gullick, senior 3D designer for Phoenix Wharf and Caroline Philipson, Head of Store Development for Ann Summers.
Doug kicked off the discussion by suggesting that Retailers need to emulate a seamless experience across both portals – physical and online. This was followed by questions and answers discussing what ‘Experience’ actually means in the context of retail.
Emma suggested that it is not just a transaction – it’s getting something extra and Caroline agreed. At Ann Summers it’s a good staff experience where you feel understood. Doug suggested that a good retail experience is one where the customer comes away feeling enriched:
“The staff are essential in informing and tailoring the experience to the needs of each individual client. You still cannot get this face to face interaction, recommendation, tactility online. This is what the bricks and mortar store needs to champion.”
Here are a few pictures of the panel and the event. If you haven’t been to the Retail Expo before it really is worth a visit. Book yourself in for the next one which will be on 1st – 2nd May 2019. It is free to attend if you’re a delegate and as you can see from this picture of the exhibition space, it is very well-attended.
Did you attend the panel discussion? How important do you think it is that retailers have a seamless multi-channel experience? Let us know in the comments section below!