The store is the new media platform and the final battleground for shopper engagement. This is true for all types of retail, categories within stores, dealers, banks, and any environment where a company physically interacts with shoppers and customers. It is where 80% of buying decisions are made, most in under 4 seconds, and it is the only place where brand and product promise can deliver immediate satisfaction. Focusing on engaging shoppers at retail is now the most important thing a company can do, especially with the current environment of media fragmentation. Shoppers and consumers are not necessarily the same, and often the shopper is a gatekeeper for a whole group of consumers. Shoppers may have a different mission every time they enter a store or other location, and they have increasing expectations for delivery of an experience and not just a transaction.
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Successful design respects these important issues. At Miller Zell, we believe that in designing superior environments that deliver superior results form should follow function, but it should also take your breath away. Retail is theater and should deliver an experience, but design should also be based on research-based shopper insights, facts, and a clear articulation of a shared vision of success. Products and services must be treated as hero, but design & strategy are lost without 100% guaranteed professional implementation and accountability. In fact, planning for implementation is a strategic imperative that can deliver a true competitive advantage.We believe in transformational design - but it must be purposeful, measurable, and always assessed through a process of continuous process improvement.
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