How to identify customer pain points and create agile solutions that will ensure long term health for your brand? Alasdair Lennox walk us through innovation in retail at the 2016 Online & Offline Retail forum in Moscow.

2. Alasdair Lennox
Exec Creative Director EMEA
FITCH Retail and Brand Design Consultants

3. FITCH
Designingthe
futureofretail

4. Retail experience:
diagnostic & solutions
How to identify customer pain points and create agile
solutions that will ensure long term health for your brand.
§§

5. #OOR2016
#FITCHAgileRetail
@FITCHdesign
@isawthismorning
www.slideshare.net/FITCH_design/presentations

6. How do you innovate in retail
at scale, in a time of crisis?

7. Continuous innovation is the only
protection against disruption

8. Continuous innovation with
Carphone Warehouse - UK

9. All touch-points of the customer
buying journey analysed

12. All shopper pain points and
broken connections identified
Opportunities identified for;
A more seamless experience
Pause & resume not restart
Preventing ‘walk outs’ or ‘pirouettes’ in-store
Cross sale opportunities with new product displays
Reduced head count in-store
Cost savings in store construction
etc.

15. Where
Look?
Should
We

16. Agile work streams:
Physical:
Next retail fixture for new innovative products i.e. wearables
Moving accessory range to be adjacent to Click 'n Collect point
Introduce new paid services to store i.e. repairs and training
Simplify in-store communication hierarchy
Human:
Define staff tasks and locations - remove overlap of staff
Empower staff with product knowledge via tablets
Optimise service quantity throughout all opening hours
Digital:
Connect online configurator to in-store configurator display
Create a 'check-in' upon store arrival to CRM platform
Deliver window and in-store dynamic digital content

17. PHYSICAL

18. HUMAN

19. DIGITAL

21. Continuous innovation doesn’t have to mean:
A three/five year project length
Rolling out the same store, identically
Enormous CAPEX
Fully reliant on technology landing
Handicapped by legacy IT infrastructure

22. What if instead of a single brief for a ‘store of the future’
Retailers generate x10 mini briefs or x20 micro briefs?
And what if, because of their size, they could be
executed in record time?
Getting them live in store in weeks not months or years..

23. FITCH have adapting our thinking to
creating AGILE retail for our clients;
Sprint Cycles of x30 days design
Rapid prototyping of fixtures & digital
Real-time research live and in-store ongoing
New tools to allow us to track and monitor
- customer behavior and respond rapidly
Road Mapping
etc.

24. In Summary:
• Diagnose problems in your customer journey
• Create new innovative, creative solutions
• Move quickly to market with agile process
Because continuous innovation is the
only protection against disruption

25. Thank you
#OOR2016
#FITCHAgileRetail
@FITCHdesign
@isawthismorning
www.slideshare.net/FITCH_design/presentations