The course of a holistic
spatial / physical retail design elements lay-out / routing sight-lines / focus points product placement / VM process ANALYSIS interior & exterior shell communication furniture in-store communication organisational & logo DEVELOPMENT corporate identity operational external communication elements digital content development service KEY: - sketches personel - 2D & plans of all the distribution/logistics critical assessment of - capacity / product placement touchpoints check-out process the retailer brief - wireframes (web, mobile, etc.) Retail - levels of communication digital & Design - 3D & renderings Lab tool - Kapferer - brand prism - material board technological brand experience - brand moodboard elements design language - models / rapid prototyping storytelling - brand pyramid website / webshop - virtual technology payment system functional components data-technology sensory elements offer communication methods practical tool identity products & services personality characteristics brand values VM & presentation “status quo” direct competitors tone of voice - trendwatchers - sense matrix image / visual identity start-ups - design guidelines intermediate history offer retail-, and - retail safari step & consumer trends - magazines / academic - Osterwalder staff service literature operational - benchmarking bussiness model BRAND needs unexpected - SWOT-analysis conceptbook component factor - Porter (5 forces model) brand manual next step...? - positioning diagram organisation IN-STORE how to create staff difference, novelty, bussiness model EXPERIENCE discovery distribution / logistics design process turnover / profit contextual phase vision for the future technical analysis elaboration physical store location traffic, accessibility, space facilities, environment CUSTOMER DETAIL 7 personality DESIGN - technical - consumer interviews drawings - personas self-image online & offline buying behavior store factors lifestyle touchpoints functional & structure / lay-out experiential communication - mock-up tenders expectations - furniture & budgeting value perceptions prototyping prototype needs & test 7 customer journey - consumer observations - shopping motivations supervision & project follow-up determining the BRIEF strategy & defining the project adjusting the objectives initial brief?
IMPLEMENTATION - analysis report - debrief delivery & EVALUATION kick-off meeting opening retailer & design agency - design brief determining the over- arching story/ backbone of the brand - experience design CONCEPT generator
price offer roll-out - company presentation retailer contract - company presentation design agency - team brainstorming evaluation of the - scenario development - metaphors project objectives - storyboards - moodboards determining the - Van Tongeren - sketches NEXT “ingredients” Platform Development - bubble plan STEPS? of the retail formula Model - customer journey mapping