Future shopping is not about buying

DISRUPTIVE E-RETAILJoël van Bodegraven

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@fabrique @jvb_nl

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Fabrique is an international design firm from the Netherlands, with a strong client base across Europe. We help brands develop vision and strategy, branding and innovation.

Hi there!

In this keynote, I would like to annotate the power and importance of context. At Fabrique, we get inspired by context and use learnings in our design process.

Context is key

RETAIL GIVES US ENERGYHere are some projects we’ve been working on…

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GINGER

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ELIZA WAS HERE

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STAATSLOTERIJ

Shopping is a form of recreation. Dutch city centres are changing since many shops go bankrupt. Shops need to innovate and we like to sparkle your creativeness.

We love our city centre!

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16.775Empty Dutch stores in small and medium city centres.

VS.We often tend to put stores and webshops against each other. The truth is, both can’t survive without each other. Offline benefits can’t be translated to online and visa versa.

The battle

+The Dutch government is developing policies to save the Dutch city centres by reducing rents and initiating partnerships. A lovely initiative but it’s not the store, but store concept that needs no innovate.

It’s not the shop but…

THE CHALLENGEHow do we merge off- and online shopping and create a1+1=3 effect?

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Exploratio

nDecision

UseNeed

Confrontation with stimuli.

Experiencing products/services and comparing possibilities.

Using the product, telling peers about it. Writing online reviews.

The act of buying (both online or offline) and process that comes with it.

The amount of focus online for these phases.

The amount of focus offline for these phases.

Tekst… 4 perspectives

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1 The Magazine

STORY

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Story is a shop in New York that changes every 4 till 8 weeks from theme. With every theme comes a totally different store concept and product catalogue.

Every 4 till 8 weeks a different story

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Cool Story Color Story Art Story

EVERY 4 TILL 8 WEEKS A NEW STORY

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Actuality InteractionVariation

SUCCESS FACTORS

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Exploratio

nDecision

UseNeed

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2 The Living Room

CLUB MONACO

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Club Monaco has a brilliant flagship store in New York were people can read, drink coffee and shop. This removes the tension from shopping and focusses on relaxation and comfort.

Feel at home

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TWO WORLDS

A store that feels like a living room Clear and simple webshop that is… Despite the store, conversion-minded

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Everyone loves coffee LiteratureNice store design

SUCCESS FACTORS

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Exploratio

nDecision

UseNeed

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3 The Experience

APPLE STORE

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Ron Johnson, one of the founders and creators of the Apple Store concept were very clear about the intention. This isn’t a store, it’s an event at which your creativeness is sparkled and you can experience Apple products.

It’s not a store, it’s an event!

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Guests (in Q4, 2015)

120.000.000

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‘Open’ interior designExperienceContext

SUCCESS FACTORS

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Exploratio

nDecision

UseNeed

FLINDERS

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Flinders is a Dutch design store that offers their products via a store, webshop and café. The last one is interesting. It’s a quite popular café in Amsterdam were you sit on stuff you can buy!

Store, webshop and cafe

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CaféWebshopStore

SUCCESS FACTORS

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Exploratio

nDecision

UseNeed

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4 The Encounter

GAMEKINGS STUDIO

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Shopping mall Hoog Catharijne wanted to reach a different target group. They had troubles reaching them and partnered up with a television show called Gamekings from Blammo Media.

Game pop-up store

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Meet hero’sInteractionPlatform

SUCCESS FACTORS

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7.646Visitors

190.000Video views

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Exploratio

nDecision

UseNeed

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Context = keyIn order to reach the right target groups its important to immerse in their environment and map their context. Interested in how we do this at Fabrique? !Just send a mail to [email protected]

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Look Further.