I’ve always had a natural curiosity about how to leverage technology in creative ways. Additionally, in the last 15 years, I really wanted to focus more on how people spend their free time, and what types of experiences leave lasting impressions.
What initially ignited this particular focus was my career with The Walt Disney Company, a thrilling and fulfilling adventure, to be sure. Company-wide, my colleagues were highly-talented and singularly amazing individuals who inspired me regularly with their creativity, as well as their understanding of what makes great guest experiences. (hint: details matter!)
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Great authors and thinkers (Steve Jobs, Randy Pausch – Author of “The Last Lecture” and ex-Imagineer) also propelled me to consider what constitutes best practices and how consumers really think (Paco Underhill – “Why We Buy”). What resonated with me most were the crucial role simple ideas and “aha” moments played in providing clues to shopper/consumer behaviors and their emotions: what causes people to go to a particular place; pick up, buy, order a product; desire a meal deal; or return to specific hotel? Essentially, guests and shoppers buy into products, services and places that feed their need to feel safe, comfortable, emotionally touched and/or proud of their connection to the brand.
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From the very beginning, Walt understood emotional and sensory cues. While technology was ever-present, it was a core-enabler. It was NEVER meant to be a substitute for story, nor was it the star of the show. Today, great expressions of brands and products should not be about technology, but instead focused on the brand DNA that occurs in the physical design of a store, restaurant, spa or hotel.
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Today, when guests enter most stores or restaurants, they see flat panel displays, audio fixtures and lighting hanging on walls or off a beam. These elements are often misplaced and misused. Instead of enhancing the space, thereby the experience, they generally turn brick and mortar real estate into boxes of visual noise. Conversely, multi-sensory storytelling and purposeful technology design can create a transformational guest experience, resulting in a deeper connection with a brand.
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Speaking of noise, shoppers are constantly bombarded by information “pushed” through their mobile devices via apps that inform them of better bargains and/or other offerings, all spurring them elsewhere! Retailers are often complicit in encouraging this behavior by using QR codes or other mobile experiences through their own apps. It is absolutely counter-intuitive, not to mention counterproductive, for retailers to want their guests wandering around their stores, heads down, futzing with smart phones, being totally distracted from what should be garnering their attention.
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Ultimately, employees should be able to utilize technology to comfortably and naturally dialogue with a shopper/guest to generate additional value and sales. Providing this concierge-level of experience (or at least a “Cheers” customer recognition moment – aka NORM) should be a clear goal and part of any in-store experience.
Over the course of the next 6 months, I will write about new ways of thinking about placemaking, presenting fresh ideas and observations on the constantly changing landscape of retail and hospitality as well as how to transform brands through the use of technology. I will also invite well-known and respected guests to join me and provide their own points of view along the way.
Thanks for reading the inaugural edition of “Fresh Ideas.”