Design is not just what it looks like and feels like... Design is how it works.
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Steve Jobs
CONCEPT DESIGN
Much of our work is with large Format Destination Stores, but we have worked with many Smaller Format Stores. The challenge is the same. To create unique Retail Concepts that establish and differentiate the Retail Brand in a highly competitive market place.
Ideas for new Retail Concepts may come from a systematic screening process or they may be inspired by the vision of the business Founder or another individual. The decision to run with a new concept is essentially a judgement call by management. However, the key to moving forward successfully is whether the idea can meet the challenge of the next stages in the process - full Concept Development followed by Concept Build.
FIRST STEPS
Innovation may come from a recognition of a need or desire for change, or an insight into market place, or from social and technological dynamics that suggests a new and sometimes disruptive business model.
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Detailed analytics, carefully thought through competitive positioning and strong branding are vital to the development of successful Retail Concept. From the first idea to the initial concept, strong analytics and a thought through retail proposition need to underpin the Project Team's work. Start with the customer experience and innovate from there.
THE BIG IDEA
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Out of the many concept designs, selecting the big idea is the crucial decision. It becomes the focus of the whole project team and the centre of Concept Development work. Not all big ideas work. Remember the Edsel?
DOES IT LOOK DO-ABLE?
The CEO needs to take a long hard look and complete a robust reality check at this stage before the go-ahead is given. Among the key questions- Where will it take us strategically? What investment requirement are we likely to face? Do we have the likely operating capability and technology required?