Spanke Retail Isn't Dead

Innovative Strategies for Brick and Mortar Retail Success
1. Auflage 2020
ISBN: 978-3-030-36650-6
Verlag: Springer International Publishing
Format: PDF
Kopierschutz: Wasserzeichen (»Systemvoraussetzungen)

E-Book, Englisch, 139 Seiten, eBook

This book provides an accessible and multifaceted vision of the ongoing changes in the retail industry, presenting practical steps a retailer can take in their store to adapt to the digitized world. The benefits of online commerce can be transferred to physical retail, and brick-and-mortar businesses can expand on their existing advantages. Using these strategies, physical stores can not only compete with online retail, they can offer even more to their customers. Store closures are taking place at a staggering rate, and this book offers guidance on how to overcome the so-called retail apocalypse. The book offers 15 innovative strategies on how to: Transfer the benefits of online shopping to physical storesDevelop new, interactive brand experiencesApply latest in-store technologiesPresent customers a more sustainable, greener store experience Also included are practical tips for each strategy and 50 best-practice examples from around the world. With this book, readers will learn to navigate the changing retail landscape.


Matthias Spanke is Founder and Chief Executive Officer of the full-service visual merchandising agency BIG IDEAS with headquarters in the USA and Europe. In his 25-year career he has been shaping brand experiences of leading retailers worldwide. His expertise covers the development and implementation of successful strategies for the in-store brand experiences of more than 100 leading companies.  Spanke's career began in Europe, where he was Global Head of Visual Merchandising for leading chain stores. In 2009 he shifted to the agency side as a founder and partner and supported internationally renowned brands as Retail Consultant and Creative Director. When Macy's Inc. offered Spanke the position of Vice President Creative Director of Visual Merchandising, he moved to New York, where he was responsible for the visual concept of all Macy's stores in the US. In 2017, Spanke left the department store chain to found the full-service agency BIG IDEAS Visual Merchandising. Since then, he has been Chief Executive Officer of the agency. Spanke's strategic leadership is driven by his passion for creative and innovative solutions that fit the respective brand precisely. An expert in brick-and-mortar retail and visual merchandising, Spanke regularly gives presentations and leads workshops on the retail trends and retail experience. He is the author of two industry books and more than 30 articles for industry magazines.

Zielgruppe

Professional/practitioner

Autoren/Hrsg.

Spanke, Matthias

Inhaltsverzeichnis

1;Preface;5
2;Acknowledgements;8
3;Contents;10
4;List of Images;12
5;Part I;14
5.1;1: Testing and Playing;15
5.1.1;Call to Action;16
5.1.2;DUER Performance: A Denim Playground for Adults;17
5.1.3;Nike: In the Test Zone;18
5.1.4;Canada Goose: Ice Age in Hong Kong;20
5.1.5;Sonos: At Home in the Store;21
5.1.6;b8ta: Test Phase at the Rental Store;22
5.1.7;Samsung 837: Retail-Tainment;24
5.1.8;Apple: Apple of Knowledge;25
5.1.9;Bibliography;26
5.2;2: Paid Experience;28
5.2.1;Call to Action;29
5.2.2;Tiffany & Co.: Breakfast at Tiffany’s;29
5.2.3;American Girl: Wellness for the Doll;30
5.2.4;MUJI: Eating, Sleeping, Shopping;32
5.2.5;Bibliography;33
5.3;3: Pop-Up Shop;34
5.3.1;Call to Action;35
5.3.2;Foot Locker: Sneakers on Tour;36
5.3.3;John Lewis & Partners: A Night in the Department Store;36
5.3.4;Jelmoli: Destination to Innovation;38
5.3.5;Nordstrom: Pop-in Boutique;39
5.3.6;Macy’s: Retail as Service;40
5.3.7;Bibliography;41
5.4;4: Community Hub;42
5.4.1;Call to Action;43
5.4.2;Lululemon: In the Om Club;44
5.4.3;American Eagle Outfitters: Wash & Meet;45
5.4.4;Capital One: Community Banking;46
5.4.5;Barclays: Local Leader in Innovation;47
5.4.6;Bibliography;48
6;Part II;49
6.1;5: Augmented Reality;51
6.1.1;Call to Action;52
6.1.2;Charlotte Tilbury: Simulated Styling;53
6.1.3;Zara: Shop the Look;54
6.1.4;Bibliography;55
6.2;6: Virtual Reality;56
6.2.1;Call to Action;58
6.2.2;The North Face: Desert Expedition in the Big City;58
6.2.3;Lowe’s: Award-Winning “Holoroom”;59
6.2.4;IKEA: Moving Furniture Virtually;60
6.2.5;Audi: A 3D Simulator Leading to Your Dream Car;61
6.2.6;Bibliography;63
6.3;7: Artificial Intelligence;64
6.3.1;Call to Action;66
6.3.2;HSBC: Meet Pepper;66
6.3.3;Amazon Books: The Algorithm of Our Desires;67
6.3.4;Uniqlo: “Neuro-Headset” for the Purchase Decision;69
6.3.5;H&M: Trend Scouts AI & Big Data;70
6.3.6;Bibliography;71
6.4;8: RFID: Radio Frequency Identification;72
6.4.1;Call to Action;73
6.4.2;Pepe Jeans: Pants in Radio Communication;73
6.4.3;Lululemon: Yoga Meets Technology;75
6.4.4;Macy’s: Never “Out of Stock”;76
6.4.5;Bibliography;77
7;Part III;78
7.1;9: Social Networks;80
7.1.1;Call to Action;82
7.1.2;LINE FRIENDS: Selfie with a Plush Giant;82
7.1.3;Victoria’s Secret: Happy Brand Ambassadors;83
7.1.4;H&M: Customers as Cover Models;84
7.1.5;Bibliography;85
7.2;10: In-Store Apps;86
7.2.1;Call to Action;87
7.2.2;The Home Depot: My Personal Assistant;87
7.2.3;Nike: The Perfect Flow;88
7.2.4;7FRESH: The App Does It All;90
7.2.5;Bibliography;92
7.3;11: Easy Checkout;93
7.3.1;Call to Action;94
7.3.2;Target: Dual Speed—Quick or Inspiring?;94
7.3.3;Zara: Try on, Pack, and Leave;95
7.3.4;Marks & Spencer: High Speed Shopping During the Break;96
7.3.5;Albert Heijn: Tap to Go;97
7.3.6;Amazon Go: Shopping with an AI Camera;99
7.3.7;Bibliography;100
7.4;12: Pickup and Returns;102
7.4.1;Call to Action;103
7.4.2;Nordstrom: Pickup in the District;104
7.4.3;Walmart: “Pickup Tower” for XL Purchases;105
7.4.4;Kohl’s: Growing with Amazon Returns;106
7.4.5;Bibliography;107
7.5;13: Delivery;108
7.5.1;Call to Action;109
7.5.2;IKEA: Format for City Dwellers;110
7.5.3;7-Eleven: Deliver and Care;111
7.5.4;Bibliography;112
8;Part IV;113
8.1;14: Point of Sale;114
8.1.1;Call to Action;115
8.1.2;BOTTLETOP: Store Design Printed by a Robot;115
8.1.3;IKEA: Sustainability Record on the Thames;117
8.1.4;Original Unverpackt: Fill It Yourself at the Supermarket;119
8.1.5;Ekoplaza: “Plastic-Free Aisle”;120
8.1.6;Bibliography;122
8.2;15: Rent, Resale, Redesign;123
8.2.1;Call to Action;124
8.2.2;ba&sh: Free Choice in the “Dream Closet”;124
8.2.3;American Eagle Outfitters: Rental Subscription for Outfits;126
8.2.4;REI: “Used Gear Swap”—Exchange Platform for Outdoor Fans;127
8.2.5;Eileen Fisher: Test Site for Upcycling;127
8.2.6;Bibliography;129
8.3;16: Closing Words;130
9;BIG IDEAS Visual Merchandising;132
10;BIG CAREERS Retail Recruitment;134
11;Index;135

1. Testing and Playing.- 2. Paid Experience.- 3. Pop-up Shop.- 4. Community Hub.- 5. Augmented Reality.- 6. Virtual Reality.- 7. Artificial Intelligence.- 8. RFID: Radio Frequency Identification.- 9. Social Networks.- 10. In-Store Apps.- 11. Easy Checkout.- 12. Pickup and Returns.- 13. Delivery.- 14. Point of Sale.- 15. Rent, Resale, Redesign.- 16. Closing Words.

Über Autor(innen)

Matthias Spanke
is Founder and Chief Executive Officer of the full-service visual merchandising agency BIG IDEAS with headquarters in the USA and Europe. In his 25-year career he has been shaping brand experiences of leading retailers worldwide. His expertise covers the development and implementation of successful strategies for the in-store brand experiences of more than 100 leading companies. 
Spanke's career began in Europe, where he was Global Head of Visual Merchandising for leading chain stores. In 2009 he shifted to the agency side as a founder and partner and supported internationally renowned brands as Retail Consultant and Creative Director. When Macy's Inc. offered Spanke the position of Vice President Creative Director of Visual Merchandising, he moved to New York, where he was responsible for the visual concept of all Macy's stores in the US. In 2017, Spanke left the department store chain to found the full-service agency BIG IDEAS Visual Merchandising. Since then, he has been Chief Executive Officer of the agency. Spanke's strategic leadership is driven by his passion for creative and innovative solutions that fit the respective brand precisely.
An expert in brick-and-mortar retail and visual merchandising, Spanke regularly gives presentations and leads workshops on the retail trends and retail experience. He is the author of two industry books and more than 30 articles for industry magazines.