THE EXPERIMENT 2010 CASTELANO ON LINE HOW TO
THE EXPERIMENT 2010 CASTELANO ON LINE OFFLINE

Online is a frame, it gives you a small windowвЂ¦. вЂњBut the customer doesnвЂ™t really experience online like that. вЂњSometimes we think the beauty of online is that you can put out all manner of choices there вЂ“ there is an endless amount of inventory,вЂќ Kaminkow said. More than just innovative tech, she noted, customers want a shopping experience that is exciting and engaging.

THE EXPERIMENT 2010 CASTELANO ON LINE HOW TO

Brands can experiment with pop-ups to figure out how to push the level of imagination and the level of entertainment into the experience.вЂќ вЂњThat does not need to be a pop-up вЂ“ that needs to be all of the time. вЂњImagination around retail isnвЂ™t happening enough,вЂќ Kaminkow said. The space included a jumbo Etch-a-Sketch and a LEGO pirate ship, but also gave every shopper a custom lanyard and a digital RFID key so they could immediately purchase items that caught their or their childrenвЂ™s eyes. вЂњMore retailers need to to get to the place of asking, вЂIf we recreated this company and started online first, what does that mean now for the physical touchpoint? Then they can start getting to what they are actually willing to prioritize.вЂќДЄnother example of innovative retail done right: The Target Wonderland holiday market that the retailer set up in New York City this past Christmas, Kaminkow said. No one is going to win that way, she noted. Instead, many retailers are вЂњtaking a fire hose and sprinkling across a zillion different things and nothing is exceptional,вЂќ Kaminkow said. When you watch what somebody actually does when they donвЂ™t think youвЂ™re watching, youвЂ™ll see what you need most to convert them.вЂќ вЂњYou watch women go through the aisles at a grocery store and open up caps and smell, or open up diaper bags and feel the diapersвЂ¦. вЂњOne of the best ways to think about how to innovate is to see what customers are doing when they donвЂ™t think anybodyвЂ™s watching,вЂќ she said. вЂњThe vast majority of stores you walk into are the same as they were 20-30 years ago.вЂќ вЂ“Andrew Cherwenka

Designed specifically for commuters, the market offers food, shopping and services in a clean, modern space вЂ“ one of the first private developments to open in a New York subway station. As an example, she pointed to the Turnstyle market that recently opened under Columbus Circle in New York City. Where retailers can start, Kaminkow said, is thinking about how to use technology strategically to give customers what they want, when they want it, and to make the shopping experience something special. вЂњThe third thing thatвЂ™s sadly missing is any is any sense of collaboration even between competitors.вЂќ вЂњMost retailers are not making that investment.вЂќ Second, retailers need expertise вЂ“ also hard to obtain because many of the best engineers and designers are looking to work for tech companies, rather than retail. вЂњItвЂ™s very hard to do and very expensive,вЂќ he said. I used to sell shoes when I was a teenager, and nothing about that process has really changed.вЂќДЇirst, retailers need a platform that integrates relevant back- and front-end systems. вЂњThe vast majority of stores you walk into are the same as they were 20-30 years ago. вЂњThere are three reasons that retailers do not have good customer-facing tech,вЂќ Cherwenka said. Baker Retailing Center and Momentum Event Group. The conference was organized by WhartonвЂ™s Jay H.

The discussion was moderated by Vivek Raj, vice president and business unit head for retail and consumer goods for Tech Mahindra. She and Andrew Cherwenka, vice president for commercialization at design and innovation firm Kinetic CafГ©, spoke about the challenges brick-and-mortar and e-commerce companies are facing at the third Retail and Consumer Packaged Goods Summit held last week in New York City.

THE EXPERIMENT 2010 CASTELANO ON LINE OFFLINE

Retailers are still struggling to create a truly integrated online and offline experience вЂ“ and innovative tech isnвЂ™t the answer so much as deploying path-breaking practices in a strategic way, Kaminkow said.

The experiment 2010 castelano on line