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Mike Roberts, Chief Creative Officer

At the Retail Design Expo 2016, we were delighted to be asked to give a keynote presentation entitled “Understanding the importance of analytic appraisal in retail design.” Grab a drink, sit back and enjoy our 20-minute presentation.

Who is this presentation for?

The curious and inquisitive who are wondering how they can deliver analytics to prove the impact of their retail design changes.

Why should we take note of analytic appraisal in retail design?

In the world of e-commerce, data-driven decision-making is the norm. The ability to analyse advanced customer journey data and AB test is relatively easy to implement and doesn’t have to hit the wallet hard either. And the resulting ROI is demonstrable and therefore worthy of more investment.

The expectation of this new working model based on analytic learning and proven results is being demanded of the real, as well as the virtual world.

How do you analyse and learn from retail design changes?

To date test and learn has been extremely challenging to achieve in a retail environment, where making changes is far more costly than in the virtual world, and delivering analytics on changes is difficult to control.

The North Face challenged this difficulty. The scale of investment in a global roll out of a new retail proposition demanded analytics be included in the creative process. The learnings from this process have been vast;

  • How to recreate a true to life shopping experience within which to measure results
  • How to manage the mystery shopper’s reason for browsing
  • Even experimentation with the use of Oculus Rift.

The design learnings have also been insightful:

  • The preference for social above solitary imagery of explorers
  • The desire for tactility
  • The need to rezone to manage customer navigation
  • The quest to achieve contextual relevance.

What will this presentation show you?

In this session, we share the findings of our experimentation with an iterative, analytical test and learn process for The North Face. And we will demonstrate the way in which rigorous research and analysis can minimise risk and subjectivity and help deliver measured return in a large scale retail change program.

The presentation was given by Sam Langley-Swain, our Strategy and Insights Manager, and Mike Roberts, our Chief Creative Officer.

If you would like to know how we can help your brand with retail insights, get in touch with us today.