Some retail sectors have “gone from the age of efficiency to the age of experience”, and are having to learn new ways to communicate with customers in a new context, according to Samsung vice president of retail design Alan Robles.
Robles was speaking at Infocomm 2019 in Florida, last week, in a session called Reimaging Retail With Insights from the Experience Index. The session was co-hosted by Megan Lubaszka, creative media leader at Gensler.
Gensler has been seeking to categorise retail experiences, and to measure and put values on them in an index – some examples of which Lubaszka shared.
Speaking about Samsung’s developing store network, Robles said that the technology brand is learning lessons with every store it opens about what customers want and expect. This includes facing fundamental questions about what the stores are for, he says.
“The way we are approaching retail is that we are not focused so much on where you buy the product, so much as on creating the great products,” Robles told the Infocomm audience. ”We need to make stores perform from a product ecosystem point of view.”