A.R.E. RETAIL COUNCIL
Jerry Anderson, Auto Zone; Luis (Guto)
Andrade, Under Armour; Jason Arth, Sephora;
Maria Teresa Barham, Abumohor Intime
(Chile); Rob Bedard, Ultra Diamonds; Jennifer
Beesley, Michaels; Bevan Bloemendaal,
Timberland Marketing; Jackie Bonic, LCBO
(Canada); Alex Brig, Coach; Mark Brodeur,
Wal-Mart; Ron Brunette, Kilwins Chocolates;
Michael Cape, Cape Marketing Services; Ken
Chance, Total Wine & More; David Curtis,
Crocs Inc.; Tony Dallessandro, Brown Shoe Co.;
Marika di Cesare, Sixty SpA (Italy); Stephanie
Diakow, Mobilicity (Canada); Christiana
DiMattesa, Ann Inc.; Peggy Doughty, The
Container Store; Ray Ehscheid, Bank of America;
Sara Evans, Primark (UK); Russ Fama, QVC;
Ricardo Ferreira, Aki (Portugal); Jeff Fisher,
Luxottica Retail, Sunglass Hut; Jason Floyd,
Microsoft; Richard Geist, Uncle Sam’s Army
Navy Outfitters; Joe Goodbaum, TELUS Retail
Ltd. (Canada); Ignaz Gorischek, Neiman Marcus
; Felipe Gurza, El Palacio de Hierro (Mexico);
Richard Hamori, Hudson’s Bay Co. (Canada);
Cody Hancock, NEXCOM; Daniel Harris,
rue21; James Harte, Vestis Retail Group; Lee
Hawkinson, The Pantry; Gladys Hernandez,
PETCO; Joe Hess, OfiiceMax; David Hicks,
Canadian Tire; Robert Higgins, Fossil; Greg
Hill, RadioShack Corporation; Jim Hilyard,
Performance Inc.; Brenda Houston, Brenda
Houston; Andy Hudson, Speedo International;
Candace Huzel, Collective Brands Inc.; Brandon
James, Ted Baker; Marc Jamieson, TELUS
(Canada); Rob Jordahl, Belk; Noel Knecht,
Wal-Mart; Lynn Knutson, Frill Inc.; Abhimanyu
Kolar, EMAX (Saudi Arabia); Danette Kroll,
Foot Locker; Nitesh Kumar, Bata Thailand
(India); Robert LaFlamme, The Walt Disney
Co.; Sal Lenzo, Cache; Mark Looper, Collective
Brands Inc.; Paul Loux, Sephora; Chris Love,
BCBG Max Azria; Sam Lovelace III, Dollar Tree
Stores; Charles Luckenbill, OfficeMax; Barbara
Magstadt, Wal-Mart; Anthony Malet, Lucky
Brand Jeans; Tony Mancini, Las Vegas Sands
Corp.; Jeff Mason, The Finish Line; Shane
McCall, PetSmart; Erin McKenna, Nike; Michael
Mc Tamney, Pep Boys; David Meekings,
Hamleys Group (UK); Brian Merrill, Party City;
Jim Mitchell, The Bon-Ton Stores; Jennifer
Myerberg, NY & Co.; Ken Penniongton,
Wal-Mart; Gilles Perruchot-Triboulet, L’Oreal
Luxe Latin America (France); Tom Peterson,
Michaels Arts and Crafts; Alfredo Renteria, T.G. I.
Friday’s; Marc Riera, Nike; Al Rodgers, Dollar
Tree Stores; Steve Rogers, Wal-Mart; Christine
Russo, alice + olivia; Paul Schleef, Michaels
Stores Inc.; Vember Stuart-Lilley, Guess?; Lee
Svet, The Hershey Co.; Michael Trowbridge,
Limited Brands; Justin Vandermeer, Red Apple
Stores (Canada); Agustin Villamarin, Totta
Nalsani, S.A. (Columbia); Bob Waddell, Limited
Brands; Collin Wood Perdew, Sears Holding
Corp.; Laura Xuereb, WInners Merchants Int.
(Canada); Adeena Yang, Shantou (China);
Zuly Zaldivar, El Palacio de Hierro (Mexico);
Tracy Zaslow, Ross-Simons Jewelers;
Bink Zengel, Luxottica
This discussion is excerpted from a Retail Environments Network discussion on LinkedIn. Join
us at the Retail Environments Network—with more than 24,000 other industry professionals—
to continue this discussion or to start your own.
At the Macy’s shareholder meeting in June, CEO Terry Lundgren said:
“We’re testing [fixtures] that allow customers
to see physical product and search all the
inventory between dot-com and stores.”
What advances are you seeing
in integrating technology into fixtures?”
—Karen Schaffner, publisher, Retail Environments magazine
Technology and fixtures need to go hand in hand. We have a national wireless
customer who integrates interactivity in its phone displays. When a customer picks
up a phone, a monitor displays images and product information, including specs.
—Marc Dunker, creative director, Advanced Cabinet Systems, Marion, Ind.
The idea of the endless aisle tests very well in shopper research as the lines start to
blur between physical and digital spaces. The beauty of online is its endless options/
possibilities, with in-store offering the ability to see and touch the product.
—Michelle Fenstermaker, executive director, insights and strategy,
WD Partners, Dublin, Ohio
At Macy’s handbag department in the Palo Alto store, there is a kiosk that features an interactive tablet/iPad stand. I’ve seen customers standing there to
check in-store products and prices. The stand is next to a table of merchandise;
it would be an interesting experiment to see how customers interact with it if
it were placed directly near the entry door, as customers come into the store or department.
—Brian Steuer, president of CMSolutions, iStyleStand, and PacRim Manufacturing, Palo Alto, Calif.
Will technology change the need to physically touch something? I doubt it, but
once I’ve decided what I want then I no longer need to feel it. I just need to
know if I can get it in black, or white, or whatever.
—Christopher Weigand, president, Chris Weigand Design LLC, Peninsula, Ohio
Fixtures that can tell the customer in-store inventory levels would be so helpful
in big-box stores like my 106,000-square-foot Forever 21!
—Violet Venegas, assistant manager, Forever 21
Interactive displays are an exciting area. The company I work for has worked
with mobile phone companies like Nokia and LG to provide in-store information
and entertainment through interactive displays. There’s also an interesting project with Nike that offers customers the ability to browse shoes, get details, and
experience the product in a unique manner.
—Shreya Gupta, media manager, TouchMagix Media Pvt. Ltd., Pune, India
As a retail interior designer, it is an interesting challenge to incorporate interactive fixtures into store design. As a consumer, it is a great, great idea—when
I shop, nine times out of ten, I can feel the styles I like and want, but stores
almost never have my size! What a fantastic way to end the frustration at the
time, instead of searching for it online later.
—Peggy Nuovo, retail design and construction, Quiksilver, Huntington Beach, Calif.
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