This year’s Opening Night party benefited PAVE to the tune of nearly
$150,000, and boy did it de-LIGHT! Held at the Light nightclub, the event
enthralled patrons with performances by Circe du Soleil artists interspersed throughout the evening. As the night wore on, PAVE supporters
did a little performing of their own out on the dance floor (incriminating
evidence withheld to protect those who’d rather not be compared with
the athletically inclined artists).
Technology was an undercurrent in many conversations, from sessions to business
discussions and informal chats. Suggestions emerged from all the buzz:
• Interactive displays should be shopper-centric. Make sure there is a benefit to
the consumer for engaging.
• No matter what your target demographic, keep technology simple. Don’t
make shoppers download apps just to use it, and don’t let it interfere with
good customer service.
• Integrate technology into the design, but don’t make it the centerpiece of
• Incorporate technology without diminishing traditional visual merchandising.
• Technology isn’t about how many screens you add to the space. The customer
doesn’t need yet another screen—she already has one in her hand.
ROI OF DESIGN
An A.R.E. panel offers these tips for getting the best ROI on your store designs:
• Stop, measure, and learn from it so you tweak a design as you roll it out.
• Involve the CEO early in the process to ensure that the vision, goals, and
expectations are clear.
• Designate a decision maker.
• Align design strategies with objectives. Don’t try to boil the ocean.
• Set goals and objectives and stick to them. If other requests come up,
send them to a governance group for review.
• Watch for scope creep, which increases the budget.
For in-depth workshops on technology and ROI, attend a Shoptalk in your region (see page 6).