One of my favorite projects to date… New Balance is in the process of redesigning 2500+ stores around the world, to deliver a more elevated experience. The goal is to create an engaging BRAND touchpoint, versus purely a point of TRANSACTION. You have to be ok with consumers not buying in the moment, but are leaving your store with a positive brand impression. 🤔 Some of the principles that we are following to drive our #retail transformation: 1. Have a vision and a strategy, what do you want your consumers to feel? Show don’t tell. Create a physical manifestation of your brand vision to realize a clear consumer experience. 2. Focus and prioritize, what are you trying to be best at? Say no to the periphery. Create a retail experience that is unique to your own brand strengths. In our case... quality, craftsmanship, community, comfort and fit. 👟 3. Inspire congregation & conversation to create a community-like environment. Provide the opportunity to learn more about your products, your brand, your ambassadors and what you represent. You don't have to monetize every square foot. VMLY&R • Landor & Fitch • #Retail • #Design • #branding • #cx
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Wow this is truly inspiring! Great stuff New Balance & Chris Davis My takeaway point was “You have to be ok with consumers not buying in the moment!” That is future thinking, providing a high end experience that focus more on customer introduction than POS transaction. Excited to see, I have driven by a bunch of New Balance stores in the past with no thoughts of entering, now I will stop and take a look especially if I see KLUTCH SPORTS GROUP, LLC LLC Klutch Athletics in #atlanta
Compliments, Chris. Looks strong, inviting, inclusive and comfortable. I like to use the framework of See, Think, Feel and Do when considering how we want the audience to engage with any brand TP. If you can answer those four questions and strategically apply/execute them with excellence, you are in a good spot. The issue is that most brands' visions must be followed up with a strategy and proper budgets. If the budget doesn't match reality or vice versa, it is a losing game and only an "illusion," as Lee Bolman once said. It looks like you all had all three working for you. I'm looking forward to being stateside this summer to experience your new concept.
I absolutely love this breakdown. FEELING IS KING. It’s great to see the importance of congregation and conversation as a focal point for a retail store because it truly does drive community loyalty (not just consumer loyalty). Life feels over saturated but every square foot IS monitized by default when you center humans and leave room for them to create their own memories within the space. LOVE!
Such a beautiful store you have in Boston Chris! Great work!
So great to see this work out in the field! Especially satisfying to see Action Bronson using the space to have a party—that was 100% our intention! A gathering space and community builder…
Chris Davis in addition to community, comfort and fit. Strictly speaking for me, the three words that i associate NB with are, Intentional, quality and craftsmanship. Three values I pride myself on. I’m excited to see NB continued success.
Chris Davis this is 🏆. I’d love to see what you think of our bike shop next time you’re in the Bay Area.
Seeing this more and more in the footwear and apparel space! How are you inspiring congregation and conversation post-purchase?
Creative Strategy Director/Podcast Host
1yI’m really interested to understand where this design is elevating the customer experience? I have been a NEW BALANCE fan for 20 yrs and I still never get any sense of customer engagement- sorry to throw shade but I’m all about being honest. How will this refit entice a new customer and how does it reinforce the NEW BALANCE brand?