experiential retail

This episode features an interview with Jonathan Muir, Global Director of Retail Activation at adidas. Since joining the iconic sportswear company in September, Jonathan has helped to take adidas’s brand campaigns and bring them to life in stores.

On today’s episode, Jonathan walks us through their Berlin flagship location, makes a case for app integration being retailers’ number one priority, and reveals why he thinks sneakers create such an emotional bond with customers.

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“I would love to get to the point one day where we’re not really just looking at conversion as a purchase at the cash desk. It's more about did that person join your platform or not?” -Jonathan Muir

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Show Notes

• (1:27) Tony’s takeaways on the conversation
• (2:29) Jonathan’s journey across the globe
• (6:07) Making brand campaigns come to life in retail environments
• (7:36) A walk through adidas’s Berlin flagship store
• (11:14) Driving the experiential with “Green Lab”
• (12:50) A paradigm shift in the shopping experience
• (15:09) How adidas is using the digital to power the physical
• (17:18) Making app integration a focal point
• (20:06) How to build a value-added experience that benefits consumers
• (23:12) Jonathan’s key to driving acceptance and adoption
• (25:50) The emotional connection of sneakers
• (27:59) Lightning round
• (32:43) Jonathan’s elevator pitch on retail activation

Sponsor

This podcast is presented by Dell Technologies and Intel. Together they help you realize digital transformation across retail by driving IT innovation to better engage with today’s connected consumer. Learn more at DellTechnologies.com/retail and Intel.com/retail.

Links

Connect with Jonathan on LinkedIn

Connect with Tony on LinkedIn

Connect with Tony on Twitter

Tony Saldanha - Transformant

This episode features an interview with Warren Shoulberg, award-winning journalist and consultant for the retailing and home furnishings industries. He is a regular contributor to The Robin Report, Forbes.com, The Business of Home, and his own blog, Stupidbusiness.com.

On this episode, Warren gives us his take on a wide range of contemporary retail issues, including technological innovation and supply-chain backlog, and shares why he dislikes the terms “brick-and-mortar,” “omnichannel,” and “upholstery.”

3 Takeaways:

• Get out there. Talk to your customers, go into your stores to ensure they are executing on a local level, and keep your nose to the grindstone.
• On the supply side, technology is not going to save the day in industries that are labor-intensive. Retailers must understand where their competitive levers lie and the distinctiveness of their businesses.
• While some retail buzzwords get low marks from Warren, here is one that doesn’t: “retail-as-campus.” The immersive, experiential concept is presenting a different way to engage shoppers. Multiple structures offer retail, dining, and even lodging in an experience that cannot be replicated online.

Key Quotes:

• “That’s why I like the retail business: because you can just see with your own eyes what’s going on, and they can’t fool you.”
• “Any time I run into an independent retailer who says, ‘I can’t do E-commerce,’ I say, ‘You’re crazy, because you’re willing to write off 30% of the potential market.’”
• “You’ve got to go out and see the stores. If you don’t - if you’re just sitting on your computer or your phone all day - you’re going to miss a lot of stuff.”

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This podcast is presented by Dell Technologies and Intel. Together they help you realize digital transformation across retail by driving IT innovation to better engage with today’s connected consumer. Learn more at DellTechnologies.com/retail and Intel.com/retail.

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