Originally posted to the Arc Worldwide blog.
Arc’s Retail Design Group shares their insights from the industry-leading event.
GlobalShop is the industry’s leading retail design, planning and merchandising expo and conference—and one of Arc’s favorite event destinations. Select Arc creatives, strategists and producers scoped out this year’s event and took note on what stood out to them most. Read on to learn about some key takeaways from GlobalShop 2019.
Dana Stotts, SVP, Strategy Director
APPEAL TO THE ENABLED SHOPPER WITH PHYGITAL EXPERIENCES
Leo Nicholas from WestRock (a packaging design and retail solutions company) hosted a session all about the “enabled shopper” and opportunities for “phygital” experiences at retail.
The enabled shopper isn’t interested in trading off between price, value and convenience—they want it all. They also want efficient solutions that deliver a return on their time, with targeted, personalized engagement along the way. Enter the phygital experience, where store and consumer productivity meet. Bringing it to life requires an intersection of dynamic and static experiences, with both mobile-enabled and non-mobile facilitation, to meet the enabled shopper’s every demand and expectation.
Liz Rinaldi, VP, Design Director
OFFER A COMPLETE, MULTI-SENSORY EXPERIENCE
The ArtItalia booth was the hot place to be. Why? It bent the senses with its play of twisted perspective drawings, inviting guests to step into an illusion. Simple high-contrast black and white was a striking outlier in an expo full of colorful signage. The thumping beat of the house music could be heard from a distance, drawing guests in. And a bartender poured champagne, capping off a total experience that won “best exhibit” at the show.
Glenn Madigan, Associate Creative Director
LET THERE BE LIGHT
Many of the spaces we saw reminded us of the importance and impact of light. Good lighting at an expo can drastically change the environment. It’s not just about the physical, built structures, but how you accentuate them with light makes all the difference. We must not forget opportunities to spotlight product, backlight signage, use strip lighting below shelves, and guide shoppers with light so our messages don’t get left in the dark.
Kylie Wendell, Senior Environmental Designer
MAKE IMMERSIVE EXPERIENCES PART OF YOUR PRODUCT DEMONSTRATION
The most successful booths engage attendees in an immersive, interactive experience that demonstrates their benefit. For example, a display fabricator we saw built out an ice cream shop made mostly of corrugated cardboard that displayed their craft and expertise, complete with a soft serve machine and toppings bar.
Brittany Meyer, Art Director
POP-UP WITH REASONS TO RETURN, LINGER, AND LEARN SOMETHING NEW
This year’s show featured a series of “pop-up talks,” covering a wide variety of topics in 20-minute increments. By creating programming on the expo floor, it gave attendees a reason to stick around longer and return for programming of interest to them. These talks created a perfect combination of entertainment and information to engage attendees in a relevant way, but also give them a break from the overwhelming sea of products, reps and booths.
Arc’s Retail Design Group is a team devoted to building fully immersive & sensorial brand activations, spaces, and experiences. To tap into this agency capability, new clients should contact Arc Worldwide or existing clients can reach out to their Business Leadership team.