Ian’s talk will introduce the concept of consequential design in the retail environment… how, as part of the overall customer experience, retail design leverages every customer touchpoint to achieve better sales, greater loyalty, more effective advocacy and greater demand. Design also focuses on the associate/customer interface to facilitate the overall customer experience. As Mies Van Der Rohe said, “form follows function”, but also, importantly, function follows form, so we will see how form can influence the associate / customer relationship.
We will see how challenging everything about the retail environment, and developing the retail environment around the desired customer experience can lead to success.