Conference Day One: Wednesday, 21st February 2018

8:30 AM - 9:00 AM Coffee and Registration

9:00 AM - 9:10 AM Conference Opening – Remarks From the Chairperson

9:10 AM - 9:50 AM INTERNATIONAL KEYNOTE: Applying Customer-Centric Store Design From Concept to Execution to Drive The Retail Experience

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Sonos, creators of the whole-home sound system, opened its first ever retail location in New York last year. As a manufacturer of high fidelity smart speakers – it is truly a product that needs to be experienced in order to create buy in. The retail design was dedicated to creating multiple individual ‘living rooms’ so that customers can come and sit in a space and have a truly immersive and private listening experience in what feels like a home rather than a store.

  • Defining the customer’s challenge—what is the problem you’re trying to help your customer solve?
  • Understanding the complication—what is getting in the customer’s way?
  • Developing the solution—what can you do to solve the customer’s problem and how will you know you've got it right?

9:50 AM - 10:30 AM The Australian LUSH Story: From Rock Bottom to Perfect Score on Australian Retail Survey

Peta Granger, Director, LUSH
5 years ago LUSH Australia faced a crisis point where they were losing $5 million dollars a year. Flash forward to today and they have won Retailer of the Year from the Australian Retail Association and recorded over $70 million annual national turnover. How did they do it? Completely re-working their customer experience, creating a well-defined community and a healthy, vibrant culture. With the goal of “making the customer’s day, LUSH Australia advocates strong ethical standards and gentle forms of activism in manufacturing and retailing their fresh, handmade cosmetics. LUSH believes that educating your customer can turn them into loyal, brand passionate advocates. Join this presentation to understand how to transform your brand into a community people want to be a part of.

  • Improving your customer experience with staff who are invested in the success of your business
  • Reaching customers on a variety of channels with no paid advertising or celebrity endorsements
  • Promoting your customer experience and core values with external workshops, demonstrations and samples
  • Engaging both customers and staff through ethical campaigns, charitable giving and transparent supply chains

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Peta Granger

Director
LUSH

10:30 AM - 11:00 AM Customer Flow and Experience Design in Retail Environments


To create meaningful experiences in retail environments, we must use human centred design to understand the needs and desires of customers at each touch point throughout their retail journeys. This is particularly important in complex physical retail spaces where there are multiple customer pathways, product offerings and consumer end goals. Studying and understanding customer flow solutions for retail spaces allows the design team to create seamless, intuitive and enjoyable customer experiences. A number of creative tools and processes can be used to design next generation retail experiences that build brand loyalty and provide meaningful, enjoyable customer experiences:
- Customer flow analysis tools – mapping journeys and customer pathways in physical retail environments
- Zoning and task analysis within stores to provide customers with what they need, when they need it.
- Defining customer touch points and traffic flow within environments.
- Digital overlays and understanding the “blurred reality” between digital and physical interactions.
- Innovative physical store design to facilitate customer flow goals.
Examples of how these tools have been used by Blue Sky Design to create step changes in customer experiences will be demonstrated, including the design of Qantas Next Generation Check In and ANZ Digital retail branches.

10:30 AM - 11:00 AM Speed Networking

11:00 AM - 11:30 AM Morning Tea

11:30 AM - 12:10 PM Retail Design Companion: What Are The Key Benefits of Retail Design

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To survive in the digital age – retailers will need to reinvent themselves. It is imperative that this is done, because with the growing pressures from online retailers – the level of footfall in stores is dwindling and harming retailers and malls. There is a strong association between consumption and pleasure which is driving the need for more engaging shopping experiences. We are seeing the most innovative malls look into creating multi use space with events, concerts, incorporating spas and fitness clubs and farmers markets – with malls in Madrid having revenue grow by 41% in light of creating experiential offerings.

  • Differentiating the consumer offering, with a focus on experience and convenience
  • Transforming the shopping experience by leveraging technology and multi-channel strategies
  • What are the implications to stores from all the current trends
  • How can retailers and landlords work together to drive customer experience
  • Understanding the customer journey for instore vs. online

12:10 PM - 12:50 PM Bupa’s Retail Store Journey’s Impact on Customer Engagement and Service Delivery

Renee Jeffrey, Customer Experience Design Manager, Bupa
For past year, Renee has been working with the retail network to drive Bupa’s new concept stores.
Currently there are 7 ‘stores’ open which have all been designed around people, customer and environment.
The key aim of these stores were to reinvent how customers perceive and interact with health insurance and creating a channel that truly personalises each individual customer experience.

  • Designing Bupa’s new retail network to respond to people, customer centricity and the environment
  • Recruiting and training instore talent to move from being sales focused to customer experience and customer led
  • Measuring success around: 1) ease of interaction 2) efficiency of staff and 3) connection with customers
  • Using human centred design and a combination of data and people to find the root cause of pain points

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Renee Jeffrey

Customer Experience Design Manager
Bupa

12:50 PM - 1:50 PM Lunch Break

1:50 PM - 2:30 PM SUNCORP CASE STUDY: Evolving Branch into A Retail ‘Store’ Model Providing One-Stop Solutions For Customers

Chris Fleming, Head of Transformation and Operation – Stores, Suncorp Group
Australia's fifth biggest lender, Suncorp Bank, is looking to "move completely away" from bank branches to one-stop shops for financial services with the aim to distribute more products to its 9 million customers.
Suncorp has garnered a lot of attention over the last few months, having evolved its branch network into ‘stores’ modeled on lessons learned from retailers about addressing customer needs. This session will provide you an insight into this first-of-its-kind initiative that is modeled to look beyond the provision of banking services and provide an avenue to enable customer goals and dreams.

  • Framework of 6 customer journey’s which can cause pain points based on demographic behaviours and needs
  • Leveraging Suncorp’s network of brands to provide multi-branded service and product solutions
  • How to create a space where all banking products and services are provided, however with a teller-free environment
  • Focusing on customer needs by hosting add value initiatives that improve customers trust and financial literacy, ensuring customers are making the right choices (financial wellbeing)

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Chris Fleming

Head of Transformation and Operation – Stores
Suncorp Group

2:30 PM - 3:10 PM CASE STUDY: Why Ikea Remains the Leader in Retail Brand Experience

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Ikea revolutionized the furniture shopping experience when it arrived in the UK in the late 1980’s. The retailer’s strong sense of innovation around the customer experience came across in a recent brand experience index study where they came 1st among retailers and 2nd overall. The drivers of the success were how well it communicated and manifested brand promise and how well it used store environments to engage customers in stimulating experiences.

  • Building a direct, personal and emotional connection between the individual and the brand
  • Providing an experience that moves from purely transactional and creating a ‘destination’ rather than just a location
  • Utilising store layout to increase foot traffic and dwell times

3:10 PM - 3:40 PM Afternoon Tea

3:40 PM - 4:40 PM PANEL DISCUSSION: What Is the Future for Bricks and Mortar?

It is clear that the retail landscape is in the midst of a lot of change– with consumers demanding more from their store experience, rapid technology advancements and competition coming in hot and fast from online retailers. Coupled with this, Amazon is set to take a $12bn bite out of Australian retail revenue in the next decade. This means that retailers will no longer be able to compete solely on price and instead will have need to use their stores as a point of difference and a means of building brand engagement and customer retention.

  • Why is there a rise of online stores moving to physical stores – and what does this mean for existing purely bricks and mortar retailers?
  • How does the retail experience have to shift in order to appeal to Millennials?
  • Are pop up stores just a trend, or now a necessary component of a strong market strategy and real estate portfolio?

4:40 PM - 5:20 PM Champagne Interactive Discussion Groups

This is your chance to make your conference experience truly interactive and collaborative. Each IDG is set in a roundtable format and will be facilitated by an expert practitioner in the space. In two rotations, each IDG will last for 30 minutes, allowing you to pick the two top of mind topics you wish to discuss and solve.

Roundtable A: New Ways to Drive Customer Experience Instore
Roundtable B: Creating Personalised and Interactive Experiences with Beacon Technology
Roundtable C: Delivering Great Digital Experiences Throughout the Entire Shopping Journey
Roundtable D: Experiential Marketing in Retail and Exceeding Expectations By Creating Memories

5:20 PM - 5:30 PM Conference Closing – Remarks from the Conference Chairperson

This is your chance to make your conference experience truly interactive and collaborative. Each IDG is set in a roundtable format and will be facilitated by an expert practitioner in the space. In two rotations, each IDG will last for 30 minutes, allowing you to pick the two top of mind topics you wish to discuss and solve.

5:30 PM - 6:10 PM Networking Drinks