Retail Refugees

Consumer Experience Innovation
August 18, 2009, 11:23 am
Filed under: Market Info | Tags: , , , , ,

Steve Mccallion, the Exec. Creative Director at Portland-based Ziba Design is Fast Company´s guest blogger this week.  Based on his first blog entry alone, I am sure that this will be one of the most interesting and insightful guest bloggers, among FC´s list of many many great minds.  The post is called, “Does your Company Support Consumer Experience Innovation?” and is an extremely poignant synopsis on the state of “experience branding” etc.

He points out examples like Nike and Rapha Racing (about which I was previously unaware) as leaders in this idea, ” Nike is transforming its organizational structure from a product innovation orientation (shoes, apparel, equipment) to a consumer experience one (basketball, running, soccer) in order to deliver deeper, richer stories” and “Rapha delivers an integrated consumer experience that extends from this single promise across a diverse range of touch points including apparel, a magazine, a racing team, guided tours of some of the most epic rides in Europe.”

I strongly urge readers to follow this guest blogger closely as his expertise extends to the retail arena as well.  He was highy involved in a number of the interactive store window displays like the one below.


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