Hello New “Sub-Urbanism:” Market & Design Trends Before, After, & Way Way After COVID19 Part III?

Learn more: https://gotogaddis.com/

The referenced article is here, and Amazon Go is here.
Photos:  one, two, three, four, five, six.
You will find more about bricks n mortar as “touchpoints” only here.

Hello New “Sub-Urbanism:” Market & Design Trends Before, After, & Way Way After COVID19 Part II?

Learn more: https://gotogaddis.com/

You may like to check out the referenced articles here, and here.
Photos: one, two, three, four, five, six, seven.
Recommended Reading:
Stores are more visible than Brands
Some said it is impossible to actualize a brand without bricks n mortar
Some said stores not online are the future of retail
You will find an important read about the difference between marketing and design here.

Hello New “Sub-Urbanism:” Market & Design Trends Before, After, & Way Way After COVID19 Part I?

Learn more here: https://gotogaddis.com/

ou may want to check out: The Pandemic Will Change American Retail Forever.”

Digital Signs Increase Sales! – Volunteer for a Free Trial

Digital Signage Trial

Curated Content Design, Management, Delivery: There is no shortage of TV’s, monitors, and digital media presentation devices both available and already installed in public spaces. Curated Content for these, on the other hand, is less successful and often non existent. Independent retailers, service providers and non profit organizations are especially susceptible. Landlords, Developers, and Real Estate Agents could use some help too. We already design for this client, representing both visual brands and the spaces in which the are displayed. Curating the digital sign content is a natural conclusions of our efforts in this direction.

We are testing a new content management service and are inviting participants. If you are an online and/or “bricks n mortar” retailer, service provider, nonprofit, landlord, developer, real estate agent, in fact most any small business, and interested in installing and/or pushing content to a media kiosk at a physical location of your choice, we invite your participation. The trial is no cost, no HDMI or special wiring is required, and significant advantages are offered. For details, examples projects and to sign up please follow the link.

Why Digital Signage

Real Benefit = Sales: Digital signs, when installed in public places, increases sales. It is a fact! Examples are everywhere as are those who write about them. Irfan Khan, writing a guest post for Sixteen:Nine summed it up better than I ever could.

We designed this display to introduce and explain a new product/service being offered by this “free trial” participant. The composition of the display and the content of the digital presentation has been curated to feature and support the new practice. This is a small display used in a small retail area. Content may be displayed on any size screen so the size of the TV and configuration of the display is a choice not a limitation.
  • In public venues digital signs reach more customers than websites or social media.
  • Customers engage with them.
  • They spend longer looking at digital images than traditional signage.
  • They also remember the message.
  • Digital signs standout.
  • They may drive impulse buying.
  • They stay relevant.
  • They inspire action.
  • They promote featured products and services.
  • They showcase a brand.
  • They drive sales.
  • They shorten wait times.
  • They fit into unexpected environments.
  • They induce a customer to stay around.
  • The results justify the advertising $ spent.
  • Businesses give them positive reviews.

Trial and Error is Valuable

Successes: Successful digital signs are physical displays created by the integrations of hardware, electronics, software solutions, and graphic/media content. Without outside help, many small businesses have neither the time nor the resources required to implement a successful digital signage program. Whether small with a single display or large with multiple screens, the implementation process is the same. Finally, presuming all else is perfect, if the content misses the mark then the program is apt to fail. There is no substitute for actual trial and error. In their 2018 Content Management Report Adobe tells us how Alex Honnold tried 50 times before successfully scaling El Capitan. They go on to list these top digital signage challenges:

  • Personalization
  • Keeping up with current technology
  • Difficult-to-use content management systems
  • Over-reliance on IT teams for simple functions
  • Inadequate access to customer data and insights
  • Integrating third-party apps
  • Managing and optimizing content

We do not see the need to try 50 times, nor do we claim to have all the answers. We have, though, been practicing and studying the issue for almost two years. We are ready to try out what we have learned and invite you to try with us. Follow the link to learn more.

Bridget Gaddis, is a Licensed Architect and LEED-accredited Professional practicing nationally, and locally in the Washington DC area. She holds professional degrees in both Architecture and Interior Design, and with a comprehensive background in commercial retail design, planning and construction has completed projects for such for such well known brands as Chloe, Zegna, and Bvlgari. Her career began in tenant coordination and site planning for two well-known Cleveland developers, followed by six years in store planning for a national retailer. After a move to New York City in 1997, she spent the next years working for architecture firms specializing in retail projects. In 2011 she started her own practice in Alexandria, VA. Ms. Gaddis is the author of two blogs dealing with architectural subjects.

Digital Signs & Real Products: A Winning Combination?

Inserting a lake, a gym and a hoarse into a display – If marketing guru’s are to be believed, bricks n mortar retailers would be wise to think about how their store designs and related merchandise displays might create an emotional connection between a shopper and the product being sold. It has been suggested that one way to accomplish this is by summoning the context where the product might be used. Does this mean that a diamond ring is better displayed when presented by candle light, flowers, a gourmet dinner? What about a canoe, a pair of sneakers, a cowboy hat, …” Do we need a lake, a gym, and a hoarse to suggest the desired context? So it would appear, especially if we go by design strategies that we see being employed by businesses and retailers who seem to be surviving the effects of online sales.

An obvious way of inserting the lake, the gym and the hoarse into the scenario above is by the use of a digital sign. Since these are clearly showing up everywhere in the public arena, we thought it worth examining how they are being used. To that end we went happily to the epicenter of everyday electronics, Best Buy.Before proceeding, a word about the images used here. These are phone photos taken while I was in the store shopping for a TV which I purchased and will be used on a digital sign. The comments which follow are intended to be instructive on a general topic and reflect on neither the practices and policies of Best Buy, nor the suppliers of the products on display.

Measuring Success – I evaluated each display below for: a) Notice-aibility of the display – 5 pts, b) Brand identity – 4 pts., c) Shopper connection with the context in which the product is presented – 3 pts., d) Shopper engagement with the product – 2 pts., e) Shop-abiltiy of the display – 1 pt. I made a score card, success being assigned according to the order of importance on the list. The highest possible score was 15 points. Click through the images to see who won.

What is the point? – So why go through this exercise? Many of us have been writing about the marketing importance of creating an emotional connection between a shopper and the product being sold. This is certainly important, yet there is another more practical conclusion to be had and it is most evident in the last and final slide in the sequence. It has to do with our preconceived notions about costs, namely the best and most effective display in the sequence was also inexpensive to implement. No customized light boxes, electronic displays, large TV’s or digital display screens are required. Nor are customize informational graphics, merchandise mounting systems, or complicated apps necessary for access to streamed information.

The winner is – The content of the Whirlpool display is no less curated because only a wall, a decal, a logo sign, a small smart TV, a power outlet and merchandise are required. A message is delivered that clearly says, “this washer and dryer is able to provide clean safe clothes for your kids to wear when they are playing outside.” If you are a retailer thinking about introducing technology into a store design, my first recommendation would be not to over complicate what must be done.

Free digital signage trial – Retailers, service providers, and non profits are operating in a new marketing environment requiring that their online and “bricks n mortar” presence be seamlessly integrated. Business are now beginning to understand what museums have known forever; without curation there is only a warehouse. To this end Gaddis Architect will soon be testing a new service designed to provide, manage and deliver curated content for use on digital signs. To be notified about details of our free digital signage trial please join our contact list at the link

Bridget Gaddis, is a Licensed Architect and LEED-accredited Professional practicing nationally, and locally in the Washington DC area. She holds professional degrees in both Architecture and Interior Design, and with a comprehensive background in commercial retail design, planning and construction has completed projects for such for such well known brands as Chloe, Zegna, and Bvlgari. Her career began in tenant coordination and site planning for two well-known Cleveland developers, followed by six years in store planning for a national retailer. After a move to New York City in 1997, she spent the next years working for architecture firms specializing in retail projects. In 2011 she started her own practice in Alexandria, VA. Ms. Gaddis is the author of two blogs dealing with architectural subjects.

Retail Design 2019 – Authentic instead of Augmented

I recently read a blog post entitled “3 Retail Design Trends To Transform 2019.” I thought the article offered a telling view of how retailers are thinking about marketing, and related store planning activities for the new year and beyond. To summarize, not necessarily in order:

Brand Ambassador for Cake Decoration.

Trend Two said basically, when it comes to store design, technology has gone incognito in favor of “connections through context;” meaning conversations with customers and links to community are created by customer interaction with tangible, tactile products.

This is a lot of words to say that if you are a shopper in a hobby and craft store with a compelling display of cake decorating tools, you may, not only pick one of these up and try it out, but also buy it as a gift for your cake decorating buddy who might then share the resource with the entire cake making class. Bingo! You have become an ambassador for the brand and it matters little if you purchased the device at an interactive kiosk, self checkout, or old fashioned POS station, implying that the sale was not made until you were able to hold the actual product in your hand.

Trend Three, still out of order, was about using the physical environment to “empower” – presumably customer – “behaviors” rather than the other way around. The example cited is really esoteric in that everything in the shop has one price: entry into the store, which will, ostensibly, buy the customer a relationship with another person or person(s) through the use of artistic expression operating by way of a convoluted “trade it forward” process. If not very practical, it is definitely thought provoking.

I tried to think of another example of how this might work and could only come up with the idea of one of those chain letters that people send around instructing their friends to “pass it on” or something terrible will happen. This idea was too creepy, even for me, so I decided to ignore it. You can read about the example store at the link.

Trend One, where we find the real substance, suggests that “bricks n mortar” retailers are, indeed, justified in advancing a real product as long as said product makes an emotional connection with the customer. It is an approach that places outcome over experience, motivation over behavior.

Still using the example of cake decoration, I went looking for a suitable visual expression of how it feels to create a valentine for a friend. The image in the photo jumped out at me because, even in the non cake making world, it is totally relatable. If I was a supplier of cake decorating implements, I would use it for a poster on a display targeting the non commercial market.

Lest one get too excited about the prospect of once more advancing a real product, it is probably important to say that accomplishing a “retail design… about creating an emotional connection” is not so easy. Detailed and specific knowledge about the customer base working together with a flexible store design is required for success.

The referenced article appears in the Insights section of the Chute Gerdeman website. Chute Gerdeman is a brand experience company located in Columbus, OH

Bridget Gaddis, is a Licensed Architect and LEED-accredited Professional practicing nationally, and locally in the Washington DC area. She holds professional degrees in both Architecture and Interior Design, and with a comprehensive background in commercial retail design, planning and construction has completed projects for such for such well known brands as Chloe, Zegna, and Bvlgari. Her career began in tenant coordination and site planning for two well-known Cleveland developers, followed by six years in store planning for a national retailer. After a move to New York City in 1997, she spent the next years working for architecture firms specializing in retail projects. In 2011 she started her own practice in Alexandria, VA. Ms. Gaddis is the author of two blogs dealing with architectural subjects.

Architecture Behind the Scenes: Not so Pretty but Really Important

Invisible? Yes but design nevertheless. This is part of an actual project done to explain a required plumbing modification to a property owner. It was an old building with no record of existing conditions. We assisted the property manager by assimilating photos, sketches, and contractor notes into an understandable format which allowed the owner to allocate funds for the repair.

What do Facilities Management Companies Do?

Did you ever take a look at the list of services offered by Facilities Management Companies? These companies do everything from A to Z when it comes to existing properties and if one cares to run through Wikiapedia’s very unofficial list, they might find that all of the items involve an architect at some point along the way.

Environment, Health and Safety: This is a big category. Suffice it to say, in order to maintain their professional credentials architects are required to participate in continuing education. This is most often done through attendance on educational presentations, classes, and seminars put on by product and industry professional experts. These activities are measured in terms of time spent and category of subject matter. The Health Safety and Welfare category carries the largest number of required learning units. It is fundamental to the practice of architecture.

Fire safety: Facilities managers are charged with maintaining, inspecting,testing, and reporting on the the condition fire safety systems in a building. Architects, along with their engineers, can often provide valuable documentation about these systems and may be imperative in the event modifications or improvements become necessary.

Security: “Protection of employees and the business often comes under the control of the facilities management department, in particular the maintenance of security hardware.” All I need to say about this point is, think about those long tedious door schedules that show up on a set of architectural drawings for a property.

Maintenance, Testing and Inspections: These days, this work is often outlined and planned in the bid and contract documents for a project. On bigger projects, computer aided building management software (BIM) may be used by architects and other trades to follow a project from the idea to occupancy.

Building Maintenance: Building maintenance comprises all preventative, remedial and upgrade works…” including “…disciplines such as painting and decorating, carpentry, plumbing, glazing, plastering, and tiling.” No explanation required here. Most architects are happy to work on, and often improve the quality and implementation of any maintenance project requiring product research and detailing.

Cleaning: What, one might ask, has an architect to do with cleaning? Nothing, of course, but don’t be too hasty. I actually worked on a project in a big open atrium that caused the facilities person no end of trouble because scaffolding was required for the window washers to access the interior glass and when they were finally able to reach the area to be cleaned, water dripped down onto the exposed fascia below causing discoloration and staining. It was an architectural detail that finally solved the problem (drop me a note if you would like to know how it was done)

Operational: “Soft” services are not in an architects purview but the “hard” services, such as the mechanical, fire and electrical services might be.

Business Continuity Planning: This is another item that is not typically thought of as in an architects scope of service, yet I have worked on many projects that involved designing, coordinating and administering a temporary location that allowed a business to stay open during a major remodel.

Space Allocation and Changes: I learned a new term in this category: “Churn.” It means frequent spatial changes in the layout of a space. Well said, and certainly there is no question of an architects value in this department. Moving things around is space is what we do!

Bridget Gaddis, is a Licensed Architect and LEED-accredited Professional practicing nationally, and locally in the Washington DC area. She holds professional degrees in both Architecture and Interior Design, and with a comprehensive background in commercial retail design, planning and construction has completed projects for such for such well known brands as Chloe, Zegna, and Bvlgari. Her career began in tenant coordination and site planning for two well-known Cleveland developers, followed by six years in store planning for a national retailer. After a move to New York City in 1997, she spent the next years working for architecture firms specializing in retail projects. In 2011 she started her own practice in Alexandria, VA. Ms. Gaddis is the author of two blogs dealing with architectural subjects.

Add space by investing in a starter media fixture.

Start with a basic fixture, designed for flexibility and mobility.

Helping Retailers Succeed – Most every year the Small Business Development Center, in my case locally in Virginia, puts on an event designed to help retailers succeed. I usually attend. This year’s event was The Alexandria Experiential Retail Summit, experiential being the operative word. Most of the discussion centered around primary marketing and selling communications, which are important, but only indirectly relevant to the design of a physical store.

Make an impact with a product specific, in this case eye wear, or lifestyle graphic.

Demonstating Knowledge – Interestingly, when we broke into discussion groups more significant design issues were revealed. In particular the need for flex space. Retailers are finding it necessary to become experts. Clients expect them to be masters of their particular product or service and further customers prefer to see this knowledge demonstrated, to the extent that a retailer must often become an educator. One such resort type fashion retailer wanted to offer a mini class on how a particular brand of scarf might be worn to best advantage. She assumed that this was impossible as she was “out of space” in her shop.

Retailers Sometimes Need Reminding – Clearly retailers occasionally need reminding that almost all floor fixtures can be mobile and mobility frees up valuable retail space within a store. Simply by adding casters and rolling away some regular floor fixtures this owner, hoping to demonstrate how to tie her line of scarves, could easily free up enough space to stage and event featuring her product.

Invest in a Starter – Another, not to be overlooked, design issue is flexibility. Indeed, there is a need for a highly adaptive store fixture suitable for use in many varied sets of circumstances, including options for accommodating the all important media. This one is able to accommodate everything from a continuous video in a loop, to presentation options used to enhance a demonstration, to a basic TV in a waiting area. It has vertical standards that can be used for shelving, a platform base for a computer, if required, and a simple backdrop made of glass or other merchandise display material like pegboard. In addition to all this it is two sided, mobile, and has space to hide most cables. It is a great starter for any retailer wanting to incorporate media and create that WOW moment.

Bridget Gaddis, is a Licensed Architect and LEED Accredited Professionnal practicing nationally, and locally in the Washington DC area. She holds professional degrees in both Architecture and Interior Design and has a comprehensive background in commercial retail design, planning and construction. She has many years experience working for well known architects, developers and retailers. In 2011 she started Gaddis Architect an independent practice in Alexandria, VA. In addition, Ms. Gaddis has an interest in residential projects and is the author of Real People Don’t Hire Architects,” a blog about houses.