Don’t overlook the construction details.

Customers notice the details. They can tell if a contractor has cut corners. The transition detail in B above was installed instead of the one shown in A below. As architects we can observe the construction and point out discrepancies, but it is the client that must insist that a contractor exactly follow the details shown on the construction drawings. It is to their advantage to do so.
This bargain-basement installation detail interferes with the nice contrast between the carpet and tile.

What makes a store look expensive? Way back in 2013 I wrote a post on this site asking if a higher price could be placed on merchandise because the store design looks expensive? The post was about the impact that a curved ceiling might be expected to have on what is generally considered inexpensive merchandise. I concluded that answering the question about pricing was related to how well the design feature performed, which in the particular case in questions was quite well. I bring this up again here because I want to consider the topic in a more subtle, yet possibly more important context, that being what makes a store design look expensive?

Customers notice everything. Answering this questions means that a retailer needs to pay attention to what people notice, which is everything, whether consciously or not. The importance of “creating a shopping experience” has been a fact of retail life for quite a while now. Back in 2013 one of the retail marketers summed it up nicely when she said, “..retailers should use stores to create a brand experience that customers couldn’t possibly get online.” She went on to cite the “old adage” that “retail is detail,” saying, “stores can engage all five senses;” the online world cannot. Few would argue that the perception of quality involves more that just an online image; that tactile contact with a product is critical, including how it is displayed; that successful retailers aspire to demonstrate quality in every possible aspect of their store, because quality sells, often for more.

The refined transition detail in image A above sends a message of quality, It is what we typically specify in this situation. This contractor exactly followed the details on the construction drawings with positive results.
A refined transition strip is barely there, putting the attention on the contrasting finish materials.

The importance of quality. Clearly, since sales are seen as directly effected, most retailers are acutely aware of the quality of products they bring to the market, including a range of related price points. This is their main business and most get it right. Merchandise displays, because they are driven by practicality, are also less prone to failures in quality. Matching their actual store environment, on the other hand, is where things can begin to fall apart. Finishes, In particular, are vulnerable. Think:

  • sagging carpet,
  • old leaks exposed and never repainted,
  • light fixtures with burned out lamps,
  • cheap, broken or mismatched ceiling tiles & floor tiles,
  • stained and dirty hvac supply and return air diffusers,
  • dirty windows.

Is it really possible that customers do not notice these things, that they do not reflect on the perceived merchandise quality, that they do not contribute to a customers notion of the brand? Another marketing pundit put is this way, ” a business should always strive and prove to be the best that money can afford because that solid reputation will establish a top brand that’s reliable and worthy of respect.” I couldn’t agree 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.

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Retail Doom & Gloom: Crisis or Opportunity?

Mid Year State of the Market: Maurisa Potts, in a mid year “state of the market” presentation sponsored by the Alexandria SBDC featured a headline stating, “Soft economy hitting big retailers hard.” There are, I might add, some small ones not doing too well either. Potts went on to note that online shopping is not the only reason for this, siting over built retail real estate, escalating rents, and shifts in consumer spending from goods to services. Whatever the reasons, there are few retailers not feeling the current uncertainty. This, according to Potts, begs the questions what is it, crisis or opportunity?

Clearly Unclear: I like this mindset. It presuppose important changes in the business model by which most retailers operate. Savvy retailers need little schooling on this topic, and outside of a reference list here, my interest is about how a physical store might be impacted. According to Potts the action takes place in three areas. The first two, customer focused retail and the resultant deep market analytics are technology driven. The third is the technology. Clearly the lines between the physical and digital store are becoming unclear. A retailer must decide which options to embrace:

mobile apps/enhanced mobile apps/personal concierge
smart navigation
mobile checkout
on demand customer service.
virtual fitting rooms
flexible fulfillment options
enhanced product information
community connections
target walk by shoppers
holographic product displays
delivery service
drones

Augmented Retail: Each of these items taken individually involves some type of electronic technology which must be both accommodated and invisible, a subject covered in previous posts so not detailed again here. Together, though, they define what is referred to as augmented retail, a situation with substance and influence on how a physical store will look. Rachel Shechtman, the founder of Story, a cutting edge store in Manhattan, described the design concept as a physical magazine. This is so telling. Store planners and designers have probably not seen such a revolutionary design idea since the emergence of big box retail. In the marketing world I would compare the trend to the early days of Martha Stewart Omnimedia which eventually consolidated her various publishing and media outlets into a single brand. It seems to have come full circle as omnimedia has finally found expression in bricks n mortar.

Design by Collaboration: Pick up a copy of your favorite magazine and flip it open to the index page. What do you see? I see an implied program for a store design, an outline of ways to engage the customer, often a recipe for co-creation where the customer participates in the outcome of his/her shopping trip. What combination of media, mobile apps, interactive displays, technology, and hard store design options a retailer chooses to bring into his/her store is a collaborative decision best made between the store designer, the retailer, the marketing team, and the all important technology consultants. When these things work together a really successful store can be the outcome.

The Positive Case for Bricks N Mortar: Barbara Thau, writing for Forbes, lists, “Five Signs That Stores (Not E-Commerce) Are the Future of Retail.” Worried retailers might do themselves a favor by considering the following:

“All But One Of The Top Ten U.S. Retailers Are Physical Chains

Stores Are More Profitable Than E-Commerce

Amazon Purchased Whole Foods

Millennials And Generation Z Prefer Real-Life Stores

Online Retailers Are Being Eaten By Legacy Retailers

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.

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Getting Found on Google: Search Engine Optimization for Local Small Business

In our latest Beyond Google Webinar, I had the pleasure of talking about “Getting Found on Google: Search Engine Optimization for Local Small Business.” This is an important topic and one in which is even more important today with increased

In our latest Beyond Google Webinar, I had the pleasure of talking about “Getting Found on Google: Search Engine Optimization for Local Small Business.” This is an important topic and one in which is even more important today with increased Web traffic competition, especially in local communities.

Getting to the top of a Google Search Engine Results Page (SERP) is more complicated than ever when updating and contributing content to your website, blog, and Social Media. For local Small Business, there is an added layer of trying to drive local Web and Mobile traffic to our websites, not traffic from national or international audiences who can’t buy or use our products or services. For the majority of local Small Business, most of your revenue comes from a five-mile radius from your business location. In this Web-based presentation, we talked about what you should do to create a Web presence that optimizes for a local audience.

In this Webinar, we covered:
– Who benefits from local Search Engine Optimization (SEO)…and why the answer is every business;
– How to create a targeted local Web presence for your business; and,
– Tools you can use to help you know you’re on the right track for getting found on Google.

This Webinar, as part of the Beyond Google: Marketing and Managing on the Web series from Virginia SBDC (http://www.virginiasbdc.org/training-…), are presented by Ray Sidney-Smith, Web & Mobile Strategist, author of SoLoMo Success: Social Media, Local and Web Small Business Marketing Strategy Explained, President of W3 Consulting, and Managing Director of W3C Web Services, providing affordable Web/WordPress hosting, domain name registration, SSL certificate, and email hosting services focused on helping Small Business market and manage on the Web.

Who should watch?
– Small business owners, entrepreneurs, micropreneurs, and solopreneurs
– Office/sales/customer service managers, marketing directors, executives and professionals
– Administrative/executive assistants and sales/account representatives
– nonprofit executive directors and board members

Bring your toughest design problems!

will be showcasing many projects and explaining our services at the BL Business Expo on Friday June 2nd. Please Join us.

The BL Business Expo Event, in its 13 year, showcases the products and services of over 100 Northern Virginia exhibitors and sponsors. Please contact Gaddis Architect, at [email protected], 9730701-8800, for a complimentary entry voucher. Please stop by our booth to see our projects showcased and learn about how we can help solve many tough design problems and create high performing spaces. We look forward to meeting you there.

AGENDA

8:00 am : Doors open for Guests.

(The Exhibit Hall is open NON-STOP until the end – Seminars will take place in a separate Room)
8:15 am – 9:15 am:
Making LinkedIn work for Your BusinessSeminar
Jennifer Dalton, LinkedIn Specialist
9:30 am – 10:00 am:
Opening Ceremony
National Anthem, welcome address,Sponsors recognition, with Emcee:
-Angel Livas, Media Specialist
10:15 am – 11:45 am:
Protecting Your Business, An IT perspective Seminar
-Fred Haggerty, IT Specialist
12: 00 pm – 12:30 pm:
Everything that You Ever Needed To Open A Business,
But Were Afraid To Ask
Seminar
Gerald Geddes, CPA
12:45pm – 1:30 pm:
Break the Rules & Make more SalesSeminar
Nema Semnani, Sandler Training
1:45 pm – 2:00 pm:
Door Prizes & Farewell Remarks
(We have some serious door prize for you. You would want to be there to take them home.)
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.

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Wire Management is a Design Issue

The cash wrap in the photo above is in a medium high end fashion boutique in a trendy “New Urban” style shopping center with other similar competitors up and down the center. I noted the problem during a site visit I made to meet with the shop owner who was, at the time, planning a second store. Two years later, motivated by recent discussions in these “Insights” about the importance of integrating technology into a store design, I returned and took this photo. Needless to say, the problem was never addressed, neither did I ever work with this retailer.

I see mismanaged wires a lot, often in places that should, and do, know better. I listen to marketers go on about the importance of creating a shopping experience; of integrating technology into the store design; of carefully selecting technologies based on actual individual data driven market research, all the time wondering by what trickery retailers like those in the photos are able to make out that these much touted market strategies are somehow not germane to their particular retail environments. Further, I can only guess at the impact on sales – at least the place in the photo is still open – and I actually worry about the tripping hazards just waiting to happen. There is really no accounting for this when a solution is easily accomplished and not expensive.

Lest I be accused of “dis without fix,” I offer a solution here. First we are not talking store remodel or even new equipment. All that is required is some planning. Consider this cash wrap, a version of which was originally designed for a project, and which has since morphed into one of my “go to” opportunities to offer design variations on a functional theme. It is 5′ wide by 2′ deep by 3′ high at the work surface and 3’6″ high at the top of the display case. Close examination of the equipment housed in the unit will show that virtually every device housed in the badly wired cash wrap in first photo is accommodated in a compact cabinet. No wires show. The only connections are, as in the subject image above, power and data supplied by a floor outlet below the cabinet. Also, if necessary this fixture can be supplied with “knock outs” for power/data access from either side and it is on casters for mobility.

Clearly this is not a cheap piece of furniture, probably costing upwards of $1000 to build from scratch, yet when considered in terms of value added to the retail environment, it is not a lot to spend. Certainly, in terms of public safety and reduced liability it is a downright bargain. Neither is it necessary to build one of these from scratch. The rustic bench being used for the cash wrap above could easily and cheaply be remodeled by addition of an equally rustic back panel. We do this type of thing all the time.

Something else a retailer might want to consider when planning a store is that wireless technologies and newer devices are drastically reducing the amount of space needed. These are part of more than just cash wraps too. It is really important for a retailer to examine their options and choose their system(s) early. I cannot over emphasize the advantage of selecting and working with a qualified technology consultant who can help with system selection and provide a designer with device specifications including related sizes to be used in store planning and fixture design.

One more point worth noting, I see this problem show up in many showroom and public environments, not just retail stores. Because these are places where the public meets a business or organization they can, and do, impact a brand and may affect sales. I often work in these types of environments and likewise advise a client to carefully manage the wires.

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.

Seamless integration of technology is part and parcel of 2017 market trends

Playing with an interactive light display.

Marketing Trends for 2017 – There is always a flurry of activity from marketing and PR firms at this time of year. The event put on by the Alexandria Small Business Development Center is always well attended, and this year is no different. Maurisa Potts, Fouder & CEO of Spotted MP, talking about 2017 market trends, discussed the increasing importance of interactive and visual content; digital as in media being the unstated but nevertheless operative word. Commenting in Forbes on similar trends, AJ Agrawal listed seventeen trends for 2017, twelve of which were likewise to do with digital content. The impact of technology has of course been growing every year, leading me to wonder if/when it will finally peak. Not, it would appear, anytime soon as almost all of the topics in Pott’s presentation, i.e., Interactive Content, Visual Content, Influencer Marketing, Virtual Reality, Mobile Video, Live Broadcasts, Short Form Content, Mobile First, Personalization, and Native Content, presumed digital content.

Shopping in Walmart

Data Driven Marketing – That said, it may be that the saturation point is approaching, as Potts also talked about the necessity for “Data Driven Marketing” and Lee Peterson of WD Partners talking about digital integration in VMSD Forecast for 2017 pointed out that when surveyed, for 3 years in a row the digital device most wanted by customers was BOPIS, the ability to buy online and pick up in the store. If, it would seem, last year’s omnichannel marketing was about integrating the message into the larger stream, then this year is about flushing out the individual retailers best path to success. A bike shop owner might, in 2016, have been compelled to have a presence in every possible outlet, i.e, blogs, competitions, associations, civic events, publications, website, e-commerce, indeed anything having to do with bikes or bicycling. In 2017 this bike shop owner might look closely at the data accumulated from past marketing activities and then focus on what has worked, even if the answer is unexpected. For example Kathleen Jordan writing for VMSD tells us, ” Retailers must develop new ways to reach their audience and find new sources to expand their consumer base… it must be recognized that online is not always the answer.” Did you notice she called them an audience rather than customers or shoppers.

Microsoft Surface at Hard Rock Cafe, Hollywood

Integrated Shopping Experience – Considering that almost 92 percent of all retail sales are still being transacted in physical environments and further that many online retailers end up with physical stores, I am lead to inquire, what does all this say to those of us involved with the bricks and mortar part of retail, presuming of course that it is not going away? Clearly, creating a shopping experience is still important. Eric Feigenbaum subtitled his article in VMSD, “…Retail’s divining rod no longer moves at p-o-s, but rather at p-o-e – point of experience.”

Prioritize – From my perspective, after many years working in retail design, the answer must be about priorities. The seamless integration of technology is part and parcel of the all important shopping experience and it can only be accomplished by assimilating a clients carefully worked out digital marketing plan into a store design by partnering with the technical experts. The devices of digital marketing are, after all, physical elements and as such work better when addressed in “pre” as apposed to post design.

Virtual Book at “Librovision”

If there is any doubt that this is an often neglected fact, just look around at piles of wire shoved under cabinets, dangling from display cases, hap hazardously placed equipment closets, and my personal favorite, the back side of monitors at POS stations. Certainly newer wireless technologies are available but there are always performance issues to consider, many requiring additional equipment in other areas. Most clients have enough understanding of Building mechanical systems like HVAC and plumbing to expect and allow for their accommodation, but somehow the lexicon of electronic equipment has remained a mystery, not a little, I should add, because it is in a constant state of flux. Ryan Ruud, founder and CEO of Lake One, writing for “Smart Insights” identifies Random Acts Of Technology (RAT) as marketing flops resulting from the application of technology without strategy. I would argue that this applies, as well, to the physical store design whenever non integrated electronics are treated as project add ons – and okay, I liked the buzzword too!

Bring in an Expert – Finally, I would advise any retailer aiming in 2017 for “…effective in-store digital retail experiences” to introduce a suitable technology consultant into the schematic stage of a project and then keep him or her involved up through and even after store opening. Sometimes independent and small retailers assume that these services are beyond their reach. On the contrary, I have found that most electronic designers are also providers and as such their services are often included when they supply and install equipment. It is money well spent, almost – but not quite – as good as that spent on the Architect.

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.

What the Long Tail, Netflix, Blogging & SEO Have in Common

Netflix, you might have heard of it. It’s a billion dollar company that provides movies to your devices. The company has evolved and leveraged technology better than most in its industry. When I first heard of Netflix years ago, you could rent a DVD from their catalog of movies. They would mail you a copy of the DVD (or more depending on your subscription), you would watch it and they would mail another one to you from your list. Even then it was kind of innovative. Now, with technology, a subscriber can now stream from Smart TVs, Smartphones, Tablets, Computers and even Game Systems.

This is all well and good but what can a digital marketer learn from this company?

Well, a lot.

I recently had a meeting with a potential client. One of the first questions he asked was, how would I describe SEO and the Long Tail. To this I answered, have you heard of Netflix? 

The reason that I brought up Netflix was because it’s a perfect example of the Long Tail coined by Chris Anderson in a book back in 1999 (you will even see a review from Reed Hastings from Netflix on the book–go figure). Taken from Anderson’s website, he defined the Long Tail as:

The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively small number of “hits” (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail. As the costs of production and distribution fall, especially online, there is now less need to lump products and consumers into one-size-fits-all containers. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly-targeted goods and services can be as economically attractive as mainstream fare.

Do you see the connection yet? If not, let me drill down…

The best comparison is Netflix versus Blockbuster. Traditionally speaking Blockbuster was a storefront that you went to more than likely Friday night to pick whatever movie (or game) that you wanted to watch over the weekend. I remember doing it as a kid. I would get in my parents car and we would go to Blockbuster typically after dinner and I would get to rent a movie.

Of course the movies (or games) that I wanted were never there because someone (or a lot of “someones”) would often get there before me and I would have to wait for them to bring the movie back. Now, from a business standpoint, Blockbuster was always limited by the size of their store. They could only keep so many movies and so many titles on hand.Growing up in Northern Virginia, we even had 2 Blockbuster stores and I would try to go to either to get the movie that I wanted if I could talk my parents into it. Still, I often couldn’t get the movie or game I wanted.

So, how did Netflix disrupt that industry? Well, in short it allowed an entire catalog that Blockbuster never could shelve because the demand was too small. In other words, if someone was looking to watch 30 vampire movies over the next month, Blockbuster would only have 5 or so of the most popular ones. There wasn’t enough demand for the others so they couldn’t justify the shelf space.

That’s where Netflix changed things. They increased the catalog of movies that people could rent. There were way more movies that they could send to you because instead of having a storefront they shipped from a huge warehouse where they were able to stock more movies and as technology increased they were able to offer more and more movies that could be streamed on demand. Not only that, I’ve noticed that TV series that people were sad to hear were canceled, were now being picked up on Netflix. This was incredibly disruptive because as people started to realize their choices weren’t limited, they were able to “search” for exactly what they wanted to find. If someone wanted to search for Zombie movies with werewolfs, they would find that. So, Netflix was basically not competing with Blockbuster on the “Blockbuster movies” but instead were focusing on developing a different way for people to rent movies (subscription) and a larger catalog they could access. This would eventually (along with Redbox)sink Blockbuster.

This is where your blog and SEO are so important. 

There are so many niche products and services that are making a “killing” largely because they are catering to these target markets. With the changing customer (the same one that is watching movies on Netflix or Amazon or tuning into YouTube series) that is now able to click a button and search specifically for what they are looking for, the long tail is an enormous opportunity.

Here’s one takeaway that you should remember–it’s not that the small long tail searches are more than what is mainstream but collectively if you add them all up it’s more. 

In other words 10 (searches) is greater than 1 (search) but it’s not greater than 1+1+1+1+1+2+4+3+5+8+1…(you get the picture).

That’s were Netflix blazed a trail that business owners and entrepreneurs can now follow. It’s where you can become top of mind not just for that one keyword that you are trying to show up for but the 1,000 other searches that are more attainable and honestly probably add up to more.

On a practical level when people are searching on Google, it’s where your blog can show up. You will quickly be out of business if you target an entire website for 1 search but you can target a blog post for a specific keyword. It’s how you build your own Netflix model.

It’s something that has not been leveraged in most industries.

So, how do you get started?

I would say after you start your blog and you get everything up and operational, do a really strong and dedicated discovery exercise and determine what people are searching for–think of everything–product names, DIY searches, product alternatives, frustrations, everything you can think of. Don’t forget to ask employees, clients, everyone.

Then, just develop a calendar and start blogging. There’s more to it of course from an SEO standpoint but this is the approach you want to take to answering your client or potential clients questions.

Another future note, don’t neglect the importance of social media as well. Some people are searching natively on these networks especially with hashtags so make sure you pay attention those changes as well.

That’s how you become the digital Netflix of your industry!

Be sure to check out and reserve your copy of our eBook–The Blue 16 Corner. It’s FREE!

Originally posted: What Does Netflix Have in Common with Blogging & SEO?

Voted One of Americas Finest Optical Retailers

Storefront Store Fixture DesignWE ARE VERY PROUD to announce that eye2eye Optometry Corner, a project that we completed in late 2015, and located in Hilltop Village Center here in Alexandria, has won Honorable Mention in the 2016 America’s Finest Optical Retailers competition put on by Invision Magazine, an important optical industry publication. We wish to extend our thanks to Dora Adamopoulos, OD for bringing such a great project. Likewise thanks to the following team members and all who participated in this project.

BC Engineers Inc.
Mesen Associates Structural Engineers
Independence Construction
Ambiance Lighting
Hermin Ohanian “Artoholic”
Ennco Display Systems
Miller Creative Solutions

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.