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.”

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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What do you mean by “Feasibility Assessment?”

Now What?
Now What? How do I turn this in to a new store?

Contemplation – Imagine you are a retailer contemplating this tenant space. Clearly, you might be asking yourself; “now what?” Suppose a few of the questions below move from unconscious reflection to conscious contemplation without ensuing answers, then assessing a project to see what is actually required could facilitate the decision making process and provide many benefits.

Resources – Landlord provided documents, previous project cost summaries, consultations with building departments, contractors, engineers and sometimes professional construction estimators are all resources informing project feasibility. The intent is to simplify, consolidate and summarize the probable scope of work, professional fees, construction costs and time that might be anticipated for a project. It is the purpose of a feasibility assessment and a highly recommended means of beginning most retail projects.

  • Do I need to build the walls?
  • Do I need to build the bathroom(s)
  • Why do I need 2 bathrooms?
  • Why do I need 2 entries?
  • Do I need to install the storefront system?
  • Can I use my own storefront design?
  • Do I need to have my own electric meter installed?
  • Do I need to install my own Air Conditioning and heating system?
  • What is the best mechanical system to use?
  • Is there water in the space?
  • What about hot water?
  • What about gas?
  • Where is the sewer?
  • How do I connect to it?
  • Will my store fit in this space?
  • Must I supply my own storefront sign?
  • Who will design it?
  • Can I design the store myself?
  • Can I turn a logo into a store design?
  • Where do I get the store fixtures?
  • What if I can’t find the exact fixtures that I need to display my products?
  • Are custom store fixtures required, if so who will design them?
  • What about lighting?
  • Who sets up the Point of Sale (POS) system and how do I hide the wires?
  • How do I accommodate the cabling and hard wiring for my computers?
  • How much can I expect to spend for all this?
  • A contractor told me he could build my store for $45/sq. ft. Should I believe him?
  • Do I need a building permit?
  • What does an architect charge?
  • Can I get this done in time to open before I must begin paying rent?
  • How do a pick a contractor?
  • Is the construction allowance from the landlord enough to build the store?
  • Does the location have enough parking?
  • What is the visibility from walk and drive by traffic?
  • Is this space a good choice for my project?
  • If I don’t take this space do I need to start all over with a new feasibility for a different location?

Please feel free start a discussion here and maybe even see some answers.

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.

How Businesses are Using the Yo App

The Yo app was initially ridiculed by media as being the simplest and most pointless social app ever.

But Yo app inventor Or Abel is laughing all the way to bank, as businesses have found ways to use it effectively and investors have sent millions in funding.

The Yo app, when launched, did one thing: Sent the message “Yo” to a contact’s cell phone.

Really – that was it.

But even at that primitive stage, a handful of restaurants realized the Yo app could be a replacement for those large “puck” pagers used to tell people when their tables are ready. And, the Yo app’s open API meant developers could start playing with integrating Yo into other services, like Instagram, Forbes reported.

Even though the “hype” around the app has faded, the app is continuing to develop. Now, a business or an individual can send a Yo with a link or a hashtag. The Washington Post is using it to send out breaking news alerts to Yo users. And some businesses are reportedly sending Yos and links to customers with special, limited-time deals or offers.

In late September, a featured launched allowing users to Yo their location to other Yo users, Business Insider reported. With the location based featured enabled, “if a user Yos his or her location to a service, they’ll receive recommendations, weather updates, news or other offerings from the partnering recipient,” according to BI. It would be nice to be the restaurant that gets recommended based on a geo-targeted Yo, wouldn’t it?

Before you dismiss an app out of hand, think about any possible way a business could take advantage of it.

Future Watch: What is Ello?

Next up on the social media hype wagon – Ello.

The social network was still by-invite-only at the time of this writing, but it’s getting plenty of attention for the promise of having no ads and no data-mining. Like other social networks, users can add friends and post status updates and photos to the network. Unlike Facebook and some other social networks, is has very little in terms of privacy controls, and warns users that almost anything they put on the social network can be seen by others, including search engines.

It doesn’t look like there’s any reason a business couldn’t create an Ello account and start posting photos, sales and useful information for customers and potential customers – but we haven’t heard of any businesses jumping on just yet. Still, it may be a network to watch the remainder of this year.

Is Instagram Right for My Business?

Instagram for Small BusinessWith more than 70 million users in the United States and a user base that skews young and affluent, many businesses are taking another look at Instagram.

Instagram is a mobile app-based photo sharing network, where an individual or business can post photos of events, items or anything else with captions and clickable, searchable hashtags. The platform also has tools built in so you can make your Instagram photos appear old, faded or artistic.

Overall, the social network does best for businesses that are visual in nature – retail, art, real estate, home improvement, jewelry, tourism and restaurants. It can also be useful for event-based businesses. There are always exceptions, but those in the finance and IT sectors be better served focusing on other social networks, such as LinkedIn.

In-the-Moment Marketing

Unlike most other social networks, Instagram is really capitalizes on in-the-moment photos of events in addition to products.

Since it’s mobile app-based, you can’t take an amazing photo with your $500 camera, Photoshop it and upload it to Instagram from your laptop. You’re stuck with your iPhone or Samsung or other web-enabled camera. That’s a mixed blessing. (Technically, there are ways around this, but it goes against the spirit of the platform.)

However, nice thing about Instagram is that it interfaces easily with Facebook and Twitter, so if you take a photo with your Instagram app and caption it, then share it on Facebook and Twitter instantly, which can gain your business more followers on all three networks.

Examples and Best Practices

It always helps to look at what other businesses are doing with a platform. Here are some examples of good, effective usage of Instagram:

In the tourism and publishing industry, Outdoor Life magazine has had success with Instagram contests. The magazine asked readers to take a photo with Instagram and upload it to the network with a specific hashtag and username mentioned. (Here’s a recent contest launch post from Outdoor Life for an example of how to set up an Instagram contest.)

To drive traffic back to the publication’s website, Outdoor Life’s website did a post embedding several Instagram photos from users.

You can also buy Instagram ads – Ben & Jerry’s ice cream had some success there – and there are ways through responding to user comments to encouraging and give guidance on purchasing, even though direct links to your website in photo captions won’t work. (A&E clothing is a master at encouraging people to go online to purchase items.)

Here in Alexandria, we love @VisitAlexVA on Instagram. What are your favorite local outlets on Instagram?

Beth Lawton is founder and CMO of Canoe Media Services, an Alexandria-based business that helps entrepreneurs and small businesses shine online with smart social media marketing, blog content and more. More information is available at www.canoemediaservices.com.

Which Social Network is Right for Your Business?

so-many-social-networks
so-many-social-networks (Photo credit: socialmediahq)

Options abound when it comes to social media – there are dozens of “major” social networks (those with more than 500,000 active users) and new social platforms hit the market all the time.

With the optimism and energy behind starting your own business, many entrepreneurs create business profiles on several social networks, only to find they don’t have the time to manage all of them. A social profile that’s neglected can negatively affect how customers perceive your brand.

So how do you decide where to put your social media marketing energy? First, think about why people visit different social networks.

A recent study by IPG Media and 140Proof showed more than 107 million U.S. adults belong to more than one social network. Of those, more than 78 million belong to three social networks and almost 60 million belong to four or more.

The reason, users say, is because different platforms are better suited to different interests. (In other words, your customers probably are not going to the business-oriented professional network LinkedIn to find the latest viral cat video.)

Here are a few questions to consider when choosing your social presence:

  • Who is your target audience?
  • Is your business inherently visual in nature (like fashion or real estate) or is your business based more on information?
  • How much time can you dedicate to maintaining your social presence? Some networks require more work than others.
  • What’s your goal for your social media marketing efforts? Do you want to be thought of as an expert among other industry leaders, or do you want to increase the number of people buying a product from you?
  • What’s your brand’s personality?

IPG also has a great chart showing topic areas and what performs best on which social network – you can see the chart here.

The best advice for businesses on social media, no matter the platform: Be yourself, engage with your customers and clients (respond to their inquiries quickly and thank them for their contributions) and keep your social media presence fresh and updated.

Beth Lawton is founder and CMO of Canoe Media Services, an Alexandria-based business that helps entrepreneurs and small businesses shine online with smart social media marketing, blog content and more. More information is available at www.canoemediaservices.com.

Is This The Future of Advertisement?

sbdc_advertisingMaybe you noticed it but you probably didn’t.  It’s that post on your Facebook feed that is an ad, but its made to look like just another post from a friend.  In this day and age where we expect our newspapers, leaders, doctors, and teachers and to provide full disclosure of financial arrangements and other important facts, some of the biggest web sites on the Internet are playing fast and loose with our trust by passing off ads as just a normal post.

This type of ad is called “Native Ads” and because of their placement in our regular viewing area must illicit a higher than average response rate.  The fact that they provide no special border, or tag gives the user no idea that it’s a paid placement and that is just wrong.

My hope is that enough people begin to call out these ads for their mis-leading nature that the companies either remove these from our “organic” viewing area or else make it much more clear that this is an advertising and not a posting from one of our friends.