VIEWS: 38 PAGES: 7 POSTED ON: 3/24/2010
KEVIN E. KELLEY TOPICS RETAIL Cents and Sensibilities Behind every great grocery store strategy is typically a great financial team, but in these times of tremendous change and increasing competition, operational excellence isn't really enough to survive in the future. More now than ever, grocery stores need fresh, new and radical thinking to stay alive. Join brand strategist and design provocateur, Kevin Kelley, as he discusses the need for both “rudder and sail” thinking—and the potential role CFOs can play in stimulating this balance. Trained as an architect, Kevin Kelley realized early in his career that design is a strategic weapon for any business in any industry. A self-proclaimed “anti-architect” his specialty is getting inside the mind of consumers, a skill from which every industry and every company that sells a product or service benefits. A pioneer in the emerging field of Perception Design, he creates retail environments that influence consumers not only to spend more, but also to become loyal shoppers. Convenient Truths: Consumer—Insights & Innovation Principles For The Convenience Channel The convenience store industry was founded on a promise to deliver a “convenient” experience to shoppers, and has largely delivered on that promise for decades now. But in today's marketplace of new retail options and shifting consumer expectations, the traditional benefit of “convenience” is losing much of its unique point of differentiation, recognizable advantage and continued relevance. Kevin Kelley, co-founder and principal of the perception design firm Shook Kelley, will share his findings on the mindsets, attitudes, behaviors and motivations of shoppers in convenience stores. Based on consumer insights, he will provide a set of innovation principles for the industry that ultimately aim to create an improved and more relevant convenience store experience. The Cycle of Innovation in Retail Design It seems innovation is everyone's top priority these days. The pressure to keep up is particularly strong with regard to retail and consumer behavior. There is a tendency to just hitch one's wagon to the latest trend and call it innovation—but is this really innovation? Or imitation? And, while trends might help advance the industry, true innovation isn't about trends, but a whole new way of thinking. In this session, you will: Learn why it's important to monitor, keep up with and create innovations. Continued Page 2 Kevin E. Kelley Learn how to inspire a true culture of innovation. Discover the reasons why some great ideas make it to market and others get killed in the boardroom (hint: it is not what you think). Environmental Branding—Exploring the Real Moment of Truth With the ever-increasing number of products in-store, how do you get consumers to slow down, engage and imagine the possibilities of your brand? Understanding how consumers live, shop and eat has been the life study of Kevin Ervin Kelley, AIA. His specialty is getting inside the mind of consumers to determine those primal motivators that affect purchase decisions—a skill from which every industry and every company that sells a product or service benefits. During this provocative session, Mr. Kelley, a self-proclaimed “anti-architect” and consumer behaviorist, will deliver the strategies and techniques his firm Shook Kelley has developed to create breakthrough concepts for consumer-based environments. He is a pioneer in bridging the gap between the best practices of marketing, science and design into one integrated proprietary approach he calls Perception Design. His understanding of “what consumers really want,” has enabled him to take complex business strategies and turn them into two-second icons that cue and trigger specific emotional values. From his presentation you will learn: How to leverage consumer perceptions to your advantage How to create a believable, credible and authoritative brand realm for both products and consumers in-store How the language of iconography, symbology, and meaning management can be used to create comprehensive brand experiences Perception Designsm—Understanding How Consumers Experience Your Brand Innovations in linking brand strategy, marketing principles and consumer psychology to the retail environment are what make a design firm Shook Kelley a business world trailblazer. Recognized as a national leader in the fields of retail, restaurant, supermarket, and leisure branding and design, Principal and Co-Founder Kevin Kelley delivers his unique insights on the issues of price vs. value, utilitarian vs. emotive, theme vs. authenticity, and brand messaging vs. brand experience. Participants in this intriguing session will be inspired to take an unconventional approach to making their brand more tangible and experiential to the consumer. Guaranteed you will learn: Strategies for making brands more tangible and experiential for the consumer How to create a meaningful brand realm for both products and consumer A Sense of Place, Product, Brand and Experience Most branded products represent much more than their actual function. Puma shoes are Continued Page 3 Kevin E. Kelley not just for running. They're a fashion statement. Whole Foods' 365 private label brand isn't just for eating. It's a social statement. Jet Blue airlines isn't entirely about saving money. It's about living the first class lifestyle. Manufacturers and retailers can and should play a key role in suggesting, facilitating and fulfilling those images. Unfortunately, most in-store presentations reduce products to mere inventory. Kevin Kelley will explain: How your products must be positioned within the retail environment so that consumers can grasp the greater emotive potential of those goods. The process for combining the disciplines of brand strategy, architecture, communication design and consumer anthropology into one integrated and proprietary approach called Perception Design. Solutions for Growth—Re-making the Supermarket Experience Recapturing the center store and increasing sales of perimeter departments requires renewed focus on creating the right environment for your shoppers. This means finding your niche and developing your brand or image. Learn how to incorporate your brand/image into your physical store environment and every message you send out, including advertising, marketing, store design and layout, buying, and merchandising. A store is only as successful as the sum of its parts and this session brings the center store and perimeter departments together in a discussion of total store solutions. The Subconscious Mind, Habits and Behaviors Of Consumers Today, far too much of retail design is solely based on common aesthetic principles such as composition, scale, color and texture. But in reality, retail design should be more driven by a consumer's emotional, psychological, sociological and anthropological behaviors than by the classical design methods. During this presentation, architect and consumer behaviorist, Kevin Kelley, will present a series of real life case studies that uncover the often, hidden dimensions of how consumers shop. He is principal of Shook Kelley, whose clients include the likes of Whole Foods, Kraft, Cadbury Adams, Coca-Cola, Harley-Davidson, and many other international brands. Learn how to control the consumer's eye at 10 feet, 10 yards and 100 yards Discover how the body moves through retail space and how the mind interprets its surroundings Decode the patterns of social behavior within retail environments Surviving The Market Levelers—The Rise of Algorithms and the Fate of Retail Stores For the last few decades, we've been hearing about how technology, globalization, demographic shifts, household makeup and the like are going to fundamentally change the way we live and do business. And now, for better or worse, that day has finally arrived. Everywhere we look today there seems to be more sad news about another once-stable retailer that is having a Continued Page 4 Kevin E. Kelley hard time surviving. Yet, at the same time that many traditional retail icons are hurting, there seems to be a select breed of new or non-traditional retailers that are enjoying impressive sales gains. So what's going on out there in the world of retail? What are these seemingly inexperienced or unsophisticated retailers doing that the other classically-trained retailers aren't? More and more, we are seeing the increasing presence, growth and strength of what we call "The Market Leveler." In some cases, these Levelers are online upstart retailers that are able to use the internet to develop complex algorithms that sort, sift, filter and mine the needs of today's consumers. In other cases, these Levelers are just your basic low price leaders that are able to create more efficient product delivery/ distribution channels. But regardless of the approach, it is all having a cumulative effect on the efficacy and strength of the traditional retail store. With all this change underway, how do traditional brick and mortar retailers survive? Should retailers abandon the retail store format and go totally online; or should they just continue lowering their prices beyond reasonability? More importantly, does the institution of the retail store still even matter today? And if so, how can retail stores successfully attract and reach consumers while combating the low price retailers and online possibilities? Kevin Kelley tackles these daunting questions and more. Although trained and licensed as an architect, he is often described as the "anti-architect" because of his critical approach to the traditional retail store design process. For the last 16 years, he and the firm he co-founded, Shook Kelley, have been pioneering and perfecting a retail store design process called Perception Design, which is based less on the laws of aesthetics and more on the fields of consumer behavior, consumer psychology, pop culture and the science of retail branding. This process delves much deeper into the emotional reasons why consumers need to shop at a physical store and how the store's environment affects behavior, often in unconscious ways. PLACEBRANDING Behavior and Value For better or worse, we live in a society where the consumption of products, goods, services, experiences, entertainment, news and more has become a pervasive, if not a full-time preoccupation in our daily lives. Architects are not traditionally trained to deal with or even support such a materially- Continued Page 5 Kevin E. Kelley obsessed society. However, the march for consumerism continues to grow steadily. What role does and should the architect play in this consumption-based economy? More importantly, could involvement and/or participation in this area lead to success or potential ruin for the profession? These questions and more will be discussed by Kevin Ervin Kelley, AIA. Over the past 15 years he and his firm, Shook Kelley, have been pioneering a methodology and approach to consumer behavior and consumer psychology that is provocative, if not controversial. Branding Your Product for Success Whether it is consumer products, real estate developments or capital market products and services, one of the emerging trends and imperatives of the 21st Century is to brand your product or service so it is defined not just by its quality, but also by its recognition in the marketplace. World-renowned branding expert, Kevin Kelley, will deliver an inspirational address detailing how to capitalize on the hidden value of assets through cost-effective branding, resulting in increased cash flows and improved capital value. He will explain that the value in real estate is in the quality of the place and the brand recognition that imbues that place with the power to draw repeat visitation that increases rents and sales. This provocative session will provide vital lessons for all involved in real estate development and sales and for capital markets products that rely on real estate assets for their products cash flows or capital value. The Power to Convene: Understanding How to Attract, Shape and Influence Consumer Behavior Despite good intentions and the best-laid plans, many development projects simply don't work in terms of attracting people. But why is it that some projects and places attract people and others don't? The answer to this question has been the life study of self-proclaimed "anti- architect" and consumer behaviorist Kevin Kelley, AIA. In the old days of retail, what mattered most was location and tenant mix, but in today's retail climate that's simply not enough. For better or worse, consumers today have all they need right at their fingertips. The bigger question developers should be asking is, "What do consumers really want?" Solve this dilemma and you will attract consumers in droves. As we all know, the key to retail is traff ic. Therefore, the power to convene consumers can make the difference between a thriving mixed-use property and one that constantly struggles. In this provocative session, you will learn how Kevin Ervin Kelley, AIA and his firm convene consumers around a brand, store, product or place. The Psychology Of Place—Translating Consumer Perceptions Into The Bottom Line During this provocative session, Kevin Kelley, a self-proclaimed "anti- architect" and consumer behaviorist, will deliver the strategies and techniques his firm Shook Kelley has Continued Page 6 Kevin E. Kelley developed to create breakthrough concepts for consumer-based environments. Mr. Kelley is a pioneer in bridging the gap between the best practices of marketing, science and design into one integrated proprietary approach he calls: Perception Design. His understanding of "what consumers really want:' has enabled him to take complex business strategies and turn them into two-second icons that cue and trigger specific emotional values. Attendees will learn: How to leverage consumer perceptions to their advantage, ultimately driving the bottom- line. Strategies for making "place" more tangible and experiential for consumers. How the language of iconography, symbology, and meaning management can be used to create comprehensive consumer experiences. FOOD Considering the Place of Food Consumers have radically changed their lifestyle, as well as their shopping patterns, behaviors and preferences, almost overnight. They appear to be looking for "good deals" and searching for the "right places" to shop. While grocery stores have done a lot over the last twenty years to evolve and enhance their store environments to meet consumer needs and wants, the big question today is whether past store design strategies will work in the future. It may be time for the grocery industry to consider a new way of approaching the place of food. Join us for a discussion about how to match the mind and mood of consumers to the right kind of store environment. Kevin Kelley—an architect, consumer behaviorist, and cultural voyeur—will review some of the latest trends and innovations emerging in the fascinating field of retail science. The Theater of Food—Shaping the Perception through Context and Environment Since the beginning of civilization, food has convened us in ways that not much else has been able to do. Whether it was the ancient agora or today's modern day supermarket or restaurant, the market of food has always played a central role in our lives, our communities, and our communication. The search and acquisition of food is hardwired into our brains. Surprisingly though, the food product itself is but one small factor in the long list of value specifications that consumers go through in making food decisions. The environment, context and presentation of food play an overwhelming and deeply subconscious role in influencing overall consumer choices and beliefs about a food brand. While these perceptions may seem logical, rational and conscious, they are more often than not based on deep-seated primal beliefs and emotive factors. Deciding where to eat and what to buy has been the life study of self-proclaimed anti- architect and consumer behaviorist, Kevin Ervin Kelley, AIA. As co-founder of Shook Kelley, Continued Page 7 Kevin E. Kelley he has been a pioneer in bridging the gap between the best practices of marketing, science and design into one integrated approach he calls: Perception Design. During this animated discussion, Mr. Kelley will address the issues of: Price vs. Value Utilitarianism vs. Emotive Theme vs. Authenticity Message vs. Experience In addition, Mr. Kelley will go through a proprietary process his firm utilizes in developing food environments for leading grocery store and restaurant clients across the U.S.
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