Page 34 - June #173

RLI RETAIL INSIGHT
Better Business DESIGN WEB GALLERY

and Behavioural WELCOME TO THE RLI DESIGNER GALLERY, WHERE THE VERY BEST DESIGN SPECIALISTS TAKE THE OPPORTUNITY TO PRESENT

THEIR SERVICES TO OWNERS, INVESTORS AND DEVELOPERS, BOTH NATIONALLY AND INTERNATIONALLY.
Science 3MIX BDP

In this edition’s Retail Insight, Anthony Tattum, Founder & CEO of YOUR PROJECT
COULD BE
award-winning marketing agency Big Cat discusses how retail and leisure
brands and operators can thrive in the current global and regional climate. FEATURED HERE

e’re almost half way through 2022. We were promised an end Influencing consumer behaviour 3MIX is an international design firm, comprising of BDP is at the forefront of retail design with an
to economic turmoil post COVID. But consumers are feeling Scarcity and novelty are behavioural biases that brands can lean into to industry leaders and talented designers in the field of AVAILABLE FROM established reputation for completing innovative and
commercial architectural design, we are committed
Wthe cold bite of price increases even as the UK is thawing out. influence and motivate customer preference. to creating highly integrated and vibrant commercial JULY/AUGUST successful projects for our clients. Our projects range
from urban solutions with open streets, covered streets
People are trading up their 2021 staycations for beach holidays abroad. Special events, limited time offers, daily specials, seasonal promotions... in buildings, public spaces and experiential environments FROM £125 A MONTH* and arcades to stand alone fully enclosed destinations.
They are also choosing to move house as a cheaper alternative to extending fact introducing new ideas and events every day, every week, every month at the core of urban areas. They include configurations ranging from single level
and improving their current home. There’s a bun fight for the best talent will give you a reason to go to market, do promotion, and talk to customers. to multilevel arrangements to maximise a site’s value.
and loyal customers, adding further pressure to costs and prices. As discussed earlier you should market to all of your customers all of the Each solution is unique and responds to the individual
We live in times of abundance. Consumers have so much choice. time, even light and very occasional users of your product or service. brief and location.
Similarly with talent... there are more jobs than brilliant people to fill them. That’s what is so great about your website and social media. Even if you www.3mix.com
The big tech companies are even competing for our customers’ attention don’t have huge marketing budgets you can share all of your rich and varied www.bdp.com
and disposable income with multi-billion dollar movie and box set budgets. activities. If you do have budget to advertise, and you have a B2C product
What does this mean to the retail and leisure industry and how can we or experience then advertising on social media can be an extremely efficient BREWER SMITH BREWER GROUP BROADWAY MALYAN CONCEPT I
navigate it and thrive? way of raising awareness of your brand and special events. Particularly if
In an article I wrote for RLI way back in 2020 I wrote about Survival of you use the newer platforms or apps like TikTok or Instagram Highlights
the Fastest in relation to adapting business models in reaction to the global and Reels.
pandemic. I believe now we’re back in the good old fashion survival of the
fittest. There will be a thinning of the herd throughout the next year or The truth about social proof
two as the perfect storm of price and tax rises, wage pressure and war Attracting crowds to special events has another benefit too, because
in Ukraine. again of our innate behavioural biases. You’ve heard the phrase ‘people
With less consumers and colleagues to go around its crucial that brands attract people’? Well there’s truth and science behind it. There’s a well-
try to attract more than their fair share. Well, luckily, marketing and established behavioural bias called social proof. That is the idea that popular
behavioural scientists have given us some amazing tools to attract attention things become popular still because as humans we’re social animals and Established in 1977, Brewer Smith Brewer Group Broadway Malyan is a global architecture, urbanism Concept i is an award winning interior design
and interest. But before I get into that let’s talk about purpose. trust in things other people are doing. (BSBG) is an award-winning international practice with and design practice dedicated to creating buildings and architecture studio globally engaged in retail,
I believe it’s our duty; as brands, entrepreneurs, business owners, senior A queue of people will often attract others to join because of the promise a reputation for producing inspiring and emotive design, and places that will provide a lasting legacy. Through commercial, and entertainment projects. With offices
managers, to make a positive contribution to the planet, to people as well as of something interesting or tasty to be found at the front. If you can fill alongside sophisticated technical delivery solutions. a shared design ethos we create places with a strong in Bangkok and Shanghai, we have completed over
150 projects in 16 countries. Our studios are diverse
sense of identity where people and communities want
The group’s multi-disciplinary excellence is illustrated
make a healthy profit. We can and should be looking for opportunities to emit an event you will attract attention from passers-by, people who weren’t by a project portfolio that includes high-end retail, to live, learn, shop, work and relax. Our collaborative and multi-disciplinary including architects, interior
less carbon, to support our local communities, and really care for our employees. specifically coming to your bar, shop, stand, or experience. mixed-use, commercial, residential and hospitality approach with a focus on customer experience and designers, theme designers, lighting, graphics and
I’ve researched, written and spoken at length about purpose and profit. We have a tough year ahead but as Archie Norman, Chairman of Marks developments, founded upon the three pillars of community, has enabled us to deliver award-winning branding designers. Concept i thrive on “innovating”
These goals aren’t mutually exclusive. In fact having purpose leads to profit & Spencer said recently, the current level of inflation is unlikely to last more architecture, interior design and structural engineering. projects across the world, from new build icons to for contemporary lifestyles and enjoyment, injecting
repurposed interiors.
the newest global design trends into our work.
for an increasing number of successful brands. than a year. So stay lean, stay fit (fitter than your competition) and use canny
marketing and behavioural science to attract more than your fair share of www.bsbgroup.com www.broadwaymalyan.com www.concept-i-design.com
Reasons not to buy talent and customer.
Product differentiation is incredibly hard these days. I have many clients ONE WORKS TCONCEPT
whose main point of difference is their positive impact on society, or the
environment, or both. There’s an inexorable rise in ethical consumers and
talent that will choose to work with brands that do good in the world. YOUR PROJECT
If you want to be a better business check out the Better Business Act
or even become a B Corp. Renowned marketing scientist, Byron Sharp COULD BE
said ‘do not give consumers a reason not to buy or choose your brand’.
To avoid this potential own goal, ensure your business aligns the long-term FEATURED HERE
interest of people, planet and profit.
Mass marketing is alive and well One Works is a global design and consultancy firm TconcepT is an international design studio based in
Sharp also says (and proves through his work and research) brands offering integrated architecture, infrastructure and the Netherlands. We create inspiring places around the
should speak to as many potential buyers as they can, all the time. Practically AVAILABLE FROM urban design services. We are experts in dealing with globe, transforming destinations into experiences for
speaking, this means never turning off your marketing activity, even if it goes JULY/AUGUST complex and crowded spaces. Our expertise includes people to live, work and stay. People and human scale
down to a simmer from time to time. FROM £125 A MONTH* traditional shopping centres, as well as open-air schemes are at the centre of what we do, our experienced and
and urban destinations. Integrating our specific retail
enthusiastic team work closely with our clients to meet
Brands largely compete on mental and physical availability. By this I understanding to a broader masterplanning approach, their needs and expectations, enabling us to deliver a
mean the bun fight for attention we talked about earlier. Being more easily we design sustainable solutions to enrich the overall diverse portfolio of concept design and placemaking in
brought to mind or remembered than your competition; and then being customer experience. urban mixed use, retail, landscaping and interior design.
easy to find, buy or get to. Most other things, as business owners or senior
managers are obsessed with, like product features, menus, experiences, www.one-works.com www.tconcept.nl
stores, just aren’t as important.
* minimum of 12 months
TO PROMOTE YOUR SERVICES TO AN ANNUAL GLOBAL READERSHIP IN EXCESS OF ONE MILLION, INCLUDING FREE
34 RETAIL & LEISURE INTERNATIONAL JUNE 2022 REPRODUCTION ONLINE, PLEASE CONTACT: THE RLI SALES TEAM:
Tel: +44 (0)1706 212200 | info@rli.uk.com