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June 30th, 2020
9:30 am - 10:30 am EDT

Winning Them Back: The Psychology Behind Retail (Re)Design

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Queues. Store ‘bouncers’. Masks. Temperature checks. Stand here. Stand there. Don’t touch anything. Don’t touch me!

Oh my!

Ensuring a sense of safety is necessary, agree 100%. However, we must be careful. Designing experiences that make us feel afraid, stressed and out of control may repel customers for good.

So what should retailers be doing instead?

During this talk, we will tap into psychology to help us (re)design stores that speak to our human needs at a subconscious level. This could be the key to unlocking positive experiences that your customers will love.

We’ll explore:

  • How has the pandemic threatened our human needs? How has this impacted our feelings (e.g., loneliness, nostalgia, etc.) and behaviours?
  • How can physical retail deliver what we’ve been craving?
    What role will trust play?
  • Can we still have multi-sensory, immersive experiences in a contactless world?

The Speakers

Sandy Hernandez

is a Retail & Consumer Trendspotter and Strategist, helping companies innovate their customer experience to profitably drive brand love.

Sandy loves inspiring clients and opening their minds to new ideas. She creates innovation workshops and events to help retailers and brands 1) understand the psychology behind human behaviour 2) gain inspiration from leaders across industries (e.g., through talks with experts, guided tours) and 3) design more human-centred brand strategies and experiences.

Prior to 2018, she was a strategy consultant at Accenture for 15+ years, helping clients in the areas of innovation, CX, and store of the future design. Most recently, Sandy was the UK lead for the Accenture Customer Innovation Network, working with Retail and Consumer Goods clients and the start-up community across Accenture’s innovation centres. One of her absolute favourite projects was designing and launching a Store of The Future pop-up targeting the millennial consumer in London and Singapore.

Sandy holds an M.B.A. from The Wharton School and a B.S. in Economics from the University of Pennsylvania.

Kate Nightingale

Kate is a consumer psychologist and human brands expert and the founder of Style Psychology Ltd, a HUMAN experience consultancy with a twist. It is a new view on consumer business stemming from an old view on the human. Our unique formula mixes decades of scientific wisdom on human behaviour, with our team’s unrivalled experience in consumer business and creative thinking unlike any other.Kate works across brand strategy, insight, customer experience, retail design, innovation and much more. She has worked with Swarovski on their new store concept introduced in Europe late 2019. In 2019, she advised a homeware retailer Dowsing & Reynolds on the design of their first physical retail store which headlined in the press as ‘a store that could help save the high street’. She worked with a revolutionary ‘sofa in a box’ brand Snug on their original brand strategy, branding and customer experience, as well as its update in 2020.  Kate is also especially passionate about working with meaningful brands that want to make a difference. That saw her consulting on a sustainable fashion rental business and membership-based community focused womenswear brand amongst others.

Outside of her work with brands of all sizes, Kate is continuously approached by various insight agencies to provide her expertise on a multitude of subjects, from the future of placemaking, changing face of masculinity to the future of socialising post-COVID19.

Kate is also a lecturer in consumer psychology, consumer behaviour and customer experience at Regent’s University and London College of Fashion. She speaks at numerous industry conferences (Future Stores, eTail Europe, Future Branches, Global Female Leaders) and is often approached by press including appearing on Sky News, BBC News and Channel 4 News.

Ian Johnston

Ian Johnston is the Founder of Quinine, a leading retail experience consultancy devoted to the
power of design to drive innovation and growth. The consultancy helps brands create world-class
social, cultural and commercial experiences that enrich and delight their customers’ everyday lives.

A frequent public speaker and contributor within the retail design industry, Ian is an active member
of the DBA and has a strong commitment to the future of design education, appointed as course
director to the MA in product design at Madrid’s Institute of Design, he also advises academic
institutions on course structure and content and has acted as an external examiner at the University
of the Creative Arts and is also a visiting lecturer at the Royal College of Arts.

Anthony Tasgal

Anthony runs his own training company and is a Course Director for the Chartered Institute of Marketing, the Market Research Society, the Institute of Internal Communication, the AAR and the Civil Service College, running courses on Storytelling, Behavioural Economics, Insightment and Creative Briefing in the UK, US, China, Hong Kong, Australia, Sweden and UAE.

He is also a long-term Ad Agency planner and still freelances with several agencies and clients, for example currently helping the Royal Albert Hall tell their story ahead of their 150th anniversary in 2021.

He regularly speaks  at client events and conferences, such as the US Insights Association “Next” conference in New York in May 2017, the Australian Market Research Society annual conference in Sydney in 2017, and more recently at Knowledge Management Asia, Inbound Boston and keynoting Microsoft’s Global Sales Summit.

Tas also regularly appears on TalkRadio’s Early Breakfast show to discuss marketing and advertising topics.

He is the author of The Storytelling Book, the award-winning guide to using storytelling techniques to improve presentations and communication. The book is already on a fifth re-print and has been translated into Mandarin. His second book, “The Inspiratorium”, a compendium of insight and inspiration hit the shelves in 2018.

His new book “Incitations”, arrived in April 2020. You can hear him talk about insight, story and the human condition in this podcast or this video clip.

The RIW program has been developed to provide inspiration and direction to executives working in retail, at brands and their partner companies.

The Future of Retail festival has been produced by the team at Retail Innovation Week(R), a spin-off division from research and strategy think-tank PSFK.