Total retail: Design the shopper experience

This article explains why a brand's 'unique experience signature' is of vital importance and how brands can bring together physical, human and digital elements to create one.

Total retail: Design the shopper experience

Aaron ShieldsFitch

Admap: Total Retail

This article is from the July/August 2014 issue of Admap, which focuses on 'total retail' marketing strategies.

What's needed for both bricks and clicks retailers is a common vision for shaping a unique customer experience with digital interactions that stitch all the touchpoints into a seamless whole. This means using each physical, human and digital element to its best advantage to form a brand's unique experience signature.

The fields of retail design, service design and online user experience design are colliding. Yet the teams charged with...

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