About this episode
ABOUT JOE PINE:
Joe’s LinkedIn profile; linkedin.com/in/joepine
Websites:
strategichorizons.com (Blog)
StrategicHorizons.com (Company)
strategichorizons.com (Personal)
SHOW INTRO:
Today, EPISODE 86… I talk with Joe Pine Joe Pine, an internationally acclaimed author, speaker, and management advisor to Fortune 500 companies and entrepreneurial start-ups alike...
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I’ve been in the world of retail place-making for a few decades. 3 would qualify as ‘a few’ I guess. I took a detour for a few years in the late 20-teens, shifting from retail design into the play space of hospitality – a wonderful diversion.
The transition was transformative to be sure. I got to re-imagine what I knew about customer experience place making in terms of retail stores and turn my lens towards another fascination – hotels.
The interesting thing that emerged was the recognition that in the world of retail everyone, brands, and retail designers and architects alike, were all going on about experience.
Now this in and of itself was curious because I’d been designing stores for a couple decades, and I couldn’t recall one client who had ever come to the game and said – ‘hey lets create a really miserable experience for our customers…’ ‘…Let’s make it hard to understand the assortment, hard to read the labels, bathe the product in bad lighting, have people walk the store not being able to find the thing they came in for, etc…’
Not one.
Ironically though, while many clients never asked for that, we have all had the experience of that exactly being the case in many stores we go to.
So no,… creating a bad experience was never the strategy. We retail designers always sought to create places where positive experience was key. The stuff was important to be sure, but the experience - the emotional residue of the retail interaction - was what was critically important.
The stuff was supp
