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Brand, Consumer Understanding, Service Design

Continuum Presents at the Outdoor Retailer Winter Market

Boston 01.15.13, 01:10PM by Mike

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Later this month, Continuum will be participating in the Outdoor Retailer Winter Market, the largest winter lifestyle and sports industry gathering in the world. With over 20,000 retailers at the conference, Craig LaRosa, Principal and Service Designer at Continuum, will be speaking about topics that hit very close to home for them: how to battle showrooming and empower their frontline employees.

Thanks to smartphones, consumers today can experience a product in the store and then buy it online for 10-15% cheaper. This trend called “showrooming” has become a heavy burden for brick-and-mortar retailers. In his talk, “6 Strategies for Stealing Customers Back from Amazon,” Craig will address this issue and offer his insights into how stores can combat “showrooming” and hold on to their customers. Companies need to stop haggling on price, start innovating on service, and develop a bottom-up customer-centered strategy. A recent study by Continuum confirms that price isn’t everything. Our research found that convenience often trumps price when shoppers are deciding whether to buy in stores or online.

In Craig’s second talk, “The Face of Your Brand: Energizing Frontline Employees,” he will discuss how best to motivate your frontline employees—the people behind the counter, on the phone, in the cloud, and walking the floor—since they possess a large measure of control over a company’s customer experience. They are the ones who interact with customers, respond to customer needs, and ultimately deliver the service. Their actions determine whether a customer becomes a brand evangelist or detractor. So how can we enable them to play their role naturally and with confidence, to better relate to customers, and to perform at their best in unanticipated scenarios? Retailers must design processes and strategies to ensure that they’re empowered, energized, and personally vested— this is at the core of delivering standout service and creating a compelling brand experience.

If you are attending the Outdoor Retailer Winter Market, please join us for one of Craig’s talks to learn about how service design can help retailers keep their customers happy and make their businesses stronger. Craig has led service and experience design programs for a multitude of brands: creating a new food experience through business and service design for Bertucci’s; reinventing Holiday Inn’s guest experience; designing a consultative retail service and space for the Canadian diamond chain, Spence Diamonds; and developing a streamlined experience that works best for both patients and healthcare providers for Quest Diagnostics.

The Face of Your Brand: Energizing Frontline Employees
Tue, Jan 22, 2013 – 2:30 PM to 3:30 PM
Salt Lake Marriott Downtown at City Creek, Salon D

Six Strategies for Stealing Customers Back from Amazon
Wed, Jan 23, 2013 – 12:00 PM to 1:00 PM
Salt Lake Marriott Downtown at City Creek, Salon D

For more information on the Outdoor Retailer Conference, or to register, please visit: http://www.outdoorretailer.com/winter-market/

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