TheFutureofRetailandtheRoleofthe"HighStreet":JasonatPearsonBusinessSchool

Our Experience Director Jason was invited to speak at a conference at the Pearson Business School in the Barbican Centre in London. His talk revolved around our Nike / 11TeamSports Retail Experience and how we, together with Nike, created a new user interaction for the brand's customers.

Demodern on tour: Recently in London

The day was organized as a workshop and conference for the Pearson Business School. At the beginning of the day, students could attend presentations and a panel discussion on the future of retail and the high street. The first speaker was Fiona Davis from The Brand Inspiration Co., who provided extensive knowledge on how brands need to position themselves in the changing retail climate. The focus was on how brands communicate and structure their core themes to concentrate on customer-oriented benefits and reconceptualize outdated physical environments.

The Future of Retail

After the talks, Jason participated in the panel discussion "The Future of Retail and the Role of the High Street in the 21st Century." Fiona Davis, Darko Atijas, and Jason provided some great insights and discussed the changing agency climate with more hybrid agencies like Demodern. The idea of transforming the offline arena—implementing in-store sales as a method of delivery and uniting the online-offline experience through experiential concepts—was another topic. They also talked about being "responsible" technologists; resisting the urge to go beyond innovation and problem-seeking and ensuring that customers can distinguish between marketing gimmicks and experience-enhancing technologies. And finally, that retail is fundamentally an experience: "For a customer, it is not offline, online, or omnichannel. It is an experience"