“Experience Shopping. Where, why and how people shop all over the world” – Ann De Kelver
More than 70% of people say they love to shop. This much love for an activity that is supposed to be merely functional? A new book, “Experience Shopping. Where, why and how people shop all over the world,” shows that, throughout history, shopping has always been more than a business transaction. Ann De Kelver travelled the globe with photographer Koen Van Damme researching the history of and the stories behind our love for shopping. The result is a surprising, visual journey through a world of experience retail. It answers questions such as why shopping has managed to remain our favorite pastime through the ages. Do men shop differently than women? Why do we love Apple and Starbucks so much? And what is a Wiggle Worm?
Shopping as a lifestyle
“Experience Shopping” illustrates how shopping became a lifestyle that defines us as individuals and as a society. How many purchases do we make every day without even a second thought? The importance of shopping exceeds the amount of time we spend on it. Through the things we (want to) buy, we show who we are, what we do, where we want to go, how we are (not) different than all the others. When we shop, the purely functional or rational rarely prevail. We want to be inspired, challenged, stimulated and surprised by the brands and products with which we surround ourselves. And as consumers, we become increasingly demanding. More than ever, brands and retailers must provide a total customer experience at each customer interaction point. The retail of the future will be marked by experiences.
Up next: experience destinations
De Kelver shows how shopping has become part of our quest for quality of life and connectivity. Time management is our biggest challenge today: so much to do, so little time. Between the children, partner, friends, errands, and hobbies, there just doesn’t seem to be enough hours in the day for our priorities, interests and all the items on our ‘to do’ list. That is why De Kelver makes the case for a third place (after home and work) where needs, wants and people meet. “Combining rich experiences, a unique retail mix and unparalleled service, ‘experience destinations’ will be the places where the generation that wants it all can gather,” according to Professor Bernd Schmitt from Columbia University in the foreword of the book.
“Offices. To work, to live, to relax. Trend-setting offices where working is fun” – Ann De Kelver
“We live in a fast-changing, highly technological society which influences how we live and work. Work spaces must be polyvalent and the buildings must be equipped with the very latest technical devices. Companies must be able to use their buildings as a trump card in the ‘war for talent’. Since people spend the largest amount of their time at the office, the environment should be pleasant. The book ‘Offices’ was created in co-operation with the international construction and real estate giant, Eurinpro-Verelst. It is both inspiring and practical. The easy-to-read and well thought-out texts of Ann De Kelver, the stylized pictures of interior photographer, Koen Van Damme, and the contemporary layout of Inge Van Damme, show for example how a meeting hall can optimally fulfill all its requirements, the effects of colour and light sources and how greenery can be used in and around the office. It is an inspiring book that can bring more harmony, aesthetics and efficiency to everyone’s work environment.”
“Why we buy. The science of shopping” – Paco Underhill, a Uplace partner
“Is there a method to our madness when it comes to shopping? In this witty, eye-opening report on our ever-evolving consumer culture, author and research company CEO Paco Underhill answers with a definitive “yes.” Why We Buy is based on hard data gleaned from thousands of hours of field research–in shopping malls, department stores, and supermarkets across America. With his team of sleuths tracking our every move, from sweater displays at the mall to the beverage cooler at the drugstore, Paco Underhill lays bare the struggle among merchants, marketers, and increasingly knowledgeable consumers for control ...Why We Buy is a remarkably fresh guide, offering creative and insightful tips on how to adapt to the changing customer. For the general public, Why We Buy is a funny and sometimes disconcerting look at our favorite pastime.”
“Big Think Strategy: How to Leverage Bold Ideas and Leave Small Thinking Behind” – Bernd Schmitt, a Uplace partner
Business leaders need bold strategies to compete. In Big Think Strategy, Schmitt shows you how to bring bold thinking into business by sourcing big ideas and executing them.
Drawing on years of advising corporate leaders on creativity and strategy development, Schmitt explains how to bring fresh thinking into the planning process. With the tools and frameworks in this book, any leader can overcome “small think”—the inertia, risk-aversion, and narrow-mindedness that halt true innovation.
Tested by executives in a diverse range of industries, the ideas and tools presented in this book will help you harness creativity in your strategic planning process—and position your firm uniquely for success.
“Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands” – Bernd Schmitt
“Engaging, enlightening, provocative, and sensational are the words people use to describe compelling experiences and these words also describe this extraordinary book by Bernd Schmitt. Moving beyond traditional "features-and-benefits" marketing, Schmitt presents a revolutionary approach to marketing for the branding and information age. Schmitt shows how managers can create holistic experiences for their customers through brands that provide sensory, affective, and creative associations as well as lifestyle marketing and social identity campaigns. In this masterful handbook of tools and techniques, Schmitt presents a battery of business cases to show how cutting-edge companies use "experience providers" such as visual identity, communication, product presence, web sites, and service to create different types of customer experiences…”