Insights from Garrison Latimer, ZenGenius Visual Merchandising Manager

What do you do when you gather two hundred of the retail design industry’s top minds together in Nashville, Tennessee? Well, obviously you hang out at a honky tonk, practice yoga with baby goats and turn a hotel conference room into a mechanical-bull riding arena.

You also talk retail. Lots of retail.

The team behind design:retail Forum curated an awesomely packed schedule of thought-provoking lectures and fun networking activities to stimulate dialogue throughout this talented cross-section of our industry.

Here are our top five ideas we left pondering after our memorable time in Music City.

.01

DISRUPT OR BE DISRUPTED

Alison Embrey Medina, director of content for RetailX, set the tone for the week by distinguishing the difference between innovation (doing the same things a bit better) and disruption (creating things that make the old things obsolete). She challenged conference attendees to be more proactive and move towards becoming disruptors.

Our culture is changing at an unbelievable pace and the world of retail is evolving rapidly along side it. In order to remain relevant, to avoid obsolescence, we must constantly think differently, reimagining not only the physical structure of a store, but also the purpose of a store and the expectations of the consumers who visit.

.02

ASK “WHY?”

This question and its importance was addressed in at least two different sessions during the week. In both instances, speakers reminded the audience the most important question is often the least likely to be asked.

How much will it cost? When will it be done? Who is doing it?

Without doubt, these questions are important to discuss, but did you remember to ask why you are doing something in the first place?

.03

SENSE AND SENSIBILITY

A fascinating lecture from Ari Peralta, CEO & Founder of ARIGAMI, took us on a deep dive into how the human brain works and how retailers can leverage this information into success ZenGenius is always looking to activate all five senses whenever possible in a customer experience. Learning more about the importance and power of the brain and senses aligned was both encouraging and validating as we continue exploring opportunities that enhance and elevate the experiences we help create.

.04

BUILD AN EXPERIENCE AND THEY WILL COME

According to statistics provided by Melissa Gonzalez, CEO of The Lionesque Group,

That is a powerful piece of data. Often it can be difficult to determine the return on investment of an experiential event, where many time no actual product or service is for sale. Yet, this statistic proves that the return lies further down the road. Consumers are looking to connect with a brand. Give them that opportunity and the seed of loyalty is planted for the future.

.05

THINK LIKE A CONSUMER...BECAUSE YOU ARE ONE

It is easy to think about consumers as some other group of people who exist elsewhere. The reality is we are just as much a part of that group as anyone else. So often we try to get into the minds of anonymous customers to determine if an idea will be successful, when the easiest and most accessible market research is readily available at a moment's notice. Would I enjoy this? Would this make sense to me? Would this experience make me want to return?

If you can't answer yes to these questions, the rest of the consumer population won't be able to either.

experiences all our own

Grab the bull by the horns, get into the groove with goat yoga, and mellow to the music of Nashville.

No trip would be complete with out some fun and shenanigans. Check out highlights below featuring ZenGenius, Inc.’s fearless leader (a.ka. our CEO + Co-Founder) Joe Baer, Visual Merchandising Manager Garrison Latimer, and Global Project Manager Meg Lefeld.