NellyRodi: 'Sell Better to Sell More'
By Staff -- Gifts and Dec, 5/20/2009 12:00:00 PM
New York – NellyRodi, an international design styling and forecasting agency in Paris, hosted a Design Conference, sponsored by Maison & Objet, on May 15 to discuss future trends in retailing. The conference also focused on trends in color, design and materials in fashion and home.
“The Future of Retail” was presented by Vincent Gregoire, lifestyle director and Catherine Tetu, fashion and beauty director at NellyRodi. Gregoire began the presentation by addressing the negative images that surround our world today, for instance the economy, which he said we must reset, restart. “Things have changed for the consumer. Buying is not the only important thing. [Customers] want the most information, the best product and want to share,” he explained. Right now, he stressed, the power is in the hands of the consumer who he broke down into five separate communities and explained who each is and how to sell to them.
• Conscious Citizens: This customer is a city dweller and thinks globally. They want sustainable products that are desirable. They are in search for better living. For them simplicity is the new luxury. When selling to this customer, retailers should focus on telling a story, set up a charity system and think about using recycled energy in the store. Gregoire talked about a store in Milan whose fixtures are made from cardboard, but were designed in such a way that they were still very glamorous. This shopper wants things that are design driven. And there are many products out there that focus on being green, sustainable and eco-friendly, but are high in design. At the recent International Contemporary Furniture Fair in New York, there were several vendors who offered stylish light fixtures and furniture made from cardboard, craftpaper or Tyvek.
• Emotional Tech-y: This customer wants something more sensual, to incorporate the five senses. They want to use the new technology, but in a human way. This shopper likes things that are organic in shape and texture. Retailers can find these consumers online. But, they also want to be part of an experience and they want to feel at home when they shop. They want to be able to touch and feel the product. Information is very important to this consumer. They want to be able to get their information easily, for example on a cell phone. Gregoire gave the example of a Nike store in Vancouver that has a runner’s lounge in it.
• Experimentals: They want to escape the system; to be free to explore new territories. They are influenced by rock and roll and punk. They are looking for brands that are outside of the norm. They can be a little bit dark, almost gothic. Retailers need to find unique products for this group. They are searching for new multi-brands. And they like things to be a little bit dramatic. Here, Gregoire talks about a retail shop in Milan where there is a man living in it and shoppers can watch him go about his day. Of course, when he wants his privacy, he closes the curtains.
• Happy Anti: This customer likes amusement and wants to play. They push the system to the limit, and combine paradoxes. They want to mix and match, they like kitsch and chic, like an art gallery. They’re influenced by pop art, hip hop and graffiti. Retailers should make their shopping experience fun. Break away from the ordinary and generic merchandising displays and techniques to attract this customer. This consumer looks at everything like entertainment. The mass market stores are found on the big streets, the shop they want is in an out-of-the way location, away from the norm. This customer wants to be a part of the creation of the product, so that the product reflects who they are. Personalization is important to this consumer. At the Nike store in London, shoppers can create their own t-shirt or sneaker.
• New Connoisseurs: They want the best service. They want exclusivity and grandeur. This customer likes the fine arts. This is the evolution of luxury. It’s not a matter of money anymore, it’s about quality service. This customer likes the idea of a members-only approach. Retailers need to address this customer by giving them the most attention and the best service. These consumers want a rare, unique and confidential place to shop. Specials, private shopping days are what will make their shopping experience pleasurable. As an example, Gregoire and Tetu mentioned Louis Vuitton which sends birthday cakes to its best customers.
Retailing in the 21st century has gone from the customer finding the retailer to the retailer finding the customer. Gregoire and Tetu emphasized that the keys to successful retailing in the future lie in you being different, innovative, being honest with your customer, telling a story and getting closer to your customers. Most importantly, selling better to sell more.
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