We love the LSU-Picard Center because it invests in the future of Louisiana’s youth. Named after Cecil J. Picard the research center is filled with a multidisciplinary group of evaluation and research professionals whose mission is to study and focus on early childhood, K-12 education, school-based health, poverty’s effects on families, and lifelong learning.
They asked us to create an experiential retail design around their namesake that weaved in the history of LSU with elegant and museum-like quality—modern in style but with a sophisticated look.
Keeping the budget in mind, we created a beautiful, eye-catching, and interactive museum installation using modern elements like aluminum, acrylic, and tension fabric graphics. Our design offered a timeline of Picard’s life, work, and what he meant to the area. VOXX came up with the flow and placement of each exhibit, material, and content. We were also honored to assist the LSU-Picard Center in its mission and to be one local business honoring another.
Let’s not forget the human element
In an age where we’re continually interrupting consumers, a brand has to take calculated risks when it comes to capturing someone’s attention. One of the best ways to do this is to make a retail experience as natural as possible. This means going one step beyond attracting a customer into your store or your booth and making them want to interact with you. This allows for the design of a truly immersive retail experience with a strong story that provides an emotional hook for customers.
Speaking of customers, let’s identify the three types of audiences you should be creating experiences for at the same time. Yep, you read correctly. You should be keeping these three audiences in mind—simultaneously—as you’re creating your retail experience.
Audience one: The Tech-savvy – They have the latest app or device. They’re constantly upgrading, improving and in investigating new technologies. They’re hard to impress, but once you win them over, they’ll be a valuable ally.
Audience two: The Tech-curious – They may not have the latest and greatest app, but they’re curious about what‘s out there. Out of the three groups, this second one is usually the most willing to give your experience a chance because their technological standards aren’t as high as the tech-savvy consumer, but they’ll be a little more open than the tech-phobe.
Audience three: The Tech-phobe – They don’t want a smartphone or device. They’re not bowled over by digital technology—at all. Out of the three groups, this is the one looking to be moved emotionally albeit subconsciously. They won’t verbalize that, but since they don’t hold faith in the technological, they want something tangible and extraordinary.
When diving into experiential retail, most retailers concentrate on the tech-savvy and eliminate two-thirds of their potential audience. This can be a big and costly mistake. Think of large venues like successful theme parks or world’s fairs; there’s something for everyone: from the risk takers to the risk adverse, left-brained data geeks and right-brained creatives, and experiences to thrill each of the five senses.
In a perfect world, this experiential retail should take your brand narrative and hand control back to consumers—where it truly belongs.
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