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Foreword / Rodney Fitch Design and retail design : The power of design ; Design thinking and design doing ; Design thinking in retail ; Design for the consumer The essence of retail : A one-to-one relationship ; Influenced by a changing world ; One-to-one customer contact ; Everything becomes retail ; Elaboration : Retail 3.0: the customer decides Retail Platform Development Model© : External forces: the context ; The Retail Choice Diagram© ; Internal forces: brand and formula ; Insight ; In conclusion The everchanging world : Trends in the changing world ; Digitizing the world ; Retailers change the world ; Timing and vision The consumer : Human motivations and consumer behaviour ; Introducing: the average consumer ; Situations and behaviour ; Elaboration : The purpose of shopping Branding and retail branding : What branding is ; Living the brand ; Visual identity ; What retail branding is Retail brand development : Brand identity and brand image ; Building the brand ; Marketing the brand ; Elaboration : Retail brand archetypes Designing the formula : The design process ; A continuous process ; Elaboration : In-store communication The customer journey : The process of retail choice ; The Retail Choice Diagram© from the customer's perspective ; The Retail Choice Diagram© from the retailer's perspective ; Elaboration : Shopping behaviour Retail complexity : 360° retailing ; Global versus local ; Activating the brand ; Consistency and coherence A final word |