24 Jun Design Uncensored with David Kepron
Ready for another inspiring discussion on trend & design with Stacy’s weekly live series Design Uncensored? On the sixth episode, Stacy hosts an intriguing conversation with David Kepron, Founder of NXTLVL Experience Design and a retail design, merchandising and brand consultant, with 25 years of work as an architect, artist and educator. Known for his book, Retail (r)Evolution, he takes a multidisciplinary approach to understanding consumer behavior and the creation of relevant shopping experiences at the intersection of sociology, neuroscience and emerging digital technologies.
See 3 key takeaways from discussion below!
1. A New Retail Experience
As we slowly return to the stores, not only will consumers have to adjust the way they would typically shop, but retailers will have to make changes based on new requirements as a result of COVID-19. According to David, stores with branded experiences will have to “up their game” by making it clear that they are making changes geared toward creating a safe environment. For example, you don’t need 50 of the same units on the retail floor in order to sell it. Instead, there should only be a few of the same item and the customer can decide from there if they’d like to see it in their size and make the purchase or not. Employees should also begin to get trained on how to use facial expressions as a way of communication while wearing a mask and become “more aware” of customers’ emotions and body language to promote a sense of connectedness.
2. Storytelling Ecommerce
Although David doesn’t think brick and mortar will be going anywhere any time soon, online retailers are certainly upping their game. The most successful websites are ones that trigger brain responses that would typically happen in physical store by being easily navigable and full of imagery that grabs consumers’ attention. With all of these components working together, it creates a web design that tells a story enabling the consumer to really understand the core messaging and connect with the brand rather than with the product. Things like high quality photography, moving pictures and overall good visual content are things that will help with this storytelling to drive click throughs.
3. Hospitality Makeover
New health requirements may be one of the best things to happen to world of hospitality, according to David. Hotels will now need to have a major focus on health and cleanliness in order to pass new laws and standards. They are starting to think of ways to create “non-contact’ spaces which is something guests will have to adapt to as well. Not only are the hotels going to have to make adjustments, but the designers of these products, like Stacy Garcia for example, will have to communicate with manufacturers to make changes to the way these products are developed. Whether it’s using new materials, different machinery or thinking of completely new concepts, things are going to be different in hospitality for sure!
Learn More About David Kepron
As a retail design, merchandising and brand consultant, David Kepron draws on 25 years of work as an architect, artist and educator. His multidisciplinary approach to the design of shopping places focuses on understanding consumer behavior and the creation of relevant shopping experiences at the intersection of sociology, neuroscience and emerging digital technologies. From high-end fashion luxury brands to off-price mass merchants, David’s portfolio includes a diverse spectrum of retail clients: ILORI, Perry Ellis, Toys’R Us, Lacoste, Polo Jeans Company, Godiva Chocolatier, Levi’s, Calvin Klein, Nautica, Ralph Lauren, Lane Bryant, Capital One Bank, Darden Restaurants, Aramark, L’Occitane, and Kohl’s.
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