IN THE NEWS | VISUAL MERCHANDISING
I spoke to 4 very different key players in the retail world at the start of 2021, and asked them their take on the future of retail. You can read their interesting insights here in an article I wrote for IWD I Wonder and Dream:
Speak directly to the heart of the consumer
Lee-Anne Carter, Global Brand Storyteller and Trend Forecaster at Creative Soul Agency gives similar advice to her clients. Lee-Anne believes smaller brands can integrate story and emotion into their experience throughout the value chain, without incurring huge costs.
She believes this is a vital step in the right direction and brands that want to survive need to set about creating desire again through engaging storytelling.“If you speak to the consumer’s mind you might get a transaction, if you speak to their heart you will get a relationship”, she says.
From Lee-Anne’s experience, and what she’s seen already play out with successful branding across the globe, she suggests 3 key areas to emphasise on when enhancing physical retail CX.
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