News and Views
Consumers want the latest in brand technology, a personalised experience, opportunities to interact and all in a simple, streamlined process.
A technology World
Campbell Rigg recently remarked on the company’s development of the Currys PC World brand identity: “We are witnessing the most complex brand landscape ever in the retail marketplace. Consumers now demand the latest in technology, a personalized experience, and seamless opportunities to interact with brands—all in a streamlined process. To remain competitive, brands must be agile, adapting quickly to shifting consumer demands, while navigating key inflection points in the retail environment. This is where brand engineers and design consultants can offer vital support. When we created the Currys PC World brand identity, we successfully merged two brands into a cohesive image.”
The fusion of brands and services reflects a growing trend in which consumers play a more active role in shaping how businesses engage with the market. Today’s brand managers must adopt a more flexible approach, allowing for input from both internal stakeholders and external audiences. This shift is fueled by the increasing importance of martech (marketing technology), which drives product activation programs by delivering real-time consumer insights.
Retailers, particularly in the technology sector, need to create environments that resonate with their customers. The world’s leading brands and savvy small businesses are finding new ways to connect with consumers by curating personalized online and in-store experiences. Technology store design trends focus on creating interactive spaces that engage customers with touchpoints like product demos, augmented reality (AR) displays, and streamlined digital interfaces. Stores are no longer just places to purchase; they are immersive environments where customers can interact with products and the brand itself.
Apple exemplifies this approach by fostering a community of dedicated fans rather than catering to casual buyers. This approach reinforces the connection between brand loyalty, consumer love, and profitability. Apple's retail stores feature minimalistic, tech-focused designs that invite exploration, from interactive product displays to hands-on experience areas, where customers can test devices in a relaxed, open environment.
To remain relevant in this changing landscape, brand engineers must rethink outdated strategies and develop innovative brand identities that engage consumers across various touchpoints, including digital and social platforms. Today’s retail environments are shaped by diverse groups—consumers, employees, partners, agencies, and even third-party influencers. These groups are not passive spectators but active participants in shaping the brand’s narrative.
Our internal process of design renewal allows us to continuously benchmark and publish insights on best-in-class branding and retail store design trends across the globe. Please take a moment to explore the "projects - electronics" section of our website to view our work, as well as other related news items.
Why not reach out to discuss your brand strategy, store design renewal program, or digital and social media requirements?
