Future Of Retail: Explore Shops Through Google Maps – PSFK.

McDonald’s remake: Consultant suggests McDonald’s wants to be more like Starbucks – baltimoresun.com.

Did you know that 22% of adults have trouble reading?  How many of them are your customers? If the majority of your customers are seniors, are your in-store graphics designed to consider their aging eyes?  Do your aisles accommodate mobility devices?  Does your competitor?

Data is key.  Good shopper data drives good strategy which drives creativity which drives traffic that drives sales.  The explosion of information gathering and the easy availability of that information has raised the bar in how retailers are adapting to meet the needs of their customers.  As a result it has also raised the expectations of the shopper.  They know that you should know what they want.  Do you?

Brandweek reports that Caribou is undertaking a major overhaul of the brand to expand its appeal.  The company has locations in over 15 states and leadership feels that the Midwestern-y, lodge image associated with their coffee is keeping consumers in some regions from connecting with the brand. With the help of Alfredo Martel, a former Yum Brands exec, some old Starbucks people and a new ad agency, Tattersfield is leading the way to a new identity for Caribou.

Tattersfield is making some pretty significant changes to the look of the logo that will hopefully carry through to the store.  What set Starbucks apart and drove their unbelievable retail sales and expansion, had less to do with the goddess logo and everything to do with their retail environment.  They introduced Americans to the coffee shop as a hang out and made each store a place where you want to spend time, meet friends and enjoy several cups of expensive joe.  In order for Caribou to drive their retail sales, they’ll have to dig deep on the rebranding of their retail environment.  It must resonate in a unique way to get the new brand message across. The look and feel of the brand is important, but the store brings it to life.

So much so that ABC Nightly News deemed their chain worthy of a full feature segment on how cleanliness and meticulous attention to their store environment has made the gas station convenience store a destination for loyal customers. The success they’ve had in the Texas market has been tremendous.  It’s a shining example of the power of the retail environment — literally.