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Lee Peterson

EVP Brand, Strategy & Design
WD Partners

Love it! Uniqlo did this at the entrance of Central Park about 3 years ago as an intro into the American market (only one level, though) and it certainly worked. As a retailer, what's not to like? Flexible, portable, cost effective and cool looking: it's what you would brief...

Buy Online Pickup In Store, BOPIS, was a #1 in our studies as well. Home delivery, not so much. In any case, it is interesting to see how differently tech people think about improving store experience vs designers or creatives. So much talk about gadgetry can come down to...

It's not misleading, it's a great idea! All brands have baggage, and some of that baggage is not good to certain segments. So why not go after those segments in a different way? Why just ignore them or accept poor results? It's brilliant actually.

Hello McDonald's? Starbucks just gave you...

Boy, I don't know, the first thing I did with the Restoration Hardware encyclopedia they sent out was recycle it. Is this an indication of how old the J.C. Penney customers are? Not getting it and I'm a Boomer.

...

Just saw an interview with Les Wexner, who said he was "not worried" about online commerce infringing on his business. He pointed out that customers expect an "emotional experience," like the smell of fragrance, more than just purchasing a commodity, especially from stores. I agree with that and believe...

It's just like us Americans to think that whatever it is we're doing, anyone anywhere else will love it just as much as we do. Not true (think Best Buy China, Walmart Germany and dozens more). That thinking has been prevalent since WWII. Maybe, when the Millennials start to...

The store experience needs to be re-invented in order to survive. At the rate we're going now, you could close half your stores—no matter who you are—by 2020 and actually increase your business.

Let's hope most retailers get this in the same way that Starbucks does with their 'Roaster' stores—fantastic...

Schultz would be my pick, he hired Brotman. Starbucks is one of the very few companies with scale that absolutely gets where the customer is going. Bonobos? Warby? A lot of people can be disruptive when you're small, but to do things like the new "Roaster" stores, the "localized...

Target's got it, IMO. Best creative, best way to show product, most fun/eye catching, also, lowest in terms of overall "cheese" factor, which is big. Their stores are catching up to the overall umph of these great ads too, so I vote red.

I do have to say though, that...

FWIW, I started a retail career a long time ago as a part timer on a small commission. It was enough to incentivize me into learning how to talk to customers and be able to provide great service, i.e. get them to come back. Seems like a little of...

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