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Inside The Dandy Lab Edit

Written by Clara Maguire

 

The Dandy Lab is a co-retail lab where we gather brands, technologists, entrepreneurs, researchers and makers. We work at the intersection of emerging retail technologies and future retail formats.

So far we’ve run 5 concept stores across London and are currently popping up on London’s first smart street located at Bird Street W1B 1BU.


“We believe that physical retailing is becoming a powerful advertising platform for product brands where real tactile experiences are more memorable.”

We are a bit different from most retailers – we focus on:

> building a community of brands: we’ve worked with hundreds of amazing brands. They’ve taught us that they want real world retail at the same price and ease as setting up an online shop. We’ve launched ShopShare, brands rent a rail or a shelf by the month. This year we will be ramping up our brand offer and launching a membership model – keep an eye out for updates.

> retail placemaking: every concept store is different and designed to offer something relevant to the local retail experience. By building a brand community first – we can curate each store to a unique brief. In September we’ll be launching a new retail placemaking service – ping us at hello@thedandylab.com if you’d like to know more.

> retail tech: for us technology is redefining retail – our focus is on 3 things:
engaging customer experiences where tech reduces friction, tells stories and is fun and easy to use.
making it easy for brands to join the community and for us to support and promote them.
engaging with our customers in a similar way to our brands – a community that we engage with even when we aren’t popping up.

We’ve called our Bird Street pop up the Edit. We’re showcasing our favourite fashion and lifestyle products transforming the retail space into a ‘physical magazine’. We’ve got a Selfie Mirror which will put your picture on the Edit’s magazine cover.

We believe that physical retailing is becoming a powerful advertising platform for product brands where real tactile experiences are more memorable, and create an emotional connection between the customer and the brand. Therefore, we are designing the shop to act as a physical advertising channel – a magazine full of engaging and fun experiences. Smart operational technologies help the brands to easily pop up in-store for a flexible amount of time, engage with customers, tell their stories, increase brand recognition, and get insights on their product performance.

Reinforcing our community values, customers are able to shop and meet the creators of the exclusive in-store products. We’ve got vintage inspired jewellery by Katie Mullally, luxurious yak wool accessories by Khunu, and innovative custom molded insoles by Podo. We show all the stories behind the brands, just like stories in a magazine.

Our launch Brands are: Charlie Howe Design, House Thirteen, Katie Mullally, Khunu, Monc, Monu, Podo, Sloane Stationery, Thomas Clipper, Sasha Tugolukova, Smith & Sinclair, Tom Smarte, The Travel Org, Wild Planet


“The collaboration between Podo and The Dandy Lab gives us the opportunity to connect, interact and inspire our customers, and build sustainable relationships through data gathered using the digital tech inside the pod.”
Christophe Champs, Founder, Podo

At the Edit we’re focusing on four main retail tech categories:
1. Experiential and fun technologies – we created a shop to act as a magazine, where customers explore the brands and are invited to be a part of the magazine by becoming the face of the magazine cover through the In-store selfie mirror by ClickSys. Customers can then share the picture on social media to get in-store discounts.
2. Smart and easy payments – we are working with MishiPay to provide a quick and easy payment solution. Customers can scan, pay and go without ever having to visit the till point..
3. Analytics and intelligence – in order to understand the customers’ demographics, likes and interests, we have partnered with Locomizer to help us better understand our visitors and improve the in-store product selection and offering.
4. Feedback technologies – to collate customer feedback we have partnered with Ksubaka and gamified a customer survey.

If you’re a customer, brand, landlord or tech business please do stop by and say hello – we’d love to discuss The Edit with you and get your feedback. We are open everyday between 11am and 7pm at Bird Street, W1U 1BU

Bird Street

The Dandy Lab Edit Launches on Bird Street

Bird Street

The Dandy Lab launches its newest pop-up retail experience on Bird Street, nestled in the heart of the West End, on Thursday 29 June. Bird Street is a global first, and a place where retail, fashion and lifestyle meet technology and innovation – the ultimate oasis for shoppers seeking out cutting-edge brands.

The Dandy Lab Edit showcases the team’s favourite fashion and lifestyle products in carefully curated displays, transforming the retail space into a ‘physical magazine’. Innovation and technology are central to The Dandy Lab’s concept, when you walk into the Pod, you walk into a place of inspiration and play: the shopping experience is enhanced by interactive retail technologies, such as a mobile payment app by MishiPay and a Selfie Mirror by ClickSys, which will put your picture on the Edit’s magazine front cover.


“Bird Street pushes the boundaries of the retail journey and The Dandy Lab exemplify this. They showcase the future of shopping by using pioneering technology and work with us to continue to offer visitors to the West End a world class experience’. – Jace Tyrrell, CEO, New West End Company”

Customers are able to shop and meet the creators of the exclusive in-store products, and further engage with the brands through in-store social sharing tools. Featured products include vintage inspired jewellery by Katie Mullally, luxurious yak wool accessories by Khunu, and elegant Connect Serving Boards crafted from marble and wood by the Baker Street Boys. The stories behind the brands, just like stories in a magazine, become part of the experience, enabling the consumers to make more educated shopping decisions.

The products and technologies showcased at the Pod will change every few weeks to bring in new content and draw in new crowds. The Pod is designed by independent creative agency Pollitt & Partners, which the collaboration is an exciting opportunity to explore the future of retail, rooted in innovative brand experiences. The location of the Pod could not be savvier: Bird Street – London’s first ‘smart street’ that promotes sustainable retail concepts — is the perfect home for the latest The Dandy Lab adventure.


“We’re excited to be opening our next concept on Bird Street. The Smart Street agenda fits perfectly with our retail and technology innovation values, and the synergies between the two made this the perfect opportunity for us to pop up again.’ – Peter Jeun Ho Tsang, Co-Founder, The Dandy Lab”

Brands: Baker Street Boys, Central Saint Martins, Charlie Howe Design, House Thirteen, Katie Mullally, Khunu, Monc, Monu, Podo, Sloane Stationery, Thomas Clipper, Sasha Tugolukova, Shashi, Smith & Sinclair, Tom Smarte, Wild Planet

Location: Bird Street, London, W1U 1BU

Opening Times: Mon – Sun 11am – 7pm

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The Shifting Ground of Retail Real Estate Valuations

Written by Clara Maguire

Lately landlords are growing ever reluctant to do turnover deals. From their point of view omnichannel retail means the store is generating sales not accounted for at the till. We can track the basics like in-store mobile payments, click and collect, and in-store returns (which are a definite loss to the landlord on a turnover lease). But there’s a massive distance to travel before we understand the value of retail square footage in an omnichannel world.

Imagine for a moment store leasing models that worked like google adwords. You can pay for:

  • CPA (Cost Per Acquisition) which in a real world format relates to an in-store purchase (mobile included).
  • CPC (Cost Per Click) the proxy measurement could be a social media follow, like or share created in store, or a product added to a wishlist and later fulfilled.
  • CPM (Cost Per Impression) i.e. the size / frequency of the advert. In retail terms, our old favourite, square footage and duration.

Or imagine what we can dream up when we combine different data points – sensors to measure interaction with products, social graphs to measure interaction with brands, unique visitors, dwell / footfall, increase in social media followers. Exciting right? That’s before we’ve even started thinking about the dynamics of place, proximity of online orders to stores, the evolution of distribution logistics and spatial requirements in the city, the future of making.


“There’s a new value ecosystem being created and that means that all value points are in flux.”

Retail is going through a radical reorganisation. There’s a new value ecosystem being created and that means that all value points are in flux and leasing models are central to this. There’s a lot to think about and only a limited number of actors with the data to help support our initial assumptions. There are also some significant hurdles. Retailers are cautious about sharing data in case it results in increased property costs. Landlords can’t always get the retailer data they need (though those doing turnover deals are best placed to make a start). Other less obvious offline data partners like advertising, events, PR agencies are often overlooked.

In addition the infrastructure, software and analytical capabilities may not be in-house yet, that goes for all parties. There are data privacy concerns that will govern the design of such systems. Attempting to mimic real world leasing structures on dynamic online models is difficult to fathom given the different levels of capital exposure. Our asset model simply isn’t free enough to experiment – it’s over-leveraged and props up important parts of the economy like our pension funds.


“If our response is to fall back into traditional lease formats – we will sound the death knell for innovation.”

All that said, if we don’t take it on, if our response is to fall back into traditional lease formats – we will sound the death knell for innovation. Turnover leases are fundamentally important to shared risk, the notion of shared risk was developed by Joseph Stiglitz and he got the Nobel Peace Prize. So our challenge today is how to design dynamic leasing models, ones that maximise the opportunity for innovation, that support new ideas and give them equitable access to our cities to create jobs and places that matter. It will require us to think differently about value and we may find the results as challenging as the process. At The Dandy Lab we are planning on giving it a go – we’ll get further with great partners. If you’re interested in getting involved please drop me a line, I’d love to hear from you.


About Clara

Clara is Head of Growth at The Dandy Lab. Her experience spans urban development, entrepreneurial ecosystems, future institutions, and tech start-ups. She has previously been COO of We Are Pop Up a venture backed tech startup, Co-founder of Architecture 00:/ an urban design practice, and has run entrepreneurship programmes on behalf of Richard Branson. She has been published several times by leading think tanks on subjects related to Future Cities.

CONTACT CLARA
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The Dandy Lab Goes To Moscow

Written by Peter Jeun Ho Tsang

The Dandy Lab is going international for the first time with our insights from the Spitalfields co-retail lab. I am excited to be presenting the findings for the first time in Moscow alongside other retailers such as Ikea. I look forward to meeting to some fellow Russian innovators.

RETEXPO 2016 will be held in the World Trade Center in Moscow.

The event will feature more than 150 solutions for businesses and will premiere innovations in the Russian market. The exhibitors will demonstrate the latest developments both on the stands and on the total open area. The program RETEXPO 2016 also includes a series of specialized conferences for professionals dedicated to the finer points of implementation and application of technology in the retail sector: IT, marketing, logistics, equipment shops, omni-channel, security and more.

23 – 25 November 2016
World Trade Centre in Moscow
http://www.retexpo.ru/


About Peter

Peter is Co-Founder & Creative Director of The Dandy Lab and has a background in fashion product development and retailing. He holds an MA in Digital Fashion from London College of Fashion, where he is also an Associate Lecturer. He is currently developing academic research looking at ‘the future of retail’, consumer behaviour in smart retail environments and innovation within fashion retail ecosystems.

CONTACT PETER
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How To Design The Perfect Interactive Retail Experience

Written by Peter Jeun Ho Tsang

aaeaaqaaaaaaaak2aaaajdcxy2m0mzq1ltqxn2ytngu3ny05nwzhlwninjywn2e0owzlnwFashion retailers are using digital technologies to create new shopping experiences. “Retail theatre” – creating exciting experiences in physical stores – has become a standard expectation for shoppers. These customers are integrating information and behaviours from a variety of new tools such as cognitive services as well as Snapchat, WhatsApp and Boomerang into their shopping experience.

I presented alongside  IBM’s Innovation team, Fluid and Design Week on designing the perfect retail experience in an exclusive online webinar. Hosted by Tom Banks, editor of Design Week, we discussed some of the findings from our Spitalfields store and also the key themes that myself and The Dandy Lab team will be taking into the next version of the co-retail lab.

The 21st century retailer cannot just be a merchandiser; they must be an orchestrator for each shopper, by helping to design the right experience at the right time and in the right place. This encourages customers to not just purchase but to return and keep purchasing.

In this Design Week webinar – in partnership with IBM – we looked at how we can:

  1. Harvest the right data at the right time in order to serve these continually connected shoppers.
  2. Design a contextually appropriate shopping environment which continually accompanies the customer.
  3. Understand not just the customer profile, but the triggers for their behaviour in real time.
  4. Anticipate and serve these needs with each customer interaction.

Follow this link to listen to the recorded session: How to Design the Perfect Interactive Retail Experience

Presented by: Tom Banks (Design Week), Mary Wallace (Senior Managing Consultant – IBM), Kent Deverall (Fluid) and Peter Jeun Ho Tsang (The Dandy Lab)


About Peter

Peter is Co-Founder & Creative Director of The Dandy Lab and has a background in fashion product development and retailing. He holds an MA in Digital Fashion from London College of Fashion, where he is also an Associate Lecturer. He is currently developing academic research looking at ‘the future of retail’, consumer behaviour in smart retail environments and innovation within fashion retail ecosystems.

CONTACT PETER