Will AI and big data live up to the hype? Will they become another fad? In this white paper we explore the usefulness of these new technologies for marketing and retail, and discuss how they must feed a fundamental human need for emotional connection. Using Hotspex, a research firm that taps into the core feelings […]
What Is Your Retail Brand’s Emotional Equity? Read More »
Comfort can have different meanings. It can mean physically comfortable, with soft seating and moderate temperature. Or, a person can be mentally comfortable, where a space is calm, safe, and welcoming. In a retail context, store design can play a large role in making customers feel more at ease. Have you ever walked into a
Designing More Comfortable Retail Spaces Read More »
On Thursday, September 20, Shikatani Lacroix hosted a book launch in celebration of the release of Jean-Pierre Lacroix’s newest book, Desire by Design: What Data-Driven Marketers Should Know About Driving Desire for their Brands. Taking place at The Broadview Hotel in Toronto, the event consisted of a keynote presentation, panel discussion, and book signing. Jean-Pierre’s
Shikatani Lacroix Celebrates Release of Desire by Design Read More »
Conventional thinking has brands constantly scrambling to give customers what they want. But what if wanting is no longer enough? A customer may want a great mobile phone, for example, but a huge majority will choose the now iconic iPhone, regardless of what other phones are available. This is not simply about wanting. It’s about
Is your brand ethical? Does it have a cause or purpose that its people truly believe in and are committed to? Or are its initiatives primarily marketing techniques? In recent years, many brands have had to assess their ethics and impacts on society as customers demand more transparency, and become increasingly concerned about environmental, political,
Creating an Ethical Branding Strategy that Matters to Consumers Read More »
Who doesn’t love a great bad guy? As brands embrace storytelling, it’s important to define the villain who is vanquished by the product or service you provide. In this white paper we explore how brands are using the idea of the villain and some key tips on how to leverage this character for your brand.
Four Strategies for Creating a Compelling Brand Story Villain Read More »
So, you are ready to introduce a new design for your brand. It looks modern and appealing, and you think it will create a strong impact. But how can you be sure that your customers feel the same way and that this design resonates with them? Reflecting on how you, or your agency, developed and
Which Type of Design Research Should You Use? Read More »
Between September 26-27, 2018, PAC Packaging Consortium will be hosting a two day event in Montreal, Quebec. Titled PAC to the Future II: Retail Reinvented, the event will feature international speakers, interactive workshops and business networking functions. One of the speakers will be Shikatani Lacroix’s president, Jean-Pierre Lacroix, who will be presenting on the subject
PAC to the Future II: Retail Reinvented Read More »
The importance of brand authenticity came to the forefront more than ten years ago when demographers started to raise awareness of the buying power of Millennials. With the failure of banks in 2008, and many corporate scandals making the headlines, it’s not surprising Millennials were looking for brands that were authentic and approachable. The Mirriam-Webster
Five Important Factors in Achieving Brand Authenticity Read More »
Retailers and food operators are finding it harder to find new locations with strong growth potential, as much of the population growth is happening in congested urban centers, and the majority of great locations are already occupied. This phenomenon is not limited to North America, as many countries have too many stores, and are seeing
Renovate or Relocate? Six Things to Consider Read More »
Retail is taking a turn down a curious alley. Many brands are opening retail concept stores that defy all logic by having nothing for sale. From pop-up shops, to “guide-shops,” to showrooms where customers can play with the latest products in a branded environment, retailers are suddenly feeling oddly comfortable pushing less sales and more
Why Experience Stores are on the Rise Read More »
Does the design of your store or restaurant reflect your brand’s personality? Or is it out of sync with the message that you want to convey? Retail design is a physical representation of a brand that shapes customer experiences. Lighting, color, materials, fixtures, layout, commercial retail graphics, and digital signage all influence perceptions and express
Using Retail Design to Bring Your Brand to Life Read More »
Ah, Millennials: the fabled generation that every company is attempting to reach. Expected to surpass baby boomers in size by 2019, Millennials (also known as Generation Y, Me and Peter Pan, to name a few) are reaching their prime spending years. The impact that they will have on the economy has marketers frothing at the
Best Practices to Attract Millennials to Your Brand Read More »
The subscription trend began online with platforms like Netflix and Spotify, companies that provided access to information over the internet. As delivery costs drop and customers become more comfortable with e-commerce, e-retailers have begun successfully using subscriptions to sell everything from shaving supplies to groceries. Clever bricks-and-mortar retailers are getting in on the action by
Will Subscriptions Work for Traditional Retailers? Read More »
The importance of customer personas is becoming increasingly recognized as personalization becomes more possible, and specificity wins sales. But how exactly do you develop customer personas, and how detailed should they be? In this whitepaper we describe the process of developing personas and explain how to communicate them to your team. Fill out the form
Is Your Business Targeting the Right Personas? Read More »
In my book, Desire by Design, I cover in great length the power of fans in driving desire for brands. What I have learned over the many years of helping brands remain relevant is the fact that for any brand, whether it’s toothpaste or a new high-end car, having brand ambassadors promoting your product is
How to Convert Customers into Brand Ambassadors Read More »
With over 35 years of experience in the design and branding industry, Shikatani Lacroix’s president, Jean-Pierre Lacroix, has gained invaluable expertise across a wide range of disciplines. Jean-Pierre has compiled some of these insights into a new book, Desire by Design: What Data-Driven Marketers Should Know About Driving Desire for their Brands, which is now
Desire by Design Available for Pre-Order Read More »
In anticipation of his forthcoming book, Desire by Design: What Data-Driven Marketers Should Know About Driving Desire for their Brands, Jean-Pierre Lacroix recently hosted a webinar in partnership with the Registered Graphic Designers of Canada (RGD). The webinar was exclusive to RGD members, but is now available for anyone who is interested in watching. In the
Watch Jean-Pierre Lacroix’s RGD Webinar Read More »
Standing out on shelf is one of the key factors that will determine the success of a package design. However, with so many products competing for the consumer’s attention, it’s becoming harder to stand out. Whether designing for a well-known product that already has cachet, or introducing an entirely new offering, it’s critical that a
Learning from Trends in Disruptive Packaging Design Read More »
Every industry, from trucking to healthcare, is being disrupted by non-traditional competitors, or by direct competitors that have reinvented their business model. To ensure relevancy, it is critical to create effective strategies and to understand the driving factors fuelling this disruption. Disruption happens in two different varieties, each driven by specific dynamics in the marketplace.
Emerging Industry Disruption Trends and New Business Models Read More »
