Browsing by Author "Sepoetro, Tosca Devi"
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- The Future of Services in adidas RetailPublication . Sepoetro, Tosca Devi; Oliveira, Fernando Jorge Matias Sanches; Ribeiro, Liliana SimõesThe enhancements in digital technologies entail a shift in consumer behavior and expectations towards brands and retailers. Especially consumers belonging to Generation Z are enabled through digital means to self-control their consumer journey. While this benefits e-commerce channels, “brick-and-mortar” stores need to redefine their role to serve consumers with more meaningful value propositions that go beyond the purchase of tangible products. The reopening of the adidas brand flagship store in London in October 2019 gives cause for the design of a new service concept with the objective to harness the strengths of physical retail and to increase relevance for Gen Z consumers. An experiential service that empowers consumers during their journey towards self-actualization differentiates from the offerings of convenience-driven e-commerce channels and allows consumers to invest into their personal growth and to contribute to a higher purpose. In a participatory approach and in collaboration with internal and external stakeholders, the researcher designs an innovative service experience entitled Creator Hub that aims to empower adidas’ Creator consumers in their transformation journey through creative upskilling. The Creator Hub serves as a platform for collective and co-creative experiences and ties in the local cultural context and a more sustainable vision of consumption. The researcher and stakeholders create three services of different co-creation levels and creative complexity and visualize the involved people, processes and evidences in service blueprints. The Creator Hub is an example for a retail space where value is created not through physical consumption but through a service that has a broader impact on people’s lives.