Inputs from Mr. Wasim Khan, Director, Lemon Design Pvt Ltd

It was a pleasure to participate in the IRF2010 and congratulations to you guys for organising such a wonderful event that works as a catalyst in taking the retail industry to the next level on all platforms and for all stakeholders. There was a wonderful mix of people from all industries and places which gave everyone a wonderful opportunity to discuss and understand each other and see the overall picture of the industry. A wonderful platform to network and find like minded people and share thoughts & experiences. Since it was an event which didn't focus on only one aspect of the industry, the learning was immense.

Hope to see more of similar initiatives soon ... best of luck !

Just a few thoughts that i've quickly put down ...

Our session on Design for Retail was well thought of considering the theme of the event was GET THE POWER. The Retail industry on the whole is a relatively lukewarm advocate of design’s role, though they use it as much as businesses overall. Half of businesses in this sector apply design to externally facing functions, such as communications and branding, and marketing and some don't even employ design at any level. Our objective through the panel discussion was to communicate the power that design, at all levels, can give the retailer a competitive edge and resolve what the brand or business stands for on a long term basis. The panel consisted of a diverse mix of leaders from the retail design industry from across the globe who shared very valuable insights about the important role that design plays in creating everlasting consumer experiences that go beyond just products and services that a business has to offer. The indian retail industry is still in stages of development and these insights will help them mature and take them to newer paradigms. Design's role in this sector is not just cosmetic but more integral and strategic. Certain case-studies from diverse businesses were showcased by the designers to convey the process of design and its impact on the business. In stronger retail economies, design is given more credit to the economic performance of the business and agree that there is a link between design and profitability. Design should be considered as an investment and not as a cost and should not be the last thing on the retailers mind and it can completely transform your business through differentiation and optimisation. Design is based on consumer preferences and behaviors derived out of culture & context and can help businesses bridge the gap between them and the consumers. It can provide insights and gaps in the consumers mind that the brand can occupy. Design is very critical as it communicates your brand messages & promises and informs the consumers of your services and products in best possible environments. In the retail sector, design should be used to create unforgettable experiences which could be in form of the retail store, brand communications, interactive media or services. Also, design is more collaborative and iterative process hence the retailers should not engage designers as vendors or service providers but more as partners or collaborators.

This sector is fertile ground for designers. But would-be clients may take some persuading. Businesses could use a wider range of design services. For example, take-up of both digital and multimedia design, and product and industrial design, could be increased. There’s an opportunity to move forward as businesses will get convinced that design is becoming more important to competitiveness.

These are a few questions that I think need to be elaborated on in the near future for the collective growth of the industry -

What is the role of design in the retail sector?

How do businesses in this sector use design?

How do businesses in this sector compete?

How do businesses in this sector think their customers make buying decisions?

How design can help achieve business targets?