The Shape Of The New Retail Revolution [PSFK NYC 2012]

The Shape Of The New Retail Revolution [PSFK NYC 2012]

Rachel Shechtman, the founder of STORY, shares her insights about how the idea of the store must become an interactive, immersive space.

Kat Popiel
  • 31 march 2012

At the PSFK CONFERENCE NYC 2012 today, our diverse lineup of speakers are sharing valuable insights and ideas about technology, business and creativity.

Rachel Shechtman is the founder of Cube Ventures, a retail and marketing consultancy. She brings her strategies to life through STORY, a new physical retail marketing experience that has the point of view of a magazine, changes like a gallery and sells things like a store.

At today’s event, Rachel posed the question: Why Shouldn’t Retail Be Media?

After 10 years ‘dating’ a variety of brands (including Bliss and Diane Von Faustenburg), Rachel created STORY, a physical retail space with a point of view similar to a magazine, but converted into an experience with the products changing every 4-6 weeks. Launched in BETA mode (much like online brands), STORY ensures that story telling is the centrifugal force of the retail experience.

Rachel explains her idea:

I think we are ready for new models in retail – both for brands and consumers. As a technology savvy culture, we get news and information every second (and in other formats like daily newspapers and monthly magazines), yet most stores refresh goods four times a year and renovate after years. I believe it is time for all forms of retail to explore a more fluid format to mirror the rapid exchange of information in other areas of our lives.

She brought forward two hypotheses that frame her thoughts about the future of retail:

Hypothesis #1 – Consumer-side

The future of consumption needs to be about content and community. ‘Service’ has to be the ‘must-have. Content is editorial from a magazine. Community is events-based.

Hypothesis #2 – Brand-side

Retail advertising can be used in empty spaces in interesting ways. Sponsors that are relevant to the conversations at STORY add value to the community in exchange for capital.

For more insights from Rachel, check out PSFK’s Need to Know Magazine

Story / @rachelshechtman


Dubai And The Future Of Humanitarian Design

Design & Architecture
Technology Today

Fragrance Will Release The Smell Of Data If Your Private Information Is Being Leaked

The device is designed to create a physical cue for the potential dangers lurking online

Retail Today

LYNK & CO Is A New Auto Brand That Promises Mobile Connectivity On Wheels

Online access and mobility sharing are driving the company to disrupt the auto industry


Get PSFK's Related Report: Future of Automotive

See All
Gaming & Play Today

Nintendo’s New Console Pushes For Portable Gaming

The Switch allows gamers to seamlessly play on the go by themselves or with friends

Entertainment Today

Speaker Displays Song Lyrics As Music Is Played

The device is able to generate the graphics on a translucent screen and retrieve the words from a connected database

AI Today

Travel Assistant Scans Your Emails To Make Planning Easier

This AI add-on will sync with your inbox and sends reminders to make sure you don't miss anything important

Millennials Today

FOMO Survival Kit Helps Millennials Cope With Social Anxieties

The satirical product is meant to be a playful diversion for people who feel like they are missing out


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed Yesterday

Wearable Tech Expert: Designing Technology To Empower Connection To Ourselves

Billie Whitehouse, Founder of Wearable Experiments, shares her new vision for the quantified self

PSFK Labs Today

PSFK Picks: Top 5 Performance-Enhancing Wearables

Our new report looks at innovations pioneering the future of performance through intelligent activewear and predictive analytics

Food Today

New York Restaurant Uses Tomato Sushi As Its Newest Meat Alternative

fresh&co is using sous vide Roma tomatoes to create a vegan option that has the texture and taste of tuna

Advertising Today

Red Bull Converts Sao Paulo Payphones Into Data-Driven Bus Schedules

The booths allow city residents to check local transit times through a simple toll-free phone call

Work Today

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Connor Young explains why supplements are the next food trend coming to the workplace

Retail Today

Why Experiential Events Could Replace Trade Shows

Marketers are seeking creative and impactful new ways to connect with influencers

Children Today

Modular Kit Teaches Kids How To Make Their Own Robots

MODI features magnetic modules and a platform for programming to encourage experimentation

Infants Today

Work Table Doubles As A Baby Seat

Designer Kunsik Choi created the furniture to facilitate emotional communication between between parents and their children

Technology Today

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide

Technology Today

Wearable Device And Lamp Recreate Beautiful Sunsets In Your Home

Sun Memories can record up to six hours of natural light and reproduce it via a connected light at a later date

No search results found.