PSFK talks to a Partner at IDEO about helping companies reconsider the role that retail might play within their larger business.

PSFK is excited to welcome Dana Cho as a speaker at PSFK CONFERENCE SAN FRANCISCO. Dana is a Partner at IDEO, working in brand strategy, experience design, and service design, exploring the intersection of all those things. On November 1st, Dana will discuss helping brands rethink physical retail presences in new and strategic ways.

Can you tell us a little about IDEO’s work in retail?

We work across a lot of different industries. We do retail strategy for brands like Converse and Eileen Fisher where retail is a critical piece of the consumer experience. We also work on retail projects for companies that may not have traditionally considered retail or are approaching it from scratch. For example, we’ve seen a lot of financial service companies and insurance companies that want to think about a retail presence in a new and strategic way. We often help them understand the role that retail might play within the company’s larger business. We ask them to consider what kind of relationship they want to create with customers via retail as a channel, and start from there.

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