In Brief

In the lead-up to our PSFK 2017 conference, we look back at key speakers from past years. CMO Laith Murad speaks on bringing the human connection back to retail

Leading up to our PSFK 2017 conference on May 19, we are looking back at some of the key speakers from years past. Get your tickets today!

Anyone who has every tackled a home improvement project knows it can be a daunting experience. At the PSFK 2016 conference in New York, Pirch CMO Laith Murad sought to give home owners a more pleasant alternative. The appliance industry, he says is “plagued with indifference, dissatisfaction and lack of human satisfaction.” Instead of following the typical industry model of cold aisles of non-working models in a showroom, Pirch injected an experiential component into the shopping process and showcased each item as shoppers might see them in a real home. As the company expands across the us, they are disrupting the appliance industry with their unique approach to retail and marketing. Murad sees his company’s mission as simple:

Make Retail Fun Again

“We’re going to hit the depth of emotion of a customer and that’s not measurable by your traditional analysis,” Murad explained. Although impossible to measure, it is something that has to be pursued. Murad wants to make people curious about the brand and he gives a number of examples of how it has been done in the past. One includes an example of how Apple had a game-changing campaign centering around the words ‘Think Different.’ The company brought in influential, intelligent people and made them the forefront of the campaign. Its aim was to show that Apple was the place that created tools for this unique group of people and intrigued consumers.

Companies have the responsibility to make people curious about their brand. For Pirch, this means letting consumers delve deep into the complete experience of utilizing its appliances. If you believe in your brand, then all you have to do is get people to try it and the rest will follow.

Pirch recently opened their flagship location in New York’s SoHo neighborhood. With sales per square foot exceeding $2,500 in other locations, Pirch has demonstrated the value of interactive experiences within retail.

Pirch

 

Leading up to our PSFK 2017 conference on May 19, we are looking back at some of the key speakers from years past. Get your tickets today!

Anyone who has every tackled a home improvement project knows it can be a daunting experience. At the PSFK 2016 conference in New York, Pirch CMO Laith Murad sought to give home owners a more pleasant alternative. The appliance industry, he says is “plagued with indifference, dissatisfaction and lack of human satisfaction.” Instead of following the typical industry model of cold aisles of non-working models in a showroom, Pirch injected an experiential component into the shopping process and showcased each item as shoppers might see them in a real home. As the company expands across the us, they are disrupting the appliance industry with their unique approach to retail and marketing. Murad sees his company’s mission as simple: