Green Room’s Retail Design Expo Speech

Green Room are delighted to have been asked to speak at the Retail Design Expo on 10th March 2016 alongside The North Face® on the subject of “Delivering Retail ROI through Analytic Appraisal”.
Green Room is working with The North Face® to roll out a new global retail proposition, the first iteration of which has just gone live on London’s Regent Street. Expectations are high, and the changes must deliver against stringent ROI.

In the speech at the Retail Design Expo, Thursday 10th March 2016, 12.50-13.20, Green Room will share how rigorous analysis and a continual iterative learning process can minimise risk and subjectivity in large retail change programs.
Mike Roberts, Chief Creative Officer at Green Room, commented, “We are very excited to have a platform at the Expo to share the findings of the test and learn design process that we have been working on alongside The North Face®.”

The North Face® challenged the status quo. The scale of investment in a global roll out of a new retail proposition demanded analytics be included in the creative process. The learnings from this have been vast; the Retail Design Expo session will share the findings of the test and learn process for retail design such as:

1. What does a test and learn process to help inform design look like?
2. How can analytic appraisal impact retail design?
3. Can iterative learning minimise risk and subjectivity?
4. Can you track impact and calculate ROI?

The speech will be given by Mike Robert’s, Chief Creative Officer at Green Room and Eli Petricka, Director, Retail Brand Experience at The North Face®. Their biographies are as follows:
Mike Robert’s Chief Creative Officer at Green Room
Chief Creative Officer at Green Room, Mike Roberts interrogates every client’s requirement to ensure every opportunity to develop a deep emotional connection between brand and consumer is maximised. Over the past 20 years, Mike has delivered creative cut-through for a huge variety of global brands including McLaren, Vodafone and VANS.
Eli Petricka, Director, Retail Brand Experience at The North Face®
Director of Brand Retail Experience at The North Face® Eli Petricka is based out of San Francisco. His mission is to bring to life The North Face® brand in retail environments across the globe by creating engaging customer experiences. Eli has a long history in retail design, with previous high-level positions at both Nike and Gap.

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