Retail (r)EVOLUTION book review

Retail Revolution – Why right-brained stores are the future

Author: David Kepron

Publisher: ST Media Group International Inc

Reviewer: Dom Robertson, MD at RPM

As the MD of an agency that specialises in creating experiences that change the way people shop, I’m always keen to read alternative perspectives on retail experience design.

It can be a struggle to keep up with the emerging technologies and changing shopper behaviour  yet Kepron in his latest offering has managed without removing the science and strategy to simply convey the key to remaining relevant in a retail environment and write a book that should a appeal to brand guardian, retail giants and independent retailers alike.

Focusing on understanding consumer behaviour and the creation of relevant shopping experiences at the interaction of architecture, sociology, neuroscience, and emerging digital technologies, Kerpon’s approach to the creation of retail experiences based on his experience and education is not revolutionary; but it is confident, reassuring and clear. 

Easy to read, and conversational in style, he strips out all of the jargon, uses the past to set context and understand the present and future, whilst underpinning with the neuroscience behind the path to purchase and shopper behaviour.

The author takes the reader through the ways consumers traditionally responded to retail environments and how technological and social developments are changing everything – not just in store but our mind-sets, decision-making processes, and most interestingly, the effects of the socially connected and empowered  shopper on brands, retail design and the shopper journey.  

This book is a great guide as to how to enchant shoppers and ensure a positive retail experience. It’s a good introduction to demystifying the journey needed to take to ensure retail success for those that are new to the game.  An informative, reassuring, focusing and thought provoking, light read for anyone involved in the retail experience.

Kerpon’s book in a nutshell brings to life his statement that ‘Customer experience is not so much about what we carry home in our shopping bags as it is about what we carry home in our hearts and minds’ ensuring that the reader finishes his book with a clear understanding of how and why creating the optimum retail experience is key to long term brand/retail success.

Star Rating: 3/5

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