Elevating Retail with Flagship Thinking

Insights from WD's Jay Highland

 Jay Highland

Estimated Read Time: 4 minutes
Estimated Watch Time: 11 minutes

Retailers are continually seeking innovative ways to create memorable and impactful experiences for their customers. An approach that we recommend to our clients is “flagship thinking.” To explore this concept further, we sat down with Jay Highland, EVP of Creative at WD Partners, to discuss the nuances and strategies behind flagship thinking and its impact on retail success.

Defining Flagship Thinking

At its core, flagship thinking is about creating a physical retail space that is not just a store, but an immersive experience. It goes beyond traditional retail strategies of simply selling products and focuses on creating an environment that engages and captivates customers. As Highland puts it, “Flagship thinking is about taking your brand to the next level. It’s about creating an emotional connection with your customers and making them feel like they’re part of something special.”

Flagship thinking involves creating the best possible representation of a brand in physical retail spaces. It’s about designing stores that not only showcase the brand’s essence but also provide an unforgettable customer experience. Jay Highland, with his extensive experience at WD Partners, is a leading voice in this movement. His insights help retailers understand how to implement flagship thinking across their entire store fleet, ensuring a consistent and captivating brand experience.

Does Every Store Have to Be a Flagship Store?

One of the first questions we posed to Jay was whether every store needs to be a flagship store. According to Jay, while not every store can be a flagship, the principles of flagship thinking should be applied to all stores in a retailer’s fleet. This means maintaining a consistent brand essence and purpose across different formats, even if the investment levels vary. The key is to ensure that every store, regardless of its size or location, offers a unique and compelling customer experience.

Factors to consider when deciding the investment level for each store include the store’s purpose, the target audience, and the specific needs of the local market. By strategically allocating resources, retailers can create impactful experiences that resonate with their customers.

Attributes of a Successful Brand in Scaling Prototypes

Scaling a prototype successfully requires certain attributes that set a brand up for success. Jay highlighted three key attributes:

1. Purpose: Understanding the purpose of the retail experience and how it engages customers is crucial. A clear purpose helps guide the design and execution of the store, ensuring it aligns with the brand’s values and goals.
2. Communication: Open, thoughtful, and respectful communication among all stakeholders is essential. This ensures that everyone involved in the project is aligned and working towards the same objectives.
3. Collaboration: Successful scaling requires collaboration and respect for differences among parties. By working together harmoniously, teams can overcome challenges and achieve their goals.

Brands That Have Successfully Scaled Innovative Concepts

We asked Jay to name a couple of brands that have successfully scaled innovative and immersive concepts across their fleet. He pointed to Starbucks and Delta Airlines as prime examples.

Starbucks has designed its stores based on guest needs, offering various formats that provide a consistent brand experience across different geographies. They have also addressed operational challenges with new technology, ensuring a seamless customer experience.

Delta Airlines prioritizes a consistent experience across all touchpoints, from booking to boarding. By focusing on traveler needs and personal service, Delta has successfully scaled its innovative concepts to enhance the customer journey.

Breaking Down the What, Why, Who, and How of Scaling Prototypes

When it comes to scaling prototypes, Jay emphasized the importance of breaking down four key elements:

1. The What: Define the store’s purpose. Is it focused on selling products, raising brand awareness, or engaging customers? Understanding the store’s role helps guide its design and execution.
2. The Why: Clarify the reasons behind the store’s existence. What value does it bring to the brand and the customers? This helps ensure that the store’s design aligns with the brand’s overall strategy.
3. The Who: Identify the target audience. Who are the loyal customers, newcomers, and competitors’ customers that the store aims to attract? Understanding the audience helps tailor the store’s design and offerings.
4. The How: Be purposeful and thoughtful from the beginning. Design flexibility into the store to adapt to changing needs and document strategies for consistent execution.

Future-Proofing Prototypes for Changing Consumer Preferences

Adapting to changing consumer preferences and trends is essential in the retail industry. At WD Partners, we approach future-proofing prototypes by listening to clients and understanding their problems and needs. By acting as consultants and problem solvers, we build long-term relationships and design solutions that remain relevant and appealing over time.

Flagship thinking is more than just a design strategy—it’s about creating meaningful and memorable experiences that resonate with customers. By applying the principles of flagship thinking across their store fleet, retailers can ensure a consistent and captivating brand experience.

To learn more about flagship thinking and its impact on retail, watch the full presentation by Jay Highland and download the complete POV. Get inspired and start elevating your retail strategy today!