Chris Ohlinger was on a quest to find innovative retail. For 10 months, he and his son, Mack, trotted the globe, discovering exotic shops like Thailand’s Cabbages & Condoms. And despite a few minor setbacks (three pick-pocketing episodes in Spain), the founder and ceo of the Ft. Mitchell, Ky.-based Service Industry Research Systems Inc. (SIRS) discovered places that will inspire and challenge the sameness he says shoppers find all too often in the U.S.
Ohlinger’s sense of adventure and propensity for travel started early at the U.S. Military Academy, where he received a degree in engineering. During his career, he’s owned a restaurant, worked for an advertising agency in Sweden and established the consumer research department at Kroger, the company where he got his start in the research field.
In 1985, Ohlinger started SIRS to help companies wade through the consumer information overload. “A lot of retailers don’t see their stores the same way consumers see them,” he says. “Failing to identify and meet consumer expectations is very expensive. Research can help.”
Evidently, research around the world helps too – with design inspiration. Next month, Ohlinger will share his lively experiences at the International Retail Design Conference general session, “World Retail Tour — Off the Beaten Path.”
Around the world in 300 days. What were you seeking?
A unique experience, the fulfillment of a 12-year dream and the opportunity to be a part of seeing my son grow. This voyage gave him a chance to do and become something unique and spectacular.
Was there one particular retailer in the world that stopped you in your tracks?
Cabbages & Condoms – a store that sold condoms, “related paraphernalia” and other specialized merchandise from rural areas, for the purpose of stemming AIDS, which is an epidemic in Thailand. It represented the use of retailing as a social arm, but with a great sense of humor and success.
Name something that was always with you during your 10-month tour.
Unfortunately, my wallet, my passport or my sanity were not always with me. Fortunately, then, I’d have to say my sense of humor.
What are some foreign phrases an American needs around the world?
For an American, you should definitely learn how to say “I’m a Canadian” in several languages. Also, “Do you have bullets in that gun?”
If you could live forever in one of the countries you visited, which one would it be?
New Zealand. It’s not really any “better” than Australia, but you’re much less likely to get bitten, stung, poisoned, carried off or eaten by any animal – unless the Maoris resurrect their ancient customs.
Which of your world experiences do you think will be of greatest interest to IRDC attendees?
The Isetan Shopping Center in the Kyoto Bullet train station building was uniquely designed with retailers in mind. At the same time, it offered the customer an ease of shopping. You can see virtually all of the retail while you are traveling on a series of escalators that go up eight floors in a straight line, exposing different levels and the glass-enclosed stores.
What does it take to make a retail space successful?
The most successful retailing space today is the one that combines sound, smell, architecture, painting, the printed word, interior design, sculpture, ergonomics, theater and technological advancements to create a strong emotional experience for customers.
What never fails to surprise you about the retail industry?
The long-range planning horizon keeps getting shorter. I am also amazed at how long it takes retailers to respond to changing threats and market conditions. Of the 10 largest food retailers 15 years ago, only two are still in existence.
Okay, how would research help Wal-Mart compete with trendier Target, attract the upscale shopper and, at the same time, hold onto its core customer base?
Research could show Wal-Mart how different shopper groups who are now attracted to Target currently define the concept of “value” (which has changed over the past 10 years), where Wal-Mart is not meeting or beating their expectations.