Twist Focus: On Transparency
Wednesday, May 5, 2010
Twice each month, Twist Worldwide, a global visual intelligence firm, presents quick views and insights into the moments that are working in today's retail environments. Enough with self-impressed trend consultants who claim to see the future: Twist sees the present with clarity and provides practical intelligence on how to make your business better today. Over time, patterns emerge and possibilities get realized. But first we have to see what is right in front of us. This week: the power of transparency.
An inseparable part of the green movement is consumer demand for corporate accountability. In design and product innovation, that translates to transparency.
Just look around the office, your home, even your car. Unless you’re driving a hybrid vehicle, it’s likely that any indicators of energy consumption are opaque or missing altogether, though new tools are emerging. Worldwide, we see that formerly hidden aspects of technology are moving to the surface as consumers consider how their purchases align with their values.
Transparency in how things work is empowering: it tells consumers you have nothing to hide, and more importantly, that you respect their right to know the full story.
Retailers have the opportunity to bring increasing levels of transparency to their operations, products, merchandising and customer experiences.
- Sources: the importance of knowing where things come from, whether farms, responsible factories or communities needing support
- DIY: regardless of category, involving the customer in the creation is a sure way to build confidence in what’s inside.
- Trackability: showing how things are done, made, addressed or resolved can increase understanding, involvement and customer satisfaction.
Twist Worldwide is a global visual intelligence firm serving leading retailers by uncovering the patterns, possibilities, products and programs that earn the trust and business of today’s busy shoppers. Davis Brand Capital and Twist have worked together closely for more than a decade and are formalized business partners. Together, the companies have produced billions of dollars in realized value across various platforms, concepts and businesses.