In conversation with Antony Behiels and Terry Clark, organisers of the Creative Retail Awards.
The Creative Retail Awards celebrate innovation and excellence in retail. This annual event honours achievements in design, technology, lighting, visual merchandising, omnichannel innovations, and bar and restaurant design. Judged by industry leaders, the awards represent retail excellence. The event also fosters networking and celebration with live entertainment, music, food, and performances, making it an immersive experience that highlights the dynamic and innovative spirit of the retail sector.
Antony Behiels is Director of the Shop & Display Equipment Association (SDEA), representing a diverse range of UK and European member companies dedicated to display and design. Drawing from more than 25 years of industry expertise, he has previously overseen various enterprises specialising in mannequins, point-of-sale solutions and security products. Throughout his nine years at the helm of the Association, Antony has spearheaded transformative initiatives, such as the inception of the Creative Retail Awards, the development of the SDEA App, and the broadening of networking opportunities.
Terry Clark is a journalist at 365 Retail with a focus on retail design, technology innovations, and customer experience. He brings over two decades of experience, witnessing first-hand the digital evolution of the retail sector. Terry's extensive background informs his in-depth articles that explore the dynamic intersection of design and technology in enhancing consumer interactions. He was also instrumental in launching the Creative Retail Awards in 2018, recognising a gap in the market for an event that truly reflects the innovative and progressive nature of the industry.
SDD: The Creative Retail Awards are renowned for celebrating innovation and excellence in the retail industry. Can you share more about the ethos behind the awards and what sets them apart from other accolades in the sector?
AB: The ethos behind the Creative Retail Awards has always been in recognising and rewarding the most innovative and forward-thinking concepts in design and display. What sets these awards apart is our commitment to highlighting creativity across all aspects of retail, leisure and hospitality from design and technology to retail experience, collaboration and visual merchandising.
TC: Our focus was on highlighting the innovative designs and strategic insights of our nominees while ensuring the event itself was a standout, memorable, and prestigious occasion. We strived to provide a platform that not only spotlighted the accomplishments of retail leaders but also facilitated meaningful interactions among industry peers. This emphasis on a distinguished celebration and networking opportunities has elevated the Creative Retail Awards, underlining their importance as a beacon for showcasing and fostering innovation in retail
Creative Retail Awards 2023
SDD: How does the partnership with Shop Drop Daily for the Shop Drop Daily Concept of the Year Award contribute to the Creative Retail Awards' mission of recognising and celebrating the most innovative and cutting-edge brand experiences within the global retail industry?
TC: By collaborating with Shop Drop Daily, we ensure that our Awards truly represent the pinnacle of innovation in retail. Their expertise in curating cutting-edge brand experiences aligns perfectly with our mission, enhancing the credibility and relevance of the Creative Retail Awards.
AB: The partnership with Shop Drop Daily brings additional expertise and perspective to the table. It allows us to tap into their insights and network to identify truly groundbreaking concepts that deserve recognition.
SDD: With a focus on in-store design, visual merchandising, innovative technology, and omnichannel innovations, how do you ensure that the judging process remains impartial and reflective of true industry excellence?
TC: Transparency is key. We provide judges with clear guidelines and criteria for evaluation, emphasising the importance of fairness and integrity. Additionally, with the blind Judging we ensure that only the most deserving entries are recognised.
AB: We maintain impartiality by assembling a diverse panel of industry experts who bring different perspectives and experiences to the table. We undertake a mixed-Judges blind shortlisting process of each category, with the Judges then meeting in person to debate the Winning and Highly Commended entries. It’s a long process but ultimately ensures that every entry is judged fairly and purely on merit.
Creative Retail Awards 2023
SDD: The awards emphasise the importance of independence in the judging process, with organisers and sponsors having no influence on the decisions. How do you uphold this principle, and what measures are in place to maintain the integrity of the awards?
AB: To uphold this principle, we have strict protocols in place to ensure that organisers and sponsors have no involvement in the judging process. Each Judge must adhere to a code of conduct that prohibits any form of external influence and every entry judged purely on merit.
TC: Furthermore, we regularly review and refine our processes to address any potential conflicts of interest and maintain the integrity of the awards. This commitment to independence is fundamental to our credibility and the trust of our participants.
SDD: Networking and celebration are key components of the Creative Retail Awards event, with live entertainment and immersive experiences. How do you curate these elements to create an engaging and memorable experience for attendees?
AB: We carefully select entertainment and experiences that resonate with our audience and reflect the innovative and creative spirit of the industry. From amazing acrobatic performances to live bands, each element is designed to inspire and engage attendees, creating a memorable and immersive experience.
TC: Exactly - furthermore we provide ample opportunities for networking and collaboration, facilitating meaningful connections among industry professionals. Whether it's through themed events or curated discussions, we strive to foster a vibrant community that celebrates creativity and excellence in retail.
Creative Retail Awards 2023
SDD: Could you provide insights into the selection criteria used by the panel of industry leaders and experts when evaluating entries for the awards? How do you ensure a fair and thorough assessment of each submission?
AB: The selection criteria encompass various aspects, including innovation, creativity and impact. Judges evaluate each submission based on the category criteria, considering factors such as originality, execution, and potential for transformation within the industry."
TC: To ensure a fair and thorough assessment, Judges are encouraged to provide constructive feedback and engage in discussions to reach a consensus on the most deserving entries."
SDD: In an ever-evolving retail landscape, how do the Creative Retail Awards adapt to recognise emerging trends and innovations within the industry?
TC: We encourage participation from diverse sectors and geographies to capture a comprehensive snapshot of global retail innovation. By remaining agile and responsive to change, we ensure that the Creative Retail Awards continue to showcase the forefront of industry trends and advancements.
AB: We stay abreast of emerging trends and innovations by actively monitoring the retail landscape and engaging with industry thought leaders. Working with our Advisory Board allows us to identify new opportunities and adapt our categories and criteria accordingly to ensure that the Awards remain relevant and reflective of industry developments.
Creative Retail Awards 2023
SDD: As organisers of the Creative Retail Awards, what do you envision for the future of the event? Are there any upcoming changes or enhancements planned to further elevate its impact and relevance within the retail industry?
AB: Looking ahead, we aim to further elevate the impact and relevance of the Creative Retail Awards by expanding our reach and diversifying our offerings. This includes exploring new categories that reflect emerging trends and forging strategic partnerships to amplify our impact within the industry.
TC: By continuously evolving and adapting to the evolving needs of the retail landscape, we aspire to make the Creative Retail Awards the preeminent platform for celebrating excellence and driving positive change within the industry.
This years Creative Retail Awards are at Eight Embankment on the 19th September 2024.
Click below to learn more.
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