In-store Presentation 17 Mar 2016 , Chennai Surender Gnanaolivu, Senior Consultant Retail Experience
Agenda NEW AGE TRENDS 1. New Age Consumer 2. New Age Presentation needs PRESENTATION CONCEPTS 1. Display 2. Visual Merchandising 3. Point-of-purchase RECAP Surender Gnanaolivu, Senior Consultant Retail Experience
Agenda NEW AGE TRENDS 1. New Age Consumer 2. New Age Presentation needs PRESENTATION CONCEPTS 1. Display 2. Visual Merchandising 3. Point-of-purchase RECAP Surender Gnanaolivu, Senior Consultant Retail Experience
Gen i Psychographics • Insights are info-sight Give me I am me ! good! information! • instancy • individualization • infidelity • influence by peers Peeps, what do What is constant I want it now! you think? is change! India has more than 50% of its population below the age of 25 and more than 65% below the age of 35. In 2020, the average age of an Indian will be 29 years, compared to 37 for China and 48 for Japan ! Surender Gnanaolivu, Senior Consultant Retail Experience
Behaviour WEBROOMING vs SHOWROOMING Source: Interactions Consumer Experience Markeiting Reail Perceptins. The rise of Webrooming May 2014 Surender Gnanaolivu, Senior Consultant Retail Experience
Experience Expectations OFFLINE vs ONLINE 1. Convenience 1. Touch and Feel 2. Range 2. Instant fulfillment 3. Price 3. Customer Service 4. Personalized Offers 4. Trial & Alterations 5. Shopatainment Surender Gnanaolivu, Senior Consultant Retail Experience
Channel Expectations • SMART STORES: Offline stores using online (‘click & collect’, ‘seamless exchange’) • EXPERIENCE CENTERS: Online stores going offline (Offer Touch & Feel) Surender Gnanaolivu, Senior Consultant Retail Experience
Marketing to the Consumer TWO WAY ONE WAY ATL : Digital Marketing TV , Print , OOH, Radio BTL : Mobile Catchment& Store Events CRM Direct Mailers Retention & Loyalty Program PR VM & VC VM & VC Visual Merchandising: Window Display , In- Visual Merchandising: Window Display , In- store Display store Display Visual Communication : In-store Product & Visual Communication : In-store Product & Service Messaging Service Messaging More than 70% marketers are increasing spends on TWO WAY Marketing Surender Gnanaolivu, Senior Consultant Retail Experience
Agenda NEW AGE TRENDS 1. New Age Consumer 2. New Age Presentation needs PRESENTATION CONCEPTS 1. Display 2. Visual Merchandising 3. Point-of-purchase RECAP Surender Gnanaolivu, Senior Consultant Retail Experience
“It’s no more about what you sell, but how you sell it !” 1.CONCEPT 2.CHOICE “Choice Anxiety” 3.CHANNEL “Channel Blurr ” Surender Gnanaolivu, Senior Consultant Retail Experience
WHO are you? • Store Design Concept • Presentation Concept • Product Design Concept • Service Concept ( type , appearance) • Brand Imagery Concept CONCEPT WHAT is your story? • Store Location Choice • Store Size Choice CHOICE • Product Choice (Mass or Curated) • Service Choice (Assisted, Self, help, Phy-gital) • Customer Engagement (Co-creation, Personalization) CHANNEL HOW will you delivery it? • Architecture , Store Design • Display &VM • Graphics & Communication • Marketing • Digital Tech Surender Gnanaolivu, Senior Consultant Retail Experience
A clear story told is half the product sold ! Retail Presentation 1. DISPLAY 2. VISUAL MERCHANDISING 3. POINT OF PURCHASE DISPLAY Surender Gnanaolivu, Senior Consultant Retail Experience
DISPLAY “ The drama created around the brand/merchandise with the objective of catching the attention & interest of the shopper.” - THE SILENT SHOWMAN VISUAL MERCHANDISING “ The presentation of merchandise with the objective of maximizing conversions and sale .” - THE SILENT SALESMAN Surender Gnanaolivu, Senior Consultant Retail Experience
DISPLAY “ The drama created around the brand/merchandise with the objective of catching the attention & interest of the shopper.” - THE SILENT SHOWMAN VISUAL MERCHANDISING “ The presentation of merchandise with the objective of maximizing conversions and sale .” - THE SILENT SALESMAN Surender Gnanaolivu, Senior Consultant Retail Experience
DISPLAY WINDOWS Institutional – Corporate message Promotional – Merchandise message Surender Gnanaolivu, Senior Consultant Retail Experience
DISPLAY Institutional – Corporate message Promotional – Merchandise message Surender Gnanaolivu, Senior Consultant Retail Experience
DISPLAY WINDOW Installation Institutional Bergdorf Goodman Surender Gnanaolivu, Senior Consultant Retail Experience
DISPLAY WINDOW Installation Institutional Shoppers Stop Surender Gnanaolivu, Senior Consultant Retail Experience
DISPLAY WINDOW Installation Institutional Nike window at Selfridges Surender Gnanaolivu, Senior Consultant Retail Experience
DISPLAY Institutional – Corporate message Promotional – Merchandise message Surender Gnanaolivu, Senior Consultant Retail Experience
DISPLAY WINDOW Promotional Surender Gnanaolivu, Senior Consultant Retail Experience
DISPLAY WINDOW Promotional Adidas Surender Gnanaolivu, Senior Consultant Retail Experience
DISPLAY WINDOW Promotional John Lewis at Waitrose stores Surender Gnanaolivu, Senior Consultant Retail Experience
DISPLAY IN-STORE Institutional – Corporate message Promotional – Merchandise message Surender Gnanaolivu, Senior Consultant Retail Experience
DISPLAY IN-STORE Institutional – Corporate message Promotional – Merchandise message Surender Gnanaolivu, Senior Consultant Retail Experience
DISPLAY IN-STORE Focal Point Institutional Quiksilver Surender Gnanaolivu, Senior Consultant Retail Experience
DISPLAY IN-STORE High Point Institutional John Lewis Surender Gnanaolivu, Senior Consultant Retail Experience
DISPLAY IN-STORE Institutional – Corporate message Promotional – Merchandise message Surender Gnanaolivu, Senior Consultant Retail Experience
DISPLAY IN-STORE Focal Point Promotional Target Surender Gnanaolivu, Senior Consultant Retail Experience
DISPLAY IN-STORE High Point Promotional Macys Surender Gnanaolivu, Senior Consultant Retail Experience
DISPLAY “ The drama created around the brand/merchandise with the objective of catching the attention & interest of the shopper.” - THE SILENT SHOWMAN VISUAL MERCHANDISING “ The presentation of merchandise with the objective of maximizing conversions and sale .” - THE SILENT SALESMAN Surender Gnanaolivu, Senior Consultant Retail Experience
Visual Merchandising Department Manor Surender Gnanaolivu, Senior Consultant Retail Experience
Visual Merchandising Department Bloomingdales Surender Gnanaolivu, Senior Consultant Retail Experience
Visual Merchandising Category Tesco Korea Surender Gnanaolivu, Senior Consultant Retail Experience
APPLICATIONS……. Surender Gnanaolivu, Senior Consultant Retail Experience
Typical Layout Windows Focal Points High Points Cluster 1 Cluster 2 Cluster 3 Cluster 5 Cluster 4 Impulse Convenience Staple Surender Gnanaolivu, Senior Consultant Retail Experience
Scenario 1 Focal Points High Points Cluster 1 Cluster 2 • Destination Store • Low Marketing • Premium Hi - Fashion Cluster 3 Cluster 5 Cluster 4 Impulse Convenience Staple Surender Gnanaolivu, Senior Consultant Retail Experience
Scenario 1 Focal Points High Points Institutional Cluster 1 Cluster 2 Promotional Installation High Point Window Promotional Promotional High Point Focal Point Promotional (Co-ordinated Focal Point Selling) (Co-ordinated Selling) Promotional Institutional Focal Point Focal Point Cluster 3 (Co-ordinated Selling) Promotional High Point Institutional Promotional Focal Point Promotional High Point Institutional Focal Point High Point (Co-ordinated Promotional Selling) High Point Promotional Window Cluster 5 Cluster 4 Impulse Convenience Staple Surender Gnanaolivu, Senior Consultant Retail Experience
Scenario 2 Focal Points High Points Cluster 1 Cluster 2 • Mall Brand Store • High Marketing • Value Fashion Cluster 3 Cluster 5 Cluster 4 Impulse Convenience Staple Surender Gnanaolivu, Senior Consultant Retail Experience
Scenario 2 Focal Points High Points Promotional Cluster 1 Cluster 2 Promotional Window High Point (Core Category 1) Promotional Promotional High Point High Point (co-ordinated) (co-ordinated) Promotional Focal Point Promotional Cluster 3 Focal Point (Home Page) Promotional Focal Point Promotional High Point Institutional (co-ordinated) High Point Promotional High Point Promotional Window (Core Category 2) Cluster 5 Cluster 4 Impulse Convenience Staple Surender Gnanaolivu, Senior Consultant Retail Experience
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