940 3 Retail 4th Lecture
Transcript of 940 3 Retail 4th Lecture
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RETAIL MARKETING
LECTURER: VALERIA VOLPONI
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Try to imagine: whose store is this shop
Reflect on the use of colours
The “Theatre Effect”
Any other consideration
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•Inform
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romo e our merc an se m x• Ameliorate customer satisfaction and
fidelity
•………….
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Could be • us om ma e or mass commun ca on
•Promoted by a retailer brand or a single store
•Managed directly or in partnership withmarketing companies
•In store or off store
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a can we use o commun ca e
• Architecture•Name
•Windows
•Entrance
•Signs & displays
• Advertising
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Radio and tv in store•Interactive areas
THE STORE IS BECOMING A DIGITAL MEDIA
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FASHION: scared to break the rules
The use of new technolo ies let ou:
•Reach new targets
•
Create curiosity, interest and word to mouthcommunication
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•Initial investment and costs of
•Training for the sales manager
•
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•Interactive windows
•Digital signage
• n erac ve areas or
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Communication 24/7 ever da
Those who pass in front of the store can have a look ate ca a ogue, exp ore e s ory o e ran ,
discover upcoming events, download interactive
In some cases, it is possible to “wear” virtually some
accessories like sunglasses and shoes
choose to check in the store by using the interactive
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Special Welcome, an interactive Lcdscreen, prepares personal messages,
s ecial offers, new ro osals for
products already bought
PDA, personal digital assistant, is a small
interactive device: ever sales ersonhave one. It allows them recap all the
’
experience, tastes and preferences
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YORK
He is the first fashion designer that has strongly
In 2009, via Monte Napoleone, Milan and 867
a son venue ew or , e naugurate t efirst Window Shopping Experience
You just pass your finger on the windows and you
access all the catalogue, to select the productsand see special events (in that case it was the
Wimbledon Collection)
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+ RALPH LAUREN: MILAN AND NEW YORK
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you were on line
To process the order you just have to insert
your email
The day after you are called by a sales person
delivery
Even if you don’t buy, you can spend some time
on the screen, readin the histor of
Wimbledon, and so on
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+ RALPH LAUREN: MILAN AND NEW YORK
n ew or , ano er s ep: an
interactive a lication accessibleeasily with or without your mobile
,customized polo
Same payment method and deliveryKids area to customize school’s
uniform
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Italian denim com an is a true ioneer
When they opened Milan flagship store, Piazzaan a a, t ey oste next generat on c
screens
They react to body movement
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Italian fashion brand, developed an
mobile phone
The window changes setting according to
,the catwalks
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Within the windows, Lcd screens thattell the story of each product, focusing on
handcraft ualit ….
No interaction, but a good level of
recognition and uniqueness
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Flagship store Piazza Duomo:four interactive windows, 6 metres
,
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u u u to digital signage applications
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Keyword for all the future forms of communication within the store
electronic display that shows
n ormat on, a vert s ng an ot er
messa es on LCD LED Plasma
Displays
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No need to change supports
Precise message in a precise moment
Less expensive
Flexible: static images, videos,
sounds….and what else?
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YORK
575 di Broadway and Prince St, Soho, New YorkRem Koolhaas: 40 million dollars, 2.000 square
metres
Incredible media coverage even before (see 9/11)
One hundred celebrities and Major Rudolph
Giuliani participated to the grand opening indecember 2001
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YORK
Lower round: di ital si na eapplications, brand new for that
lcd screens that show thecollection and react to any
cus omer pass ng
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YORK
In the fitting rooms, sliding doors realized witha new ec no ogy, ca e gg r va e, a
allows people inside see friend’s reactions
ou s e an no v ceversa
Ever time ou tr on somethin with the ad
the sales person register sizes and measures,
and kee it for future reference
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YORK
There’s also Fill your Look, an applicationthat suggest you which things suits you
the most
You can take pictures and send them to
,
called Do you like it
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, ,Interactive area dedicated to make up
You choose any make up, go in front of theg a screen, scan your ace an see ow
it looks on your face
You can see your face with or without make,
A partnership between Shiseido,Mitsukoshi and Fujitsu
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To have a loyal customer: give him a unique product
e customer wants somet ng recogn sa e ut
also unique
New technologies can support famous brands butalso emerging designers
You integrate virtual design and phisical store
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NIKE ID
Ori inall a web site it became a s ecific area within
Nike Stores and Nike Towns worldwide
Builds up a PROJECT with the customer
A new wa to realize a urchase: ex erience,
participation, commitment
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LOUIS VUITTON
store on on the website
Six months waiting list
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AMERICAN EAGLE OUTFITTERS
Perfect exam le of inte ration between in and out
mes quare, novem er , ew or
3.000 square metres, 4 floors and “15 Seconds of
Fame”: when you buy something, you are invited topose in a shooting studio, as a professional model.
In few minutes you see your picture showed
outside…in an impressive way
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RALPH LAUREN, LONDON AND N.Y.
‐ 10 years of digital innovation
‐ A 4D celebration
‐London 1 New Bond Street and New York 888 Madison Avenue
‐ 3d images, digital sound, smell
‐