In store

Shopper Experience intelligence

RESEARCHProject

Behaviors /

TECHNICALProject

Architecture / Engineering

AESTHETICProject

Advertising / Design

COMMERCIALProject

Promoter / Leased

METHODOLOGYProject

map DNA’s

In-StoreManaging the Experience

RESEARCHProject

Behaviors /

TECHNICALProject


AESTHETICProject


COMMERCIALProject

Promoter / Leased

METHODOLOGYProject

map DNA’s

.-1 stepst .- 2 stepnd

EXECUTION

Project.-3 steprd


RESEARCHProject

Behaviors / map DNA’s

.-1 stepst

map DNA’s


+Shopper Experience

=

map DNA’s

Shopper Experience

How to build your ?

map DNA’s

Shopper Experience

How to drive your ?

map DNA’s

Shopper Experience

map ... ?DNA’s

How to represent your

map DNA’s

storefront

in-store

icons

collection

campaign

easy

green analogic

digitalenjoy

oral

Shopper Experience

map DNA’ssurprisesignageinstallationsatmospherearchitecture

> ------------ Place ------------- <> ------------ Product ----------- < > Promo <STORE =

senses 1&2

senses 3

senses 4&5

communicate

offeringnavegate

excite

differenciate

fixture

links

cross

layoutBuilding blocks of

map DNA’s

for xample :

Shopper Experience

map DNA’ssurprisesignageinstallationsatmospherearchitecture communicate

storefront

in-store

icons

collection

campaign

easy

green analogic

digitalenjoy

oralsenses 1&2

senses 3

senses 4&5

offeringnavegate

excite

differenciate

fixture

links

cross

layout

storefront

in-store

icons

collection

campaign

easy

green analogic

digitalenjoy

oralsenses 1&2

senses 3

senses 4&5

offeringnavegate

excite

differenciate

fixture

links

cross


map DNA’s

for xample :

Shopper Experience

map DNA’s

storefront

in-store

icons

collection

campaign

easy

green analogic

digitalenjoy

oral

surprisesignageinstallationsatmospherearchitecture

senses 1&2

senses 3

senses 4&5

communicate

offeringnavegate

excite

differenciate

fixture

links

cross

layout

storefront

in-store

icons

collection

campaign

easy

green analogic

digitalenjoy

oralsenses 1&2

senses 3

senses 4&5

offeringnavegate

excite

differenciate

fixture

links

cross


map DNA’s

To learn more ...

http://www.slideshare.net/manuel_hormigo/dnas-map-shoppexp

map DNA’sExclusive Tool



METHODOLOGYProject


.- 2 stepnd

! ! !500 In-Store until ... check points ...

tu Bench.

tu Compet.

tu Tienda

! ! !In-StoreComparation ( competence / benchmark ) ...

- Establecer nítidamente ¡ TAREAS ! prioritarias .- Asignar ¡ RESPONSABILIDADES ! concretas y medibles .- Estimar ¡ TIEMPO ! objetivo para la ejecución de cada tarea .- Racionalizar ¡ INVERSION ! en elementos de Comunicación In-Store .

! ! !In-StoreIdentify & Classify Tasks ...

! ! !In-StoreWho does ... What & Why & When & How ...

Exclusive Tool

To learn more ...http://www.slideshare.net/manuel_hormigo/introduccion-visual-store-check

http://www.slideshare.net/manuel_hormigo/introduccion-visual-store-check

http://www.slideshare.net/manuel_hormigo/introduccion-visual-store-check

AESTHETICProject



.- 3 steprd

TECHNICALProject


COMMERCIALProject

Promoter / Leased

EXECUTIONProject

Store-Place

.- 3 steprd EXECUTION

Project

... Archictecture / Atmosphere / Installations

lighting .

Omnichannel - on/off line . Emotional technology .

senses .

colours .

. enjoy.

engineering .

AEREO .

SOBRE el producto .

JUNTO al producto .

SUELO .


Project

Store-Product... Fitting / Signage / Communication & Info

Layout & Store Planning .

Niveles Visuales .

Planograms 2D . Vistas 3D .

. Posicionamiento

. category mgment VISUAL .

. hyper real

comunicación in/out & engineering


Project

Store-Promo... Sale / Collections / Campaigns & Events

Dossiers .

. Windows

.....................................REVISAR enINSTALACIONES

EVOLUCIONAR enINFORMACION

REVISAR enCOLECCION

...............................................................................................................

.....................................

.....................................

ControlPREMIUM

In-Store

Visual In Store Profile “ realized “ = Warranty of control & execution]

before ... after ... forward ...

Controlling evolution

. always together ... !!!

In-StoreCase Study ...

L u p e r ó nMaking off.

“ TAREAS PRIORITARIAS ” > actuar sobre :

AEREO .

SOBRE el producto .

JUNTO al producto .

SUELO .

NIVELES VISUALES OCUPACIONAlzado Lateral Alzado Frontal

Planta OFERTA

Descripción de elementos por Niveles Visuales / Alzado OFERTA


. 2,80 m.

. 4,30 m.

. 0,00 m.

Definición de formatos y ubicación / Pasillo Central


Nivel Visual : Aéreo y Sobre el Producto / GRAN SEÑALIZACIÓN.

VESTIDORES


Nivel Visual : Aéreo y Sobre el Producto / MEDIUM SEÑALIZACIÓN.


Nivel Visual : JUNTO al producto / PEQUEÑA SEÑALIZACIÓN.


“ TAREAS PRIORITARIAS ” > implementación :

To learn more ...

http://www.slideshare.net/manuel_hormigo/the-best-hypermarket-in-the-world



Behind ...

Ferretería CUESTA

- 1982. started in Cortefiel Group. Managing visual merchanSiding of FASHION stores and windows.

- 1990. joined for PRYCA opening at his hometown Zaragoza (Spain).

- 1998. was appointed National Manager “ Visual In Store " From the Headquarters in Madrid leads the evolution of Visual Communication In-Store Hypermarkets from Continente & Pryca to Carrefour.

- 2001. founded his own Consultant IN-STORE. working along of Europe, USA, Middle East and South America. His exclusive feature is the Visual Audit Store Process : VISUAL STORE CHECK & Visual Project Management

- 2011. was elected President for Retail Design Institute - spain

Manuel Hormigó

http://www.marketingcomunidad.com/author/Hormigo

http://www.slideshare.net/manuel_hormigo

http://www.retaildesigninstitute.org/member/1301

Manuel Hormigó

To learn more ...

Founder

@tuareg_retail

[email protected]







mailto:[email protected]

mailto:[email protected]

Ferretería CUESTA

Portfolio & Collaboration


http://www.linkedin.com/pub/manuel-hormigo/b/a32/b54


New York







Gallery “ FOOD”

Gallery “ NON FOOD”

http://comunicacion-in-store.blogspot.com/

http://comunicacion-in-store.blogspot.com

http://comunicacion-in-store.blogspot.com

In store

Business

Transcript of In store