Dna's map shoppexp
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Dna's map shoppexp

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Dna's map shoppexp Dna's map shoppexp Presentation Transcript

  • & Shopper Experience 1
  • Shopper Experience = + 2
  • Balance Score Card Ratios / Indexes / Frequencies 24 hour recall / Post-campaigns Infacts / Trackings Awareness / Top of mind ...? + G.R.P´s / O.T.S´s ... etc. T Experience oolsfor measuringShopper = Customer Behavior Focus Group Mystery Shopping 3
  • Do you know how to measure ...?Shopper Experience 4
  • How do you build yourShopper Experience in-store ...? 5
  • How do you drive yourShopper Experience in-store ...? 6
  • Do you know yourShopper Experience DNA ...? 7
  • Do you know how to represent yourShopper Experience DNA ...? ’s map 8
  • What are thebuilding blocks ofShopper Experience DNA ...? ’s map 9
  • icons in-store storefrontbuilding blocks of architectureShopper Experience DNA’s map 10
  • senses 4&5 senses 3 senses 1&2building blocks of atmosphereShopper Experience DNA’s map 11
  • enjoy green easybuilding blocks of installationsShopper Experience DNA’s map 12
  • cross links fixturebuilding blocks of layoutShopper Experience DNA’s map 13
  • excite differenciate navegatebuilding blocks of signageShopper Experience DNA’s map 14
  • digital analogic oralbuilding blocks of communicateShopper Experience DNA’s map 15
  • campaign collection offeringbuilding blocks of surpriseShopper Experience DNA’s map 16
  • STORE = > ------------ Place ------------- <> ------------ Product ----------- < > Promo < icons senses 4&5 enjoy cross excite digital campaign in-store senses 3 green links differenciate analogic collection storefront senses 1&2 easy fixture navegate oral offering architecture atmosphere installations layout signage communicate surpriseShopper Experience DNA’s map 17
  • STORE = > ------------ Place ------------- <> ------------ Product ----------- < > Promo < icons senses 4&5 enjoy cross excite digital campaign in-store senses 3 green links differenciate analogic collection storefront senses 1&2 easy fixture navegate oral offering architecture atmosphere installations layout signage communicate surpriseShopper Experience DNA’s map icons senses 4&5 enjoy cross excite digital campaign in-store senses 3 green links differenciate analogic collection for xample : storefront senses 1&2 easy fixture navegate oral offering 18
  • STORE = > ------------ Place ------------- <> ------------ Product ----------- < > Promo < icons senses 4&5 enjoy cross excite digital campaign in-store senses 3 green links differenciate analogic collection storefront senses 1&2 easy fixture navegate oral offering architecture atmosphere installations layout signage communicate surpriseShopper Experience DNA’s map icons senses 4&5 enjoy cross excite digital campaign in-store senses 3 green links differenciate analogic collection for xample : storefront senses 1&2 easy fixture navegate oral offering 19
  • STORE = > ------------ Place ------------- <> ------------ Product ----------- < > Promo < icons senses 4&5 enjoy cross excite digital campaign in-store senses 3 green links differenciate analogic collection storefront senses 1&2 easy fixture navegate oral offering architecture atmosphere installations layout signage communicate surpriseShopper Experience DNA’s map icons senses 4&5 enjoy cross excite digital campaign in-store senses 3 green links differenciate analogic collection for xample : storefront senses 1&2 easy fixture navegate oral offering 20
  • STORE = > ------------ Place ------------- <> ------------ Product ----------- < > Promo < icons senses 4&5 enjoy cross excite digital campaign in-store senses 3 green links differenciate analogic collection storefront senses 1&2 easy fixture navegate oral offering architecture atmosphere installations layout signage communicate surpriseShopper Experience DNA’s map icons senses 4&5 enjoy cross excite digital campaign in-store senses 3 green links differenciate analogic collection for xample : storefront senses 1&2 easy fixture navegate oral offering convenience store 21
  • COMMERCIAL Project Retailer / Supliers TECHNICAL AESTHETIC Project Project Architect / Ingenieering Advertising / DesignManaging Experience the In-Store METHODOLOGY Project RESEARCH Project Behaviors / DNA’s ShoppExp 22
  • 500until tu Bench. tu Compet. tu Tienda ... check points In-Store !!! ExclusiveTool 23
  • Identify tasks ( who does what ) ... Visual In-store Profile “ forecasted ” Visual In Store Profile “ realized “ In_Store ] = Warranty of control & execution !!! ExclusiveTool 24
  • Behind ... 25
  • Manuel Hormigó - 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. m_h@comunicacioninstore.com working along of Europe, USA, Middle East and South America. @tuareg_retail His exclusive feature is the Visual Audit Store Process : VISUAL STORE CHECK & Visual Project Management - 2011. was elected President for To learn more ... Retail Design Institute - Spain http://www.retaildesigninstitute.org/member/1301 http://www.slideshare.net/manuel_hormigo http://www.marketingcomunidad.com/author/Hormigo Manuel Hormigó Retail Designer & FounderFerretería CUESTA 26
  • Portfolio & Collaboration New York http://www.retaildesigninstitute.org/member/1301 http://www.marketingcomunidad.com/author/HormigoFerretería CUESTA http://www.linkedin.com/pub/manuel-hormigo/b/a32/b54 27
  • Gallery “ FOOD” 28
  • Gallery “ NON FOOD” 29
  • http://comunicacion-in-store.blogspot.com/ 30