& Shopper Experience                       1
Shopper Experience   =   +                             2
Balance Score Card             Ratios / Indexes / Frequencies            24 hour recall / Post-campaigns                  ...
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     ...
senses 4&5                      senses 3                     senses 1&2building blocks of   atmosphereShopper Experience  ...
enjoy                       green                        easybuilding blocks of   installationsShopper Experience        D...
cross                      links                     fixturebuilding blocks of   layoutShopper Experience        DNA’s    ...
excite                     differenciate                      navegatebuilding blocks of     signageShopper Experience    ...
digital                       analogic                         oralbuilding blocks of   communicateShopper Experience     ...
campaign                     collection                      offeringbuilding blocks of    surpriseShopper Experience     ...
STORE = > ------------ Place ------------- <> ------------ Product ----------- < > Promo <                              ic...
STORE = > ------------ Place ------------- <> ------------ Product ----------- < > Promo <                                ...
STORE = > ------------ Place ------------- <> ------------ Product ----------- < > Promo <                                ...
STORE = > ------------ Place ------------- <> ------------ Product ----------- < > Promo <                                ...
STORE = > ------------ Place ------------- <> ------------ Product ----------- < > Promo <                                ...
COMMERCIAL                                         Project                                           Retailer / Supliers  ...
500until        tu Bench.        tu Compet.        tu Tienda                     ... check points   In-Store              ...
Identify tasks ( who does what ) ...                  Visual In-store Profile “ forecasted ”                  Visual In St...
Behind ...             25
Manuel Hormigó             - 1982. started in Cortefiel Group.                     Managing visual merchanSiding of FASHIO...
Portfolio & Collaboration                                                                    New York             http://w...
Gallery “ FOOD”                  28
Gallery “ NON FOOD”                      29
http://comunicacion-in-store.blogspot.com/                                             30
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Dna's map shoppexp

  1. 1. & Shopper Experience 1
  2. 2. Shopper Experience = + 2
  3. 3. 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
  4. 4. Do you know how to measure ...?Shopper Experience 4
  5. 5. How do you build yourShopper Experience in-store ...? 5
  6. 6. How do you drive yourShopper Experience in-store ...? 6
  7. 7. Do you know yourShopper Experience DNA ...? 7
  8. 8. Do you know how to represent yourShopper Experience DNA ...? ’s map 8
  9. 9. What are thebuilding blocks ofShopper Experience DNA ...? ’s map 9
  10. 10. icons in-store storefrontbuilding blocks of architectureShopper Experience DNA’s map 10
  11. 11. senses 4&5 senses 3 senses 1&2building blocks of atmosphereShopper Experience DNA’s map 11
  12. 12. enjoy green easybuilding blocks of installationsShopper Experience DNA’s map 12
  13. 13. cross links fixturebuilding blocks of layoutShopper Experience DNA’s map 13
  14. 14. excite differenciate navegatebuilding blocks of signageShopper Experience DNA’s map 14
  15. 15. digital analogic oralbuilding blocks of communicateShopper Experience DNA’s map 15
  16. 16. campaign collection offeringbuilding blocks of surpriseShopper Experience DNA’s map 16
  17. 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 17
  18. 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 18
  19. 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 19
  20. 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 20
  21. 21. 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
  22. 22. 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
  23. 23. 500until tu Bench. tu Compet. tu Tienda ... check points In-Store !!! ExclusiveTool 23
  24. 24. Identify tasks ( who does what ) ... Visual In-store Profile “ forecasted ” Visual In Store Profile “ realized “ In_Store ] = Warranty of control & execution !!! ExclusiveTool 24
  25. 25. Behind ... 25
  26. 26. 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
  27. 27. 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
  28. 28. Gallery “ FOOD” 28
  29. 29. Gallery “ NON FOOD” 29
  30. 30. http://comunicacion-in-store.blogspot.com/ 30
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