In store
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In store

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In store In store Presentation Transcript

  • Shopper Experienceintelligence
  • COMMERCIAL Project Promoter / Leased TECHNICAL AESTHETIC Project Project Architecture / Engineering Advertising / DesignManaging Experience the In-Store METHODOLOGY Project RESEARCH Project Behaviors / DNA’s map
  • COMMERCIAL Project Promoter / Leased EXECUTION AESTHETIC .-3 step TECHNICAL rd Project Project Project Architecture / Engineering Advertising / DesignManaging Experience the In-Store METHODOLOGY Project RESEARCH .- 2 step Project nd Behaviors / DNA’s st map .-1 step
  • Managing Experience the In-Store RESEARCH Project Behaviors / DNA’s map .-1 step st DNA’s map
  • Shopper Experience = + DNA’s map
  • How to build your ?Shopper Experience DNA’s map
  • How to drive your ?Shopper Experience DNA’s map
  • How to represent yourShopper Experience DNA ...? ’s map DNA’s map
  • 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 offeringBuilding blocks of architecture atmosphere installations layout signage communicate surpriseShopper Experience DNA’s map DNA’s map
  • 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 DNA’s map
  • 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 DNA’s map
  • T learn more ... o http://www.slideshare.net/manuel_hormigo/dnas-map-shoppexp ExclusiveTool DNA’s map
  • the In-StoreManaging Experience METHODOLOGY Project .- 2 step nd
  • 500until In-Store ... check points ... !!!
  • tu Bench. tu Compet. tu Tienda In-StoreComparation ( competence / benchmark ) ... !!!
  • Identify & Classify Tasks ... - - - - In-Store 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-StoreWho does ... What & Why & When & How ... !!!
  • T learn more ... o http://www.slideshare.net/manuel_hormigo/introduccion-visual-store-check ExclusiveTool
  • COMMERCIAL Project Promoter / Leased TECHNICAL AESTHETIC Project Project Architecture / Engineering Advertising / DesignManaging Experience the In-Store EXECUTION .- 3 step rd Project
  • senses . engineering . colours . lighting . . enjoy.Store-Place ... Archictecture / Atmosphere / InstallationsEmotional technology . Omnichannel - on/off line . EXECUTION .- 3 step rd Project
  • Layout & Store Planning . Niveles Visuales . . Posicionamiento AEREO . SOBRE el producto . JUNTO al producto .Store-Product SUELO . ... Fitting / Signage / Communication & Info Vistas 3D . . hyper real Planograms 2D . . category mgment VISUAL . EXECUTION .- 3 step rd Project
  • Store-Promo . Windows comunicación in/out ... Sale / Collections / engineering Events & Campaigns & Dossiers . EXECUTION .- 3 step rd Project
  • . always together ... !!! before ... after ... forward ... In-Store REVISAR en COLECCION ..................................... ..................................... REVISAR en ..................................... EVOLUCIONAR en .....................................INSTALACIONES ..................................... INFORMACION ..................................... Visual In Store Profile “ realized “ ] = Warranty of control & execution Control PREMIUM Controlling evolution
  • In-StoreCase Study ... L u p e r ó n Making off.
  • “ TAREAS PRIORITARIAS ” > actuar sobre :
  • “ TAREAS PRIORITARIAS ” > actuar sobre :Descripción de elementos por Niveles Visuales / Alzado OFERTANIVELES VISUALES Alzado Lateral Alzado Frontal OCUPACIONAEREO .SOBRE el producto .JUNTO al producto .SUELO . Planta OFERTA
  • “ TAREAS PRIORITARIAS ” > actuar sobre : Definición de formatos y ubicación / Pasillo Central . 4,30 m.. 2,80 m.. 0,00 m.
  • “ TAREAS PRIORITARIAS ” > actuar sobre :
  • “ TAREAS PRIORITARIAS ” > actuar sobre :Nivel Visual : Aéreo y Sobre el Producto / GRAN SEÑALIZACIÓN. VESTIDORES
  • “ TAREAS PRIORITARIAS ” > actuar sobre :Nivel Visual : Aéreo y Sobre el Producto / MEDIUM SEÑALIZACIÓN.
  • “ TAREAS PRIORITARIAS ” > actuar sobre : Nivel Visual : JUNTO al producto / PEQUEÑA SEÑALIZACIÓN.
  • “ TAREAS PRIORITARIAS ” > actuar sobre :
  • “ TAREAS PRIORITARIAS ” > implementación :
  • “ TAREAS PRIORITARIAS ” > implementación :
  • “ TAREAS PRIORITARIAS ” > implementación :
  • “ TAREAS PRIORITARIAS ” > implementación :
  • “ TAREAS PRIORITARIAS ” > implementación :
  • T learn more ... o http://www.slideshare.net/manuel_hormigo/the-best-hypermarket-in-the-world
  • Behind ...
  • 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 FounderFerretería CUESTA
  • Portfolio & Collaboration New York http://www.retaildesigninstitute.org/member/1301 http://www.marketingcomunidad.com/author/HormigoFerretería CUESTA
  • Gallery “ FOOD”
  • Gallery “ NON FOOD”
  • http://comunicacion-in-store.blogspot.com/