Visual Audit_Shop-window / Sfera>v<Zara

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Do you know the Visual Profile of your shop-window ?

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Visual Audit_Shop-window / Sfera>v<Zara

  1. 1. vs S H O P - W I N D O W VISUAL AUDIT www.comunicacioninstore.com
  2. 2. Visual Store Check _ escaparate. “ VISUAL AUDIT “ : Shop-window / Woman Mall : Plaza Norte City : San Sebastian de los Reyes ( Madrid - SPAIN ) Season : Spring
  3. 3. Visual Store Check _ escaparate. ¡¡¡ ... WATCH IT ... !!! > Is it aligned by your BRAND image ?. > Does it answer to your TRADE policy ?. > Does it reflect faithfully your MARKETING strategy ?.
  4. 4. Visual Store Check _ escaparate. Beyond an aesthetic subjective opinion ... > Which is your DIAGNOSIS of the Visual Status ?. > What concrete ACTIONS would you tackle to improve ?. > Which would be your priorities of INVESTMENT ?.
  5. 5. Visual Store Check _ escaparate. > “ VISUAL AUDIT “ Know the VISUAL PROFILE of your Shop-window ... !!!.
  6. 6. Visual Store Check _ escaparate. A100 A 200 A 300 M 100 M 200 M 300 P 100 P 200 P 300 VISUAL A Enviroment Installations M Fixturing Signage P Collection Architecture Information Offering Campaign STATUS PHYSICAL UTENSILS PROMO Shop- window Visual Audit realized with Visual Store Check ( shop-window ) Visual Store Check allows to draw the VISUAL PROFILE of your shop-window to COMPARE IT with that of the COMPETITOR .
  7. 7. Visual Store Check _ escaparate. A M P PHYSICAL UTENSILS PROMOTION (shop-window) (close goods) ( periodic ) Visual elements Visual elements Visual elements Permanents In Change Appear & Disappear A100 A 200 A 300 M 100 M 200 M 300 P 100 P 200 P 300 VISUAL A Enviroment Installations M Fixturing Signage P Collection Architecture Information Offering Campaign STATUS PHYSICAL UTENSILS PROMO Shop- window Visual Store Check classifies the visuals elements in 3 Areas : A / M / P Every Area includes 3 Categories : These 9 categoríes include ALL about Visual Communication at Shop-window.
  8. 8. Visual Store Check _ escaparate. Example CHECK LIST ... Visual Store Check capture up to 500 checkpoints. > It applies guidelines of “ Descriptive Statistics “. > It values from 0 to 100 every checkpoint.
  9. 9. Visual Store Check _ escaparate. Example HISTOGRAM ... Visual Store Check exposes in Graphs the results. Identifying the differences in every category to facilitate a RATIONAL investment.
  10. 10. Visual Store Check _ escaparate. > “ VISUAL DIAGNOSIS ”
  11. 11. Visual Store Check _ escaparate. WEAKNESSES THREATS STRENGTHS OPPORTUNITIES > S.W.O.T. The “ agreed by consensus “ conclusions generate Measurable Objectives.
  12. 12. Visual Store Check _ escaparate. > “ VISUAL PLANNING STRATEGY ”
  13. 13. Visual Store Check _ escaparate. PHYSICAL Shop-window UTENSILS PROMOTION TASKS : ARCHITECTURE FIXTURING OFERTA COLLECTION TIMESCALES : ENVIRONMENT SIGNAGE CONTROL Executium Premium: INSTALLATIONS CAMPAÑA INFORMATION > VISUAL PLANNING STRATEGY Tasks / Timescales / Control
  14. 14. Visual Store Check _ escaparate. A100 A 200 A 300 M 100 M 200 M 300 P 100 P 200 P 300 VISUAL A Enviroment Installations M Fixturing Signage P Collection Architecture Information Offering Campaign STATUS PHYSICAL UTENSILS PROMO Shop- window REALIZED STIMATED Spring’09 Autumn’09 HISTOGRAM comparative “ realized / estimated “ . Visual Store Check garantizes EXECUTIUM PREMIUM
  15. 15. Visual Store Check _ escaparate. > “ BENCHMARKING “
  16. 16. Visual Store Check _ escaparate.
  17. 17. Visual Store Check _ escaparate. A100 A 200 A 300 M 100 M 200 M 300 P 100 P 200 P 300 VISUAL A Enviroment Installations M Fixturing Signage P Collection Architecture Information Offering Campaign STATUS PHYSICAL UTENSILS PROMO Shop- window BENCHMARK’s Histogram Comparative : Visual Store Check allows to COMPARE the visual profiles. Identifying differences about managing Visual Strategy.
  18. 18. Visual Store Check _ escaparate. > Introduction to “ Visual Store Check “
  19. 19. Visual Store Check _ escaparate. Visual Store Check : ALIGNMENT of the VISUAL IN STORE plan and the MARKETING strategy. COHERENCE between IN STORE / EXTERNAL Communication actions. COORDINATING actions between MARKETING ( vs ) OPERATIONS. RATIONALIZING COST and INCREASING IMPACT VALUE. * To learn more about Visual Store Check http://comunicacion-in-store.blogspot.com/
  20. 20. Manuel Hormigó In-Store Marketing Consultant m_h@comunicacioninstore.com http://www.linkedin.com/pub/manuel-hormigo/b/a32/b54

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