The Retail Design And Visual Merchandising Workshop

Matt Parmaks

Description

Retail Store Design & Visual Merchandising WorkshopʹSheraton San DiegoʹFebruary 16-17, 2017 Retail SDVM Workshop San Diego, February 16-17, 2017 Retail Store Design & Visual Merchandising WorkshopʹSheraton San DiegoʹFebruary 16-17, 2017 THE RETAIL DESIGN & VISUAL MERCHANDISING WORKSHOP A 2-Day Design, Branding & Visual Merchandising Training Results That Pay Off Instantly Informative, Practical, Exciting,Actionable February 16-17, 2017 - Sheraton San Diego, CA, US Retail Store Design & Visual Merchandising WorkshopʹSheraton San DiegoʹFebruary 16-17, 2017 Retail sales are a function of making an emotional connection with the customer on a level that makes them want to take a piece of your store±your brand±home with them.:KHWKHU \RX¶UH D Fortune 500 company, or the Shop Around the Corner, your customers need to know and understand you. Theywant to engage with you and experience your brand through the shopping experience. Whatdo your stores say about you?Do they engage the customer?Do they excite the customer?'R WKH\ DVVLVW WKH FXVWRPHU LQ ILQGLQJ ZKDW WKH\¶UH ORRNLQJ IRU TXLFNO\ DQG HDVLO\" Is your store environment your best salesperson?It should be.

Informations

• Publié par: seorumer
• Publié le: 21 janvier 2017
• Nombre de lectures: 5
• Langue: English
• Poids de l'ouvrage: 1 Mo

Extrait

Retail Store Design & Visual Merchandising Workshop–Sheraton San Diego–February 16-17, 2017

Retail SDVM Workshop

San Diego, February 16-17, 2017

Retail Store Design & Visual Merchandising Workshop–Sheraton San Diego–February 16-17, 2017 THE RETAIL DESIGN & VISUAL MERCHANDISING WORKSHOP A 2-Day Design, Branding & Visual Merchandising Training Results That Pay Off InstantlyInformative, Practical, Exciting,Actionable February 16-17, 2017 - Sheraton San Diego, CA, US

Retail Store Design & Visual Merchandising Workshop–Sheraton San Diego–February 16-17, 2017

Retail sales are a function of making an emotional connection with the customer on a level that makes them want to take a piece of your store–your brand–home with them.Whether you’re a Fortune 500 company, or the Shop Around the Corner, your customers need to know and understand you. They want to engage with you and experience your brand through the shopping experience. What do your stores say about you? Do they engage the customer? Do they excite the customer?Do they assist the customer in finding what they’re looking for quickly and easily? Is your store environment your best salesperson? It should be.In this workshop, you’ll discover:

How to define your Brand, and design a store environment that becomes a Brand Experience;

How to space plan a store that is efficient, engaging, and easy to shop;

How to create Merchandising stories that encourages up-selling and interest in groups of products;

How to find and select display fixtures that validate the quality and value of the merchandise and assist in a graceful customer/salesperson interaction;

How to create a Signage and Graphics program that supports your brand, communicates offerings and policies, and assists the customer in the shopping process;

How to create Window Displays that are dramatic, powerful, and engaging;

How to design an efficient lighting program that makes product pop;

How to make Color and Materials selections that support your brand image, are durable and maintainable, and support the presentation of your products;

PROGRAM OUTLINE

How to design a logo, mark, and tagline that are memorable, concise, and that reinforce the brand.

 What is a brand, and why should I define that before designing anything?

 Everyone is subconsciously evaluating a store design as they shop and measuring it against a predetermined list of values, needs, and wants

The Value Equation / Brand Benefit

 Brands vs. Commodities

 Describing your brand: Core Brand Characteristics

Branding

Introduction

brand is to a company as a A personality is to a person

create loyalty, Brands commodities compete on price and product

 Brand DNA is largely the same–it’s the few rungs of the DNA ladder that are different from your competitors that define you within the marketplace

 DMSRetail's perspective on Visual Merchandising

 An emotional response that leads to sales–customers buy on emotion, justify by logic

Retail Store Design & Visual Merchandising Workshop–Sheraton San Diego–February 16-17, 2017

 Are you a retail expert? You are when you shop...

personal connection between retailer and customer A

 What is Retail really all about, and how does that affect your design?

Retail Store Design & Visual Merchandising Workshop–Sheraton San Diego–February 16-17, 2017

 Customer Demographics & Psychographics

 Emotional Connections / Desired Emotional Response

 What are you really selling? (Hint:It’s not the “stuff”)

Corporate Identity

 Naming

of Names Types

to choose / evaluate a name How

(1) Is it memorable?

(2) Is it easy to say and spell?

(3) Does it speak to what you do, or at least conjure up a feeling?

(4) Do you, or can you own it?

 Logos

by the same criteria as the Evaluating store design

old logos Updating –when and why to update (or not)

Do’s and Don’ts in application

 Marks

 When to use one and why

 Composition with the Logo

 Taglines

 When to use one and why

How long/short they should be

Retail Store Design & Visual Merchandising Workshop–Sheraton San Diego–February 16-17, 2017

 Composition with the Logo

 The importance of consistency

the customer by sending mixed messages Confusing

Design Basics

 Intro/Overview of Space Planning, Merchandising, Fixtures and Casework, Signs and Graphics, Lighting, Colors and Materials, and Corporate Identity

Programming

 Objectives

 List of Stories to be Told

 Message Hierarchy

 Product/Service Mix

Form: This Space Should Feel…

 Screens/Design Criteria

 Image Boards

BREAK OUT EXERCISE: CREATING IMAGE BOARDS

 Break into groups of 5 to 6 people each; provide stacks of photos for groups to combine into a collage image board for a store design

Space Planning

 Plotting the Story

Defining the “Givens”

 Bubble Diagrams

 Sight Lines

Access/Traffic Flow

Retail Store Design & Visual Merchandising Workshop–Sheraton San Diego–February 16-17, 2017

 Placing walls, changes in levels, fixtures, signage, and POS

Visual Merchandising

 Telling a Story --creating a “stage set” of props wherein a story is told about the products and their place in your life

 Display vs. Stock–levels of presentation and their effective use

 Negative Space–creating a sense of separation and relief between merchandising stories

 Cross-Merchandising–upselling customers to groups of products as opposed to individual products

Casework & Fixtures

 Purchasing vs. Custom

 Flexibility

 Style

 Custom options to your brand image

 Unique circumstances

consistency with not being the Balancing “brand x fixture store”

The quality of the fixtures needs to match the quality of the merchandise

Signs and Graphics

 Creating a Comprehensive Sign Program

The 200’-20’-2’ Rule

 Way Finding

 Lifestyle Graphics

 Informational Signage

Types of Sign Media

Retail Store Design & Visual Merchandising Workshop–Sheraton San Diego–February 16-17, 2017

 Print

 3d

 Internally Illuminated

 Digital

BREAK OUT EXERCISE: CREATING A VISUAL MERCHANDISING DISPLAY

 Break into groups of 5 to 6 people each; provide each group with a product to be featured (Apple iPod), and a list of details about that product that need to be communicated to the customer. Have each group sketch up a planogram for a visual merchandising display that achieves everything on the list in some way. Have each group present their solution to the class.

Window Displays

 When to do them, how, and how deep

 When graphics are better than product display

Lighting

 Creating a Lighting Program

Ambient / General Illumination

Feature lighting

Thematic / Theatrical Lighting

 Types of Fixtures and Lamps–Overview:

Line Voltage

Low Voltage

Fluorescent

Halogen

Retail Store Design & Visual Merchandising Workshop–Sheraton San Diego–February 16-17, 2017

Ceramic Metal Halide

HID

LED

Fiber Optic

Colors and Materials Selections

 Basics: color, texture (visual or physical), quality, durability, customer touch-points, affect on customer pace

 Using complementary colors to make things pop

 Where to put your money

Questions?

Conclusion

Whether you plan to design your stores yourself, or you just want to better understand how to evaluate the effectiveness of your shopping environment and experience, this workshop will give you the foundation you need to achieve the fundamental goal of any store design or visual merchandising effort–to increase sales.

Retail Store Design & Visual Merchandising Workshop–Sheraton San Diego–February 16-17, 2017

Who Should Attend: Store Design and Construction Managers, Visual merchandisers, Store Owners, Merchandising Managers and Anyone who has interest and/or responsibility in design, branding and visual merchandising.

Why You Should Attend:

Practical, applicable and actionable contentdelivered by top experts in Retail Design and Visual Merchandising to drive engaging visuals and store layout to elevate customer experience.

Value:Apart from acquiring state-of-the-art knowledge, participants will enjoy a 30-Day unlimited Q&A through email after the workshop (A $1,000 value by itself)

ROI:Return on investment can be as high as 1,000 times the registration fee based on your company revenues.

Guarantee:If you feel that for whatever reason this workshop is not suitable to your needs by the end of the first morning, we will refund your registration fee right on the spot.

Lifetime Membership in Retail Business Academy. (Value: Priceless, at the moment,

membership is $97/month.)

Duration: 2-Days (typically, 9am-5pm)

Registration Fees:

Individual Rate:US$1,995.00($2,495if you pay at the door - subject to availability)

Group Rate:US$1,795.00(Minimum of 3 people from the same company)

Groups of 6 or more, please inquire at ([e-mail]) or call [phone]

Retail Store Design & Visual Merchandising Workshop–Sheraton San Diego–February 16-17, 2017

Workshop fees include presentations, practical exercises and case studies, continental breakfast, full lunch, all-day refreshments, all workshop materials and all take away materials.

Current Dates & Locations:

Dates & Locations

February 16-17, 2017

Sheraton San Diego

San Diego, CA, US

Individual ($1,995)

Group ($1,795)