Surender Gnanaolivu, Senior Consultant Retail Experience

In-store Presentation

17 Mar 2016 , Chennai

Surender Gnanaolivu, Senior Consultant Retail Experience

Agenda

NEW AGE TRENDS

1. New Age Consumer2. New Age Presentation needs

PRESENTATION CONCEPTS

1. Display2. Visual Merchandising3. Point-of-purchase

RECAP

Surender Gnanaolivu, Senior Consultant Retail Experience

Agenda

NEW AGE TRENDS

1. New Age Consumer2. New Age Presentation needs

PRESENTATION CONCEPTS

1. Display2. Visual Merchandising3. Point-of-purchase

RECAP

Surender Gnanaolivu, Senior Consultant Retail Experience

Gen iPsychographics

India has more than 50% of its population below the age of 25 and more than 65% below the age of 35.

In 2020, the average age of an Indian will be 29 years, compared to 37 for China and 48 for Japan !

Give me information!

Insights are good!

I want it now!

I am me !

What is constant is change!

Peeps, what do you think?

• info-sight

• instancy

• individualization

• infidelity

• influence by peers

Surender Gnanaolivu, Senior Consultant Retail Experience

WEBROOMING vs SHOWROOMING

Source: Interactions Consumer Experience Markeiting Reail Perceptins. The rise of Webrooming May 2014

Behaviour

Surender Gnanaolivu, Senior Consultant Retail Experience

OFFLINE vs ONLINE

1. Touch and Feel

2. Instant fulfillment

3. Customer Service

4. Trial & Alterations

5. Shopatainment

1. Convenience

2. Range

3. Price

4. Personalized Offers

Experience Expectations

Surender Gnanaolivu, Senior Consultant Retail Experience

• SMART STORES: Offline stores using online (‘click & collect’, ‘seamless exchange’)

• EXPERIENCE CENTERS:Online stores going offline (Offer Touch & Feel)

Channel Expectations

Surender Gnanaolivu, Senior Consultant Retail Experience

ATL :TV , Print , OOH, Radio

BTL :Catchment& Store Events

Digital Marketing

Mobile

Direct MailersCRM

Retention & Loyalty Program

ONE WAY TWO WAY

PR

VM & VCVisual Merchandising: Window Display , In-

store Display Visual Communication : In-store Product &

Service Messaging

VM & VCVisual Merchandising: Window Display , In-

store Display Visual Communication : In-store Product &

Service Messaging

Marketing to the Consumer

More than 70% marketers are increasing spends on TWO WAY Marketing

Surender Gnanaolivu, Senior Consultant Retail Experience

Agenda

NEW AGE TRENDS

1. New Age Consumer2. New Age Presentation needs

PRESENTATION CONCEPTS

1. Display2. Visual Merchandising3. Point-of-purchase

RECAP

Surender Gnanaolivu, Senior Consultant Retail Experience

1. CONCEPT

2. CHOICE

3. CHANNEL

“It’s no more about what you sell, but how you sell it !”

“Choice Anxiety”

“Channel Blurr”

Surender Gnanaolivu, Senior Consultant Retail Experience

CHANNEL

CONCEPT

CHOICE

WHAT is your story?

WHO are you?

• Architecture , Store Design• Display &VM • Graphics & Communication• Marketing• Digital Tech

• Store Location Choice• Store Size Choice• Product Choice (Mass or Curated) • Service Choice (Assisted, Self, help, Phy-gital)• Customer Engagement (Co-creation,

Personalization)

• Store Design Concept • Presentation Concept • Product Design Concept• Service Concept ( type , appearance)• Brand Imagery Concept

HOW will you delivery it?

Surender Gnanaolivu, Senior Consultant Retail Experience

Retail Presentation

1. DISPLAY

2. VISUAL MERCHANDISING

3. POINT OF PURCHASE DISPLAY

A clear story told is half the product sold !

Surender Gnanaolivu, Senior Consultant Retail Experience

DISPLAY

“ The drama created around the brand/merchandise with the objective of catching the attention & interest of the shopper.”

- THE SILENT SHOWMAN

VISUAL MERCHANDISING

“ The presentation of merchandise with the objective of maximizing conversions and sale.”

- THE SILENT SALESMAN

Surender Gnanaolivu, Senior Consultant Retail Experience

DISPLAY

“ The drama created around the brand/merchandise with the objective of catching the attention & interest of the shopper.”

- THE SILENT SHOWMAN

VISUAL MERCHANDISING

“ The presentation of merchandise with the objective of maximizing conversions and sale.”

- THE SILENT SALESMAN

Surender Gnanaolivu, Senior Consultant Retail Experience

Institutional – Corporate message

Promotional – Merchandise message

DISPLAY WINDOWS

Surender Gnanaolivu, Senior Consultant Retail Experience

Institutional – Corporate message

Promotional – Merchandise message

DISPLAY

Surender Gnanaolivu, Senior Consultant Retail Experience

Bergdorf Goodman

DISPLAY WINDOW Installation Institutional

Surender Gnanaolivu, Senior Consultant Retail Experience

Shoppers Stop

DISPLAY WINDOW Installation Institutional

Surender Gnanaolivu, Senior Consultant Retail Experience

Nike window at Selfridges

DISPLAY WINDOW Installation Institutional

Surender Gnanaolivu, Senior Consultant Retail Experience

Institutional – Corporate message

Promotional – Merchandise message

DISPLAY

Surender Gnanaolivu, Senior Consultant Retail Experience

WINDOW PromotionalDISPLAY

Surender Gnanaolivu, Senior Consultant Retail Experience

Adidas

WINDOW PromotionalDISPLAY

Surender Gnanaolivu, Senior Consultant Retail Experience

John Lewis at Waitrose stores

WINDOW PromotionalDISPLAY

Surender Gnanaolivu, Senior Consultant Retail Experience

Institutional – Corporate message

Promotional – Merchandise message

DISPLAY IN-STORE

Surender Gnanaolivu, Senior Consultant Retail Experience

Institutional – Corporate message

Promotional – Merchandise message

DISPLAY IN-STORE

Surender Gnanaolivu, Senior Consultant Retail Experience

Quiksilver

DISPLAY IN-STORE Focal Point Institutional

Surender Gnanaolivu, Senior Consultant Retail Experience

John Lewis

DISPLAY IN-STORE High Point Institutional

Surender Gnanaolivu, Senior Consultant Retail Experience

Institutional – Corporate message

Promotional – Merchandise message

DISPLAY IN-STORE

Surender Gnanaolivu, Senior Consultant Retail Experience

Target

DISPLAY IN-STORE Focal Point Promotional

Surender Gnanaolivu, Senior Consultant Retail Experience

Macys

DISPLAY IN-STORE High Point Promotional

Surender Gnanaolivu, Senior Consultant Retail Experience

DISPLAY

“ The drama created around the brand/merchandise with the objective of catching the attention & interest of the shopper.”

- THE SILENT SHOWMAN

VISUAL MERCHANDISING

“ The presentation of merchandise with the objective of maximizing conversions and sale.”

- THE SILENT SALESMAN

Surender Gnanaolivu, Senior Consultant Retail Experience

Manor

Visual Merchandising Department

Surender Gnanaolivu, Senior Consultant Retail Experience

Bloomingdales

Visual Merchandising Department

Surender Gnanaolivu, Senior Consultant Retail Experience

Tesco Korea

Visual Merchandising Category

Surender Gnanaolivu, Senior Consultant Retail Experience

APPLICATIONS…….

Surender Gnanaolivu, Senior Consultant Retail Experience

Typical Layout

Staple Convenience Impulse

Focal PointsHigh Points

Cluster 1 Cluster 2

Cluster 5 Cluster 4

Clu

ster 3

Windows

Surender Gnanaolivu, Senior Consultant Retail Experience

Staple Convenience Impulse

Focal PointsHigh Points

Cluster 1 Cluster 2

Cluster 5 Cluster 4

Clu

ster 3

• Destination Store

• Low Marketing

• Premium Hi - Fashion

Scenario 1

Surender Gnanaolivu, Senior Consultant Retail Experience

Staple Convenience Impulse

Focal PointsHigh Points

Cluster 1 Cluster 2

Cluster 5 Cluster 4

Clu

ster 3

Scenario 1

Institutional Installation

Window

PromotionalWindow

Institutional Focal Point

Promotional Focal Point

(Co-ordinated Selling)

Promotional Focal Point

(Co-ordinated Selling)

Promotional Focal Point

(Co-ordinated Selling)

Promotional Focal Point

(Co-ordinated Selling)

Promotional High Point

Promotional High PointInstitutional

Focal Point

Promotional High Point

Promotional High Point

Promotional High PointInstitutional

High Point

Surender Gnanaolivu, Senior Consultant Retail Experience

Staple Convenience Impulse

Focal PointsHigh Points

Cluster 1 Cluster 2

Cluster 5 Cluster 4

Clu

ster 3

Scenario 2

• Mall Brand Store

• High Marketing

• Value Fashion

Surender Gnanaolivu, Senior Consultant Retail Experience

Staple Convenience Impulse

Focal PointsHigh Points

Cluster 1 Cluster 2

Cluster 5 Cluster 4

Clu

ster 3

Scenario 2

PromotionalWindow

(Core Category 1)

PromotionalWindow

(Core Category 2)

Promotional High Point

(co-ordinated)

Promotional High Point

Promotional High Point

Promotional Focal Point

Promotional Focal Point

Promotional High Point

(co-ordinated)

Promotional High Point

(co-ordinated)Institutional High Point

Promotional Focal Point

(Home Page)

Surender Gnanaolivu, Senior Consultant Retail Experience

POINT OF PURCHASE

“In-store marketing or advertising materials placed next to the merchandise it is promoting in locations where the purchase decision is made.”

- THE SILENT ADVERTISER

“Displays, signs, structures, and devices that are promotional and are used to identify, advertise, or merchandise an outlet, service, or product and serve as an aid to retail selling”.

- Definition From the Point-of-Purchase Advertising Institute (POPAI)

Surender Gnanaolivu, Senior Consultant Retail Experience

Dealer Boards

Point-of-purchase

Surender Gnanaolivu, Senior Consultant Retail Experience

End Cap display

Point-of-purchase

Surender Gnanaolivu, Senior Consultant Retail Experience

Shelf Talkers

Point-of-purchase

Surender Gnanaolivu, Senior Consultant Retail Experience

Blog : http//:surenderg-retail.blogspot.in/

Contact : surenderg.retail@gmail.com

314,17th Main, 14 A Cross, Sector 4, HSR Layout,Bangalore, INDIA 560102

Thank You !