In-store Presentation · In-store Presentation 17 Mar 2016 , Chennai. Surender Gnanaolivu, Senior...

Surender Gnanaolivu, Senior Consultant Retail Experience

In-store Presentation

17 Mar 2016 , Chennai


Agenda

NEW AGE TRENDS

1. New Age Consumer2. New Age Presentation needs

PRESENTATION CONCEPTS

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

RECAP


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


WEBROOMING vs SHOWROOMING

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

Behaviour


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


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

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

Channel Expectations


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


Agenda

NEW AGE TRENDS

1. New Age Consumer2. New Age Presentation needs

PRESENTATION CONCEPTS

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

RECAP


1. CONCEPT

2. CHOICE

3. CHANNEL

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

“Choice Anxiety”

“Channel Blurr”


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?


Retail Presentation

1. DISPLAY

2. VISUAL MERCHANDISING

3. POINT OF PURCHASE DISPLAY

A clear story told is half the product sold !


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


Institutional – Corporate message

Promotional – Merchandise message

DISPLAY WINDOWS




DISPLAY


Bergdorf Goodman

DISPLAY WINDOW Installation Institutional


Shoppers Stop



Nike window at Selfridges





DISPLAY


WINDOW PromotionalDISPLAY


Adidas



John Lewis at Waitrose stores





DISPLAY IN-STORE


Quiksilver

DISPLAY IN-STORE Focal Point Institutional


John Lewis

DISPLAY IN-STORE High Point Institutional




DISPLAY IN-STORE


Target

DISPLAY IN-STORE Focal Point Promotional


Macys

DISPLAY IN-STORE High Point Promotional


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


Manor

Visual Merchandising Department


Bloomingdales

Visual Merchandising Department


Tesco Korea

Visual Merchandising Category


APPLICATIONS…….


Typical Layout

Staple Convenience Impulse

Focal PointsHigh Points

Cluster 1 Cluster 2

Cluster 5 Cluster 4

Clu

ster 3

Windows




Cluster 1 Cluster 2

Cluster 5 Cluster 4

Clu

ster 3

• Destination Store

• Low Marketing

• Premium Hi - Fashion

Scenario 1




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 High Point

Promotional High PointInstitutional

Focal Point



Promotional High PointInstitutional

High Point




Cluster 1 Cluster 2

Cluster 5 Cluster 4

Clu

ster 3

Scenario 2

• Mall Brand Store

• High Marketing

• Value Fashion




Cluster 1 Cluster 2

Cluster 5 Cluster 4

Clu

ster 3

Scenario 2

PromotionalWindow

(Core Category 1)

PromotionalWindow

(Core Category 2)


(co-ordinated)






(co-ordinated)


(co-ordinated)Institutional High Point


(Home Page)


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)


Dealer Boards

Point-of-purchase


End Cap display

Point-of-purchase


Shelf Talkers

Point-of-purchase


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

Contact : [email protected]

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

Thank You !

In-store Presentation · In-store Presentation 17 Mar 2016 , Chennai. Surender Gnanaolivu, Senior...

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