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 : [email protected]
314,17th Main, 14 A Cross, Sector 4, HSR Layout,Bangalore, INDIA 560102
Thank You !
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