& Shopper Experience

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+Shopper Experience

=

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+

=Tools for measuring

Shopper Experience ... ?

Balance Score Card Ratios / Indexes / Frequencies

24 hour recall / Post-campaignsInfacts / Trackings

Awareness / Top of mindG.R.P´s / O.T.S´s ... etc.

Customer BehaviorFocus GroupMystery Shopping

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Shopper Experience

Do you know how to measure ... ?

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Shopper Experience

How do you build your in-store ... ?

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Shopper Experience

How do you drive your in-store ... ?

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Shopper Experience

Do you know your

DNA ... ?

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Shopper Experience

Do you know how to represent your

map ... ?DNA’s

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Shopper Experience

map ... ?DNA’s

What are the building blocks of

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storefront

in-store

icons

Shopper Experience

map DNA’sarchitecture

building blocks of

10

senses 1&2

senses 3

senses 4&5

Shopper Experience atmosphere

map DNA’s

building blocks of

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easy

green

enjoy

Shopper Experience installations

map DNA’s

building blocks of

12

Shopper Experience

fixture

links

cross

layout

map DNA’s

building blocks of

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Shopper Experience signage

navegate

excite

differenciate

map DNA’s

building blocks of

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analogic

digital

oral

Shopper Experience communicate

map DNA’s

building blocks of

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collection

campaign

Shopper Experience surprise

offering

map DNA’s

building blocks of

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storefront

in-store

icons

collection

campaign

easy

green analogic

digitalenjoy

oral

Shopper Experience

map DNA’ssurprisesignageinstallationsatmospherearchitecture

> ------------ Place ------------- <> ------------ Product ----------- < > Promo <STORE =

senses 1&2

senses 3

senses 4&5

communicate

offeringnavegate

excite

differenciate

fixture

links

cross

layout

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for xample :

Shopper Experience

map DNA’ssurprisesignageinstallationsatmospherearchitecture communicate

storefront

in-store

icons

collection

campaign

easy

green analogic

digitalenjoy

oralsenses 1&2

senses 3

senses 4&5

offeringnavegate

excite

differenciate

fixture

links

cross

layout

storefront

in-store

icons

collection

campaign

easy

green analogic

digitalenjoy

oralsenses 1&2

senses 3

senses 4&5

offeringnavegate

excite

differenciate

fixture

links

cross

> ------------ Place ------------- <> ------------ Product ----------- < > Promo <STORE =

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for xample :

Shopper Experience

map DNA’s

storefront

in-store

icons

collection

campaign

easy

green analogic

digitalenjoy

oral

surprisesignageinstallationsatmospherearchitecture communicate

offeringnavegate

excite

differenciate

fixture

links

cross

layout

senses 1&2

senses 3

senses 4&5

storefront

in-store

icons

collection

campaign

easy

green analogic

digitalenjoy

oralsenses 1&2

senses 3

senses 4&5

offeringnavegate

excite

differenciate

fixture

links

cross

> ------------ Place ------------- <> ------------ Product ----------- < > Promo <STORE =

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for xample :

Shopper Experience

map DNA’s

storefront

in-store

icons

collection

campaign

easy

green analogic

digitalenjoy

oral

surprisesignageinstallationsatmospherearchitecture

senses 1&2

senses 3

senses 4&5

communicate

offeringnavegate

excite

differenciate

fixture

links

cross

layout

storefront

in-store

icons

collection

campaign

easy

green analogic

digitalenjoy

oralsenses 1&2

senses 3

senses 4&5

offeringnavegate

excite

differenciate

fixture

links

cross

> ------------ Place ------------- <> ------------ Product ----------- < > Promo <STORE =

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for xample :

Shopper Experience

map DNA’s

storefront

in-store

icons

offering

collection

campaign

easy

green

navegate

analogic

digitalenjoy excite

oral

differenciate

surprisecommunicatesignageinstallationsatmospherearchitecture

convenience store

senses 1&2

senses 3

senses 4&5

fixture

links

cross

layout

storefront

in-store

icons

collection

campaign

easy

green analogic

digitalenjoy

oralsenses 1&2

senses 3

senses 4&5

offeringnavegate

excite

differenciate

fixture

links

cross

> ------------ Place ------------- <> ------------ Product ----------- < > Promo <STORE =

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RESEARCHProject

Behaviors / DNA’s ShoppExp

TECHNICALProject

Architect / Ingenieering

AESTHETICProject

Advertising / Design

COMMERCIALProject

Retailer / Supliers

METHODOLOGYProject

In-StoreManaging the Experience

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tu Bench.

tu Compet.

tu Tienda

! ! !500until ... check points

Exclusive Tool

In-Store

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! ! !In_Store

Exclusive Tool

Visual In-store Profile “ forecasted ”

Visual In Store Profile “ realized “

Identify tasks ( who does what ) ...

= Warranty of control & execution]

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Behind ...25

Ferretería CUESTA

- 1982. started in Cortefiel Group. Managing visual merchanSiding of FASHION stores and windows.

- 1990. joined for PRYCA opening at his hometown Zaragoza (Spain).

- 1998. was appointed National Manager “ Visual In Store " From the Headquarters in Madrid leads the evolution of Visual Communication In-Store Hypermarkets from Continente & Pryca to Carrefour.

- 2001. founded his own Consultant IN-STORE. working along of Europe, USA, Middle East and South America. His exclusive feature is the Visual Audit Store Process : VISUAL STORE CHECK & Visual Project Management

- 2011. was elected President for Retail Design Institute - Spain

Manuel Hormigó

http://www.marketingcomunidad.com/author/Hormigo

http://www.slideshare.net/manuel_hormigo

http://www.retaildesigninstitute.org/member/1301

Manuel Hormigó

To learn more ...

Retail Designer & Founder

@tuareg_retail

m_h@comunicacioninstore.com

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Ferretería CUESTA

Portfolio & Collaboration

http://www.marketingcomunidad.com/author/Hormigo

http://www.linkedin.com/pub/manuel-hormigo/b/a32/b54

http://www.retaildesigninstitute.org/member/1301

New York

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Gallery “ FOOD”

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Gallery “ NON FOOD”

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http://comunicacion-in-store.blogspot.com/

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