dna's map shoppexp
TRANSCRIPT
& 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
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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
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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 =
19
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 =
20
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
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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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