Presentation 17 Mar 2016 , Chennai Surender Gnanaolivu, Senior - - PowerPoint PPT Presentation

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Presentation 17 Mar 2016 , Chennai Surender Gnanaolivu, Senior - - PowerPoint PPT Presentation

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In-store Presentation 17 Mar 2016 , Chennai Surender Gnanaolivu, Senior Consultant Retail Experience Agenda NEW AGE TRENDS 1. New Age Consumer 2. New Age Presentation needs PRESENTATION CONCEPTS 1. Display 2. Visual Merchandising 3.

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Surender Gnanaolivu, Senior Consultant Retail Experience

In-store Presentation

17 Mar 2016 , Chennai

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Surender Gnanaolivu, Senior Consultant Retail Experience

Agenda

NEW AGE TRENDS

  • 1. New Age Consumer
  • 2. New Age Presentation needs

PRESENTATION CONCEPTS

  • 1. Display
  • 2. Visual Merchandising
  • 3. Point-of-purchase

RECAP

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Surender Gnanaolivu, Senior Consultant Retail Experience

Agenda

NEW AGE TRENDS

  • 1. New Age Consumer
  • 2. New Age Presentation needs

PRESENTATION CONCEPTS

  • 1. Display
  • 2. Visual Merchandising
  • 3. Point-of-purchase

RECAP

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Surender Gnanaolivu, Senior Consultant Retail Experience

Gen i

Psychographics

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
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Surender Gnanaolivu, Senior Consultant Retail Experience

WEBROOMING vs SHOWROOMING

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

Behaviour

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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

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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

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Surender Gnanaolivu, Senior Consultant Retail Experience

ATL :

TV , Print , OOH, Radio

BTL :

Catchment& Store Events

Digital Marketing Mobile Direct Mailers CRM

Retention & Loyalty Program

ONE WAY TWO WAY

PR VM & VC

Visual Merchandising: Window Display , In- store Display Visual Communication : In-store Product & Service Messaging

VM & VC

Visual 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

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Surender Gnanaolivu, Senior Consultant Retail Experience

Agenda

NEW AGE TRENDS

  • 1. New Age Consumer
  • 2. New Age Presentation needs

PRESENTATION CONCEPTS

  • 1. Display
  • 2. Visual Merchandising
  • 3. Point-of-purchase

RECAP

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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”

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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?

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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 !

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Surender Gnanaolivu, Senior Consultant Retail Experience

DISPLAY “ The drama created around the brand/merchandise with the

  • bjective 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
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Surender Gnanaolivu, Senior Consultant Retail Experience

DISPLAY “ The drama created around the brand/merchandise with the

  • bjective 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
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Surender Gnanaolivu, Senior Consultant Retail Experience

Institutional – Corporate message Promotional – Merchandise message

DISPLAY WINDOWS

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Surender Gnanaolivu, Senior Consultant Retail Experience

Institutional – Corporate message Promotional – Merchandise message

DISPLAY

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Surender Gnanaolivu, Senior Consultant Retail Experience

Bergdorf Goodman

DISPLAY

WINDOW Installation Institutional

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Surender Gnanaolivu, Senior Consultant Retail Experience

Shoppers Stop

DISPLAY

WINDOW Installation Institutional

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Surender Gnanaolivu, Senior Consultant Retail Experience

Nike window at Selfridges

DISPLAY

WINDOW Installation Institutional

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Surender Gnanaolivu, Senior Consultant Retail Experience

Institutional – Corporate message Promotional – Merchandise message

DISPLAY

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Surender Gnanaolivu, Senior Consultant Retail Experience

WINDOW Promotional

DISPLAY

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Surender Gnanaolivu, Senior Consultant Retail Experience

Adidas WINDOW Promotional

DISPLAY

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Surender Gnanaolivu, Senior Consultant Retail Experience

John Lewis at Waitrose stores WINDOW Promotional

DISPLAY

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Surender Gnanaolivu, Senior Consultant Retail Experience

Institutional – Corporate message Promotional – Merchandise message

DISPLAY IN-STORE

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Surender Gnanaolivu, Senior Consultant Retail Experience

Institutional – Corporate message Promotional – Merchandise message

DISPLAY IN-STORE

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Surender Gnanaolivu, Senior Consultant Retail Experience

Quiksilver

DISPLAY

IN-STORE Focal Point Institutional

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Surender Gnanaolivu, Senior Consultant Retail Experience

John Lewis

DISPLAY

IN-STORE High Point Institutional

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Surender Gnanaolivu, Senior Consultant Retail Experience

Institutional – Corporate message Promotional – Merchandise message

DISPLAY IN-STORE

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Surender Gnanaolivu, Senior Consultant Retail Experience

Target

DISPLAY

IN-STORE Focal Point Promotional

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Surender Gnanaolivu, Senior Consultant Retail Experience

Macys

DISPLAY

IN-STORE High Point Promotional

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Surender Gnanaolivu, Senior Consultant Retail Experience

DISPLAY “ The drama created around the brand/merchandise with the

  • bjective 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
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Surender Gnanaolivu, Senior Consultant Retail Experience

Manor

Visual Merchandising

Department

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Surender Gnanaolivu, Senior Consultant Retail Experience

Bloomingdales

Visual Merchandising

Department

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Surender Gnanaolivu, Senior Consultant Retail Experience

Tesco Korea

Visual Merchandising

Category

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Surender Gnanaolivu, Senior Consultant Retail Experience

APPLICATIONS…….

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Surender Gnanaolivu, Senior Consultant Retail Experience

Typical Layout

Staple Convenience Impulse Focal Points High Points

Cluster 1 Cluster 2 Cluster 5 Cluster 4 Cluster 3

Windows

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Surender Gnanaolivu, Senior Consultant Retail Experience

Staple Convenience Impulse Focal Points High Points

Cluster 1 Cluster 2 Cluster 5 Cluster 4 Cluster 3

  • Destination Store
  • Low Marketing
  • Premium Hi - Fashion

Scenario 1

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Surender Gnanaolivu, Senior Consultant Retail Experience

Staple Convenience Impulse Focal Points High Points

Cluster 1 Cluster 2 Cluster 5 Cluster 4 Cluster 3

Scenario 1

Institutional Installation Window Promotional Window 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 Point Institutional Focal Point Promotional High Point Promotional High Point Promotional High Point Institutional High Point

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Surender Gnanaolivu, Senior Consultant Retail Experience

Staple Convenience Impulse Focal Points High Points

Cluster 1 Cluster 2 Cluster 5 Cluster 4 Cluster 3

Scenario 2

  • Mall Brand Store
  • High Marketing
  • Value Fashion
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Surender Gnanaolivu, Senior Consultant Retail Experience

Staple Convenience Impulse Focal Points High Points

Cluster 1 Cluster 2 Cluster 5 Cluster 4 Cluster 3

Scenario 2

Promotional Window (Core Category 1) Promotional Window (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)

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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)
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Surender Gnanaolivu, Senior Consultant Retail Experience

Dealer Boards

Point-of-purchase

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Surender Gnanaolivu, Senior Consultant Retail Experience

End Cap display

Point-of-purchase

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Surender Gnanaolivu, Senior Consultant Retail Experience

Shelf Talkers

Point-of-purchase

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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 !