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Professional Services
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Shopper Experience intelligence
RESEARCHProject
Behaviors /
TECHNICALProject
Architecture / Engineering
AESTHETICProject
Advertising / Design
COMMERCIALProject
Promoter / Leased
METHODOLOGYProject
map DNA’s
In-StoreManaging the Experience
RESEARCHProject
Behaviors /
TECHNICALProject
Architecture / Engineering
AESTHETICProject
Advertising / Design
COMMERCIALProject
Promoter / Leased
METHODOLOGYProject
map DNA’s
.-1 stepst .- 2 stepnd
EXECUTION
Project.-3 steprd
In-StoreManaging the Experience
RESEARCHProject
Behaviors / map DNA’s
.-1 stepst
map DNA’s
In-StoreManaging the Experience
+Shopper Experience
=
map DNA’s
Shopper Experience
How to build your ?
map DNA’s
Shopper Experience
How to drive your ?
map DNA’s
Shopper Experience
map ... ?DNA’s
How to represent your
map DNA’s
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
layoutBuilding blocks of
map DNA’s
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 =
map DNA’s
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 =
map DNA’s
To learn more ...
http://www.slideshare.net/manuel_hormigo/dnas-map-shoppexp
map DNA’sExclusive Tool
METHODOLOGYProject
In-StoreManaging the Experience
.- 2 stepnd
! ! !500 In-Store until ... check points ...
tu Bench.
tu Compet.
tu Tienda
! ! !In-StoreComparation ( competence / benchmark ) ...
- Establecer nítidamente ¡ TAREAS ! prioritarias .- Asignar ¡ RESPONSABILIDADES ! concretas y medibles .- Estimar ¡ TIEMPO ! objetivo para la ejecución de cada tarea .- Racionalizar ¡ INVERSION ! en elementos de Comunicación In-Store .
! ! !In-StoreIdentify & Classify Tasks ...
! ! !In-StoreWho does ... What & Why & When & How ...
Exclusive Tool
To learn more ...http://www.slideshare.net/manuel_hormigo/introduccion-visual-store-check
AESTHETICProject
Advertising / Design
In-StoreManaging the Experience
.- 3 steprd
TECHNICALProject
Architecture / Engineering
COMMERCIALProject
Promoter / Leased
EXECUTIONProject
Store-Place
.- 3 steprd EXECUTION
Project
... Archictecture / Atmosphere / Installations
lighting .
Omnichannel - on/off line . Emotional technology .
senses .
colours .
. enjoy.
engineering .
AEREO .
SOBRE el producto .
JUNTO al producto .
SUELO .
.- 3 steprd EXECUTION
Project
Store-Product... Fitting / Signage / Communication & Info
Layout & Store Planning .
Niveles Visuales .
Planograms 2D . Vistas 3D .
. Posicionamiento
. category mgment VISUAL .
. hyper real
comunicación in/out & engineering
.- 3 steprd EXECUTION
Project
Store-Promo... Sale / Collections / Campaigns & Events
Dossiers .
. Windows
.....................................REVISAR enINSTALACIONES
EVOLUCIONAR enINFORMACION
REVISAR enCOLECCION
...............................................................................................................
.....................................
.....................................
ControlPREMIUM
In-Store
Visual In Store Profile “ realized “ = Warranty of control & execution]
before ... after ... forward ...
Controlling evolution
. always together ... !!!
In-StoreCase Study ...
L u p e r ó nMaking off.
“ TAREAS PRIORITARIAS ” > actuar sobre :
AEREO .
SOBRE el producto .
JUNTO al producto .
SUELO .
NIVELES VISUALES OCUPACIONAlzado Lateral Alzado Frontal
Planta OFERTA
Descripción de elementos por Niveles Visuales / Alzado OFERTA
“ TAREAS PRIORITARIAS ” > actuar sobre :
. 2,80 m.
. 4,30 m.
. 0,00 m.
Definición de formatos y ubicación / Pasillo Central
“ TAREAS PRIORITARIAS ” > actuar sobre :
“ TAREAS PRIORITARIAS ” > actuar sobre :
Nivel Visual : Aéreo y Sobre el Producto / GRAN SEÑALIZACIÓN.
VESTIDORES
“ TAREAS PRIORITARIAS ” > actuar sobre :
Nivel Visual : Aéreo y Sobre el Producto / MEDIUM SEÑALIZACIÓN.
“ TAREAS PRIORITARIAS ” > actuar sobre :
Nivel Visual : JUNTO al producto / PEQUEÑA SEÑALIZACIÓN.
“ TAREAS PRIORITARIAS ” > actuar sobre :
“ TAREAS PRIORITARIAS ” > actuar sobre :
“ TAREAS PRIORITARIAS ” > implementación :
“ TAREAS PRIORITARIAS ” > implementación :
“ TAREAS PRIORITARIAS ” > implementación :
“ TAREAS PRIORITARIAS ” > implementación :
“ TAREAS PRIORITARIAS ” > implementación :
To learn more ...
http://www.slideshare.net/manuel_hormigo/the-best-hypermarket-in-the-world
Behind ...
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 ...
Founder
@tuareg_retail
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
Gallery “ FOOD”
Gallery “ NON FOOD”
http://comunicacion-in-store.blogspot.com/