dna's map shoppexp

& Shopper Experience

1

+Shopper Experience

=

2

+

=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

3

Shopper Experience

Do you know how to measure ... ?

4

Shopper Experience

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

5

Shopper Experience

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

6

Shopper Experience

Do you know your

DNA ... ?

7

Shopper Experience

Do you know how to represent your

map ... ?DNA’s

8

Shopper Experience

map ... ?DNA’s

What are the building blocks of

9

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

11

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

13

Shopper Experience signage

navegate

excite

differenciate

map DNA’s

building blocks of

14

analogic

digital

oral

Shopper Experience communicate

map DNA’s

building blocks of

15

collection

campaign

Shopper Experience surprise

offering

map DNA’s

building blocks of

16

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

17

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 =

18

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 =

21

RESEARCHProject

Behaviors / DNA’s ShoppExp

TECHNICALProject

Architect / Ingenieering

AESTHETICProject

Advertising / Design

COMMERCIALProject

Retailer / Supliers

METHODOLOGYProject

In-StoreManaging the Experience

22

tu Bench.

tu Compet.

tu Tienda

! ! !500until ... check points

Exclusive Tool

In-Store

23

! ! !In_Store

Exclusive Tool

Visual In-store Profile “ forecasted ”

Visual In Store Profile “ realized “

Identify tasks ( who does what ) ...

= Warranty of control & execution]

24

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

26

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

27

Gallery “ FOOD”

28

Gallery “ NON FOOD”

29

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

30