PRODUCT ENVIRONEMENT. As the brand messenger and product support

Transcription

1 1 PRODUCT ENVIRONEMENT As the brand messenger and product support By: Gabriela BYRDE, Consultant in product design and development, International Trade Centre Date: 21 May 2014

2 2 Full concept Promotional & Marketing Tools Packagging Products THE BRAND Media Retail shop

3 3 Product environment and support The product is the core aspect of the brand as it is the main income generator, however, without an appropriate environement, client may not even notice the product The prodcut environement is the main sign of the brand, it illustrates the brand univers and codes All aspects of the product environment contribute to better sell the products and promote the brand a. Marketing tools: Catalogue, website, flyers, etc. b. Packagging: Bags, tags, c. Merchandising: store decoration, window scenography, product display, booth decoration

4 4 The Training Agenda A. Product Support 1. Brand Graphic Chart 2. Sales Kit Design B. Trade Shows Booth Layout 1. Internal Analysis 2. External Analysis C. Stores Product Display 1. Collection Development Steps 2. Collection Planning 3. Product Designing

5 5 Product Sale Support Sales kit in line with the company brand identity

6 What is a «Sale Kit»? A sales kit is a key ingredient for marketing your business, when you meet with potential new clients, follow up on leads, and meet with people at trade shows. The purpose of a sales kit is to develop a flexible marketing package that explains who you are, what you do, what you are doing better than other companies, and specific details for each of your products. Also, it is important that it carries your essential brand codes.

7 The company brand codes into the «sales kit» Sales kit more or less includes the followings: Business cards Flyers Hang tags Brochure Banners - posters Web site Catalogue / CD-ROM Price list Contact sheets Order form Letters Invoices These are very important to carry and communicate about your brand image, values and products Less important in terms of image, but you will give a professional image if they still carry some of your brand codes: logo, a type of police, colours, etc.

8 Taking pictures Good products can look awful on bad pictures Bad products may look amazing on good pictures The best in something in between and be true.

9 Few tips to take good pictures without being a great photographer: Have a reasonable good camera borrow from friends Do NEVER use flash especially with silk that will shine Shooting your photos during the day will grant the best results. after 3-4 pm, the light is softer and give better results in terms of colours and shades Take pictures in a nice setting, representative of your brand or collection atmosphere A CLEAN white background looks good since it creates a focus on the object itself. However, do not use wrapped fabrics as «fabrics on fabrics does not work better use a background that contrast with the product type Taking a detailed photo? Use the Flower setting: especially for jewelleries and products details A set of photos showing the variety of colours will make the product look richer and more attractive Show the product in its natural environment and how it will be used Take pictures in different angle, you never know which one comes out best Remember dark and light contrast for a stronger atmosphere

10 17 Shop visual merchandizing Layout and product display Websites: fr.slideshare.net/debratemplar/visualmerchandising-for-small-retailers

11 18 Impact of the visual 83% Sight 11% Hearing 3.5% Smell 1.5% Touch 1% Taste

12 19 First impression First impressions are formes within the first 10 seconds Worst Costumers remember vividly the impression, Not the best impression so keep your shop: Clear - organized Attractive Keep it clean

13 Store front & window 20 In any store design the look of the storefront is very important. The entrance reflects the personality of the store and gives a glimpse of the merchandise available inside. The customer has only a few seconds to view and be attracted by your displays, the message should thus be very clear and attractive: The story behind your collection The type of products Fow which target buyers Your visual philosophy should replicate a billboard: make it bold, colourful, and simple

14 West Store layouts 21 Layouts steps 1.Draw a plan of your store. North 2. Look for the most visual points in the store these are where you position your key statements/points of interest. It is recommended to use the North-South, East-West principle to get interest throughout the store South East

15 Store layouts Store Areas Based on these, categories your set up Category A: Most visual part: Have products that sells (where you expect to get 50% of your sales) Category B: Rest of collection Line with good potential Category C: Not necessarily products that sales, but products you want to get clients attention on (e.g. image products) Category A Category C Also check that the fixed fittings in each category area are appropriate for the product type. Category B

16 Store layouts Store Furnishing Then draw on the fixtures trying to maintain a balanced, symmetrical plan as far as possible 5. Use walls to get volume of product onto shelving or rails. Keep floors lighter ensuring there is sufficient walkway space. Minimum width of 1 meter, even in smallest shops, ideally 1.2 m. 6. Keep lower fixtures to the front and work up in height as you go back to aid visibility though the store BRANDING GRAPHIC Cash Desk Story

17 Store layouts Use of walls Have an efficient use of your walls Category A: Most visual part: Have products that sells (where you expect to get 50% of your sales) Category B: Rest of collection Line with good potential Category C BRANDING GRAPHIC Category C: Product support pictures, desired objects, logo Category A FP Category B

18 Store layouts Visual layout Everything should be visible from the first sight, no hidden corners or furniture that stops the vision to go through At the back: Use the wall hight BRANDING GRAPHIC Back = High In between: Have tables with At the front: Have a fixture that does not stop vision, a story that present and gather all products available in the shop In between = Middle Front = Low

19 Scarves Scarves Store layout product segmentation 26 The basic principles of product display start with product segmentation, which brings order and clear vision of your product offering Accessories BRANDING GRAPHIC Accessories There are several approaches to store organization and produce display: Most common is to display similar products from the same category, all in the same area. Cash Desk Story Home Dec. Home Dec.

20 Theme 2 Teme 2 Store layout product segmentation 27 Cross Merchandising, your product offering will be With this method, diverse products like apparel, scarves, bags, home textiles, etc., which all reflect the same theme, are displayed together in a room setting. Theme 3. BRANDING GRAPHIC Theme 1 Theme 1 Theme 3 Story

21 Theme 2 Teme 2 Store layouts Focal Points 28 Focal points A focal point attracts customers to an area, supports the product on offer and sells the outfit/s. Ideally position centrally on the wall. Try to create a feature point on each wall. When you have a long run of the same fixture, it pays to break it up by creating a strong central feature/story. Use desirable objects or pictures that tell about your collection theme, its atmosphere, inspiration source, etc. All the supporting material enhancing the streamlined, suiting look of your product offering. Theme 3. FP FP BRANDING GRAPHIC Cash Desk Story FP Theme 1 Theme 1 FP Theme 3

22 Store layouts Focal Points 29

23 Merchandising Techniques 30 Merchandizing is all about balance: balance of colours, balanced layout, etc. so that client eyes are pleased. There are several techniques used to deliver great merchandising solutions: Creating themes/stories Co-ordination Blocking by style/type Using colour (complementary or contrasting) Symmetry and balance Repetition Triangular grouping

24 Merchandising Techniques 31 Creating themes/stories: Display based on a story or collection them, where all products are mixed

25 Merchandising Techniques 32 Co-ordinated Colour Story: Set of products from the same colour range theme per area (e.g. play with temperature contrasts: cool/warm/neutral,

26 Merchandising Techniques 33 Blocking by style/type Same product type, such as scarves, bags, etc.

27 Merchandising Techniques 34 Using colour (complementary or contrasting)

28 Merchandising Techniques 35 Symmetry and balance Formal balance Informal balance

29 Merchandising Techniques 36 Repetition

30 Merchandising Techniques 37 Triangular formation

31 38 TRADE SHOWS BOOTH Product display under single or joint pavillion

32 39 What Makes People Stop at Your Booth Has a product I m interested in / Has a solution to my needs Past relationship Friendliness/Approachability of staff Competitive comparison Booth size Food or Giveaways Special attractions Highest importance High importance High importance High importance Medium importance Low importance Low importance

33 Trade Shows Booth Display Rules 40 Trade show booth is essence of the shop; it therefore follows the same layout rules and merchandizing techniques, but exaggerated to be more cost efficient: Big branding signage Dramatic and original concept Clear image of your brand identity Super organized layout, Strict product segmentations Harmonious but still interesting product display

34 Few Additional Tips 41 The booth is your product support. It highlights your brand values and your inspiration source Design a booth that is memorable and evokes emotion to event attendees. Give a full experience, not a passive sales pitch Create a Wouah! Have something unexpected, a great installation, something that makes people stop and look at your booth Have the booth open and welcoming for visitors. Avoid having shelves or tables that hinder visitors from entering the booth Create a suitable traffic flow, so visitors can get in and also see a way out. People tend to skip trade show booths that have only one entrance that is also the exit A booth should feel comfortable to customers. If people feel comfortable, they are more likely to spend time in the booth, and this increases your chance of making a sale Create height in your booth. Some companies make the mistake of laying everything out flat on a table Use lights to create intense atmosphere and to highlights products: high light and dark contrast

35 Examples of Great Booths Wouah!! Emotional atmosphere 42 Simple and clear but still original Strong corporate Identity

36 Product Display on a Joint Booth 43 If possible, brand your area If place is restricted, display best potential products only and latest collection, Show 1-2 colours for each design keep stock of other products down, but still easily reachable Segment products per collection themes and colour ranges If no proper collection, product could be segmented by colours ranges: cool colours together, warm colours, neutral tones neutral tones, black and white are always very attractive and successful Have your promotional material prominently display so as to easily communicate about your brand Neutral colours Warm colours Cood colours

37 Examples of Great Booths 44

38 CAMBODIAN BOOTH CAMBODIAN CRAFT VILLAGE

39 CAMBODIAN BOOTH CAMBODIAN CRAFT VILLAGE

40 Cambodian High Value Silk Booth Concept 47