delivering commercial & innovative multichannel retail experiences

Transcription

1 delivering commercial & innovative multichannel retail experiences 2-day workshop Milan 8 th -9 th May 2012 Nhow hotel, via Tortona 35 presented in English

2 Objective & relevance: >This 2 day workshop explains the importance to retailers of developing a multi-channel strategy, to maximize efficiency and sales across their business. >It investigates each important function required to deliver a multi-channel interface from the assortment structure, space allocation, store layout & web architecture, product display & communication, store and web design, social content, promotions and applying a dynamic retail calendar across physical stores, websites and mobile retail. >The workshop features many examples of international best practice, interactive exercises and time for participant discussion. >The ideal delegate would be a senior retail executive, with a direct or indirect involvement in multi-channel, as well as traditional physical store and online specialists in buying & merchandising, visual merchandising, store design, web development & design, marketing, promotions and store or multi-channel operations. agenda: 1.Multi-channel retailing today 2.Buying & Assortment Structure planning 3.Space planning & Cross-channel allocation 4.Store layout, Online architecture & the Functional journey 5.Customer Touchpoints and the Emotional Journey 6.Visual Merchandising & Product Display 7.The Multi-Channel Retail Calendar 8.Delivering the Dynamic Customer Journey 9.Social Content Return on Involvement 10.Price & Sales Promotions 11.Visual Communication the bridge between channels 12.Store Design as part of Multi-Channel Retailing 13.Retail organisation & Structure for multichannel retailing 14.Summary & Conclusions 15.Q&A 2

3 session 1: 9.30 day 1: 1. Multi-channel retailing today - what is it, and why is it so important? What is multi-channel retailing physical, on-line & mobile store Why is it important today, more than ever, in a depressed European economy? Changed people expectations Why is it currently the largest area of investment for best practice retailers? Actual Multichannel strategies The importance of retail fundamentals across channels the product is king! Harmonizing the assortment, resources and people Introduction to the functions of multi-channel retail Share common experiences of multi-channel, problems and opportunities Identify specific business goals 2. Buying & Assortment Structure planning Buying & merchandising in a multi-channel world comparing retailer offer between stores and digital channels Product mix, offer depth, price architecture strategies across channels Importance of assortment segmentation and creation of "product stories" The movement from coordinated themes to silhouettes and category heroes Innovation with product grouping across channels How to balance product stories across different channels Best seller identification, merchandising & exposure Introducing personalized assortments Coffee:

4 session 2: day 1: 3. Space planning & Cross-channel allocation The lost art of store space planning Finding the correct product density for maximizing rate of sale How to convert square metres to linear metres The principles of store grading & assortment grading How to allocate assortment across channels Maximizing stock allocation and fulfilment across channels 4. Store layout, Online architecture & the Functional journey Understanding The Purchase Funnel Avoiding hidden assortment in store and on-line The principles of modern store layout walkways, department depth, store zoning The correct allocation strategies for different areas of the space Web architecture: correctly segmenting the assortment into manageable blocks Online menus, sub-menus and drop-down menus Merchandizing The best product in the best place Maximizing the first 30% of the store Maximizing the priority assortment pages Maximizing space in e-newsletters & mobile Web architecture and profiling, interactive filtering and versioning Using intelligent space to improve the customer perception Lunch:

5 session 3: day 1: 5. Customer Touchpoints and the Emotional Journey Converting seekers into browsers into shoppers Understanding Points of Contact and Touchpoints Balancing touchpoints and assortment display across channels touchpoints in physical stores, websites and mobile windows, store entrances, range displays and product display home pages, department pages, range pages and individual product Using touchpoints correctly stick or twist! Understanding the purpose of each website level, and each store stage 6. Visual Merchandising & Product Display Seduce the customer" with the product Understanding product display across channels physical stores The importance of Teamwork on-line Everyone s a hero! - Mobile Stars in their eyes! Physical store Visual Merchandising rhythm & Balance of display - Using folded, hanging & display techniques using busts, mannequins, props and product impact On-line visual merchandising the size and balance of page displays correct use of lifestyle imagery, model shots and product cut-outs using display tools magnify, texture, 360 views and dressing rooms Cross-merchandising Avoiding the merchandise dead-end! Understanding Product Personality Journeys - Up-scaling & Adding-on Coffee:

6 session 4: day 1: 7. The Multi-Channel Retail Calendar The world of multi-channel marketing Harmonize & Dynamize How to create a modern retail calendar Using seasonality, perennial and annual events and the customer mood Bringing the product assortment to life Maximizing the sales history End day 1:

7 session 1: 9.30 day 2: 8. Delivering the Dynamic Customer Journey Delivering with simple processes, simple mechanics and smart thinking Understanding the dynamic differences between channels Applying events to customer touchpoints across channels Managing best seller merchandising across channels physical stores Rotating the squad on-line Introducing new stars Creating a promotional matrix Coffee: session 2: Social Content Return on Involvement Digital communication integrated with the physical community Community relevance for retailers 2012 return on involvement release Become large and visible with limited resources Transparency and participation The right social networks for your brand face book, twitter, e-newsletters, SMS communication, blogs, editorial Converting involvement into sales Where and when to introduce content into your site The power of customer reviews 7

8 day 2: 10. Price & Sales Promotions Pricing across channels Pricing and promotional strategies Everyday low price against price promotions Developing own-label and private label The dangers of promotional spirals Create price "heroes & haloes" Prime promotion - adding value to the assortment Lunch: session 3: Visual Communication the bridge between channels The right communication for your brand Understanding functional, emotional and promotional graphics New graphic store techniques and materials - "communication heroes" Sharing resources & imagery across channels On-line the renaissance of retail graphics 8

9 day 2: 12. Store Design as part of Multi-Channel Retailing How multi-channel is changing physical store design Building cross-channel brand boxes Investing in environments for a dynamic content Maximizing store flexibility and agility Keeping physical store costs low Multi-channel services linking stores to web and mobile Click & collect, store fulfillment The future of the store portfolio implications of multi-channel 13. Retail organisation & Structure for multichannel retailing the importance of connecting the processes of buying and selling a customer-centric culture from boardroom to stockroom the unique role of visual merchandising the development of brand 'guardians' across channels multi-channel means multi-control cross-channel VM guidelines - cross-channel VM bible "Retail is detail" - management of best sellers across channels Daily, weekly, monthly regimes Reacting to different rate of sales dynamics promotion of "best sellers" relegation of "poor sellers" consolidation of stock Coffee:

10 session 4: day 2: 14. Summary & Conclusions Retail is retail across any channel Putting channels in the hands of retailers Harmonize, Dynamize & Synchronize Harmonizing the assortment and the brand message Dynamizing each channel individually Synchronizing resources & processes 15. Q&A session Final Q&A conclusion

11 DOWNLOAD THE REGISTRATION FORM Ispira Ltd United Kingdom 81 Oxford Street, London W1D 2EU t: +44 (0) blog.ispira.com follow us Italy piazza del Popolo, Roma, Italia t: presented in English