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RETAIL MARKETING
LECTURER: VALERIA VOLPONI Valeriaelisabetta volponi@gmail com Valeriaelisabetta.volponi@gmail.com

HOMEWORK

HOMEWORK
Try

to imagine: whose store is this shop window? on the use of colours Effect

Reflect

The Theatre Any

other consideration i i

INSTORE COMMUNICATION

All the instruments we can use to Inform Promote P t our merchandise h di mix i Ameliorate customer satisfaction fidelity .

and

IN STORE COMMUNICATION
Could be Custom C t made d or mass communication i ti Promoted by a retailer brand or a single store Managed directly or in partnership with marketing g companies p In store or off store

IN STORE COMMUNICATION
What Wh t can we use to t communicate i t Architecture Name Windows Entrance Signs & displays Advertising Radio and tv in store Interactive areas THESTOREISBECOMINGADIGITALMEDIA

COMMUNICATION 2.0 20
FASHION: scared to break the rules The use of new technologies g let y you: Reach new targets Reinforce your positioning Create curiosity, interest and word to mouth communication i i

COMMUNICATION 2.0 20
CRITICAL ISSUES Initial investment and costs of maintanance Training for the sales manager Reduced time for shopping

COMMUNICATION 2.0 2 0 - FASHION

Interactive windows Digital signage Interactive I t ti areas f for customization

INTERACTIVE WINDOWS
Communication 24/7, , everyday y y Those who pass in front of the store can have a look at th catalogue, the t l explore l th history the hi t of f the th brand, b d discover upcoming events, download interactive contents In some cases, it is possible to wear virtually some accessories like sunglasses and shoes Customers feel unique and recognised: they can choose to check in the store by using the interactive window, and access personal offers

INTERACTIVE WINDOWS
Special Welcome, an interactive Lcd screen, prepares personal messages, p offers, , new p proposals p for special products already bought PDA, personal digital assistant, is a small y salesperson p interactive device: every have one. It allows them recap all the informations on the customer customers s previous experience, tastes and preferences

RALPH LAUREN: MILAN & NEW YORK

He is the first fashion designer that has strongly believed in the power of digital, interactive windows In 2009, via Monte Napoleone, Milan and 867 M di Madison A Avenue N New Y k he York, h inaugurated i t d the th first Window Shopping Experience You just pass your finger on the windows and you access all the catalogue, g to select the p products and see special events (in that case it was the Wimbledon Collection)

RALPH LAUREN: MILAN AND NEW YORK

You can see and buy the entire collection, collection as if you were on line To process the order you just have to insert your email The day after you are called by a sales person that gets your credit card detail and arrange delivery Even if you dont buy, you can spend some time on the screen, reading g the history y of Wimbledon, and so on

RALPH LAUREN: MILAN AND NEW YORK

In New I N Y k another York, th step: t an interactive application, pp , accessible easily with or without your mobile phone phone, to design your own customized polo Same payment method and delivery Kids area uniform to customize schools

DIESEL MILAN
Italian denim company p y is a true p pioneer When they opened Milan flagship store, Piazza S San B bil they Babila, th h t d next hosted t generation ti L d Lcd screens They react to body movement

PINKO MILAN
Italian fashion brand, developed an interactive application to be used with any mobile phone The window changes setting according to the interaction with the customer You can see the entire collection, collection live from the catwalks

TODS TOD S MILAN

Within the windows, Lcd screens that tell the story of each product, focusing on ,q quality. y handcraft, No interaction, but a good level of recognition and uniqueness

BENETTON MILAN

Flagship store Piazza Duomo: four interactive windows, 6 metres each Advertising campaign, campaign catwalks Smartphone interaction Web site

THE ENTRANCE

Couldbeusedasameanofcommunicationthanks todigitalsignageapplications

DIGITAL SIGNAGE

Keyword for all the future forms of communication within the store Digital signage is a form of electronic display that shows i f information, ti advertising d ti i and d other th messages g on LCD, , LED, , Plasma Displays

DIGITAL SIGNAGE
PROS No need to change supports Precise message in a precise moment Less expensive Flexible: static images, sounds.and what else? videos,

PRADA FLAGSHIP STORE NEW YORK

575 di Broadway and Prince St, Soho, New York Rem Koolhaas: 40 million dollars, 2.000 square metres Incredible media coverage even before (see 9/11) One hundred celebrities and Major Rudolph Giuliani p participated p to the g grand opening p g in december 2001

PRADA FLAGSHIP STORE NEW YORK

Lower g ground: digital g signage g g applications, brand new for that time Between the shelves: interactive lcd screens that show the collection and react to any customer t passing i

PRADA FLAGSHIP STORE NEW YORK

In the fitting rooms, sliding doors realized with a new technology, t h l called ll d SggS S S Priva P i Lite, Lit that th t allows people inside see friends reactions outside t id (and ( d not t viceversa) i ) Every time you try on something, with the pad the sales person register sizes and measures, and keep it for future reference

PRADA FLAGSHIP STORE NEW YORK

Theres also Fill your Look, an application that suggest you which things suits you the most You can take pictures and send them to your friends, friends through another application called Do you like it

MITSUKOSHI SHINJUKU, MITSUKOSHI, SHINJUKU TOKYO

Interactive area dedicated to make up You choose any make up, go in front of the di it l screen, scan your face digital f and d see how h it looks on your face You can see your face with or without make up to compare up, A partnership between Mitsukoshi and Fujitsu Shiseido,

INTERACTIVE KIOSKS
To have a loyal customer: give him a unique product (see PROJECTS) The customer Th t wants t something thi recognisable i bl but b t also unique New technologies can support famous brands but also emerging designers You integrate virtual design and phisical store

NIKE ID
Originally g y a web site, , it became a specific p area within Nike Stores and Nike Towns worldwide Builds up a PROJECT with the customer A new way y to realize a p purchase: experience, p , participation, commitment

LOUIS VUITTON

Personalize your Monogram, within the store on on the website When you buy it or later Six months waiting list

AMERICAN EAGLE OUTFITTERS

Perfect example p of integration g between in and out The customer is on STAGE Ti Times S Square , november b 2009 2009, N New Y k York

3.000 square metres, 4 floors and 15 Seconds of Fame: when you buy something, you are invited to pose in a shooting studio, as a professional model. In few minutes you see your picture showed outsidein an impressive way

RALPH LAUREN, LONDON AND N.Y.

10 years of digital innovation A 4D celebration London, 1 New Bond Street and New York 888 Madison Avenue 3d images, digital sound, smell no need to wear sunglasses