The Retail Design & Visual Merchandising Workshop

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THE RETAIL DESIGN & VISUAL MERCHANDISING WORKSHOP
A 2-Day Design, Branding & Visual Merchandising Training
Results That Pay Off Instantly – Informative, Practical, Exciting, Actionable

December 10-11, 2017 – Sheraton Dubai Creek, Dubai, AE
(See bottom of page for other dates and locations and registration buttons)

Workshop Starts in:

Retail sales are a function of making an emotional connection with the customer on a level that makes them want to take a piece of your store – your brand – home with them.  Whether you’re a Fortune 500 company, or the Shop Around the Corner, your customers need to know and understand you.  They want to engage with you and experience your brand through the shopping experience. 

What do your stores say about you?  Do they engage the customer?  Do they excite the customer?  Do they assist the customer in finding what they’re looking for quickly and easily?  Is your store environment your best salesperson?  It should be.  In this workshop you’ll discover:

Checkmark How to define your Brand, and design a store environment that becomes a Brand Experience;

Checkmark How to space plan a store that is efficient, engaging, and easy to shop;Shopping Mall

Checkmark How to create Merchandising stories that encourages up-selling and interest in groups of products;

Checkmark How to find and select display fixtures that validate the quality and value of the merchandise and assist in a graceful customer/salesperson interaction;

Checkmark How to create a Signage and Graphics program that supports your brand, communicates offerings and policies, and assists the customer in the shopping process;

Checkmark How to create Window Displays that are dramatic, powerful, and engaging;

Checkmark How to design an efficient lighting program that makes product pop;

Checkmark How to make Color and Materials selections that support your brand image, are durable and maintainable, and support the presentation of your products; 

Checkmark How to design a logo, mark, and tagline that are memorable, concise, and that reinforce the brand.

PROGRAM OUTLINE

Introduction

DMSRetail’s perspective on Visual Merchandising

Are you a retail expert? You are when you shop… Everyone is subconsciously evaluating a store design as they shop and measuring it against a predetermined list of values, needs, and wants

What is Retail really all about, and how does that affect your design? A personal connection between retailer and customer. An emotional response that leads to sales – customers buy on emotion, justify by logic

BrandingJewellery Display

What is a brand, and why should I define that before designing anything? A brand is to a company as a personality is to a person

Brands vs. Commodities: Brands create loyalty, commodities compete on price and product

Describing your brand: Core Brand Characteristics – Brand DNA is largely the same – it’s the few rungs of the DNA ladder that are different from your competitors that define you within the marketplace

The Value Equation / Brand Benefit

Customer Demographics & Psychographics

Emotional Connections / Desired Emotional Response

What are you really selling?  (Hint:  It’s not the “stuff”)

Corporate Identity

Naming – Types of Names – How to choose / evaluate a name
(1)  Is it memorable?
(2)  Is it easy to say and spell?
(3)  Does it speak to what you do, or at least conjure up a feeling?
(4)  Do you, or can you own it?

Logos – Evaluating by the same criteria as the store design – Updating old logos – when and why to update (or not) – Do’s and Don’ts in application

Marks – When to use one and why – Composition with the Logo

Taglines – When to use one and why – How long/short they should be – Composition with the Logo

The importance of consistency – Confusing the customer by sending mixed messages

Design Basics

Pottery Display

Intro/Overview of Space Planning, Merchandising, Fixtures and Casework, Signs and Graphics, Lighting, Colors and Materials, and Corporate Identity

Programming
    Objectives
    List of Stories to be Told
    Message Hierarchy
    Product/Service Mix
    Form: This Space Should Feel…
     Screens/Design Criteria
    Image Boards

BREAK OUT EXERCISE:  CREATING IMAGE BOARDS
  Break into groups of 5 to 6 people each; provide stacks of photos for groups to combine into a collage image board for a store design

Space Planning
    Plotting the Story
    Defining the “Givens”
    Bubble Diagrams
    Sight Lines
    Access/Traffic Flow
     Placing walls, changes in levels, fixtures, signage, and POS

Visual Merchandising
    Telling a Story  — creating a “stage set” of props wherein a story is told about the products and their place in your life
    Display vs. Stock – levels of presentation and their effective use
    Negative Space – creating a sense of separation and relief between merchandising stories
    Cross-Merchandising – upselling customers to groups of products as opposed to individual products

Casework & FixturesHanging Shirts
    Purchasing vs. Custom
    Flexibility
    Style
   Custom options to your brand image
   Unique circumstances
   Balancing consistency with not being the “brand x fixture store”
   The quality of the fixtures needs to match the quality of the merchandise

Signs and Graphics
    Creating a Comprehensive Sign Program
     The 200’-20’-2’ Rule
    Way Finding
    Lifestyle Graphics
    Informational Signage
    Types of Sign Media
      Print
      3d
     Internally Illuminated
     Digital

BREAK OUT EXERCISE:  CREATING A VISUAL MERCHANDISING DISPLAY       
   Break into groups of 5 to 6 people each; provide each group with a product to be featured (Apple iPod), and a list of details about that product that need to be communicated to the customer.  Have each group sketch up a planogram for a visual merchandising display that achieves everything on the list in some way.  Have each group present their solution to the class.

Window Displays
    When to do them, how, and how deep
    When graphics are better than product display

LightingShoe Display
    Creating a Lighting Program
  Ambient / General Illumination
  Feature lighting
  Thematic / Theatrical Lighting
    Types of Fixtures and Lamps – Overview:
  Line Voltage
  Low Voltage
  Fluorescent
  Halogen
  Ceramic Metal Halide
  HID
  LED
  Fiber Optic

Colors and Materials Selections
    Basics: color, texture (visual or physical), quality, durability, customer touch-points, affect on customer pace
    Using complementary colors to make things pop
    Where to put your money

Questions?

Conclusion

Whether you plan to design your stores yourself, or you just want to better understand how to evaluate the effectiveness of your shopping environment and experience, this workshop will give you the foundation you need to achieve the fundamental goal of any store design or visual merchandising effort – to increase sales.

Who Should Attend:

Store Design and Construction Managers, Visual merchandisers, Store Owners, Merchandising Managers and Anyone who has interest and/or responsibility in design, branding and visual merchandising.

Why You Should Attend:

Number one Practical, applicable and actionable content delivered by top experts in Retail Design and Visual Merchandising to drive engaging visuals and store layout to elevate customer experience.

Number two Value: Apart from acquiring state-of-the-art knowledge, participants will enjoy a 30-Day unlimited Q&A through email after the workshop (A $1,000 value by itself)

Number three ROI: Return on investment can be as high as 1,000 times the registration fee based on your company revenues.

Number four Guarantee: If you feel that for whatever reason this workshop is not suitable to your needs by the end of the first morning, we will refund your registration fee right on the spot.

Number five Lifetime Membership in Retail Business Academy. (Value: Priceless, at the moment, membership is $97/month.)

Duration: 2-Days (typically, 9am-5pm)

Registration Fees:
Individual Rate: US$1,495.00 ($1,995 if you pay at the door – subject to availability)
Group Rate: US$1,295.00 (Minimum of 3 people from the same company)
Groups of 6 or more, please inquire at (training@dmsretail.com ) or call +1 (312) 239-0919

What is Included:DMSRetail Workshop Certificate

Checkmark Continental breakfast

Checkmark Full lunch

Checkmark All-day refreshments (5 Star Quality)

Checkmark Presentations, practical exercises and case studies

Checkmark All workshop materials and all take away materials including Retail Success Strategies (DVD)(Retail Value: $197), Store Management Process (DVD)(Retail Value: $197) and

Checkmark Full Year of Retail Business Academy Membership (Retail Value: $1,164)

Claim Your Spot! Click the “Register Now” Button!

Current Dates & Locations:

Dates & Locations Individual ($1,495) Group ($1,295)
December 10-11, 2017
Sheraton Dubai Creek
Dubai, AE
DMSRetail Workshop Registration DMSRetail Workshop Registration

 

DMSRetail Workshop Venue

The Organizations listed below are entitled to a discount. Visit DMSRetail Customers page for full list.

ABC | ACCENTURE | ACE MART | ADIDAS | ADVENTURE HQ | AL DAWAA | AML FOODS | ANN FONTAINE | ARAMARK | AVON | BEST BUY | BOSE | BOSTON COLLEGE | BROOKSTONE | BROWN SHOE | CALVIN KLINE | CANADIAN TIRE | CAP GEMINI | CHICO’S | COLE’S | ST. JOHN’S UNIVERSITY | COLUMBIA | CON AGRA FOODS | COURTS | CRATE & BARREL |  CRAYOLA | CVS | DACOSTA MANNINGS | DATAWAVE | DFS GALLERIA | DICKIES | DIGICEL | DISNEY | DOLLAR GENERAL |  DOLLAR TREE | DOW JONES | DRESSBARN | DU | DUBAI DUTY FREE | EAGLE LEATHER | ELIE TAHARI | ETISALAT | FERRARI WORLD | FOOD LION | FORZANI GROUP | FOSSIL | FRED MEYER | FRUITS & PASSION | GAP |  GENERAL ELECTRIC | GENWORTH FINANCIAL | GEORGETOWN UNIVERSITY | GRACE KENNEDY | HANES BRANDS | HARLEY DAVIDSON | HEINEKEN | HP | HINES | HOME DEPOT | IBM | IKEA | INFOSYS | KELWOOD | KELLOGGS | KENNETH COLE | KIRKLANDS HOME | KRAFT | KUNOOZ AL SEHA | LIDS | LIME | LIMITED BRANDS | LIZ CLAIBORNE |  L’OREAL | LOWE’S | LUCY | LULULEMON | LVMH | MASSY STORES | MAYTAG | MICHAELS | MIGROS | MOBILY | MOBINIL |  NAHDI | NATURE’S WAY | NEW BALANCE | NINE WEST | NORDSTROM | NORTHWESTEL | OAKLEY | ORACLE | PIER1IMPORTS | PUMA | QUICK SILVER | RAGAB SONS | RALPH LAUREN | REEBOK | RING | RITZ CARLTON | ROYALDOULTON | SALT LAKE COLLEGE | SAMSUNG | SAP | SAS | SEARS | SERVIS | SHARAF DG | SIEMENS | SKETCHERS | SONY | STANFORD UNIVERSITY | STAPLES | STARBUCKS | STEVE MADDEN | SUPER CENTRE | SWAROVSKI | SWATCH | TARGET | TATA | TESCO | PRINCETON REVIEW | TIFFANY | TIMBERLAND | TOY’S’R’US | UNICOMER | UNIVERSAL |  UNIVERSITY OF LOUISVILLE | UNIVERSITY OF WISCONSIN | VERIZON | VF | VICTORINOX | VIDEOTRON | WALMART | WHOLE FOODS | WYNN RESORTS | YANKEE CANDLE | YM | ZALE | ZAIN | ZAPPOS
 
“The price of education is paid just once. The price of ignorance is paid forever!” Anonymous

DMSRetail reserves the right to change dates and/or locations, and to cancel any workshop at any time. If a registered and paid participant cannot attend a workshop they may send a substitute or they may attend a future workshop in the location they choose. The credit does not expire. If DMSRetail cancels a workshop, registered paid participants are entitled to a refund of their workshop fee paid. DMSRetail is not responsible for any other costs.