THE RETAIL DESIGN & VISUAL MERCHANDISING WORKSHOP
A 2-Day Design, Branding & Visual Merchandising Training
Results That Pay Off Instantly – Informative, Practical, Exciting, Actionable
March 24-25, 2021 – Sheraton Dubai Creek, Dubai, AE
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:
How to define your Brand, and design a store environment that becomes a Brand Experience;
How to space plan a store that is efficient, engaging, and easy to shop;
How to create Merchandising stories that encourages up-selling and interest in groups of products;
How to find and select display fixtures that validate the quality and value of the merchandise and assist in a graceful customer/salesperson interaction;
How to create a Signage and Graphics program that supports your brand, communicates offerings and policies, and assists the customer in the shopping process;
How to create Window Displays that are dramatic, powerful, and engaging;
How to design an efficient lighting program that makes product pop;
How to make Color and Materials selections that support your brand image, are durable and maintainable, and support the presentation of your products;
How to design a logo, mark, and tagline that are memorable, concise, and that reinforce the brand.
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
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”)
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
Intro/Overview of Space Planning, Merchandising, Fixtures and Casework, Signs and Graphics, Lighting, Colors and Materials, and Corporate Identity
List of Stories to be Told
Form: This Space Should Feel…
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
Plotting the Story
Defining the “Givens”
Placing walls, changes in levels, fixtures, signage, and POS
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 & Fixtures
Purchasing vs. Custom
Custom options to your brand image
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
Types of Sign Media
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.
When to do them, how, and how deep
When graphics are better than product display
Creating a Lighting Program
Ambient / General Illumination
Thematic / Theatrical Lighting
Types of Fixtures and Lamps – Overview:
Ceramic Metal Halide
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
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:
Practical, applicable and actionable content delivered by top experts in Retail Sales & Operations Management to drive your sales, productivity and profitability. Proven to increase those metrics by double digits. Check out the testimonials.
Value: Apart from acquiring complete knowledge, participants will enjoy a 30-Day unlimited Q&A through email after the workshop (A $1,000 value by itself)
ROI: Return on investment can be as high as 1,000 times the registration fee based on your company revenues and how many techniques, ideas and methods from the workshop you implemented.
Positions you as an expert .
Creates a “larger picture” mentality.
Improves your standing as a Retail Management Leader
Two days that will produce a lifetime of results.
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.
Full Year Membership in Retail Business Academy. (Value: $1,164)
Duration: 2-Days (typically, 9am-5pm)
Individual Rate: US$1,495.00, Group: US$1,295 – Min 3 participants from the same company ($1,995 if you pay at the door – subject to availability)
Groups of 6 or more, please inquire at (firstname.lastname@example.org ) or call +1 (312) 239-0919
What is Included:
All-day refreshments (5 Star Quality)
Presentations, practical exercises and case studies
All workshop materials and all take away materials including Retail Success Strategies (DVD)(Retail Value: $197), Store Management Process (DVD)(Retail Value: $197) and
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: Only $1,495||Group*: Only $1,295|
March 24-25, 2021
Sheraton Dubai Creek
*Min 3 participants from the same company
Contact: Josephine Hill
Phone: +1 (312) 239-0919 or +1 (800) 953-4501
Our Customers’ Organizations listed below are entitled to a discount. Please Inquire.
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“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.