The Retail Design And Visual Merchandising Workshop
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The Retail Design And Visual Merchandising Workshop

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Retail Store Design & Visual Merchandising WorkshopʹSheraton San DiegoʹFebruary 16-17, 2017 Retail SDVM Workshop San Diego, February 16-17, 2017 Retail Store Design & Visual Merchandising WorkshopʹSheraton San DiegoʹFebruary 16-17, 2017 THE RETAIL DESIGN & VISUAL MERCHANDISING WORKSHOP A 2-Day Design, Branding & Visual Merchandising Training Results That Pay Off Instantly Informative, Practical, Exciting,Actionable February 16-17, 2017 - Sheraton San Diego, CA, US Retail Store Design & Visual Merchandising WorkshopʹSheraton San DiegoʹFebruary 16-17, 2017 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.:KHWKHU \RX¶UH D Fortune 500 company, or the Shop Around the Corner, your customers need to know and understand you. Theywant to engage with you and experience your brand through the shopping experience. Whatdo your stores say about you?Do they engage the customer?Do they excite the customer?'R WKH\ DVVLVW WKH FXVWRPHU LQ ILQGLQJ ZKDW WKH\¶UH ORRNLQJ IRU TXLFNO\ DQG HDVLO\" Is your store environment your best salesperson?It should be.

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Published 21 January 2017
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Language English
Document size 1 MB
Retail Store Design & Visual Merchandising WorkshopSheraton San DiegoFebruary 16-17, 2017
Retail SDVM Workshop
San Diego, February 16-17, 2017
Retail Store Design & Visual Merchandising WorkshopSheraton San DiegoFebruary 16-17, 2017THE RETAIL DESIGN & VISUAL MERCHANDISING WORKSHOP A 2-Day Design, Branding & Visual Merchandising Training Results That Pay Off InstantlyInformative, Practical, Exciting,ActionableFebruary 16-17, 2017 - Sheraton San Diego, CA, US
Retail Store Design & Visual Merchandising WorkshopSheraton San DiegoFebruary 16-17, 2017
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 storeyour brandhome 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;
PROGRAM OUTLINE
How to design a logo, mark, and tagline that are memorable, concise, and that reinforce the brand.
 What is a brand, and why should I define that before designing anything?
 Everyone is subconsciously evaluating a store design as they shop and measuring it against a predetermined list of values, needs, and wants
The Value Equation / Brand Benefit
 Brands vs. Commodities
 Describing your brand: Core Brand Characteristics
Branding
Introduction
brand is to a company as a A personality is to a person
create loyalty, Brands commodities compete on price and product
 Brand DNA is largely the sameit’s the few rungs of the DNA ladder that are different from your competitors that define you within the marketplace
 DMSRetail's perspective on Visual Merchandising
 An emotional response that leads to salescustomers buy on emotion, justify by logic
Retail Store Design & Visual Merchandising WorkshopSheraton San DiegoFebruary 16-17, 2017
 Are you a retail expert? You are when you shop...
personal connection between retailer and customer A
 What is Retail really all about, and how does that affect your design?
Retail Store Design & Visual Merchandising WorkshopSheraton San DiegoFebruary 16-17, 2017
 Customer Demographics & Psychographics
 Emotional Connections / Desired Emotional Response
 What are you really selling? (Hint:It’s not the “stuff”)
Corporate Identity
 Naming
of Names Types
to choose / evaluate a name How
(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
by the same criteria as the Evaluating store design
old logos Updating 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
Retail Store Design & Visual Merchandising WorkshopSheraton San DiegoFebruary 16-17, 2017
 Composition with the Logo
 The importance of consistency
the customer by sending mixed messages Confusing
Design Basics
 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
Retail Store Design & Visual Merchandising WorkshopSheraton San DiegoFebruary 16-17, 2017
 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. Stocklevels of presentation and their effective use
 Negative Spacecreating a sense of separation and relief between merchandising stories
 Cross-Merchandisingupselling customers to groups of products as opposed to individual products
Casework & Fixtures
 Purchasing vs. Custom
 Flexibility
 Style
 Custom options to your brand image
 Unique circumstances
consistency with not being the Balancing “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
Retail Store Design & Visual Merchandising WorkshopSheraton San DiegoFebruary 16-17, 2017
 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
Lighting
 Creating a Lighting Program
Ambient / General Illumination
Feature lighting
Thematic / Theatrical Lighting
 Types of Fixtures and LampsOverview:
Line Voltage
Low Voltage
Fluorescent
Halogen
Retail Store Design & Visual Merchandising WorkshopSheraton San DiegoFebruary 16-17, 2017
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 effortto increase sales.
Retail Store Design & Visual Merchandising WorkshopSheraton San DiegoFebruary 16-17, 2017
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 contentdelivered by top experts in Retail Design and Visual Merchandising to drive engaging visuals and store layout to elevate customer experience.
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)
ROI:Return on investment can be as high as 1,000 times the registration fee based on your company revenues.
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.
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$1,995.00($2,495if you pay at the door - subject to availability)
Group Rate:US$1,795.00(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
Retail Store Design & Visual Merchandising WorkshopSheraton San DiegoFebruary 16-17, 2017
Workshop fees include presentations, practical exercises and case studies, continental breakfast, full lunch, all-day refreshments, all workshop materials and all take away materials.
Current Dates & Locations:
Dates & Locations
February 16-17, 2017
Sheraton San Diego
San Diego, CA, US
Individual ($1,995)
Group ($1,795)