24视觉营销

Inspiringthecustomertoshop吸引顾客走进商店JamesClarkCopyright:JamesClarkandPrenticeDay2Lectureagenda课程结构Marketingaretailbrand如何对一个零售品牌进行市场营销•3typesofmarketing三种营销方式Visualmerchandisingwithinretail零售业的视觉营销•ExamplesofVMinstores店铺使用视觉营销的例子Promotionaltools促销方式•Useinretailstores如何应用在零售商店Copyright:JamesClarkandPrenticeDay3Marketingaretailbrand对一个零售品牌进行市场营销Positioning定位Sale销售Productspecific产品特点、细节Windows橱窗Copyright:JamesClarkandPrenticeDay5Positioning产品定位Brandcommunication品牌传达的信息•Brandequity品牌品质Lifestyle一种生活方式•Customerprofiling顾客分类管理Image图像•Slogans标语Customerrelationship顾客关系•Buildingtrust建立顾客对品牌的信任度Copyright:JamesClarkandPrenticeDay6Copyright:JamesClarkandPrenticeDay7Sale销售Emphasisonvalueformoney重点强调产品物有所值Discountingforlimitedperiods只在一定的时间段内进行打折Discountingasincentives只把打折作为一种激励方式Mainsaletime销售季结束前的那段时间Generalpricepromise全价销售的保证Copyright:JamesClarkandPrenticeDay8Copyright:JamesClarkandPrenticeDay9Productattributes产品属性、品质UseofproductinPRshots通过产品的照片作为宣传方式Promotelifestyles通过产品向人们传达一种生活方式Promotecrossshopping鼓励人们进行多种产品消费（男、女装）Useofbrandname使用品牌名字Simpleproductshots单件产品的照片宣传Copyright:JamesClarkandPrenticeDay10Copyright:JamesClarkandPrenticeDay11Visualmerchandising视觉营销Keyrequirements关键要求Benefitstothebusiness对经营所带来的好处Examples举例Copyright:JamesClarkandPrenticeDay13Visualmerchandising视觉营销Whatisvisualmerchandising?什么是视觉营销•Art,designandbusinesspsychology艺术,设计和商业心理学•Communicatesbrandequity品牌品质的交流沟通•Returntovisualemphasis强调视觉Keyrequirements关键的要求•Getthecustomersattention吸引顾客注意•Createfocalgroups–leadcustomerthroughstore创建焦点,引导顾客在店内行走•Unifyaroundatheme一个主题周围保持一致•Showproductattributes显示出产品品质,特征•Keepitsimple尽量保持简单Copyright:JamesClarkandPrenticeDay14Visualmerchandising视觉营销Keytools关键的方法•Vista’s环境布景•Lighting灯光•Mannequin’s/Props模特和道具•Fixturetypes货架类型•Pointofsalecollateral间接销售点Benefitstothebusiness给经营带来的好处•Communicationtool一种交流沟通的方式•Directcustomerflow引导顾客流•Crossshopping交叉购物•Createsinterest建立兴趣Copyright:JamesClarkandPrenticeDay15Visualextra’s视觉营销中的其他要素Excitement兴奋点Mood一种心情，情绪Directional方向感的，指导性的Directcustomerflow引导顾客流Communicatetocustomer与顾客的交流沟通Copyright:JamesClarkandPrenticeDay16Copyright:JamesClarkandPrenticeDay17Layout规划Logicaladjacencies符合逻辑的邻接设置Spaceplanning空间的规划Signagetodepartments商场的指示标•Overhead,floorlevel顶棚，楼层Productcentres/focalpoints产品的聚焦Sales销售Copyright:JamesClarkandPrenticeDay18Brandflow品牌流动BrandflowveryimportantinUK在英国品牌流动是十分重要的•Determineswhichgroupofbrandsaredisplayedtogether决定哪一组的品牌在一起摆放陈列Exampleofprofiling具体分类标准举例•FashionLover时尚追求者的品牌•PrimeTimer中层消费者的品牌•QualityClassic品质消费者的品牌Groupingallfashionloverbrandstogetherwillcreateasingledestinationforthatcustomertogoto把为时尚追求者的品牌归到一起就会使顾客很有针对性的去一个地方购物Abilitytocreateaspecificfeelinstorebyarea去为商场内的某一区域营造出独特的购物气氛Copyright:JamesClarkandPrenticeDay19Brandflow品牌流动Brandflowisdictatedbytheshapeandsizeofthestore品牌流动设置由商场的特点和规模决定•Exciting,profitstrongproductinbusyareas销售好的产品应摆放在商场内人流量大的地方Entrances,escalators入口或扶梯旁•Destinationproductinlessvisiblearea’s终端产品要摆放不明显地方Quietcorners安静的角落Secondfloor3层•Relatedproducttogether有关联的产品要一起摆放ChildrenswearandToys童装和玩具Childrenswearandrestaurant童装和食品部Brandflowcouldbedecidedwithintheseguidelinesbybrandequity品牌流动可以由品牌品质所决定•Priceledorfashionledbrandflow价格指向和时尚指向的的产品品牌流动Copyright:JamesClarkandPrenticeDay20Brandflowexample品牌流动举例ESCALATOR电梯SMARTWORKERCLASSIC白领品质型FASHIONLOVERPRIMETIMER时尚追随者中年消费者DOOR大门Copyright:JamesClarkandPrenticeDay21Brandflowanotherway另一种的品牌流动方式Copyright:JamesClarkandPrenticeDay22Adjacencies品牌邻接Brandadjacencydecidesthebestlayoutwithinaproductarea好的品牌邻接可以展示最好的展品陈列Forexample例如•Childrenswearlocatedinsecondarysite童装在二级摆放区•Has8brandstolocatewithinitsarea.这个区还有8个品牌Kookai,Elle,Timberland,Bench,Burberry,DKNY,FrenchConnection,Diesel•AdjacencycouldbebyfashionabilityorbyBoy/Girlbrandsorbyage邻接品牌可由他们的流行度决定,或由男孩女孩服装或年龄层决定Adjacencyplanningdecidesthemostlogicalbrandlayoutforthestore品牌邻接规划使品牌最合理的陈列Copyright:JamesClarkandPrenticeDay23Adjacencyexample邻接的举例BURBERRYBURBERRYDKNYDKNYFRENCHCONNECTIONFRENCHCONNECTIONDIESELDIESELELLETIMBERLANDKOOKAIDOORBENCHCopyright:JamesClarkandPrenticeDay24Measuringperformance效果衡量Layoutmaylookgoodbutitneedstomakemoney陈列摆设可以很漂亮，但要通过这些取得经济效益Densityanalysisassessstrengthofproductonshopfloor密度分析方法可以评定产品销售的情况Example1例子1•Annualsalesturnover£100,000年营业额10万英镑•Squarefootage500sq店铺面积500平方米•Salesdensity£200密度（每平方米的销售额就是200磅Example2例子2•Annualsalesturnover£200,000年营业额20万英镑•Squarefootage500sq店铺面积500平方米•Salesdensity£400密度（每平方米的销售额400磅）Analyseprofitusingsamecalculation用同样的方式计算利润Copyright:JamesClarkandPrenticeDay25Copyright:JamesClarkandPrenticeDay26Considerations….其他需要考虑的因素Brandequitydemands品牌品质所要求的•Howmuchstockoneachfixture每个货架的摆放量•Howmanyoptionsoneachfixture每个货架上的种类•Howbigagapbetweenfixtures货架之间的空间•Displaybyproducttypeortrend以产品的不同种类和特点摆放•Destinationdepartments(Accessories)目的购买区域（配饰）Promotionaltools促销方法Endorsements建立签字仪式Services服务Copyright:JamesClarkandPrenticeDay28EndorsementsCelebritylinkstoretailbrand让明星和品牌联系Primeanddiscountperiods销售旺季和促销阶段Communicatestrend/fashionability向人们传达时尚趋势Notorious???声名狼藉的？？？C