940 3 Retail 4th Lecture

7/27/2019 940 3 Retail 4th Lecture

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RETAIL MARKETING

LECTURER: VALERIA VOLPONI

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Try to imagine: whose store is this shop

Reflect on the use of colours

The “Theatre Effect”

Any other consideration



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•Inform

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romo e our merc an se m x• Ameliorate customer satisfaction and

fidelity

•………….



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Could be • us om ma e or mass commun ca on

•Promoted by a retailer brand or a single store

•Managed directly or in partnership withmarketing companies

•In store or off store



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a can we use o commun ca e

• Architecture•Name

•Windows

•Entrance

•Signs & displays

• Advertising

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Radio and tv in store•Interactive areas

THE STORE IS BECOMING A DIGITAL MEDIA



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FASHION: scared to break the rules

The use of new technolo ies let ou:

•Reach new targets

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Create curiosity, interest and word to mouthcommunication



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•Initial investment and costs of

•Training for the sales manager

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•Interactive windows

•Digital signage

• n erac ve areas or



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Communication 24/7 ever da

Those who pass in front of the store can have a look ate ca a ogue, exp ore e s ory o e ran ,

discover upcoming events, download interactive

In some cases, it is possible to “wear” virtually some

accessories like sunglasses and shoes

choose to check in the store by using the interactive



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Special Welcome, an interactive Lcdscreen, prepares personal messages,

s ecial offers, new ro osals for

products already bought

PDA, personal digital assistant, is a small

interactive device: ever sales ersonhave one. It allows them recap all the

’

experience, tastes and preferences



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YORK

He is the first fashion designer that has strongly

In 2009, via Monte Napoleone, Milan and 867

a son venue ew or , e naugurate t efirst Window Shopping Experience

You just pass your finger on the windows and you

access all the catalogue, to select the productsand see special events (in that case it was the

Wimbledon Collection)



+ RALPH LAUREN: MILAN AND NEW YORK

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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

delivery

Even if you don’t buy, you can spend some time

on the screen, readin the histor of

Wimbledon, and so on



+ RALPH LAUREN: MILAN AND NEW YORK

n ew or , ano er s ep: an

interactive a lication accessibleeasily with or without your mobile

,customized polo

Same payment method and deliveryKids area to customize school’s

uniform



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Italian denim com an is a true ioneer

When they opened Milan flagship store, Piazzaan a a, t ey oste next generat on c

screens

They react to body movement



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Italian fashion brand, developed an

mobile phone

The window changes setting according to

,the catwalks



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Within the windows, Lcd screens thattell the story of each product, focusing on

handcraft ualit ….

No interaction, but a good level of

recognition and uniqueness



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Flagship store Piazza Duomo:four interactive windows, 6 metres

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u u u to digital signage applications



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Keyword for all the future forms of communication within the store

electronic display that shows

n ormat on, a vert s ng an ot er

messa es on LCD LED Plasma

Displays



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No need to change supports

Precise message in a precise moment

Less expensive

Flexible: static images, videos,

sounds….and what else?



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YORK

575 di Broadway and Prince St, Soho, New YorkRem Koolhaas: 40 million dollars, 2.000 square

metres

Incredible media coverage even before (see 9/11)

One hundred celebrities and Major Rudolph

Giuliani participated to the grand opening indecember 2001



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YORK

Lower round: di ital si na eapplications, brand new for that

lcd screens that show thecollection and react to any

cus omer pass ng



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YORK

In the fitting rooms, sliding doors realized witha new ec no ogy, ca e gg r va e, a

allows people inside see friend’s reactions

ou s e an no v ceversa

Ever time ou tr on somethin with the ad

the sales person register sizes and measures,

and kee it for future reference



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YORK

There’s also Fill your Look, an applicationthat suggest you which things suits you

the most

You can take pictures and send them to

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called Do you like it



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, ,Interactive area dedicated to make up

You choose any make up, go in front of theg a screen, scan your ace an see ow

it looks on your face

You can see your face with or without make,

A partnership between Shiseido,Mitsukoshi and Fujitsu



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To have a loyal customer: give him a unique product

e customer wants somet ng recogn sa e ut

also unique

New technologies can support famous brands butalso emerging designers

You integrate virtual design and phisical store



NIKE ID

Ori inall a web site it became a s ecific area within

Nike Stores and Nike Towns worldwide

Builds up a PROJECT with the customer

A new wa to realize a urchase: ex erience,

participation, commitment



LOUIS VUITTON

store on on the website

Six months waiting list



AMERICAN EAGLE OUTFITTERS

Perfect exam le of inte ration between in and out

mes quare, novem er , ew or

3.000 square metres, 4 floors and “15 Seconds of

Fame”: when you buy something, you are invited topose in a shooting studio, as a professional model.

In few minutes you see your picture showed

outside…in 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

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940 3 Retail 4th Lecture

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