delivering commercial & innovative multichannel retail experiences

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& innovative

multichannel retail

experiences

2-day workshop

Milan

8 th

_-9

th

_{May 2012}

Nhow hotel, via Tortona 35

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Objective & relevance:

>This 2 day workshop explains the importance to retailers of developing a multi-channel strategy, to maximize efficiency

and sales across their business.

>It investigates each important function required to deliver a multi-channel interface from the assortment structure, space

allocation, store layout & web architecture, product display & communication, store and web design, social content,

promotions and applying a dynamic retail calendar across physical stores, websites and mobile retail.

>The workshop features many examples of international best practice, interactive exercises and time for participant

discussion.

>The ideal delegate would be a senior retail executive, with a direct or indirect involvement in multi-channel, as well as

traditional physical store and online specialists in buying & merchandising, visual merchandising, store design, web

development & design, marketing, promotions and store or multi-channel operations.

agenda:

1.Multi-channel retailing today

2.Buying & Assortment Structure planning 3.Space planning & Cross-channel allocation

4.Store layout, Online architecture & the Functional journey 5.Customer “Touchpoints” and the Emotional Journey 6.Visual Merchandising & Product Display

7.The “Multi-Channel Retail Calendar”

8.Delivering the Dynamic Customer Journey 9.Social Content – Return on Involvement 10.Price & Sales Promotions

11.Visual Communication – “the bridge between channels” 12.Store Design as part of Multi-Channel Retailing

13.Retail organisation & Structure for multichannel retailing 14.Summary & Conclusions”

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3

session 1: 9.30

1. Multi-channel retailing today - what is it, and why is it so important?

• _{What is multi-channel retailing – physical, on-line & mobile store}

• _{Why is it important today, more than ever, in a depressed European economy?} • _{Changed people expectations}

• _{Why is it currently the largest area of investment for best practice retailers?} • _{Actual Multichannel strategies}

• _{The importance of retail fundamentals across channels – “the product is king!”} • _{Harmonizing the assortment, resources and people}

• _{Introduction to the functions of multi-channel retail}

Discussion session and exercise

Share common experiences of multi-channel, problems and opportunities Identify specific business goals

2. Buying & Assortment Structure planning

• _{Buying & merchandising in a multi-channel world}

• _{comparing retailer offer between stores and digital channels}

• Product mix, offer depth, price architecture strategies across channels • _{Importance of assortment segmentation and creation of "product stories"} • _{The movement from coordinated themes to silhouettes and category heroes} • _{Innovation with product grouping across channels}

• _{How to balance “product stories” across different channels} • Best seller identification, merchandising & exposure

• _{Introducing personalized assortments}

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agenda:

day 1:

session 2: 11.15

3. Space planning & Cross-channel allocation

• _{The lost art of store space planning}

• _{Finding the correct product density for maximizing “rate of sale”} • _{How to convert square metres to linear metres}

• _{The principles of store grading & assortment grading} • _{How to allocate assortment across channels}

• _{Maximizing stock allocation and fulfilment across channels}

4. Store layout, Online architecture & the Functional journey

• Understanding “The Purchase Funnel”

• Avoiding hidden assortment in store and on-line

• The principles of modern store layout – walkways, department depth, store zoning • The correct allocation strategies for different areas of the space

• Web architecture: correctly segmenting the assortment into manageable blocks • Online menus, sub-menus and drop-down menus

• “Merchandizing”

• The best product in the best place” • Maximizing the first 30% of the store • Maximizing the priority assortment pages • Maximizing space in e-newsletters & mobile

• Web architecture and profiling, interactive filtering and versioning • Using intelligent space to improve the customer perception

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5

session 3: 14.00

5. Customer “Touchpoints” and the Emotional Journey

• _{Converting seekers into browsers into shoppers} • _{Understanding “Points of Contact” and “Touchpoints”}

• _{Balancing “touchpoints” and assortment display across channels} • _{“touchpoints” in physical stores, websites and mobile}

• _{windows, store entrances, range displays and product display}

• _{home pages, department pages, range pages and individual product} • _{Using “touchpoints” correctly – “stick or twist!”}

• _{Understanding the purpose of each website level, and each store stage}

6. Visual Merchandising & Product Display

• _{Seduce the customer" with the product}

• _{Understanding product display across channels} • _{physical stores – “The importance of Teamwork”}

• on-line – “Everyone’s a hero!” - Mobile – “Stars in their eyes!” • _{Physical store Visual Merchandising}

• _{rhythm & Balance of display - Using folded, hanging & display techniques} • _{using busts, mannequins, props and product impact}

• _{On-line visual merchandising}

• the size and balance of page displays

• _{correct use of lifestyle imagery, model shots and product cut-outs}

• _{using display tools – magnify, texture, 360 views and “dressing rooms”} • _{Cross-merchandising – “Avoiding the merchandise dead-end!”}

• _{Understanding Product Personality Journeys - Up-scaling & Adding-on}

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agenda:

day 1:

session 4: 16.15

7. The “Multi-Channel Retail Calendar”

• _{The world of multi-channel marketing – “Harmonize & Dynamize”} • _{How to create a modern retail calendar}

• _{Using seasonality, perennial and annual events and the customer mood} • _{Bringing the product assortment to life}

• _{Maximizing the sales history}

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7

session 1: 9.30

8. Delivering the Dynamic Customer Journey

• _{Delivering with simple processes, simple mechanics and smart thinking} • _{Understanding the dynamic differences between channels}

• _{Applying events to customer “touchpoints” across channels} • _{Managing best seller merchandising across channels}

• _{physical stores – “Rotating the squad”} • _{on-line – “Introducing new stars”} • _{Creating a promotional matrix}

Coffee: 11.00

session 2: 11.15

9. Social Content – Return on Involvement

• _{Digital communication integrated with the physical community} • _{Community relevance for retailers}

• _{2012 return on involvement release}

• _{Become large and visible with limited resources} Transparency and participation

• _{The right social networks for your brand}

• _{face book, twitter, e-newsletters, SMS communication, blogs, editorial} • _{Converting involvement into sales}

• _{Where and when to introduce content into your site} • The power of customer reviews

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agenda:

day 2:

10. Price

&

Sales

Promotions

• _{Pricing across channels}

• _{Pricing and promotional strategies}

• _{Everyday low price against price promotions} • _{Developing own-label and private label} • _{The dangers of promotional spirals} • _{Create price "heroes & haloes"}

• _{Prime promotion - adding value to the assortment}

Lunch: 13.00

session 3: 14.00

11. Visual Communication – “the bridge between channels”

• _{The right communication for your brand}

• _{Understanding functional, emotional and promotional graphics}

• _{New graphic store techniques and materials - "communication heroes"} • _{Sharing resources & imagery across channels}

• On-line – the renaissance of retail graphics

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12. Store Design as part of Multi-Channel Retailing

• _{How multi-channel is changing physical store design} • _{Building cross-channel brand boxes}

• _{Investing in environments for a dynamic content} • _{Maximizing store flexibility and agility}

• _{Keeping physical store costs low}

• _{Multi-channel services linking stores to web and mobile} • _{Click & collect, store fulfillment}

• _{The future of the store portfolio – implications of multi-channel}

13. Retail organisation & Structure for multichannel retailing

• _{the importance of connecting the processes of buying and selling} • _{a customer-centric culture from “boardroom to stockroom”}

• _{the unique role of visual merchandising}

• _{the development of brand 'guardians' across channels} • _{multi-channel means multi-control}

• _{cross-channel VM guidelines - cross-channel VM “bible”} • _{"Retail is detail" - management of best sellers across channels} • _{Daily, weekly, monthly regimes}

• _{Reacting to different “rate of sales” dynamics} • _{promotion of "best sellers"}

• _{relegation of "poor sellers"} • _{consolidation of stock}

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agenda:

day 2:

session 4: 16.15

14. Summary

&

Conclusions”

• _{Retail is retail – across any channel} • _{Putting channels in the hands of retailers} • _{Harmonize, Dynamize & Synchronize}

• _{Harmonizing the assortment and the brand message} • _{Dynamizing each channel individually}

• Synchronizing resources & processes

15. Q&A session 17.00

Final Q&A

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Ispira Ltd

Italy

piazza del Popolo, 18 00187 Roma, Italia t: +39 06 3671 2395 www.ispira.com blog.ispira.com [email protected] follow us United Kingdom

81 Oxford Street, London W1D 2EU

t: +44 (0) 207 903 5385