the customer experiencestorytelling brands matter: display product by brand 3. display of brands...
TRANSCRIPT
The CusTomer experienCe is evolving rapidly
RESEARCH SHOWS… Store environments remain the best opportunity to inspire customers to spend more money than planned*
HOWEVER…84% of customers have difficulty finding what they need, 20% indicate leaving without fulfilling their entire purchase**
*AtKearney / **Forbes
The dispensary is an exTension oF a doCTor’s praCTiCe ThaT unloCKs reTail opporTuniTy
from paTienT to CusTomerevoluTion
iF praCTiTioners sold Frames To 100% oF Those paTienTs, revenue would inCrease
Eye care practitioners sell frames to only 64% of the patients who have their eyes examined due to ineffective merchandising
The revenue increase for an average practice grossing $750K annually would be $160K
*VisionWatch 2012
we Can Change and grow TogeTher wiTh a Fresh perspeCTive...
To
welCome
living
ConCierge
gallery
CusTomer
impression
From
exTerior
waiTing
reCepTion
FixTuring
paTienT
invesTmenT
how do we do This?
The retail space has to be designed to attract and capture customers’ attention, engage them on an emotional level, and create a unique shopping experience
From a disTanCe all Frames looK aliKe
The arT oF reTailing begins wiTh Five TouChpoinTs
IDEAL CUSTOMER EXPERIENCE
1.STORE DESIGN
3.STORYTELLING
2.CURATED
ASSORTMENT
4.KNOWLEDGEABLE
STAFF
5.DIGITAL
When designing a retail spaceor dispensary it’s important to...
Find the correct balance among the store personality and the personality of the brands carried
Manage your fixtures—have ease of access and ensure they are well-organized
Be very disciplined with visual merchandising
CreaTe an ideal reTail environmenT ThaT Combines a FunCTional, original and uniQue design
1.STORE DESIGN The ReTail Space
An expressive, eye-catching environment is one that takes the customer on a multisensory adventure
The cuSTomeR JouRney1.
STORE DESIGN
CusTomers oFTen walK around in searCh oF inspiraTion. a journey map lays ouT your CusTomer experienCe From Their eyes and helps To CreaTe The sTore FrameworK
ENTRANCE EXIT
A TTRACTA store window is literally a “window into a new world.” It’s where the first visual contact takes place and shows what’s inside.
Dramatic lighting, strong graphic elements, color and sound are essential in the windows and storefront.
D ISCOVERThe center area features a style bar that engages the customer in discovering new collections and styles.
Revolving fixtures, graphics, visuals and product keep the store fresh.
D ECIDEClean product presentation at the perimeter walls encourage the customers to explore options so they can easily find their style and pick the frames that are right for them.
C ELEBRATEUpon final selection of the perfect glasses, the customer’s purchase is celebrated at the reception desk.
assorTmenTs need To be relevanT and Fresh Through CuraTed displays ThaT TaKe The guessworK ouT oF shopping
Carrying brands your customers love is key
Your assortment should reflect what your customer needs and expects (based on gender, geography, spend, etc.)
Implement a system to track trends and measure success
Find the right balance between optical and sun
2.CURATED
ASSORTMENT The pRoducT SelecTion
Keep in mind the 5 R’s:Right product, right quantity, right price, right place and right moment
Storytelling is conveyed through:
Display of brands
Display of assortment
Visual merchandising
Knowledgeable staff (see next section)
Tell a sTory ThaT engages The CusTomer visually and is relevanT To The produCT iT is supporTing
3.STORYTELLING
BRand and pRoducT pReSenTaTion
The brands that win are the brands that tell a great story
STORYTELLING
brands maTTer: display produCT by brand
diSplay of BRandS3.
STORYTELLING
Brands drive traffic and generate interest and awareness
Strong brands grow 3-4x faster than the average, therefore are more profitable for the dispensary
Customers make most buying decisions based on comfort of what they know— if they know the brand, they are more likely to purchase
LUXURy
PREMIUM FASHION
PROFESSIONALSPORT &
LIFESTyLEFAST
FASHION
diSplay of aSSoRTmenT
fRame TypeFrom rimless to semi-rim to full rim
fRame ShapeFrom oval to square
coloR paleTTeFrom light to dark
maTeRialFrom metal and special materials to nylon fiber and acetate
STORYTELLING3.
STORYTELLING
eye levelis buy level
10%
80%
10%
Top levelSignature lines & Best Sellers
eye levelCollections & New Products
hand levelCollections & New Products
FooT levelSlow moving items,
obsolete stock and storage
Leave a comfortable space around the glasses. About 50% of assortment should display temple detailing.
diSplay of aSSoRTmenT
fRame TypeFrom rimless to semi-rim to full rim
fRame ShapeFrom oval to square
coloR paleTTeFrom light to dark
maTeRialFrom metal and special materials to nylon fiber and acetate
STORYTELLING3.
STORYTELLING
eye levelis buy level
10%
80%
10%
Top levelSignature lines & Best Sellers
eye levelCollections & New Products
hand levelCollections & New Products
FooT levelSlow moving items,
obsolete stock and storage
Leave a comfortable space around the glasses. About 50% of assortment should display temple detailing.
ViSual meRchandiSinG
The righT use oF poinT-oF-sale maTerials Turns a simple aCT oF buying a Frame inTo a memorable brand experienCe
Use branded materials to display collections from the same brand
Combine different materials from the same brand to create a theatrical display
Materials are important – they should be clean and updated
Avoid clutter – less is more
STORYTELLING3.
STORYTELLING
Brands tend to make their mark through exclusive, dedicated displays that embody the values and graphic features of each brand
Knowledgeable sTaFF is insTrumenTal For suCCessFul business
Learning and education:
Strengthens communication skills
Boosts enthusiasm
Grows confidence
Assists in overcoming objections
KnoWledGeaBle STaff4.
KNOWLEDGEABLESTAFF
Welcome guests with a gesture of hospitality. Surprise them with a treat and pamper them with a gift. Be inviting and comfortable caring for every detail.
Empower associates with education about:
History of brand and product
How to use the product
Styles, color or models available
Pricing structure
Any special manufacturing process
Servicing, warranty and repair information
whaT To Know abouT The brand and produCT
4.KNOWLEDGEABLE
STAFFKnoWledGe eSSenTialS
how to Gain Brand and product Knowledge
Videos: show branded videos or extra content from special product collections to tell the product story in a new and different way.
Interactive and augmented technology: take the extra step and use a new digital tool to interact with the product in a fun way that entices the customer to play.
“Endless Aisle”: give customers the ability to order from your store’s website within the brick-and-mortar environment.
5.DIGITAL
digiTal is The new language oF The CusTomer experienCe
Simple
inTeRmediaTe
compleX
The diGiTal aGe
Three possible approaches:
If the technology is not making something easier or fulfilling a specific need, it’s probably not necessary
Maintenance is key
Wireless networks are a must
IDEAL CUSTOMER EXPERIENCE
1.STORE DESIGN
3.STORYTELLING
2.CURATED
ASSORTMENT
4.KNOWLEDGEABLE
STAFF
5.DIGITAL
The arT oF reTailing is one oF The Keys To The FuTure…
...imagine The possibiliTies when we unloCK iT TogeTher
noTeS