visual audit_shop-window / sfera>v
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Do you know the Visual Profile of your shop-window ?TRANSCRIPT
w w w . c o m u n i c a c i o n i n s t o r e . c o m
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V I S U A L A U D I TS H O P - W I N D O W
Visual Store Check _ escaparate.
Mall : Plaza Norte City : San Sebastian de los Reyes ( Madrid - SPAIN ) Season : Spring
“ VISUAL AUDIT “ : Shop-window / Woman
Visual Store Check _ escaparate.
> Is it aligned by your BRAND image ?. > Does it answer to your TRADE policy ?. > Does it reflect faithfully your MARKETING strategy ?.
¡¡¡ ... WATCH IT ... !!!
Visual Store Check _ escaparate.
> Which is your DIAGNOSIS of the Visual Status ?. > What concrete ACTIONS would you tackle to improve ?. > Which would be your priorities of INVESTMENT ?.
Beyond an aesthetic subjective opinion ...
Visual Store Check _ escaparate.
> “ VISUAL AUDIT “
Know the VISUAL PROFILE of your Shop-window ... !!!.
Visual Store Check _ escaparate.
Visual Store Check allows to draw the VISUAL PROFILE of your shop-window
to COMPARE IT with that of the COMPETITOR .
Visual Audit realized with Visual Store Check ( shop-window )
A 300Installations
A 200Enviroment
P 200Collection
P 100Offering
P 300Campaign
M 300Information
M 200Signage
M 100Fixturing
A100Architecture
VISUALSTATUS
Shop-window
APHYSICAL
MUTENSILS
PPROMO
Visual Store Check _ escaparate.
APHYSICAL
(shop-window)
Visual elementsPermanents
Visual Store Check classifies the visuals elements in
3 Areas :
MUTENSILS
(close goods)
Visual elementsIn Change
PPROMOTION( periodic )
Visual elements Appear & Disappear
A / M / P
These 9 categoríes include ALL about Visual Communication at Shop-window.
Every Area includes 3 Categories :
A 300Installations
A 200Enviroment
P 200Collection
P 100Offering
P 300Campaign
M 300Information
M 200Signage
M 100Fixturing
A100Architecture
VISUALSTATUS
Shop-window
APHYSICAL
MUTENSILS
PPROMO
Visual Store Check _ escaparate.
Example CHECK LIST ...
Visual Store Check capture up to 500 checkpoints.
> It applies guidelines of “ Descriptive Statistics “. > It values from 0 to 100 every checkpoint.
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Visual Store Check exposes in Graphs the results.
Identifying the differences in every category to facilitate a RATIONAL investment.
Example HISTOGRAM ...
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> “ VISUAL DIAGNOSIS ”
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> S.W.O.T.The “ agreed by consensus “ conclusions generate Measurable Objectives.
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
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> “ VISUAL PLANNING STRATEGY ”
OFERTA
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> VISUAL PLANNING STRATEGYTasks / Timescales / Control
TASKS :
TIMESCALES :
CONTROL Executium Premium:
CAMPAÑA
ARCHITECTURE
ENVIRONMENT
INSTALLATIONS
FIXTURING
SIGNAGE
INFORMATION
COLLECTION
PHYSICAL Shop-window UTENSILS PROMOTION
Visual Store Check _ escaparate.
HISTOGRAM comparative “ realized / estimated “ .
REALIZEDSpring’09
STIMATEDAutumn’09
Visual Store Check garantizes EXECUTIUM PREMIUM
A 300Installations
A 200Enviroment
P 200Collection
P 100Offering
P 300Campaign
M 300Information
M 200Signage
M 100Fixturing
A100Architecture
VISUALSTATUS
Shop-window
APHYSICAL
MUTENSILS
PPROMO
Visual Store Check _ escaparate.
> “ BENCHMARKING “
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BENCHMARK’s Histogram Comparative :
Visual Store Check allows to COMPARE the visual profiles.
Identifying differences about managing Visual Strategy.
A 300Installations
A 200Enviroment
P 200Collection
P 100Offering
P 300Campaign
M 300Information
M 200Signage
M 100Fixturing
A100Architecture
VISUALSTATUS
Shop-window
APHYSICAL
MUTENSILS
PPROMO
Visual Store Check _ escaparate.
> Introduction to “ Visual Store Check “
Visual Store Check _ escaparate.
* To learn more about Visual Store Check
http://comunicacion-in-store.blogspot.com/
Visual Store Check :
ALIGNMENT of the VISUAL IN STORE plan and the MARKETING strategy.
COHERENCE between IN STORE / EXTERNAL Communication actions.
COORDINATING actions between MARKETING ( vs ) OPERATIONS.
RATIONALIZING COST and INCREASING IMPACT VALUE.
Manuel Hormigó
In-Store Marketing Consultant
http://www.linkedin.com/pub/manuel-hormigo/b/a32/b54