Sinopsis
Crafting and managing visual merchandising in this day and age means necessarily adopting an omnichannel view to satisfy a customer who seeks a seamless, comprehensive, one-stop shopping experience designed to break down the barriers between physical and virtual stores.In this new scenario, visual merchandising gives substance to a physical point of sale that must transform its very essence to become a place that exists to offer value. This is achieved by adopting a mixed model that combines the experience of a store with the access, interactivity and convenience of e-commerce, ultimately consolidating in-store brand equity.Considering the role of digital technologies and multisensory communication, this book sets down guidelines for the store concept, delving into applications of color theory and semiotics. Moving on to examine the levers of visual merchandising, the discussion then turns to designing and managingPOP materials in the channel relationship, with respect to sustainability communication goals as well. Finally, the book closes with an evaluation of the customer’ s perspective in their interaction with the space they experience, perceive, and desire.
"Sinopsis" puede pertenecer a otra edición de este libro.
Acerca del autor
is Associate Professor of Practice at SDA Bocconi School of Management and Professor of Marketing at Bocconi University. At SDA Bocconi, she directs numerous training courses in management, including: Trade Marketing, Store Management, Category Management and Visual Merchandising. She also coordinates retailing courses as part of specialized Executive Masters. Author of numerous books and management publications, she also has many years of experience consulting in the fields of marketing, retailing and visual merchandising.
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Paperback. Condición: new. Paperback. Crafting and managing visual merchandising in this day and age means necessarily adopting an omnichannel view to satisfy a customer who seeks a seamless, comprehensive, one-stop shopping experience designed to break down the barriers between physical and virtual stores. In this new scenario, visual merchandising gives substance to a physical point of sale that must transform its very essence to become a place that exists to offer value. This is achieved by adopting a mixed model that combines the experience of a store with the access, interactivity and convenience of e-commerce, ultimately consolidating in-store brand equity. Considering the role of digital technologies and multisensory communication, this book sets down guidelines for the store concept, delving into applications of color theory and semiotics. Moving on to examine the levers of visual merchandising, the discussion then turns to designing and managing POP materials in the channel relationship, with respect to sustainability communication goals as well. Finally, the book closes with an evaluation of the customer's perspective in their interaction with the space they experience, perceive, and desire. Crafting and managing visual merchandising in this day and age means necessarily adopting an omnichannel view to satisfy a customer who seeks a seamless, comprehensive, one-stop shopping experience designed to break down the barriers between physical and virtual stores. In this new scenario, visual merchandising gives substance to a physical poi. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Nº de ref. del artículo: 9791281627468
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Visual Merchandising and In-store Brand Equity
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Paperback. Condición: new. Paperback. Master the art of visual merchandising and create captivating in-store experiences that drive brand equity in the omnichannel era.In today's competitive retail landscape, Visual Merchandising and In-Store Brand Equity provides a comprehensive guide to transforming physical stores into value-driven destinations. Discover how to seamlessly blend the in-store experience with the convenience of e-commerce, leveraging digital technologies and multisensory communication to captivate customers.Learn to design effective store concepts, apply color theory and semiotics, and manage POP materials for sustainability. This essential resource equips marketing professionals, retailers, and students with the tools to: Craft a seamless omnichannel shopping experienceEnhance in-store brand equity through strategic visual displaysUtilize digital technologies and multisensory communicationDesign and manage sustainable POP materialsUnderstand and cater to the customer's perspectiveTransform your physical point of sale into a place that offers unparalleled value and fosters lasting customer relationships. This item is printed on demand. Shipping may be from our UK warehouse or from our Australian or US warehouses, depending on stock availability. Nº de ref. del artículo: 9791281627468
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