Focus Aim Structure Outcomes Requirements
Course focus
The course focuses on new physical and digital retail formats, which require flexible aesthetics that are attentive to change. Beginning with the definition of its brand identity, every brand must make retail the main environment in which its values are communicated both visually and through customer relations activities. Sales spaces are the main touchpoints for the end customer, who visits them to evaluate products and their value but also to interact with the brand and enjoy a unique experience. In retail, the customer experience therefore plays a crucial role, one based on the empathetic capabilities of workers and the aesthetic characteristics and attractiveness of the point of sale.
Course aim
The aim of the course is to develop the participants’ ability to quickly and flexibly redesign retail spaces on the basis of market changes and the evolution of the company story, in the knowledge that communication also, and often most importantly, involves special care of the retail space.
Course structure
The course is divided into three sections and structured into different modules.
Introduction
- Marketing tools and vocabulary.
- Visual Merchandisers: soft and hard skills.
- Brand identity analysis models: how the product expresses the brand.
- Consumer profiling
- Final project: new layout and new purchasing experience for an existing store
Offline retail
- Types of retail
- Store design and layout
- Visual elements and display rules.
- Visual storytelling
- Store operations
- Customer journey and touch points
- Product segments and seasonality.
- Presentation and analysis of case studies.
Online retail
- E-commerce as extension of physical in-store experience
- Synergies between the digital and physical spaces.
- Visual displays and visual web
- User experience
- New technologies
- Metaverse
- Neuroweb marketing and market research tools.
- Presentation and analysis of case studies.
- Retail 4.0
- Future trends
Outcomes / Skills acquired
At the end of the course participants will have acquired skills in the following areas:
- the management of sales spaces in relation to the customer journey;
- useful retail marketing tools for designing the display space;
- new formats of physical and digital display spaces.
Requirements
- Curriculum Vitae (CV)
- Upper secondary school leaver’s certificate or equivalent.