Transmitting the values of the brand identity and fostering a positive customer experience in physical and digital touchpoints through aesthetics and relational skills

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.


  • 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.


  • Curriculum Vitae (CV)
  • Upper secondary school leaver’s certificate or equivalent.


Level Retail sector professionals
Duration 12 weeks, in-person, 48h in total (Monday 9.00-13.00)
Modality face-to-face
Cost 3.000 €
Language Italian
2024      Start 25-03-2024    End 17-06-2024
2024      Start 30-09-2024    End 16-12-2024

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Polimoda Professional Training solutions includes private “tailor made” courses, dedicated to the needs of individual students or specific companies.