Shopper Marketing, Store Design and Visual Merchandising
Have you ever wondered how stores influence your shopping behavior?
In an age of self-service stores, saturated markets, and ever more demanding customers, the creative and science-driven design of the point of sale has become a crucial success factor for both retailers and service businesses. In this course, you will be introduced to shopper marketing. I will reveal the marketing secrets of how our purchase decisions are influenced by colors, scents, store layouts, and merchandise presentations. You will learn to understand shopping behavior and how to optimize the design of retail stores and service environments to increase customer satisfaction and sales.
Some of the questions addressed in the course are:
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How can store design trigger impulse purchases?
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How are visual merchandising and theming used to create irresistible shopping experiences?
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How can stores be designed to make shopping more convenient for senior citizens?
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What are the best (and the worst) selling zones in a store?
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Why are men (but not women) seduced by red sales signs?
The intended audience of the course are entrepreneurs, marketers, and retailers, but also interested consumers who want to learn how shopping behavior can be influenced.
After participating in this course, you won’t ever look at stores the same way again. You will automatically analyze every store you enter to discover the psychological techniques used to make shoppers buy.
Shopper movement and instore behavior
Shopper orientation and disorientation
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2
Shopper shadowing: Tracking shoppers in the store -
3
Four principles of how shoppers move in the store
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4
Grid and free form: Creating a store layout that suits the store
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5
Follow the yellow brick road: Influencing shopper movement through a loop
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6
How I ended up buying potato chips: Where to place products for purchase
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7
High and low selling zones -
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Eye level is buy level: The principles of shelf placement
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9
Horizontal, not vertical: Shoppers’ search patterns
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10
Follow the eye: Eyetracking at the Point of Sale
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11
From my bookshelf
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12
Quiz: Shopper movement and instore behavior
Influencing shoppers through the store atmosphere
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13
Overview of the module
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14
I’m so lost… and I hate this place: The effects of shopper disorientation
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15
It’s all in the head: Improving shopper orientation through cognitive map
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16
The magic number 7: Improving shopper orientation through signs
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17
Find out if your are color blind
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18
Words and pictures: Applying dual coding theory
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19
You are here: Improving orientation through store maps
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20
The store as a forbidden place: Consumer disinformation
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21
From my bookshelf
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22
Quiz: Shopper orientation and disorientation
Visual merchandising – the art and science of product presentation
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23
Overview of the module
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24
Communicating through the senses: How the store atmosphere influences emotions
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25
How the environment influences shoppers: The Mehrabian-Russell-Model
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26
Arousal and pleasure: The key drivers of in-store behavior
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27
Better slow than fast: Using background music in the store
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28
The smell of happy memories: Using ambient scents
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29
Let the sunshine in: Store lighting
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30
Red or blue? Colors in the store
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31
Everything must fit: The importance of congruence
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32
From my bookshelf
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33
Quiz: Influencing shoppers through the store atmosphere
Making shopping fun through experiential store design
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34
Overview of the module
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35
Seducing shoppers with the merchandise: What is visual merchandising?
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36
Shoppers only buy what they see: The 3 key principles of visual merchandising
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37
Less is more: Avoiding the choice overload effect
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38
Choosing the right company for your products: Bundled presentations
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39
Creating visual magnets: Directing the shoppers’ attention
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40
A picture says more than a thousand words: Using in-store graphics
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41
Close examination of an endcap
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42
From my bookshelf
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43
Quiz: Visual merchandising - the art and science of product presentation
Recipes for influencing shoppers
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44
Overview of the module
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45
Competing with cyberspace: Reasons for experiential retailing
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46
Necessity or fun: Utilitarian and hedonic shopping
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47
Pleasure seekers: Creating shopping experiences for hedonic shoppers
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48
Exciting places and live entertainment: Experiences for adventure shoppers
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49
Creating a third place: Designing experiences for social shoppers
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50
Gifts and curiosity: Experiences for role, gratification, and idea shoppers
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51
Appealing to bargain hunters: Designing experiences for deal-prone consumers
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52
Jungles, castles and Harry Potter: Creating effective themed experiences
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53
From my bookshelf
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54
Quiz: Making shopping fun through experiential store design
Course conclusion
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55
Overview of the module
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56
How much longer? Shorten consumers’ wait-time perceptions
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57
Influencing wait time perceptions at the checkout
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58
Expensive or cheap? Influence shoppers’ price perceptions
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59
Accessibility for all: Design the store for senior citizens
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60
Wait, wait, don’t go! Keep shoppers in the store longer
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61
I must have that! Encourage impulse purchases
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62
Make shopping simple and fun: The importance of processing fluency
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63
Quiz: Recipes for influencing shoppers
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