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50th Retail Excellence Seminar Series on Best Practices in Store Atmospherics: Contemporary Retail Strategies to Influence Shoppers’ Buying Behaviour
November 7 @ 1:00 pm - 6:00 pm
BEST PRACTICES IN STORE ATMOSPHERICS:
Contemporary Retail Strategies to Influence Shoppers’ Buying Behaviour
DATE: November 7, 2019 (Thursday)
VENUE: Magellan, 41st Floor Discovery Suites Manila – 25 ADB Avenue Ortigas Center, Pasig City
LEARNING PARTNER: Natalie Tan – Retail Consultant, Shop Design and Visual Merchandising Expert and One of Canada’s Top Retail Merchandising Expert*
(*David Lui, VP Marketing, Marks & FGL Sports)
DOWNLOAD REGISTRATION FORM:
I. DESCRIPTION AND COURSE OUTLINE:
A. STORE ATMOSPHERICS: DO YOU HAVE A SILENT SELLING STRATEGY?
What is Store Atmospherics and Why is it Crucial to Sales
Successful shops employ both active and silent selling strategies. While most shop operators train their sales team in active selling methods, very few incorporate visual communication as part of their overall selling strategy. When last of skilled labour is fast becoming the number one issue most retailers have to deal with, having a Silent Selling Strategy in place becomes vital.
Silent Selling Strategy begins even before a customer walks into the shop. Messages are layered from the entrance all the way to the merchandise display. This creates an almost logical sequence to an item’s eventual purchase. More powerful than the customer’s need for an item I the emotional connection generated by silent selling. Ultimately, the goal is to create an emotional bond between your customers, your shop and the very products you sell.
B. SHOPPING ENVIRONMENTS THAT SELL
Influencing Shopping Behaviour through elements that comprise Shop Atmospherics
1. Creating an Effective Shop Layout Traffic Plan
2. Implementing a Shop Layout Category Adjacency Plan the Multiple Sells
3. Using a Fixturing Plan at Entices Shopper/Merchandise Interaction
As customers walk by your entrance, how many enter? How many simply walk past it? Out of those that entered, how many bought? As retailers, our sales are often at the mercy of a shopper’s mood. If this is the case, what can we do to influence shopping decision? The session shows how setting an effective retail foundation – from layout and traffic paths, to fixturing and category adjacencies provide your sales team with a vital tool to achieve sales targets.
C. SETTING SHOP ATMOSPHERICS TO INDUCE BUYING TRIGGERS
– Emotionally Engaging Customers Leading to Purchase
– VM 101: Visual Display Strategies to Employ
Why do we buy? What makes an item ‘hot’? Shopping can be an activity considered as a chore or as entertainment. Which of these two activities would you like your shop to fall under? When shoppers have less time and modern life creates a ‘grab and go’ attitude, ensuring that your merchandise displays trigger buying is crucial to success.
II. LEARNING OUTCOMES:
At the end of the session, participants will have learned the following:
– Buying Triggers: Stimulus that sets customers to buy
– Elements that comprise Shop Atmospherics and their direct impact on sales performance
– Setting a shop layout that maximizes selling space penetration
– Merchandise categories and how adjacencies increase incidences of multiple sales
– Shop fixture designs / types that sell better than others
– Display strategies that engages shopper emotions and influence shopping behaviour
III. WHO SHOULD ATTEND
This seminar is designed to:
– Business Owners
– Vice Presidents
– Senior Executives
– Visual Merchandising Managers
– Retail Marketing Directors/Managers
– Communications Managers
– Brand Managers
– Product Managers
– Retail Store Operation Managers
– Business Development Managers
– Store Planners
– Anyone planning to open a retail business; already operating one and/or working in a retail environment who would like to increase sales performance
IV: HEAR FROM ONE OF CANADA’S RETAIL MERCHANDISING EXPERT*:
Natalie Tan provides clients with the tools to excel in their business. Over 25 years in specialty retailing has provided Natalie with the expertise to offer innovative strategies to shopping centres, retail shops and airport operators in maximizing their revenues.
Natalie has been an instructor at the BCIT School of Business since 2004 and currently teaches Retail Merchandising and Display Strategies at the BCIT School of Business. She is the author of “Ready, Set, Sell!”, an easy to implement guide to small business owners and a book currently used by her students. She also teaches Retail Strategies and is currently developing an Essentials of Retailing course.
She served as a member of Retail BC’s Board of Directors and the board of BC Shopping Centres Association. She has been featured in Costco Connection and several other American publications. She guested at Vancouver’s Breakfast TV and is called by the Canadian Broadcast Corporation for expert perspective on current retail issues.
|EARLY BIRD RATE
(if paid on/or before November 5, 2019)
(If paid on November 6, 2019)
|PRA Members||Php 2,495||Php 3,495|
|Non-PRA Members||Php 3,495||Php 4,495|
*GROUP OF 5 OR MORE: 5% DISCOUNT