Kate Schaefer

Swipe, Scan, Shop (eBook, PDF)

Interactive Visual Merchandising

• Format: PDF

Produktbeschreibung

Successful fashion merchandising, branding and communication start with satisfyingly sensory and interactive shopping experiences. With Kate Schaefer's beautifully illustrated and practical book, learn how retailers create these experiences to connect with shoppers, enhance the retail experience, and achieve brand loyalty. With company highlights from brands such as Amazon Go, FIT:MATCH and Sephora, Swipe, Scan, Shop shows how fashion retailers are embracing the omnichannel retail experience, by using virtual and augmented reality, beacon technologies and facial recognition, among others. As shoppers become more dependent on digital devices as part of their shopping experience, visual merchandisers are adapting by incorporating mobile tech to tell a story, alert shoppers of product locations and inventory levels, and allow for the customization of products and sharing with friends. With a companion website that includes resources and links to further information and videos discussed in the book, this practical guide shows how to inform, entice, and engage customers by incorporating social technology throughout the shopping experience.

Produktdetails

• Verlag: Bloomsbury eBooks UK
• Seitenzahl: 200
• Erscheinungstermin: 11. März 2021
• Englisch
• ISBN-13: 9781350092884
• Artikelnr.: 60952352

Autorenporträt

Kate Schaefer is an Associate Professor of Instruction in the Fashion Studies department at Columbia College Chicago, USA. With an MBA from DePaul University and a Bachelor of Arts from Indiana University, Kate has always been interested in the progression of the physical retail space store as digital technologies evolve. She currently teaches future of fashion courses, in addition to a variety of other courses across the curriculum, including study away experiences for students.

Inhaltsangabe

1. What is Visual Merchandising?
Overview of VM
What it includes
Why it is used (Commerciality)
How visual merchandising has progressed
2. The History and Evolution of Visual Merchandising
History of visual merchandising
Evolution of visual merchandising and display
Incorporating digital technologies
Successes and Challenges: Translating the "See Now, Buy Now" to the sales
floor
Company Spotlight: Sephora
3. Visual Merchandising and Omnichannel Retail
Enhancing the online shopping experience
Social Media and visual merchandising
Using mobile devices (Introduce beacon technologies, interactive displays)
Mass Customization
Company Spotlight: Ted Baker and Google
4. Store Planning and Design
What is store planning?
Square Footage vs. Selling Space
Materials
Furniture
Software programs/CAD programs
Tradeshows (ie. GlobalShop)
Company Spotlight: Visual Retailing (MockShop) or Retail Smart
5. Store Interiors
Experiential retail
Sensory merchandising
Sustainability in visual merchandising
Heat Mapping (Data Analytics)
Dwell Time (Data Analytics)
Company Spotlight: Amazon (AmazonGo)
6. Mannequins and Forms
Communicating through mannequins and forms
The future of mannequins and forms
Company Spotlight: Iconome
7. Exterior and Window Displays
Interactive Displays: Who, What, Why
Infrared Sensors
Facial Recognition
Virtual Reality
Augmented Reality
Mobile Commerce
Social Media/Mass Customization
Conclusion
What Might We Expect as the Future of VM?