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This course is for anyone involved in or fascinated by the world of retail.
It will be of particular practical use for boutique and independent retailers and their managers as it provides insights into simple techniques used by some of the world's leading retailers to improve the shopper experience.
The course specifically covers four key techniques to attract shoppers into a store and help them get into a mindset to linger longer, buy more and tell their friends about the good experience they had in that store.
In each section, shopper experience expert, Kevin Moore, shows examples and shares his observations from a wide variety of stores, large and small, he's visited during his shopper experience tours in the Americas, Asia, Europe and Australasia. His real-world insights and examples will help you understand the concepts and inspire you to come up with your own variations.
The four main concepts covered in this course to improve the shopper experience are:
Each section contains a short video where Kevin explains the concept. He then takes you through an extensive collection of photos he's gathered during his trips to illustrate and reinforce the concepts.
The four elements in this course are a taster taken from Kevin Moore's much more in-depth shopper experience course - The Retail Trifecta - also available on Udemy. The full course goes into great depth on Kevin's concept of The Retail Trifecta - the three essential retail ingredients that, when successfully combined together, create a multiplying effect to the success of the business and the experience of its shoppers. The full course covers the twenty steps that retailers need to get right in order to achieve their own Retail Trifecta.
So, if you want to quickly dip your toe into the world of the "shopper experience" and understand some easy concepts that improve it, then this course is for you!
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|Section 1: A quick overview of the importance of improving the "shopper experience".|
This course is for retailers to help them to better attract shoppers into their store.
So who is Kevin Moore and how can you benefit from his professional experience? In this lecture, Kevin explains how he "shops" stores around the world for his retail clients and then reports back to them on what trends he observes and what steps they can take to improve the shopper experience in their own stores. He explains the concept of the "shopper" as opposed to the "customer" and outlines how he observes retail environments he visits to analyse and understand the overall quality of the "shopper experience" in any particular retail environment.
|Section 2: Getting your store noticed and making your window work for you|
Side-walk interrupters are not new - they've been used since the advent of retailing to help shoppers notice the merchant's store or market stall. You could say it was the 101 of retailing to understand this but it's amazing how many retailers overlook it - and how many shopping malls fail to offer solutions for it to their tenants! In this lecture, you'll see a wide variety of examples that Kevin has observed whilst on his Road to Retail trips.
|Quiz 1||2 questions|
Quiz on sidewalk interrupters
So you've stopped the shopper on the side-walk and helped them notice your store from the outside. So how do you entice them to enter? The window display is one major way!
In this section, Kevin shows some of the techniques such as colour blocking, cross promotions, big displays, small displays, manufacturers branded point-of-sale etc that retailers use to increase foot-fall into their stores. This section shows lots of examples including some great examples of retail theatre.
|Section 3: Slowing shoppers down ready to buy|
Rush, rush, rush! How do you slow the shopper down to notice your products? In this section, Kevin shows lots of examples of decompression zones from very simple to more elaborate - to the best of all: the human decompression zone!
What makes a good "decompression zone"
|Section 4: Helping shoppers see your offering|
This is one trend that has been going global rapidly over the last few years. Retailers realised that it was better to allow the shopper to see around the whole store rather than stacking shelves to the ceiling to maximise usage of air-space. In this section, Kevin shows how many retailers have grasped the benefits of getting this right but how some still haven't! Have you?!
This is just the start of your journey down the Road to Retail. Find about some other journeys you can join us on!
Kevin Moore has spent 25 years working in and around retail for manufacturers, retailers and service providers across 44 countries. He walks at least 2,000 stores around the world each year looking at shopper marketing trends. The need to engage, entertain, and inspire shoppers, and shoppers' hunger for change and innovation, is more important than ever before. He has also managed businesses in over 40 countries.
Kevin is regularly quoted in Australian media as an International Retail Expert and is the Retail Expert on a small business show for one of the main Australian free-to-air networks.
He is also a weekly blog contributor to smartcompany and the founder of theROADtoRETAIL - a website dedicated to the shopper experience.
Chairman CROSSMARK Asia Pac
Chairman Coraggio Advisory Boards 6 & 7
Chairman NowComms Group
Shopper Marketing Director Mirador Retail Technology