Do You Want To Know What The Display Brings To Us?

I remember one time, we conducted a display training for a group of 40 senior shop managers in an enterprise. Before training, we first divided the store managers into three teams: red, yellow and blue. We raised such a question. What did the customers want to get besides clothes? Three members of the team wrote these answers on paper after a long time of reflection and discussion.

A, red team: atmosphere, friendship, kindness, fashion, superiority and good feeling.

B, Huang team: good environment, friendship, popular information, respected feeling and life experience.

C, blue team: good shopping environment, smile, fashion feelings, excellent service, value for money.

These store managers have at least three years of experience in terminal management.

I still know quite well.

Therefore, we believe that this answer is basically true to reflect some of the psychological feelings of customers.

Here we can find three answers: customers need not only to buy clothes, but also to experience the spiritual experience of "respect, desire and smile" between people and people. They also need the experience of "good environment, fashion information and atmosphere".

Giorgio Armani, a famous fashion designer in Italy, was engaged in window display in a department store in Italy, and Armani, who was born in the early days, has a deeper understanding of the store. "We need to create an exciting and unexpected experience for our customers, while maintaining a clear and consistent recognition on the whole.

Every part of the shop is expressing my aesthetic ideas. I hope to show my design in a space and atmosphere and provide a deep experience for the customers.

Please note this sentence: "every part of the shop is expressing my aesthetic ideas. I hope to show my design in a space and atmosphere."

In other words

The clothing is in the specific environment of Armani stores, the specific lighting, display mode and salesperson's service. Under such a specific brand culture atmosphere, is it conceived that if Armani's clothing is sold in a disorderly low-grade wholesale market, can it also sell the price of the exclusive store? Therefore, in this sense, the way of display and clothing are equally valuable, and display can promote sales and create value.

The famous casual wear brand Giordano has been spared no effort to promote its display at the terminal since it entered the mainland in 1992.

Giordano sees the role of display in this way: the merchandising function of goods display is more powerful than any other media, and the first impression that goods give consumers is a lasting impression.

Visual merchandising is based on the front line of sales. It is a silent salesman.

Coincidentally, as

The new idol ZARA has a unique view on display: "although the quantity of each commodity is limited, but by renewing the stock two times a week and placing the goods in rotation, the store still gives people a refreshing feeling every day, which is a good result of making the exhibition plan ahead of schedule.

Customers can't help but look around in the shop. They feel that the store seems to be updating forever. "

In addition to having solid foundation knowledge, an excellent Chen Li also has some research on brand style, customer purchase psychology and product sales.

In recent years, the marketing community in China also referred to the display of stores as "visual merchandising", which shows the status of display in marketing.