Page 139 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes Our approach for this research was based on using a range of data sources and research
methodologies, then cross-referencing data points to ensure a complete and objective
assessment of shopper response. These included:
 Traffic flow analysis – assessing the effectiveness of store layouts and verifying
“actual” shopper behaviour.

 Window assessment – quantifying store front attractiveness and potential to convert
customers to entry.
 Accompanied shopping – depth interviews to provide a detailed understanding of
shopper response to the retail environment.
 Exit interviews – to quantify changes in shopper profile, perception and shopping
missions.
Whilst the initial shopper research revealed a generally positive response to the design, it
also revealed that certain key factors needed to be addressed to ensure the new stores
delivered on all three areas of brand experience, ease of shopping and sales performance.
Notably, ensuring immediate brand recognition, reflecting core brand values and
improving product stand out were identified as potential weaknesses, based
on shopper insights and observed shopper behaviour.
Applying insights from this first wave of research, the Swarovski retail team implemented
our recommendations in a second iteration of the new store design. Shopworks then
conducted further research to verify shopper response to the design revisions in a broader
number of markets, including Kyoto, Paris, Geneva, Chicago and London.
This project constitutes, in our view, an excellent example of how shopper insights can be
used to guide and refine the design process to achieve a truly world class store environment.
Swarovski Testimonial
“We were convinced by Shopworks sophisticated combination of insights methodologies and their
broad experiences. And I can tell you: at the end we had plenty of actionable recommendations which
indeed have proven to be really successful after having been implemented”
Dr. Alexander Linder, Director

Corporate Consumer & Market Insights,
Swarovski AG
Question
Assume yourself as a retail store design consultant. What are insights can you provide to
make Swarovski store a hit with customers?

Source: http://www.shopworks.co.uk/file/60206079deab254ea17b2e75878703bd/swarovski-crystal-
shopper-insight-case-study.html

6. 5 Summary

 Retail store displays can be used to get people interested in coming into your store, and
then they can be used to get people interested in buying your products.
 The external analysis studies factors that affect the macro-environment of the retailing
industry and the task environment.

 The difference between current and future position is known as planning.

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