Page 277 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes

Lab Exercise Go to website http://turbulence.org/mixed_realities/ and collect more
information on mixed realities.

Self Assessment

State whether the following statements are true or false:

14. Augmented Reality (AR) is a live, direct or indirect, view of a physical, real-world
environment whose elements are augmented by computer-generated sensory input such
as sound, video, graphics or GPS data.

15. Mixed Reality (MR) (encompassing both augmented reality and augmented virtuality)
refers to the merging of real and virtual worlds to produce new environments and
visualisations where physical and digital objects coexist and interact in real time.
16. Technology functions by minimising one’s current perception of reality.
17. By contrast, virtual reality replaces the real world with a simulated one.
18. Augmentation is conventionally in real-time and in semantic context with environmental
elements, such as sports scores on TV during a match.

14.5 Experiential Retail – The New Retail Scenario

Service Branding is the often overlooked aspect of what makes a good Retail Brand an experience.
If you separate the design of the logo, shop, merchandising, advertising and point of sale what
is left for a business to do or use to differentiate or compete? The answer: service. Yes, whether
it is via staff (Customer care/service) or Self-service (automation, or DIY) – it is the process of
helping to turn shoppers into paying customers. The secret of ‘service’ is for it to be synchronised
with what the Brand offers, or promises. If the brand promises to be helpful, so too must the
service – whether through people or automation. The constituent parts of a ‘service’ offer are
identified by the ‘customer journey’ (or rather, the process and mindset by which a shopper or
prospect engages with a brand, or in a store experience). The parts include signage, online or in-
store navigation, the role of staff (are they there to help, to inform, to sell or to transact?) plus the
various sensory elements of branding including lighting, music, aroma, visuals, interactivity
and convenience.
Service is most often associated with Store Staff – how helpful were they? How friendly were
they? How knowledgeable about the products on sale, or services offered were they? How easy,
fast, simple or clear was the ‘experience’ of transitioning from ‘shopper’ to ‘buyer’. Branding
starts with awareness and a promise and then through experience translates into preference and
decision-making. A ‘sale’ begins long before the actual transaction itself. People convince
themselves and look for Brands to help them make their decisions, or support their decisions.
All purchases are led by emotions, because as humans we process information and stimulus
through our senses which are ‘hard wired’ to our brains.
And, retailing is all about entertainment. As we move beyond the search for basics (food, air,
water, fire, security) we look for ways and means to self-actualise. We ‘shop’ to inform, entertain
and to create our identity. Shopping is as much as about socialisation as it is about function.
Brands that offer this and are able to help their target customers connect with the identity they
aspire to are successful. They offer products and services which attract, support and deliver on
what they promise. Service is critical to this, because it is the most often justified reason for why
we do or do not ‘like’ stores, restaurants, hotels, airlines or companies. When you shop you are

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