Page 280 - DMGT552_VISUAL_MERCHANDISING

Unit 14: Experiential Retail

The Result Notes
This leading fashion specialty chain recently implemented this visionary interactive retail
exhibit during a planned renovation of the children’s department of its flagship store.
Several C3266PW displays were integrated into the exhibit and provided a highly-engaging,
interactive collaborative platform for kids to play and have fun. The feedback from parents
and the retailer’s sales personnel was overwhelmingly positive. The children’s interactive
exhibit created great excitement and buzz that helped the retailer differentiate its shopping
experience from other area stores and drive additional traffic to the store. Based on these
results, the retailer is planning to roll out this interactive exhibit to other key store locations
and is evaluating a complete roll out to all of its U.S. stores.
Question:
Analyse the case and interpret it in your own words.

Source: http://multimedia.3m.com/mws/mediawebserver?mwsId=SSSSSufSevTsZxtUoY_Bo8mUev
UqevTSevTSevTSeSSSSSS—&fn=Brand%20Experience.pdf

14.6 Summary

 People will forget what you said, people will forget what you did, but people will not
forget how you made them feel.
 A brand is a collection of perceptions in the mind of the consumer.

 Retailers face a fast-expanding, multi-pattern competitive set.
 Experience design (XD) is the practice of designing products, processes, services, events,
and environments with a focus placed on the quality of the user experience and culturally
relevant solutions.
 Commercial experience design is also known as customer experience design, and brand
experience.
 Gen C is the ‘Connected Collective’ consumer.
 Mobile devices have become “social oxygen”, enabling them to connect, create and share
opinions and thoughts with their tribes.
 Mixed Reality (MR) 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.
 Technology functions by enhancing one’s current perception of reality.

 Augmentation is conventionally in real-time and in semantic context with environmental
elements, such as sports scores on TV during a match.

14.7 Keywords

Augmented Reality (AR): 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.
Brand Experience: Brand experience is the cumulative perception of a brand that is based on
impression gained by visual, verbal and experiential encountered with brand.
Brand: A brand is a collection of perceptions in the mind of the consumer.

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