La Casa de la Marca // ¿Por dónde empieza el VIM?

merchanlab Shopping experience February 25, 2016July 14, 2022experiencia de compra, merchanlab, retail, shopping experience

Let's imagine a dinner party at home with friends. We want them to be welcomed from outside the house, to find parking for their car without any problems, to locate the house where the event will be held so they can recognize it, for the garden to smell of flowers, and for the door to have a doorbell so they can knock. We want them to find the right person, warm and welcoming, when we welcome them. Without exaggeration, without pretensions... we want them to be genuine and friendly.

As your guest takes their first steps into the house, they may begin to receive pleasant messages: the smell of delicious food coming from the kitchen, the smell of flowers on the table... and hearing a soft Nina Simone-type song in the background. Even though they don't know her, they want to know who she is... Start talking about memories that bring back fun thoughts and are an excuse to prolong the moment.

Prepare a pleasant moment that frees you from external tension, work problems, and complicated traffic.

"It's been a while since I saw you, but it's great to have you with us."

This is how the buying experience works: the house must be ready to receive clients, and the first contact is key to getting it started.
Why would a customer prefer to come into our store? There are so many shopping options in the market these days. Just like with our friends, there are people we prefer to see more than others. Identification is key. Why would I go into the home of someone I don't like? Or where I'm not treated well?

We often go to stores because of the product or the brand, but the service we receive isn't always the best. This doesn't create any long-term customer engagement and doesn't establish any lasting relationships. Customers only come back for the time when a new brand emerges, offering a similar product but better service. Engage them from the very beginning and let them know through your customer service that you care.

At the end of the evening at your house, he or she leaves and says, "It was great we saw each other, and I hope we can do it again soon."

The buying experience is the complete set of perceptions that customers receive when purchasing a product or service, and even what they feel after closing the deal. The buying experience is about feelings, emotions, and sensations.

With or without visual?

merchanlab Shopping experience, Store Concept, Visual Merchandising February 24, 2016July 14, 2022escaparates, merchanlab, retail, store concept, visual merchandising

The term may sound very current, but it has existed throughout human history, from merchants displaying their harvest at the market to large chain stores displaying their collections in their stores.

Visual merchandising (VIM) is an activity that has always been practiced, but the best part is when it's mastered and becomes part of the brand's commercial strategy. There's no VIM without a strategy behind it that can justify it. We can't improvise in stores; that would be complex and lack added value for the brand.

Consistency is a determining factor for the Store Concept that emerges across brands; each space, each display must be measured by its results. But let's not make the mistake of leaving the VIM solely responsible for good or bad sales.

Each product or product category has its own story and performance, but the visual focus that VIM provides enriches and enhances the sales generated by the item itself. This justifies window displays tailored to the product, visual merchandising focused on sales results, and the execution of store staff.

Customers must be immersed in a welcoming and pleasant atmosphere, making them spend more time in the store looking for things they weren't looking for. They must find a haven in the brand where they can have a good time without complications and have a shopping experience that's both enjoyable and enjoyable. shopping experience satisfactoria y sobre todo presumible con sus amigos.