Store Design and Visual Merchandising: Creating Store Space That Encourages Buying: Store Design and Visual Merchandising, Second Edition - Brossura

Ebster, Claus

Brossura

ISBN 10: 1631571125 ISBN 13: 9781631571121

Casa editrice: Business Expert Pr, 2015

Riassunto

The creative and science-driven design of the point of sale has become a crucial success factor for both retailers and service businesses. In the newly revised and expanded edition of this book, you will learn some of the shopper marketing secrets from the authors about how you can design your store to increase sales and delight shoppers at the same time. By the time you are through reading this book, you will have learned how shoppers navigate the store, how they search for products, and how you can make them find the products you want them to see.

In an age of self service stores, saturated markets and ever more demanding customers, the careful and science driven design of the point of sale has become a crucial success factor for both retailers and service businesses. In this second edition, the interested reader will find a variety of hands on suggestions on how to optimize the design of retail stores, including new 'design recipes' in Chapter 7, and service environments to increase customer satisfaction and sales. While the focus is on the practical applicability of the concepts discussed, the book is nevertheless firmly grounded in consumer and psychological research. In this respect it is uniquely positioned vis a vis books written by artists, architects, and interior designers which lack a solid research foundation and academic journal articles, which are often inaccessible to the educated yet non specialized reader. In writing this book, the author draws on both the recent research literature and his own experience as a marketing consultant and consumer researcher. The intended audiences are marketing managers, small business owners, and MBA students. Topics covered in the book include: goals and relevance of store design; design tips derived from environmental psychology; cognitive and affective approaches to store design and visual merchandising; use of ambient factors such as music, colors and scents; creation of emotional experiences and theming.

A MOOC on Store Design, Visual Merchandising, and Shopper Marketing has also been created by Ebster. This is an excellent accompaniment to this second edition of Store Design and Visual Merchandising, which is the official book of the MOOC. Please visit https://iversity.org/en/courses/store-design-visual-merchandising-and-sh... for more information and to enroll in the MOOC.

Interview With the Author.docx

Su questo libro

L'autore

University of Vienna; Department of Marketing

Dettagli dell?edizione

• Editore: Business Expert Pr
• Data di pubblicazione: 2015
• ISBN 10: 1631571125
• ISBN 13: 9781631571121
• Rilegatura: Copertina flessibile
• Lingua: Inglese
• Numero edizione: 2
• Numero di pagine: 150