Visual Merchandising
About this book
Why a book on Visual Merchandising? Because Visual Merchandising gives substance to something that has to change its very essence: the store. The rise of new communication artifacts in today's multichannel context means that the store needs to transform its role and its methods for interacting with both customers and producers. The store has to offer value through proactive interaction with its customers. If value in the store visit lies in living an experience, regardless of making a purchase, Visual Merchandising lays the groundwork for that experience. This book is for people who deal with communication – for the store and in the store – distributors, agencies, and university students in Master's programs, along with all those interested in Marketing, Communication, or Retailing.
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Information
Table of contents
- Copertina
- Frontespizio
- Copyright
- Table of Contents
- Acknowledgements
- Introduction: What kind of visual merchandising?
- 1. Store atmosphere as a preferential dimension of the store experience
- 2. Interactive environments: new dimensions in communication
- 3. From identity systems to visual merchandising
- 4. Visual merchandising and communication outside of the store
- 5. The layout: physical mobility to informational mobility
- 6. The display and space allocation
- 7. Point of purchase communication
- 8. Visual merchandising in channel relationships
- 9. Evaluating the effectiveness of store design activity from an experiential perspective
- Glossary
- Authors
- References