Three Misunderstandings of Visual Marketing Cognition

The retail industry has a concept called “visual marketing”, which has always been a hot term in the industry. The concept itself (connotation and extension) has different definitions in different people, but in the process of terminal transformation practice, the author believes that the current retail industry is so-called The cognition of visual marketing is biased. Therefore, the previous misunderstanding is that the emphasis on visual display is more important than the overall store atmosphere.

In the initial stage of development of the retail industry, it is an important marketing tool to display consumers' favors, but with the continuous upgrading of Chinese consumers' consumption power and lifestyle, and even the continuous upgrading of China's retail industry and marketing such as “experience marketing”. The concept of innovation, the current concept of "small exhibition" is far from meeting the new needs of the retail industry. It can be said that "big exhibition" (that is, the store atmosphere that encompasses the five senses of consumers, reasonable category setting, and greater consumer psychology. Feeling and minimizing the cost of shopping for consumers) has far surpassed the scope of simple visual marketing. The store is not only "clean and bright" but also needs "charm". From the front of the consumer, the door and window of the store are seen. To the store display, music, smell, and even the staff's services (look, smile, action, language, etc.) and category management must form the system as a whole to show the "glamour" to consumers, modern marketing is about the system rather than a few Smart "points", the store is gorgeous like a fantasy theater, if the product is not fresh, there is health inside The smell of cold or shopping guide service personnel will not be hard to forget.

The second misunderstanding is that the emphasis on display item materials is greater than the emphasis on information and data.

The display is artistic, the display artist needs to have the ability to change the earth and change the earth, and use the color and shadow lines to create the atmosphere, but the display is for the sales service, if it is just self-entertainment and does not know the sales effect (such as the store rate, try-on rate, deal The display of the rate is undoubtedly the scorpion lighting white wax, the display artist must apply the scientific spirit to the exhibition, rather than the casual, emotional display operation. The author believes that to overcome the sensibility of display, we must pay attention to scientific methods such as “hypothesis-verification”, because in the practice of display, we often have no precedent for these problems, such as how to rationally design the commercial space of new stores and The layout facilities, how to arrange the variety structure and distribution volume of the newly opened store, how to carry out the display of the shelf display of the window display, the adjustment of the atmosphere of the store, and the adjustment of the atmosphere, etc. according to the business district and the purchase of the customer, so it is necessary to touch the stone. The river and the law of exploration accumulate experience, then the "hypothesis-verification" can be applied. In addition, for example, 5W in lean management, by constantly asking why, why why ..... to find the essence of the problem, in addition to the fishbone diagram in quality management, etc. are tools we can use to analyze the problem, and in the information system The sales data of the category is our good analysis result helper.

The third misunderstanding is that the emphasis on self is greater than the attention of consumers.

The exhibitors are obsessed with the concept of expressing themselves, dressing up the store's packaging dreams, focusing on the line of research to ambush the store in the store, depending on the consumer in the labyrinth of the mouse or the shackles can play with. In fact, with the growth of the 8090 after the vision and education level, the smart consumers are aware of the commercial intentions. The retail industry's self-righteous self-righteousness often makes consumers feel resentful. Therefore, the author believes that the display should be honestly rethinking the lifestyle of consumers, and considering the display from the perspective of consumers, rather than standing in the perspective of facilitating the expression, operation and management of the brand itself.

In the era of sufficient material consumption, consumers have the desire to worry about demand and often not specific commodity opinions. As a retail enterprise, they must have positive and independent opinions, and consumers will be attracted to the door. The so-called "have to respond to the valley, you must take the initiative." Calling the mountains, there is no echo if you don't call the mountains." Therefore, modern chain shoes and clothing stores must select the main customer base and deeply understand the customer's desire for life and dissatisfaction, and answer and satisfy their confusion and needs.

At present, the so-called "sales of goods standing in the self (manufacturer) position" commonly used in retail stores is to organize goods according to the manufacturer's classification system. For example, in the shoe clothing store "shoes" large-category display area, it is divided into "dress", "business "Scene" and other different small-category shelf areas, while "proposed-type merchandise sales" requires retail stores to arrange store display products from the perspective of consumers, and to explore customers with a certain purpose of life scenarios, appeals The point is to let the customer group realize the true value of the goods, such as the red wedding ceremony of May Day and National Day as the entry point, organize the relevant wedding shoes, red belts and jewelry products to form the wedding scene display area.
If a consumer needs relevant clothing and footwear because he is nearing marriage, he enters the retail store for some reason. If the store's merchandise display is based on the manufacturer's own formal wear, business, leisure, injection molding, leather goods, clothing. If the category is composed, it is more difficult for consumers to find a product suitable for their festive needs in the store. It is very likely that he has rushed away from the eye-catching area and simply did not think that he has no toothpaste.

However, if the life scenario proposal counter of the theme of "happy wedding scene" is set in the store, it is easier to reminiscent of the items needed for marriage by being closer to the actual life scene of the target consumer group. Therefore, if the retail store truly stands at the customer's point of view and provides customers with life buying advice through the scenario proposal, it will also expand the sales opportunities of the store.

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