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Lessons to drive Change for success: This full day of workshops explores the essential retail elements from branding to store design as well as customer services.
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| Media marketers use electronic, print and digital media to communicate the message of quality, value and availability for their retail clients. Retail designers have a whole different palette of tools to tell the store's messages of service, commitment to satisfaction and company identity. As the touch points in the store can have a profound effect on the experience the customer has with the retail outlet, designers must be vigilant and aware of what the details and key attributes of the store say to the customer about the retailer. |
Morning Workshop A:
Using the store environment as a branding tool: Engaging your customers by providing relevant, exciting and unexpected experience to shoppers
Workshop leader: Jerry Gelsomino, Principal, FutureBest |
During this session, you will
- Be taken on a tour of some of the world's best retailers and explore how retailers communicate to consumers by the ways stores are designed and operated.
- Hear how do lighting, colors, human spaces and interactivity be used to entice browsers, engage potential buyers, and make the purchase process easy to close?
- Learn what make a successful retail design and hear examples of the best creative and marketing strategies in retail today.
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Morning Workshop B:
The power to convene: Understanding how to attract, shape and influence consumer behavior
Workshop leader: Kevin Kelley, Principal & Co-Founder, Shook Kelley |
| In the traditional model of retailing, consumers were happy enough to just find the products they needed at a good price and in a convenient location. However, the rules of retailing have been radically shifting and changing for some time now, as consumers are thinking and behaving differently than before. |
| While price and convenience are still critical factors in purchasing behavior, consumers today seem to be looking for more from retailers. Nowadays, consumers want to know about the meaning, purpose, values and soul of the brands they choose to associate, affiliate and identity with. They are looking to relate and connect with brands on a deeper, more personal and ethical level. And while clever brand messages and an online presence can help attract a consumer's interest, the real consumer quest and search is to find better, more meaningful places where values, identity, personal interests, and more importantly, community exists. Retailers have an incredible opportunity to tap into this consumer demand for brand meaning and brand experience. |
In this workshop, attendees will learn:
- How to leverage consumer perceptions to their advantage
- How to create a believable, credible and authoritative brand realm for both products and consumers
- How the language of iconography, symbology and meaning management can be used to create comprehensive brand experiences
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Afternoon session 14:00-17:00
Customer services and training |
Morning Workshop C:
Branded Customer Services- Integrate your staff services into the brand for a superior customer experience
Workshop leader: Alessandro Paparelli, HR Director, Ferragamo |
| Brands represent the future of successful business in Asia . Customers are looking to forge relationships with brands. This workshop will identify the basic components that contribute to strong brands as well as focus on key advantage retail and service businesses have at their disposal: customer interaction. This workshop will explain and demonstrate how customer service is shifting to branded customer experience. |
At this workshop, you will:
- Hear case study of Asia' s top (luxury) companies and learn how to apply the method into your business model.
- Carry out practical work in teams: you will be divided into groups to discuss, formulate and later present to everyone your views and strategies of your assigned projects.
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| This is a very valuable experience for you as you will take an active role in applying your knowledge, so don’t miss out. |
Morning Workshop D:
Working culture in Mainland China - Exploring how to use training to improve service standards
Workshop leader: Grant Yuan, Country Manager, Lookadok |
| Do you realize how many sales opportunities your typical Chinese staff misses per day, even though he complains about how little bonus he gets at the end of the month? We all know the shocking motto of the nouveaux riche of the Mainland - "show me the most expensive one, not the best one". How does this "bling" affect your retail staff? Now, it is your time to review the exact scale and scope of what goes wrong in the retail/service industry in Mainland China; |
During this session, you will
- Review the exact scale and scope of what goes wrong in the retail/service industry in China;
- Discover the differences between "common sense" and "acquired skills" and restore that common sense to your staff;
- Discuss with others in the same service dilemma on where to find the balance of training strategy between "enlighten and respect them" and "discipline and regulate them"
- Learn the respective roles of trainers, store managers and the top management in sustaining the training effect
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This thought-provoking and hands-on workshop is suitable for:
- HR directors
- Training managers / head trainers
- Retail/Operation managers
- Marketing directors
- Communication managers
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