Professional Documents
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Concept
Positioning
Depth
LOCATION
STORE
Banner
Atmospherics FRONT
Quality/
Decoration Facade
Brands
Storyline
Store
Full Prices / Scenography
window
Promotions
LAYOUT
DISPLAY
Space
T/o Margin
Circulation
Impulse
Width
Cost
Gain market
share
Convenience
MANAGEMENT
Principles
Human resources
LOGISTICS &
Back Office
Increase profitability
RETAIL BRAND
AWARENESS
Communication
Advertising
Brand
Platform
Maximize
ROI
supply chain
in-store logistics
Staff service areas
CRM
Loyalty programme
One-to-one marketing
Events, etc.
...
EQUIPMENTS
Service
INFORMATION
SYSTEMS
SERVICES
Time
Nathalie RAMANANTSOA-FRAT
2$
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2- Customer
Journey
Generic Framework
Customer
Journey
Mapping
Generic Framework
BEFORE&
Sequence&
&
&&
&
Triggers'
$En<ce$
A)ractors'
! Product'/'Service'
! Brand'awareness'
availability'
! Orienta;on'
!
AFTER&
DURING&PURCHASE&
Enter$
Discover$
Search$
Engage$
!
Rituals'
Evaluate$&$
choose$
Buy$
!
Use$
Extend$experience$
Recommend$
Ease'of'buying' ! 1st'experience'
! Quality'of'service'
Client&
mo=va=ons&&&
expecta=ons&
Touchpoints&&
+&Ac=vi=es&
&&
circumstances&
of&engagement&
Client&&
state&of&mind$
(&&&&&&&/&&&&&&&/&&&&)&
Barriers&
N&
Catalysts&
+&
Quality&of&
experience&
(&&&&&/&&&&&&/&&&&&&)&
ESSEC$%$Chaire$Stratgie$Vente$Marke2ng$
Stratgie$de$Commercialisa2on$%$Nathalie$RAMANANTSOA%FRAT$$
1$
Nathalie RAMANANTSOA-FRAT
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1"
2"
3"
4"
5"
6"
7"
Loca2on$quality$
Strength$of$concept$
AFrac2veness$$Power$of$seduc2on$
Consistency$vs.$brand$DNA$
Shopability$
Design$(atmospherics,.decora0on,.scenography,.etc..).
Storefront$(facade,$store$window,$)$
Layout$
Signage$
Equipements,$$xtures$&$furniture$
Ligh2ngs$
Readability$of$the$oer$
Visual$Merchandising$
Sta$
Customer$Experience$/$Customer$journey$
CRM$scheme$
ESSEC$%$Chaire$Stratgie$Vente$Marke2ng$
3$
Stratgie$de$Commercialisa2on$%$Nathalie$RAMANANTSOA%FRAT$$
4- Assignment focus
Your field analysis report must cover as much as possible all items presented in the above pictured
grids and frameworks.
Your insights should draw as much on direct field observations as on desk research and sales
associates and clients interviews.
You should in particular:
1. Deliver a documented analysis of the Retail Concept and Brand platform on the abovementioned items.
2. Formalise the main experience scenarios that you have either gone through or observed
(please, mind to specify the associated client profile)
3. Set up and document your concept evaluation grid
4. Draw your conclusions concerning the key takeaways
Nathalie RAMANANTSOA-FRAT
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