Executive Program

in Retail Strategy, Design and Innovation

Are you a retail or design professional looking to make your mark? Want to create, manage, and understand these successful concepts that beat stiff competition? Need to understand which economic, psychological, social and cultural factors persuade consumers to spend their money with you?

Key Features

RETAIL AND RETAIL BRANDING

- Retail is about communication and one on one relationships

- Retail demands always: innovation–in formats, in brand positioning and in discovering a new customer facing relevance

- Retail brands have to be distinctive, consistent and coherent within the context and the ‘zeitgeist’

- Retailing is about the three 'F's; Facetted, Flexible and delivered Fast

THE COURSE PROGRAM ADDRESSES:

Analysis | research | insights | ‘the big problem’

Originality | new thinking | ’The Big Idea’

Scenario thinking | concepting | designing

Use of the retail toolkit | practicality

Story telling | strong performance | presentation

CUSTOMER LOYALTY AND BRAND BONDING REQUIRES ALIGNMENT OF THE TOOLKITS

STRATEGIC DESIGN TOOLKIT:

Globalization, Multichannel, Multi Format, Private Label, Price/value, Customer insights, Customer participation

ETHICAL DESIGN TOOLKIT:

Fair trade, Sustainability, Supplier Relationships, C.R.M, Trust, Meaning

RETAIL DESIGN TOOLKIT:

Identity, Circulation, Adjacencies, Space Productivity, Flexibility, Modularity, Lighting, Visual Merchandising, Clarity of Offer, Differentiation against Competition

AND...THE ROUTES TO MARKETS THRU CHANNELS:

Store – Online – Catalogue – Multichannel – TV direct – Off the page – Agent