Shopper Marketing, Store Design and Visual Merchandising

Course Curriculum

Chapter 1: Introduction

Lecture 1: Introduction

Chapter 2: Shopper movement and instore behavior

Lecture 1: Shopper shadowing: Tracking shoppers in the store

Lecture 2: Four principles of how shoppers move in the store

Lecture 3: Grid and free form: Creating a store layout that suits the store

Lecture 4: Follow the yellow brick road: Influencing shopper movement through a loop

Lecture 5: How I ended up buying potato chips: Where to place products for purchase

Lecture 6: Eye level is buy level: The principles of shelf placement

Lecture 7: Horizontal, not vertical: Shoppers’ search patterns

Lecture 8: Follow the eye: Eyetracking at the Point of Sale

Lecture 9: From my bookshelf

Chapter 3: Shopper orientation and disorientation

Lecture 1: Overview of the module

Lecture 2: I’m so lost… and I hate this place: The effects of shopper disorientation

Lecture 3: It’s all in the head: Improving shopper orientation through cognitive map

Lecture 4: The magic number 7: Improving shopper orientation through signs

Lecture 5: Words and pictures: Applying dual coding theory

Lecture 6: You are here: Improving orientation through store maps

Lecture 7: The store as a forbidden place: Consumer disinformation

Lecture 8: From my bookshelf

Chapter 4: Influencing shoppers through the store atmosphere

Lecture 1: Overview of the module

Lecture 2: Communicating through the senses: How the store atmosphere influences emotions

Lecture 3: How the environment influences shoppers: The Mehrabian-Russell-Model

Lecture 4: Arousal and pleasure: The key drivers of in-store behavior

Lecture 5: Better slow than fast: Using background music in the store

Lecture 6: The smell of happy memories: Using ambient scents

Lecture 7: Let the sunshine in: Store lighting

Lecture 8: Red or blue? Colors in the store

Lecture 9: Everything must fit: The importance of congruence

Lecture 10: From my bookshelf

Chapter 5: Visual merchandising – the art and science of product presentation

Lecture 1: Overview of the module

Lecture 2: Seducing shoppers with the merchandise: What is visual merchandising?

Lecture 3: Shoppers only buy what they see: The 3 key principles of visual merchandising

Lecture 4: Less is more: Avoiding the choice overload effect

Lecture 5: Choosing the right company for your products: Bundled presentations

Lecture 6: Creating visual magnets: Directing the shoppers’ attention

Lecture 7: A picture says more than a thousand words: Using in-store graphics

Lecture 8: From my bookshelf

Chapter 6: Making shopping fun through experiential store design

Lecture 1: Overview of the module

Lecture 2: Competing with cyberspace: Reasons for experiential retailing

Lecture 3: Necessity or fun: Utilitarian and hedonic shopping

Lecture 4: Pleasure seekers: Creating shopping experiences for hedonic shoppers

Lecture 5: Exciting places and live entertainment: Experiences for adventure shoppers

Lecture 6: Creating a third place: Designing experiences for social shoppers

Lecture 7: Gifts and curiosity: Experiences for role, gratification, and idea shoppers

Lecture 8: Appealing to bargain hunters: Designing experiences for deal-prone consumers

Lecture 9: Jungles, castles and Harry Potter: Creating effective themed experiences

Lecture 10: From my bookshelf

Chapter 7: Recipes for influencing shoppers

Lecture 1: Overview of the module

Lecture 2: How much longer? Shorten consumers’ wait-time perceptions

Lecture 3: Expensive or cheap? Influence shoppers’ price perceptions

Lecture 4: Accessibility for all: Design the store for senior citizens

Lecture 5: Wait, wait, don’t go! Keep shoppers in the store longer

Lecture 6: I must have that! Encourage impulse purchases

Lecture 7: Make shopping simple and fun: The importance of processing fluency

Chapter 8: Course conclusion

Lecture 1: Course conclusion