Experience Marketing: The Secrets Of Shop Environment Design

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How can we use the experience center's perfect display to attract more people to enter the experience center and participate in the experience? How can we let them enjoy it and enjoy it? How can we get them to buy more products in the experience center?

Experiential marketing is the center of experience. It is the place for product experience and the terminal of product sales. How can we draw more people into the experience center and participate in the experience with the perfect display of the experience center? How can we let them enjoy it and enjoy it? How can we get them to buy more products in the experience center? I think it is very important to experience the environmental design comfortably and comfortably.

First, experience the external image experience of the center.

The external image of experiential center is the first overall image of the customer experience center, which affects the overall impression and experience of the customer experience center.

A good and attractive exterior image can attract more past customers to stop and wait, so that they will be interested in stepping into the door of the experience center, making product experience and attracting them to buy products in the store.

Therefore, the store image should be novel, unique, clear, elegant and unique.

Usually experience center external image design includes the following aspects: the center name, enterprise logo or product trademark, advertising sign, building appearance, facade and entrance and window design.

1. Center Name

The design of the name is generally simple and easy to understand. Avoid the occurrence of unfamiliar words. The name should be clear to people, not vague and even discouraged.

The basic requirements for the design of the center name include the enterprise area, the name of the enterprise name and the products or items, and the mode of operation. If it is a chain enterprise, the name should be relatively unified.

For example: Beijing old partner Medical Technology Co., Ltd. in the hundreds of experience centers in the country is unified as the "XX partner health free experience center", of which XX represents the geographical area, such as "Beijing four Sihui partner health free experience center", "Shandong Wucheng wife's health free experience center" and so on. From this we can also get the following information: the key word or trademark is "wife", the enterprise is engaged in the health industry, the experience mode is free experience, does not charge any fees.

2. enterprise logo or product logo

The design requirements of logo or trademark are beautiful and generous, and the design should be interpreted according to the connotation expressed by logo or trademark. Usually, if the company is not newly established, it will use its original logo to give people a visual impact.

A beautifully designed trademark will give people a deep impression and bring a long aftertaste.

The trademark of Beijing Laotian Medical Technology Co., Ltd. is a red "wife" of two characters. The two words are linked together into a "heart" pattern. It is easy to understand from the trademark that the service group of the enterprise is the middle-aged and old people. It symbolizes mutual help, mutual love, eternity, dedication and health, and the trademark design is thought-provoking.

3. advertising signs

The purpose of advertising signs is to attract more people's eyeballs so that they can see the location of enterprises or identify the information we want to convey to the public in busy downtown areas or dense neon lights.

Therefore, signboards strive to be concise, individual and distinctive in the choice and design of words or patterns, and convey the information we want to convey very accurately.

The signboard is the first card that the experience center gives to customers. We must strive to be clear and clear and not to be so mystifying that people can not understand your advertising appeal.

4. architectural appearance

The architectural appearance of the experience center should be coordinated with the surrounding buildings, and the shape is unique and novel, and it is safe and reliable, not a dangerous and illusory feeling.

Let the experiencer experience the steadiness, stability and integrity of the enterprise from the appearance of the building.

This embodiment is reflected by the color and decoration of the exterior of the building.

Architects and designers need to be careful.

Of course, the appearance of the building should have the characteristics of industry and the existence of modern popular elements.

In order to attract customers more and give customers the same experience, they can combine the characteristics of products and companies to make the appearance of the building novel and distinctive.

5. facade and exit

The facade and entrance should be designed according to the specific conditions such as product type, product grade and so on. The design of facade and entrance is the most important part of the experience center architectural design.

If the products are high-end products, such as Chinese tobacco, small panda smoke, Wuliangye, Moutai wine and other high-end products, then the facade design must respect Yong Ronghuagui, show the store taste and momentum, high input costs.

If we fail to design the facade and the entrance and exit, the quality and quality of the goods sold in the store will be under suspicion.

6. window design

Window design is part of the facade design, and also the first exhibition hall of the experience center's external publicity. Therefore, when designing the window, we must have new ideas, distinct themes, beautiful displays, and reflect the experience center management characteristics.

Designers are usually required to use the specific lighting, ornaments, text, video and other tools to foil products, so as to achieve the effect of wide publicity.

Stimulate customers' patronage, experience and purchase through sensory stimulation.

Window design should consider product characteristics and customer perspective, highlight the characteristics of products, so that customers can easily experience the charm display.

Theme design or starting from emotion, or from thinking into questions, thinking and associating with customers, and then making customers enjoy the beauty.

The display of windows should convey the idea of the shop, not only enable customers to see the internal environment of the experience center, but also stimulate customers' interest through sensory experience.

The height of window design should be centered on the adult position and the most pedestrian street or the most prosperous side.

Two, experience center interior image experience

If the taste of the experience center is too strong, it will discourage many people or appreciate your wonderful design and ignore your product. In short, there will be a lack of intimacy.

Decoration is too mediocre, it will not give people any special impression, of course, it will be overwhelmed by too many similar shops.

It is very important to find a balance between them.

Experience center interior image design usually includes interior decoration, interior layout, store POP and product display several main aspects.

1. interior decoration

The experience center can make an objective analysis and choice of the decoration in the shop according to its actual situation, the price of the product and the identity of the customers. Usually, interior decoration is divided into simple, economical, advanced and luxurious types.

The decorative features of the experience center must be consistent with the corporate culture and give customers a cultural atmosphere and cultural atmosphere.

The tone should be consistent with the VI benchmark color of the enterprise, and some business ideas or brand communication slogans should be hung.

In order to better contrast the indoor environment, we need to consider lighting, sound, smell and color in an all-round way.

2. indoor layout

The allocation of indoor equipment and facilities should start from safety, application and specialty, ensure the normal operation of experience center business, and ensure the safe use of equipment. It not only provides humanized service for customers, but also ensures the safety of life and property for all people.

The layout of the interior should be designed according to the actual needs of the shop.

Usually, the interior will be divided into four parts: reception area, experience area, product exhibition area and activity area.

For example, Beijing old partner Medical Technology Co., Ltd., the "reception center" reception area is mainly for the first visit customers to provide general advisory services; experience area is the experience center for customers to provide product experience area, the activity area is the service teacher lectures and organize activities area, is also the stage for the experiencer to learn health knowledge and performance program, generally requires the experience area and activity area to be linked together, so that the experiencer can enjoy the colorful activities or health lectures in the activity area while doing the product experience; the product exhibition area mainly puts all kinds of products in the most conspicuous place, so that the primary and secondary clearly and orderly display, and try to let the experiencer know more product information.

3. shop POP

POP is the "selling advertisement". Its main commercial purpose is to stimulate the consumption of customers and the atmosphere of active experience centers.

Its forms include display panels, posters, Yi Bao Bao, shop card, price list, hanging flag, even stereoscopic cartoon model and so on.

The commonly used POP is used for short term promotion. Its performance is exaggerated, humorous and strong. It can effectively attract customers' viewpoints and arouse their desire to buy. As a low price and efficient advertising method, it has been widely applied by the experience center.

In addition, the company's authorized business card, brand name display card, bank's credit card, ten best or model medal are also one of the direct reasons to attract customers to insist on experiencing and purchasing products.

4. product display

Product display is the form of display and display of goods in the experience center.

The purpose of product display is to display goods properly, to highlight the characteristics of publicity products, to attract customers' attention, to facilitate customers to choose, and to enhance the opportunities for sale of goods. At the same time, it can also beautify store capacity and display experience center's management style and characteristics.

The rationality of product display is neat, plump, artistic and beautiful.

Product display is not simply placed. Display is the advertisement of enterprise products at the terminal. 40% of the quality of sales is the quality of display.

The rules of display include orderly arrangement, clear distinction, prominent themes, distinguishing functions and key points. The perfect visual image can effectively spread product brand and promote product sales.

In short, the quality of experiential marketing environment design will directly affect the first impression of the experiential provider on the experiencer. The memorable environmental experience will stimulate the desire of the experiencer, or even change the motivation of buying it, and turn it from rational consumption to perceptual consumption.