1st edition RETAIL SUCCESS FACTORS: Retail Design Retail Management Summer Courses 2016 Professional Level

Transcription

1 1st edition RETAIL SUCCESS FACTORS: Retail Design Retail Management Summer Courses 2016 Professional Level Timing Timetable Language Structure 1 to 2 weeks according to student s enrolment choice from Monday to Friday, from 10 to 14hrs and 15 to 19hrs. External activities take place on Saturday morning. English Module I: RETAIL DESIGN July 04 th to 09 th, 2016 Monday to Saturday morning, 10-14hrs and 15-19hrs Module II: RETAIL MANAGEMENT July 11 TH to 16 th, 2016 Monday to Friday morning, 10-14hrs and 15-19hrs

2 Introduction The retail sector is in a state of change. In order to maintain a competitive position in the future, any company needs to continuously adapt and implement innovation, experience, and engagement. Retail designers, marketers, managers, and/or entrepreneurs need to support their clients or their companies in identifying and fulfilling the diverse demands of today s customers, focusing on the benefits of making shopping an innovative experience that is as engaging, pleasant and rich as possible. Today s customers are looking for a rewarding adventure when they go shopping. As a result, the store must appeal to all of their senses as the shoppers are increasingly buying with feelings. These new trends call for a new approach focused on creating, communicating and promoting the right innovative retail environment to enhance innovation, engagement and shopping experience. The retail environments of the new millennium - characterized by fading boundaries amongst shopping, leisure, gastronomy, culture, multimedia and services - have to be original and individual, sensorial and emotional, with technology playing a key role in connecting people. This summer course for professionals is organized to give all participants a competitive advantage either in their search for relevant job positions or to push them high on the working ladder, and to help them to build a strong differentiation in their know-how. All content has been uniquely developed for the course and is comprised of by unique and original materials. In addition, the methodology and modelling taught are exclusive to IED and have been tested and successfully implemented, on international scale, in companies such as Yamaha, Sony, Desigual, Grupo Areas/Elior, Bimbo, Luxottica and many more. All lecturers have proven academic skills, teaching experience and are presently working for primary retailers or design agencies. Summer Courses 2016 Retail Design + Retail Management 2

3 Objectives Prepare designers, managers and entrepreneurs in an original way to work effectively in the retail field. Give unique and innovative perspectives to marketers & advisors operating in the retail business. Introduce cutting-edge retail methodology and modelling based on customized design thinking. Summer Courses 2016 Retail Design + Retail Management 3

4 Methodology Modules and Sessions The course is composed by two modules of eleven sessions. Each module is independent and can be selected separately so that students choose to participate for one or two weeks, combining the modules. The first module is dedicated to retail methodology and design and focuses on information gathering, information processing, creation and implementation as well as on systems & processes, products & services, spaces & brands. Those subjects are all necessary steps towards building a winning retail concept or venture and providing students with a 360º approach to state-of-the-art retail design. The second module is dedicated to retail management and focuses on category management, product innovation, shopping experience, client engagement, added value services and human resources; all key factors that are needed to succeed in retail. Classes and Conferences Different types of classes will make up each course. The introductory classes will be primarily dedicated to theory, preparing students to benefit from the second level of classes, centred on case studies. The third level of classes will consist of workshops, where students will generate, together with their designated expert, a retail concept. The fourth level is the most experimental: where participation in working groups will culminate in creating original retail projects, assisted by a professional retail advisor. Projects will be presented and peer evaluated in the last session of each module under the supervision of the master coordinator. Evaluation of students performance will be based not only on their own project, but on participation and ability to critically evaluate and analyse the unique aspects of their classmate s contributions During each module a session will host guest speakers, lecturing on topics related to the module content. Another session will accommodate a business excursion to either retailer organizations, retail and design agencies, or to view different store formats. Acquired Knowledge The course intent is to answer to the following questions, building the foundation of the student s retail know-how: How do you prepare yourself to succeed in the retail field? Which expertise do you need today to work with a start-up Retail Venture? Which expertise do you need today to work with an established Retailer Operator? Which are the Critical Retail Success Factors? How do you build an effective Retail Concept? What does People Centricity mean and why is it relevant in retail? How do you empathize with targeted Shoppers? How do you select winning Products or Services? How must you organize a successful Retail Space? How do you select the right front-line People? Summer Courses 2016 Retail Design + Retail Management 4

5 Who may benefit from the Course? Designers, marketers, managers and entrepreneurs who work, or intend to work, in organizations such as design or retail agencies; who decide to join established retailers; who opt to start-up their own business in the design, marketing or retail field. Architects and engineers operating in the retail field. Industrial designers and graphic designers acting in commercial manufacturing and shop fitting. Retail advisors and specialists consulting with retail companies. IED strongly suggests that students take the full two weeks course to achieve 360º knowledge of retail. However, the first week, dedicated to retail methodology & design, is highly recommended for designers, marketers, managers, consultants, and entrepreneurs. It is also especially recommended to architects and any kind of designers. The second week, dedicated to retail management, is specifically recommended for consultants, advisors, managers and entrepreneurs at store or headquarters level. Applicants are requested to have a first-level University Degree or equivalent and a minimum of two years of experience in a working environment or one year of experience with a retail operator. Enrolment Requirements To be admitted into the course the student shall pass the admission process. After a professional evaluation of the application, the student will be notified of a decision. To start the admission process, it is necessary to Complete the online application at iedbarcelona.es in the Course Application section. Send Curriculum Vitae Send a Portfolio (not exceeding 2MB), website or blog, in case the course requires it. A personal interview, if necessary. For English courses it is required an intermediate level, equivalent to TOEFL 550 or IELTS 6.5. For Spanish courses, B2 level is required. Career options facilitated by course participation - Retail organization of any sector and any size. - Retail, design and marketing agencies. - Consulting firms oriented to business and specialized in marketing, design or retail. - Start-up ventures in the marketing, design and retail fields. Summer Courses 2016 Retail Design + Retail Management 5

6 Program 1 st MODULE: RETAIL DESIGN July 4th to 9th The first module inspired by Design Thinking as methodology to ideate and develop successful ventures or projects - is organized in the following sessions: 1) Understanding the new Retail Landscape The Environment: the Digital Era The Consumers: the Millennials and the other Generations The Market: the Evolution of Brands & Retailers The Trends: the Future of Retail 2) Design Thinking in Retail: Information Gathering Assignment: framing & restructuring the brief Research: environment, market, trends, competition, clients Investigate: extreme users & non-users Observe: behaviours, attitudes, beliefs, interactions, processes Audit: company, brands, products, spaces, consumers 3) Design Thinking in Retail: Information Processing Analyse: personae, What/How/Why, point of views Synthesize: insights & drivers Interpret: patterns, formats, categories Empathize: simulations & analogous spaces Define: key questions & problem statements 4) Design Thinking in Retail: Creation Phase Ideate: creative thinking & variation of ideas Select: best options & best practices Conceptualize: modelling, strategic & tactical solutions Design: concepts, brands, products, spaces Prototype: prototyping for empathy & for testing 5) Design Thinking in Retail: Implementation Phase Test: user experience feed-back & analysis Iterate: modifying & re-testing for improvement Validate: approval process & product validation Launch: preparation, implementation and post activity Outcome: evolving the model 6) Guest Speakers on: Human Centred Design Methods Anthropological & Ethnographic Approaches 7) Workshop 8) Project development I 9) Project development II 10) Project presentation and evaluation 11) Market excursion Summer Courses 2016 Retail Design + Retail Management 6

7 2 nd MODULE: RETAIL MANAGEMENT July 11th to 16th The second module focused on the Retail Critical Success Factors as powerful tool to develop and implement ventures or projects - is organized in the following sessions: 1) A Retail Business Modelling Business formats Geographical scopes Segmentation & targeting Service formulas Models evolution B Positioning, Personality & Branding Statement, focus and overriding idea Target needs & desires Frame of reference Relevance, desirability and deliverability Points of parity & points of difference Profiles Values definition Key attributes Visual Identity Brand drivers Brand tone & language 2) Space Concept & Design Cycles & phases Concepts & formats Zoning & block planning Processes, flow & journey Accommodation of experience tools Accommodation of engagement tools Look & Feel Technology & Lighting Signage & Communication 3) Category Management & Portfolio and Product Innovation Portfolio objective Category selection Category management Merchandizing Product glorification Renewal strategy Rotation tactics Impulse propositions Customization Cross selling Product engineering Product exclusivity 4) Shopping Experience & Client engagement Service Design Scenography Ritual Sensory experience Trails Summer Courses 2016 Retail Design + Retail Management 7

8 Interactivity CMR Social Media and other On-line Activities PR & Special Events Advertising & Promotions Entertainment Special Initiatives 5) Human Resources & Added Value Services Training Recruiting Evaluating Rewarding Policies & Procedures Facing Crises Creating culture 6) Guest Speakers on: Retailing & Branding Technology & Lighting 7) Workshop 8) Project development I 9) Project development II 10) Project Presentation & Evaluation 11) Market excursion Summer Courses 2016 Retail Design + Retail Management 8

9 Course Coordinator MASSIMO SCATTARREGGIA Former co-founder, senior partner and CEO of the award winning company, indesign. Currently Chief Design & Retail Officer at HMY Group, the world s shopfitting leader. Massimo is an experienced brand & retail innovation leader who thrives at the intersection of business strategy, social research and design methodology. Multicultural and multilingual, he has over 25 years of experience in Business development, planning and management, M&A, Retail, Social Sciences, Marketing, Communication, and Design. Massimo has proven track record of generating growth and positive change in new operations, new brands and new products. He has a broad knowledge in retail, distribution and manufacturing operations in EMEA and the Americas. He has worked with big corporations such as Avon, P&G and Watson and consulted with prestigious brands such as Yamaha, Sony, Desigual, Marionnaud, Bulgari, Hermes, Valentino, Liverpool, Devlyn, O Boticario, Zain, etc. and various trademarks of the groups Luxottica, Areas/Elior, Bimbo, etc. His full profile can be viewed at: es.linkedin.com/in/massimoscattarreggia. Summer Courses 2016 Retail Design + Retail Management 9