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Initial Lust
Initial Lust: The Key To Visual Communication Brand Marketing by Angi Egan
Initial Lust: The Key To
Visual Communication & Brand Marketing
by Angi Egan
Initial Lust
Espresso Yourself: The Taste Of Your Brand
Espresso Yourself:
The Taste Of Your Brand
Initial Lust
The Barry White Effect - yeh baby!
The Barry White Effect
- yeh baby!
Romancing the Customer, Client Journey & Brand Specialist, Visual Merchandising to Increase Sales and Motivate Your Team PUREVISION UK

Retail Jargon Glossary

retail jargon 

definition 

client journey 
the experience the client has with your brand. This begins with telephone calls, all printed literature, your physical environment and finally you !
merchandising strategy 
the plan you have for positioning which product where. This needs to reflect seasonal opportunities ie- the umbrellas at the front if it's pouring down with rain.
brand 
the total sensory experience the client has with your company and its product or service. It resides in only one place: in the mind of your customer.
POS
Point Of Sale - the printed materials in your store - visuals, directional signage, promotional signage, product descriptors etc 
Romancing the Customer 
a rather clever metaphor for describing how to create lasting business relationships!
deliverables 
what you business provides, the measure for services you provide. Your customers ‘take-aways’
swing area
the positioning of tables, gondalas or floor fixtures to influence the flow or direction your customer takes through your environment. Sometimes can be created by pillars, stairs or other fixed objects
flow 
the ease and direction your customers take in the retail environment 
sensory experience 
appealing to the clients sense of sight, smell, hearing, touch and taste - What experience do you provide?
seducing the senses 
using your environment to appeal to each of our senses - what great retailers do best
visual pollution 
so many messages! So much signage! Clutter everywhere - unable to focus on anything, makes your eyes hurt.
compelling communication 
using words to describe what is in it for me, create humour, create a need, curiosity
mind share
getting into the customers head - literally they think of what you sell and your brand is the first thing they think of
iconic 
creating an aspirational, singular display - to make something exclusive, gorgeous, totally irresisible - ever so slightly untouchable - to gaze at longingly
service excellence 
proud to serve, exceed expectations, deliver inspired expertise, educate, listen, ask questions, adopt an attiutude of yes I can, avoid excuses, create wow!
surprise & delight 
dare to be different! Use colour, animation, humour, anything to wake customers from their usual coma. Do the opposite thing sometimes - don’t argue, agree
romancing 
becoming obsessive (in a healthy way) with your customer, their needs, wants, desires
relationships
how strong are yours with your clients? How well do you know them, understand them, anticipate what will they be blissed out by?
proportional merchandising 
giving more space to your best sellers and less space to your poor sellers - simple huh?
dual sited/dual positioning 
having products merchandised in more than one place. Especially relevant when a product can be sold with more than one thing 
promotional campaign 
the time and place you choose to introduce lines, products etc - generally linked to seasonal opportunites - Christmas, Mothers Day, the world cup, winter, summer 
link sales 
placing a product next to another to create a spark or encourage the customer to buy more than one product - cleanser with an exfoliator, TV & DVD player
logical adjacencies 
rather like link sales but the layout follows a logical sequence -normally follows the way a customer would use the product - washing powder followed by fabric softener, birthday cards followed by gift wrap
up-selling 
customer enters the store for a shirt and leaves with a shirt & matching tie through your brilliance and seductive knowledge of your products and services!
open merchandising 
liberated retail area! Customer is able to pick up, touch, play, experience the product
closed merchandising 
everything locked behind glass cabinets - customer has to ask permission to buy while you loiter over their shoulder. Self defeating security policy - talk and enagage, still the most effective security system there is
price blocking 
merchandising products together with the same price point 
colour blocking 
merchandising products together of similar colours and shades - layout following the colour spectrum
impulse buys 
products generally under £10 which are unplanned purchases. Generally positioned by the till point or near to high price merchandise - anything from sweeties to jewellery to scarp leads 
seasonal merchandising 
reflective of the time of year - generally Christmas, Easter, Valentines Day etc 
olfactory marketing 
using the sense of smell to create a signature fragrance and create powerful associations think of new car smell, leather, freshly baked bread, ground coffee beans
auditory marketing 
playing music to strengthen your brand quality. Also the quality of your dialogue with customers and your colleagues
core range 
the products you always have in stock, never changes, what you're known for 
promotional lines 
limited editions, summer ranges, only available during the promotion - buy now or lose out - need to be merchandised differently, should stand out from your core range - needs also to be consistent with your core range - just because you can sell something doesn’t mean you should!
limited editions 
designed to create urgency - great for increasing the average sale value 
AVT 
average value transaction - the average spend of your customer - calculated by dividing the number of transactions by how much you've taken 
primary space 
a hot spot - the most accessible for your customer, highly visible from the entrance and in-store should always have best selling lines, promotional lines or seasonal merchandise in this space 
hot spot 
the area in store which every customer sees and can get at
secondary space 
almost as good as primary space or a hot spot but may be less visible - generally next to primary space 
tersery space  behind the till point, at the front doors, hidden behind pillars - excellent for merchandising non-seasonal or low demand lines
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