Store Concert. Re-design the in-store shopper experience

Store Concert. Re-design the in-store shopper experience

Soler Mas, A.

Calabretta, G. (mentor)
Roscam Abbing, E. (mentor)

Industrial Design Engineering

Industrial Design

Master in Science in Strategic Product Design

2014-05-07

The work described in this report is part of the new activation process of Philips. It explains the research analysis, conceptualization and the final solution developed as a graduation project of the Master in Strategic Product Design of the Industrial Design Engineering Faculty at TU Delft. This report elaborates on the consumer behaviour changes that are occurring in-store for the Brown goods. Most importantly, it seeks for a solution for the Point of Sale activation of Philips Commercial Organizations that do not have the metrics to take informed decisions for in-store activation. Therefore, the main goal of the Project is to redefine the Point of Sale experience focusing on the creation of guidelines for the best practices in in-store activation. The project was carried out partially between Hong Kong and the Netherlands. During the exploratory phase of the study, the thesis project intended to first, conducting research on Philips product activation. Afterwards, a pilot is conducted to understand the relationship between demonstration buttons impact and shopper behavior in order to assess what is the POS impact and the Return on Investment. On the other side, the second part of the Project was done in Hong Kong. Based on research, a new concept for Point of Sale and a guideline on how to effectively use them are created. These materials aim to help assessing the Commercial Organizations on POS development. A final concept which delights the Commercial Organizations and retailers by creating a great in-store experience designed around the shoppers, effortless and superior technically maintaining the current costs is proposed. The system is based on delivering modular and upgradable in-store activation with a consistent look and feel across the different POS proposals. Finally, an implementation map to give guidance for the improvement cycle is presented. The idea is to monitor and compare the impact of different marketing assets by integrating a data monitoring system and analyzing the sell out data of the retailers.

in-store activation
shopper experience

http://resolver.tudelft.nl/uuid:422d4087-4977-4107-8182-c8325fcfa887

Campus only

Student theses

master thesis

(c) 2014 Soler Mas, A.