- Start date
- Duration
- Format
- Language
- 21 May 2025
- 3 days
- Class
- Italian
Definire e sviluppare strategie di mercato vincenti in contesti ipercompetitivi e iperconnessi, rafforzando creatività e metodi di analisi della domanda.
In the context of a modern multichannel strategy, the role of the point of sale cannot be reduced to that of a mere profit center. Through visual merchandising, the point of sale can offer customers engaging and interactive experiences, becoming the focal point of brand communication and customer relationship building.
In Visual Merchandising and In-Store Brand Equity (EGEA, 2025, Foreword by Chiara Mauri)), Karin Zaghi argues that customers seek integrated and seamless experiences, blurring the lines between the convenience of online shopping and the multisensory engagement of physical stores.
The book emphasizes the importance of considering environmental stimuli and their effect on consumers' emotions and perceptions to enhance product visibility and the overall in-store experience. This implies moving beyond purely functional design towards creating spaces that offer hedonic value and emotionally rewarding experiences.
The work explores various aspects of creating these experiences, including the role of store atmosphere, technologically interactive environments, multisensory point-of-sale design, and the strategic use of visual communication elements, both inside and outside the store, such as layout, colors, and window displays. It also argues the importance of aligning visual merchandising with brand identity and concept. The text addresses current topics, such as the integration of sustainability into the visual merchandising strategy.
Aimed at retail managers, marketing managers, entrepreneurs, and students who want to understand the new dynamics of visual merchandising and leverage the synergies between physical and digital, the book includes company case studies, which contextualize the concepts discussed and offer concrete examples of application.
- Publisher: Bocconi University Press
- Publication Date: 2025
- ISBN/EAN: 9791280623454
- Pages: 416
- Format: Paper, Digitabook.
KARIN ZAGHI is an Associate Professor of Practice at SDA Bocconi School of Management and a Professor of Marketing at Bocconi University. At SDA Bocconi, she directs numerous management training courses, including Trade Marketing, Store Management, Category Management, and Visual Merchandising. She also coordinates retail-focused courses within specialized Executive Master programs.
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