Overview

Master the art of visual merchandising and create captivating in-store experiences that drive brand equity in the omnichannel era. In today's competitive retail landscape, Visual Merchandising and In-Store Brand Equity provides a comprehensive guide to transforming physical stores into value-driven destinations. Discover how to seamlessly blend the in-store experience with the convenience of e-commerce, leveraging digital technologies and multisensory communication to captivate customers. Learn to design effective store concepts, apply color theory and semiotics, and manage POP materials for sustainability. This essential resource equips marketing professionals, retailers, and students with the tools to: Craft a seamless omnichannel shopping experience Enhance in-store brand equity through strategic visual displays Utilize digital technologies and multisensory communication Design and manage sustainable POP materials Understand and cater to the customer's perspective Transform your physical point of sale into a place that offers unparalleled value and fosters lasting customer relationships.

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Author Information

is Associate Professor of Practice at SDA Bocconi School of Management and Professor of Marketing at Bocconi University. At SDA Bocconi, she directs numerous training courses in management, including: Trade Marketing, Store Management, Category Management and Visual Merchandising. She also coordinates retailing courses as part of specialized Executive Masters. Author of numerous books and management publications, she also has many years of experience consulting in the fields of marketing, retailing and visual merchandising.

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