Michael Morrison is a visionary expert in the art of sensorial marketing and experiential retailing and has developed strategies to create unique environments. These experiential retailing strategies incorporate the five senses and link into the shoppers’ emotions. Strategies that can enhance your brand perception, capture the imagination of existing and potential customers and entice shoppers into your space. Strategies that can change the perception of time, influence buyer behaviour, thinking and decision making and ensure that they will return more often.
Michael is a dynamic and inspirational presenter and his multi-media presentations draw on his vast experience in all aspects of retailing and as expert in international retail marketing.
Michael works very closely alongside retailers helping them to create their retail brand difference and unique shopping experience and his presentations capture the imagination of his audience. He will challenge the way you think about your business environment and provide you with strategies to enable you to exceed your customers’ expectations.
He is a regular commentator in the media on current retail trends, the future retail landscape and experiential retailing.
Michael travels extensively and his visits to leading retailers around the world focus on the very latest retail and marketing trends, store formats, retailing methods, operational practices, marketing concepts and in-store shopping experiences, across all sectors of the retail industry.
THE CHANGING RETAIL LANDSCAPE
Michael focuses on the changing nature of the retail landscape and the consequent changes in the retail shopping experience, that has moved through various stages, from the basic need for products and services, to a focus on leisure, fun, fantasy, entertainment, theatre and now to ‘experiential retailing’.
There is a definite shift from buying products and services to buying experiences.
Consumers rely on their retail experiences when making buying decisions. Experience has now become a key value differentiator, since consumers view price, quality and service as standard requirements. Consumers’ emotions and senses are being excited by ‘experiential retailing’ strategies in stores like The American Girl Place, Home Depot (New York City), IKEA (Stockholm) Selfridges and B&Q (UK) Apple (USA and Tokyo) BreadTalk (Jakarta) and Boost Juice and Supre (Australia) that have created retail brand difference with retail experiences that lead to competitive positioning, brand differentiation and image enhancement. Michael illustrates the need to design stores with the five senses in mind, utilising elements such in-store music that fits a specific target market, carefully chosen aromas, different textures and surfaces and innovative lighting techniques that enhance the retail brand and personality and create unique ‘micro-environments’ within a conventional retail space.
Michael is Coordinator of Master of Marketing (Retailing).
His major areas of research are in retail management, experiential retailing, store space design and the influence of in-store music on retail brands and shopper behaviour.
Michael holds a Bachelor of Economics; Graduate Diploma of Organisational Behaviour; Master of Business; his doctoral thesis is focused on the power of experiential retailing and its influence on retail brands, store atmosphere and the total shopping experience.
Michael’s engaging and stimulating presentations will open your mind to the secrets of retailing success!
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