Articles
Jerry Gelsomino has written over 75 articles for industry periodicals, focusing on the topics of store environmental branding and how to improve the customer experience. Often these topics have been further developed into speeches or panel discussion at retail events.
Following we have assembled a sampling of those papers which, while they may be supported by different firms or organizations, Jerry's commitment to creating the best shopping environment always comes through. These are offered for your reading pleasure and thoughtful consideration.
The Myth of Improving the Shopping Experience
Are current techniques to improve the shopping experience really working, or is all marketing hype? The accomplishment touted by authors and industry experts are challenged in this extensive study and result is a call-to-action to really make shopping easier for the customer.
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Regreening of Retail
We’ve been here before; everyone is getting on the green bandwagon. Corporations and particularly retailers realize ‘green’ is in a popular with consumers. Are you ready to do your part to save the environment . . . and your business?
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Winning Strategies from Other Industries
Sometimes the best ideas are those observed from completely different industries and reinterpreted in viable actions and merchandising techniques applied to retail stores. Here a new book by one of America’s leading restaurateurs is reviewed for insight on how to better serve the retail customer.
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New Generation of Graphics
We are seeing graphics play an increasingly important role in the interior design of stores. More than just communicating features, benefits or prices, today’s signs and graphic imagery communicate fashion, promotion and corporate messages, all with a cost-effectively changeable format.
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Merchandising the Museum Color
While many merchandising experts say that 60 percent of a consumer’s purchase decision is based on color — and while knowing which fashion colors are “in” can help capture the customers’ interest — a direct connect between specific colors and the impulse to buy are a dotted-line relationship. Here we review the most common reaction to popular color choices.
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Arriba
Census Data quantifies that the ethnic mix of America is changing. Is your business ready to service the changing demographic?
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Integrating Mission into Design
The success of the Museum Store is often a contributing factor to the ongoing health and growth of any museum’s attraction and standing in the community. To be successful, these retailers are advised to incorporate the museum’s mission and theme into the store design. Here is a review of three successful museum stores that do just that.
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Perfect Retail Attraction
Within most entertainment facilities, the retail is as much of an attraction as are the rides and shows. Here are key factors, learned from traditional stores, which theme park retailers can use to improve their merchandising and in-store marketing.
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Choices
Do shoppers have too many choices today? To the multiplicity of options make it harder to make a decision on what product or service to buy that is right for your needs?
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