Domain 02

Space Management & Store Layout

Approved training

MODULE D2/01: DISRUPTION

Lesson 01: Disruption as a Permanent State

A - DEFINITIONS

  1. What are we talking about?
  2. Disruption in fashion
  3. Disruption as part of evolution

B - SYMBOLIC DISRUPTIONS

  1. A new era
  2. Evolution of codes
  3. Transformation of values
  4. Example: Decathlon

Lesson 02: Disruption in Fashion

C - TRENDS & COUNTER-TRENDS

  1. Introduction
  2. Minimalism vs. maximalism
  3. Natural vs. synthetic

D - TECHNOLOGICAL DISRUPTIONS

  1. Innovation in the service of renewal
  2. Digital transformation

Lesson 03: Anticipating Disruptions

E - CHANGING POPULATIONS

  1. Heterophiles & homophiles
  2. Heterotopic populations
  3. Identifying where the “cool” is

F - EMERGING SIGNALS

  1. Identify weak signals
  2. Detect disruption sequences
  3. Cross-check the evidence

MODULE D2/01: DISRUPTION

Lesson 01: Disruption as a Permanent State

A - DEFINITIONS

  1. What are we talking about?
  2. Disruption in fashion
  3. Disruption as part of evolution

B - SYMBOLIC DISRUPTIONS

  1. A new era
  2. Evolution of codes
  3. Transformation of values
  4. Example: Decathlon

Lesson 02: Disruption in Fashion

C - TRENDS & COUNTER-TRENDS

  1. Introduction
  2. Minimalism vs. maximalism
  3. Natural vs. synthetic

D - TECHNOLOGICAL DISRUPTIONS

  1. Innovation in the service of renewal
  2. Digital transformation

Lesson 03: Anticipating Disruptions

E - CHANGING POPULATIONS

  1. Heterophiles & homophiles
  2. Heterotopic populations
  3. Identifying where the “cool” is

F - EMERGING SIGNALS

  1. Identify weak signals
  2. Detect disruption sequences
  3. Cross-check the evidence

MODULE D2/03: LOYALTY, CRM & AFTER-SALES SERVICE

Lesson 01: Customer Loyalty

A - BUILDING CUSTOMER LOYALTY

  1. Strengthen the customer relationship
  2. Quality of service
  3. Give customers a reason to return
  4. Customer support
  5. Offer evolution

B - DIGITAL & PHYSICAL RETAIL

  1. Extend the experience
  2. Thank the customer
  3. Flexibility
  4. Overall experience

C - LOYALTY PROGRAMS

  1. Definition
  2. Loyalty software
  3. Loyalty cards
  4. Relational and social loyalty
  5. Referral programs
  6. Brand examples

Lesson 02: Customer Files & Communication

D - CUSTOMER FILE

  1. What is a customer file?
  2. How to build it
  3. Collecting information

E - CUSTOMER EXPERIENCE

  1. Definition
  2. Optimization

F - COMMUNICATION

  1. Simplicity & immediacy
  2. Newsletters
  3. Social media

Lesson 03: Markdowns & Disputes

G - SALES PROMOTION

  1. Definition
  2. Examples (Black Friday…)

H - DISCOUNTS & REDUCTIONS

  1. Pricing strategies

I - SALES PERIODS

  1. Definition
  2. Legal framework
  3. Organization
  4. Management

J - PLANNING MARKDOWNS

  1. Anticipation

K - DISPUTES & AFTER-SALES SERVICE

  1. Definition of after-sales service
  2. Good management practices
  3. Anticipating disputes