1005. Shoppertainment: Customer Experience Project

The “Shoppertainment: Customer Experience” project objective is for the student to RESEARCH and DOCUMENT how a retailer creates a “shoppertainment” experience for its consumers boosting sales, traffic, and their presence in the industry.

What is “shoppertainment”?

The word is a combination of “shopping” and “entertainment”. It’s used to describe the phenomenon of retailers attracting and engaging consumers with “experiences” that appeal to their social; lifestyle; cultural; and/or psychological needs and desires.

Project Deliverables: 

1. Retailer Engagement Worksheet
2. Digital Presentation

RESOURCE INFORMATION

TIME

This project is designed to span a 2-week period inclusive of research and development of a presentation. Suggested classroom time is at least 135 minutes each week for research, collaboration, and observation.

PRODUCT CONTENT

• Student Guide
• Worksheets
• Digital Template
• Grading Sheet
• 30+ Fashion Key Words

 Skills students will practice and improve upon:

• Creativity
• Research
• Writing
• Organization
• Speaking

MARKETING STANDARDS

TEKS

§130.383. Fashion Marketing

(2) The student knows the importance and functions of marketing. The student is expected to:

• (C) research trends affecting fashion marketing.

(4) The student demonstrates the use of oral and written communication skills in creating, expressing, and interpreting information and ideas, including technical terminology and information. The student is expected to:

• (A) create presentations using appropriate media to inform audiences; and
• (B) exhibit public relations skills to increase customer satisfaction.

(5) The student knows that distribution channel members facilitate the movement of products. The student is expected to:

• (A) explain channels of distribution for fashion products; and
• (B) describe activities of each channel member in the fashion industry.

(7) The student knows concepts and strategies used in determining and adjusting prices to maximize return and meet customers' perceptions of value. The student is expected to:

• (A) employ pricing strategies to determine prices;
• (C) analyze the price of a fashion product

(8) The student knows merchandising concepts and processes used in obtaining, developing, maintaining, and improving a product or service to respond to marketing opportunities. The student is expected to:

• (A) use assortment-mix strategies to create maximum mix of products at minimum cost;
• (D) position products and services to acquire a desired business image.

(9) The student knows that a successful marketer must communicate information on retail products, services, images, and ideas to achieve a desired outcome. The student is expected to:

• (A) demonstrate methods of advertising to communicate promotional messages to targeted audiences;
• (B) use special events to increase sales;
• (C) display visual merchandising techniques to increase interest in product offerings;
• (D) implement display techniques to attract customers and increase sales potential; and
• (E) manage promotional activities to maximize return on promotional efforts.

(11) The student demonstrates an understanding of concepts and actions to determine client needs and wants. The student is expected to:

• (A) acquire product knowledge to communicate product benefits and to ensure appropriateness of product for the customer;
• (B) employ sales processes and techniques

(12) The student knows the nature and scope of fashion. The student is expected to:

• (A) explain the importance of fashion;
• (B) demonstrate knowledge of fashion history and how it relates to today's fashions;
• (C) distinguish among fashion terms such as fashion, style, and design;
• (E) research fashion information;
• (D) list major environmental influences on fashion demand;
• (F) explain legislation that impacts the fashion industry; and
• (G) describe how international marketing has affected the fashion industry.

(13) The student knows that a career in fashion marketing requires knowledge of the industry. The student is expected to:

• (A) research careers in the fashion industry.
• (B) list and describe businesses related to the fashion industry;