MASTER CLASS · COMMERCIAL PERFORMANCE
Digital visual merchandising is, at its core, the same craft you already master in the physical store, applied to a screen: the homepage as storefront, checkout cross-selling as "customers who bought this also bought", the cart as the checkout queue. This course teaches you that exact translation, with real cases from Inditex and Glossier.
- Author
- Juan Carlos
- Category
- Retail Digital y Phygital
- Difficulty
- Intermedio
- Duration
- 9,5-11,5 horas de curso completo, con vídeo de Juan Carlos, muchas fotos, infografías, ilustraciones, una evaluación intermedia de avance y un examen final de cada lección.
Visual Merchandising
2.0
From visual art to a sales machine. A MASTER CLASS to stop deciding by aesthetics and start deciding by profitability.
Context
The problem isn't good taste. It's deciding without looking at the numbers.
Most experienced visual merchandisers know how to compose a storefront, style a product table or dress a mannequin. What they don't always have is the ability to connect those decisions to sales ranking, stock turnover and profitability per square meter.
Visual Merchandising 2.0 doesn't teach you to decorate better. It teaches you to read the store as an economic system: what product goes where, why, and the commercial impact of every placement decision.
This training is designed for store managers and visual merchandisers who already master execution and need to make the leap to commercial strategy.
Reviews
What people who've worked with us say.
Juan Carlos is a passionate and highly experienced visual merchandising professional with the perfect balance of organisational skills and creativity. I worked with him in Fun & Basics and I would love to collaborate with him again in the future.
Mónica Romero
CEO, Modeco Studio
Juan Carlos Barrón es una persona polifacética, tenaz, responsable, organizado, inteligente y gran comunicador. Sabe gestionar equipos y es capaz de asumir cualquier reto profesional que se proponga. Tuve la suerte de trabajar con él hace muchos años y conservo un magnífico recuerdo tanto profesional como personalmente.
Cristina Fernández Lozano
Directora de Marketing y Comunicación, Grupo PC
¡Trabajar junto a Juan Carlos Barrón durante varios años en Lladró fue una gozada! Como Director Comercial, tener al lado a un profesional tan fantástico del visual merchandising fue un lujo total. Juan Carlos hizo un trabajo impecable llevando toda España, contagiando a cada espacio una creatividad, un gusto y un talento alucinantes. Un profesional de diez, con una energía brutal y con quien da gusto hacer equipo. ¡Un auténtico crack!
Álvaro Merodio
Director Comercial, Lladró
System
Three levers that connect visual merchandising to the bottom line.
01
Profitability
How to measure the real return of every square meter of store and prioritize placement by margin, not just aesthetics.
02
Sales ranking
How to read sales data by category and product to decide what to feature, what to rotate and what to pull from the shelf.
03
Strategic zoning
How to distribute commercial space according to customer behaviour, hot spots and stock objectives.
What's included
Digital visual hierarchy
The Z reading pattern, the difference between PLP and PDP, and the usability criteria documented by the Baymard Institute.
Generative-AI fitting rooms
Real cases from ASOS, Zalando (up to a documented 40% drop in returns), Stitch Fix Vision and Farfetch.
Social commerce
The real volume of TikTok Shop in 2025-2026, cases like Made by Mitchell and the weight of shoppable Reels.
3D and augmented reality
Tools already used by Rebecca Minkoff, Ulta Beauty, Gucci with Snapchat and Nike Fit, with sites awarded at Awwwards 2026.
Who it's for
Experienced professionals who need to make the leap from execution to commercial strategy.
It's for you if
- You already master physical visual merchandising and want to bring that same judgment to your online store.
- You manage or design an eCommerce site and need to improve PLP/PDP conversion with real usability criteria.
- You want to understand how generative AI and augmented reality are changing the fitting room and social commerce.
It's not for you if
- You don't yet master the basics of composition and physical storefronts (better to start with Window Display Killer).
- You're looking for a very basic introduction to eCommerce without advanced usability or AI.
Position in the system
Visual Merchandising 2.0 connects the visual judgment from Window Display Killer with BARRONSYSTEM's performance logic.
Syllabus
The complete program, lesson by lesson.
1 · Fundamentos de rentabilidad visual
- 01Lección 1: Bienvenida y método
- 02Lección 2: Básicos del Visual Merchandising Digital: Jerarquía Visual y Estructura
- 03Lección 3: El escaparate digital, la home como escaparate de calle
- 04Lección 4: Cross-selling físico vs digital
- 05Lección 5: El carrito como caja, fricción y conversión
- 06Lección 6: Inditex y la integración total
- 07Lección 7: Glossier y la tienda como fábrica de contenido
- 08Lección 8: Checklist/Evaluación intermedia de la lección
- 09Lección 9: Personalización con IA Generativa: el Nuevo Probador Virtual
- 10Lección 10: Social Commerce en Occidente: Shoppable Video y Livestream Shopping
- 11Lección 11: 3D, Realidad Aumentada y el Diseño Web que Marca Tendencia
- 12Lección 12: Visual merchandising para el eCommerce según la perspectiva de género
- 13Lección 13: Visual merchandising para el eCommerce y sostenibilidad
- 14Examen final: Visual Merchandising 2.0
Part of the Retail Design y Digital track within BARRONSYSTEM Academy.
Who teaches the course
Juan Carlos Barrón García.
More than 28 years moving between the storefront, the store, the website, the data (KPIs) and the systems. Trained at London College of Fashion, Central Saint Martins and Bocconi. Direct experience at Zara, Chanel, Lladró, Galeries Lafayette and international luxury and local retail environments.
Every lesson is built, recorded and reviewed by him personally, with the same judgment he applies to his own Studio and Consulting projects. A critical, cutting-edge eye. Staying at the forefront of this industry and sharing his knowledge with everyone has always been his priority, ever since he started sharing, for free and for anyone to see, photos of the storefronts of London, Paris and Madrid on Facebook for many years. Here and now, he shares all of his knowledge and vision as well.
Frequently asked questions
Before you buy.
What's the difference between a course, a Master Class and the 1-to-1 session?+
A course develops a specific skill from start to finish, window display design for example. A Master Class goes deeper into a specific topic at a more demanding level. The virtual 1-to-1 session is live, personalized advice on your specific case, with no fixed syllabus.
Do I need prior experience to take the Academia courses?+
Not for the introductory programs, which are designed for people starting out in visual merchandising or window display design. The more advanced programs, like Retail Performance Intensive, do assume prior knowledge of the craft.
Are the Academia courses online?+
Yes, all Academia BARRONVISUAL courses and Master Classes are online, accessible from anywhere. The 1-to-1 session is delivered live over video call.
Do the courses come with a certificate?+
Yes, every course and Master Class includes a completion certificate once the program is finished. It's issued by MariTere Retail School, our school of courses for store employees run in collaboration with BARRONVISUAL, and signed by Juan Carlos Barrón. It isn't downloaded automatically: you need to request it at info@barronvisual.com after finishing the course with at least 65% of the final exam passed.
Access
Intensive online training.
Online MASTER CLASS for professionals who need to maximize return per square meter and make visual decisions based on data, not just aesthetics.
299,00 €