MASTER CLASS · OMNICHANNEL
An omnichannel customer doesn't distinguish between channels, only whether the brand is coherent or not. This course teaches you to design that coherence: shared data, click&collect, returns, a single visual language and a store team trained for the digital world, with real cases from Uniqlo, Nike, Lululemon and Sephora.
- 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
Omnicanal
Integrating physical retail and eCommerce. A MASTER CLASS so the store and the screen stop competing and start selling together.
Context
The problem isn't having a store and a website. It's that they communicate different things.
Most brands treat the storefront, the physical store and eCommerce as separate projects, managed by different teams, with different visual judgment and results that don't talk to each other.
The customer doesn't distinguish channels: they distinguish coherence. When product photography, campaign storytelling, the landing page and the physical storefront tell different stories, the brand loses perceived value at every touchpoint.
This MASTER CLASS teaches you to design a single visual system that works just as well in the storefront as on the screen, not by translating concepts, but by reusing them.
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 layers that connect the physical store and the digital channel.
01
Photography and product
How to photograph and present digital product with the same visual judgment applied in the physical storefront.
02
Storytelling and campaigns
How to carry a campaign narrative across storefront, landing page and social media without losing coherence or intensity.
03
3D / AR tools
How to use 3D visualization and augmented reality to anticipate physical set-ups and enrich the digital experience.
What's included
Multichannel vs. real omnichannel
BOPIS, ROPO, ship-from-store and ROPIS: how each mechanism changes the physical design of the store, from pickup to returns.
Smart fitting rooms
From Zara's RFID in 2015 to the AI virtual fitting room already used by Rebecca Minkoff and Ralph Lauren, with the Oak Labs case.
Digital twins
How to simulate a store layout before building it, with the real case of Lowe's and NVIDIA Omniverse.
Unified commerce in practice
The Aviator Nation case on Shopify POS and Lululemon's Tokyo flagship as an execution reference.
Who it's for
Teams and brands that already have a store and eCommerce, but don't speak the same visual language.
It's for you if
- You already have a physical store and eCommerce and need them to speak the same visual and data language.
- You want to understand BOPIS, click&collect and returns from the store's physical design, not just logistics.
- You're interested in AI fitting rooms and digital twins applied to real retail.
It's not for you if
- You only manage one channel, physical store or eCommerce separately (better suited: Window Display Killer or Visual Merchandising 2.0).
- You're looking for a very basic introduction to visual merchandising.
Position in the system
Visual Merchandising Omnicanal applies to the digital channel the same thesis that underpins BARRONVISUAL: the physical store and the online store are a single journey.
Syllabus
The complete program, lesson by lesson.
1 · Coherencia visual omnicanal
- 01Lección 1: Bienvenida y método
- 02Lección 2: Los Fundamentos de la Omnicanalidad
- 03Lección 3: RFID y datos compartidos entre canales
- 04Lección 4: Click&collect y devoluciones como experiencia de marca
- 05Lección 5: Coherencia visual, mismo lenguaje en tienda, web y app
- 06Lección 6: Casos reales, Uniqlo, Nike, Lululemon y Sephora
- 07Lección 7: El equipo de tienda como parte de la estrategia digital
- 08Lección 8: Checklist/Evaluación intermedia de la lección
- 09Lección 9: Probadores Inteligentes: de Zara a la IA Generativa
- 10Lección 10: Gemelos Digitales de Tienda: Planificar el VM Antes de Tocar un Producto
- 11Lección 11: Unified Commerce: la Plataforma Detrás de la Tienda del Futuro
- 12Lección 12: Visual merchandising omnicanal según la perspectiva de género
- 13Lección 13: Visual merchandising omnicanal y sostenibilidad
- 14Examen final: Visual Merchandising Omnicanal
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 to lead omnichannel projects and make VM investment drive both the physical store and the online channel.
299,00 €