Chapter 18
Chapter 18
Objectives To Show Examine The Concept Of Retail Image To Describe How A Retail Store Image Is Related To Describe Ways of Encouraging Customers To Spend More Time Shopping To Consider Impact of Community Relations
• To Show Examine The Concept Of Retail Image • To Describe How A Retail Store Image Is Related • To Describe Ways of Encouraging Customers To Spend More Time Shopping • To Consider Impact of Community Relations
Elements of a Retail Image Target Attributes of Market Physical Facilities Firms Positioning Shopping Experiences Customer Service Overall community Retail Service Image Promotional tools Store Location Advertising Public relations Merchandise Personal selling Attributes Sales Promotion rIcing
Overall Retail Image Customer Service Store Location Merchandise Attributes Pricing Attributes of Physical Facilities Target Market Firm’s Positioning Promotional Tools • Advertising • Public Relations • Personal Selling • Sales Promotion Shopping Experiences Community Service
Atmosphere Atmospherics Visual Merchandising
• Atmospherics • Visual Merchandising
Elements of Atmosphere Exterior General Interior Store Layout Interior Displays (point-of-purchase)
General Interior Exterior Store Layout Interior Displays (point-of-purchase)
Elements of Atmosphere Storefront Marquee · Entrances Display windows Height of Building Exterior Size of Building Visibility uniqueness Surrounding Stores Surrounding Area Parking Congestion
Exterior • Storefront • Marquee • Entrances • Display Windows • Height of Building • Size of Building • Visibility • Uniqueness • Surrounding Stores • Surrounding Area • Parking Congestion
Storefront alternatives · Modular structure Prefabricated structure Prototype Store · Recessed Storefront Unique Building Design
• Modular Structure • Prefabricated Structure • Prototype Store • Recessed Storefront • Unique Building Design
Elements of Atmosphere oring Colors ighting Scents, sounds Fixtures Wall Textures Temperature General Interior · Width of ais|es Dressing Facilities Vertical transportation · Dead areas · Personnel Self-Service · Merchandise Prices (Levels and Displays) Cash Register Placement Technology/Modernization Cleanliness
General Interior • Flooring • Colors • Lighting • Scents, sounds • Fixtures • Wall Textures • Temperature • Width of Aisles • Dressing Facilities • Vertical Transportation • Dead Areas • Personnel • Self-Service • Merchandise • Prices (Levels and Displays) • Cash Register Placement • Technology/Modernization • Cleanliness
Elements of Atmosphere Allocation of floor space Product Groupings tore layout Traffic Flow Space/Merchandise Category Department Locations Arrangements w/in Departments
Store Layout • Allocation of Floor Space • Product Groupings • Traffic Flow • Space/Merchandise Category • Department Locations • Arrangements w/in Departments
Floor Space Allocation Selling Space Merchandise Space Personnel Space Customer Space
• Selling Space • Merchandise Space • Personnel Space • Customer Space