Chapter 18
? 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
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
? Atmospherics
? Visual Merchandising
General Interior
Exterior
Store Layout
Interior Displays
(point-of-purchase)
Exterior
? Storefront
? Marquee
? Entrances
? Display Windows
? Height of Building
? Size of Building
? Visibility
? Uniqueness
? Surrounding Stores
? Surrounding Area
? Parking Congestion
? Modular Structure
? Prefabricated Structure
? Prototype Store
? Recessed Storefront
? Unique Building Design
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
Store Layout
? Allocation of Floor Space
? Product Groupings
? Traffic Flow
? Space/Merchandise Category
? Department Locations
? Arrangements w/in Departments
? Selling Space
? Merchandise Space
? Personnel Space
? Customer Space
? Functional Product Grouping
? Purchase Motivation Product
Groupings
? Market Segment Product Groupings
? Storability Product Groupings
? Straight (Gridiron) Traffic Flow
? Curving (Free-Flowing) Traffic Flow
Interior Displays
(point-of-purchase)
? Assortment
? Theme-Setting
? Ensemble
? Racks and Cases
? Cut Cases
? Dump Bins
? Posters,Signs,& Cards
? Mobiles
? Electronic
? Storefront
? General Interior
? Store Layout
? Displays
? Checkout Counter
? Special Considerations
? Increasing Shopping Time
– Experiential Merchandising
– Solutions Selling
? Community Relations
? Importance of Communication with
Customers and Examine the Concept
of Retail Image
? How Retail Store Image is Related to
the Atmosphere it Creates
? Ways of Encouraging Customers to
Spend More Time Shopping
? The Impact of Community Relations
on a Retailer’s Image
Questions?