1. Target Market The potential customer group to which all retail activities are directed in an effort to attract them!

2. Who are my customers? Make sure the messages are consistent in your windows and in any advertising!

3. Most retailers cannot hope to sell to all the individuals in their marketplace. Therefore, marketers seek to identify particular groups of customers whose wants they feel they can most completely and accurately satisfy.

4. Store Image The impression given to customers of the entire store environment including presentation, the type and brand of goods, the store layout and merchandising, fixtures, fittings, décor and staff.

5. Image is Impact Image is Impact The way in which the store is defined in the shoppers mind, comes from both the functional qualities and the psychological effect of the atmosphere you create.

6. Retailers are hoping to attract customers by creating a specific and definite perception in people’s minds as to what they do and what they stand for

7. Demography Demography is the statistical study of human population and it’s distribution.

8. Australian demographic trends Aging population Single people Cultural diversity Economic conditions Inflation Interest rates Employment levels Competitive intensity Quality of life Physical fitness,nutrition and well being Desire for convenience and premium on time Technology Changing gender roles