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18 Chapter 18 Establishing and Maintaining a Retail Image RETAIL MANAGEMENT: A STRATEGIC APPROACH, 10th Edition BERMAN EVANS.

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Presentation on theme: "18 Chapter 18 Establishing and Maintaining a Retail Image RETAIL MANAGEMENT: A STRATEGIC APPROACH, 10th Edition BERMAN EVANS."— Presentation transcript:

1 18 Chapter 18 Establishing and Maintaining a Retail Image RETAIL MANAGEMENT: A STRATEGIC APPROACH, 10th Edition BERMAN EVANS

2 18-2 Chapter Objectives  To show the importance of communicating with customers and examine the concept of retail image  To describe how a retail store image is related to the atmosphere it creates via its exterior, general interior, layout, and displays, and to look at the special case of non-store atmospherics  To discuss ways of encouraging customers to spend more time shopping  To consider the impact of community relations on a retailer’s image

3 18-3 Figure 18-1a: Positioning and Retail Image

4 18-4 Figure 18-1b: Positioning and Retail Image

5 18-5 Figure 18-2: Elements of a Retail Image

6 18-6 In Seconds…  A shopper should be able to determine a store’s * Name * Line of trade * Claim to fame * Price position * Personality

7 18-7 Atmosphere  The psychological feeling a customer gets when visiting a retailer * Store retailer: atmosphere refers to store’s physical characteristics that project an image and draw customers * Nonstore retailer: atmosphere refers to the physical characteristics of catalogs, vending machines, Web sites, etc.

8 18-8 Visual Merchandising Proactive, integrated atmospherics approach to create a certain look, properly display products, stimulate shopping behavior, and enhance physical behavior

9 18-9 Figure 18-3: Shopping at Prada

10 18-10 Figure 18-5: Elements of Atmosphere

11 18-11 Exterior Planning  Storefront  Marquee  Store entrances  Display windows  Exterior building height  Surrounding stores and area  Parking facilities

12 18-12 Alternatives in Planning a Basic Storefront  Modular structure  Prefabricated structure  Prototype store  Recessed storefront  Unique building design

13 18-13 Store Entrances  How many entrances are needed?  What type of entrance is best?  How should the walkway be designed?

14 18-14 Figure 18-7: How a Store Entrance Can Generate Shopper Interest

15 18-15 General Interior  Flooring  Colors  Lighting  Scents  Sounds  Store fixtures  Wall textures  Temperature  Aisle space  Dressing facilities  In-store transportation (elevator, escalator, stairs)  Dead areas  Personnel  Merchandise  Price levels  Displays  Technology  Store cleanliness

16 18-16 Figure 18-8: Eye-Catching Displays from M&M World

17 18-17 Allocation of Floor Space  Selling space  Merchandise space  Personnel space  Customer space

18 18-18 Figure 18-9: How a Supermarket Uses a Straight (Gridiron) Traffic Pattern

19 18-19 Figure 18-10: How a Department Store Uses a Curving (Free-Flowing) Traffic Pattern

20 18-20 Product Grouping Types  Functional product groupings  Purchase motivation product groupings  Market segment product groupings  Storability product groupings

21 18-21 Straight Traffic Pattern Advantages  An efficient atmosphere is created  More floor space is devoted to product displays  People can shop quickly  Inventory control and security are simplified  Self-service is easy, thereby reducing labor costsDisadvantages  Impersonal atmosphere  More limited browsing by customers  Rushed shopping behavior

22 18-22 Figure 18-11: Piggly Wiggly’s Open Traffic Design

23 18-23 Curving Traffic Pattern Advantages  A friendly atmosphere  Shoppers do not feel rushed  People are encouraged to walk through in any direction  Impulse or unplanned purchases are enhancedDisadvantages  Possible customer confusion  Wasted floor space  Difficulties in inventory control  Higher labor intensity  Potential loitering  Displays may cost more

24 18-24 Approaches for Determining Space Needs  Model Stock Approach * Determines floor space necessary to carry and display a proper merchandise assortment  Sales-Productivity Ratio * Assigns floor space on the basis of sales or profit per foot

25 18-25 Interior (Point-of-Purchase) Displays  Assortment display  Theme-setting display  Ensemble display  Rack display  Case display  Cut case  Dump bin

26 18-26 Figure 18-12: L.L. Bean’s Online Storefront

27 18-27 Online Store Considerations Advantages  Unlimited space to present assortments, displays, and information  Can be customized to the individual customer  Can be modified frequently  Can promote cross- merchandising and impulse purchasing  Enables a consumer to quickly enter and exit an online store Disadvantages  Can be slow for dialup shoppers  Can be too complex  Cannot display three- dimensional aspects of products well  Requires constant updating  More likely to be exited without purchase

28 18-28 Figure 18-13: Making the Shopping Experience More Pleasant

29 18-29 Figure 18-14: The Shopping Cart’s Role in an Enhanced Shopping Experience

30 18-30 Community-Oriented Actions  Make stores barrier-free for disabled shoppers  Show a concern for the environment by recycling trash and cleaning streets  Support charities  Participate in anti-drug programs  Employ area residents  Run sales for senior citizens and other groups  Sponsor Little League and other youth activities  Cooperate with neighborhood planning groups  Donate money/equipment to schools  Check IDs for purchases with age minimums


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