Presentation on theme: "18 Chapter 18 Establishing and Maintaining A Retail Image RETAIL MANAGEMENT: A STRATEGIC APPROACH."— Presentation transcript:
18 Chapter 18 Establishing and Maintaining A Retail Image RETAIL MANAGEMENT: A STRATEGIC APPROACH
Why is it sometimes difficult for a retailer to convey its image to consumers? Image is created by many factors and relies on consumers’ perceptions. In addition, uncontrollable elements can inflate or deflate a store’s image.
Figure 18.2 The Elements of a Retail Image
In 3 Seconds… A shopper should be able to determine a store’s Name Line of trade Claim to fame Price position Personality
Figure 18.4 The Elements of Atmosphere Atmosphere - The psychological feeling a customer gets when visiting a retailer
Visual Merchandising and Gap Visual Merchandising The proactive, integrated approach to atmospherics taken by a retailer to create a certain “look,” properly display products, stimulate shopping, and enhance the physical environment.
Exterior Planning Storefront Marquee Lighting Store entrances Display windows Exterior building height Surrounding stores and area Parking facilities Traffic congestion Loitering Which aspects are uncontrollable by the retailer?
Figure 18.6 How a Store Entrance Can Generate Shopper Interest
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
Miss Sixty Dressing Rooms Italian denim in up-to-the-minute washes and styles “retro-futuristic store” Stores worldwide [US=NY, San Fran, Miami, OC, and LA; Can=Montreal] D ressing rooms in what looks like big-top circus tents Vintage furniture and wallpaper give off a feeling of excess, Tinseltown style. It's a “very glam setting” Atmosphere: Hip Source: LA.com
Figure 18.7 Eye-Catching Displays from Toys “R” Us
Interior (Point-of-Purchase) Displays Assortment display Theme-setting display Ensemble display Rack display Case display Cut case Dump bin
Part 7 - Case 1 Discuss the implications of Underhill’s statement that “converting nonbuyers to buyers is largely dependent on store design and display.” Should an upscale retailer interpret Underhill’s research differently than a low- end retailer? Explain your answer.
Allocation of Floor Space Selling space Functional product groupings Purchase motivation product groupings Market segment product groupings Storability product groupings Merchandise space Personnel space Customer space
Figure 18.8 How a Supermarket Uses a Straight (Gridiron) Traffic Pattern
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 costs Disadvantages Impersonal atmosphere More limited browsing by customers Rushed shopping behavior
Figure 18.9 How a Department Store Uses a Curving (Free-Flowing) Traffic Pattern
Figure Piggly Wiggly’s Open Traffic Design
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 enhanced Disadvantages Possible customer confusion Wasted floor space Difficulties in inventory control Higher labor intensity Potential loitering Displays may cost more
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
Figure Making the Shopping Experience More Pleasant