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Chapter 18

Chapter 18. RETAIL MANAGEMENT: A STRATEGIC APPROACH. Establishing and Maintaining A Retail Image. Why is it sometimes difficult for a retailer to convey its image to consumers?.

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Chapter 18

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  1. Chapter 18 RETAIL MANAGEMENT: A STRATEGIC APPROACH Establishing and Maintaining A Retail Image

  2. 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.

  3. Figure 18.2 The Elements of a Retail Image

  4. In 3 Seconds… • A shopper should be able to determine a store’s • Name • Line of trade • Claim to fame • Price position • Personality

  5. Figure 18.4 The Elements of Atmosphere Atmosphere - The psychological feeling a customer gets when visiting a retailer

  6. 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.

  7. 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?

  8. Figure 18.6 How a Store Entrance Can Generate Shopper Interest

  9. 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 General Interior

  10. 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] • Dressing 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: HipSource: LA.com

  11. Figure 18.7 Eye-Catching Displays from Toys “R” Us

  12. Interior (Point-of-Purchase) Displays • Assortment display • Theme-setting display • Ensemble display • Rack display • Case display • Cut case • Dump bin

  13. 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.

  14. 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

  15. Figure 18.8 How a Supermarket Uses a Straight (Gridiron) Traffic Pattern

  16. 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 Straight Traffic Pattern

  17. Figure 18.9 How a Department Store Uses a Curving (Free-Flowing) Traffic Pattern

  18. Figure 18.10 Piggly Wiggly’s Open Traffic Design

  19. 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 Curving Traffic Pattern

  20. 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 Approaches for Determining Space Needs

  21. Figure 18.12 Making the Shopping Experience More Pleasant

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