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Chapter 18

Chapter 18. RETAIL MANAGEMENT: A STRATEGIC APPROACH , 10th Edition. Establishing and Maintaining a Retail Image. BERMAN EVANS. Chapter Objectives. To show the importance of communicating with customers and examine the concept of retail image

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Chapter 18

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

  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. Figure 18-1a: Positioning and Retail Image

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

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

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

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

  9. Figure 18-5: Elements of Atmosphere

  10. Exterior Planning • Storefront • Store entrances • Display windows • Exterior building height • Surrounding stores and area • Parking facilities

  11. Alternatives in Planning a Basic Storefront • Modular structure • Prefabricated structure • Prototype store • Recessed storefront • Unique building design

  12. Store Entrances • How many entrances are needed? • What type of entrance is best? • How should the walkway be designed?

  13. 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

  14. Allocation of Floor Space • Selling space • Merchandise space • Personnel space • Customer space

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

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

  17. 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

  18. 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

  19. 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

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

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