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Chapter 18

Chapter 18. RETAIL MANAGEMENT: A STRATEGIC APPROACH, 9th 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, 9th 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 18.1 Positioning and Retail Image

  4. Figure 18.1b Positioning and Retail Image

  5. Figure 18.2 The Elements of a Retail Image

  6. In 3 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 18.3 Visual Merchandising and Gap

  10. Figure 18.4 The Elements of Atmosphere

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

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

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

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

  15. 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

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

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

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

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

  20. Grouping Types • Functional product groupings • Purchase motivation product groupings • Market segment product groupings • Storability product groupings

  21. 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

  22. Figure 18.10 Piggly Wiggly’s Open Traffic Design

  23. 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

  24. 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

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

  26. Figure 18.11 Costco’s Online Storefront

  27. Advantages Unlimited space to present product assortments, displays, and information Can be customized to the individual customer Can be modified frequently Can promote cross-merchandising and impulse purchasing Enables a shopper to enter and exit an online store in a matter of minutes 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 Online Store Considerations

  28. Figure 18.12 Making the Shopping Experience More Pleasant

  29. Figure 18.13 The Shopping Cart’s Role in an Enhanced Shopping Experience

  30. Community-Oriented Actions • Make sure that stores are barrier-free for disabled shoppers • Show a concern for the environment by recycling trash and cleaning streets • Supporting charities and noting that support at the company Web site • Participating in anti-drug programs • Employing area residents • Running special sales for senior citizens and other groups • Sponsoring Little League and other youth activities • Cooperating with neighborhood planning groups • Donating money and/or equipment to schools • Carefully checking IDs for purchases with age minimums

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