BUILDING RETAIL STORE IMAGE
18-2
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
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Positioning and Retail Image
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Positioning and Retail Image
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Elements of a Retail Image
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In Seconds…
A shopper should be able to determine a store’s* Name* Line of trade* Claim to fame* Price position* Personality
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.
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Visual Merchandising
Proactive, integrated atmospherics approach to create a certain look,
properly display products, stimulate shopping behavior, and enhance
physical behavior
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Shopping at Prada
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Elements of Atmosphere
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Exterior Planning
Storefront Marquee Store entrances Display windows Exterior building height Surrounding stores and area Parking facilities
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Alternatives in Planning a Basic Storefront
Modular structure Prefabricated structure Prototype store Recessed storefront Unique building design
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Store Entrances
How many entrances are needed? What type of entrance is best? How should the walkway be designed?
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How a Store Entrance Can Generate Shopper Interest
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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
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Eye-Catching Displays from M&M World
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Allocation of Floor Space
Selling space Merchandise space Personnel space Customer space
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How a Supermarket Uses a Straight (Gridiron) Traffic Pattern
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How a Department Store Uses a Curving (Free-Flowing) Traffic Pattern
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Product Grouping Types
Functional product groupings Purchase motivation product
groupings Market segment product groupings Storability product groupings
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Straight Traffic Pattern
AdvantagesAdvantages 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
DisadvantagesDisadvantages Impersonal
atmosphere More limited browsing
by customers Rushed shopping
behavior
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Piggly Wiggly’s Open Traffic Design
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Curving Traffic Pattern
AdvantagesAdvantages A friendly atmosphere Shoppers do not feel
rushed People are
encouraged to walk through in any direction
Impulse or unplanned purchases are enhanced
DisadvantagesDisadvantages Possible customer
confusion Wasted floor space Difficulties in
inventory control Higher labor intensity Potential loitering Displays may cost
more
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Approaches for Determining Space Needs
Model Stock Model Stock ApproachApproach* Determines floor
space necessary to carry and display a proper merchandise assortment
Sales-Productivity Sales-Productivity RatioRatio* Assigns floor
space on the basis of sales or profit per foot
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Interior (Point-of-Purchase) Displays
Assortment display Theme-setting display Ensemble display Rack display Case display Cut case Dump bin
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L.L. Bean’s Online Storefront
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Online Store Considerations
AdvantagesAdvantages 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
DisadvantagesDisadvantages 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
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Making the Shopping Experience More Pleasant
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The Shopping Cart’s Role in an Enhanced
Shopping Experience
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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
Retail Store Design“Creating a Powerful Store Image”
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You never get a second chance to make a first
impression… A store’s appearance
holds the most sway in enticing customers through the doors.
People tend to sum up their initial store encounter in visual terms.
Apple Store in NYC has a uniquedesign that draws customers inside.
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10 ways to turn off customers-First Impressions-
Dirty bathrooms Messy dressing rooms Loud music Handwritten signs Stained floors or ceiling
tiles Poor lighting Offensive odors Crowded aisles Disorganized checkout
counters Lack of shopping
carts/baskets
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“The Image-Makers”
1. An Identifiable Store Name
2. A Powerful Visual Trademark
3. An Unmistakable Store Front
4. An Inviting Entrance
5. A Consistent and Compelling Store Look and Hook
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1. Identifiable Store Names
Sets the tone of the store Distinguishes a store in the
customer’s mind Store name should be
easy to say and remember
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2. Powerful Visual Trademarks
Provides a visual image to accompany a store name
Combine words, pictures, colors, shapes, and styles to make it stand out
Store should be identifiable even without seeing store name
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3. Unmistakable Storefront Traffic-Stoppers
Provide instant recognition and recall
Must project a welcoming, clear, and concise image of what’s inside
Use thoughtful combo of exterior architecture, signage, and window displays
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4. Store Entrance
Mall retailers easily lure costumers in with wide open entrances from the main mall
Visual clutter near store entrance may turn off customers
Street retailers need an unobstructed and welcoming doorway to attract nearby motorists
Mall Entrance
Street Entrance
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5. Store Look and Hook
Visual Look An inviting entrance is crucial for a positive first impression Inside store should be organized and consistent to limit
confusion
Visual Hook Diverts customer’s attention with a “Stop! There’s something
here for you!” Should combine all visual merchandising components Many store retailers are using sensory appeal for the total
package
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