berman_ch_18_11e
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Transcript berman_ch_18_11e
Establishing
and
Maintaining a
Retail Image
RETAIL
MANAGEMENT:
A STRATEGIC
APPROACH
11th Edition
BERMAN
Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice Hall
EVANS
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Chapter Objectives
To show the importance of communicating with
customers and to 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
Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice Hall
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Figure 18-1a:
Positioning
and the Polaris
Fashion Mall
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Figure 18-1b: Positioning and Hard Rock Cafe
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Figure 18-1c: Positioning and McDonald’s
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Figure 18-2: 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
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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
A proactive, integrated atmospherics
approach aimed to create a certain
look, properly display products,
stimulate shopping behavior, and
enhance physical behavior
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Figure 18-3: Shopping at Prada
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Figure 18-5: The 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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Figure 18-7: The Name Says It All
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General Interior
Flooring
In-store transportation
Colors
Lighting
Scents
Sounds
Store fixtures
Wall textures
Temperature
Aisle space
Dressing facilities
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(elevator, escalator,
stairs)
Dead areas
Personnel
Merchandise
Price levels
Displays
Technology
Store cleanliness
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Figure 18-8: Eye-Catching Displays from
M&M World
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Store Layout: Allocation of Floor Space
Selling space
Merchandise space
Personnel space
Customer space
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Figure 18-9: How a Supermarket Uses a Straight
(Gridiron) Traffic Pattern
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Figure 18-10:
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
Advantages
Disadvantages
An efficient atmosphere
Impersonal
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
Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice Hall
atmosphere
More limited
browsing by
customers
Rushed shopping
behavior
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Figure 18-11: Sears’ Open-Store Design
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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 increased
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Disadvantages
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 Approach
Determines floor
space necessary to
carry and display a
proper
merchandise
assortment
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Sales-Productivity Ratio
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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Figure 18-12: The RE/MAX Online Storefront
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Online Store Considerations
Advantages
Unlimited space to present
assortments, displays, and
information
Can be customized to the
individual customer
Can be modified frequently
Can promote crossmerchandising and impulse
purchasing
Enables a consumer to shop
in quickly
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Disadvantages
Can be slow for dialup
shoppers
Can be too complex
Cannot adequately display
three-dimensional aspects
of products
Requires constant
updating
More likely to be exited
without purchase
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Figure 18-13: Making the Shopping Experience
More Pleasant
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Figure 18-14: 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
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
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written permission of the publisher. Printed in the United
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