Session 3 Store Exterior& Interior Relationships

8/3/2019 Session 3 Store Exterior& Interior Relationships

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RETAIL BRAND COMMUNICATION

Retail Communication mix:

Out-of-store communications

Advertising.

Direct marketing communications.

In-store communicationsStore design.

Visual Merchandising.

Employees.

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STORE DESIGN

Be consistent with image and strategy

Positively influence consumer behavior

Consider costs versus value

Be flexible

Recognize the needs of the disabled(Universal Design philosophy)

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STORE-RELATED BEHAVIOR

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Involves the consumer locating, traveling to,and entering a store (the shopping experience

does not start in the store!)

The landing strip or the decompression

zone

Store contact


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STORE-RELATED BEHAVIOR

Store movement

Patterns of movement within a store

Despite situational variables (individualdifferences, temporal variables,

consumer motives, etc.) generalpatterns can be detected

Shopping highways and byways

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TOUCH POINTS OF STORE DESIGN

Exterior Attracting customers;

Interior Communicating the brand personality;

Lighting Dramatising the merchandise;

Layout Navigating through the store;

Fixtures Showing the merchandise.

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EXTERIOR PLANING

Storefront

Store entrances

Display windows

Exterior building height

Surrounding stores and area

Parking facilities

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EXAMPLES


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STORE ENTERANCES

How many entrances are needed?

What type of entrance is best?

How should the walkway be designed?

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EXAMPLES


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WINDOWS

Closed Back Window

Open Back Window

Straight Front Window

Angled Front Window

Arcade Front Window Corner Window

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TYPES OF WINDOW DISPLAYS

Promotional promote the sale of one or

more items by using special lighting and /orprops. Skiwear with fake snow for accents

Institutional promote store image ratherthan specific items. Designed to build customer good will, show

that the business is interested in the

community

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EXAMPLES

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Fendi

Burberry

Oasis

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STORE INTERIOR

Landing Area

FlooringColors

Lighting

Scents

SoundsStore fixtures

Wall textures

Temperature

Aisle space

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Dressing facilities

Vertical transportation(elevator, escalator,stairs)

Dead areas

Personnel Merchandise

Store cleanliness

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Session 3 Store Exterior& Interior Relationships

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