Week_5 Retail Image

8/16/2019 Week_5 Retail Image

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Week 5

Retail Image


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Leaning Objectives

To describe how a retail store image isrelated to the atmosphere it createsvia its exterior, general interior, layout,and displays; and to look at the specialcase of non-store atmospherics

To discuss ways of encouragingcustomers to spend more timeshopping

To consider the impact of communityrelations on a retailer’s image


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18-3 Retail Mgt. 11e (c) 2010 ea!s"n#$%cati"n& Inc. '%blising as!entice all

*ig%!e 1+ #lements ", a RetailImage


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18- Retail Mgt. 11e (c) 2010 ea!s"n#$%cati"n& Inc. '%blising as!entice all

tm"s'e!e

• /e 'sc"l"gical ,eeling a c%st"me!gets en visiting a !etaile!

Store retailer+ tm"s'e!e !e,e!s t"st"!es 'sical ca!acte!istics tat'!"ject an image an$ $!a c%st"me!s

Nonstore retailer+ tm"s'e!e !e,e!s t"

te 'sical ca!acte!istics ", catal"gs&ven$ing macines& Web sites& etc.


5/42


is%al Me!can$ising

proactive,integrated

atmosphericsapproach aimed tocreate a certain look,

properly displayproducts, stimulateshopping behavior,

and enhance physical


6/42


*ig%!e 2+ "''ing at !a$a


7/42


*ig%!e 3+ /e #lements ",tm"s'e!e


8/42


#7te!i"! lanning

• t"!e,!"nt

• Ma!%ee

• t"!e ent!ances• 9is'la in$"s

• #7te!i"! b%il$ing eigt

•

%!!"%n$ing st"!es an$ a!ea• a!king ,acilities


9/42

18-: Retail Mgt. 11e (c) 2010 ea!s"n#$%cati"n& Inc. '%blising as!entice all

lternatives in !lanning a "asic Storefront

M"$%la! st!%ct%!e

!e,ab!icate$ st!%ct%!e

!"t"t'e st"!e

Recesse$ st"!e,!"nt

;ni%e b%il$ing $esign


10/42


lternatives in !lanning a "asic Storefront

M"$%la! st!%ct%!e+ a "ne-'iece !ectang%la! "!s%a!e tat ma attac seve!al st"!es

!e,ab!icate$ st!%ct%!e+ a ,!ame b%ilt in a ,act"!

an$ assemble$ at te site !"t"t'e st"!e+ %se$ b ,!ancis"!s an$ cains t","ste! a c"nsistent atm"s'e!e

Recesse$ st"!e,!"nt+ l%!es 'e"'le b being

!ecesse$ ,!"m te level ", "te! st"!es ;ni%e b%il$ing $esign+ a !"%n$ st!%ct%!e& ,"!

e7am'le


11/42


Store #ntrances

" man ent!ances a!e nee$e$<

Wat t'e ", ent!ance is best< " s"%l$ te alka be $esigne$<


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Store #ntrances

" man ent!ances a!e nee$e$< Man small !etaile!s ave "nl "ne ent!ance. 9e'a!tment st"!es

ma ave t" 8 "! m"!e ent!ances. st"!e "'ing t" $!a b"tveic%la! an$ 'e$est!ian t!a=c ma nee$ at least 2 ent!ances

Wat t'e ", ent!ance is best


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Aene!al Inte!i"!

• *l""!ing

• B"l"!s

• Ligting

• cents

• "%n$s

• t"!e C7t%!es

• Wall te7t%!es

• /em'e!at%!e

• isle s'ace

• 9!essing ,acilities

Retail Mgt. 11e (c) 2010 ea!s"n#$%cati"n& Inc. '%blising as!entice all

18-13

• In-st"!et!ans'"!tati"n(elevat"!& escalat"!&stai!s)

• 9ea$ a!eas• e!s"nnel

• Me!can$ise

• !ice levels

• 9is'las• /ecn"l"g

• t"!e cleanliness


14/42


15/42

Aene!al Inte!i"!

• Wi$e& %nc!"$e$ aisles c!eate a bette! atm"s'e!etan na!!"& c!"$e$ "nes.

• 9!essing ,acilities can be elab"!ate& 'lain& "!n"ne7istent.

• M%ltilevel st"!es m%st ave ve!tical t!ans'"!tati"n+elevat"!& escalat"!& an$ E"! stai!s.

• Ligt C7t%!es& ""$ "! metal beams& $""!s& !est!""ms& $!essing !""ms& an$ ve!tical t!ans'"!tati"n canca%se $ea$ a!eas ,"! te !etaile!. "l%ti"n+ mi!!"!s a!eattace$ t" e7it $""!s& ven$ing macines a!e l"cate$nea! !est !""ms& a$s a''ea! in $!essing !""ms& etc.

Retail Mgt. 11e (c) 2010 ea!s"n#$%cati"n& Inc. '%blising as!entice all

18-15


16/42

Aene!al Inte!i"!

• "lite& ell-g!""me$& kn"le$geable 'e!s"nnelgene!ate a '"sitive atm"s'e!e.

• /e me!can$ise a !etaile! sells in?%ences its image.

• !ice levels ,"ste! a 'e!ce'ti"n ", !etail image in

c"ns%me!s min$s> an$ te a '!ices a!e $is'lae$ isa vital 'a!t ", atm"s'e!e.

• st"!e it state-",-te-a!t tecn"l"g im'!esses'e"'le it its "'e!ati"ns e=cienc an$ s'ee$

•

Fee' te st"!e clean

Retail Mgt. 11e (c) 2010 ea!s"n#$%cati"n& Inc. '%blising as

!entice all18-14


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18-16Retail Mgt. 11e (c) 2010 ea!s"n

#$%cati"n& Inc. '%blising as!entice all

t"!e La"%t+ ll"cati"n ", *l""!'ace

elling s'ace

Me!can$ises'ace

e!s"nnel s'ace

B%st"me! s'ace

LGOARM


18/42



t"!e La"%t+ ll"cati"n ", *l""!'ace

elling s'ace is %se$ ,"! $is'las ", me!can$ise& inte!acti"nsbeteen sales'e"'le an$ c%st"me!s& $em"nst!ati"ns& an$ s""n.

Me!can$ise s'ace is %se$ t" st"ck n"n$is'lae$ items

e!s"nnel s'ace is a set asi$e ,"! em'l"ees t" cange cl"tesan$ t" take l%nc an$ c"@ee b!eaks& an$ ,"! !est !""ms.

B%st"me! s'ace c"nt!ib%tes t" te s"''ing m""$. It canincl%$e a l"%nge& bences an$E"! cai!s& $!essing !""ms& !est!""ms& a !esta%!ant& a n%!se!& 'a!king& an$ i$e aisles.

lan"g!am is a vis%al '!esentati"n ", te s'ace ,"! selling&me!can$ise& 'e!s"nnel& an$ c%st"me!. It als" las "%t in-st"!e'lacement. Ma be an$-$!an "! c"m'%te! gene!ate$.


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18-1:Retail Mgt. 11e (c) 2010 ea!s"n


!roduct $rouping Types

*%ncti"nal '!"$%ct g!"%'ings

%!case m"tivati"n '!"$%ct g!"%'ings

Ma!ket segment '!"$%ct g!"%'ings t"!abilit '!"$%ct g!"%'ings


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!roduct $rouping Types

*%ncti"nal '!"$%ct g!"%'ings+ $is'la me!can$ise b c"mm"n en$ %se. mens cl"ting st"!e migt g!"%' si!ts& ties& c%@ links& an$ tie 'ins&etc.

%!case m"tivati"n '!"$%ct g!"%'ings+ a''eal t" te c"ns%me!s %!ge t"b% '!"$%cts an$ te am"%nt e "! se is illing t" s'en$ "n s"''ing. c"mmitte$ c%st"me! it time t" s"' ill visit a st"!es %''e! ?""!s> a$isinte!este$ 'e!s"n it less time ill l""k at $is'las "n te C!st ?""!.

Ma!ket segment '!"$%ct g!"%'ings+ 'lace t"gete! va!i"%s items tata''eal t" a given ta!get. "mens a''a!el st"!e $ivi$es '!"$%cts int" j%ni"!s& misses& an$ la$ies a''a!el. m%sic st"!e se'a!ates B9s int"!"ck& jaHH& classical& RD& c"%nt!& etc.

t"!abilit '!"$%ct g!"%'ings+ ma be %se$ t" ,"! '!"$%cts nee$ings'ecial an$ling. s%'e!ma!ket as ,!eeHe!& !e,!ige!at"!& an$ !""m-tem'e!at%!e secti"ns. ?"!ist kee's s"me items !e,!ige!ate$ an$ "te!sat !""m tem'e!at%!e& as $" a bake! an$ a ,!%it st"!e.


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*ig%!e 5+" a9e'a!tmentt"!e ;ses aB%!ving(*!ee-

*l"ing) /!a=c atte!n


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Straight Tra%c !attern

dvantages n e%cient atmosphere is created

&ore 'oor space is devoted to product displays

!eople can shop (uickly

)nventory control and security are simpli*ed Self-service is easy, thereby reducing labor costs


!entice all18-23

+isadvantages )mpersonal

atmosphere

&ore limitedbrowsing bycustomers

ushed shoppingbehavior


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urving Tra%c !attern

dvantages

,!ien$l atm"s'e!e

"''e!s $" n"t ,eel !%se$

e"'le a!e enc"%!age$ t"

alk t!"%g in an $i!ecti"n Im'%lse "! %n'lanne$

'%!cases a!e inc!ease$


!entice all18-2

+isadvantages

"ssible c%st"me!c"n,%si"n

Waste$ ?""! s'ace

9i=c%lties ininvent"! c"nt!"l

ige! lab"!intensit

"tential l"ite!ing

9is'las ma c"stm"!e


25/42

pproaches for +etermining SpaceNeeds

&odel Stock pproach

+etermines 'oorspace necessary

to carry anddisplay a propermerchandiseassortment. #xe/

pparel storesand shoe stores


!entice all18-25

Sales-!roductivity atio

ssigns 'oor

space on thebasis of sales orpro*t per foot.#xe/ 0ood storesand bookstores


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Inte!i"! ("int-",-%!case)

9is'las• ss"!tment $is'la

• /eme-setting $is'la

• #nsemble $is'la• Rack $is'la

• Base $is'la

•

B%t case• 9%m' bin


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9is'las• n ass"!tment $is'la e7ibits a i$e !ange ",me!can$ise. /e c%st"me! is enc"%!age$ t" ,eel& l""k at&an$E"! t! "n '!"$%cts. #7e. A!eeting ca!$s& b""ks&magaHines& an$ a''a!el.

•

tem-setting $is'la $e'icts a '!"$%ct "@e!ing in atematic manne! an$ sets a s'eciCc m""$. Retaile!s ",tenva! tei! $is'las t" !e?ect seas"ns "! s'ecial events.

• Wit an ensemble $is'la& a c"m'lete '!"$%ct b%n$le(ensemble) is '!esente$ !ate! tan s"ing me!can$ise

in se'a!ate categ"!ies (s%c as a s"e $e'a!tment& s"ck$e'a!tment& 'ants $e'a!tment& si!t $e'a!tment& an$s'"!ts jacket $e'a!tment)


28/42




9is'las• !ack $is'la as a '!ima!il ,%ncti"nal %se+ t"nea!l ang "! '!esent '!"$%cts. It is ",ten %se$ ba''a!el !etaile!s& "%sea!es !etaile!s& an$ "te!s

• case $is'la e7ibits eavie!& b%lkie! items tan!acks "l$. Rec"!$s& b""ks& '!e-'ackage$ g""$s&an$ seate!s t'icall a''ea! in case $is'las

• c%t case is an ine7'ensive $is'la tat leavesme!can$ise in te "!iginal ca!t"n.

• $%m' bin is a case tat "l$s 'iles ", salecl"ting& ma!ke$-$"n b""ks& "! "te! '!"$%cts


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30/42

N1NST1#-"S#+ #T)2)N$!#S!#T)3#


!entice all18-30

• Aene!al inte!i"!

• /e gene!al inte!i"! als" inv"lves tese elements+ – Inst!%cti"n ab"%t " t" %se te site

– In,"!mati"n ab"%t te c"m'an

– !"$%ct ic"ns

– Ges items

– /e s"''ing ca!t

– '!"$%ct sea!c engine

– L"cati"n ", 'sical st"!es – s"''e! l"gin ,"! C!ms tat %se l"alt '!"g!ams an$

t!ack tei! c%st"me!s


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N1NST1#-"S#+ #T)2)N$!#S!#T)3#


!entice all18-31

• t"!e La"%t – as t" c"m'"nent+ te la"%t ", eac

in$ivi$%al Web 'age an$ te links t"

m"ve ,!"m 'age t" 'age

• 9is'las – Web !etaile!s can $is'la ,%ll '!"$%ct

ass"!tments "! let s"''e!s c""se ,"!mtail"!e$ ass"!tments.


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N1NST1#-"S#+ #T)2)N$!#S!#T)3#


!entice all18-32

• Beck"%t B"%nte!

– Online s"''e!s ten$ t" "!! m"!e ab"%t tesec%!it an$ '!ivac ", '%!case t!ansacti"nstan t"se " b% in a st"!e

– Online s"''e!s ",ten ave t" "!k a!$e! t"c"m'lete t!ansacti"ns like& ente! te m"$eln%mbe! an$ %antit& an$ c!e$it ca!$ n%mbe!&si''ing a$$!ess& etc.

– Online s"''e!s ma ,eel s%!'!ise$ b si''ingan$ an$ling ,ees& i, tese a!e n"t !eveale$ %ntilte g" t" ceck"%t


33/42

1nline Store onsiderations

dvantages

;nlimite$ s'ace t" '!esentass"!tments& $is'las& an$in,"!mati"n

Ban be c%st"miHe$ t" tein$ivi$%al c%st"me!

Ban be m"$iCe$ ,!e%entl

Ban '!"m"te c!"ss-me!can$ising an$ im'%lse

'%!casing #nables a c"ns%me! t" s"' in

%ickl


!entice all18-33

+isadvantages Ban be sl" ,"! $ial%'

s"''e!s Ban be t"" c"m'le7

Bann"t a$e%atel$is'la t!ee-$imensi"nal as'ects", '!"$%cts

Re%i!es c"nstant

%'$ating M"!e likel t" bee7ite$ it"%t'%!case


34/42

#nc"%!age B%st"me!st" 'en$ M"!e /ime "''ing

• /actics a!e+ – #7'e!iential me!can$ising

– "l%ti"ns selling

– #nance$ s"''ing e7'e!ience

– Retaile! c"-b!an$ing

– Wis list '!"g!ams


35/42


#7'e!iential me!can$ising

is t" c"nve!t s"''ing ,!"m a 'assiveactivit int" a m"!e inte!active "ne& b

bette! engaging c%st"me!s.#7e+ Da!nes G"ble b""kst"!e cains a!e

b"t ,am"%s ,"! b""k an$ '"et!!ea$ings& signings& an$ '!esentati"ns&

al"ng it c"m, cai!s an$ in-st"!eca,es t" kee' c%st"me!s !ea$ing.


36/42


"l%ti"ns selling

takes a c%st"me!-cente!e$ a''!"acan$ '!esents Ks"l%ti"ns !ate! tan

K'!"$%cts.#7e+ Man s%'e!ma!kets sell ,%ll

'!e'a!e$& c"m'lete meals tat j%st avet" be eate$ an$ se!ve$. /%s& it s"lves

te '!"blem ", KWats ,"! $inne!


37/42


#nance$ s"''ing e7'e!ience

means te !etaile! $"es eve!ting '"ssible t"make te s"''ing t!i' 'leasant an$ t"minimiHe ann"ances.

#7e+ setting %' i$e! aisles s" 'e"'le $" n"t ,eelc!am'e$> a$$ing bences an$ cai!s s" t"se

acc"m'aning te main s"''e! can !ela7>%sing ki"sks t" stim%late im'%lse '%!cases

an$ anse! %esti"ns> aving activities ,"!cil$!en> "'ening m"!e ceck"%t c"%nte!s


38/42


Retaile! c"-b!an$ing

e!eb t" "! m"!e ell-kn"n !etaile!ssit%ate %n$e! te same !"", ("! at "ne Web site)t" sa!e c"sts& stim%late c"ns%me!s t" visit

m"!e ",ten& an$ att!act 'e"'le s"''ingt"gete! " ave $i@e!ent '!e,e!ences.

#7e+ Mc9"nal$s in Wal-Ma!t st"!es& ta!b%cks inDa!nes G"ble st"!es& j"int 9%nkin 9"n%ts an$

Daskin-R"bbins "%tlets& an$ maH"n.c"m,eat%!ing /a!get an$ /"s KR ;s as 'a!tne!s atits Web site.


39/42


Wis list '!"g!ams

a tecni%e b"!!"e$ ,!"m Web !etaile!stat enables c%st"me!s t" '!e'a!e s"''inglists ,"! gi,t items te$ like t" !eceive ,!"ma 'a!tic%la! st"!e "! s"''ing cente!.

#7e+ Ma!sall *iel$s& c%st"me!s can '!int "%ta B!istmas !egist! at an in-st"!e ki"sk> N.B.enn al!ea$ incl%$es "li$a !egist!ies "nits in-st"!e ki"sks an$ enc"%!ages s"''e!st" sign %' at te st"!e "! "nline.


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18-0

Retail Mgt. 11e (c) 2010 ea!s"n


B"mm%nit-O!iente$ cti"ns

Make st"!es ba!!ie!-,!ee ,"! $isable$s"''e!s

" a c"nce!n ,"! te envi!"nment %''"!t ca!ities

a!tici'ate in anti-$!%g '!"g!ams #m'l" a!ea !esi$ents R%n sales ,"! seni"! citiHens an$ "te!

g!"%'s

'"ns"! Little Leag%e an$ "te! "%tactivities

B""'e!ate it neigb"!""$ 'lanningg!"%'s

9"nate m"neEe%i'ment t" sc""ls Beck I9s ,"! %!cases it a e


41/42

9isc%ssi"ns

1. 9eCne te c"nce't ", atm"s'e!e. " $"estis $i@e! ,!"m tat ", vis%al me!can$ising

2. Wic as'ects ", a st"!es e7te!i"! a!e

c"nt!"llable b a !etaile!< Wic a!e%nc"nt!"llable

3. Wat a!e meant b selling& me!can$ise&

'e!s"nnel& an$ c%st"me! s'ace<

. !esent a 'lan"g!am ,"! a nea!b cl"tingst"!e.


42/42

9isc%ssi"ns

5. 9evel"' a '%!case m"tivati"n g!"%'ing,"! an "nline b""kst"!e.

4. 9" "% ag!ee it %'scale !etaile!s

$ecisi"n n"t t" '!"vi$e in-st"!e s"''ingca!ts< Wat !ealistic alte!natives "%l$"% s%ggest< #7'lain "%! anse!s.

6. !esent a c"mm%nit !elati"ns '!"g!am,"! a l"cal bake!

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