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Material Type: Notes; Professor: Cain; Class: Retail Merchandising; Subject: Marketing; University: Solano Community College; Term: Unknown 1989;
Typology: Study notes
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CHAPTER 18 – Establishing & Maintaining a Retail Image” Profile: Target Stores (www.target.com) – a fashion-forward full-line discount store chain; demographics of its customers = (“cheap chic”) typically a suburban, professional, well-educated female with a family and an average household income of $45,000+ per year (significantly higher than those of Wal-Mart or Kmart). Image , p. 541 – “…refers to how a retailer is perceived by customers and others. Positioning, p. 541 – “…refers to how a firm devises its strategy so as to project an image relative to its retail category and its competitors – and to elicit a positive consumer response.” “The Elements of a Retail Image” – see Figure 18-2 , p. 542. “A shopper should be able to determine the following about a store in three seconds : its name, its line of trade, its claim to fame, its price position, and its personality” – an industry expert (p. 542). Atmosphere (atmospherics) for a store-based retailer , p. 544 – “…refers to the store’s physical characteristics that project an image and draw customers.” For a non-store based retailer , p. 544 – “…refers to the physical characteristics of catalogs, vending machines, Web sites, and so forth.” o The (Four) Elements of Atmosphere – see Figure 18-5 , p. 545: exterior, general interior, store layout, and interior displays, I. Store-Based Retailing Perspective: A. Exterior , pp. 545 548: o Storefront , p. 545 – “…the total physical exterior of the store itself…includes the marquee, entrances, windows, lighting, and construction materials.” Modular structure , p. 545 – a one-piece rectangle or square that may attach several stores. Prefabricated structure , p. 545 – a frame built in a factory and assembled at the site. Prototype store, p. 545 – used by franchisors & chains to foster a consistent atmosphere. Recessed structure, p. 546 – lure people by being recessed from the level of other stores; customers must walk in a number of feet to examine the storefront. o Marquee , p. 546 – “…a sign that displays the store’s name”; e.g. the world’s best known marquee is McDonald’s golden arch (authors, p. 546). B. General interior , pp. 548 – 551 :
Flooring - Virtually all traditional department stores have carpeted floors, 75 percent of all full-line discount stores have vinyl floors, and 90 percent of home centers have concrete floors. Colors - bright, vibrant; light pastels or plain white walls. Scents and sounds – restaurant food aromas; cosmetic stores with an array of perfumes; slow tempo music in supermarkets (encourages people to move more slowly). Store fixtures Wall textures and light fixtures Aisleways - wide, uncrowded; narrow, crowded ones Dressing facilities – elaborate, plain, or Vertical transportation in multi-level stores Dead areas (non-selling spaces for retailers), p. 550 – “…can be caused by light fixtures, wood or metal beams, rest rooms ( must be kept clean ), dressing rooms, and vertical transportation.” C. Store layout , pp. 551 – 555 – specifics are sequentially planned & enacted. o Allocation of floor space – allot to selling, merchandise, personnel, and customers. Selling space – used for displays of merchandise, interaction between sales people and customers, demonstrations; self-service retailers aooprtion more space to selling. Merchandise space – use to stock non-displayed items. Personnel space – set aside for employees to change clothes and to take lunch and coffee breaks and for rest rooms. Customer space – contributes to the shopping mood…can include a lounge, benches, and / or chairs, dressing rooms, rest rooms, a restaurant, a nursery, parking, and wide aisles ( discounters are more apt to skimp on these areas ). Planogram , p. 551 – “…a visual (graphical) representation of the space for selling, merchandise, personnel, and customers – as well as for product categories.” o Classification of store offerings – product groupings: Functional product groupings, p. 552 - displays merchandise by common end use. Purchase motivation product groupings, p. 552 – appeal to the consumer’s urge to buy products and the amount of time he or she is willing to spend on shopping. Market segment product groupings, p. 552 – place together various items that appeal to a given target market. Stability product groupings, p. 552 – may be used for products needing special handling; i.e., refrigerated, frozen, etc. o Determination of a traffic-flow pattern Straight (gridiron) traffic pattern , p. 552 – “…places displays and aisles in a rectangular or gridiron pattern” (see Figure 18-9 , p. 553); often used by food retailers, discount stores, drugstores, hardware stores, and stationary stores.
information about the company, product icons, news items, the shopping cart, a product search engine, locations of physical stores, and a shopper log-in for firms that use loyalty programs and track their customers. C. Store layout , p. 558 – made up of two components – the layout of each individual Web page and the links to move from page to page within the site. D. Displays, p. 558 – special themes, etc. E. Checkout counter , pp. 558 – 559 - shopping carts F. Special considerations , p. 559 – how to set up a proper Web site and the advantages & disadvantages of the Web atmospherics versus those of traditional stores. Bigstep.com, Entrabase , and Yahoo! Small Business – designing and hosting costs are as low as $29.95/month. Encouraging customers to spend more time shopping o Experiential merchandising , p. 560 – “…convert shopping from a passive activity into a more interactive one, by better engaging customers.” o Solutions selling , p. 561 – “takes a customer-centered” approach and presents “solutions” rather than “products”. Community relations – see bulleted list of community-oriented actions on page 563 that can be taken to enhance retailer’s stature.
Rev. 11/08/07pfc