Building Retail Store Image 2p2u1d

BUILDING RETAIL STORE IMAGE

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 18-2

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

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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. 18-7

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       

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Storefront Marquee Store entrances Display windows Exterior building height Surrounding stores and area Parking facilities

Alternatives in Planning a Basic Storefront     

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Modular structure Prefabricated structure Prototype store Recessed storefront Unique building design

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           18-15

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

Eye-Catching Displays from M&M World

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Allocation of Floor Space    

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Selling space Merchandise space Personnel space Customer space

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 Advantages

Disadvantages

 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

 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 Advantages  A friendly atmosphere  Shoppers do not feel rushed  People are encouraged to walk through in any direction  Impulse or unplanned purchases are enhanced 18-23

Disadvantages  Possible customer confusion  Wasted floor space  Difficulties in inventory control  Higher labor intensity  Potential loitering  Displays may cost more

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

Interior (Point-of-Purchase) Displays       

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Assortment display Theme-setting display Ensemble display Rack display Case display Cut case Dump bin

L.L. Bean’s Online Storefront

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Online Store Considerations Advantages

Disadvantages

 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 quickly enter and exit an online store

 Can be slow for dialup shoppers  Can be too complex  Cannot display threedimensional 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  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 18-30

Retail Store Design “Creating a Powerful Store Image”

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 . Apple Store in NYC has a unique design that draws customers inside.

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10 ways to turn off customers -First Impressions-

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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

“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

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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 18-38

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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