1. Establishing and Maintaining a Retail Image
Chapter 18
Establishing and Maintaining a
Retail Image
RETAIL
MANAGEMENT:
A STRATEGIC
APPROACH,
10th Edition
BERMAN EVANS

2. Chapter 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

3. Figure 18-1a: Positioning and Retail Image

4. Figure 18-1b: Positioning and Retail Image

5. Figure 18-2: Elements of a Retail Image

6. In Seconds… A shopper should be able to determine a store’s Name
Line of trade
Claim to fame
Price position
Personality

7. 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.

8. Visual Merchandising
Proactive, integrated atmospherics approach to create a certain look, properly display products, stimulate shopping behavior, and enhance physical behavior

9. Figure 18-5: Elements of Atmosphere

10. Exterior Planning Storefront Store entrances Display windows
Exterior building height
Surrounding stores and area
Parking facilities

11. Alternatives in Planning a Basic Storefront
Modular structure
Prefabricated structure
Prototype store
Recessed storefront
Unique building design

12. Store Entrances How many entrances are needed?
What type of entrance is best?
How should the walkway be designed?

13. General Interior 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

14. Allocation of Floor Space
Selling space
Merchandise space
Personnel space
Customer space

15. Figure 18-9: How a Supermarket Uses a Straight (Gridiron) Traffic Pattern

16. Figure 18-10: How a Department Store Uses a Curving (Free-Flowing) Traffic Pattern

17. Straight Traffic Pattern
Advantages
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
Disadvantages
Impersonal atmosphere
More limited browsing by customers
Rushed shopping behavior

18. 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
Disadvantages
Possible customer confusion
Wasted floor space
Difficulties in inventory control
Higher labor intensity
Potential loitering
Displays may cost more

19. Approaches for Determining Space Needs
Model Stock Approach
Determines floor space necessary to carry and display a proper merchandise assortment
Sales-Productivity Ratio
Assigns floor space on the basis of sales or profit per foot

20. Interior (Point-of-Purchase) Displays
Assortment display
Theme-setting display
Ensemble display
Rack display
Case display
Cut case
Dump bin