Intro:

Definition Shopper Marketing Shopper marketing is the employment of any marketing stimuli,
developed and based on a deep understanding of shopper behavior, designed to build brand equity,
engage the shopper (i.e., an individual in “shopping mode”), and lead him/her to make a purchase.
Positioning: The place a brand occupies in the consumer’s mind relative to competing brands.

Chapter 1: Store Layout (7-34) - how shoppers navigate in your store

Zones in the shop:
1. Transition Zone: the zone where the customers enter. They need to adjust to the many new
stimuli inside the shop such as temperature, smell, signs, and colors. This is the only place in a store
that every single customer passes through. It is bad to place products there because of this
orientation phase; the customers do not notice the products on the entrance, because they look
straight and try to orientate themselves. This is a place to make a good first impression
2. Customers walk counterclockwise: shoppers walk counterclockwise or to the right after they
enter the store
3. Customers avoid narrow aisles: shopper do not want to bump into each other while looking at
products
4.Shoppers avoid upper and lower floors: shoppers like to stay on the same floor that they have
entered, also it is easier for disabled people or mothers with baby strollers to stay on the same floor

Planning the store layout:

1. Counter Store: продават зад витрина, ex. Pharmacies (to maintain control), newsstands, jewelry
store, exclusive stores (clients expect a high degree of personal help). This layout is not popular in
modern retailing because they are labor intensive and drastically reduce impulse purchases. Products
are hidden behind counters.
2. Forced-Path layout: planned path and shopping experience to the customers. In reality, much less
ideal, customers feel like in a labyrinth. Ex. IKEA
3. Grid layout: aisles are arranged in a repetitive rectangular pattern – supermarkets, drugstores and
hardware stores. It allows customers to shop quickly, simplifies inventory control, floor space is used
efficiently, standard fixtures can be used to display the merchandise.
4. Free-Form layout: aisles are placed freely, not like a grid, it is more interesting for customers. It
enhance the atmosphere of the store and shopping experience of the customers; shoppers are
encouraged to brose the merchandise; customers feel less rushed and thus are more likely to make
unplanned purchases.
- Boutique layout: each merchandise is placed in different section. Ex. Tommy Hilfiger

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boutique
- Star layout: star like pattern, ex. Perfumeries, fashion stores, jewelry stores. Suitable for
experiential store design, but a bit confusing for the shoppers to find what they are looking for.
- Arena layout: resemble amphi-theaters. Different layout can be combined

The Loop: Guiding the shopper through the store: a way to guide the customers throughout their
shopping. The loop must be clearly visible and also communicate to customers that it is the best and
easiest approach to traversing the store. Making the loop visible: Marking the loop on the floor in
different colors; guiding customers along the loop via additional lighting on the ceiling; using
different flooring material to mark the loop. Place focus points along the loop.

Where to place merchandise ad how shoppers search for products:

Shelf zone:
-Eye level is buy level: products place at shoppers’ eye level tend to sell significantly
better that products at other heights on the shelf because products at eye level receive more
attention.
-Stretch level: one of the less valuable shelf zones. Receive relatively little attention
by shoppers.
- Touch level: shopper’s waist height. These products receive less attention than the
products on eye level, it is still a desirable zone but for placing high-profit items.
- Stoop level: shoppers don’t like to bend down, this zone in most cases is not in
shoppers’ field of vision while walking through the store.

Place on Shelves: primarily, shoppers search horizontally. First - horizontal scanning for merchandise
groups, then vertically scanning for specific brands or products. Similar products should be arranged
in vertical blocks and not horizontal blocks (customers will have problem finding them). Different
types of accessories are arranged horizontally rather than vertically.

There are two ways to design vertical blocks:

1. Product blocks. Merchandise is grouped by product category. For example, one vertical block
contains soaps, whereas another one contains shampoos.
2. Brand blocks. Merchandise is grouped by brands. For example, one vertical block contains all
Ivory products, another block all Dove products, and a third block all Palmolive products.

Hot spots: The area in front of the checkout where customers have to wait; Display bins blocking
the shoppers’ path; Areas next to elevators and escalators where shoppers pause

Chapter 2: Orientation (35-52) – it is all about order

Disorientation leads to customer spending less time in the store, they become more critical in their
evaluation of the merchandise, they are less likely to make unplanned purchases, store loyalty is
negatively impacted.

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Cognitive maps: mental representation of the environment.
-Paths: lead people through a store, clearly distinguishable corridors (clear visible paths)
-Nodes: nodes are placed where people congregate, where paths intersect
-Districts: when you move from one district to another, you notice a difference in colors, lights and so
on (group similar merchandise together, districts can be formed by using shelves, carpeting,
decorations and colors)
-Edges: barriers such as walls, river, fences..
-Landmarks: features in a store that look unique, attracts attention, noticeable; help shoppers
orientate and explore the store

Signage System: signs which help shoppers orientate.

-Visibility: signs must stand out; also limit the number of signs visible to the customer
-Quantity: less is definitely more as far as signage goes
-Legibility: the message of the sign must be easy to read; serif fonts, mixture of capital letters and
small letters, color is important (black on yellow or white)
-Intelligibility: understands the message

Store Maps: good thing, but can be confusing; you are here map, how can you find the shop, is it
understandable.

Positive ways to facilitate orientation in a store:

-Orient the layout of the store on shoppers’ scripts: scripts are a cognitive sequence of behavior;
analyze customers shopping list, get in their head
-Color Coding: color different departments in different colors
-Directional signs on walls and the floor: guide shoppers, footprint stickers on the floor or on the
walls…..

Chapter 3: Store Design Factors (53-83)

Looking good from store front to store back

Buildings influence people – it shapes the shopping choices of the customer.

Store design factors:

1. Exterior design: location, signs, windows, entrance

2. Interior design: floor covering, materials, ceiling, displays, mirrors, checkout (e.g. distorting
mirrors)

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Exterior Design: First Impression Count: Storefront - customers decide if they will enter the store or
not – aim: attract attention, convey and image that entices the customer into the store. The exterior
should be coherent with the store’s interior theme

Where should the store be located?: The amount of pedestrian or vehicle customer traffic must be
considered when choosing a location. Stores located in side corridors or near mall entrances are
typically less frequented than stores at the center of the mall. Guidelines to follow when selecting
mall location:

Escalators – direction matters – near the top of an up escalator or the bottom of a down escalator

Anchors – not advantageous to be located too close to an anchor store – shoppers become
transfixed by the anchor and don’t pay attention to stores located nearby

Wells – an opening on the upper level of shopping mall that creates a gallery – lets shoppers have a
view of the lower level of the shopping mall – good idea to locate your store on either end of the
gallery so shoppers can quickly cross over to your store

Longest continuous path - if the shopping mall consists of a long hallway of stores, with an anchor
store on both ends, then all locations on this hallway will be good. If the mall consists of several
corridors and courts, the best location will be on the longest path of the mall

Neighborhood – a store should be located among stores that attract the same target group – don’t
fear competition, use it – next to food vendors: popcorn and ice cream brings people to the most
undesirable locations

Ways for street stores to attract shoppers: Communication through pavement in front of the store;
Flowers; Lights; Benches – facing the store; Pet-friendly image – dog water fountain near the
pavement; Cleanliness – sidewalk in pristine condition, avoid leaves, snow, trash

Parking facilities

Mall maps should be provided at entrances to help customers find the way to different stores.

How to make parking facilities more comfortable: Special parking spaces; Warning signage; Safety
lightening; Aisle markers – different colored parking zones help shoppers to remember where they
have parked

Signs send a message

The forbidden place effect: Comme de Garcons, Abercrombie & Fitch – the store represents a secret
room, not everyone is allowed to enter, when shoppers manage to overcome all the difficulties and
gain entrance, they feel satisfied, relaxed, and are personally affirmed that they belong to the chosen
group of unique shoppers who are allowed access to this unique place – this concept won’t work

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always – 46% of first time customers of various businesses indicated they visited the store just
because they saw the signs outside the store

Checklist of details to consider when choosing or using business signs:

-Take local zoning regulations into account – e.g. shop in a historic district

-Make your sign easily recognizable- e.g. when driving

-Adjust your sign to the neighborhood – e.g. store in a commercial area

-Make your sign brand your business – signs should reinforce your overall store image, they should
look like other marketing communication tools (leaflets, business cards,website..)

-Make sure that signs are visible at all times by using appropriate lighting – signs advertise in 24
hours a day, 365 days a year

A window wonderland brings customers into the store

Shopping windows have an incredible power to attract customers. Similar to signs, shopping
windows have the potential to be one of the least costly and one of the most efficient marketing
communication tools a business can use. There are many things that won’t work in store design, such
as inappropriate lightning, too many or too few items, inappropriate props, outdated displays that
aren’t changed for a long time. Crucial question: what do you want to say with your shopping
window? Is your primary goal to convey a certain image? Or do you want to get as many customer
inside the store as possible? To maximize store traffic, display affordable mainstream merchandise in
the window. If, on the other hand, conveying an exclusive store image is your primary goal, focus on
innovative and upscale merchandise.

Guidelines for shopping window design:

-Tell shoppers what is going on inside the store

-Change your windows at appropriate time intervals

-Avoid empty store fronts – while redecorating the shop window, install window posters that reflect
the image of the overall store positively

-If possible, change a few things in the shopping window every day – product of the day, joke of the
day, special discount of the day, store mascot every day in another place

-Use lifelike mannequins instead of unrealistic ones to help shoppers imagine how clothes will look
on them
-Use a background wall in the window if you need additional space for the merchandise from the
store
-If you don’t need this additional space, just provide a good overview of everything in the store. By

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keeping the product displayed in a shop window just a few feet above ground and staggering the
height of other fixtures in the store, a shopper will also see nearly everything located in the store

-Use affective or emotional stimuli as “hidden persuaders” – e.g. water features as eye-catchers;
plants and animals as signs of nature

Entering the store- The design of the front door should not be ignored.

To make the entrance appealing and effective:

-Clearly indicate where to enter

-Make entrance free of barriers – a customer may experience a psychological barrier if the door
offers no view into the store; physical barriers: stairs that hinder disabled people, senior citizens, and
shoppers with baby strollers

-Welcome the shopper

-Provide an overview of the store – presentation tables, low shelves positioned right after the
entrance

-Have only one entrance – more entrances lead to safety issues due to lack of control of customer
flow. If a store has more entrances every door should be considered a main entrance.

The three possibilities to design the store front:

1. Standard front – entrance door is enclosed by shopping windows

2. Open front - no door as a psychological barrier
3. Recessed front – shoppers are able to have a detailed look at windows; more litter can blow
into the entrance area

Front door should convey the same message as the store windows.

Interior Design: From the Door to the Ceiling - Shopping basket – if it is handed, it’s unlikely that it
will remain empty

Floor covering
Touch has an important effect on buying behavior.

Touching the floor couldn’t be avoided – shoppers walk considerably slowly on a soft floor, they tend
to stop more frequently when stepping from one type of floor onto the next – vary floor coverings –
switching the carpet in front of products that retailers want to emphasize.

Wood floor conveys an exclusive image. Alternatively: asphalt, vinyl, rubber tiles, ceramic tiles,
masonry, terrazzo. Carpets create a comfortable atmosphere (airports, movie theaters, restaurants)

Materials: Either just another brick in the wall or a wall’s creative use

Reinforce the natural image of a brand. Customers want to touch products before purchasing them.

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Shoppers tend to transfer associations evoked by materials used in the store to products but also
through their shapes: straight walls broken by occasional sharp angles evoke associations of
masculinity; curved walls elicit associations of femininity

Material, Association for customers

-Brick- durable, cozy, and natural
-Glass- fragile, modern, fabricated
-wood-natural and handmade
-iron and steel- historical
-stainless steel-aggressive and professional
-metals-cold, sterile, precise
-machined metal-durable, robust, technologically superior
-polymers-bright, cheerful, humorous
-ceramic-rigid, cold, durable, hygienic, long lasting
-plastic-playful and low quality

Displays: Unseen often stays unsold: Information about the products must be visible at first glance.

Point-of-purchase displays – flexible, bin or kiosk, doesn’t necessary need to be tangible. Its
functions:

-Create demand for specific products – in supermarkets raise sales between 1.2% and 19.6%, in
drugstores 6.5% - trigger unplanned purchases

-Enhance the store image

-Enhance shopping convenience – during special seasons

-Control in-store traffic movement – direct attention to less frequently visited areas of the store

Each display should contain 4 elements:

1. Merchandise - products with the highest profit margin, latest arrival, newest reduction,
impulse purchase products
2. Props and color – yellow, red attract more attention than pastel colors; green makes people
hungry
3. Lighting – products in red light
4. Show cards – price tags, benefit signs

Two kinds of displays:

1. Content displays – provide information: storefront displays, freestanding floor graphics,

elevator signs, new media displays
2. Products displays: dump displays, related-item displays, formal displays, freestanding
displays, endcaps, POP counter displays – display units have to be adaptable,
interchangeable, accessible

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Frequently used content displays:

Storefront displays: Located in the store window or in front of the store; used to enhance a store’s
image; use innovative displays for an up-to-date and state-of-art image (e.g. a-board, wall-mounted
flag)
Freestanding floor graphics: Display a specific content; never compete with merchandise presented;
coordinate graphics and follow specific design guidelines (e.g. sign display, poster frames)
Elevator signs: Display a specific content; can be used to announce special events (calendars to infor
customes about planned events and special promotions)
New-media displays: Use movement-activated images or touch-sensitive product displays; provide
central control of the actual point of sale; increase customer involvement by providing touch screens;
enhance understanding of products by interactivity; enhance customer comfort (e.g. digital touch
screen stock checkers)

Look up and see the ceiling

Three factors to consider which ceiling to use:

1. Performance – visial aesthetics, acoustical, performance, light reflection, durability

Light reflecting materials enable illumination of the whole store at a low cost. Duraility that ensures
long-lasting, beautiful design.

2. Design – in combination with store fixture, lighting and walls

3. Ceiling height – high ceiling: sense of a higher energy level

Mirrors: Losing weight at a glance

Flattering mirrors – add inches to shoppers height and shave pounds from their hips; created from
thin piece of glass+natural light; Visually enlarge the store

In elevators – to reduce the risk of claustrophobia

Products in stores with vertical mirrors get more positive assessment

Checkout counters

How many checkout stations or checkout counters will you provide?; How much space do you need
to consider for waiting lines?; How can you keep your customers happy during waiting time?

Single checkout line with more cash registers at the end.

Distract customers during waiting time: offer candy, razors, magazines – increase impulse purchases.

Make checkout more comfortable:

- ten-items-or-less lines – fast checkout lines increase convenience shopping and let buyers purchase
a few items get faster service

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-self-scanning checkouts – control, reliability, easy-of-use

-no-candy checkout – provide one or two lines with batteries, granola, snacks

-stress-reducing atmosphere – green and blue colors evoke calm and relaxed feelings

Chapter 4: Visual Merchandising (83-114)

In a nutshell, visual merchandising is the art and science of presenting products in the most visually
appealing way. It is how a retailer communicates with the customers through product images or
presentations. With a good visual merchandising strategy, products will almost sell themselves. In
addition, the presentation of merchandise will contribute to the overall image of the store.

Make merchandise Visible :Don’t put behind another product; Restock

Make merchandise Tangible, easily accessible -> clothes, phones, books etc, jewellery is an
exception : Display unpacked products

Give shoppers good choices

• Give few choices -> scarcity feeling -> valuable

• Overloaded of choices not good
• Customers want to feel they have the freedom and are not forced to buy

Less is more: a key principle of good product presentation - the tyranny of choice

Customers say: choice is good for you, more variety, the better

Experiment: tasting booth – big variety vs. small variety

Big variety attracted more, but more people bought who tasted from the small variety, shoppers also
regret their choice more if they had more variety to choose from or they don’t make a choice at all

1. Reduce the number of items carried in the store. Trader’s Joe, less than regular
supermarkets, selects highest quality
2. Visually structure the assortment of products. Arrange products clearly and selectively. This
effect can be achieved by emphasizing only a few alternatives, so you get the attraction
because of many products but you highlight a few as recommendation. This results in more
sales.

There Are Different Ways to Present Your Merchandise

Merchandise presentations aim at providing a clearly understandable picture of the whole store.

E.g.: an apparel store will arrange products according to its brands, styles, or sizes.

• Present merchandise in an easily understandable way – logical order, e.g.: tops on the upper
half of wall, jeans on the lower half of the wall
• Facilitate the decision process by merchandise presentation – suggest additional items to
shoppers, e.g.: spices next to meat
• Locate products at an appropriate height – not too low, not too high
• Try to avoid gaps -refill, automatic refilling with drinks

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Props, Mannequins, and Displays: Use Them Effectively

Props attract customers even over a long distance; to clarify the function of the merchandise being
sold or to tell a story about that merchandise; not for sale; dressed mannequin, fake fruit, fake food ;
in restaurants etc.lfunction: attracting customers even over a long distance (from the streets or
inside the shop)
apply the following rules:

1. Use the appropriate amount of merchandise. Too many: people get lost. Too few: things are
sold out or shop is going out of business.
2. Display appropriate accessories near the prop. In the apparel industry, you can present
necklaces, bags, or tights next to a mannequin. In baker sugar with cookies etc.
3. Locate the displayed product near the prop. Near the product on display should be the
product itself in the desired size and the desired colour.
4. Change the props at regular intervals. Depends on the season and the change of the overall
store theme.
5. Display mannequins from a three-fourths perspective. You should turn the mannequins.

Mannequins are used in two different presentation methods: traditional arrangement and bundled
presentations:

The Traditional Presentation Method

Conventional presentation methods group products by their taxonomic category (different kind of
tables, coach tables, dining tables) or by status (luxury vs. everyday). In electronic stores TV’s can be
grouped by sizes or brands etc.

Using props: in supermarket in the wine division (boroshordó), fruits in basket but the prop shouldn’t
be too much

Colours + lighting effects can be used

Bundled presentation

(sold together, in a package etc): like furniture shops sell furniture, organised in small rooms

A lot of purchases are impulse purchases, so this can suggest other products at the same time which
goes together

context-related bundled presentation: reinforce the using context, inspire shopper’s fantasy about
using the product (like a mini tree next to a picnic – wine, cheese, apple, bread)

There are different ways to select the products to present in a bundled presentation:

• Usage context. Products often used together.

• Occasions. Products can be grouped according to their use for particular occasions. For
example, around Halloween candy+pumpkin.
• Fantasy theme. Products associated with a common theme can be presented together. For
instance, a stationer could present products for school children along with a fitting movie or
television theme like Star Wars, Lord of the Rings.

Shoppers in a store that employs bundled presentations evaluate the products considerably better
compared to shoppers in a store that only displays merchandise in a traditional way. In addition,
bundled presentations have even been shown to put shoppers in a better mood.

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Products for sale are usually away from this bundle presentation. But even just seeing the products
presented on their own shoppers still evaluate them better compared to when they didn’t even see a
bundle presentation.

Planograms

We advise using planograms to plan and communicate to the store personnel where and how
merchandise should be located.

A planogram is a schematic drawing of shelves or another type of store fixture that helps to make
optimal use of available shelf space in a retail store.

The complexity of a planogram can vary, ranging from an exact photograph of a shelf arranged
particularly for this purpose to a sketch or even a computer-based visualization.

Function of planograms:

• Facilitate product replenishment (makes refilling easier)

• Create a uniform picture for a branch chain
• Enable planning product allocation in advance

In addition, a planogram enables sales staff to keep a record of the number of items displayed in
conjunction with the store’s inventory systems. Planograms help avoid out-of-stock problems.

Using Magnets: Draw Attention to Products via Intensity, Contrast, and Position

The three characteristics that draw shoppers’ visual attention to a product or display are:

1. Contrast (intensity, colors, movement, isolation)

• Bright-pastel, dark-light
• Moving message signs, rotating product displays, flashing lights
• Isolation: only one product displayed (e.g.: iPhone)

2. Novelty (surprise)

Stimuli such as products, signs, or decorations that appear in unexpected ways or places increase
people’s attention because they cause a change in the customer’s level of activation. For example,
building a huge pyramid showing apparel merchandise will get the attention of customers, as it is an
unusual presentation method in a fashion store.

But don’t change everything at once, it is overwhelming.

3. Position (size, placement)-Position refers to a product’s or a display’s placement and size.

Placement: eye-level or areas that receive the most traffic

Size:the larger the better.e.g.: a large feature wall showing many similar products will receive
considerably more attention than displays with only one product.

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Tap into Shopper Emotions with In-Store Graphics

1.Archetypes and pictures leading to biologically programmed reactions will have an effect on the
largest number of shoppers as their effect is independent of individual experiences. Archetypes are
images that often appear in stories and myths: wise old man, hero, outlaw etc. Archetypes that can
be translated into pictures can also relate to nature (e.g., a remote, snow-covered summit) or even
stories. E.g.: rose – romantic, love.
An even stronger emotional reaction can be achieved by pictures that trigger biologically
programmed reactions, e.g.: a baby – warmth, comfort, cute. Or pet.

2.Pictures evoking culture-specific schemas have the second strongest effect. They trigger emotional
schemas in shoppers of the same cultural background. For example, to put American shoppers in a
vacation mood, pictures associated with the tropics (e.g., palm trees, beaches, the ocean) can be
displayed in a store.

3.Target group-specific pictures will primarily evoke emotions of a specific group of shoppers. An
example of such an image would be a picture of football players midplay, which will have an
emotional effect on football fans.

Emotional pictures will not only evoke specific emotions in the store but also act as eye-catchers and
attract shoppers. Sales increase + more visitors.

Workable Aesthetics: Beauty Is Not Just in the Eye of the Beholder: How to make your merchandise
presentation more attractive? What is beauty?

Unity: Convey a Harmonious Picture

In general, human beings perceive elements that visually belong together as beautiful. Therefore, a
visual merchandising strategy should follow corporate design guidelines. These guidelines include the
use of colours, props, or general presentation methods. E.g.: same sized products together.

Balance: Create a Harmonious State of Equilibrium

First type of balance: the shoppers have an expectation before they enter the store. E.g.: if an
exclusive jewellery store communicates an upscale image through an appealing shopping window–
design strategy, a customer will perceive the store as unbalanced if the visual merchandising strategy
inside the store does not convey that same upscale image.

Second type of balance: optical balance. The easiest way to create balance in a product display is
symmetry. Problems: needs to be enough space for all the products or the shop will look too rigid if
everything is symmetric.

There is another possibility to create a balanced product presentation: informal balance: That
balance can be achieved by locating different items on both sides of a vertical line, as long as these
items have nearly the same optical weight or size. It is attractive because the same amount of space
is allocated to both sides of the wall.

The number of products presented is an important aspect as well. Indeed, it makes a difference
whether each product category is represented by the same number of products. But it makes sense
to allocate more display space to products or brands with high profit margins. Problem: displaying a

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different number of each brand can sometimes irritate the eye and cause shoppers to lose
concentration and focus on the product.

Rhythm: It Leads the Shopper’s Eyes

Human beings recognize objects based on their experience. You can use this experience to create
rhythm. For example, when sorting merchandise by colour, you should start with the brightest colour
and get darker, finally ending with the darkest colour. Having the experience of a rainbow in mind,
people will try to see all colours of a picture, and consequently, all your merchandise will be noticed.

Another possibility for creating rhythm is by repetition. By locating the same display or the same
item several times in a specific order (perhaps alongside the loop), customers will not only walk along
these paths but also pay increased attention to these objects when they repeat.

In addition, rhythm can be created by using lines. Lines can clearly differentiate between sections of
a store, inform customers where to wait in the checkout line, or guide customers through the store.
By connecting two products with a line, the customer’s eyes will automatically follow this line.

Proportion: The Mathematical Underpinnings of Beauty

Principle of the golden section, which is also known as the golden mean, golden ratio, or divine
proportion. Each of these geometric constructions using this golden section divides a line segment at
a unique point where the ratio of the whole line (C) to the largest segment (B) is the same as the
ratio of the largest segment (B) to the small segment (A). In other words, applying the ratio, A is to B
as B is to C.

When a bouquet of flowers, a product display, an advertisement, a poster, or even a building has the
same correct proportions, they are perceived as more aesthetically pleasing.

These proportions can be used within specific departments of a store. For example, for in-store
graphics, we recommend using pictures in line with the golden section. Likewise, tables, shelves, or
other elements should match the given proportions of the golden section as well.

Distance: Product Displays Should Look Great from Every Angle

To achieve this effect, the whole store can be divided into different areas, and each area then
represents another function:

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-Ceiling zone. The ceiling zone is located over the shelves. All information placed in the ceiling zone
can be noticed from far away. Therefore, this zone can be used to help customers orient themselves
in the store.
-Overview zone. The overview zone can be viewed clearly from a maximum distance of 20 feet (6
meters). Merchandise identification should allow customers to see clearly the products they will find
in this zone (e.g.: in fashion store which type of women’s wear shoppers can expect, casual, business,
sportswear).
-Product presentation zone. Finally, products are presented in a product presentation zone.
Shoppers will not see what is actually presented in this zone unless they stand right in front of the
product shelf (different sizes, types). To make them visible, put them higher. The feature wall serves
as a backdrop for each department and represents the prime visual merchandise space. Colours,
lighting, in-store graphics, and different presentation methods should be used. This type of product
presentation is also called the “arena principle.”

Complex Versus Simple

That clarity of product arrangement will be enhanced by striving to follow a clear structure. For
example, if merchandise is arranged by colours, then this strategy should be used in the whole store
or department and not just for one display.

Keep visual merchandising presentations simple because simple visual information can be processed
more easily than complex information for shoppers. So they find them more attractive.

Chapter 5: Store Atmosphere (115-150) Communicating using the senses

Atmosphere influence how we feel

1. Make sure that shoppers are able to experience the intended store atmosphere: ensure that your
customers are able to perceive the atmospheric tools you employ
2.Show consideration for store employees: the atmosphere of a store influence not only the
shoppers but also the employees

A simple model can explain environmental influences: shopper’s behavior is influenced by the
environment.
There are two determinants of emotional responses: the shopper’s personality and the environment.
All environmental stimuli can be characterized according to their degree of novelty and complexity.:

The environment: every environmental variable can cause a specific behavior (feeling excited,
stimulated, activated)
-Novelty: refers to new stimuli in the store environment. First time you visit the store-impressive; 3-
4th time-boring
-Complexity: depends on several variables e.g. number of products offered, how different these
products are, the size of the store, the number of people in the store.

The Shopper’s personality: 2 types of shoppers

-Arousal seekers: appreciate exciting store environments, like to try new things, want an adventurous
shopping trip- intensive scent, loud music, bright colors
-Arousal avoiders: avoid exposure to too many external stimuli and appreciate calm, relaxing
shopping atmosphere

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Drivers of behavior: arousal, pleasure, and dominance

-Arousal and pleasure: arousal is the basis for all processes in the human organism. The level
depends on the individuals (seekers, avoiders). Too many stimuli can result in panic. STRATEGIES:
1. Use arousal including and reducing stimuli simultaneously
2. Create contrasting zones in a single store

For example, the store can use a clearly structured (arousal-reducing) but new store layout (arousal
inducing). Similarly, a store can use low lighting (arousal reducing) for products placed in an unusual,
surprising location (arousal inducing).

By creating an appropriately high arousal level as well as a high level of pleasure, customers will do
the following:
-spend more time in the store
-spend more money than originally planned
-have higher patronage intentions
-have a greater degree of satisfaction with their shopping

How to create a favorable store atmosphere: the use of music, scent, lighting and colors

Listen to the Music: music can be played loud and soft, fast and slow, be vocal or instrumental. The
use of music to induce a specific behavior in the customers:

Slow music keeps customers in a store: e.g. comparing a fast food restaurant to an exclusive
restaurant – loud and fast music/slow background music which creates a relaxing atmosphere.
Influencing customer to stay longer is the aim in a retail setting. The longer the better. Music style
have to be taken into consideration, but whenever possible- use slow music

Music influence price and quality perceptions: music positively influence the perception of
merchandise quality and service quality. Shoppers evaluate the products higher when they actually
like the background music.

Music style affects perceived time spent in the store: retailers try to hold customers longer in the
store. The type of music is the key to success. People spend more time in the store when they are
comfortable with the music.

Music leads to more interactions with sales staff: slow tempo and low arousing music can influence
the communication between the shopper and the assistants. E.g. a car dealership

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Music facilitates information recall: music induced emotional state, facilitate the memory retrieval
process music can be used to recall pleasant information to customers. E.g. Caribbean music in a
travel agency might let people recall memories of the last holiday, and put customers in a good
mood. In a fashion store- good music- memory of the last party.

Music can keep an unwanted audience away: keep a specific group away

How to bring music into the store:

1.turning on a radio station: little control over the music
2.Purchasing or renting specialize in store music CDs or MP3: full control over the music, songs
change frequently → no bored staff
3.Running your own in-store radio station: own commercials, present information, most suitable for
the store, improves the shopping experience, but can work only for large retail chains

The sweet smell of success: sense has the strongest influence on emotions

Use scents to differentiate your store from the competition: make the store unique , evoke strong
emotional response such as feeling of being more relaxed, peppy or nostalgic. They can also effect
shopping behavior.

Improve shopper mood with odors: the smell must fit the store. Магазин за бельо – еротична
миризма или свежа.

Attract customers with scents: several stores use odor to entice shoppers into their store. E.g.
specialty stores for soaps use intense fragrances to alert customers; Abercrombie and Fitch – scent
can be smelled from away.

Encourage shoppers to linger: people spend more time in a store if the smell is nice

Smell to sell: e.g. Las Vegas casino, spend more money in a scented environment.

Releasing scents in the air: release alone, or stand-alone devices

Putting your store in the right light: When entering the store out first impression is often influenced
by the available light. It is assumed that bright rooms will lead to a higher arousal level then dimly
light ones. Reactions:

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-A bright setting increases impulse purchases: lighting should be varied in a sensible way, as
insufficient lighting will hinder customers visually.
-Bright light increases honesty: when a room is brighter people tend to be more honest; helps in
reducing retail theft
-light has a positive effect on items being handled: impact on how attractive products appear

Use lighting to highlight merchandise. When planning the illumination of your store you can choose
between five various possibilities:
1. General lighting- refers to how the whole store is illuminated. Customers prefer natural daylight
over artificial
2.Linear lighting system – help the customers find their way
3.Directional lighting – direct a light beam to the fixture or use a point light system
4.Baffled light – products are illuminated indirectly with the use of additional material such as wood
or metal
5. Special lighting- e.g. jewelry stores, makes it shine and sparkle

Color up your store: can be used in 3 ways:

1. You can use colors to position the store and differentiate it from the competition.
2. Colors allow you to transfer certain associations to the store.
3. Colors can be used to influence the shoppers’ mood and behavior.

People react to colors with certain automatic biological responses, the effect of colors is twofold: it
influence both the shoppers’ pleasure and their arousal

1. Pleasure. This response deals with a consumer’s feeling of well-being. It is mainly based on
whether we like the color we see.
2. Arousal. Some colors enhance a consumer’s arousal level (e.g., red), while others have an adverse
effect (e.g., pink and blue).

Create peacefulness or excitement: blue-cool colors: cause peacefulness and relaxation, red-warm:
produce excitement. Bright colors are perceived as attractive

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Be careful when choosing the general color of the store

Increase Impulse purchase rates:

Put the customers in a relaxed spirit

Give your customers enough breathing space

-Enough space for well-attended store zones
-Wide aisles
-Clearly arranged store layout
-Slow-tempo music

Congruence: All stimuli must match

1.Atmospheric elements have to match the promoted products

2.Atmspheric elements have to be matched well with each other
3.Atmospherics have to match the overall store concept

Chapter 6: Experimental Store Design (151-180)

Make Shopping Memorable and Fun: In order to compete with online retailers, brick-and-mortar
stores have to focus on their key advantages and emphasize what they do best:
-Located close to customer,
-High level, personalized service,
-Connections with local community.

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Experimental store design is about creating unique, memorable experiences for customers –
managing consumer experience

Customer experience management: advertising, special events, packaging, customer service phone
attendants, the company website, service facility.

Sales staff – engaging

Creating shopping experiences for hedonic shoppers

A variety of emotional and cognitive stimuli to create a unique shopping experience.

Consumers don’t just shop around to acquire products, they want to have fun while shopping =
hedonic shopping. – Purchasing time increased

Types of hedonic shopping motives:

1.Adventure shopping : (Desire stimulation while shopping; Aesthetics, entertainment, escapist;

Seasonal fashion shows; Celebrity personal appearances; Live entertainment: magicians, origami
artists, psychic reader, caricaturists; Live music; Seasonal events; Escapists – world travelers, e.g.
Harry Potter theme park)

2. Social shopping: (Retailers need to create environment that facilitates social interaction

e.g. Starbucks; Shopping malls provide areas where people can meet before heading into a store;
Meeting point in stores; Playgrounds; Bookstores with café; People shopping with companions visit
more areas of the store and purchase more; Comfortable chair next to the fitting room – gender
specific reading material – guys more happy, women have more time to shop around)

3.Gratification shopping: (Shop to treat them with something special; To relieve stress – retail
therapy; Retailers can place chairs in stores, free makeup stations, product sampling, displaying only
a few product to increase exclusivity, locked-away products should be removed)

4. Idea shopping: (Occasions to learn about new products, services, fashions, technological trends.

Retailers should provide information about the product, however avg shoppers get confused about
too much information – laminated cards next to the product)

5.Role shopping: (Buying gifts for people they love; To appeal them the shoppers should: Seasonal
decoration with ideas, Sign of personal obligation, Specialized gift department Gift shoppers are
always happier)

6.Value shopping: (Bargain hunters, deal-prone consumers

To appeal value shoppers:

- Bargain basement
- Product displays

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 - Bazaar-like shopping environment
- The color scheme can signal there’s a deal to make

Pay attention not to hurt the quality perceived with cheap color combination)

Creating a memorable experience

1.Collect a variety of different ideas for creating a memorable experience. Unique customer
experiences:
-The merchandise or services sold
-Cultural trends
-The Company’s history
-The target audience

Starting points for the development of unique experiences:

Achievement –Humor Eroticism-Nostalgia

Affluence -Indulgence Exoticism – Prestige

Athleticism- Knowlegde Exuberance –Sociability

Celebrity - Meditation Fantasy –Success

Comfort - Nature Freedom –surpise

2.Eliminate unsuitable experiences. Ask the following questions:

o Does the experience relate to the values of the target group?

o Does the experience fit in with long-term trends rather than temporary fads?
o Does the experience carry any negative associations?
o Does the experience fit the company’s corporate identity?
o Can the experience be easily copied by the competition?
o How unique is the experience?
o Does the company have the resources and capabilities to implement the experience
well?

3.Develop and test your experience concept: Marketing mix developed. Concept verbally descripted,
drawing, three-dimensional models developed – tested y requesting feedback

4.Implement the chosen experience: when the concept is in place, should the implementation or the
design of the experience actually begin.

Staging a believable experience:When staging an experience for shoppers, believable performance is

also essential.

Script – the company’s overall strategy

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Actors – carefully selected, rehearse their roles, know the script, having the right staff

Stage – front stage: to create a believable show, sales floor; backstage: preparation, offices, break
rooms

Theming your store

Elements are telling a story in which visitor plays a part: environment (layout, color, architecture),
emotional and cognitive stimuli (sound, scent, light textures), the staff (makeup, customes), products
sold are part of the theme.

Artificial world is created.

Theming gives an institution, a place a precise meaning, that differentiates it from the competition

(Theme parks, hotels, restaurants, casinos, zoos, museums, aquariums, towns)

Shopping malls and individual stores could be themed too: Apple, Prada, Nike, Nokia.

Reason for theme failing:

-Theming can be a capital-intensive endeavor and may ultimately prove too costly
-The chosen theme may not appeal to the target group
-The frontline personnel may not be appropriately trained or motivated to fulfill their role in the
theme

„Imagineering“:

- Know your audience

- Wear your guest’s shoes
- Organize the flow of people and ideas – story-telling techniques
- Create a weenie – lead visitors from one area to another by creating visual magnets and
giving visitors reward for making the journey
- Communicate with visual literacy: color, shape, form, texture
- Avoid overload – resist the temptation to tell too much; don’t force people to swallow more
than they can digest
- Tell one story at one time
- Avoid contradiction – clear institutional identity is competitive advantage
- For every ounce of treatment, provide a ton of fun – give people plenty of opportunity to
enjoy themselves by emphasizing ways that let people participate in the experience and
making environment rich and appealing to all senses.
- Keep it up – never underestimate the cleanliness and routine maintanance; people expect
a good show; people comment on dirty stuff

Elements of successful theming:

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 1. Appropriate theme
2. Attention to detail
3. Authenticity
4. Attitude of the staff

Choosing an appropriate theme: Themes can reflect the physical world, religion, politics, history,
fashion, popular culture, arts, philosophical, psychological concept.

Attention to detail: table 6.2, page 177)

Attention must be given to the smallest details – otherwise the illusion created by the theme ll be
destroyed – leads to disappointment or even cynical reactions from the shopper.

Authenticity: If shoppers are familiar with the theme concept, authenticity is important.

The attitude of the staff: Customer-centered demeanor is a success factor. Staff needs to be selected,
trained, motivated:

1. Wearing appropriate customes

2. Using the right words and right accent
3. Having the knowledge

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