CHAPTER 18:

ESTABLISHING
AND
MAINTAINING A
RETAIL IMAGE
 Chapter Objectives
To show the importance of communicating with
customers and to 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
retailers image

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Figure 18-1a:
Positioning
and the
Polaris
Fashion Mall

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 Figure 18-2: Elements of a Retail Image

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 In Seconds
A shopper should be able to
determine a stores
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 stores
physical characteristics that project an image
and draw customers
Nonstore retailer: Atmosphere refers to the
physical characteristics of catalogs, vending
machines, Web sites, etc.

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 Visual Merchandising

A proactive, integrated
atmospherics approach aimed
to create a certain look,
properly display products,
stimulate shopping behavior,
and enhance physical
behavior

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 Figure 18-3: Costco

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Figure 18-5: The Elements of Atmosphere

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

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

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

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 Figure 18-7: Apple Store

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 General Interior
Flooring In-store transportation
Colors (elevator, escalator, stairs)
Lighting Dead areas
Scents Personnel
Sounds Merchandise
Store fixtures Price levels
Wall textures
Displays
Temperature
Aisle space
Technology
Dressing facilities
Store cleanliness

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 Figure 18-8: Kiev Store Interior

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 Store Layout: Allocation of Floor Space
Selling space
Merchandise space
Personnel space
Customer space

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

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Figure 18-10:
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
An efficient atmosphere is created
More floor space is devoted to
product displays Disadvantages
People can shop quickly Impersonal
Inventory control and security are atmosphere
simplified More limited
Self-service is easy, thereby browsing by
reducing labor costs customers
Rushed
shopping
behavior
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 Figure 18-11: Web Site Design

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 Curving Traffic Pattern
Advantages
A friendly atmosphere Disadvantages
Shoppers do not feel Possible customer
rushed confusion
People are encouraged to Wasted floor space
walk through in any Difficulties in
direction inventory control
Impulse or unplanned Higher labor intensity
purchases are increased Potential loitering
Displays may cost
more
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 Approaches for Determining Space Needs
Model Stock Sales-
Approach Productivity Ratio
Determines floor Assigns floor
space necessary space on the
to carry and basis of sales
display a proper or profit per
merchandise foot
assortment

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

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 Figure 18-12: Neiman Fashion Show

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 Online Store Considerations
Advantages
Unlimited space to present Disadvantages
assortments, displays, and Can be slow for
information dialup shoppers
Can be customized to the Can be too complex
individual customer Cannot adequately
Can be modified frequently display three-
Can promote cross- dimensional aspects
merchandising and impulse of products
purchasing Requires constant
updating
Enables a consumer to shop in
More likely to be
quickly
exited without
purchase
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 Figure 18-13: Shopping Cart

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 Community-Oriented Actions
Make stores barrier-free for disabled shoppers
Show a concern for the environment
Support 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

2013 Pearson Education Publishing as Prentice Hall 18-28

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