RETAIL ATMOSPHERICS

RITA PRUSTY
IBCS
 Retail Atmospherics is the physical
characteristics and surrounding influence of a
retail store that is used to create an image in
order to attract customers.
 Kotler (1973) defines store atmospherics as:
‘……the conscious designing of space to create
certain effects in buyers. More specifically
atmospherics is the effort to design buying
environments to produce specific emotional
effects in the buyer that enhance his purchase
probability’
Role of Store Design in Retail
Environment
 Store design is an extension of
integrated retail communications
 It is a powerful communication
weapon
 It communicates store image (store
image versus customer self-concept)
 Provides dual role of attracting
customers, and inducing customer’s
purchase decision.
Nature of store Design
 Design for visual appearance (see it)
 Design for a feel of environment (smell it)
 Design for self-concept, store perception
and reputation (status, and esteem)
 Design for merchandise touch (physical
appearance)
 Design for image and reputation of a store.
 Design for controversy (making people talk
about it)
Elements of retail atmospherics
Exterior Atmospherics Interior Atmospherics
Storefront Flooring Wall
Marquee Dead area Trial room
Entrances Lighting Aisles
Display windows Personnel
Size of building Odour Temperature
Visibility Cleanliness Fixtures
Adjoining Stores
Parking
Accessibility
Elements of retail
store atmospherics

Store Layout
Floor space allocation for selling, Visual Merchandising
merchandise display,
and customer Assortment
Traffic Flow Theme
Department location Ensemble
Space/merchandise category Racks and shelves
Signage Payment Counters
Race track layout

Entry I

Entry 2
Boutique layout
Free form layout
Grid layout
Main dimensions atmosphere
 Visual (sight)
 colour
 brightness
 size
 shapes
 Aural (sound)
 volume
 Pitch
 Olfactory (smell)
 scent
 freshness
 Tactile (touch)
 softness
 smoothness
 temperature
Effects of colours in a retail store
Colour Psychological Temperature Distance effect
effect effect
Violet Aggressive & Cold Very close
Blue tiring Cold Further away
Brown Restful Neutral Claustrophobic
Green Exciting Cold-neutral Further away
Yellow Very restful Very warm Close
Orange Exciting Very warm Very close
Red Exciting Warm Close
Very
stimulating
Display Techniques
 Open displays
 create involvement
 opportunity to touch/feel
 Theme displays
 local/national festivals
 Life-style displays
 includes pictures & other ‘display props’
 Names or concessions
 Collections of products linked to a brand
 Co-ordinated displays
 displaying items together
 Category dominance displays
 display range & width using every size, colour etc.
 Power aisles
 Large quantity of a few items displayed
Display Techniques
 Window displays
 major attraction
 announce sales
 announce prices
 Dump bins
 POS
 TV screens advertorial
 In front of checkouts
 Entrance
Impulse Shopping
 A major element of retail design is to maximise the
extent of impulse/ unplanned purchase
 Factors which may contribute to:
 low price - marginal needs for item
 mass distribution - self-service
 mass advertising - prominent store display
 short product life cycle - ease of storage
 small size/light weight (less space)
 Have to get them in (such as everyday items)
Space Management
 Need products in remote environment
 Want products in eye catching shelf-
space
 Fast moving goods and brand leaders
displayed at the bottom shelves
 Some speciality products may require
special shelf-space to attract
attention.
Summary
 The store influences the shopper at several different
levels including: design, atmosphere, layout,
displays, and space allocation
 The retailer must choose the right blend to influence
buyer behaviour
 Retail design has become a prominent element of
retailing
 More attention being given to atmospherics
 Seen as the internal advertising & promotional
element
 Space optimisation needs to be balanced with
environmental considerations