Establishing and Maintaining a

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Chapter 18

• Establishing and Maintaining a
• Retail Image

RETAIL MANAGEMENT A STRATEGIC APPROACH, 10th
Edition
BERMAN EVANS
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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

• Proactive, integrated atmospherics approach to
  create a certain look, properly display products,
  stimulate shopping behavior, and enhance physical
  behavior

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Figure 18-5 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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Store Layout for Cost, for Image, or for
Convenience ?

• Wal-Mart?
• JC Penney?

• Building 19?

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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 How a Store Entrance Can Generate
Shopper Interest
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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

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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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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

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Figure 18-11 Piggly Wigglys 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

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

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Racetrack Layout

• Who uses it?
• Whats good about it?
• Draws customers around the store.
• A.K.A.--loop.
• Time spent in store
• Show BEST Product racetrack design

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Free-Form Design

• Fixtures and aisles arranged asymmetrically
• Used in small specialty stores and departments
  within large stores.
• Pleasant ambiance doesnt come cheap.

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Approaches for Determining Space Needs

• Model Stock Approach
• Determines floor space necessary to carry and
  display a proper merchandise assortment
• See Blish-Mize
• RMS Assortments

• Sales-Productivity Ratio
• Assigns floor space on the basis of sales or
  profit per foot

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RETAIL MERCHANDISING SYSTEM
Maximizing Profitability Through Effective Space
Management
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• Creates a CATEGORY MANAGEMENT PLAN to
  specifically address
• Your market
• Your competition
• Your store
• Your customer

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• OFFERS A MENU OF MARKETING STRATEGIES BY CATEGORY