BUILDING RETAIL STORE IMAGE

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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

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Positioning and Retail Image

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Positioning and Retail Image

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Elements of a Retail Image

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In Seconds…

A shopper should be able to determine a store’s* 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

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.

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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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Shopping at Prada

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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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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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Eye-Catching Displays from M&M World

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Allocation of Floor Space

Selling space Merchandise space Personnel space Customer space

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How a Supermarket Uses a Straight (Gridiron) Traffic Pattern

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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

AdvantagesAdvantages 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

DisadvantagesDisadvantages Impersonal

atmosphere More limited browsing

by customers Rushed shopping

behavior

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Piggly Wiggly’s Open Traffic Design

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Curving Traffic Pattern

AdvantagesAdvantages A friendly atmosphere Shoppers do not feel

rushed People are

encouraged to walk through in any direction

Impulse or unplanned purchases are enhanced

DisadvantagesDisadvantages Possible customer

confusion Wasted floor space Difficulties in

inventory control Higher labor intensity Potential loitering Displays may cost

more

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Approaches for Determining Space Needs

Model Stock Model Stock ApproachApproach* Determines floor

space necessary to carry and display a proper merchandise assortment

Sales-Productivity Sales-Productivity RatioRatio* Assigns floor

space on the basis of sales or profit per foot

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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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L.L. Bean’s Online Storefront

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Online Store Considerations

AdvantagesAdvantages Unlimited space to present

assortments, displays, and information

Can be customized to the individual customer

Can be modified frequently Can promote cross-

merchandising and impulse purchasing

Enables a consumer to quickly enter and exit an online store

DisadvantagesDisadvantages Can be slow for dialup

shoppers Can be too complex Cannot display three-

dimensional aspects of products well

Requires constant updating

More likely to be exited without purchase

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Making the Shopping Experience More Pleasant

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The Shopping Cart’s Role in an Enhanced

Shopping Experience

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Community-Oriented Actions

Make stores barrier-free for disabled shoppers Show a concern for the environment by recycling

trash and cleaning streets 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

Retail Store Design“Creating a Powerful Store Image”

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You never get a second chance to make a first

impression… A store’s appearance

holds the most sway in enticing customers through the doors.

People tend to sum up their initial store encounter in visual terms.

Apple Store in NYC has a uniquedesign that draws customers inside.

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10 ways to turn off customers-First Impressions-

Dirty bathrooms Messy dressing rooms Loud music Handwritten signs Stained floors or ceiling

tiles Poor lighting Offensive odors Crowded aisles Disorganized checkout

counters Lack of shopping

carts/baskets

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“The Image-Makers”

1. An Identifiable Store Name

2. A Powerful Visual Trademark

3. An Unmistakable Store Front

4. An Inviting Entrance

5. A Consistent and Compelling Store Look and Hook

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1. Identifiable Store Names

Sets the tone of the store Distinguishes a store in the

customer’s mind Store name should be

easy to say and remember

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2. Powerful Visual Trademarks

Provides a visual image to accompany a store name

Combine words, pictures, colors, shapes, and styles to make it stand out

Store should be identifiable even without seeing store name

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3. Unmistakable Storefront Traffic-Stoppers

Provide instant recognition and recall

Must project a welcoming, clear, and concise image of what’s inside

Use thoughtful combo of exterior architecture, signage, and window displays

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4. Store Entrance

Mall retailers easily lure costumers in with wide open entrances from the main mall

Visual clutter near store entrance may turn off customers

Street retailers need an unobstructed and welcoming doorway to attract nearby motorists

Mall Entrance

Street Entrance

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5. Store Look and Hook

Visual Look An inviting entrance is crucial for a positive first impression Inside store should be organized and consistent to limit

confusion

Visual Hook Diverts customer’s attention with a “Stop! There’s something

here for you!” Should combine all visual merchandising components Many store retailers are using sensory appeal for the total

package

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