Image refers to how a retailer is perceived by customers and others
, positioning refers to firms devising itsstrategy so as to project an image relative to its retail category and its competitors.The retailer image is how the consumer interprets that message. It is how the shopper perceives the store in termsof the products available in store, the store itself and the experience he or she expects when shopping at the store.It affects:
The positioning of the store in the mind of the customer.
The customer’s choice of store.
How far a customer is willing to travel to the store
How often a customer will travel to the store
Customer loyalty- the extent to which a customer uses the store.The image consists of two major elements:
of the merchandise such as their quality and availability.
psychological effect of the store’s physical characteristics
. These include:The
of the storeThe
design of the store, comprising internal layout of the store, the methods of display,and atmospherics such as lighting, sound , smell and colors.
SELLING SPACE AND STORAGE
Retailers have to make efficient use of space, measured according to area, i.e. square meters or square feet used.Floor space is used for access and services such as lifts, entrances, heating and ventilating plant.The retailer has to divide the effective space into selling areas and non-selling areas.Selling areas- those areas where merchandise is displayed and customers can buy. Non-selling areas- include stockrooms, toilets, rest rooms, administrative offices and storage. (Support sellingoperation)The retailer needs to balance the cost of non-selling space against the cost of alternative provision for storage or offices.Most retailers have to provide on-site storage for some stock.
Direct selling storage
Stock roomsWe can divide store into two aspects:
THE EXTERNAL STORE: STRUCTURE AS A PART OF IMAGE
The external store comprises the exterior of a store and its surrounding area. It has following aspects
The external environment
The external architecture of the buildingPhysical dimensions
Car parking, lighting, other external building
Entrances to the store
Marquee or logo. Other signs and signals.