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shai's -Retail management-Unit 5

shai's -Retail management-Unit 5

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Published by Shahid kv

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Published by: Shahid kv on Jul 28, 2009
Copyright:Attribution Non-commercial

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05/11/2014

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MODULE-5RETAILER IMAGE
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:
The
physical characteristics
of the merchandise such as their quality and availability.
The
psychological effect of the store’s physical characteristics
. These include:The
exterior
of the storeThe
interior
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:
External Store
Internal Store
 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
External features
Car parking, lighting, other external building
Entrances to the store
Signage
Marquee or logo. Other signs and signals.
 
REQUIREMENTS OF EXTERNAL STORE
The external store is the first part of the store that the customer sees and has a significant impact on customer’simage of the retailer 
Visibility
The store retains its physical visibility through a location that conforms to the mind set of theappropriate group of people.
Visibility can be increased by
Using features to make the store stand out
Giving the store a distinct identity by use of materials, texture and color.
Having a fascia that is distinctive and appealing.
Suitability
The store should adjust its external fabric, shop front and signage according to:Its situation within a shopping centre, retail park, high street or local shopping paradeThe images presented by surrounding stores, such as modern or traditional: high or low price.The general perception of local shopping area.
Accessibility
Allows customers to get to the store and evaluate the merchandise.ParkingCongestionEntrances
Welcoming
The external architecture can be inviting or intimidating. Retailers can design or refurbish their exterior tomake them more inviting.Use various forms of exterior decoration.Use materials and colors suitable to the age group that they hope to attract.Widen entrances and walkwaysSecurity
Internal Store
Comprises the interior of the store that the customer sees once he or she has entered the store. It consist of:
Envelope
Internal layout
Methods of display
Signage
Visual merchandising
Managing the Consumer
The purpose of internal store is to manage the consumer buying process within the secure environment of the store.
Welcoming
Visibility
Accessibility
Suitability
security
The Envelope
The envelope is the internal structure of the store and provides the environment within which shoppingtakes place.
Flooring and ceiling are part of the store envelope and have an integral role in conveying the image of thestore.
Components of a Retail Image
Target Market -Firms Positioning 
 
-Customer Service -Store Location-Merchandise Attributes -Pricing 
FACTORS AFFECTING RETAIL IMAGEATMOSPHERE
A retailer’s image heavily depends on its atmosphere, the psychological feeling a customer gets whenvisiting the retailer. It is the personality of the store, catalog, vending machine, or website.-It may influence peoples shopping enjoyment.
KEY ELEMENTS IN STORE ATMOSPHERE
Exterior General interior Store LayoutDisplays
EXTERIOR 
-A store front is the total physical exterior of the store.It Includes-
Marquee-Entrances-Windows-Lighting -Construction Material 
Marquee-
It is a sign board that displays the stores name.
Entrance-
It requires three major decisions1. The number of entrances.2. The type of entrance.3. Walkways.
Windows
Lot of planning is required to develop good display windows.-Number -Size-Shape-Color -Theme
OverallRetailImage
Attributes of Physicalfacilities
ShoppingExperienceCommunityService
Promotion Tools
-Advertising-Public Relations-Personal Selling-Sales PromotionTargetMarketFirm’spositioningCustomerServiceStoreLocationMerchandiseAttributes
Pricing

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