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"You never get a second chance to make a first impression."
What is an “Image” for a retailer?
• Image is the overall look of a store and the series of mental pictures and feelings it evokes within the beholder. For the retailer, developing a powerful image provides the opportunity to embody a single message, stand out from the competition and be remembered.
Importance of the Retail Image: . its competitors.• Each retailer must have a strategy or plan to project the image with regard to its category. consistent image and continuously communicate the same. and which makes customers respond to the image. but also makes a positive impression within those precious few seconds. • Studies indicate that a retailer has roughly seven seconds to capture the attention of a passing customer. In that time the retailer needs to present a distinctive image that not only reaches out and grabs the customer's attention. Hence the firm must have a clear.
Components of retail Image Characteristics of Target market Price Levels Atmospherics Customer Service Retail Image Retail Marketing: -Advertising -Public relations -Personal Selling -Promotions Store location & Geographic coverage Merchandise assortment & quality .
g. Characteristics of the target market: The retailer may use following techniques for selecting the target market: 1. (aiming at two or more distinct customer groups) department stores . upscale men’s shoe store 3.1. supermarkets or drug stores 2.Differentiated marketing.Mass marketing (selling to a broad spectrum) e.Concentrated marketing (concentrating on one specific group e.g.
2. • Eg. store amenities such as rest rooms. amount o f time spent on checkout etc . credit acceptance.store hours. delivery policies. caliber of salespeople. Customer Service: • The tangible and tangible activities undertaken by the retailer in conjunction with its merchandise and services that it sells is the service. toilets and drinking water. parking access.
type of neighborhood. – What general locations to go to? – What specific sites to be chosen? • This depends on competitor’s locations’ transportation access.3. local or international player will also contribute to its image . population density. and nearness to suppliers. Whether the retailer is a national. Store location and geographic coverage • A retailer has several store location decisions to make that will determine the perception of the retailer in the minds of the public.
Merchandise assortment. . depth of assortment (the variety of products in a given category). The width of the assortment (number of different product categories carried). how fashion-forward or basic will the merchandise be etc. innovativeness of the merchandise range.4. fashionability and quality • The retailer decides about the quality of goods he wants to sell.
what range of prices to set etc. .5. Price levels • The retailer will need to chose from amongst several pricing techniques. such as leading/following pricing. costplus or demand oriented pricing.
6. Physical facilities and atmosphere/Atmospherics: • This refers to the stores’ physical characteristics that are used to develop an image and draw customers – Exterior – General Interiors – Store layout – Interior displays (point of purchase displays) .
Store Exteriors • • • • • • • • • Storefront Marquee or store sign: Entrances: Display Windows Visibility: Uniqueness Surrounding stores Surrounding area Parking .
• Flooring • Colours and lighting • • • • • • • • • • General Interiors Fixtures: Wall textures: Temperature: Width of aisles: Vertical transportation Personnel Merchandise Prices (levels and displays) Cash register placement Technology and modernization .
Store layout Each store has a total store square footage that needs to be allocated to selling. merchandise. personnel and customers -Selling space -Merchandise space -Personnel space -Customer space • • • • .
Store layout • Product grouping • Traffic flow – Straight flow pattern – Curved flow pattern • Department locations • Arrangements within departments .
signs and cards .Interior displays (point of purchase displays) Many shopping decisions are made at the point of purchase and hence the communication from the retailer to the customer is crucial at this point • Assortment • Theme setting • Ensemble displays • Posters.
Retail Marketing • Retail marketing is any communication by a retailer that informs.7. persuades or reminds the market about any aspect of the company/store. .
7.Sales promotion . – Mass advertising . Retail Marketing • The following are the four elements of the Retail promotional Mix.Public relations .Type of personal selling .
short periods of time. Advertising is different from publicity. the Web. The advertising media can include newspapers. magazines. . as it is paid for. a) Advertising • Advertising is paid. radio. and based outside the store. • Retail advertising stress immediacy. hoardings.7. often ads are run for specific. TV. whereas no payment is made by the retailer for publicity. communication transmitted through mass media.
Objectives of retail Advertising • • • • Increase short-term sales Increase customer traffic Develop or reinforce the retail image Inform customers about goods and service or company attributes • Help the sales personnel in their jobs • Develop a demand for private labels .
Publicity is any message transmitted through the media. b) Public relations • This indicates any communication that nurtures a favourable image for the retailer among the public (customers. investors. which is not paid for or controlled by the retailer . government.7. employees etc). It may be paid or unpaid.
Objectives of Public relations • Increase awareness of the retailer and its offerings • Maintain and improve a company image • Show the retailer as a contributor to the public’s quality of life • Demonstrate innovativeness • Present a favourable message in a highly believable manner • Minimize total promotion costs. .
the level of selfservice etc .7. the types of products sold. The level of personal selling utilized by the retailer depends on the image it wants to convey. c) Personal Selling • This involves oral communication with prospective customer for the purpose of making sales.
Objectives of Personal Selling • Persuade customers to buy • Stimulate sales of impulse items • Feedback information to company decision makers • Provide adequate levels of customer service • Improve and maintain customer satisfaction • Create awareness of specific products .
contests. demonstrations. coupons.7. Included here are displays. prizes. frequent shoppers programmes. public relations and personal selling. referral gifts etc .d) Sales Promotion • Sales promotions is made up of all the paid communication activities apart from advertising. that will stimulate the customer to buy. samples.
Objectives of Sales Promotion • • • • Increase short-term sales volume Maintain customer loyalty Emphasize novelty Complementing other promotion tools such as advertising .
except that participants fill out forms and winners are picked out a random. no skill is involved.Examples of Promotional tools • Point –of-purchase promotion : Window. . floor and counter displays to remind a customer and stimulate impulse purchases. crossword. • Contests :Customers compete for prizes by completing a contest (game) such as slogan. Winning is partially based on a correct answer • Sweepstakes: This is similar to a contest.
discounts or other rewards based on the rupee amounts they have shopped. The points are accumulated to acquire merchandise/services. by presenting coupons to the retailer • Frequent Shoppers programmes: Customers are given points. • Prizes: Is also a method of rewarding customers for purchases.Examples of Promotional tools • Coupons: Retailers advertise special discounts for customers who redeem advertised coupons. except that the retailer gives prizes immediately .
pens. Free tastes or smells of items are given to customers • Demonstrations: Products are shown cleaning floors. etc. cultural events. mixing foods etc. calendars. autograph session with authors. shopping bags etc: Items that contain the retailer name and logo are given to customers • Special events: Events may include fashion shows. Services may also be demonstrated • Referral gifts :Presents or gifts are given to current customer when they bring in new customers • Matchboxes. Art exhibits. .Examples of Promotional tools • Samples.
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