RETAIL MARKETING Instructor : Dr. Mayo De Juan Vigara
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1 RETAIL MARKETING Instructor : Dr. Mayo De Juan Vigaray Power points: conceptual framework Mayo De Juan Vigaray Esta obra se publica bajo una Licencia Reconocimiento No Comercial Compartir Igual 3.0, Spain Creative Commons
2 PART 2 Mayo De Juan Vigaray
3 M.1. Communication methods M.2. Retail image M.3. Design of a store M.5. Customer service EXTERIOR General interior Store layout Interior displays
4 BEFORE ENTERING THE STORE Advertising Store Location Design Logo and Signs Word of Mouth Previous Visits Approach factors (cars in parking lot) Windows Factors Influencing store Image?
5 A mental map is an internal representation of an external geographical reality Consumers do not have exact mental maps in their heads but they use elements such as pathways and areas to find their way about and to form an idea of the location
6 Mayo De Juan Vigaray
7 Shops with special or distinguishing architectures are used as reference points in consumer s mental maps, both for traditional shopping streets and modern shopping centres
8 EXTERIOR: characteristics Total physical outside of the store itself Storefront Marquee Entrances Trees Fountains Benches Display windows Lighting Construction materials Uniqueness Surronding: stores &area Parking Congestion Height of Building Size of Building Visibilityibili
9 EXTERIOR A firm should not underestimate the significance of the storefront as a determinant of IMAGE Specially for new customers When passing through an unfamiliar business district or shopping center..
10 Storefront Marquee Entrances Display windows STOREFRONT Includes the marquee, entrances, windows, lighting and construction materials Via its storefront, a retailer can present a conservative, trendy, lavish (splendid), discount or other image to the consumer
11 Storefront Marquee Entrances Display windows Structures when planning STOREFRONT MODULAR: one-piece rectangle or square that may attach several stores PREFABRICATED: uses a store frame built in a factory and assembled at the store site PROTOTYPE: used by franchisors and chains. Consistent atmosphere is sought through uniform storefronts
12 Storefront Marquee Entrances Display windows Structures when planning STOREFRONT : the store is one of many at its locale then is recessed from the level of others. Customers have to walk in a number of feet. : distinctive building design garay ayo De Juan Vig Ma
13 Storefront Marquee Marquee Entrances Display windows Marquee is a sign used to display the STORE S NAME Painted Neon light Pi Printed?? STAND OUT AND should ATTRACT ATTENTION Alone With slogan
14 Storefront Marquee Entrances Entrances Display windows NUMBER OF ENTRANCES 1- Small stores 4-8- Department store 2 - vehicular & pedestrian traffic Careful with pilferage (security forces needed) TYPE OF ENTRANCE : revolving, electric, self-opening, regular, push-pull, climate-controlled* * curtain of warm or cold air, set at the same temperature as inside the store :: cement, tile, carpeting WALKWAYS : traditional, fluorescent, white colors, flashing, constant Wide vs. narrow Large windows vs insufficient space for comfortable entry Wilson, M. (2006) Door ins and outs Chain Store Age, vol. 82, issue, 10 p.108.
15 Mayo De Juan Vigaray
16 Storefront Marquee Entrances Display windows Characteristics REPRESENTATIVE MERCHANDISE: Create overall mood FASHION AND SEASONAL GOODS: Contemporary SALE ITEMS: Can lure price-conscious conscious little to do with merchandising: Pedestrians attention PUBLIC SERVICE MESSAGE: Concern for community Retailers hire specialists to set up displays properly: Number Size Shape Color Themes
17 Harmony Balance Proportion Rhythm Emphasis Feminity Balance Fixation Masculinity Effectiveness Vitality
18 Uniqueness Surronding: stores & area Congestion Parking Height of Building Size of Building Visibility UNIQUENESS Excellent visibility vs. shortcomings Shopping center Rectangular (greater floor space) vs. in the round Parking each floor: may minimize shopping on other floors Added entrances: pilferage
19 Uniqueness Surronding: stores & area CongestionParking Height of Building Size of Building Visibility Innovative-conservative High-low priced Personal-selfservice selfservice Demographics- lifestyles living near a store Plentiful-free-nearby vs. Scarce-costly- distant t
20 Uniqueness Surronding: stores & area Congestion & Parking Height of Building Size of Building Visibility garay ayo De Juan Vig Ma
21 Mayo De Juan Vigaray
22 Uniqueness Surronding: stores & area Congestion Parking Height &Size of Building Visibility Disguised: if part of a store (shopping center) is beneath ground level Consumers are not intimidated by large, impersonal structure NonDisguised: if entire store can be seen by pedestrians (ground level or higher)
23 Uniqueness Surronding: stores & area Congestion Parking Height of Building Size of Building Visibility Pedestrians and/or vehicular traffic should clearly see the storefront or marquee Many retailers near highways use billboards for visibility since drivers quickly pass by garay ayo De Juan Vig Ma
24 M.1. Communication methods M.2. Retail image M.3. Design of a store M.5. Customer service EXTERIOR. End General interior Store layout Interior displays
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