《零售业概述》（英文版） Chapter 18 EIements of Retai

Chapter 18

Chapter 18

Objectives To Show Examine The Concept Of Retail Image To Describe How A Retail Store Image Is Related To Describe Ways of Encouraging Customers To Spend More Time Shopping To Consider Impact of Community Relations

• To Show Examine The Concept Of Retail Image • To Describe How A Retail Store Image Is Related • To Describe Ways of Encouraging Customers To Spend More Time Shopping • To Consider Impact of Community Relations

Elements of a Retail Image Target Attributes of Market Physical Facilities Firms Positioning Shopping Experiences Customer Service Overall community Retail Service Image Promotional tools Store Location Advertising Public relations Merchandise Personal selling Attributes Sales Promotion rIcing

Overall Retail Image Customer Service Store Location Merchandise Attributes Pricing Attributes of Physical Facilities Target Market Firm’s Positioning Promotional Tools • Advertising • Public Relations • Personal Selling • Sales Promotion Shopping Experiences Community Service

Atmosphere Atmospherics Visual Merchandising

• Atmospherics • Visual Merchandising

Elements of Atmosphere Exterior General Interior Store Layout Interior Displays (point-of-purchase)

General Interior Exterior Store Layout Interior Displays (point-of-purchase)

Elements of Atmosphere Storefront Marquee · Entrances Display windows Height of Building Exterior Size of Building Visibility uniqueness Surrounding Stores Surrounding Area Parking Congestion

Exterior • Storefront • Marquee • Entrances • Display Windows • Height of Building • Size of Building • Visibility • Uniqueness • Surrounding Stores • Surrounding Area • Parking Congestion

Storefront alternatives · Modular structure Prefabricated structure Prototype Store · Recessed Storefront Unique Building Design

• Modular Structure • Prefabricated Structure • Prototype Store • Recessed Storefront • Unique Building Design

Elements of Atmosphere oring Colors ighting Scents, sounds Fixtures Wall Textures Temperature General Interior · Width of ais|es Dressing Facilities Vertical transportation · Dead areas · Personnel Self-Service · Merchandise Prices (Levels and Displays) Cash Register Placement Technology/Modernization Cleanliness

General Interior • Flooring • Colors • Lighting • Scents, sounds • Fixtures • Wall Textures • Temperature • Width of Aisles • Dressing Facilities • Vertical Transportation • Dead Areas • Personnel • Self-Service • Merchandise • Prices (Levels and Displays) • Cash Register Placement • Technology/Modernization • Cleanliness

Elements of Atmosphere Allocation of floor space Product Groupings tore layout Traffic Flow Space/Merchandise Category Department Locations Arrangements w/in Departments

Store Layout • Allocation of Floor Space • Product Groupings • Traffic Flow • Space/Merchandise Category • Department Locations • Arrangements w/in Departments

Floor Space Allocation Selling Space Merchandise Space Personnel Space Customer Space

• Selling Space • Merchandise Space • Personnel Space • Customer Space