Berman_ch_18.pptx

Retail Image

The perception and impression a retail store creates in the minds of customers through its atmosphere, layout, displays, and overall branding.

Atmosphere

The psychological feeling and ambiance a customer experiences when visiting a retailer, influenced by physical characteristics like lighting, scents, sounds, and store layout.

Visual Merchandising

A proactive approach to creating a visually appealing store atmosphere, displaying products effectively, and stimulating shopping behavior.

Exterior Planning

The design elements of a store's exterior including storefront, marquee, entrances, display windows, building height, surrounding area, and parking facilities.

Store Entrances

Considerations such as the number of entrances needed, the type of entrance, and the design of walkways to enhance the customer experience.

General Interior

Elements within a store like flooring, colors, lighting, scents, sounds, fixtures, temperature, aisle space, dressing facilities, personnel, merchandise, displays, technology, and cleanliness.

Allocation of Floor Space

The distribution of space within a retail store for selling, merchandise, personnel, and customer areas to optimize the shopping experience.

Product Grouping Types

Different ways products can be grouped in a store including functional, purchase motivation, market segment, and storability groupings.

Traffic Patterns

Different layouts like straight (gridiron) and curving (free-flowing) traffic patterns that affect the flow of customers in a store.

Interior Displays

Various types of displays within a store including assortment, theme-setting, ensemble, rack, case, cut case, and dump bin displays.

Online Store Considerations

Advantages and disadvantages of online stores including unlimited space for displays, customization, frequent modifications, cross-merchandising, and impulse purchasing.