Berman_ch_18.pptx

Retail Image Elements

• Store's name, line of trade, claim to fame, price position, personality

• Atmosphere: physical characteristics projecting an image

• Visual merchandising to create a certain look and stimulate shopping behavior

• Elements of atmosphere: flooring, colors, lighting, scents, sounds, fixtures, etc.

Exterior Planning

• Storefront, marquee, entrances, display windows

• Building height, surrounding stores, parking facilities

• Alternatives in planning a basic storefront

Store Interior

• General interior elements like flooring, lighting, scents, sounds

• Aisle space, dressing facilities, technology, cleanliness

• Allocation of floor space and traffic patterns

Traffic Patterns

• Straight traffic pattern advantages and disadvantages

• Curving traffic pattern advantages and disadvantages

• Approaches for determining space needs

Point-of-Purchase Displays

• Assortment, theme-setting, ensemble, rack, case displays

• Online store considerations: advantages and disadvantages

• Making the shopping experience more pleasant

Community-Oriented Actions

• Making stores barrier-free for disabled shoppers

• Showing concern for the environment

• Supporting charities and anti-drug programs

• Employing area residents and running sales for specific groups

• Sponsoring youth activities and cooperating with neighborhood planning groups

• Donating to schools and checking IDs for age-re