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)