Outline-Chapter 18 (12th)
Establishing and Maintaining a Retail Image

To be successful a retailer needs a superior communication strategy to position itself in the customer’s mind-i.e.-establish and maintain an image.

Image--how the retailer is defined in the customer’s mind based on both functional and psychological attributes (how the retailer is perceived by the customer).

Positioning--the strategy to project an image relative to a store’s retailing category and its competition.

Note: Many components go into the creation of a retail image such as: • store location • layout and design • physical facilities • operations (store hours, etc.) • merchandising • pricing • customer service • community service • promotional methods

Note: “3-second rule”- - shopper should be able to determine the store’s name, line of business, price points, and personality quickly. (Similar for on-line)

Components of a Store’s Image

I. Atmosphere-the store’s physical characteristics that are sued to draw customer.

A. Exterior--all the factors external to the store--controllable and non-controllable.

Common components:

1. Storefront--the total visible exterior of the store. May include top, sides, even rear of building.

Note: Prototype store--the use of basically uniform storefronts by chains and franchises.

2. Marquee--the sign used to display the store’s name.

3. Window displays

4. Walkways, driveways

5. Parking facilities

6. Surrounding environment

B. Interior (layout)--all the factors inside the store that influence image.

1. Allocation of floor space (zones)--four typical zones w/in a store:

a. selling