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1、Establishing and Maintaining a Retail ImageRETAIL MANAGEMENT: A STRATEGIC APPROACH 11th Edition11th EditionBERMAN EVANS1Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice HallChapter ObjectivesTo show the importance of communicating with customers and to examine the concept of r
2、etail image To describe how a retail store image is related to the atmosphere it creates via its exterior, general interior, layout, and displays; and to look at the special case of non-store atmospherics To discuss ways of encouraging customers to spend more time shopping To consider the impact of
3、community relations on a retailers image2Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice HallFigure 18-1a: Positioning and the Polaris Fashion Mall3Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice HallFigure 18-1b: Positioning and Hard Rock Cafe4Retail
4、Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice HallFigure 18-1c: Positioning and McDonalds5Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice HallFigure 18-2: Elements of a Retail Image6Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice Hal
5、lIn SecondsIn SecondsA shopper should be able to determine a storesNameLine of tradeClaim to famePrice positionPersonality7Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice HallAtmosphereThe psychological feeling a customer gets when visiting a retailerStore retailerStore retai
6、ler: Atmosphere refers to stores physical characteristics that project an image and draw customersNonstore retailerNonstore retailer: Atmosphere refers to the physical characteristics of catalogs, vending machines, Web sites, etc.8Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prenti
7、ce HallVisual MerchandisingA proactive, integrated atmospherics A proactive, integrated atmospherics approach aimed to create a certain approach aimed to create a certain look, properly display products, look, properly display products, stimulate shopping behavior, and stimulate shopping behavior, a
8、nd enhance physical behaviorenhance physical behavior9Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice HallFigure 18-3: Shopping at Prada10Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice HallFigure 18-5: The Elements of Atmosphere11Retail Mgt. 11e (c) 2
9、010 Pearson Education, Inc. publishing as Prentice HallExterior PlanningStorefront Marquee Store entrances Display windows Exterior building height Surrounding stores and area Parking facilities12Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice HallAlternatives in Planning a B
10、asic StorefrontAlternatives in Planning a Basic StorefrontModular structure Prefabricated structure Prototype store Recessed storefront Unique building design13Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice HallStore EntrancesStore EntrancesHow many entrances are needed? Wha
11、t type of entrance is best? How should the walkway be designed?14Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice HallFigure 18-7: The Name Says It All15Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice HallGeneral InteriorFlooringColorsLightingScentsSoun
12、dsStore fixturesWall texturesTemperatureAisle spaceDressing facilitiesIn-store transportation (elevator, escalator, stairs)Dead areasPersonnelMerchandisePrice levelsDisplaysTechnologyStore cleanliness16Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice HallFigure 18-8: Eye-Catch
13、ing Displays from M&M World17Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice HallStore Layout: Allocation of Floor SpaceSelling space Merchandise space Personnel space Customer space18Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice HallFigure 18-9: How
14、 a Supermarket Uses a Straight (Gridiron) Traffic Pattern19Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice HallFigure 18-10: How a Department Store Uses a Curving (Free-Flowing) Traffic Pattern20Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice HallProdu
15、ct Grouping TypesProduct Grouping TypesFunctional product groupings Purchase motivation product groupings Market segment product groupings Storability product groupings21Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice HallStraight Traffic PatternStraight Traffic PatternAdvant
16、agesAdvantages An efficient atmosphere is createdMore floor space is devoted to product displaysPeople can shop quicklyInventory control and security are simplifiedSelf-service is easy, thereby reducing labor costsDisadvantagesDisadvantages Impersonal atmosphereMore limited browsing by customersRushed shopping behavior22Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as
