Deck 18: Establishing and Maintaining a Retail Image

Question 1

Why is it sometimes difficult for a retailer to convey its image to consumers Give an example of a restaurant with a fuzzy image.

Answer 1

Retail image:
Retail image is the image created by the retailer in relation to the positioning of product, process, retail category, and their competitors. The image should be able to extract positive consumer reaction with distinctive and consistent representation.
Retail image creation and maintenance is more complex, multi-faceted, and an on-going process. It composes criteria more than an atmospherically appearance.
Example :
A fuzzy restaurant :
X is a fuzzy restaurant that has no proper ventilation, seating arrangements, suppliers, and mannerism to be followed.

Question 2

How could a store selling new computers project a value-based retail image How could a store selling used computers project such an image

Answer 2

Value-based retail image:
A value-based retail image is an image created based on the value that a product will provide to the consumer. It includes product selection, purchase, delivery, and also after-sale services.
A store selling "new computer" projects a value-based retail image through the advanced features, capabilities, design, and other innovative functionalities.
A store selling "used computer" projects a value-based retail image through the capacity, capability, brand image, certification, and accuracy gained.

Question 3

Define the concept of atmosphere. How does this differ from that of visual merchandising

Answer 3

Concept of atmosphere:
"Atmosphere is a psychological effect" that customer derives from visiting the retail outlet. It refers to the shop characteristics (sights, smell, attributes) that draw the customers toward them. Atmospherics in a non-store based firm is the catalogs, websites, and vending machines.
Visual merchandising:
Visual merchandising is a proactive or an integrated atmospherically approaches appealing to the look, product display, and enhanced physical environment that attributes to stimulate the shopping behavior.
Concept of atmosphere is not the same as visual merchandising , but atmospherics is the initial phase and visual merchandising is an approach of the current innovative era. It has formed a new trend in creating a "retail image".

Question 4

Which aspects of a store's exterior are controllable by a retailer Which are uncontrollable

Question 5

What are meant by selling , merchandise , personnel , and customer space

Question 6

Present a planogram for a nearby bank.

Question 7

Develop a purchase motivation product grouping for an online men's apparel retailer.

Question 8

Which stores should not use a curving (free-flowing) layout Explain your answer.

Question 9

Visit the Web site of PetsMart (www.petsmart.com), and then comment on its storefront, general interior, store layout, displays, and checkout counter.

Question 10

How could a neighborhood paint supply store engage in solutions selling

Question 11

Do you agree with upscale retailers' decision not to provide in-store shopping carts What realistic alternatives would you suggest Explain your answers.

Question 12

Present a community relations program for an optical chain.