Question
As discussed in the textbook, the presentation of a retail store is important to establish the store's image and position the store. The store atmosphere
As discussed in the textbook, the presentation of a retail store is important to establish the store's image and position the store. The store atmosphere is the key element of retail presentation. Please think of a store that you frequently visit, think of its physical layout, decor, and surroundings (atmosphere). Even better, you can visit the store before and pay attention to the elements described below. Read the material in chapter 14 regarding store atmosphere. Then answer the following questions:
- Describe the elements of the atmosphere in the store and explain how the store uses them to create specific image/positioning:
- Exterior atmosphere:
- How convenient is parking (is there even parking?)? Is parking adequate? Other issues about parking (cleanliness and size of the lot, size of spaces, well-lit, etc.)?
- What kinds of stores are around the store you are visiting? Do you think being located next to them increases traffic at your store? Are direct competitors nearby?
- Is the building modern, historic, attractive, clean, and appealing? Is the entrance inviting to shoppers?
- Interior atmosphere:
- Aisle width; lighting; the number of customers; noise (background music, loudspeakers, etc.); specific smells/odors, colors, store layout; signage; accessibility of the cashier; the number of products available (depth and width of assortment); ability to inspect the product before purchase; quality of the fixtures (shelves, lights, etc.); availability of salespeople and their knowledge about the product; willingness of salespeople to help.
2) How can a company create anatmosphere on its Web site? 3) Visit the website of the retailer whose atmospherics you recalled and see if they have been able to re-create the store atmosphere online or at least some elements of it. Described how they did that.
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