Consider the following scenario and answer the questions that follow: You have been consulted to advise on a new retail outlet selling upmarket men’s clothing, targeting older, high income male customers in n metropolitan area. The store will be located in a new multi-level shopping mall, which has been designed for smooth traffic flow for ease of access, just off a major highway. 

Q.4.1 Evaluate the location of the shopping mall in terms of its accessibility. (6) 

Q.4.2 Suggest factors that should be considered in positioning the store within the shopping mall. (6) 

Q.4.3 Exterior store design is an opportunity to make a good first impression on potential customers, aimed at drawing customers into the store. 

Q.4.3.1 Describe the types of window displays the store could use. (4) 

Q.4.3.2 Assess the role of exterior signage. (4) 

Q.4.4 Recommend an interior store design to encourage the store’s customers to stay and browse longer in terms of: • Display fixtures • Flooring • Atmospherics