The retail and the atmosphere of different outlets

Résumé du document

Retail Marketing plans, sales promotional ideas, does the branding and advertising for the retailer. Getting the brand noticed favourably at a point of sale, dramatically affects the chance of getting higher retail sales. The design of a store is really important because it helps the retailer to attract customers, to cultivate their interest to a great extent, and then it will help the customer to purchase even more than what they have really intended.. But what is actually a store design? The design of a store is, according to Mintel, "the visual result of a conceptual approach to store design & merchandising display. The aim is to increase the appeal of the customer as part of the retail marketing strategy". In fact, this is the way you manage to get the customer enter your store, stay there for a while and buy the most he can. It can be put in this way that it is the combination of colours, the atmospherics, the sounds, the ambience, the merchandising in the store, and the layout that defines store design. There are four typical/common layouts: grid pattern layout, free-flow layout, boutique layout and guided shoppers flows.

The grid pattern layout is typical to the supermarkets. In fact, it is just like in a library: where there are long parallel rows of shelves and commodities are in display for the customer to look at it without much problems. Therefore the customer just has to follow the shelves, but cannot move so much within the aisles. This type of layout allows the maximisation of the space, and reflects an image that the goods are within the customer's reach.

Extraits

[...] The themes of those areas can be the use of the product or the brands, for example. Each area is like a little shop within the big shop. A good example of this kind of store using type of layout is the Galleries Lafayette, in France. In this store you can find little shops, such as IKKS or Dior, or even Zara. Therefore you go there to find the brand you like but also to have a look at all other brands in the same place and discover the ones you do not even know; you go there for the ambience and also for the brands. [...]

[...] The last layout is the guided shopper flow, like in Ikea. In fact, there is a long path in the entire store that brings in the customer from the entrance to the exit and makes him/her see almost all the items that he/she can buy. The products are in exposure but all the items to be bought are to be paid before the pay point at the exit of the store. The customer is thoroughly guided during his entire trip inside the store, and cannot discover the store on his/her free will. [...]

[...] This kind of layout is good because the customer can see all the items that actually are waiting for him just at the exit; therefore the retailer gains in space because of the big warehouses at the exit of the store. The atmospherics in this kind of store is visual because you can see examples of how you can use the different products, and it is even tactile. The key to the success of the layout entirely depends on the way the path is made. It is also very important to keep a very cool atmosphere. [...]

[...] The retail and the atmosphere of different outlets Retail marketing By using examples demonstrate how and where the 4 different store layouts are effective? With examples, detail the ‘atmospheric' tools the retailer uses to contribute to the image of that store. Retail Marketing plans, sales promotional ideas, does the branding and advertising for the retailer. Getting the brand noticed favourably at a point of sale, dramatically affects the chance of getting higher retail sales. The design of a store is really important because it helps the retailer to attract customers, to cultivate their interest to a great extent, and then it will help the customer to purchase even more than what they have really intended . [...]

[...] The grid pattern layout is typical to the supermarkets. In fact, it is just like in a library: where there are long parallel rows of shelves and commodities are in display for the customer to look at it without much problems. Therefore the customer just has to follow the shelves, but cannot move so much within the aisles. This type of layout allows the maximisation of the space, and reflects an image that the goods are within the customer's reach. [...]