Establishing and Maintaining a Retail Image参考.ppt

* * * * * * * * * * * * Figure 18-10: How a Department Store Uses a Curving (Free-Flowing) Traffic Pattern Product Grouping Types Functional product groupings Purchase motivation product groupings Market segment product groupings Storability product groupings Straight Traffic Pattern Advantages An efficient atmosphere is created More floor space is devoted to product displays People can shop quickly Inventory control and security are simplified Self-service is easy, thereby reducing labor costs Disadvantages Impersonal atmosphere More limited browsing by customers Rushed shopping behavior Figure 18-11: Sears’ Open-Store Design Curving Traffic Pattern Advantages A friendly atmosphere Shoppers do not feel rushed People are encouraged to walk through in any direction Impulse or unplanned purchases are increased Disadvantages Possible customer confusion Wasted floor space Difficulties in inventory control Higher labor intensity Potential loitering Displays may cost more Approaches for Determining Space Needs Model Stock Approach Determines floor space necessary to carry and display a proper merchandise assortment Sales-Productivity Ratio Assigns floor space on the basis of sales or profit per foot Interior (Point-of-Purchase) Displays Assortment display Theme-setting display Ensemble display Rack display Case display Cut case Dump bin Figure 18-12: The RE/MAX Online Storefront Online Store Considerations Advantages Unlimited space to present assortments, displays, and information Can be customized to the individual customer Can be modified frequently Can promote cross-merchandising and impulse purchasing Enables a consumer to shop in quickly Disadvantages Can be slow for dialup shoppers Can be too complex Cannot adequately display three-dimensional aspects of products Requires constant updating More likely to be exited without purchase Figure 18-13: Making the Shopping Experience More Pleasant Figure 18-14: The Shopping Cart’s Role in an Enhanced Shopping Experience