伯曼 零售管理（第13版）berman_rm13_ppt_18.pptxVIP

Retail Management: A Strategic ApproachThirteenth EditionChapter 18Establishing andMaintaining a Retail ImagesCopyright ? 2018, 2014, 2012 Pearson Education, Inc. All Rights Reserved Learning Objectives18.1 To show the importance of communicating with customers and to examine the concept of retail image18.2 To describe how a retail store image is related to the atmosphere it creates via its exterior, general interior, layout, and displays; and to look at the special case of non-store atmospherics18.3 To discuss ways of encouraging customers to spend more time shopping18.4 To consider the impact of community relations on a retailer’s image Retail Image and PositioningImage refers to how a retailer is perceived by customers and others.Positioning refers to how a firm devises its strategy so as to project an image relative to its retail category and its competitors. Figure 18.2 Elements of a Retail Image In Seconds…A shopper should be able to determine a store’sNameLine of tradeClaim to famePrice positionPersonality AtmosphereThe psychological feeling a customer gets when visiting a retailerStore retailer: Atmosphere refers to store’s physical characteristics that project an image and draw customersNon store retailer: Atmosphere refers to the physical characteristics of catalogs, vending machines, Web sites, etc. Visual MerchandisingA proactive, integrated atmospherics approach aimed to create a certain look, properly display products, stimulate shopping behavior, and enhance physical behavior Omni-channel Retail Image – Rebecca MinkoffPlease click URL to view video:https://youtu.be/IR6wGM_WAvk Figure 18.3 A Warehouse Store Image Figure 18.5 The Elements of Atmosphere Exterior PlanningStorefrontMarqueeStore entrancesDisplay windowsExterior building heightSurrounding stores and areaParking facilities Figure 18.6 Using a Storefront and Marquee to Generate a Powerful Retail Image Alternatives in Planning a Basic StorefrontModular structurePrefabricated structur