08 Retailing Flashcards
What are the characteristics of a Retail Environment?
- Functional Appeal
- Engagement Appeal
- Other characteristics
What is Engagement Appeal?
- Use of several new and unique amenities that customers will be fascinated with.
- E.g. yoga studio, gym, meditation area, healthy food restaurant and Lululemon store were constructed within an athletic apparel store.
What are other characteristics of a Retail Environment?
- Types of products that are offered
- Number of products that are offered
- How different these products are
- Size of the store
- Number of people in the store (including shoppers and employees)
- Shoppers can be arousal seekers or arousal avoiders
- Shoppers are an important link to the positioning of products
- Be able to maintain the right level of crowds
What are the factors of a successful retail environment?
- Unique
- Novel (interestingly new or unusual)
- Memorable
- New/surprising
- Experiential
What is Retail Experience?
The conscious designing of space to create certain effects in buyers.
What are the effects of store atmospherics?
- Can create an ambience in store
- Are external to the shopper
- Used by employer to indirectly influence and sell to the shopper
What are the characteristics of store atmospherics?
- Lighting
- Colour
- Scent
- Ambient scent
- Music
- Design/Textures
What are the effects of Colour?
- Bright lighting can increase impulse purchasing.
- Can increase arousal levels.
- Has positive effect on items that are examined and handled by the shopper.
- Will be touched more, therefore spent more.
- Symbolism with colours
- E.g. Cheapness - yellow, brightness
What are the effects of Scent?
- Shoppers can remember ambience well vs. actual product
- Little cognitive processing
- Memory of the scent (After first smell, shopper will have significant memory of odours due to learned associations.)
- Can cause behaviour of approaching or avoiding product.
What are the factors of Ambient Scent?
- Presence
- Intensity (pleasant vs. unpleasant)
- Congruency (Influencing and prompting correct associations with product.)
What are the factors and types of Music?
- Unfamiliar music
- Likability
- Emotional bond
- Slow, quiet, familiar
- Loud, fast
What is the influence of salespeople?
- Quality of Social Interaction.
- Number of sales associates.
- Clothing worn by salespeople.
What is a Single Channel?
- Customer experiences a single type of touch-point.
- Only one channel is offered.
What is Multi Channel?
- Customer experiences multiple channels.
- Single customer view but the channels do not deliver the same brand experience, as they are acting separately.
What is Omni Channel?
- Customer experiences a brand, not a channel.
- Thanks to technology.
- Single view on customer who is serviced consistently across all channels.
- Integration of channels
- Removes barriers between channels
- Synchronised brand messages
- Creates unified and seamless experience
- Easy-buying
- Customer focused
- A whole shopping journey, path-to-purchase
- Helps shopper rather than focuses on just transactions/deliveries
- Meets the needs and behaviours of shoppers
