CH18 Establishing and Maintaining a Retail Image Flashcards
1
Q
social media (p. 441)
A
- the means of interactions among people in which they create, share, and/or exchange information and ideas in virtual communities and networks
- Eg. facebook, Instagram, Snapchat, Pinterest, Youtube, LinkedIn, etc.
2
Q
atmosphere (atmospherics) (p. 444)
A
The store’s physical characteristics that project an image and draw customers
3
Q
visual merchandising (p. 444)
A
- When a retailer takes a proactive, integrated atmospherics approach to create a certain “look” – properly displayed products, stimulating shopping behaviour, and enhanced physical environment
- Includes in-store layout, types of fixtures, store display windows, aisle width, how well merch is organized visually, lighting, in-store signage, choice of background music, paint and graphics displayed on the walls, flooring, etc.
4
Q
storefront (p. 445)
A
- The total physical exterior of the store itself
- Includes marquees, entrances, windows, lighting, construction materials, etc.
5
Q
marquee (p. 445)
A
A sign that displays the store’s name
6
Q
dead areas (p. 449)
A
- Awkward spaces where normal displays cannot be set up
- Things that can cause dead spaces: light fixtures, wood, or metal beams, doors, restrooms, dressing rooms, and vertical transportation (aka elevator/lift)
7
Q
planogram (p. 450)
A
Visual (graphical) representation of the space for selling, merchandise, personnel, and customers–as well as for product categories
8
Q
functional product group (p. 450)
A
- Displaying merch by common end use
- Eg. men’s clothing store:
- Ties, cuff links, and tie pins
- Shoes, shoe trees and shoe polish
- T-shirts, undershorts, and social
9
Q
purchase motivation product groupings (p. 450)
A
- The customer’s urge to buy products and the amount of time they will spend on shopping
- Committed person: takes their time to shop, will go on both floors
- Disinterested person: takes less time to look, will focus on the first floor
- Department floors put more impulse purchases on the first floor while the more you need to think about a product, the higher up it is in the store
10
Q
market segment product groupings (p. 451)
A
- Place together items that appeal to a given target market
- Eg. A women’s apparel store divides products into juniors’, misses’, and ladies’ apparel
- Eg. a music store separates CDs into rock, jazz, classical, R&B, country, etc.
11
Q
storability product groupings (p. 451)
A
- May be used for products needing special handling
- Eg. having freezer, fridge, and room-temp sections of a super market
12
Q
straight (gridiron) traffic flow (p. 451)
A
Places displays and aisles in a rectangular or gridiron pattern
13
Q
curving (free-flowing) traffic flow
A
Places displays and aisles in a free-flowing pattern
14
Q
model stock approach (p. 452)
A
- Determines the floor space necessary to carry and display a proper merchandise assortment
- Used mostly in apparel stores and shoe stores
15
Q
sales—productivity ratio (p. 452)
A
- Assigns floor space on the basis of sales or profit per foot
- Highly profitable categories get large chunks of space
- Marginally profitable categories get less
- Mostly used in food stores and bookstores
16
Q
point-of-purchase (POP) display (p. 453)
A
- Provides shoppers with info, adds to the store atmosphere, and services a substantial promotional role
- Persuasive
- Create the proper placement for new products or promos
- Offer flexibility in messaging and placement
- Enhance the overall shopping experience
17
Q
assortment display (p. 454)
A
- Exhibits a wide range of merch
- Open assortment: the customer i encouraged to feel, loo at, and/or try on products
- Greeting cards, books, magazines, fruits, vegetables, candy, cosmetics, perfumes, etc.
- Closed assortment = the customer is encouraged to look at march but not touch it or try it on
- Computer software, CDs, DVDs (prepackaged items that cannot be opened before purchasing)
- Jewelry is usually kept in closed class cases that employees must unlock
18
Q
theme-setting display (p. 454)
A
- Depicts a product offering in a thematic manner and sets a specific mood
- Retailers will often vary their displays to reflect seasons or special events (eg. valentines day, christmas, etc.)
19
Q
ensemble display (p. 454)
A
- A complete product bundle (ensemble) is presented – rather than showing merch in separate categories
- Eg. a mannequin is dressed ina matching combo of shoes, socks, pants, shirt, and sports jacket and these items would be available in one department or adjacent departments
20
Q
rack display (p. 454)
A
- display items using a rack
- Primarily functional use: to neatly hand or present products
21
Q
case display (p. 454)
A
- displays items in a case
- Exhibits heavier, bulkier items than racks hold
- Books, DVDd sets, pre-packaged goods, sweaters
22
Q
cut case (p. 454)
A
- An inexpensive display that leaves merch in the original carton *think of the 4 ways at the pharma
- think elastoplast
- Often used by discount stores and supermarkets
- Lacks comfort in the store’s atmostphere
- Reduces display costs and project a low-price imag
23
Q
dump bin (p. 454)
A
- A case that holds piles of sale clothing, marked-down books, or other products,
- Have an open assortment of roughly handled items
- Also Lacks comfort in the store’s atmostphere, as well as reduces display costs and project a low-price image
24
Q
- experiential merchandising (p. 456)
A
- Converts shopping from a passive activity into a more interactive one, by better engaging customer
- Eg. William Sonoma hosts cooking classes
- Eg. lush and their product demos
- Eg. Costco and their free samples
25
Q
solutions selling (p. 457)
A
- Takes a customer-centered approach and presents “solutions” rather than “products”
- Eg. categorizing gifts by price rather than by product category
- Eg. selling pre-made meals instead of just ingredients
