CH18 Establishing and Maintaining a Retail Image

Question 1

social media (p. 441)

Answer 1

• 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.

Question 2

atmosphere (atmospherics) (p. 444)

Answer 2

The store’s physical characteristics that project an image and draw customers

Question 3

visual merchandising (p. 444)

Answer 3

• 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.

Question 4

storefront (p. 445)

Answer 4

• The total physical exterior of the store itself
• Includes marquees, entrances, windows, lighting, construction materials, etc.

Question 5

marquee (p. 445)

Answer 5

A sign that displays the store’s name

Question 6

dead areas (p. 449)

Answer 6

• 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)

Question 7

planogram (p. 450)

Answer 7

Visual (graphical) representation of the space for selling, merchandise, personnel, and customers–as well as for product categories

Question 8

functional product group (p. 450)

Answer 8

• 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

Question 9

purchase motivation product groupings (p. 450)

Answer 9

• 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

Question 10

market segment product groupings (p. 451)

Answer 10

• 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.

Question 11

storability product groupings (p. 451)

Answer 11

• May be used for products needing special handling
• Eg. having freezer, fridge, and room-temp sections of a super market

Question 12

straight (gridiron) traffic flow (p. 451)

Answer 12

Places displays and aisles in a rectangular or gridiron pattern

Question 13

curving (free-flowing) traffic flow

Answer 13

Places displays and aisles in a free-flowing pattern

Question 14

model stock approach (p. 452)

Answer 14

• Determines the floor space necessary to carry and display a proper merchandise assortment
• Used mostly in apparel stores and shoe stores

Question 15

sales—productivity ratio (p. 452)

Answer 15

• 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

Question 16

point-of-purchase (POP) display (p. 453)

Answer 16

• 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

Question 17

assortment display (p. 454)

Answer 17

• 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

Question 18

theme-setting display (p. 454)

Answer 18

• 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.)

Question 19

ensemble display (p. 454)

Answer 19

• 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

Question 20

rack display (p. 454)

Answer 20

• display items using a rack
• Primarily functional use: to neatly hand or present products

Question 21

case display (p. 454)

Answer 21

• displays items in a case
• Exhibits heavier, bulkier items than racks hold
• Books, DVDd sets, pre-packaged goods, sweaters

Question 22

cut case (p. 454)

Answer 22

• 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

Question 23

dump bin (p. 454)

Answer 23

• 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

Question 24

• experiential merchandising (p. 456)

Answer 24

• 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

Question 25

solutions selling (p. 457)

Answer 25

• 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