Midterm Prep - Long Ans Flashcards
What are the 4 different store layouts?
-Grid
-Loop
-Spine
-Free-Flow
What are the advantages of a grid layout?
cost-effective, easy to change, good traffic flow (perfect for a grocery store) (cheap and cheerful)
What are the disadvanages of a grid layout in stores?
-doesn’t allow for much creativity, kind of sheepherding them down the aisles like a grocery store
Why would you not use a grid layout in a store?
-consumer might autopilot
-wineries want to create a relationship and exp w customers; grid format doesn’t allow for creativity nor that consumer relationship without disrupting the traffic flow
What is a loop layout in a store?
a circle or square pathway with a central grouping of displays (like a duty free shop)
What are the adavtages to a loop layout in a winery?
Layout will expose customer to the most amount of merchandise compared to other layouts, experimental/different/unique, increases internal brand awareness (i.e. you come into NCTW for wine and see beer also for sale, or a new product)
What are the disadvantages for a loop layout in a winery?
land and space in wine country is $$$ + loop layout doesn’t maximize the space well, and is less flexible to change
What is the spine layout in a winery?
main aisle runs from front to back of store (runway down the middle with branches)
What are the advantages to a spine layout in the winery?
-end caps
-retail & customer interactions; encouraging consults
-allows customers to explore (the most other than free-flowing)
What are the disadvantages to the spine layout in a retail shop?
-uses the MOST square footage, better for “exploring” catergories
What is a free-flowing layout in a retail shop?
-most common (designers)
-move about more freely, encourages impulse buying
If you were designing a retail space, what store layout would you choose & why?
a spine layout; with a separation of cashier till and experience-led tasting bar
WHY: grid is not interactive enough (maze, boring), loop is boring and wastes most space, no place to stay or experience might feel rushed, free flow is purposeless- while SPINE allows focus on consultation and end caps for marketing
-1 cash till w/ checkout counter (with many local products and accessories as you wait in a single file line -think winners; impulse buying)
-1 tasting bar with multiple staff reps and mobile POS machines to help lead an experienced tasting with specific product recs
What are some things to remember while planning an event?
-identify event contingencies
-develop a sponsorship plan
-invite media/ wine writers
-create a program/plan/proposal
-risk management plan
-establish policies and procedures
-pr and marketing plan
-event budget
If you were launching a new wine; with direct B2C channel- what would you….
-retail/resto on site, farmers markets, private stores
-group sales (work, events, gifting)
-phone or online sales
-wine club subscription (direct to consumer)
If you were launching a new wine, what Indirect or B2B marketing strategies would you use?
-LCBO or other liquor boards
-restaurants
What are the types of channel conflicts?
-Vertical (manufact vs. wholesaler)
-Horizontal (in between two retailers served by same manufact)
-Multichannel (diff price in store vs online, winery vs LCBO)
What does Vertical Channel conflict refer to?
Vertical Channel conflict is when there are different levels in the same channel; manufacturer vs wholesaler)
What does Horizontal channel conflict refer to?
conflict within the same level with the channel; two retailers in the same manufacturer
What does multichannel conflict refer to?
Multichannel conflict is between differemnt market channels like whenprices are different on online vs. instore
What is vertical integration?
when a company owns or controls the suppliers, distributors and retail locations; controls supply chain; reduce costs and improve efficiencies-maximize profits; disadvantages: requires a lot of capital $$$ (i.e. APL total vertical integration)
What are the two main segmenting cetegories? For those two; what are the sub catergories
- Customer Characteristics; psychographic, demographic, geographic, socioeconomic
- Buying situation; behavior, outlets, benefits, USAGE
