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
