What attracts customers, product, services or something else? Apart from products and services, how a brand maintain and showcase the store is important. it includes visuals in store, the music, the placement of products, the fresh and sweet air in store, etc.

1. ESTABLISHING AND
MAINTAINING A
RETAIL IMAGE

2. OBJECTIVE
o To show the importance of
communicating with customers and
to examine the concept of retail
image.
o To describe how a retail store image
is related to the atmosphere it
creates via its exterior, general
interior, layout, and displays, and to
look at the special case of nonstore
atmospherics.
o To discuss ways of encouraging
customers to spend more time
shopping.
o To consider the impact of
community relations on a retailer’s
image 2

3. o Price leader
o Location leaders
o Atmospherics leaders
o Product quality
leaders
o Selection leaders
o Service leaders
RETAILERS ARE
CLASSIFIED
BASED ON THEIR
LEADERSHIP ON
SIX DIMENSIONS
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4. o The psychological feeling a
customer gets when visiting
a retailer.
o Store Retailer
o Nonstore Retailer
ATMOSPHERE
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5. 5
APPLE STORE

6. 6
NORDSTROM STORE

7. VISUAL
MERCHANDISING
A proactive, integrated
atmospherics approach aimed to
create a certain look, properly
display products, stimulate
shopping behavior, and enhance
physical behavior.
o Storefront Display
o Fixture Design and Layout
o Merchandising
o Product Presentation
o Graphics and Signage
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8. o Exterior
o Storelayout
o Generalinterior
o Interiordisplays
A STORE-
BASED
RETAILING
PERSPECTIVE
8

9. EXTERIOR
o Storefront
o Marquee
o StoreEntrances
o DisplayWindows
o ExteriorBuildingHeight
o SurroundingStoresAndArea
o ParkingFacilities
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10. STORE
LAYOUT
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o Allocation ofFloorSpace
o Classification ofStoreOfferings
o DeterminationofSpaceNeeds
o MappingOutIn-store
Locations
o ArrangementofIndividual
Products

11. GENERAL
INTERIOR
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o Flooring
o Colors
o Lighting
o Scents
o Sounds
o StoreFixtures
o WallTextures
o Temperature
o AisleSpace
o DressingFacilities
o In-store
Transportation
o DeadAreas
o Personnel
o Merchandise
o PriceLevels
o Displays
o Technology
o Store
Cleanliness

12. INTERIOR
DISPLAYS
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o Assortment Display
o Theme-setting Display
o EnsembleDisplay
o RackDisplay
o CaseDisplay
o CutCase
o DumpBin

13. A NONSTORE-
BASED
RETAILING
PERSPECTIVE
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o StoreFront
o GeneralInterior
o StoreLayout
o Display
o CheckOutCounter

14. ENCOURAGING
CUSTOMERS TO
SPEND MORE
TIME SHOPPING
o ExperientialMerchandising
o SolutionsSelling
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15. COMMUNITY
RELATIONS
o CharitableContribution
o Cause-related Marketing
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16. THANK YOU