RETAILING Sale of products and/or services to the final customer ELEMENTS OF RETAILING Location Layout Displays Merchandising Loss

Loss prevention

TYPES OF RETAIL STORES ACCORDING TO LOCATION Isolated store String street Central business district (CBD) Secondary business district (SBD) Commercial center

LOCATION REQUIREMENTS PEDESTRIAN AND VEHICULAR TRAFFIC LOGICAL TRAFFIC FLOW PROXIMITY TO OTHER BUSINESSES LEVEL OF COMPETITION PARKING AVAILABILITY PEACE AND ORDER SITUATION FLOODING EXPANSION POSSIBILITIES TERMS OF OCCUPANCY

STORE LAYOUT

SPACE ALLOCATION

SUPERMA
BACK WALL

SHELVING AREA
-S R Y A L 3 , E D I

LENGTH FEET 80 60 60 40 40 40 40

Back wall Left side wall Right side wall Gondola 1 Gondola 2 Gondola 3 Gondola 4

N O , T E F 0 6

SUPERMAR
DAIRY PRODUCE
RETAIL DISPLAYS PURPOSE OF DISPLAYS To To To To communicate stores image induce consumers to enter the store direct consumer traffic within the store direct consumers attention to specific merchandise

DISPLAY ELEMENTS Color Shape Merchandise Fixtures Product information

PERSONAL CARE DRY GOODS MEATS CANNED GOODS

A W D I S T F E L

THE CO
THE USE OF COLOR Monochromatic Analogous Complimentary Split complimentary Double split complimentary Triadic

THE USE OF SHAPES Horizontal lines suggest calmness and restfulness Vertical lines suggest rigidity and sturdiness Diagonal lines abruptly call viewer attention but is difficult to look at over long periods of time Curves suggest softness and innocence

DISPLAY MERCHANDISE Must Must Must Must be fresh and clean be adequately stocked in all possible variants be replaced on a regular basis not be seen during display merchandise replacement

DISPLAY FIXTURES Must be compatible with display theme Must not draw attention away from display merchandise Must be sturdy and clean at all times

PRODUCT INFORMATION Must carry all information that can enhance the marketability of the displayed item May or may not include the price Must be installed in a manner that can prevent switching

RETAIL MERCHANDISING

TERMS
CONSIGNMENT
LOSS PREVENTION INVENTORY SHRINKAGE The peso difference between book inventory and physical inventory, expressed as a percentage of period peso sales ANTI-THEFT/ARMED ROBBERY MEASURES Armed security personnel Unbreakable glass

C.O.D.

Protective merchandise cases Motion detectors/infrared sensors Panic buttons Low store cash balance TACC machines

ANTI-SHOPLIFTING MEASURES Bag inspection and deposit Uniformed security personnel Undercover security personnel One-way/concave mirrors Security cameras Sensor tags

EMPLOYEE ANTI-THEFT MEASURES Careful employee screening Security inspection Perimeter inspection Transaction checkers Security cameras Mystery shoppers

ADVERTISING AND PROMOTIONS COMPONENTS Advertising Sales promotion Publicity Public relations

ADVERTISING ELEMENTS Known sponsor Non-personal Uses a medium

THE COMMUNICATIONS MODEL

THE COM M
WHY DO COMPANIES ADVERTISE? To To To To build awareness inform persuade remind PRODUCT ADVERTISING V.S. INSTITUTIONAL ADVERTISING TYPES OF MEDIA RADIO ADVANTAGES Reach Relatively inexpensive Target marketing possible

SENDER

ENCODING

DISADVANTAGES Audio only Frequency required Passive medium

NEWSPAPER ADVANTAGES Credible Pass-on readership Relatively inexpensive Target marketing possible

DISADVANTAGES Spillage Obsolescence Poor image quality

CIRCULATION V.S. READERSHIP MAGAZINE ADVANTAGES Good image quality Target marketing possible Pass-on readership Not subject to obsolescence

DISADVANTAGES Difficult to time advertising Long lead time

TELEVISION ADVANTAGES Audio, video and movement Target marketing possible

DISADVANTAGES Expensive Frequency necessary Alternative media available

CINEMA

ADVANTAGES Audio, video and movement Larger than life Captive audience Relatively inexpensive

DISADVANTAGES Not cost efficient Limited to reminder advertising Short attention span

BILLBOARD ADVANTAGES Relatively inexpensive Larger than life Exposed to many potential consumers

DISADVANTAGES Short messages only Reminder advertising only May be damaged by the elements Legal restrictions

TRANSIT ADVANTAGES Mobile Relatively inexpensive Exposed to many potential consumers

DISADVANTAGES Short messages only Reminder advertising only May be damaged by the elements

POINT-OF-PURCHASE ADVANTAGES

Last ditch purchase reminder Close proximity to physical product

DISADVANTAGES Short messages only Reminder advertising only

SALES PROMOTION PURPOSES Induce trial Encourage brand switching Reward patronage

PUBLICITY PUBLIC RELATIONS MARKETING INFORMATION SYSTEM A continuing and interacting structure of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute pertinent, timely, and accurate information for use by marketing decision-makers to improve their marketing planning, implementation, and control TYPES OF MARKETING INFORMATION SYSTEMS Internal reports system Marketing intelligence system Marketing research system

MARKETING RESEARCH The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company