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    Chapter 8 Atmospherics and Retail Space Retail Management

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    Kalavathi Kalyanaraman
    Atmospherics refer to the physical characteristics of a retail store that appeal to customers and influence their shopping behaviors. Key aspects of atmospherics include exterior elements like the storefront, signage, and windows as well as interior elements like lighting, flooring, displays, and layout. Atmospherics are an important part of a retailer's strategy to attract customers, influence their emotions and shopping experience, and maximize sales. Effective use of elements like displays, fixtures, lighting, color, and layout can enhance the store image, draw customers in, and encourage them to browse and purchase more products.

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    Chapter 8 Atmospherics and Retail Space Retail Management

    Uploaded by

    Kalavathi Kalyanaraman
    2K views24 pages
    Atmospherics refer to the physical characteristics of a retail store that appeal to customers and influence their shopping behaviors. Key aspects of atmospherics include exterior elements like the storefront, signage, and windows as well as interior elements like lighting, flooring, displays, and layout. Atmospherics are an important part of a retailer's strategy to attract customers, influence their emotions and shopping experience, and maximize sales. Effective use of elements like displays, fixtures, lighting, color, and layout can enhance the store image, draw customers in, and encourage them to browse and purchase more products.

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    89213146 Chapter 8 Atmospherics and Retail Space Retail Management

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    Atmospherics refer to the physical characteristics of a retail store that appeal to customers and influence their shopping behaviors. Key aspects of atmospherics include exterior elements like the storefront, signage, and windows as well as interior elements like lighting, flooring, displays, and layout. Atmospherics are an important part of a retailer's strategy to attract customers, influence their emotions and shopping experience, and maximize sales. Effective use of elements like displays, fixtures, lighting, color, and layout can enhance the store image, draw customers in, and encourage them to browse and purchase more products.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    2K views24 pages

    Chapter 8 Atmospherics and Retail Space Retail Management

    Uploaded by

    Kalavathi Kalyanaraman
    Atmospherics refer to the physical characteristics of a retail store that appeal to customers and influence their shopping behaviors. Key aspects of atmospherics include exterior elements like the storefront, signage, and windows as well as interior elements like lighting, flooring, displays, and layout. Atmospherics are an important part of a retailer's strategy to attract customers, influence their emotions and shopping experience, and maximize sales. Effective use of elements like displays, fixtures, lighting, color, and layout can enhance the store image, draw customers in, and encourage them to browse and purchase more products.

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    ATMOSPHERICS AND RETAIL SPACE MANAGEMENT

    Atmospherics

    Atmospherics: a store's physical characteristics


    that are used to develop a retail unit image and draw customers

    Describes the physical elements in a store's design

    that appeals to consumers and encourages them to


    buy

    Classified in terms of exterior and interior atmospherics

    Atmospherics planning

    Increasingly gaining relevance for all kinds of retail setups Especially true for planned shopping centers and life style stores Plays an important role in:
    - creating brand positioning for the outlet - attracting new customers - facilitating the better organization of the store and its merchandise - enriching the shopping experience

    Role in retail strategy


    1. 2. 3. 4. 5. 6. 7. 8. Enhances the image of the retail outlet Attracts new customers Creates a definite USP Generates excitement Facilitates easy movement inside the store Facilitates access to merchandise inside the store Ensures optimum utilization of retail space Ensures effective and desired presentation of merchandise 9. Reduces product search time for the customer 10. Reinforces the marketing communication of the outlet 11. Influences the service quality experience

    Impact of physical environmental factors on shopping behaviour


    Emotions
    Physical environment Store layout & design Merchandise display Music

    Customer Senses

    Customer Senses

    Aroma

    Key components of retail atmospherics

    Four key components of atmospherics:


    1. exterior atmospherics 2. interior atmospherics 3. store layout 4. visual merchandising

    External atmospherics

    All aspects of the physical environment found outside the store are external atmoshperics Significantly affects store traffic and sales Generated by all aspects of the store exterior Store exterior includes store entrances, main board, marquee, windows and lighting

    Elements of exterior atmospherics


    Storefront Visibility Marquee Uniqueness Entrances Surrounding Stores

    Interior atmospherics
    Interior atmospherics: refers to all aspects of physical
    environment found inside the store

    Key ingredients: flooring, music, interior store design,


    and level of cleanliness

    Affects sales, time spent in the store, and


    approach/avoidance behavior of the target segment Point-of-purchase interaction and retail unit decoration influences the customer and sales of the retail unit

    Interior atmospherics
    contd

    Stores physical environment influences shopping behavior by mediating emotional states The retail unit environment presents various stimuli that are perceived by the customer's senses Each stimulus offers many options with regard to shopping behaviour (store music varies by volume, tempo, pitch and texture, and by the specific songs played)

    Elements of retail atmospherics


    Exterior Atmospherics
    Storefront Marquee Entrances Display windows Size of building Visibility Adjoining Stores Parking Accessibility

    Interior Atmospherics
    Flooring Dead area Lighting Personnel Odour Cleanliness Wall Trial room Aisles Temperature Fixtures

    Elements of retail store atmospherics

    Store Layout
    Floor space allocation for selling, merchandise display, and customer Traffic Flow Department location Space/merchandise category Signage

    Visual Merchandising
    Assortment Theme Ensemble Racks and shelves Payment Counters

    Dimensions of interior and exterior atmospherics


    Dimension of atmospherics

    Exterior atmospherics

    Interior atmospherics

    parking lot adequate parking visibility in parking lot building appearance

    aesthetics

    layout
    display personnel

    Store layout
    Store layout:
    the interior retail store arrangement of departments or groupings of merchandise

    Store arrangement:
    - pays adequate attention to the expected movement of the customers visiting the store - space allotted to customers to shop - adequate facilities for merchandise display

    Customer friendly store layouts motivate shoppers to move around the store and shop more than what they had planned

    Store layout
    contd

    Organized retail firms on the other hand, ensure sufficient space within the store for customers and create a layout to facilitate a specific pattern of traffic movement Most independent retailers prefer racks and shelves placed along the walls Logical sequencing and category adjacency is essential in planning store layout Store layout planning involves decisions about allocation of floor space, product groupings, and nature of traffic flow

    Visual merchandising

    Visual merchandising or display is the presentation of products in order to sell them Key aspects: store floor plan, store windows, signs, merchandise display, space design, fixtures and hardware More sophisticated and encompassing and goes beyond merely arranging merchandise for easy access to customers. Process set in motion with designing the floor plan of the store, placing of mannequins, etc,.

    Wall displays

    Slatwall is a popular wall system used to display merchandise and maximize the total use of wall areas Slatwall panels and accessories allow complete versatility to display merchandise on the panel Give a clean and streamlined appearance Slotted wall standards are effective for displaying heavier merchandise and allowing the display of more merchandise on wall areas Hardware accessories such as shelving brackets, hangrail brackets, and face-outs provide organized and effective merchandise presentation

    Floor fixtures

    Gridwall panels and accessories :

    - a versatile fixture to utilize both wall-mounted applications and


    freestanding floor displays - durable, medium weight system in a variety of panel sizes, which accept various display accessories for hanging, shelving, and merchandising products

    Garment racks and displayers: garment racks and

    displayers are beneficial to show and sell items using floor displays Display cases and counters: display cases and counters feature sturdy construction and durable low-pressure laminated finishes in solid colors and wood grain styles Metal shelving gondolas: metal shelving gondolas display a number of products easily with total merchandising flexibility

    Product display fixtures

    Mannequins and body forms


    - essential for enhancing merchandise - make it easier for customers to visualize how clothing will look on the wearer - traditional life size mannequins offer a flattering look to clothing - most effective way to sell merchandise

    Clear acrylic displays


    - offer many innovative fixtures - give a clean look with the greatest eye appeal for products - help the retailer sell more merchandise - display items on slatwall, gridwall, and countertop use - useful for displaying accessory items

    Promotional items

    Window signs and banners


    - traffic-stoppers and create an opportunity to get a shoppers attention - many retailers underestimate the powerful pull of an effective window sign - a retail store sell merchandise to shoppers by attracting then with effective signs, banners, and promotional displays - a well thought out and effectively signed promotional interior can be a call to action for shoppers - using promotional signs and sign holders, and colourful sales tags as a visual hook can attract customer response and help increase sales

    Lighting fixtures

    Track lighting enhances colour and vivid colour sell merchandise Used for perimeter lighting and illuminating wall displays Used as accent lighting for highlighting specific merchandise adding excitement and drawing attention to merchandise

    Store space management

    Retail space allocation decisions are conceived and implemented at department level, category level, and the SKU level for big departmental super market stores

    Space allocation: process of distributing the right


    amount of space to the right merchandise at the right time according to a detailed analysis of customer demand Retailers normally depend on historical data or on their experience for allocating space (common with retailers using unorganized formats) Sales and profitability are bases for space allocation

    Walls as retail selling tools

    Walls are the largest selling fixture in the retailers overall selling strategy Meet several visual-merchandising objectives
    -captures shopper attention as they enter the retail space -wall displays draw shoppers into the store and exposing them to more merchandise -communicates fashion information -encourages multiple purchases -act as a way-finding tool and guides shoppers to products -forms the retail background, supports store image by the strategic use of a variety of interesting wall surfaces, paints, colours, and wallpapers -these reinforce the retailers atmospheric intent

    Colour planning

    Color Schemes

    - complementary schemes
    - split-complementary schemes - double-complementary schemes - triadic schemes - analogous schemes (or color families) - monochromatic schemes

    Physical materials in store designing


    Materials used in retail store designing
    Type of material for flooring
    - carpet (designer, one-colour, multi-colour) - wood work (polished/unpolished) - tiles (terra-cotta, marble, mosaic, sun mica ) - rubber/ plastic

    Type of material for walls


    - plaster (painted, raw paint effect) -- glass (opaque, tainted, coloured) - panelling (wood, steel, dark, light, illuminated) - ceramic tiles

    THANK YOU

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