Post on 07-Apr-2018
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RETAIL BRAND COMMUNICATION
Retail Communication mix:
Out-of-store communications
Advertising.
Direct marketing communications.
In-store communicationsStore design.
Visual Merchandising.
Employees.
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STORE DESIGN
Be consistent with image and strategy
Positively influence consumer behavior
Consider costs versus value
Be flexible
Recognize the needs of the disabled(Universal Design philosophy)
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STORE-RELATED BEHAVIOR
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Involves the consumer locating, traveling to,and entering a store (the shopping experience
does not start in the store!)
The landing strip or the decompression
zone
Store contact
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STORE-RELATED BEHAVIOR
Store movement
Patterns of movement within a store
Despite situational variables (individualdifferences, temporal variables,
consumer motives, etc.) generalpatterns can be detected
Shopping highways and byways
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TOUCH POINTS OF STORE DESIGN
Exterior Attracting customers;
Interior Communicating the brand personality;
Lighting Dramatising the merchandise;
Layout Navigating through the store;
Fixtures Showing the merchandise.
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EXTERIOR PLANING
Storefront
Store entrances
Display windows
Exterior building height
Surrounding stores and area
Parking facilities
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EXAMPLES
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STORE ENTERANCES
How many entrances are needed?
What type of entrance is best?
How should the walkway be designed?
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WINDOWS
Closed Back Window
Open Back Window
Straight Front Window
Angled Front Window
Arcade Front Window Corner Window
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TYPES OF WINDOW DISPLAYS
Promotional promote the sale of one or
more items by using special lighting and /orprops. Skiwear with fake snow for accents
Institutional promote store image ratherthan specific items. Designed to build customer good will, show
that the business is interested in the
community
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EXAMPLES
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Fendi
Burberry
Oasis
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STORE INTERIOR
Landing Area
FlooringColors
Lighting
Scents
SoundsStore fixtures
Wall textures
Temperature
Aisle space
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Dressing facilities
Vertical transportation(elevator, escalator,stairs)
Dead areas
Personnel Merchandise
Store cleanliness
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