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Pavitar Parkash Singh, Lovely Professional University Unit 4: Store Exteriors and Interiors

Unit 4: Store Exteriors and Interiors Notes

CONTENTS
Objectives
Introduction

4.1 Role of Atmospherics in Retail Strategy
4.1.1 Key Components of Retail Atmospherics
4.2 Store Exteriors

4.2.1 Exterior Sign
4.2.2 FaCade
4.3 Store Interiors
4.4 Elements of Display
4.5 All I Do Can Sell (AIDCS)

4.5.1 Flexibility of Store Design
4.6 Summary
4.7 Keywords

4.8 Review Questions
4.9 Further Readings

Objectives

After studying this unit, you will be able to:
 Describe the Role of Atmospherics in Retail Strategy

 Discuss the Key Components of Retail Atmospherics
 Explain the Concept of Store Exteriors
 Explain the Concept of Store Interiors

 Describe the Elements of Display
 Discuss AIDCS
Introduction

If you look around today, the pace of change is certain to scare you at times. Rapid progress is
being made in the way things are bought, made and sold. The consumer today is clearly the
King. The choices he has before him today are unimaginable. For a simple toothbrush, we have
about 100 choices. From colours to shapes to bristle lengths to bristle’s types.

The places he buys from too are continuously being upgraded. Consumers want to touch, feel
and experience the product before they actually buy it. The choices that a consumer faces today
extend right to the point of purchase. The consumer evaluates the outlets where he purchases
and will not buy a product or service unless the retail outlet provides value to the customer.

LOVELY PROFESSIONAL UNIVERSITY 63