Page 113 - DMGT553_RETAIL_STORE_MANAGEMENT

Retail Store Management

Notes 7.2 Store Appearance

Store appearance include both interior and exterior look:

Store Appearance – Exterior

Is the parking lot and sidewalk clean and well-lit?

Are the windows clean?
Are there miscellaneous fliers posted on the store front?
Do any signs convey the correct image?
Can the business be easily identified from the road?

Store Appearance – Interior

Is the store’s atmosphere and décor appealing to the consumer?
Is the floor free of debris and appear clean?

Are all light fixtures working properly? Does the store appear well-lit?
Are interior signs consistent in font and colour?
Does the store look full of inventory?

7.2.1 Seven Things Your Store’s Appearance Tells Your Customers

Is It Worth Going In?

It is being consistently finding that consumers are paying less attention to advertising and more
attention to store appearance. An exterior of a store generates 45% of an entire marketing image.
This includes the building’s appearance, the signage, the landscaping, and the parking area.
Consumers form impressions about the quality and selection of merchandise inside the store
based on what they see the outside of the store. Some retailers are aware of this, and the outside
appearance of their store is carefully thought out. Selection is also critical.

Did u know? Consumers have been shopping less since 9/11.

They prefer to go to fewer stores and to go to stores where they know they’re going to get a great
selection. They don’t want to have to look further.
One quarter of a consumer’s decision to enter a store comes from the four-color circulars in the
news paper. Advertisements like these can help or harm your selection image. You need to
show a big assortment of merchandise in your advertisements and displays. Showing the same
old stock can turn off customers. They’ll think, “Well, that’s all they’ve got.”

Is There Something Happening in This Store That’s Unlike Anywhere Else?

Seventy-three percent of the consumers in a survey believed that all stores within a particular
category look alike. This is caused by the demise of good merchandising. By using computers to
track stock and sales, retailers are merchandising their stores into sameness. Consumers want a
unique shopping experience, and retailers need to under stand the importance of differentiation.

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