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Gondola: Primary merchandising fixture consisting of a base, freestanding vertical wall, and a number of four of sections of shelving.
First In, First Out: A method of stock rotation in which goods that are
received first are sold first. Newly received product is stocked behind the
older merchandise.
LIFO: Last In, First Out - A method used in rotating inventory. This is
where an item that is last received is sold first.
Markup: A percentage added to the cost to get the retail selling price.
Markdown: A planned reduction in the selling price of an item, usually
to take effect either within a certain number of days after seasonal
merchandise is received or on a specific date.
Key Performance Indicators (KPIs) enable you as a retailer to
understand what is happening within your categories and business each
day. It is very important to have information collected and summarized
across a range of KPIs by category. Examples are Gross margin,
Shrinkage, Break-even Sales, Markdowns, Inventory turnover, etc.
Point-of-purchase Display: Point-of-purchase displays, or POP displays,
are marketing materials or advertising placed next to the merchandise it is
promoting. These items are generally located at the checkout area or other
location where the purchase decision is made. For example, the checkout
counters of many convenience stores are cluttered with cigarette and
candy POP displays.
Point of Sale (POS): Point of sale (POS) refers to the area of a store
where customers can pay for their purchases. The term is normally used
to describe systems that record financial transactions such as electric cash
2
Department Store:
High Margin
Low Turnover
High Price
Full Service
Downtown Location
Plush Facilities
categories is vital so that the items are always available for the customers,
which shall ensure repeat visits and good volume of sales. Added to
which is the employee management-HRM. A good manager spends
enough time in taking appropriate decisions regard to HR policies that
boost the morale of the staff, which shall contribute for the successful
retail business.
3. Marketing - Systems have to be in place to not only acquire new
customers, but also keep previous customers coming back to buy time
and time again. Individual service, green retailing and target marketing
are some areas to be considered that shall immensely help boost the
footfalls/customer traffic. Effective use of Information technology shall
enable implementation of successful CRMCustomer Relationship
Management strategies. All the four Ps of marketingProduct, Price,
Place and promotion to be carefully decided and forms part of important
decision-making area of a retail manager.
4. Merchandising The breadth and depth of inventory is very essential
feature of retail success. Planning the right quantity and type of
merchandise is essential. The sizes, patterns, varieties of products are all
required to suit the needs of wide range of customers taste and
preferences. It is also important to display this merchandise; that is visual
arrangement of merchandise is key to the success of retail trade.
Customers should be attracted and induced to buy the products. Placing
the products at appropriate place within the store is another area to be
decided with high prominence.
5. Salesmanship: Effective salesmanship is an important element of
service marketing. The employees have to be knowledgeable and
courteous to the customers. Visiting customers express several doubts and
Price: Price must be consistent across the marketing mix and meet
all requirements of various customers. One has to price the product
range at the correct level for the customers to be able to buy the
products, and for them to gain value from the products. Again
pricing strategies should be set in such a way that they not only
generate sales volume and satisfy majority of the target customers
but also should leave a healthy profit margins for the business to
survive.
10
own e-tail website, which shall motivate a customer to visit the store and
feel the shopping experience.
or
orientation
2. Set long-run and short-run objectives for sales
& p r o f i t , m a r k e t share, image
3. Determine the customer market to which to
a p p e a l o n t h e basis of its characteristics and needs
4. Devise an overall, long-run plan that gives
g e n e r a l d i r e c t i o n t o a firm and its employees
11
5. Implement
combines
an
such
integrated
strategy
that
evaluate
performance
&
correct
12
Chapter II
Management of Retail Environment:
2020what are the major socio-demographic, technological and
business trends that will likely impact retailing?
In todays retail environment it is critical that retailers face the facts and
start managing their business into the future with a particular focus on
retail financial disciplines.
Retailing is a fast changing industry in which one must be able to
quantify important financial information. Both today and in the future this
will help to build a sustainable winning product offer for the customer.
The resultbusiness growth and the freedom to pursue new directions
and innovations as per customers expectations that will help to counter
new competition entering the market.
13
Environmental
Factors
(uncontrollable)-PESTEL
14
15
have as both customer and regulatory demands tighten for the industry.
And some of the biggest players are leading the charge to more
environmentally aware practices.
Tesco famously declared their intention of becoming a leader in helping
to create a low-carbon economy. To do so, Tesco will transform its
business model so that reduction of our carbon footprint becomes a
central business lever, according to CEO Terry Leahy. One of many
green steps the company has taken:
Examples:
1. Tesco is bringing emission-free delivery vans to London and other
locations. The battery-powered vehicles save 21 tons of CO2 per
year, the equivalent of driving 51,000 miles in a car. The
supermarket chain has currently bought 15 of the vehicles, though
this is set to rise drastically in the next twelve months.
2. Coop, one of the worlds largest grocery chains, is basing its
product ranges on green propositions. In fact, the company is
working with Bio Suisse, the umbrella association of more than 30
organic farming organizations and about 6300 farms engaging in
organic production in Switzerland With the likes of Tesco, Coop as
well as Sainsbury,
3. Home Depot, Marks & Spencer, Starbucks, Zara and Wal-Mart
leading the way, not having a distinct environmental plan built into
retail strategies has become the exception, where only a few years
ago it was the rule. What to expect then in 2020? Premium
payments
for
enviro-friendly
products,
more
low-energy
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19
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Chapter III
Retail Location
3.1 Retail Location Strategies
The strategy to choose to locate the retail business will have a major
impact on everything the shop does. The difference between selecting the
wrong location and the right site could be the difference between business
failure and success.
Before choosing a retail store location, define the business, both
now and in the future.
1. What the customers look like?
2. How the buildings look?
3. What is to be soldMerchandize variety
4. How to create an image for the store
5. Decision regards to planning the retail space, storage area, or
the size of the office?
Without the answers to these basic questions, it will be hard to find the
perfect location for generating the maximum amount of profit for the
retail store.
It requires extensive decision making due to the number of factors
considered. The factors include the following
1. Population size and traits
2. The competition
3. Transportation access
4. Parking availability
5. The nature of nearby stores
6. Property costs
8. Legal restrictions
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primary area, and customers are more widely dispersed. The fringe area
has the most dispersed customers.
8. The most important criteria should be viewed as knockout factors: If
a location does not meet minimum standards on key measures, it should
be immediately dropped from further consideration.
3.3 Type of Goods of goods sold: Examine what kind of products are to
be made available for sale in the proposed store. The type of goods sold
also decides on the type of store; a convenience store, a specialty shop or
a shopping store?
Convenience goods require easy access, allowing the customer to quickly
make a purchase. A mall would not be a good location for convenience
goods. This product type is lower priced and purchased by a wide range
of customers.
Specialty goods are more unique than most products and customers
generally won't mind travelling out of the way to purchase this type of
product. This type of store may also do well near other shopping stores.
A shopping store usually sells items at a higher price which are bought
infrequently by the customer. Furniture, cars and upscale clothing are
examples of goods found at a shopping store. Because the prices of these
items are higher, this type of customer will want to compare prices before
making a purchase. Therefore, retailers will do well to locate their store
near like-wise stores.
3.4 Accessibility, Visibility and Traffic
A lot of traffic is not a lot of customers. Retailers want to be located
where there are many shoppers but only if that shopper meets the
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definition of their target market; 1. Similar products are sold so that the
customers can find alternative shops for their purchases. 2. Small retail
stores may benefit from the traffic of nearby larger stores.
The following questions to be answered regard to accessibility of a store:
1. How many people walk or drive past the location.
2. Is the area served by public transportation?
3. Can customers and delivery trucks easily get in and
out of the parking lot?
4. Is there adequate parking?
Depending on the type of business, it would be wise to have somewhere
between 5 to 8 parking spaces per 1,000 square feet of retail space. When
considering visibility, look at the location from the customer's view point.
The store and the signage board have to be clearly visible to the
customers/traffic from a reasonable distance. In many cases, the better
visibility the retail store has, the less advertising needed. A specialty
retail store located six miles out of town in a free standing building will
need more marketing than a shopping store located in a mall.
3.5 Agreement and Planning
Before signing a lease, be sure you understand all the rules, policies and
procedures related to the retail store location. Contact the local city hall
and zoning commission for information on regulations regarding
agreement. Ask about any restrictions that may affect the retail operation
and any future planning that could change traffic, such as highway
construction, etc.
3.6 Competition and Neighbours
25
Other area businesses in the proposed location can actually help or hurt
the retail shop. Determine if the types of businesses nearby are
compatible to the business of the proposed store. For example, a high-end
fashion boutique may not be successful next door to a discount variety
store. Place it next to a nail or hair salon and it may do much more
business.
3.7 Location Costs
Besides the base rent, consider all costs involved when choosing a retail
store location.
1. Expenses such as lawn care, building maintenance, utilities and
security and repairs and maintenance of common facilities.
2. If the location is remote, how much additional marketing costs are
needed to communicate to the public
3. The amount of property taxes
It is difficult to estimate sales on a new business, but one way to get help
in determining how much rent you can pay is to find out what sales
similar retail businesses are making and how much rent they're paying.
3.8 Special Considerations
Make a list of any unique characteristic of your business that may need to
be addressed.
a) Will the store require special lighting, fixtures or other hardware
installed?
b) Are restrooms for staff and customers available?
c) Is there adequate fire and police protection for the area?
d) Does the parking lot and building exterior have adequate lighting?
e) Does the building have a canopy that provides shelter if raining?
26
Review Questions:
1. List the factors to consider in deciding a store location?
2. What is an isolated store, unplanned district and planned shopping
centre? List the benefits and problems of each choice.
3. What is a trading area analysis and how you analyse the trading
area for a super market?
4. The type of goods sold also decides the location of a retailer?
Discuss
5. Do you think visibility and accessibility are important for a
retailer? Explain
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Slide 1
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Trading-Area
Analysis
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1
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Slide 2
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9-2
Chap te r Ob je ctive s
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To
To
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To
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To
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2
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Slide 3
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9-3
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3
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Slide 4
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9-4
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Slide 5
9-5
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A trading -are a is a ge og raphic are a
c ontaining the c us tom e rs of a
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Slide 6
9-6
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of
c ons um e r
de m og raphic s and
s oc ioe c onom ic
c harac te ris tic s
Opportunity
to
de te rm ine foc us of
prom otional ac tivitie s
Opportunity
to vie w
m e dia c ove rage
patte rns
___________________________________
As s e s s m e nt of
e ffe c ts of
trading are a ove rlap
As c e rtain
whe the r
c hains c om pe titors will
ope n ne arby
___________________________________
Dis c ove ry
___________________________________
Re vie w
___________________________________
of ide al
num be r of outle ts,
ge og raphic we akne s s e s
of othe r is s ue s
(e.g. trans portation)
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Slide 7
store s
have a be tte r
as s ortm e nt,
prom otion, and
im ag e .
ge ne rate
trading -are as m uc h
larg e r than
c om pe titors.
Its worth the trip !
store s do not
c re ate the ir own
traffic and have no
re al trading -are a of
the ir own.
___________________________________
The s e
s tore s de pe nd
on pe ople who are
drawn to are a for
othe r re as ons .
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Parasite
The y
Dunkin Donuts :
9-7
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Slide 8
9-8
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Department stores
___________________________________
Supermarkets
TRADING
AREAS
___________________________________
Apparel stores
Gift stores
Smallest
___________________________________
Convenience stores
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Slide 9
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Slide 10
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9-10
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Analog Model
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Regression Model
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Gravity Model
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Slide 11
9-11
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Total
dis tribution
Ave rag e
e duc ational
Pe r-c apita
Pe rc e ntag e
of
re s ide nts owning
hom e s
___________________________________
inc om e
le ve l
___________________________________
___________________________________
Oc c upation
dis tribution
___________________________________
Tre nds
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Slide 12
9-12
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Availability of Labor
Managem ent
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Clerical
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Slide 13
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9-13
___________________________________
c os ts
___________________________________
Num be r of
whole s ale rs
Tim e line s s
Availability
Num be r of
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of produc t
line s
m anufac ture rs
Re liability
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of produc t
line s
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9-14
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Economic Base
Dom inant industry
from
econom ic and
seasonal fluctuations
Extent of
diversification
Growth
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Freedom
___________________________________
Availability
of credit
and financial
facilities
projections
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14
9-15
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Competitive Situation
Num ber and
size of
existing com petition
Evaluation
of
com petitor strengths
and weaknesses
Short- and
long -run
___________________________________
outlook
Level
___________________________________
of saturation
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Slide 16
9-16
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and type of
s tore loc ations
Owning
Ac c e s s
Zoning
to
trans portation
___________________________________
___________________________________
ve rs us
le as ing opportunitie s
___________________________________
re s tric tions
Cos ts
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___________________________________
Slide 17
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9-17
Minim um
Lic e ns ing
Zoning
___________________________________
___________________________________
wage s
___________________________________
Ope rations
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Slide 18
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9-18
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Population
Characteristics
Economic Base
Characteristics
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Chapter IV
Retail Marketing Mix
4.1Retail Product:
Whether company manufactures or buys products wholesale, it has to
have a product marketing strategy to get its products into consumers'
hands. Most product marketing strategies begin with an idea or concept,
then move into various stages of development that can include market
testing, setting pricing, training a sales force and executing promotion.
The product marketing strategy is the job of every department in a
corporation from engineering and design to distribution and sales.
However, if a business is to be classed as a retailer, its core
activity, which accounts for almost all of its total revenue has to come
from selling finished products or providing personal services to the final
consumer. Most retailers do not engage in any other primary business
activity, and so the collection of products that they offer to their
customers determines the nature of the business and influences all other
aspects of their business strategy.
4.1.1 Designing a Product Strategy:
1. Target Market: One of the key components of a product marketing
strategy is selecting a target market. The target market is usually a
specific demographic group that can be defined by a certain age range,
socioeconomic status or income. For example, the target market for
fashion products is teen age boys and girls. One has to see the number of
consumers of each category that are visiting the stores and decide on the
product strategy.
34
belief that its retail products are the most innovative in the field, creating
a high demand for its products at the product release date. Branding
products requires using multiple marketing outlets, including radio,
television and social media.
6. Co-Pack Retail Strategy: A co-pack retail strategy occurs when one
choose to sell another company's retail products in business. This allows
using another company's already established product brands to help
generate sales. It eliminates the marketing work of generating product
interest since the other company has already done that. Selling another
company's retail products can be useful in the early days of business to
help generate quick revenue and sustain profitability. You can use this
revenue to slowly begin the process of introducing your own retail
products.
7. Introducing New Products: New retail products often have higher
prices than those products already for sale in the market. When the
business decides to introduce a new product, its initial price may affect
consumer perception of and could drive away potential customers for
other product lines. Being sensitive to the demand of higher and lower
priced products can help business generate sales and consumer interest.
Introducing new products at a lower price can encourage consumers using
lower end products to switch to higher end brands. Once consumers are
using higher end products, there's a decreased chance that they will
switch back to lower end merchandise
36
The retail industry can be extremely competitive and one of the biggest
challenges is managing a stores retail inventory. Businesses need to have
space to store a wide number of products along with a wide variety. If a
retail store does not carry enough of a product, then they are losing
potential customers who will shop elsewhere. Retail inventory is different
from other forms of inventory because of the quantities needed. Retail
chains need warehouses to keep all of their stock and the means to
transport it to their stores. Keeping up with such large quantities can be
difficult for anyone, even with the help of an automated system. To track
a companys products, information technology based retail inventory
management system needs to be successfully implemented.
Merchandising is any practice which contributes to the sale of products
to a retail consumer. At a retail in-store level, merchandising refers to the
variety of products available for sale and the display of those products in
such a way that it stimulates interest and entices customers to make a
purchase.
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Many retail businesses lose money every year because they do not
have a successful inventory management system in place.
2. The process is aimed to Track and manage the entire inventory for
the business and includes, products, supplies, equipment and
spares.
3. It evaluates the performance for productssales and profitability.
Reports can be generated on the sales of product categories on
weekly, monthly and quarterly basis to compare with other product
categories that will help understand the profitability of each
category.
4. It also allows one retail branch to compare with other branches.
5. The process is aimed to plan the inventory levels and facilitate
ordering systems using several control mechanisms.
6. Managing retail inventory involves several characteristics and
steps. One of the most important steps is to make sure that you
always remove products from the system as soon as they are sold.
The same is true for receiving shipments of new stock. Make sure
you record it as quickly as possible.
7. Physical inspections should be regularly performed to make sure
the computerized system is accurate with what is actually in stock.
A physical inspection involves manually looking over the stock to
see that they numbers match.
8. Review sales reports weekly. You want to do this to see what is
selling and what is not. Products that spend more time on the shelf
should be re-evaluated or discounted to get rid of them.
38
39
One of the biggest problems in retail inventory is theft and loss of retail
products. Every time this happens, it adds up to the costs of the business.
40
Preventing inventory theft can be difficult. But with the right system, one
can definitely reduce it:
Make sure the back door has a security alarm system that is
activated
every
time
the
door
is
opened
without
Inspect the garbage every night before it goes out. Use clear
plastic bags so that you can easily see inside the bag and
make sure there is no inventory hidden inside.
Set up security cameras not only in the store but in the back
storage as well. This allows you to keep an eye on items out
on the racks as well as in stock
strategy to use in setting the right price, one must know the costs
associated with the products. Two key elements in factoring product cost
is the cost of goods and the amount of operating expense.
a. The cost of goods includes the amount paid for the product, plus
any shipping or handling expenses.
b. The costs of operating the business, or operating expense, include
overhead, payroll, marketing and office supplies.
Regardless of the pricing strategy used, the retail price of the products
should more than cover the cost of obtaining the goods plus the expenses
related to operating the business. A retailer simply cannot succeed in
business if they continue to sell their products below cost.
4.3.1 Retail Pricing Strategies
Once it is understood what the products actually cost, one can look at
how the competition is pricing their products. Retailers will also need to
examine their channels of distribution and research what the market is
willing to pay. Many pricing strategies exist and each is used based on
particular a set of circumstances. Value-based pricing (VBP) is the most
highly recommended pricing technique by consultants and academics.
The basic concept is setting a price to capture the majority of what
customers are willing to pay.
The more popular pricing strategies to consider are listed below:
1. Mark-up Pricing: Markup on cost can be calculated by adding a
pre-set (often industry standard) profit margin, or percentage, to the
cost of the merchandise. Be sure to keep the initial mark-up high
42
43
44
As a retailer develops the best pricing model for the retail business,
understand that the ideal pricing strategy will depend on more than costs.
It is difficult to say which component of pricing is more important than
another. Just keep in mind, the right product price is the price the
consumer is willing to pay, while providing a profit to the retailer.
4.4 Planning a Retail Promotional Strategy
Promotion is one of the marketing mix elements that aim to communicate
and motivate the consumer to buy the product. Retail promotion strategy
is aimed to encourage the consumer to visit the store and buy the
merchandise.
Promotional Objectives: The following are the objectives of promotion:
1. Increase sales
2. Stimulate impulse and reminder buying
3. Raise customer traffic
4. Get leads for sales personnel-market feedback to plan future
orders
5. Reinforce the retailer image
6. Inform customers about goods and services
7. Popularize new stores and Web sites
8. Enhance customer relations
9. Maintain customer loyalty
10.Have consumers pass along positive information to friends
and others
4.4.1 Promotion Mix: The following are various types of promotion
available to retailer in order to achieve the objectives.
1. Publicity: Publicity Any non-personal form of public relations
whereby messages are transmitted through mass media, the time or space
45
b)
c)
d)
e)
Disadvantages
a)
b)
c)
d)
Advantages
Disadvantages
Less waste
Better response
Immediate feedback
Disadvantages
High costs
Advantages
Eye-catching appeal
47
Disadvantages
Difficult to terminate
Used as a supplement
Review Questions:
48
Chapter V
Store Layout & Design
5.1 Store Layout Designs:
A Well-planned retail store layout allows a retailer to maximize the sales
for each square foot of the allocated selling space within the store. Store
layouts generally show the size and location of each department, any
permanent structures, fixture locations and customer traffic patterns.
Each floor plan and store layout will depend on the type of products sold,
the building location and how much the business can afford to put into
the overall store design.
1.
The straight floor plan is an excellent store layout for most any
type of retail store. It makes use of the walls and fixtures to create
small spaces within the retail store. The straight floor plan is one of
the most economical store designs
2.
49
3.
The angular floor plan is best used for high-end specialty stores.
The curves and angles of fixtures and walls makes for a more
expensive store design. However, the soft angles create better
traffic flow throughout the retail store.
4.
50
5.
51
interchangeable store fixtures and retail display systems to keep the store
interesting and appealing. The following are the features of a good design
of store fixtures:
Win customers by using retail display systems that are customer
friendly: in other words, harness the powerful psychology of
shopping.
In fact, a great number of people consider shopping a relaxing
leisure activity or even their hobby.
Retailers in general have an eager audience that is ready and
willing to buy its products but, they also have significant
competition and so they must win the attention of their potential
customers.
Do not use out of fashion or out of model store fixtures to capture
the attention of today's shoppers
Choose retail displays and fixtures that are uniquely suited to target
market.
Design space using retail display systems that make it easy for
customers to keep shopping.
53
Take a look at the flow of traffic to the store. Are there any areas that are
a focal point for customers?
Find out from local community, there may be creative individuals
or visual merchandising companies one can hire to dress the windows.
55
Slide 1
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Integrating and
Controlling the
Retail Strategy
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RETAIL
MANAGEMENT:
A STRATEGIC
APPROACH
11th Edition
BERMAN
___________________________________
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EVANS
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20-1
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Slide 2
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Performance Measures
Total sales
Average sales per
store
Sales by goods/
service category
Sales per square foot
Gross margins
Gross margin return
on investment
Operating income
Inventory turnover
Markdown
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___________________________________
percentages
Employee turnover
Financial ratios
___________________________________
Profitability
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Slide 3
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Slide 4
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Utilizing Gap Analysis
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Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice Hall
20-4
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Slide 5
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Minimizing Gaps
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Customer insight
Customer profiling
Customer life cycle
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Implementation
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Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice Hall
20-5
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Slide 6
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Management Audit Form for Small Retailers
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Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice Hall
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20-6
57
Slide 7
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58