Factors Affecting Store Image and Design

EXPLAIN WHICH FACTORS CAN AFFECT STORE IMAGE, DESIGN AND OPERATION COMMITMENT:

It's people’s desire to maintain consistency with previous deeds or choices. Once they have made a decision, they tend to move ahead automatically, convinced that they have made the right choice. SOCIAL PROOF: It's a factor of influence rooted in the maxim “if everybody’s doing it, it must be okay.” Aside from word-of-mouth advertising, a store can convey a message of social proof by attracting people into or in front of the store. AUTHORITY: People do many things simply because they are directed by an authority figure to do so, and store merchants often rely on this principle to sell their products. High-end items, such as jewelry, artwork, and rare collectibles, are often sold to relatively unknowledgeable customers by the “expert salesperson” method.

What are the advantages of having a free design?

It enhances the atmosphere of the store and the shopping experience of the customer; the store looks less sterile and more interesting. Shoppers are encouraged and more likely to browse the merchandise. Customers feel less rushed and thus are more likely to make unplanned purchases.

Which are the 4 plannings of the store layout?

Counter store, forced-path layout, grid layout and free form layout (boutique layout, star layout, arena layout and different layouts can also be combined).

How is the space on the shelves divided into vertical zones?

Shelf space is divided into 4 vertical zones:

• Stretch level: This is one of the less valuable shelf zones as it receives relatively little attention by shoppers. Only lightweight products should be placed in this zone.
• Eye level: Products at this level receive more attention and tend to sell significantly better. This level is the ideal for placing products with high profit margin.
• Touch level: Products at this level receive less attention than eye level. It is still a desirable zone for placing high profit products.
• Stoop level: Shoppers don't like or may be unable to bend down. This level is where low margin merchandise and heavy products are placed.

TRUE OR FALSE:

1. The transition zone isn't a great place to high-margin products or important information. T
2. Customers walk counterclockwise because in many countries they drive on the right-hand side of the road. T
3. Stores using arena layout doesn't look as amphitheaters. F
4. Generic products will be situated in the ankle level. T
5. Shoppers scan the shelves first vertical for merchandise groups and then horizontal for specific brands or products. F

YOU MUST LIST THE THREE POSSIBILITIES FOR DESIGN A STOREFRONT :

Standard Front: The entrance is on the same level as the rest of the storefront. Usually, the entrance door is enclosed by shopping windows. Open front: Stores in a shopping mall have the option of having no physical storefront. An open storefront entrance has the advantage of attracting more customers because there is no door that can act as a psychological barrier. Recessed front: To attract customers on a shopping street, a recessed front can be used. Shoppers will be able to have a detailed look at the windows without being confronted with the traffic flow of pedestrians of the street.

Why do you think that the good signage is important in a shop?

Because is the first image/sensation/feeling that arrives to you. It depends on how you get that feeling to get in or just ignore it and don't go in.

What to do to make attractive the store entrance?

• clearly indicate where to enter
• make the entrance free of the barriers
• welcome the shopper

If a store has two or more doors, it is necessary treating all entrances as equally important.