chapter 17: store layout, design and visual merchandising

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cluster complimentary merchandise next to each other, (shirts and ties) (seafood and wine) (paint and brushes)

adjacencies

ada

american with disability act

identifies types of products and located near the goods

category sinage

have a peaceful, gentle, calming effect

cool colors

red=lucky

culturally lucky

back left hand corner of the store

demand/destination merchandise

visual content delivered digitally through a centrally managed network and displayed on an LCD screen

digital signage

natural organic

earth tones

highly visible areas

end aisle, displays

fixtures and aisles arranged asymmetriclly, provided an intimate, relaxing environment, small store experience, inefficient use of space...more susceptible to shoplifting

free-form layout

used in specialty store and upscale department stores

free-form layout

easy to locate merchandise, does not encourage customers to explore the store, allows more merchandise to be displayed, cost efficient

grid layout

used in grocery, discount and drug stores

grid layout

types of store layouts

grid, racetrack, free form

prime locations for merchandise

high trafficked areas and highly visible areas

near heavily trafficked areas

impulse merchandise

creates moods that encourage customers to shop. reinforces retailer image

lifestyle image

store atmosphere

lighting, music, scent, color

identifies the location of merchandise and guides customer

location sinage

use of single and graphics

location, category sinage, promotional sing, point of sale, lifestyle image

store design must

meet the needs of TARGET MARKET, builds a sustainable competitive advantage, displays the store's image

diagram that shows how and where specific skis should be placed on retail shelves or displays to increase customer purchases and maximize category profit. category management tool.

planogram

near merchandise with prices and product information

point of sale

fun young energy

primary colors

relates to specific offers, sometimes in windows

promotional signage

loop with a major aisle that has access to departments, draws customers around the store, provide different viewing angles and encourage exploration, impulse buying

racetrack

used in department stores such as pennys, and kohls

racetrack

lightly trafficked areas (dinner china, women's lingerie)

speical merchandise

high trafficked areas

store entrance, near checkout counter

encourage customer exploration and help customers move through the stores. provides interesting design elements

store layout

visual merchandising fixtures

straight rack, four way, gondoloas

true or false: 50% of women get their ideas for clothes from store displays or window shopping. idea-orientation presentation

true

true or false: store design has a substantial effect on which products customers buy, how long they stay in the store nd how much they spend during a visit

true

true or false: the design of an environment through visual communications, lighting, colors, music and scent to stimulate customers' perceptual and emotional response and ultimately to affect their purchase behavior.

true

true or false: the primary objective of store design is implementing the retailers strategy

true

true or false: the space within a stroes and on the stores shelves or fixtures is a scare resource

true

presentation of a store and its merchandise in ways that will attract the attention of potential customers

visual merchandising

produce emotional vibrant, hot and active responses

warm colors


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