Retailing CH 17
Identify an approach used by retailers to increase traffic in the core area of their stores.
Altering the straight aisles to form a zig-zag pattern
The ______ Act protects people with disabilities from discrimination in employment, transportation, public accommodations, telecommunications, and activities of state and local governments. Multiple choice question.
Americans with Disabilities
Identify the true statement about allocating merchandise in stores.
Categories that require large amounts of floor space are often located in less desirable locations.
What two alternative names are used to describe cash wraps?
Checkout areas POP counters
What type of environment would suit a customer who is shopping for fun?
Complex environment with invigorating smells
Why do retailers try to keep the decompression zone in stores free of merchandise, displays, and signage?
Customers are not prepared to evaluate merchandise or make purchase decisions in the decompression zone.
Why do specialty store retailers place more emphasis on providing hedonic benefits and encouraging exploration than on making it easy to find merchandise?
Customers shopping for specialty goods are more likely to spend time in the store browsing, comparing, and talking with the salesperson.
Because the merchandise mix changes frequently, retailers must be able to incorporate which design consideration in order to better compete?
Flexibility
Which of the following is TRUE of freestanding displays in stores?
Freestanding displays often display and store the newest, most exciting merchandise in a particular department.
Which of the following is true of signage or graphics used in stores?
Graphics and signage can reinforce a store's image.
Identify the true statement about space management in stores.
Gross margin per square foot considers the contribution generated by the merchandise, not just the sales.
What type of merchandise would a customer find at a cash wrap?
Gum or candy
Identify the reason why impulse purchases are almost always located near the front of multilevel stores.
In multilevel stores, a retail space's value decreases the farther it is from the entry-level floor.
Identify the accurate statement about grid layouts.
In these layouts, the cost of the fixtures is low because the fixtures are generally standardized.
Why does the design of a store have long-term effects on building customer loyalty toward the retailer?
It enhances a retailer's brand image and encourages repeat visits
The most common technique of organizing stock is to organize it by
Item
Select from the following all the elements of a store's exterior.
Landscaping Parking lots Store signage Store windows
Identify the reason why only the length, or the linear dimension sales per linear foot, is used to assess space productivity in supermarkets. Multiple choice question.
Most merchandise in supermarkets is displayed on shelves that have approximately the same width.
Which of the following statements is TRUE regarding music as an atmospheric?
Music can either add to or detract from a retailer's total atmospheric package.
Why do retailers often place products that almost everyone buys in the back left-hand corner of their stores?
Placing these products in this location pulls customers through the store, increasing the visibility of other products along the way.
Why do retailers attempt to design their stores in a manner that motivates unplanned purchases?
Purchase decisions are greatly influenced by what products customers see during their visit.
Which of the following statements is true of store design objectives?
Retailers often make trade-offs between stimulating impulse purchases and making it easy to buy products.
Select from the following the two commonly used measures of space productivity.
Sales per linear foot Sales per square foot
Identify the true statement about atmospheric elements.
Smell in conjunction with music can increase customers' satisfaction with the shopping experience.
Identify the reason why grid layouts used in stores do not encourage customers to make unplanned purchases. Multiple choice question.
Stores using these layouts do not expose customers to a lot of merchandise in the center of the store.
Identify the TRUE statement about the 1990 Americans with Disabilities Act.
The act calls for stores built after 1993 to be fully accessible.
Why do retailers use end caps in stores to display higher-margin, impulse merchandise?
The end caps have high visibility in stores.
Identify the TRUE statement about store designs.
The objective of store design is to increase the sales made to customers on any particular visit.
Identify the true statement about signs used in retail stores.
The signs in stores are hung typically from the ceiling to enhance their visibility.
Why do store designers attempt to design stores with maximum flexibility?
The space allocated to merchandise categories and the layout of the store change along with the changes in the merchandise mix.
Why do retailers display some of their most compelling merchandise in the strike zone of their stores?
The strike zone creates the customer's first impression of the store's offering.
Supermarkets typically display merchandise on four shelves. Identify the reason why the third shelf from the floor in supermarkets displays the most profitable merchandise? Multiple choice question.
The third shelf is at the eye level for adults and attracts the most attention.
What is the benefit of offering a wide selection of low-profitability items in a supermarket?
The variety will attract customers who will spend more money in other areas of the store.
Identify an advantage of grid layouts used in the design of retail stores.
There's less wasted space with the grid layout than with other layouts.
Why is the grid layout, used in store designs, well suited for customers who are primarily interested in the utilitarian benefits offered by the store?
These customers are not interested in the hedonic benefits provided by a visually exciting design.
Why is the grid layout, used in-store designs, well suited for customers who are primarily interested in the utilitarian benefits offered by the store
These customers are not interested in the hedonic benefits provided by a visually exciting design.
Identify a disadvantage of grid layouts used in the design of retail stores.
These layouts have tall shelves that limit customers' line of sight to only the products displayed in the aisle they are in.
Why should customer service areas in department stores be located in lightly trafficked areas of the store?
They are demand or destination areas.
Mannequins serve which three purposes in stores?
They can help personify a brand. They offer an image that encourages shoppers to buy products. They push customers to enter stores.
True or false: Visual merchandising appeals to the sensory aspects of a store's environment.
True
Customers are likely to face reduced item selection and little to no entertainment in which type of store?
a small store
Impulse products
are products that consumers purchase without planning
Supermarkets typically display merchandise on four shelves. Heavy, bulky items are stocked on the ______ for safety reasons.
bottom shelf
A free-form layout is also known as a
boutique layout
A rounder is also called a
bulk fixture
A _________ is a round fixture that sits on a pedestal
capacity fixture
Customers enter a store and see that there are no displays, merchandise, and signage close to the entrance of the store. This gives them enough time to gather their thoughts before they decide to browse through the merchandise in the store. In this scenario, the area free from displays, merchandise and signage is called the ______.
decompression zone
Grid, racetrack, and free-from are terms used to describe how retailers
design store layouts
Displays located at the end of an aisle in stores using a grid layout are called _______ __________-
end cap
Which of the following is not a feature area of a store?
entrances and exits
Areas within a store that are designed to get customers' attention are called ________ area s
feature
Areas within a store that are designed to get customers' attention are called ____________ areas.
feature
A ______ has two crossbars that sit perpendicular on a pedestal.
feature fixture
Which are advantages for retailers when they choose to operate from small spaces?
fewer employees lower payroll costs access to new markets
In addition to displaying merchandise, ____________ can define areas of a store and direct traffic flow.
fixtures
The primary purposes of ______ are to efficiently hold and display merchandise.
fixtures
A feature fixture is also known as a
four way fixture
A ______ layout arranges fixtures and aisles in an asymmetric pattern.
free-form
Fixtures that are located on aisles and designed primarily to attract customer's attention and bring them into a department are called _______ displays
freestanding
All of the following are included in a store's exterior EXCEPT
freestanding store displays
The ______ has parallel aisles with merchandise on shelves on both sides of the aisles. Cash registers are located at the entrances/exits of the stores. Multiple choice question.
grid layout
Which type of store would be least likely to use bright, energy-efficient lighting?
high end boutique
All of the following are store layout designs EXCEPT the
horizontal layout
Which of the following is a presentation technique used by retailers that is based on a specific message of a store?
ideal -oriented presentation
in a ________ ___________ presentation, individual items are grouped to show customers how the items could be used and combined.
ideal oriented
The primary objective for store design is to
implement the retailer's strategy
Retailers often put complementary categories next to each other to encourage ___________ purchases.
impulse
The decompression zone
is the area located in first 10 feet of the store
Grocery stores, hardware stores and drugstores organize their merchandise by
item
A store's design must be consistent with and reinforce the retailer's strategy and meet the needs of
its target market
Which of the following helps retailers set the mood in their stores?
lighting
The racetrack layout is also known as a ______ layout.
loop
The racetrack layout is also known as a _________ layout
loop
How do retailers increase the probability of customers making unplanned purchases?
making customers walk down more aisles in the stores
A ______ is a life-sized representation of the human body used for displaying apparel.
mannequin
Identify an atmospheric element that can be easily changed.
music
What is it called when a supermarket allocates extra shelf space to products with lower profitability in order to attract customers?
overallocation
A ______ is a diagram that shows how and where specific stock-keeping units should be placed on retail shelves or displays to increase customer purchases. Multiple choice question.
planogram
______ are useful for merchandise that doesn't fit nicely on shelves in supermarkets or discount stores.
planograms
A retailer organizes its collection of women's handbags into three groups selling for $29, $59, and $89. This is an example of ______.
price lining
______ is the process in which retailers offer a limited number of predetermined price points and price categories within another classification. Multiple choice question.
price lining
Stores like Home Depot or Lowe's usually have a __________ area dedicated to selling seasonal items such as lawn and garden products during the summer, or Christmas decorations during the holiday season.
promotional
At Christmastime or near Valentine's day, drugstores, like Walgreens, usually have one aisle that carries merchandise related to that holiday. These aisles are called Blank______. Multiple choice question.
promotional areas
Utilitarian benefits enables customers to
purchase products in an efficient manner
The ______ layout is a store layout that provides a major aisle that loops around the store to guide customer traffic around different departments within the store. Multiple choice question.
racetrack
Demand/destination merchandise
refers to the products that customers have decided to buy before entering the store
Supermarkets typically measure space productivity based on
sales per linear foot
Apparel retailers typically measure space productivity based on
sales per square foot
Which element improves customers' subjective shopping experience by making them feel that they are spending less time examining merchandise, waiting for sales help, or checking out?
scents
A long pipe balanced between supports in the floor or attached to a wall is a ______ and is often found in discount and off-price apparel stores. Multiple choice question.
straight rack
The ______ consists of a long pipe balanced between supports in the floor or attached to a wall.
straight rack
Atmospherics refers to ________
the design of an environment by stimulation of the five senses
True or false: Some merchandise categories involve a buying process that is best accomplished in a lightly trafficked area.
true
True or false: Store design and visual merchandising are elements of a retailer's communication mix.
true
Store design provides ______ when it enables customers to locate and purchase products in an efficient and timely manner with minimum hassle.
utilitarian benefits
in __________ ____________ merchandise is presented vertically using walls and high gondolas. (Enter one word in each blank)
vertical merchandise
The presentation of a store and its merchandise in ways that will attract the attention of potential customers is referred to as _______ merchandising
visual
From the following colors, ______ typically has a peaceful, gentle, calming effect and appears to induce abstract thinking, leading customers to view products more favorably.
white
______ displays draw customers into the store and provide a visual message about the type of merchandise offered in the store and the type of image the store wants to portray.
window
_____ are an effective tool for building the store image, particularly with new customers who are unfamiliar with the store.
window displays
