Retail Management

1. Retail store design-retailing image
• Retailing image mix--- Needs differ c2c so each retailer
strategically plans a mix of elements to match the needs- both
physical and emotional, of his customer mix. Elements r-
• 1-employee type and density-- specialty store like sari store
requires high density of sales persons, approx-1/100sft ,to cater
women, also knowing local language, education no bar.
Contrary large dept store requires approx 1/400 sft, Well
educated and suitably dressed.
• 2-Merchandise type and density-super mkt is very dense,
average abt 8000 pieces/100sft,wherras dept store stock
750/100sft,furniture outlet or designer wear have low density to
make merchandise appear exclusive.
• 3-fixture type and density-fixtures compliment the value of
merchandise. jewelry store uses expensive wood work and
marbles-granites whereas sport outlet uses metal and plastics.
Density of fixtures i.e. no of fixtures /100sft complimenting
density of merchandise as it has big impact on convenience of
shopping.

2. • Store façade-
• An imposing appearance concealing something inferior.
• It is façade makes customer to decide whether to enter
or not. lasting impression in customers mind.
• Combination of elements- 1-design, 2-ambience, 3-
merchandise, 4- service offerings.5-security guards in
uniforms if greeter not policing look. All together provides
“retail identity”
• Retailer ask himself Q-what Facade tell C ?,does it
provides distinct identity? Does it have distinguishable
features to set it apart from others in the category? Is the
façade in tune with the understanding of the target profile
of Cust.
• Helps in -1-invites C silently,2-makes it memorable, 3-
creates TOM,awareness,4-conveys what is in store,5-
• E.g.-MacDonald's M emblem in yellow color, Bata shop
sign boards, reliance petrol pumps in green. etc
• Problems in creating facades- tailor-made /exclusive
creation of real estates for retail stores

3. • 4-Sound type and density- soft instrumentals for jewelry and
cosmetics ,contrary casuals /fashion wear complimented by
contemporary sound tracks from new bands.
• 5-Odor type and density-like sound, odor also creates +/-
impacts on store atmosphere. fresh coffee beans and flower
add to shopping experience in department stores, contrary
cigarette smoke can b repellant.
• 6-visual type and factors- overall store presentation thru
suitable designs, displays, and visual merchandising,yelow
color shades compliment jewelry, impulse purchase of fmcg
products r triggered thru warm –bright colors like red /yellow
colors ,daylight –natural colors good for garments,
• Space mix- staple + convenience + impulse merchandise.
Staple goods r core usp items of store, abt 55% space
occupied of total store offering, shirts and trousers form a staple
merchandise of dept store, for supertmkt grains and sugar etc
is stalpe,Convnience goods-abt 30% like thru ensuring
conversions. Impulse constitute 15% ear entrance /exits.
space mix provides merchandise promotion+profit+customer
delight.