RETAIL BRAND COMMUNICATION

Retail Communication mix: Out-of-store communications Advertising. Direct marketing communications. In-store communications Store design. Visual Merchandising. Employees.

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STORE DESIGN Be consistent with image and strategy Positively influence consumer behavior Consider costs versus value Be flexible Recognize the needs of the disabled (Universal Design philosophy)

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STORE-RELATED BEHAVIOR
Store contact

Involves the consumer locating, traveling to, and entering a store (the shopping experience does not start in the store!) The landing strip or the decompression zone

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STORE-RELATED BEHAVIOR Store movement

Patterns of movement within a store

Despite situational variables (individual differences, temporal variables, consumer motives, etc.) general patterns can be detected Shopping highways and byways

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TOUCH POINTS OF STORE DESIGN

Exterior
Attracting customers;

Interior
Communicating the brand personality;

Lighting
Dramatising the merchandise;

Layout
Navigating through the store;

Fixtures
Showing the merchandise.

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EXTERIOR PLANING
Storefront Store entrances Display windows Exterior building height Surrounding stores and area Parking facilities

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STORE ENTERANCES How many entrances are needed? What type of entrance is best? How should the walkway be designed?

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WINDOWS
Closed Back Window

Open Back Window

Straight Front Window Angled Front Window

Arcade Front Window

Corner Window

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TYPES OF WINDOW DISPLAYS Promotional promote the sale of one or more items by using special lighting and /or props.
Skiwear with fake snow for accents

Institutional promote store image rather than specific items.

Designed to build customer good will, show that the business is interested in the community

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Fendi

Oasis

Burberry

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Zara

STORE INTERIOR
Landing Area Flooring Colors Lighting Scents Sounds Store fixtures Wall textures Temperature Aisle space

Dressing facilities Vertical transportation (elevator, escalator, stairs) Dead areas Personnel Merchandise Store cleanliness

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