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Unformatted text preview: BMGT353 Chapter 18 Store Layout, Design, and Visual Merchandising * A single message at the entrance is the most effective approach for creating a positive store image * Using lighting, signage, displays, and aisles, the design creates destinations and guides customers down a path * Use design elements to relate the merchandise and services offered to their own needs * Store managers are responsible for implementing the design and visual merchandising developed by spets at the retailers corporate headquarters. The adapt the prototype plans to the unique characteristics of their store * Store design plays an important role in creating and reinforcing a retailers brand image OBJECTIVES OF STORE DESIGNS: Implement the retailers strategy o Design must be consistent with and reinforce the retailers strategy by meeting the needs of the target market and building a sustainable competitive advantage Influence customer buying behavior o Attract customers to the store; enable them to locate merchandise of interest easily; motivate them to make...
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This note was uploaded on 12/06/2010 for the course BMGT 353 taught by Professor Staff during the Fall '08 term at Maryland.
- Fall '08