BMGT353 Chapter 18

BMGT353 Chapter 18 - BMGT353 Chapter 18 Store Layout Design...

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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 specialists at the retailer’s 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 retailer’s brand image OBJECTIVES OF STORE DESIGNS: Implement the retailer’s strategy o Design must be consistent with and reinforce the retailer’s strategy by meeting the needs of the target market and building a sustainable competitive advantage Influence customer buying behavior o
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