RMG 200 Lecture Notes - Lecture 4: Site Analysis, Food Court, Brand Loyalty
9 Feb 2019
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Week 4 - retail location & store layout. A contiguous geographic area that accounts for the majority of a store"s sales and customers. Customers who occasionally shop at the store or shopping centre. A store that does not create its own traffic and whose trade area is determined by the dominant retailer. Purchase products in an efficient and timely manner with minimum hassle. Offering customers an entertaining and enjoyable shopping experience. Store design has a substantial effect on which products customers buy, how long they stay in the store, and how much they spend during a visit. Direction often moves counter-clockwise (right-to-left) because we read left-to-right. Does not encourage customers to explore the store. Customers are forced to move in a certain path. Loop with a major aisle that has access to departments. Provide different viewing angles and encourage exploration, impulse buying. Provides an intimate, relaxing environment that facilitates shopping and browsing. Used in specialty stores and upscale department stores.
