RMG 200 Chapter Notes - Chapter 6: Digital Signage, Visual Merchandising, Aisle

• School: Ryerson University
• Department: Retail Management
• Course: RMG 200
• Professor: Brent Bar

Document Summary

Chapter 6 | store design, layout, and visual merchandising strategy. To meet the first objective, retail managers must define the target customer and then design a store that complements customers" needs. Second design objective of building loyalty and influencing customer decisions, retailers concentrate on store layout and space-planning issues. Utilitarian benefit - a motivation for shopping in which consumers accomplish a specific task, such as buying a suit for a job interview. Hedonic benefit - shopping for pleasure, entertainment, and/or to achieve an emotional or recreational experience. A third design objective is to increase sales made to customers on a visit. Store design has a substantial impact on which products customers buy, how long they stay in the store, and how much they spend during a visit. Consistent with any retail decision, the fourth design objective is to consider the costs associated with each store design element versus the value received in terms of higher sales and profits.