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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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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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EXAMPLES
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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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EXAMPLES
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WINDOWS
Closed Back 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
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EXAMPLES
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EXAMPLES
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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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EXAMPLES
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EXAMPLES
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EXAMPLES
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EXAMPLES
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EXAMPLES
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EXAMPLES
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