Retail Environments Final Exam 04 23 2014 Environment Behavior Theory Behavior person environment o Behavior physical social cognitive emotional o Person age culture personality gender norms abilities size o Environment architecture furniture fixtures arrangement materials color lighting web design o Behavior is a function of the person and the environment Approach Avoidance Theory Approach Experiencing pleasure for an environment and wanting to stay increased preference liking evaluation exploration motivation at task and desire to affiliate and cooperate It involves o 1 Pleasure feel good joyful happy satisfied o 2 Arousal alert active excited stimulated o 3 Dominance control and submissiveness Avoidance Experiencing negative feelings toward about an environment and wanting to leave disliking causing stress un motivated causing one to withdrawal Brand set of mental associations sum of that reside in people s heads 4 Pillars of building a brand o Differentiation what makes your brand image unique o Relevance How appropriate important is the difference to the audience you wish to reach o Esteem how well regarded is your brand image in the marketplace o Knowledge how well do consumers know and understand your brand Branding Signal Mapping Journey Tangible process of creating and managing the signals that transmit a brand idea The development of a brand is like a journey o Customers travel from interaction to interaction picking up the brand idea signal by signal o The customer s journey morphs into their perception of the store s brand image o A map of interaction points Branding signals are environmental cues things that actually exists in the space visual scent sound etc Brand Soul Is something that represents the overall essence of the company Sacred Cow is something usually visual that is so imperative to your brand that you would never change this aspect of the company Psychographic Demographic Demographics gender age anthropometrics family structure income occupation social class race ethnicity geographic location o Big 3 American subcultures African American Hispanic American Asian American Psychographics lifestyle personality attitudes values o Lifestyle The way we live spend time money constantly changing and evolving Hedonic Utilitarian Experiential Retail Model Utilitarian Cognitive rational functional logical thinking problem solving Products are objects What is gained from the product s physical properties or technical Hedonic Emotional expressive multi sensory experiences Products are subjective entities What kind of feelings fantasies fun can the product evoke Performance Marketing Segmentation Generational Gender etc Market Segmentation Strategy Targeting a brand only to specific groups of consumers rather than to everybody even if it means that other consumers who don t belong to this target market aren t attracted to that product Generations o Grey Market Most literate read detailed information most ignored by retailers have money and time to shop o Baby Boomers competitive started the workaholic trend team oriented but self focused rebellious rock and roll Woodstock Free spirited o Generation X the ignored generation independent practical work with you not for you no nonsense fast solutions reshape politics college debt cynical o Millennials Generation Y sunshine generation digital generation sociable optimistic inclusive impatient high expectations go getters social networks drives buying decision emails are for old people demand respect Product Interaction Consumer Behavior Consumers like Touch products before they buy Look at themselves in mirrors Feel like they have discovered something Customers like to talk to others Like being recognized and treated special A good bargain Seating shows a store cares about their customers SWOT Strengths Features of the store website print material that make the customer want to approach and purchase Weaknesses Features of the store website print material that make the customer want to avoid and not purchase Opportunities Features that could be added to the store website print material that would increase the customers desire to approach Those things that don t exist in the market yet Threats Usually based on events outside of the store that could affect sales external factors like economy weather etc ADA Universal Design Universal Design it is the design of products and spaces that Can be easily used by people of all ages and abilities Makes like easier safer more comfortable Is attractive and invisible Americans w Disabilities Act Took effect in 1992 Part of Civil Rights Act Covers four areas employment public service and transportation public accommodations telecommunications Intent Provide persons w disabilities accommodations and access equal to or similar to that available to the general public REQUIRED o 1 Accessible entrances toilet room elevators telephones parking and other features o 2 Service counter useable by customers and employees in wheelchairs o 3 At least one check out aisle with ample passage and counter no higher than 36 o 4 Entrance and Exits must be free of devices which obstruct access or egress o 5 Clear passages and aisles as required for easy maneuvering REVIEW MEASUREMENTS Elements Principles ELEMENTS 1 Line o vertical formal traditional stable reserved secure confident o Horizontal informal passive restful willing to explore o Diagonal active movement distracting restless insecure o Curved warm graceful soft frivolous comfortable playful active feminine 2 Space o positive enclosing active complex warm more active social o negative open passive simple cool restrained calm 3 Shape 2D flat passive perception of more space 4 Form 3D volume active perception of less space invites movement stable 5 Texture tactile actual vs visual implied o rough informal warm enclosed soft secure comfortable o smooth formal cool open hard less comfortable relaxed stimulated alert 6 Light Vary by intensity number of sources and color of light o Dimmer yellow filters informal warm enclosed casual secure comfortable relaxed o Brighter white blue formal cool open hard less comfortable stimulated alert not good for dressing rooms 7 Color The visible light spectrum of wavelengths radiating from a light source or reflected off a surface o Hue Warm enclosing informal comfortable slower pace Cool expanding formal refreshing quicker pace sophisticated o Intensity High Visually active direct attention stimulating increased
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