The selling environment

The selling environment

1. The importance of in-store experience

   • Store formats
     • Chain store
     • Independent store
     • Franchise
     • Concession
   • Physical stores are still the most popular way to shop
     • Most retailer have physical store
     • 69% still shop ion the high street
     • Try products on and experience the service
     • Experiencing a decline
       • Fight back
         • Price
         • Assortment Choice
         • Excitement and experience
         • Convenience

2. In-store experience

   • Reason
     • by 2020 experience will overtake products
     • Millennials are spending on experience rather than product
     • Digital is overtake the marketplace; social experience
   • Go
     • Enjoyment
     • try on
     • Family or friends time
     • physical product arouse interests
     • Sales assistants
   • Don't go
     • Extra fee: parking
     • Long queue
     • Don't get inspiration
   • Improve
     • Quicker Payment
       • Ipad
     • Smart fitting room
       • Magic mirror
     • Dining
       • Store event and beauty service
   • Customer behaviour
     • Time and money they spend
     • Sales increased after the remodeling effort
     • New customers higher than existing customers

3. Store design and atmospherics

   • Product range and the outlet work in harmony can reinforced positioning strategy
   • Layout
     • Grid(Tesco)
     • Freeform(Topshop)
     • Boutique(Selfridges)
     • Guided(IKEA)
   • Doubling the shelf space would increase sales by 20%
   • Consumer behaviour
     • 58% good source of inspiration
     • impact on sales
   • Visual merchandising
     • Windows and selling floor
     • Appearance is the primary feature
   • Dimensions of retail atmospherics
     • Olfactory
       • Scent
       • Freshness
     • Visual
       • Colour
       • Brightness
       • Size
       • Shapes
     • Tactile
       • Softness
       • Smoothness
       • Temperature
     • Aural
       • Volume
       • Pitch
       • Tempo
     • SOR
       • Stimulus-Organism-Response
       • Environmental stimuli
         • Emotional states: pleasure arousal
           • Approach or avoidance responses

4. Pop up store

   • Gain brand recognitionsor as a "trial run"
   • Temporary-general characteristics
     • discovery-driven, engage with the brand
     • Limited period
     • Promoting a brand or product line