DISPLAYS

Displays: individual and notable physical presentation of merchandise. Displays are intended to:
Stimulate product interest Provide information Suggest merchandise coordination Generate traffic flow Remind customers of planned purchases Create additional sales of impulse items Enhance the stores visual image

INTERIOR DISPLAYS
Locations for interior displays:
Just in the entrance Entrance to department Near cash/wrap Next to related items Across from elevators and escalators Ends of aisles

COMPONENTS OF DISPLAYS
Merchandise Lighting Props Signage

MERCHANDISE
More interesting if in odd numbers
Groups:
One-category, or line-of-goods Related groupings: go together or reinforce each other Theme groupings: event, holiday, etc. Variety or assortment groupings: collection of unrelated items all sold at the same store.

LIGHTING
Used to direct customers attention to the display
Use more light for dark colors, less light for light colors Beamspread; the diameter of the circle of light Beamspread techniques:
Floodlighting: recessed ceiling lights to direct light over an entire wide display area Spotlighting: focuses attention on specific areas or targeted items of merchandise Pinpointing: focuses a narrow beam of light on a specific item

PROPS
Objects added that support the theme of the display.
Functional Props: used to physically support the merchandise. (mannequins, stands, panels, screens, etc) Decorative Props: used to establish a mood or an attractive setting for the merchandise being featured (ex: mirrors, flowers, seashells, surfboards, etc) Structural Props: used to support functional and decorative props and change the physical makeup of displays. (boxes, rods, stands, stairways, etc)

SIGNAGE
Includes individual letters and complete signs. Often on some kind of holder. Can tell a story about the goods. Should try to answer customers questions. Should be informative and concise. Can include prices, sizes, department location.

WINDOW DISPLAYS
Seen from outside of the store. First contact with the customer. Can have a series of windows. Advantages of Window Displays:
Establish and maintain an image Arouse curiosity Expensive to design and maintain Requires space Merchandise can get ruined (sun ,etc) Glare

Disadvantages of Window Displays:

TYPES OF WINDOW DISPLAYS

Enclosed windows: have a full background and sides that completely separate the interior of the store from the display window.
Ramped windows: floor is higher in back than in front Elevated windows: from 1 to 3 feet higher than sidewalk Shadowbox windows: small, boxlike display windows

TYPES OF WINDOW DISPLAYS

Semi-closed windows: have a partial background that shuts out some of the store interior from those viewing the window Open Windows: have no background panel and the entire store is visible to people walking by Island windows: four-sided display windows that stand alone, often in lobbies.

Interior Displays:
They are part of the general store interior.
Displays generate 1 out of 4 sales. They enable the customer to make a selection without personal assistance

5 Kinds of Interior Displays:

1.Closed Displays 2.Open Displays 3.Architectural Display 4.Point-of-Purchase 5.Store Decorations

Closed Displays:
Look but dont touch
Require sales person assistance Expensive or fragile merchandise Jewelry cases

Open Display:
Handle merchandise without a salesperson Self-service
Used for most clothing

Architectural Display:
Actual room setting
Furniture

Point-of-Purchase:
Promote impulse buying
Items at the register
Batteries Candy Magazines

Store Decorations:
Decorations for holidays such as Christmas, Halloween and Valentines Day

Store Location
Define Store: A store is place , real or virtual , where the shoppers comes to buy goods & services. The sales transaction occurs at this junction. The location of retail store has for along time been considered the most important P in retailing. Locating the retail store in the right place was considered to be adequate for success.

 Location becomes a critical decision for a retailer for several reasons. As like; Location is generally one of the most important factors customers consider while choosing a store. A bad location may cause a retailer to fail even if its strategic mix is excellent.. On the other hand , a good location may help a retailer succeed even if its strategic mix is mediocre. Store location is least flexible element of retailers strategic mix due to its fixed nature, the amount of investment, and the length of lease agreements

Types of retail location

Various option are available to the retailer for choosing the location of store. The choice of the location of the store depends on the target audience and the kind of merchandise to be sold. A retailer has to choosing among alternate types of retail locations available . It may locate in an isolated place and pull the customer to the store on its own strength, such as a small grocery store or paan shop in a colony which attracts the customers staying close by

Typically a store location may be: 1. Freestanding /Isolated store. 2. Part of Business District/Centers (unplanned Business Districts). 3. Part of a Shopping Center (Planned Shopping Centers)

Freestanding or isolated location

Where there are no other outlets in the vicinity of the store and therefore store depends on its own pulling power and promotion to attracts customers. A biggest advantages for freestanding stores is that there is no competition around. This type of location has several advantages including no competition, low rent, often better visibility from the road, easy parking and lower property . Neighborhood Stores; colony shops serves small locality. Highway Stores :Ebony store in Ludhiana .

Business Associated Location: These are location where a group of retail outlets offering a variety of merchandise work together to attract customers to their retail area, but also compete against each other for the same customers. two types includes in ; 1. Part of Business District/Centers (unplanned Business Districts). 2. Part of a Shopping Center (Planned Shopping Centers)

Part of Business District/Centers

A retail store can also be located as a part of a business district. A business district is place of commerce in a city which developed historically as the center of trade and commerce in the city or town. A business districts can be a central, secondary or a Neighborhood business district.

A Central business District CBD is the main center of commerce and trade in the city. (high land rates , intense development)

 A CBD is the hub of retailing activity in a city. CBD served different sections of population for Examples of Cannaught place in Delhi, Colaba in Mumbai, Commercial Street and in Bangalore are up market CBDs. CBDs serving the upper and upper middle class customers across these cities like, chandani chowk in Delhi, KalbadeviBhuleswar in Mumbai, Chickpet in Bangalore.

Secondary Business District are composed of unplanned cluster of store often located on a major intersection of city they a customers from a large part of the city

Part of a Shopping Center (Planned Shopping Centers)

A shopping center has been defined as a group of retail and other commercial establishments that is planned , developed, owned and managed as a single property The basic configuration of a shopping centre is a Mall or Strip centre. A mall is typically enclosed and climate controlled. A walkway is provided in front of the stores. A strip centre is a row of stores with parking provided in the front of the stores.

 In India we can planned shopping centre can categorize in two category Regional shopping centers or Mall: Regional shopping centers or mall are the largest planned shopping centers.. Often they are anchored by two or more major department stores have enclosed mall serve a large trading area and have high rents. (ansal plaza,spencers plaza crossroads, DLF city in Gurgaon) Neighborhood/community/shopping centers: Neighborhood /community centers usually have a balanced mix of stores including a few grocery stores , a chemist, a verity store and a few other stores selling convenience goods to the residents of the neighborhood.

Steps involved in choosing a retail location

In order to arrive at the decision on where to locate the retail store a retailer needs to first on the region that he wants to locate the store. After identifying the region the following steps Have to be followed . 1. Identifying the market in which to locate the store. 2. Evaluate the demand and supply within that market. i.e. determine the market potential. 3. Identify the most attractive sites 4. Select the best site available

Retail Sales Management

Types of retail selling Salesperson selection Salesperson training Evaluation of salesperson

Retail Sales Management

Types of retail selling
Retailers that concentrate on the sale of shopping goods want their salespeople to both get and take orders. In lines of retail trade where predominantly convenience goods are sold, the role of the salesperson is that of an order taker. It is generally true that retailers with high margins and high levels of customer service place more emphasis on order getting; those with low margins and a low customer service policy tend to emphasize order taking.

Retail Sales Management

Salesperson selection
Hiring criteria Predictors
Demographics Personality Knowledge and intelligence Experience

Retail Sales Management

Salesperson training
Retailers policies Merchandise Customer types Customer choice criteria
No active product choice criteria Inadequate or vague choice criteria Choice criteria in conflict Explicit choice criteria

Various Customer Types

Various Customer Types

Retail Sales Management

Evaluation of salespeople
Performance standards
Conversion rate Sales per hour Use of time
Selling time Nonselling time Idle time Absent time

Retail Sales Management

Conversion rate - Percentage of shoppers that enter the store that are converted into purchasers. Sales per hour is computed by dividing total dollar sales over a particular time frame by total salesperson or sales-force hours.

Selling Process in the Retail Environment

Some Closing Signals the Salespeople Should Watch For

The Retail Sales Process

Prospecting - Locating or identifying potential customers who have the ability and willingness to purchase your product. Closing the sale - Action the salesperson takes to bring a potential sale to its natural conclusion.

The Customer-Service and Sales-Enhancement Audit

The objectives of the audit
Identify the service, salesmanship, and salesenhancement methods that will produce more sales from the existing shopping traffic. Target the methods by store and selling area that will produce the most significant improvements. Determine the added sales that can be generated by improving the accepted service level, salesmanship, and sales-enhancement programs.

The Customer-Service and SalesEnhancement Audit

Advantages of the audit:
Provides management with a detailed analysis of current sales activity by location and by selling area. Identifies how and where additional sales volume is available. Measures, analyzes, and reports on the specific factors.

The Customer-Service and SalesEnhancement Audit

Basic service
Customer contact Salesperson-initiated contact Customer acknowledgment

Salesmanship
Merchandise knowledge Needs clarification Active selling Suggestion selling

The Customer-Service and SalesEnhancement Audit

Sales enhancement
Impulse purchasing Walkouts