Rusty Black owns and manages a costume store. It is not part of a chain, so Black has had to experiment with ways to get customers into his store and make them want to browse when they get there. He is thinking of specializing in zombies and monster costumes. Explain how Black could use the servicescape in a variety of strategic roles to increase store traffic. Provide specific examples of how the servicescape could perform the four different strategic roles.

Question

What will be an ideal response?

Answer 1

(1) In its role as a package, the store's appearance creates expectations for new customers. Its appearance offers the owner a change to build an image. Black could paint the exterior of the store black and silver to give it an unworldly look. He could create strong visual metaphors with creepy designs in the window. (2) In the servicescape's role as facilitator, Black can use signs to announce TV and movie tie-ins or the acquisition of new costumes. He can use spooky music to put people in the mood for being scared. (3) In its role as socializer, Black could make sure his employees have considerable knowledge of the zombie and monster types and are instructed to ask questions of customers and make suggestions. (4) In its role as differentiator, Black could use his servicescape to show its target market how different his costume store is from other stores. The previously mentioned creepy décor could accomplish this.