What is a store's image, and how does it affect retailing strategy decisions?

Question

What will be an ideal response?

Answer 1

Atmospherics, the physical elements in a store's design that appeal to consumers' emotions and encourage buying, help to create an image and position a retailer.
Exterior atmospheric elements include the appearance of the storefront, display windows, store entrances, and degree of traffic congestion. These are particularly important to new customers, who tend to judge an unfamiliar store by its outside appearance.
Interior atmospheric elements include aesthetic considerations, such as lighting, wall and floor coverings, dressing facilities, and store fixtures.
Color can attract shoppers to a retail display. Many fast-food restaurants use bright colors, such as red and yellow, because these have been shown to make customers feel hungrier and eat faster, which increases turnover. Sound is another important sensory component of atmosphere. A low-end, family dining restaurant might play fast pop music to encourage customers to eat quickly and leave, increasing turnover and sales. A high-end restaurant, on the other hand, will opt to play classical music to enhance the dining experience and encourage patrons to indulge in multiple courses. Many retailers employ scent, especially food aromas, to attract customers. Most consumers expect the scent of a store to be congruent with the products that are sold there.