Store Design and Visual Merchandising: Creating Store Space That Encourages BuyingBusiness Expert Press, 21 jul 2011 - 216 páginas In an age of self-service stores, saturated markets and ever more demanding customers, the careful and science-driven design of the point of sale has become a crucial success factor for both retailers and service businesses. In this book, the interested reader will find a variety of hands-on suggestions on how to optimize the design of retail stores and service environments to increase customer satisfaction and sales. While the focus is on the practical applicability of the concepts discussed, the book is nevertheless firmly grounded in consumer and psychological research. In this respect it is uniquely positioned vis'-'-vis books written by artists, architects and interior designers which lack a solid research foundation and academic journals articles, which are often inaccessible to the educated yet non-specialized reader. In writing this book, the author draws on both the recent research literature and his own experience as a marketing consultant and consumer researcher. The intended audiences are marketing managers, small business owners and MBA students. Topics covered in the book include: goals and relevance of store design; design tips derived from environmental psychology; cognitive and affective approaches to store design and visual merchandising; use of ambient factors such as music, colors and scents; creation of emotional experiences and theming. |
Índice
What Store Design Can Do for You | 1 |
Store Layout Understanding and Influencing How Shoppers Navigate Your Store | 5 |
Where Am I? Helping Shopper Orientation in Your Store | 31 |
Store Design Factors Looking Good From Store Front to Store Back | 49 |
Visual Merchandising Capturing Customer Attention | 77 |
Store Atmosphere Communicating Using the Senses | 105 |
Experiential Store Design Make Shopping Memorable and Fun | 137 |
A Cookbook for Best Store Design Seven Recipes | 165 |
Notes | 179 |
187 | |
Illustration Credits | 199 |
203 | |
Otras ediciones - Ver todo
Store Design and Visual Merchandising: Creating Store Space that Encourages ... Claus Ebster,Marion Garaus Vista previa restringida - 2011 |
Términos y frases comunes
aisles Anuraag appealing arousal level boutique brand bundled presentation ceiling chapter checkout cognitive maps colors Comme de Garçons consumer behavior convey create customer’s department store design and visual dramaturgical perspective Ebster effect elements emotional enhance entrance environmental evaluation evoke example experiential experiential marketers eye level eye tracker fashion store feel Fitting rooms floor front hedonic shopping Ibn Battuta Mall IKEA important impulse purchases increase influence light lines located look loop M&M World mannequins marketing mood Nevertheless orientation overall store perceived pheromone Planograms play pleasant POP displays positive product displays props relaxing restaurant Riem Khalil Figure sales staff scents shelf shelves shopping behavior shopping experience shopping mall shopping window signage system signs specific stimuli store atmosphere store design store environment store layout storefront supermarket takeaway points target group Umdasch unique upscale visual merchandising waiting walk wall zone