Extended Outline for Paper

I. Introduction

A. Thesis- Every element of the retail store works in collaboration to convey a message to the customer. The message conveyed is the store image. Some stores communicate an appropriate image to the customer, allowing the customer to easily identify what experience the retailer is creating and who is being targeted. On the other hand, some store elements make the retailer appear inconsistent with the message the store is trying to convey. Whatever the circumstance is, store image is extremely important and store image encompasses many different elements.


II. Body

A. Why store image is important?

1. I will explain the pros for creating a consistent store image. I will use articles to support what positive effect it can have on store loyalty and long-term customer value.

i. “On the Relationship Between Store Image, Store Satisfaction, and Store Loyalty” by Josee Bloemer
ii. “Managing the Total Customer Experience” by Leonard L. Berry, Lewis P. Carbone, and Stephan H. Haeckel
iii. “A conceptual model of retail image influences on loyalty patronage behavior” by Osman M.Z.

B. Elements of the retail store that are important when conveying the store image to the customer

1. Atmospherics
i. Color Scheme
a. The color scheme of a store creates moods for the customer.
b. Warm colors v. Cool colors and physiological and psychological effects
ii. Scent has an effect on impulse buying and customer satisfaction
iii. Music played targets the specific customer
iv. Lighting can illuminate merchandise, create specific mood, and capture a feeling
v. Visual Communications such as signs and graphics add personality
2. Layout of the store demonstrates the image of the store. Free form, racetrack, and grid
3. Fixtures also convey message to customer. Fixtures include racks, shelving, tables, and gondolas

C. Case Study: Crate & Barrel, Nordstrom, Ruehl, and Forever 21

1. Crate & Barrel successfully integrates elements of its store to create a consistent message to the customer.
i. Bright colors show that the Crate & Barrel customer is very lively.
ii. Merchandise organized into rooms allows the customer to envision an entire space. It is also very experiential.
iii. Pricing is consistent with merchandise quality. Merchandise shelving, racks, flooring, walls, etc. are all representative of the pricing and quality of the store.
iv. Would like to elaborate more on many specific elements after I visit the store and perform more research*
2. Nordstrom’s store image is evident from the store elements.
i. Piano player makes customers feel like guests.
ii. Carpeted sections where customers spend more money
iii. Shelving, lighting, racks, etc. are all very formal to coincide with the high-priced merchandise
iv. Will elaborate more after further research*
3. Ruehl does not do a good job in defining who their customer is
i. Atmosphere is very laid back, but targeting higher income yuppies
ii. Need to visit store and further research areas of improvement*
4. Forever 21 incorporates extremely mixed elements into their retail environment
i. Chandeliers adorn the ceiling, but merchandise is very cheap
ii. Jewelry area is laid out on tables and walls, but merchandise is lower end
iii. Some areas of the store have a specific theme and color scheme that looks rich, while other areas have poorly constructed aluminum racks
iv. Elaborate more after further research and visits*

III. Conclusion

A. What I have learned from this study
1. It is important to incorporate all elements of the retail store in line with the store’s image.
i. Relate back to positive affects that can be achieved

B. Relation to customer insights and customer experiences
1. Understanding how a customer visualizes your store is important to understanding the store image and to adapting the store elements
2. It is important to keep in mind the experience the customer expects to receive from the retailer when incorporating store elements


KEY CONCERNS WITH PAPER:

I am concerned that I will not be able to find substantial articles and secondary research to support my research. I currently have found three articles, and I have a textbook to support evidence. I am also worried that the material may become very repetitive. It worries me that since the material seems similar I may find myself constantly repeating specific points. I am also still deciding what stores I may focus on for the case analysis. I may look into REI or Sam’s Club as a demonstration of effective store element integration. Finally, I am most concerned that I may not be able to provide adequate evidence to demonstrate the poorly integrated stores. Right now, I have decided on Ruehl and Forever 21; however, these stores may change as I begin my research. I hope that I will be able to site specific examples of each store thoroughly.