Shopping, Buying and evaluating - Servicescapes: retailing as theatre
8 important questions on Shopping, Buying and evaluating - Servicescapes: retailing as theatre
What combination should today's shopping centre's and individual shops make to gain loyalty?
What is retail theming?
What are the four kinds of theming techniques?
- Landscape: nature
- Marketspace: man-made places
- Cyberspace: information & communications technology
- Mindscape: abstract ideas & concepts
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What four aspects that a store image is composed of?
- Design & general image
- Location
- Merchandise suitability
- Knowledge & congeniality of staff
And store gestalt = global evaluation of store
Which two things can be done to influence in-store decision-making?
- Encourage to spend all mental budgets
- Mobile shopping apps & contact of assistent at the same time
What are two processes of spontaneous buying?
- Unplanned buying and
- being reminded: recognition of needs
What are three kinds of planning shoppers?
- Planners
- Partial planners: know products, not brands
- Impulse purchasers
What is the role of the salesperson?
- Commercial friendship
- Identity negotiation
- (incidental) similarity
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