Retailer should try to occupy certain spot in consumer’s mind, e.g. when consumer thinks high quality things they think Nima Markets, when they thinks low price things they think Wal-Mart’s. Pizza Huts has positioned itself as value alternative by offering many verities at low price, where Papa Johan’s has positioned itself as good quality pizza maker (Better ingredients better pizza).
Store image contributes to the brand positioning, to attract customers store should develop an image, a psychological and functional picture in consumers mind. Designers do this by using atmospherics which are physical elements in the store which appeals to consumer’s emotions and encourage buying, e.g. book stores use painting, frames and book covers in interior to create a literary image; restaurants use red and yellow colors so customers feel hungry and they eat more. Stores take into account what kind of music they want to pay, research has shown that unfamiliar music makes customers stay longer, also smell is an important attribute.
How consumer perceive your store will determine if they will come to your store.
Reference:
Chapter 17: Retailing Positioning through Wheel of Retailing
Texas A&M University
