Retail Environment

Question 1

What is retail theatre?

Answer 1

Retail spaces are becoming increasingly like show rooms - physical stores as a shopping catalogue

Question 2

What are the four characteristics of a retail theatre?

Answer 2

1. Atmospherics (stimuli)
2. Store / Brand image (consistency)
3. Spectacular Consumptionscape (play)
4. In-store decision making (impulse buying)

Question 3

Examples:

Answer 3

Burberry or Carphone Warehouse

Question 4

What is good about retail theatre?

Answer 4

Interactive and Engaging. Parade of displayed products.

Question 5

Describe New Means of Consumption

Answer 5

Make consumption aw-inspiring and into a religious institution

Question 6

Examples of new means of consumption:

Answer 6

Apple vs Cathedrals

Question 7

What are some themes?

Answer 7

1. Marketscape
2. Landscape
3. Cyberspace
4. Mindscape

Question 8

Give some examples of store types

Answer 8

1. Pop-up
2. Activity
3. Flagship

Question 9

What are three characteristics of a flagship store?

Answer 9

1. Carry a single brand
2. Brand manufacturer owns them
3. Intent to reinforce image not just profit

Question 10

Give some examples of good flagship stores

Answer 10

American Girl. Nike Town

Question 11

What makes a flagship store good?

Answer 11

Interactivity. History. Experience Zones. Themes.