There are two primary objectives of the store environment
1) Store image
How much the organization spend to get customers into the store
There are affected by such things as location, promotional activities, merchandise, cleanliness, employees, layout, lighting, and service offering
2) Space productivity
How much is necessary to keep customers inside the store for longer periods so that we can expose them to more products,thus increasing the probability that customer purchase.
Element of the store environment (Starbucks)
Visual Communications
Retail identity- coffee shop
Graphic- many layout and image that carry many coffee icon in that shop
POS signage- christmas theme product at the end year
Store design
Exterior design-store front , logo
Ambience- the environment in that store
Lighting-is the lighting too high or too dull depend on starbucks strategy
Store planning
Space allocation - how much the space in the shop
Layout- depend on the retail strategy because starbucks is the franchise
Merchandising
Fixture selection- the types of coffee that offer and some cookies, sandwich
Merchandise presentation-outlook of the entire store
Visual merchandising- The christmas theme
Storefront design
The retailer will have the storefronts that are noticeable, memorable and easy identifiable.
This the store front of starbucks located in Midvalley megamall that we can notice it from far, identify it from far and we know the retailer offer the coffee and it is memorable , so it is a very good job for starbucks to attract the customer by their store front.
Interior Design
Focuses on two general elements
1) Finished apllied to surfaces
Flooring
Wall covering
2) Architectural shapes
Archways
Ceilings
Staricases
Sunken floor
Sound & Smell Design
Total sensory marketing
Its have effective design appeal to four of the five human senses
Sight , hearing ,smell and touch
For example , we can know from the smell that starbucks is the coffee shop and we can know the layout once we hangout there.
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