October 18-22
Dear students, for this weekly forum we will discuss about: RETAILING
You must answer one or both questions with a response of at least 200 words and using at least one reference in APA style.
A) Explain how important is for retailing store to work with atmospherics. What elements do you consider can bring more attention to the customer?
B) Present a personal example of how one retailer has caused a negative impression. Why do you think they have not worked correctly in this matter? What proposal can you deliver to the company as a suggestion?
Remember that our deadline is Friday, October 22nd before 11:59 pm. :)
PUT YOUR NAME AND LAST NAME IN YOUR ANSWER.
Este comentario ha sido eliminado por el autor.
ResponderBorrarIn this forum I will talk about a personal example of how a retailer has made a negative impression and why I think it has not worked properly in this matter and a proposal to work with it better.
ResponderBorrarI personally have a business where I sell cosmetics, which I have been with it for almost 3 years, along the way I have had both good strategies and bad strategies, one of the things that I have noticed that clients give a negative impression when buying is that many of the products are only shown online and as they are used on the skin, customers want to test them before using it, another disadvantage is that we do not have employees in each area and that makes customer service not so good. A great proposal to make this change is to first send small samples of the most requested products when a client places an order so they will have a better vision of what we offer (color, consistency, presentation), another proposal would be to have a web site (not only make sales direct from instagram or Facebook), while for employees it would be best to hire at least 2 people to help with customer service and order delivery (at the moment I only take care of myself and a family member) and so I can have more management of clients, to be able to attend to their needs and problems that arise and of course work with the emotions of the clients through marketing and make promotions.
Reference : Patrick Biddiscombe. (2019). 10 Selling Techniques to Help You Become a Better Salesperson. October 21, 2021, de new breed Sitio web: https://www.newbreedrevenue.com/blog/selling-techniques
VALERIA GARCIA LOZANO
For this weekly forum, I’ll be talking about the importance of retailing stores to work with atmospherics and the elements you’ll have to consider to bring more attention to the customers.
ResponderBorrarFirst of all, what is retailing? According to Business Jargons, it is a distribution process in which all the activities involved in selling the merchandise directly to the final consumer are included. In other words, is a set of business activities that adds value to the products and services sold to consumers for their personal or family use. There are a few types of retailing, for example: Store retailing, Non-store retailing (direct selling, direct marketing, automatic vending, buying service), Corporate retailing.
Now, what is atmospheric? It's a design of an environment via visual communications, lighting, colors, music, and scent to stimulate perceptual and emotional responses. The atmospherics in any store can establish positive feelings of excitement, curiosity, and comfort. It's used to create environments and influence the behaviors of shoppers. This is referred to as environmental psychology (Hoffman & Turley, 2002). Studies of environmental psychology suggest that shoppers have one of two responses to an atmosphere: approach or avoidance, which create four different sets of outcomes: a desire to stay or leave, a desire to explore and interact or a tendency to want to leave and not explore the store, a desire to communicate with others or to ignore them, feelings of satisfaction or dissatisfaction.
According to this investigation, there are six elements to consider:
1. Color scheme: merchandise image, arousal level, time spent in the store
2. Lighting: shopper’s visual evaluation of everything in the store
3. Music volume: have a big impact on a variety of shopper behaviors
4. Temperature: temperatures set at unpleasantly high or low levels may be noticed by shoppers and can cause them discomfort while shopping
5. Signage: a collection of signs, posters, and labels
6. Scents: presence or absence of a scent in a retail store.
Karyme Gastelum Serrano
References
- UKEssays. (November 2018). Impact of atmospherics on sales of a retail store. Retrieved from https://www.ukessays.com/essays/marketing/atmospherics-on-sales-of-a-retail-store-marketing-essay.php?vref=1
- Maya Dollarhide. (2019). Atmospherics Definition. 2021, de Investopedia Sitio web: https://www.investopedia.com/terms/a/atmospherics.asp
- Business Jargons. (2018). Retailings. 2021, de Business Jargons Sitio web: https://businessjargons.com/retailing.html
Luis Eduardo Diaz Valle
ResponderBorrarThere are many factors that contribute to the success of a store, one of them is the atmosphere that is presented to the client. Simply put, store atmosphere includes the physical characteristics of a retail store used to create an image to attract customers. It's also known as atmospherics for short. It is a direct contributor to the customer experience, which is important to developing your brand and how your brand is perceived.
If you're thinking about opening a business of any kind, it's imperative that you remember the role your store's atmosphere can play in its success. Customers not only care about how a store looks and feels, but also, they're likely to make purchasing decisions based on the ambiance of the establishments they patronize. If you want to make more sales, attract new customers, and retain existing ones, take pride in how your business looks.
In my personal experience, the store atmosphere is what makes you enter the retail store in the first place. I haven’t had many bad experiences with this kind of stores , but I can remember one time when the store was just messy and the staff was rude towards us, to this day, I haven’t set foot on that store again.
Baird, N., 2021. The Unmeasured Cost Of A Bad Retail Experience. [online] Forbes. Available at: [Accessed 22 October 2021].
In my opinion, I consider it very important since, although they are simple details, they give a touch to the store that attracts your attention, making it attract the attention of customers so that they recognize the store by its details and recognize it so that the people talk about this and the store becomes more popular due to the details and the correct presentation that they have.
ResponderBorrarThe details that I consider most important are the smell as well as the surrounding images, how the workers dress, videos on the store screens so you can see examples of what you are buying, among other factors.
An example that I consider would be a restaurant called Porfirios, the place is a very elegant place and everything is perfect but in the place where it was built, it is pointing towards the west and this creates discomfort at sunset time since It hits the face directly and this creates discomfort for the customer, they have not covered the restaurant in the correct way, thus creating an annoying place, the advice you could give them is to cover the windows of the place so that the sun is not a nuisance.
Maya Dollarhide. (2019). Atmospheric definition. 2019, de Investopedia Sitio web: https://www.investopedia.com/terms/a/atmospherics.asp
Retail stores at a constant fight against each other for your attention, however, you may not notice how they're even convincing you to give their stores a chance. The answer is simple: space. We use the term atmospheric when referring to the conscious designing of this space in an environment, essentially, the effort put into a buying space so to enhance customer purchase probability. We don't like to see packed-to-the-brim places as they are "stuffy" and not fun to walk around, it's just not an inviting thing to us humans, however when we see a well-organized store that has its displays and products separated in a way that gives you enough room for your peripheral vision to identify individual sections. A thing that greatly impacts a customer's views of a store is color theory, if the store follows a specific set of colors our eyes are glued to what pops out more like the big offer posters.
ResponderBorrarLet's remember that not every store succeeds at that. I do not like the layouts of video game stores, they are just divided into uniform rows and have a huge section dedicated to other things which never pop out cause there isn't any indication of there being something because of how packed with different colors the whole store is, and whenever you see one of those cylindrical containers with the discount sign it is almost guaranteed that it will be filled with shovelware nobody wants and the store just wants to get rid of. I've seen stores do the same things of Ikea, that of making a labyrinth design, but sometimes store take an approach that looks similar but aren't nearly as good, like Parisina, every time I go there I have to ask someone from staff because it's so hard to find anything on your own, I say this is partly falt of how the store is badly lit and how some products are huge and make everything seem so packed-tight that it almost looks like a sweatshop. What can I say to those retail stores? Modernize your stores, they're an experience but not a pleasurable one, look at book stores, for instance, they have their shelves with light and display their products in a colorful rack on the front of the store at the middle, instead of being at the side of uniform black shelves, this applies to game stores. For Parisina, light your stores well and use a layout similar to one of a supermarket so it doesn't have to be a chore just to get to a simple thing.
Emiliano Bañuelos Rojas
Kotler, P. (1973–1974). Atmospherics as a Marketing Tool. Northwestern University Graduate School of Managment Evaston, Illinois. http://belzludovic.free.fr/nolwenn/Kotler%20-%20Atmospherics%20as%20a%20marketing%20tool%20%20%28cit%C3%A9%20171%29%20-%201973.pdf
Atmospherics is the design of an environment that is created in a store that if it is well done it can have a positive impact in the business. When done consistently, it allows you to build and develop your store personality - the identity that gives life to your retail brand. That means you can also use it to differentiate yourself from your competitors. Using atmospherics is a key tactic you can use to influence shopper behavior. What’s more, it’s also linked to visual merchandising. Creating a pleasant shopping environment will encourage customers to stay in your store for longer and, while there, spend more. Some elements that can bring more attention to the customers are lightning, music, scent, and color, but you need to be careful with how you use these elements because for example, if you have lights that are too dark, you’ll make a mood that is not too pleasing, and the customers will quickly leave.
ResponderBorrar• Lightning you should match it with the products you sell
• Music should have an adequate volume and the type of music should match the mood of the store and your brand
In conclusion how you design and what mood you create for your store will impact the customers behavior.
References:
Gilbert, D. (n.d.). Atmospherics: The Key to Putting Your Shoppers in The Mood to Spend. DOTACTIV. Retrieved October 21, 2021, from https://www.dotactiv.com/blog/atmospherics
Marianne Meimaroglou
I think retailing stores should work with atmospherics because visual entertainers are an important aspect to keep in mind, since it is a way of marketing, providing visual goods is key, because it is the first thing that a person sees before walking to your store, it is what might’ve caught their attention, and maybe the only reason why they are going in. If you don’t know a brand, but you are walking through and see beautiful light, with combination of a good smell, and maybe ambiented music, you might just go in, just to see what it is about, and why is it so ambientes, I saw this reference once in a show I was watching, Gilmore Girls, where the go “Window shopping” the would just go to the mall and walk around, looking at stores, and their windows, which had different, colors, lighting and music, which inspired them to go in the store, and ended up buying lots of clothes.
ResponderBorrarSo, the lighting, music and even a good smell are some of the aspects I consider important.
Retail atmospherics: The impact of a brand dictated theme. (2015, 1 enero). ScienceDirect. Recuperado 22 de octubre de 2021, de https://www.sciencedirect.com/science/article/abs/pii/S0969698914000915
Explain how important is for retailing store to work with atmospherics. What elements do you consider can bring more attention to the customer?
ResponderBorrarWhat Are Atmospherics?
The controllable characteristics of retail space which entice customers to enter the store, shop, and purchase are atmospherics.
The retail atmosphere is comprised of different environmental cues, also known as atmospherics that can be intentionally controlled and structured to allow for specific behaviours from shoppers and for a better shopping experience
The atmospherics of any store can establish positive feelings of excitement, curiosity, and comfort. Atmospherics is used to create environments and influence behaviors of shoppers.
1. Respect. Respect the fact that customers actually pay our salaries and make our profits for us.
2. Understanding. Understand, identify, and anticipate needs.
3. Listening. Keep your ears and eyes open. Hear what the market is saying, open dialogues, and be a good listener.
4. Responding. Now you have to respond positively.This is not to say that you have to change your entire business model or product line to suit the demands of various customers.
5. Serving. Essentially this means fulfilling your promises.Help customers understand your systems. Your organization may have the world’s best systems for getting things done, but if customers don’t understand them, they can get confused, impatient, and angry.
Dollarhide, M. (2019, 23 mayo). Atmospherics Definition. investopedia. Recuperado 22 de octubre de 2021, de https://www.investopedia.com/terms/a/atmospherics.asp
Store atmosphere includes not only the physical characteristics of a retail store or space used to create an image to attract customers, but targeting and engaging additional human senses such as sound and smell. Atmosphere is a direct contributor to the customer experience, which is one of the most important elements of business today.
BorrarSome things that could really help are:
• Maintaining a clean, orderly store will do wonders for your establishment.
• Play music in your store.
• keeping the merchandise clean, you should also keep it organized
• When creating the ambiance of your store, it's important to keep in mind who your desired clients are.
• Hold an in-store event.
• Use in-store social media.
• Do a product demonstration.
• Follow up after a purchase.
Store ambience isn’t just about pretty lights and furnishings. In order to create a truly immersive brand experience, you have to go beyond just visual aspects and focus on the sense of sound and smell with in-store overhead background music and scenting, so if someone is thinking about opening up a business of any kind, it's imperative that you remember the role your store's atmosphere can play in its success. Customers not only care about how a store looks and feels, but also they're likely to make purchasing decisions based on the ambiance of the establishments they patronize. By transforming a visitors shopping task into an experience, customers stick around longer, they’re more likely to buy, they remember the experience, and are much more likely to return to your store in the future.
Why In-Store Atmosphere Matters for Your Customers? (2018, 18 mayo). The Original On Hold. Recuperado 22 de octubre de 2021, de https://www.onholdinc.com/mohblog/why-in-store-atmosphere-matters-for-your-customers/
Waters, S. W. (2019, 13 diciembre). Why Store Atmosphere Matters to Your Customers. thebalancesmallbusiness. Recuperado 22 de octubre de 2021, de https://www.thebalancesmb.com/atmosphere-2890162
Valeria Hidalgo
It is importante for retailing store to work with atmospherics because they can establish positive feelings of excitement, curiosity, and comfort. Atmospheric changes to a stores environment will influence the customers mood or feeling for that retailer. Atmospherics is used to create environments and influence behaviors of shoppers. And of you have a great workplace, people will perform better and customer service will be better. Store atmosphere includes the physical characteristics of a retail store used to create an image to attract customers. It is a direct contributor to the customer experience, which is important to developing your brand and how your brand is perceived. The customers are likely to make purchasing decisions based on the ambiance of the establishments they patronize.
ResponderBorrarThis are some elements that I consider can bring attention to the customer: Maintaining a clean orderly store, that means eliminating clutter around the cash register, on the floor, and other areas where customers congregate.
Also, making dusting a priority. Also, keeping organized the merchandise, if something is out of place, promptly relocate it to its proper position.
If the establishment have public restrooms, keep them sanitary.
Also when creating the ambiance of the store, it's important to keep in mind who your desired clients are, and in base of that you can decorate the outsides so your clientela can enjoy being there and wanna come back.
https://www.thebalancesmb.com/atmosphere-2890162
Renata Medina #22
BorrarEste comentario ha sido eliminado por el autor.
ResponderBorrarA) Store atmosphere is important because includes the physical characteristics of a retail store used to create an image to attract customers. It's also known as atmospherics for short. It is a direct contributor to the customer experience, which is important to developing your brand and how your brand is perceived.
ResponderBorrarCustomers not only care about how a store looks and feels, but also, they're likely to make purchasing decisions based on the ambiance of the establishments they patronize. If you want to make more sales, attract new customers, and retain existing ones, take pride in how your business looks.
Research shows that the store atmosphere leaves a distinct impression on customers.
When creating the ambiance of your store, it's important to keep in mind who your desired clients are. If your target patrons are teens, you'll likely want to have bright colors and upbeat pop music playing in your store. Lighting and trendy fixtures may be all you need to create a hip atmosphere for young customers.
If you own an antique store and want an ambiance that reflects that, you might choose to go with dimmer lights. And in this case, it might be acceptable to customers to have a bit more crowding on the store floor to show off an abundance of antique items.
Regardless of the saying, people do judge a book by its cover, and will judge a store by its atmosphere. If you want patrons to spend more time and money in your store, create an ambiance they will enjoy.
Sebastián Guzmán Aizpuru
Why Store Atmosphere Matters to Your Customers. (2019, 13 December). The Balance Small Business. https://www.thebalancesmb.com/atmosphere-2890162
Atmospherics are the controllable characteristics of retail space which entice customers to enter the store, shop, and point of purchase. Many retail giants will use elements of atmospherics to help identify their retail brand and set it apart from competitors.
ResponderBorrarThanks to this definition we can understand the pro that is so important for retail stores, thanks to these we can get new customers and what it contributes the most is to get recurring and loyal customers to the store.
Since this is what draws the attention of the competition and ensures that customers have a pleasant and satisfactory experience, while at the same time giving a more professional and trustworthy image of the store.
I feel that the most important thing is space, cleanliness, the color of the shelves and everything that includes the presentation of the store, customer service is also very important to me and how easy it is to find the products you are looking for.
It is not very common that I have a bad impression of a retail store, but the few times that I have had a bad experience, for example ,when they do not have the product I am looking for because it was sold out or when a store worker is rude to me in a direct or indirect way. What can be done in these cases is to do many examinations and tests on the workers and for the other example it is not very under anyone's control, but if it is a popular product it would be best to ask for more of it.
Lucia Ribas Alcocer
Dollarhide M (23/05/2019) “Atmospherics Definition” Found in; https://www.investopedia.com/terms/a/atmospherics.asp#:~:text=Atmospherics%20are%20the%20controllable%20characteristics,set%20it%20apart%20from%20competitors.
Rodrigo Menéndez Gaber
ResponderBorrar3°A
22/10/21
There’re a lot of retailers that have caused a bad impression aging the people and more important in their clientes, some of them because of fake accusations or maybe because they did something wrong, one of this brands is the international car brand Volkswagen, this wasn’t an easy thing, since that the German brand went down in price and in clients and they recovered but with a lot of work behind, money invested and a big commitment with the society.
Everything happened in september of 2015, when the newspapers from all US took out a new that said that the German brand admitted that almost 600,000 models made had a software made to change the results of the diesel engine polluting emissions tests, this costed already 29.000 millions dollars and a lot of reputations repercutions.
At the end Volkswagen recovered and today is one of the biggest car brands in the world, with 10,7 millions sales last year, making a world record.
At the end I think of the most important things in a brand marketing and in what the customers pay more attention is in the commitment of the brand with the society, what they want to do to improve the way of leaving and how they help them.
The boom in internet usage coupled with development of required infrastructure and use of different net devices have brought a sea change in the world of retail. Today’s net savvy customers are ready both technologically and mentally to take full advantage of these changes. Different categories right from apparel to gifts, accessories, even groceries are now getting sold through the online channel. In order to provide a great shopping experience to the customers e-retailers have taken the path of creating a superb online atmospherics so as to retain the loyalty of customers. Researchers have divided online or cyber atmospherics into six variables. Now the time has come for people both in academics and e-retail industry to gauge the impact of cyber atmospherics on consumers and how it impacts consumer contentment, consumer reliance and consumer adhesion. With the main objective of studying the complicated relationship between elements of cyber atmospherics, consumer behavior and response in terms of contentment, reliance and adhesion this study will propose an integrative Cyber
ResponderBorrar(Umar Sankar )(2021)https://www.researchgate.net/publication/283829327_Impact_of_Cyber_Atmospherics_on_Buyers_of_Different_E-retailing_Sites_Literature_Review_and_Conceptual_Model_Proposal
Patricio Martínez
BorrarIn my opinion I think it is very important that this type of stores have a very good atmosphere, since all the customers and consumers who will have the first thing they will do will see the store on the outside. They will evaluate it carefully and once evaluated will decide whether or not to buy in this store. He considered that all the elements that relate to the operation of the store are essential and of great importance but considered that the points that most should be taken care of and improved are the following:
ResponderBorrar• lights: must have a very good lighting that highlights all parts of the store
•colors: you should consider handling a good color scheme to make the store look attractive to the customer’s eyes
•sound: you must create a very good atmosphere that will give peace of mind to your customers and make them feel comfortable as this will guarantee that they will want to be in your store
•Scents: the scents of the store influence much in the decision of your customers because when entering your store sticking it after seeing the store is to feel the aroma of the store. If the store handles very good scents customers will definitely want to be there.
Mariana Ramírez Cámara 3D
UKEssays. (November 2018). Impact of atmospherics on sales of a retail store. Retrieved from https://www.ukessays.com/essays/marketing/atmospherics-on-sales-of-a-retail-store-marketing-essay.php?vref=1
According to my research, the retail atmosphere is composed of different environmental cues, known as ambience, which can be intentionally controlled and structured to enable specific shopper behaviors and enhance the shopping experience (Turley and Milliman, 2000). When we refer to the term Retail Atmosphere, we are referring to the description of the manipulation of elements such as aromas, store design, light levels, among others. It is very important for the presentation of the place for each customer, since the atmosphere of any place can generate feelings either negative or positive. Atmospheric changes in a store's environment influence the mood of customers or the feeling they have of that establishment. Atmosphere is used to create moods and influence shoppers' behaviors. This is called environmental psychology (Hoffman and Turley, 2002). From my point of view and personal experience, I have gone to places where I really can't spend more than 5 minutes inside. An example would be the Bath and Body store, I love absolutely everything they sell and the concept of the store itself but there is only one thing I can't stand and that is the strong smell it has, since all the aromas are mixed and generate a wave of super strong aromas that generates that people like me can't resist. It is very important to pay attention to those details that may seem insignificant but at the end of the day they are not. In the case of bath and body maybe what I would have done would have been to arrange the products in sections that are more divided, because when you enter the store all the scents are stuck together and that's why I think this infusion of smells is made.
ResponderBorrarAll Answers Ltd. (2021, August 12). Impact of atmospherics on sales of a retail store. Ukessays. Retrieved October 23, 2021, from https://www.ukessays.com/essays/marketing/atmospherics-on-sales-of-a-retail-store-marketing-essay.php
Catalina Salmon
3D
The he retail environment is made up of several environmental cues, known as ambiance, that may be manipulated and arranged to encourage specific buyer behaviors and improve the shopping experience. When we talk about retail atmosphere, we're talking about the manipulation of things like scents, store architecture, and light levels, among other things. It is critical to present the location in the best possible light for each consumer, as the ambience of any location can elicit either negative or good emotions. Customers' moods and perceptions of a store are influenced by atmospheric changes in the store's environment. Moods are created and shopper behavior is influenced by the atmosphere. Environmental psychology is the term for this (Hoffman and Turley, 2002). I've been to places where I couldn't spend more than 5 minutes inside, in my opinion and personal experience.
ResponderBorrarSoto, B. (2012, junio 27). Qué es el retail marketing. Gestion.org. https://www.gestion.org/que-es-el-retail-marketing/
ResponderBorrarRetail stores at a constant fight against each other for your attention, however, you may not notice how they're even convincing you to give their stores a chance. The answer is simple: space. We use the term atmospheric when referring to the conscious designing of this space in an environment, essentially, the effort put into a buying space so to enhance customer purchase probability. We don't like to see packed-to-the-brim places as they are "stuffy" and not fun to walk around, it's just not an inviting thing to us humans, however when we see a well-organized store that has its displays and products separated in a way that gives you enough room for your peripheral vision to identify individual sections. A thing that greatly impacts a customer's views of a store is color theory, if the store follows a specific set of colors our eyes are glued to what pops out more like the big offer posters.
Let's remember that not every store succeeds at that. I do not like the layouts of video game stores, they are just divided into uniform rows and have a huge section dedicated to other things which never pop out cause there isn't any indication of there being something because of how packed with different colors the whole store is, and whenever you see one of those cylindrical containers with the discount sign it is almost guaranteed that it will be filled with shovelware nobody wants and the store just wants to get rid of. I've seen stores do the same things of Ikea, that of making a labyrinth design, but sometimes store take an approach that looks similar but aren't nearly as good, like Parisina, every time I go there I have to ask someone from staff because it's so hard to find anything on your own, I say this is partly falt of how the store is badly lit and how some products are huge and make everything seem so packed-tight that it almost looks like a sweatshop. What can I say to those retail stores? Modernize your stores, they're an experience but not a pleasurable one, look at book stores, for instance, they have their shelves with light and display their products in a colorful rack on the front of the store at the middle, instead of being at the side of uniform black shelves, this applies to game stores. For Parisina, light your stores well and use a layout similar to one of a supermarket so it doesn't have to be a chore just to get to a simple thing.
Kotler, P. (1973–1974). Atmospherics as a Marketing Tool. Northwestern University Graduate School of Managment Evaston, Illinois. http://belzludovic.free.fr/nolwenn/Kotler%20-%20Atmospherics%20as%20a%20marketing%20tool%20%20%28cit%C3%A9%20171%29%20-%201973.pdf
Answering question a) of how important is for retailing store to work with atmospherics. What elements do you consider can bring more attention to the customer?, well according to the balance small business, it can simplified in "store atmosphere includes the physical characteristics of a retail store used to create an image to attract customers. It's also known as atmospherics for short. It is a direct contributor to the customer experience, which is important to developing your brand and how your brand is perceived.
ResponderBorrarIf you're thinking about opening up a business of any kind, it's imperative that you remember the role your store's atmosphere can play in its success. Customers not only care about how a store looks and feels, but also they're likely to make purchasing decisions based on the ambiance of the establishments they patronize. If you want to make more sales, attract new customers, and retain existing ones, take pride in how your business looks."
Why Store Atmosphere Matters to Your Customers. (2019, 13 diciembre). The Balance Small Business. https://www.thebalancesmb.com/atmosphere-2890162
Daniel Chávez Morales