Define and Discuss ‘Retail Experience’ Essay

Define and discourse retail friendship. Use a crusade study example to demonstrate its application. How does the retail merchant create and enhance abide by?Define and discuss retail vouch. Use a case study example to demonstrate its application. How does the retailer create and enhance value?David OluRETAIL MANAGEMENTDefine and discuss retail get under hotshots skin. Use a case study example to demonstrate its application. How does the retailer create and enhance value?When people go stigmatizeping they compliments to encounter an enjoy sufficient birth which leave behind pay off their needs so in recent years retailers boast act to take the sleuthping picture to a nonher level in tack together to advocate consumers to build a relationship with the brand. The purpose of this essay get verboten be to outline what is meant by the term retail fetch. The principal(prenominal) focus will be on a particular case study involving orchard apple tree in order to exp lain how the retailer goes on to enhance value. sell go through undersurface be seen as a process in which a retailer packages an bring forth together with harvest-feasts. (Berman B & Evans J 2010) highlight that A sellers form depends heavily on its atmosphere. When experienceing at atmosphere it is the psychological feeling a guest gets when visiting the retailer.It is differentiated that atmosphere force out influence hedonic value this is an important aspect of the experience, beca drill this is what plays a vital role in tallying a guests interest and it can help in tip the customer into the buying process. All of the major retailers will aim to issue a relaxing environment for their consumers beca expend shop is considered as fun and gratifying (Jones, 1999). There are some key factors that contri neverthelesse to this, first we look at music beca implement it provides entertainment for shoppers Turley and Chebat (2002).Followed by lighting the appropriate use of it,such as product spotlighting and dim ambient lighting, and thirdly the use of bright and vibrant colours. Swinyard (1993) reiterated this by pointing out that Mood states are bequest in virtu everyy every shopping encounter, and could have a profound effect on shopping behaviour. And In Relation to this (Kemp and Kopp 2011) too put forward that senses shape our everyday existence, including our consumption and purchase behaviour. So this could mean that a consumer in a bad mood may tend to view shopping activities differently from one in a good mood.When a customer enters the workshop atmosphere they are not able to experience the music in seclusion or olfactory perception the scent without seeing the colours as well they do not walk on the floor-covering without feeling the ambient temperature. The typical customer experiences amounts of all these and other incentives as an on-going, collective experience. So it can be argued that about(prenominal) buying environmen ts are purposefully designed to produce specific delirious effects in shoppers.Berman & Evans J (2010) argued that The presentation merc gainise and the displays that bring shoppers into the parentage are very important in creating a retail image. So other factors which have to be considered when aspect at retail experience is the layout of the shop itself because if the shop is nicely laid out it will encourage customers to spend to a greater extent(prenominal) time in the shop than originally be after. So retailers have to consider the layout of the products and how they can appeal to customers and also clearly tagged displays if they have any in order to make the customers indentify what is on carry clearly. So it is forever and a day essential for a business to ensure that the shop is properly organised.A broth out-of-door provides a powerful regard on a businesss image this should be planned effectively a store exterior consists of the total physical exterior of the store itself, with a storefront most retailers can present a traditional, trendy, upscale environment, in relation to retail experience customers who happen to follow through a shop they usually judge a store by its exterior so this can be used to draw in customers with things like display windows showing products will be able to start a customers attentionstraight away most retailers make use of mannequins in order to grab peoples attention.Customers always want to feel valued and welcomed when they visit a shop so when they enter the shop they expect a good customer aid from the members of round this is crucially essential for an arrangement to manage. Because not plainly will shoppers appreciate the store due(p) to the products offered, or atmospherics but they will have more of a strong interest due to the kindness of the salesperson (Lombart and Jeandrain, 2003). If the members of staff are always available and laboursaving it will create a customer atonement and this can be considered as a key determining factor with benefits of repeat shopping and buying behaviour if managed effectively so with this it means that customers will always have a good experience, when they encounter polite and helpful members of staff and this will also create a positive image for the business. mountion is another tool in which retailers will aim to provide satisfaction to their customers so in order for them to do this they implement special offers as a strategy to achieve this, if an organisation regularly provides furtherance as part of its experience it will find that they will attract more customers. So for example retailers like Tesco or Asda regularly offer promotion and they go head to head on offers in order to gain draw in more people. Not only will go promotions attract repeat custom it will also allow the organisation to generate profit.All different kind of Retailers will try to use different ways in order to bring that retail experience that their consumers desire so retailers who connect with customers through experiences which are personally pertinent , memorable, interactive and also emotional are more likely to make up sales and brand loyalty and this is why experience stores such as orchard apple tree have emerged, reason being that they want customers to bond with the brand, at first hand , a try before you buy approaching . apple is one of the biggest leading technology companies in the world orchard apple tree provides customers with an attractive and relaxed environment where they canhandle. Apple has been developing its experience stores since 2001 and by the end of 2008 the company had opened some 250 increasingly sophisticated stores (Jones, & Comfort, 2010).Benghazi (2012) States that entertain browsing experiences might help a browser to learn more about the offers and characteristics. Customers will be able to use knowledge in order to make a decision on whether they should purchase the product or not so in regards to this Apple provide their consumers with a live interaction of their products for example the Apple store in capital of the United Kingdoms regent street lets customers get involved in getting started workshops this includes showing customers how to set up a new Mac, connecting to the internet and direct emails.This goes to show that Apple are trying to involve their customers with a firsthand experience of the brand and the products they offer, the experience goes beyond the store itself the company provides summertime camps for children and youth workshops. Children aged 8-12 years get what is known as a hands-on Mac experience, during a 3 hour workshop 8-13years olds can compose a song in a garage roundabout, construct a photo album and create key note presentations. This illustrates on how Apple are trying to expand retail experience to their customers by going beyond the in store experience this will in return generate a positive outcome for Apple. at heart regards to the designs of the stores, the interior represents three values, which are transparency, community and service. There is the open broad interior containing the computers, IPods and IPhones which are neatly placed on tables this portrays transparency. Community is back up by the store through its theatre and its lounging areas and then the commitment into run is branded into customers minds as they are able to visit the genius bar, separately store is looked at as a place where people can feel comfortable and are not intimidated by technology.Apple stores may be designed to sell but also at the same time they are designed to teach, customers who walk into an apple store just for a casual play of the products can find that the experience can quickly turn into some serious learning. When we look at a typical apple store it has threespaces the first one is usually for play and for purchasing, and the other one is for learning a customer would typically come across these areas in that order. The shop is laid out in a simple manner enabling the customers to move roughly freely to admire the products within the store.Like any other store, apple stores consist of members of staff who wear a blue t-shirt with the apple logo in the middle making them easily recognisable to the overt as the staff with a casual look. There always in that respect to help customers with their knowledge on how to use the products. The members of staff always ensure to ask customers if they need help if the customer looks lost, this type of retail reach allows customers and members of staff to interact as the members of staff are always asked questions in regards to the products, and the questions that the customers ask the staff guide the learning and they reveal what has been learned and what else is thither left to be learned. So in a sense Apple have able to take the relationship between the customers, staff members and the store to a different level of retailing and learning.T he Apple store has built relevance into every section of the shop, the members of staff are aware that they have to start with the customer and with whatever knowledge the customer knows and then progress on from there. Despite the technology the apple store experience is more focused on forming a relationship with the products rather than just focalisation on products. An Apples store experience generally provides a powerful image about the brand Apple is able to combine products together with service effectively in order to reward their customers with a unique experience in which customers are able to feel like learners who are able to develop valuable skills. The Apple store learning experience is greatly adapted and focused on the interests and the needs of the individual customer.ConclusionRetail experience is vital for all of the retailers to establish in order to looking at Apple they have successfully established an environment where customers would want to come back again and again so in expiry Apple has shown that they value their customers by ensuring that their customers experience the products at first hand and by also taking that experience outof the store by providing their customers with things like summer camps. It is vital that Apple continue to bring this experience to their customers because it will mean that they will generate repeat custom and also they will be able to attract new customers.BibliographyBooksBerman, B. and Evans, J. (2010) Retail focal point a strategic approach. 11th Ed. New Jersey Pearson education Inc, p.508, 509,510,512. cyberspaceSonera, T. (2006). Apple case study. Available www.buyukdemirci.com/Apple/Apple_case_.pdf. Last accessed 18th November 2012. JournalsBallantine, P. et al. (2010) atmospherical cues and their effect on the hedonic retail. multinational Journal of Retail & distribution Management, 38 (8), p.1, 2. Burns, D. and Neisner, L. (2006) Customer satisfaction in a retail compass The contribution of emotion. International Journal of Retail & Distribution Management, 34 (1), p.50, 51. Jones, P. et al. (2010) Retail experience stores experiencing the brand at first. Marketing Intelligence & Planning, 28 (3), p.243. KEMP, E. and KOPP, S. 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