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.
Domenica Boehm Peniche
ResponderBorrarA retailing store is a business whose main source of selling consists of activities that involve selling services or products in a direct way for the consumer. The retail stores are conformed by different atmospherics that can be controlled and structured to improve the experience and the customer behaviour. I consider that it is very important for a store to work with these atmospherics to create an influence in the buying habits of the customers. For example, the changes include the music played in the stores such as Zara that plays melodies to build a positive impression, the store´s design such as Ikea, that includes a circular path that is fully decorated with low cost items to catch the customer's attention.
In particular, all these aspects are studied in environmental psychology, which according to study made by Hoffman and Turley in 2002, suggest that shoppers can only respond to the atmospheres in two ways: approach or avoidance. However, I think the business owners should have the need to create a place where buyers will enjoy their entire shopping experience. Because it will create a cycle full of new customers that will want to shop at your stores because of the recommendations they heard. Furthermore the interior of the store will determine the buyer´s time spent in the store, their purchase and behaviour.
All Answers Ltd. (2021, August 12). Impact of atmospherics on sales of a retail store. UKessays. https://www.ukessays.com/essays/marketing/atmospherics-on-sales-of-a-retail-store-marketing-essay.php
Daniela Acuña
ResponderBorrar“Store atmosphere includes the physical characteristics of a retail store used to create an image to attract customers”. Atmospherics contributes to the customer experience. Therefore, it is important for the growth and perception of your business. A research made in 1997 shows that customers rate establishments differently based on atmosphere. The study compared two furniture stores, one with a "pleasant" atmosphere and one with an unpleasant ambiance. "Customers' mood – measured at the beginning, in the middle and at the end of their shopping – was shown to improve in the pleasant and to deteriorate in the less pleasant store. Satisfaction with the store was greater in the pleasant store ... Customers in the pleasant store spontaneously spent more money on articles they simply liked."
A person’s attention span is short due to all the information that is in our hands. That is why, marketers are fighting to engage with their clients. I consider that customers these days are drawn to those businesses that have a great service and attention to detail. They want something that is unique and has more than one valuable use for the consumer. Things like the design of a package, product placement, the colors in your store can be extremely influential. Marketing that creates an impact on the customers lives can become valuable experiences for them.
B. (2021, August 26). 5 Ways To Grab Your Customer’s Attention in a Distracted World. Braze. Retrieved October 19, 2021, from https://www.braze.com/resources/articles/5-ways-grab-customers-attention-distracted-world
Why Store Atmosphere Matters to Your Customers. (2019, December 13). The Balance Small Business. Retrieved October 19, 2021, from https://www.thebalancesmb.com/atmosphere-2890162
Kristell Cervera Macari
ResponderBorrarJust to get into context, a retailing store could be defined as a physical place in which a huge company sells their merchandise or services directly to customers. Being the direct provider for customers (as a store), has a huge impact on sale, this differently from any other way of delivering your products such as eCommerce, this is because the experience and environment you have on your store is the impression your service, products, and even whole company gives the customers. This is where the term atmospherics, which basically are characteristics that make up your store’s image, comes in handy. Your store’s atmosphere is the decisive element when talking about customers actually wanting to come back; this because of the experience they have. You should always have an organized store, responsible staff members/employees, likeable temperature in the store, clean floors, and many other aesthetic aspects that reflect your business as a nice shopping experience. Some examples I’m pretty sure we all have heard are the Zara employees, which usually tent to be rude and effortless at their job and to customers. In order to fix this, the supervisor could be the one to change the store’s mood, by introducing the employees to a good customer service and accompaniment during their shopping experience, this in order to improve customers’ experiences and confidence while shopping.
Dollarhide, M. (May 23rd, 2019). Atmospherics Denifinition. Investopedia. Retrieved from: https://www.investopedia.com/terms/a/atmospherics.asp
Waters, S. (Dec. 13, 2019) Why Store Atmosphere Matters to Your Customers. The Balance smb. Retrieved from: https://www.thebalancesmb.com/atmosphere-2890162
Thalia Madrigal
ResponderBorrarThe store atmosphere includes physical characteristics of a retail store used to create an image that can be able to attract customers. This contributes to the customer experience, which needs to be great because it is going to affect how your brand is perceived. The customer cares about how the store looks, the ambience, how it makes them feel and that is what attracts them and convince them to make purchasing decisions. The 1997 study “Store Atmosphere,Mood and Purchasing Behavior” found that customers rate establishments differently based on atmosphere. They conclude that customers spend more money in the establishments where they where pleasant.
Personally, I had an bad experience in Zara, the store is good, it looks good and feels good, but the problem are the employees, most of the time their employees are very disrespectful with the customer or they make things with a bad humor, they get angry if you simply ask them something for example, this is something that commonly happens to most of their customers, but it only affects the store because their attitude makes you feel bad and not buying nothing at the end, with a bad experience and a bad reference, which only would make their sales decrease.
References:
Why Store Atmosphere Matters to Your Customers. (2019, 13 diciembre). The Balance Small Business. https://www.thebalancesmb.com/atmosphere-2890162
Store atmosphere, mood and purchasing behavior. (1997, 1 febrero). ScienceDirect. https://www.sciencedirect.com/science/article/abs/pii/S0167811696000158
Seidy Ortega
ResponderBorrarThe retail atmosphere is made up of various environmental cues, also known as atmospheres, that can be intentionally controlled and structured to enable specific shopper behavior and a better shopping experience. Retail Atmospherics is a term used to describe the manipulation of elements such as color, light level, hue, fragrance, and design in your store to influence your customers' shopping habits. The atmosphere of any store can create positive feelings of excitement, curiosity, and comfort. Subsequently, atmospheric changes in a store environment will affect the mood or sentiment of customers towards that retailer. Atmosphere is of great importance as it is used to create environments and influence shopper behavior. Retailers need to understand shopper environmental psychology and how to create a space where shoppers behave in a focused manner throughout their shopping experience. The elements that I consider that could attract the attention of a client are the following:
1- For ads, immediately create a positive emotional feeling, such as joy 2- Always consider what the customer wants.
3- Create an ad with an emotional roller coaster, that is, video ads that offer a constant level of surprise and joy will not offer long-term engagement. Salespeople must learn to create an emotional roller coaster. By allowing viewers to experience emotional ups and downs, you will most likely grab their attention.
4- Do not make the brand too exaggerated because most will instantly ignore brands that have an extreme brand.
Reference
Impact of atmospherics on sales of a retail store. (2017, 24 abril). UK Essays. Recuperado 21 de octubre de 2021, de https://www.ukessays.com/essays/marketing/atmospherics-on-sales-of-a-retail-store-marketing-essay.php
patricio lubcke
ResponderBorrarvirtual store atmosphere within the electronic store should be carefully designed to affect and support consumers’ buying process, all of which come under a branch of psychology known as ‘environmental psychology’. Since Kotler (1973-1974) was the first to use and define the term “atmospherics” as “the conscious designing of space to create certain effects in buyers. On a competitive market, marketing researchers realize that if consumers are influenced by physical stimuli experienced at the point of purchase, then the practice of creating influential atmospheres should be an important marketing strategy for most exchange environments. Atmospherics is the effort to design buying environments to produce specific emotional effects in the buyer that enhance his purchase probability. Atmospheric variables influence consumer behavior by creating attention, by communicating an image and level of service to actual or potential visitors, and by stimulating affective responses. A store’s environment is comprised of a vast array of separate elements (music, color, illumination, aroma windows display). Atmospherics can be considered as an emotionally oriented design of space which can affect the customers as well as the employees. the critical dimensions of the store atmospherics range from tactile, sensory, gustatory, olfactory, and visual to social factors. The sensory reaction that atmosphere produce and this is perceived by an individual in the retail context can be considered in terms of sight, touch, smell and sound.
UKEssays. November 2018. The Concept Of Atmosphere In Retail Store Marketing Essay. [online]. Available from: https://www.ukessays.com/essays/marketing/the-concept-of-atmosphere-in-retail-store-marketing-essay.php?vref=1 [Accessed 19 October 2021].
Fernanda Ramírez
ResponderBorrarRetailing is a distribution process, which includes all activities related to the sale of goods directly to the end consumer, including the sale of goods and services from a point of purchase to the end-user who will use this product. Retail outlets are used in large shopping malls and high-end stores and boutiques, supermarkets and distribution centers, as well as specialty stores and warehouses. A good perception from the customer's point of view of the atmosphere in a store is what influences whether the customer decides to stay in the store, buy or leave without anything. The space must be pleasant for the customer to feel comfortable. To give a good image to the business it is good to maintain order among all the merchandise, with the minimum and accumulation so as not to obstruct the view. The elements that could attract the clients are the harmony in the spaces since they generate tranquility and it generates the sensation of. Well-being in the place, the ambient music can also generate this type of sensation and different feelings that can cheer the client depending on the concept that you want to transmit, it could be the same depending on the seasons or what is in fashion. The aromas are also an important factor since these smells can remain as a memory and that may help to return.
AGUAS DE SHARI. (2019). Why Store Atmosphere Matters to Your Customers. 21-10-21, de thebalancesmb Sitio web: https://www.thebalancesmb.com/atmosphere-2890162
Aashish Pahwa. (2021). What Is Retail? Retailing Types, Functions, & Characteristics. 21-10-21, de feedough. Sitio web: https://www.feedough.com/what-is-retail-retailing-types-functions-characteristics/
Regina Torres :
ResponderBorrarretail store
: a place of business usually owned and operated by a retailer but sometimes owned and operated by a manufacturer or by someone other than a retailer in which merchandise is sold primarily to ultimate consumers. selling comes from retailing. Retailing includes all the activities involved in selling of goods or services directly to final consumer for personal, non-business use – Philip Kotler. Today, consumer can shop for goods and services in a wide variety of stores. The important types of retail stores are:
Speciality store
Department store
Super market
Convenience store
Discount store
Off-price retailer
Superstore
Hypermarket; and
Catalogue showroom.
The first step in the retail mechanism is constituted by the manufacturers. The manufacturers produce goods from raw materials with the help of tools, processes, and labor. On completion of the production of goods, they are sold to wholesalers. Wholesalers sell goods in large quantities to retailers at low prices. Retailers have the option of purchasing the goods from wholesalers or directly from the manufacturers. The retailers then sell these goods to the end consumers at marked-up prices.
I personally always go to supermarkets and I have seen that retailers just higher the price of the product like 10 x times the original price , because they want you ti buy
it and they create this sort of “atmosphere “ for you to buy it , even though they are selling you something 8x more expensive .I was about to buy a vacuum machine online when I randomly get on Facebook the webs sites oficial page how it was 3,000 cheaper.
Pandemic hit really hard the retail industry by loosing 2,000,000 jobs.
Online retailing is now on fire , since everyone is buying online .
We’ve all bought something on retail and we don’t even realize it anymore .I was just thinking How much money have we already saved if we stopped buying in retail ? Probably a WHOLE LOT.
Why Store Atmosphere Matters to Your Customers. (2019, 13 diciembre). The Balance Small Business. https://www.thebalancesmb.com/atmosphere-2890162
Italo Altamirano Pinzón
ResponderBorrarRetailing stores are usually physical, they could also be online but they’re mostly physical, and they tend to sell their merchandise directly to their customers. For them, the store atmosphere is very important. It is the environment inside the store that ultimately influences buyer behavior that is why it is very strategic to retailers. Retail atmospherics refers to store factors such as display design and fixtures, flooring, smell, store lighting and temperature, music, wall coverings, and other elements of store’s ambience, which can be controlled by a retailer to influence the consumer’s buying mood. Depending on the type of product you’re selling and the target market you’re selling to is the atmosphere your store should have.
Colon, the ice cream shop, is a good example of an unsuccessful store atmosphere. They do have a great and successful product and they have a lot of customers, but their stores aren’t the best looking ones. Every local they have has an old and not very cared image that doesn’t make the customers stop buying there but it makes the experience not as good as it could be.
I believe they don’t work on this aspect or they don’t give it the importance that it should have because thy don’t need to. People are still buying from them, they have a good reputation and loyal customers that don’t care about this atmosphere. But it is an aspect that could be improved. I would suggest to remodel all their locals to a clean and simple classical look, solving the old look they have now.
Swarup, K. (2015, 6 febrero). Retail Atmospherics. The IILM Blog. https://blog.iilm.edu/retail-atmospherics/
Alberto Andrés
ResponderBorrarIn this blog I will talk about retailers and the atmospherics, so what is a atmospheric in the retailers industry and is The design of an environment via visual communications, lighting, colors, music and scent to stimulate perceptual and emotional responses.
The atmospherics can be something that will help you bringing clients and most important retaining them in the store, because imagine that you want to buy something from a store but is boring in the inside not many colors, very dark lighting and disorganized, you will buy the thing that you want but you will want to leave as soon as possible other example is like when you are shopping in a my ( I know this because last week I was vaccinated) so I went shopping and in the mall they were a lot of stores and I didn’t have the time to go to all of them so what I did, I went to the better looking ones
And like I talked before I went shopping shopping and I had a very bad experience in one store in one of the ‘luxury stores’ and since the first moment I entered the store some one was always watching me in a bad way and when I asked some for help he ignored me so I just left the store
Valeria bravo
ResponderBorrarA retailer might lose customers due to a bad experience that a client might had and that can lead to make the customer to never come back or to avoid most of the times to go to that retailer, for a example, I had experienced a similar situation in where a retailer caused a negative impression, when one day I decided to go to Sephora to take a look to the products and the makeup of the retailer and see if I buy something, but the personnel of the store make my experience impossible to enjoy because first of all the person of the store in charge of the security all the time she kept following me and observing me as if I was going to steal something and that make me very uncomfortable, it didn’t make me feel welcome and all I wanted to do was leave because I couldn’t grab a lipstick without the stare of threat from the guard, and also the personnel of the store at first they treated me with service and with interest in helping me, but when they notice that I was probably not going to buy anything they stop treating me as a client and even they were rude, in a way that I asked them something and they barely respond me, and that made me feel unwelcome, they had a terrible attitude and all they did was make me go from the store and decide to not waste my money in that retailer, they didn’t gave me the chance to appreciate the products and convince me to buy them. I think they didn’t worked correctly in this matter because they personnel is not trained correctly and the resto,de hire people that don’t enjoy their work, and don’t have the ability to treat clients correctly, they had no interest and they don’t give their job importance and that may ruin the image of the retailer, untrained and unsupervised personnel.
The proposal that I would deliver to the company is to take seriously the task of recruiting personnel in all of their retailers, trained the personnel and establish a good and experienced supervisor so it can avoid these types of attitudes in the retailer that it may cause a negative experience in the clientas and make them never come back, if a client enjoys shopping in a retailer and he feels comfortable and in a good environment , he will keep enjoying coming back and buy.
Campos, C. (2021). Retailing. Octubre 22, 2021, de Sway office Sitio web: https://sway.office.com/VZXhMYo0HEMSM2rc?ref=Link
Natalia Xacur
ResponderBorrarSimply 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 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 atmospheres matters to customers, by Shari Waters for The Balance SMB)
My personal bad experience with a retail store was a Marshall’s.
I went there because they sale stuff at half or even lower than their price, and I saw that like a win because I had to get a plush for my cousin and some clothes for me.
After searching for one, we got to one in the middle of nowhere, where Christ left and never came back.
I went inside and the first thing I noticed, after the lack of employees, was a terrible piss smell that came from the ceiling. I wanted to get out of there but I thought about my little cousin so I stayed.
After a few minutes, I went to the toy section, where everything was covered in chalk, dust, or God knows what.
I thought “this is a hazard for any child” and asked for an employee.
It never came, like, never. There was a lack of personal and even tho there were two there they didn’t even bother to help.
I left with nothing, hoping I didn’t get a deadly virus that could potentially leave me blind, even tho I hoped to never see a store so filthy in my life.
After three years we came back in pandemic and it was so much better and cleaner than before. It was a miracle.
If I could give them a suggestion is to check on their stores for once in a while, and check on the employees they have as well.
And that’s all, thank you for reading my Ted talk.
Este comentario ha sido eliminado por el autor.
ResponderBorrarRodrigo Avila
ResponderBorrarAfter reading and researching about atmospherics i got the conclusion about why is important in retailing and now i know what the real meaning is:
Retail atmospherics refers to store factors such as display design and fixtures, flooring, smell, store lighting and temperature, music, wall coverings, and other elements of store's ambience, which can be controlled by a retailer to influence the consumer's buying mood.
Now i know that the atmosphere in the store is more important that i thought and that is not only color and it has a lot of factors, but for me the most important is color and placement
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?
Once I went to Zara and the staff treat me in a very disrispectfull way, they treat me different because I was minor, and almost every time people treat you different and dont care about you. In my personal opinion they should fire all those kind of people
https://www.investopedia.com/terms/a/atmospherics.asp
Roberto D. Sena M.
ResponderBorrarThe significance store environment plays in the general achievement in your retail business. Alongside great store apparatuses, there are many elements that decidedly contribute in making a store air customers will appreciate shopping and commend your business.
In any business the most important asset for the success is the “consumer”, they are the factors of sale and profits of the business. Knowing and understanding the customer is one of the most important, tedious and challenging aspect for any organization.
in-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. This is known as atmospherics for short. Atmosphere is a direct contributor to the customer experience, which is one of the most important elements of business today.
This means that you need to take the necessary steps to improve the in-store experience, and motivate people to venture outside their homes and stop in-store. Look at retailers for example, as they usually attempt to create store atmospheres that are calming, pleasant, and alluring to customers.
https://www.onholdinc.com/mohblog/why-in-store-atmosphere-matters-for-your-customers/
Any store's atmosphere can elicit positive feelings of excitement, curiosity, and comfort. Changes in the atmosphere of a store's environment will influence a customer's mood or feeling toward that retailer. Atmospherics is used to create environments and influence consumer behavior. Retail atmospherics refers to store factors such as display design and fixtures, flooring, smell, store lighting and temperature, music, wall coverings, and other elements of the store's ambience that a retailer can control to influence the consumer's purchasing mood.
ResponderBorrarIn store atmospheres are used to attract customers and make them feel like they are having an experience. Some stores have negative atmospheres such as H&M, that gives the customer a cheap feeling.
The atmospherics of any store 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. his is referred to as environmental psychology. Studies on environmental psychology suggest that shoppers have one of two responses to an atmosphere: approach or avoidance. Approach and avoidance behaviors can 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; and feelings of satisfaction or dissatisfaction. Retailers need to understand shopper’s environmental psychology and recognize how to create a space where shoppers will show approach behaviours throughout their entire shopping experience.
ResponderBorrarIt is a form of marketing that shows your customers who you are and what you sell. The way you present your store can shape shopper habits and increase sales. It can act as the trigger that leads in-store customers to make a purchase or make a larger purchase.
In order to become successful in earning customers' attention, you must consider these two important elements – high-quality content and effective distribution. The best way of enticing your customers is to provide them with valuable content filled with attention-grabbing words.
My personal example is once that I entered to the store and the employee started telling me if I needed something, a lot of times and one thing is being polite and the other is being intense with the customer, and that is a negative impression in the customer. I think they haven't worked on this issue because the employee is to worried on helping the customer that instead of helping the customer is driving away the customer. My proposal to the company is that to teach the employees to be polite but not to be intense and make the customer have a good experience.
A) Explain how important is for retailing store to work with atmospherics. What elements do you consider can bring more attention to the customer?
ResponderBorrarStore atmosphere includes all the physical characteristics of the retail store with which you create an attractive image for customers.
Atmospherics contribute to the user experience and the way they see your store so it is very important for your business to grow and their perception to be better captured.
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?
It happened to me once when I went to a Walmart and it was already pandemic and from the beginning, it seemed to me that it was very crowded and the people were very close and besides when I went through the filter they put a very ugly and sticky gel which I could not remove until I went back home and washed my hands. really was not a good experience and caused a bad impression. The way I would fix it is to have a person to watch that people are not so sticky that they change their antibacterial gel and to let a certain number of customers into the store.