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Summary lecture 4 Retail Marketing
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Summary of the lectures fall 2016. Not considered grammar and sentence structure. Also some pictures of slides included.
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By: Macerr • 7 year ago
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HC 4 – Retail Marketing 26-09-2016In-store Shopping
- Store Atmosphere: online?
- In-store shopping
o Impulse buying
o Unplanned buying
Part of unplanned buying = impulse buying Impulse buying tendency (not the
same for everyone).
Bell et al. = Purchase to path Coming together of the 3 lectures.
Based in S-O-R environment exists of different stimuli (approach / avoidance etc.).
Stimuli are interpret as neg. or pos.
Components physical environment: Recap
1. Ambient factors (e.g. smell)
2. Social factors (e.g. stoplicht lijntje dat aftelt, voelt als minder lang + bij bus
die komt over 3 min)
3. Design factors
a. Aesthetic (e.g. colors)
b. Functional (how designed functional, does it help me to move around?
Or make me leave?)
Attracting vs. Facilitating cues
Also use it in the online world?
- Even harder to keep people in your store online.
- Making it entertaining
- Virtual layout & design
o Grid layout, Free-form layout, Racetrack depend on motivation
what they like better
- Virtual atmosphere
o Background color etc.
- Virtual theatrics
o How vivid is the website?
o Images
o Vividness
- Virtual social presence
o Crowding etc.
o Virtual presence
How use this in Omni channel way?
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