Summary lecture 4 Retail Marketing

HC 4 – Retail Marketing 26-09-2016

In-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?