n the previous lesson, we explored the various Attributes that influence Store Positioning.
These attributes can be categorized into two groups:
- Outside the Store Attributes
- Inside the Store Attributes
We also learnt what a Perceptual map is.
A Perceptual map is a simple graphical representation of how each store is positioned in comparison to other stores in the consumer's mind.
It helps retailers visualize their market position relative to competitors.
It helps retailers visualize their market position relative to competitors.
It helps to understand where opportunities lie (where there is no crowding of brands) and which parts are most competitive (where brands are very close to each other).
The diagram below shows an example of a perceptual map of the women’s apparel market.
From the above map, we can see that the various brands were placed based on consumers’ ratings of these stores in comparison with other stores on the factors chosen.
In today’s competitive retail landscape, creating a memorable store image involves curating an experience. From merchandise and sales associates to interiors and customer experience, every aspect contributes to how a store is perceived. In the next lesson we will explore these in detail.
The diagram below shows an example of a perceptual map of the women’s apparel market.
From the above map, we can see that the various brands were placed based on consumers’ ratings of these stores in comparison with other stores on the factors chosen.
In today’s competitive retail landscape, creating a memorable store image involves curating an experience. From merchandise and sales associates to interiors and customer experience, every aspect contributes to how a store is perceived. In the next lesson we will explore these in detail.
Class Sessions
1- Summary of Benefits of Branding for Retailers and Customers
2- Store Positioning
3- Attributes that influence Store Positioning
4- Objectives, Functions and Types of Retail Advertising
5- Crafting the Retail Advertising Message
6- Key Points discussed so far
7- In-Store Media Vehicles
8- Shopper Marketing Process
9- Sales Promotion and its importance
10- Sales Promotion Categories