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Retail Operations, Second Edition by Sarah Lim, Angie Tang

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Chapter 7. Upkeeping Shop Image

Image

Retailers spruce up their shops’ appearances, stock up the right merchandise and upkeep the facilities in the shop to create the right atmosphere as well as an enjoyable and fuss-free shopping environment for their shoppers.

The objective is to create a positive image. A positive store image helps to:

• Attract shoppers to the shop

• Get them to go inside the shop

• Encourage them to browse

• Encourage them to buy the merchandise/service

“Store Image = Store Personality”

Store image can also be defined as the overall perception shoppers have of the store’s environment. It is the store’s personality.

Perception = ...

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