Define and Discuss ‘Retail Experience’ Essay

Define and handle sell recognize. Use a case make example to demonstrate its application. How does the retailer produce and enhance regard as?Define and treat retail experience. Use a case study example to demonstrate its application. How does the retailer get and enhance value?David OluRETAIL MANAGEMENTDefine and discuss retail experience. Use a case study example to demonstrate its application. How does the retailer grow and enhance value?When people go obtain they exigency to encounter an enjoyable experience which impart satisfy their needs so in recent years retailers have tried to take the shopping experience to a nonher level in auberge to encourage consumers to build a relationship with the injury. The intend of this essay go awaying be to come forthline what is meant by the term retail experience. The main rivet bequeath be on a particular case study involving apple in order to explain how the retailer goes on to enhance value.Retail experience can be se en as a process in which a retailer packages an experience together with products. (Berman B & Evans J 2010) highlight that A Retailers image depends heavily on its atmosphere. When looking at atmosphere it is the psychological sprightlinessing a customer gets when visiting the retailer.It is noted that atmosphere can influence indulgent value this is an important face of the experience, beca intake this is what plays a vital role in gaining a customers interest and it can sponsor in leading the customer into the buying process. All of the major retailers leave alone aim to earmark a relaxing environment for their consumers because shopping is considered as fun and pleasurable (Jones, 1999). There argon some cite factors that contribute to this, first we look at music because it provides entertainment for shoppers Turley and Chebat (2002).Followed by lighting the appropriate use of it,such as product spotlighting and dim ambient lighting, and thirdly the use of bright and vi brant colours. Swinyard (1993) reiterated this by pointing out that Mood states are present in virtu whollyy e actually shopping encounter, and could have a significant effect on shopping behaviour. And In Relation to this (Kemp and Kopp 2011) alike put beforehand that Emotions shape our everyday existence, including our consumption and bribe behaviour. So this could mean that a consumer in a big mood may tend to view shopping activities differently from one in a dear mood.When a customer enters the blood line atmosphere they are not able to experience the music in seclusion or smell the scent without seeing the colours as well they do not walk on the floor-covering without go throughing the ambient temperature. The typical customer experiences amounts of all these and other incentives as an on- loss, joint experience. So it can be argued that some buying environments are purposefully designed to produce specialized emotional effects in shoppers.Berman & Evans J (2010) ar gued that The presentation merchandise and the displays that bring shoppers into the gunstock are very important in creating a retail image. So other factors which have to be considered when looking at retail experience is the layout of the shop itself because if the shop is nicely laid out it will encourage customers to take place more time in the shop than originally planned. So retailers have to consider the layout of the products and how they can approach to customers and also clearly labelled displays if they have any in order to make the customers indentify what is on give clearly. So it is always essential for a business to ensure that the shop is properly organised.A store outdoor provides a powerful impact on a businesss image this should be planned in effect a store exterior consists of the total physical exterior of the store itself, with a storefront most retailers can present a traditional, trendy, upscale environment, in relation to retail experience customers wh o happen to pass a shop they normally judge a store by its exterior so this can be used to draw in customers with things like display windows fork outing products will be able to catch a customers attentionstraight away most retailers make use of mannequins in order to grab peoples attention.Customers always want to feel valued and welcomed when they visit a shop so when they enter the shop they expect a unassailable customer service from the members of staff this is crucially essential for an transcription to manage. Because not only will shoppers lever the store due to the products offered, or atmospherics but they will have more of a coc rudimentaryed interest due to the kindness of the salesperson (Lombart and Jeandrain, 2003). If the members of staff are always available and helpful it will create a customer satisfaction and this can be considered as a key find out factor with benefits of repeat shopping and buying behaviour if managed effectively so with this it means th at customers will always have a good experience, when they encounter polite and helpful members of staff and this will also create a compulsory image for the business.Promotion is another tool in which retailers will aim to provide satisfaction to their customers so in order for them to do this they implement special offers as a strategy to achieve this, if an organisation regularly provides promotion as part of its experience it will find that they will close in more customers. So for example retailers like Tesco or Asda regularly offer promotion and they go head to head on offers in order to gain draw in more people. not only will offering promotions attract repeat custom it will also allow the organisation to generate profit.All different kind of Retailers will try to use different ways in order to bring that retail experience that their consumers desire so retailers who connect with customers through experiences which are in person relevant , memorable, interactive and also e motional are more likely to increase sales and stag loyalty and this is why experience stores such as apple have emerged, reason being that they want customers to bond with the brand, at first hand , a try before you buy approach .Apple is one of the biggest leading technology companies in the world apple provides customers with an attractive and relaxed environment where they canhandle. Apple has been developing its experience stores since 2001 and by the end of 2008 the company had opened some 250 increasingly sophisticated stores (Jones, & Comfort, 2010).Benghazi (2012) States that socialize browsing experiences might help a browser to learn more about the offers and characteristics. Customers will be able to use companionship in order to make a decision on whether they should purchase the product or not so in regards to this Apple provide their consumers with a live interaction of their products for example the Apple store in Londons regent street lets customers get touch in Getting started workshops this includes showing customers how to set up a new Mac, connecting to the internet and sending emails.This goes to show that Apple are trying to involve their customers with a firsthand experience of the brand and the products they offer, the experience goes beyond the store itself the company provides summer camps for children and youth workshops. Children aged 8-12 years get what is known as a hands-on Mac experience, during a 3 hour workshop 8-13years olds can compose a air in a garage band, construct a photo album and create key note presentations. This illustrates on how Apple are trying to expand retail experience to their customers by going beyond the in store experience this will in return generate a positive outcome for Apple.Within regards to the designs of the stores, the interior represents three values, which are transparency, community and service. There is the open spacious interior containing the computers, IPods and IPhones which are neatly placed on tables this portrays transparency. Community is encouraged by the store through its field of honor and its lounging areas and and so the commitment into services is branded into customers minds as they are able to visit the genius bar, distributively store is looked at as a place where people can feel comfortable and are not intimidated by technology.Apple stores may be designed to sell but also at the same time they are designed to teach, customers who walk into an apple store just for a casual play of the products can find that the experience can quickly turn into some salutary learning. When we look at a typical apple store it has threespaces the first one is usually for play and for purchasing, and the other one is for learning a customer would typically come across these areas in that order. The shop is laid out in a simple manner enabling the customers to move around freely to admire the products within the store.Like any other store, apple stores consist of members of staff who brave a blue t-shirt with the apple logo in the middle making them easily recognizable to the public as the staff with a casual look. There always there to help customers with their knowledge on how to use the products. The members of staff always ensure to crave customers if they need help if the customer looks lost, this fictitious character of retail setting allows customers and members of staff to interact as the members of staff are always asked questions in regards to the products, and the questions that the customers ask the staff guide the learning and they reveal what has been learned and what else is there left to be learned. So in a sense Apple have able to take the relationship between the customers, staff members and the store to a different level of retailing and learning.The Apple store has built relevance into every branch of the shop, the members of staff are aware that they have to start with the customer and with whatever knowledge the customer knows and then progress on from there. Despite the technology the apple store experience is more focused on forming a relationship with the products rather than just focusing on products. An Apples store experience generally provides a powerful image about the brand Apple is able to combine products together with service effectively in order to reward their customers with a unique experience in which customers are able to feel like learners who are able to develop valuable skills. The Apple store learning experience is greatly adapted and focused on the interests and the needs of the individual customer.ConclusionRetail experience is vital for all of the retailers to establish in order to looking at Apple they have successfully established an environment where customers would want to come back again and again so in conclusion Apple has shown that they value their customers by ensuring that their customers experience the products at first hand and by also taking that experi ence outof the store by providing their customers with things like summer camps. It is vital that Apple continue to bring this experience to their customers because it will mean that they will generate repeat custom and also they will be able to attract new customers.BibliographyBooksBerman, B. and Evans, J. (2010) Retail management a strategic approach. 11th Ed. New Jersey Pearson education Inc, p.508, 509,510,512. netSonera, T. (2006). Apple case study. 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