RMG 452 Chapter 2: WEEK 1

• School: Ryerson University
• Department: Retail Management
• Course: RMG 452
• Professor: Vladimira Steffek

Document Summary

Visual merchandising supports retail strategies: retailers challenge is letting their target customer know who they are, what they stand for and what they plan to do, promotional mix is a combination of communication tools, advertising. In store marketing: special events, personal selling, visual merchandising, all of this plans to tell potential customers about merchandise. Installing promotional signage for in store selling: producing workable departmental layouts and interior d cor, devising merchandise fixture layouts for day to day operations, placing and presenting merchandise on walls/fixtures, working as team members with the stores promotional staff. Sales associates" relationships with customers communicate brand image: brand image is also portrayed by customer relationship management, the idea that retail operations are interested in creating relationships with their customers says much about the value of brand image. Intangible factors by which customers measure retail brand image: concern for reputation, responsiveness to customer needs/wants, brand service/reliability. Important for retailers to understand the importance of their fitting rooms.