Recall your recent visits to competing for discount stores, supermarkets, department stores, or speciality shops in your area and describe the image you have of each store. What factors account for the image differences? For the poorest image store, design a strategy for upgrading its image.
I recently visited the showrooms such as H&M and ZARA. The image of these shops can be described as follows:
ZARA: the collection was limited but exclusive. The collection was trendy too. The shelves and the displays were well-organised and neatly arranged. The retail executives were very welcoming and were continuously active to assist.
H&M: the vast collection was present in their shop. Some were in trend, whereas some were out of the pattern. The shelves and the displays were not well-organised and very confusing. The retail executives were passive, and we have to reach out every time to get their help.
There are many factors which account for the differences between the two stores. These differences are store management, accessibility and assistance. Also, there were other factors too, such as layout, display, store ambiance, brand, quality and others. In case to improve the image of the store, the following measures should be taken:
- Retail executives must be trained.
- The layout should be redesigned.
- The better and more creative designers should be employed.