BEAUTY AND EXPRESSION OF
Point of sale is defined as the permanent point of sale where the customer gets he made his purchases. It can be an autonomous decision center (independent trader), or only one of the spatial entities in possession of commercial firms that can exploit various forms of organization of trade activity: shop, shop, warehouse, warehouse.
The store is a construction system, designed to display, store and sell goods to final consumers, ie its customers. Such a definition suggests the need for a general plan of the store, where its defining elements distinctive to offer the organization and functioning.
A store must provide your own picture to it individually over its competitors. Store image can be defined as consumer perception of store attributes and its value placed in a package of features: store location, size and structure of the assortment of goods, environment and internal organization, promotional resources, overall planning.
These features are perceived by customers synergistic, as those elements that define the personality of the store. Ask how personality like the store, consumers will respond by using words like: honest, fair, reliable, exciting, interesting, etc.. so describing and physical facilities provided: cleaning, easy to find parking, etc..
A list of attributes can not be exhaustive. Each store, depending on its commercial policy, the particular area of attraction, may have other attributes.
It is estimated that the commercial success of a store depends on:
a) its location;
b) the choice assortment of goods and services offered for sale;
c) environment and organization (setting) inside.
II. STORE LOCATION
The problem does not arise implantation of a shop for a dealer already installed in a place that can be excellent or mediocre. It puts the trader who wants to create a new business by buying an existing space or by another building.
Foundation design decisions on new stores and remodeling existing ones to be worthwhile is based on rigorous knowledge of the factors which determine the volume and structure of goods demand, the population of the perimeter area of attraction of that store.
Demarcation of the attraction is the starting point for determining the future size of a store, trade and technology to redesign the store is being modernized. In this ranking, based on a study aimed at analyzing the value of location shop. Such a study should answer questions like:
The shop is on a site with wideØaccess roads?
Example: percentage of people going through the store, parking possibilities in front of the store.
What are the characteristics ofØthe area’s geographic location?
Example: central area, ultra-central or peripheral, industrial area or weaker, residential and tourist area.
District has a specialØattraction?
Example: The store is located near a public market, a railway station, an office.
Point of sale store, natural barriers;
– Second stage: collecting information needed to assess potential sales (from official data banks or through specialized companies)
– Third step: analysis of retail outlets in close proximity (area, turnover).
Analogy method. It is an empirical method, developed by Applebamm and trade area delineation is then to estimate the market penetration of competitors. Sales potential is assessed by analogy. Calculate the power of attraction “or” absorption rate “of each store, each defined area. In this sense we distinguish the following areas:
primary area: bounded aroundýthe center of gravity of area attraction, where you shop provides the bulk of its turnover (for a supermarket share is about 60-70%);
a secondary area: providingý15-25% of supermarket sales;
tertiary area: the differenceýup to 100%.