Pregled bibliografske jedinice broj: 917359
Store design as a competitive tool in retailing: the case of Croatian retail stores
Store design as a competitive tool in retailing: the case of Croatian retail stores // Proceedings of the 4th International Conference on Enterprise in Transition
Split: University of Split, Faculty of Economics, World Bank, 2001. str. 388-403 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
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Naslov
Store design as a competitive tool in retailing: the case of Croatian retail stores
Autori
Mihić, Mirela
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
Proceedings of the 4th International Conference on Enterprise in Transition
/ - Split : University of Split, Faculty of Economics, World Bank, 2001, 388-403
Skup
4th International Conference on Enterprise in Transition
Mjesto i datum
Hvar, Hrvatska; Split, Hrvatska, 24.05.2001. - 26.05.2001
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
retailers, customer, store design, store atmosphere, display of merchandise, POP advertisements
Sažetak
The importance of store design and its particular elements in creating efficient shopping atmosphere is discussed in this paper. In transition to market economy, Croatian retailers begin to understand the importance of store design and pay more attention to it. With inadequately decorated space, old-fashioned equipment, predominantly unattractive display of merchandise and by insufficiently using point of purchase displays older types of stores can hardly compete with new, modern stores. Retailers now realize that they should offer much more than a mere assortment of merchandise. Therefore, store design becomes one of very important competitive tools that differentiates one store from another. Namely, by using point of sale advertising displays and new, attractive display technics, retailers try to create the proper shopping atmosphere that enables customers to shop in the store with enjoyment, stimulate them to stay longer, spend more money than previously planned and finally return to the store again. Those who cannot or do not want to follow changes are losing market game. After presenting the importance of store design, the results of an empirical research carried out on the sample of retail stores in Split-Dalmatian County will be presented. The retail survey methodology was used to collect data. At the end, some recommendations, which suggest retailers how to decorate their stores similar to the ones in developed countries, are proposed on the basis of the research findings.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
