Purpose:

Your assignment will focus on critically analyzing individual retailers using the list below as your criteria.

Please make brief commentary on why you think a particular aspect of retailing is either effective or ineffective. $($This may be a little more difficult than it sounds due to the fact that we all make subjective interpretations of retailing environments. However, it may simply be the case that we are not part of the target audience so it wasn$$t designed to appeal to us$.)$

Methodology:

$$ Visit any two $(2)$ retailers you are familiar with and observe aspects of retailing that correspond to the list below. $($If travelling is difficult this can be from memory or you might want to try an online retailer$)$

$$ If you do this in person you will need to identify yourself to store personnel, as they may be sensitive to being analyzed. $($This is also an excellent opportunity to gather information from staff members$)$

$$ Note $-$ with regards to your areas of observation you are not limited to the list given below but can expand the scope of your observation to include other examples of retailing techniques. However, you should always pay particular attention to the target market that the store is trying to attract....if this is obvious, as sometimes it isn$`$t$!$

$$ Some students find it helpful to compare the stores $$ this is not required but if you find it helpful in your write$-$up$,$ go ahead!

Report Guidelines:

$$ Please include a breakdown of your methodology in your introduction. Include the stores analyzed and the aspects of retailing highlighted in each store

$$ Please score the score from a $110$ scale $(1$ being poor; $10$ being excellent$)$ for each aspect identified

$$ The maximum length for your term assignment is four $(4)$ pages, using $1\mathrm{.}5$ spacing.

$$ Individual or groups of two $(2)$

$1.$ Depth of Product Line $$ store carries a large assortment of each item.

$2.$ Breadth of Product Line $$ store carries a large variety of items. $($Scrambled merchandising $$ carrying several unrelated product lines in a single retail store$)$

$3.$ Technology $-$ Visible impacts of technology in the retailing environment

$4.$ Level of Service $$ Self$-$service, limited service, full$-$service

$5.$ Retail location $$ walking access, parking lots, proximity to other retailers, etc.

$6.$ Pricing strategy $$ everyday low pricing, individual sales, etc.

$7.$ Target market $-$ Connection between age demographics of shoppers and personnel $($Is it obvious which target this store is designed for?$)$

$8.$ Store image & Store design $-$ what you found appealing

$9.$ Outlet Outside Appearance $$ external, window display, etc.

$10.$ Store Atmosphere $$ what you found appealing $/$ irritating

$11.$ Store Layout $$ how easy it was to get around or locate products

$12.$ Allocation of Space and Shelf$-$space Allocation $$ did you notice any patterns, what about generic or national brands?

$13.$ Sales Promotion $$ types of promotion including in$-$store displays, coupons, etc.

$14.$ Customer Service $$ including salespeople