Why do you think that store atmosphere plays a vital role in setting up a Retail Unit? Explain with suitable illustrations.

 Yes, store atmosphere plays a vital role in setting up a Retail Unit Simply, store atmosphere includes the physical characteristics of a retail store used to create an image to attract customers.

It’s also known as atmospherics for short. It is a direct contributor to the customer experience, which is important to developing your brand and how your brand is perceived. The atmosphere is made of gases that are essential for photosynthesis and other life activities. The atmosphere is a crucial part of the water cycle.

It is an important reservoir for water, and the source of precipitation. The atmosphere moderates Earth’s temperature, atmospherics refers to all aspects of physical environment found outside the store entrances, main board, marquee, windows and lightings etc.

Storefront of every retail store exhibits a specific image such as traditional, upmarket or discount store to the shopper. In competitive markets, retailers can use the storefront as a strong differentiating factor and attract and target the new customers.

The major influencing aspects of external atmospherics are discussed as below:

Retail Store Entrance: In India, most of the traditional retail stores enjoy open entrance with no provision for entrance doors a d security guards while in some leading markets retailers or owners of the stores even stand outside and invite the passing by shoppers to f visit their stories and also communicate the availability of specific merchandise.

It is one of the most powerful components of retail positioning strategy and one of the most powerful tools in attracting, influencing, and satisfying consumers. Retailer or manager is expected to design or redesigned a store, with an objective of influencing customers buying decisions and shopping behaviours.

On the other hand, a typical south Indian restaurant maintains duller lighting, which ensures a subdued customer activity level and makes sure that most of them remain confined to their tables.

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