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Definition und Begriffsbestimmung der Ladengestaltung
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ISBN10: 3656511640
ISBN13: 9783656511649
Publisher: Grin Verlag
Published: Oct 12 2013
Pages: 32
Weight: 0.12
Height: 0.08 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783656511649
Publisher: Grin Verlag
Published: Oct 12 2013
Pages: 32
Weight: 0.12
Height: 0.08 Width: 5.83 Depth: 8.27
Language: German
Studienarbeit aus dem Jahr 2012 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Universität Bayreuth, Veranstaltung: Seminar: Ladengestaltung, Sprache: Deutsch, Abstract: Ladengestaltung ist für einen Einzelhandelsanbieter unausweichlich, wenn er sich von der Konkurrenz abheben will. Es wird jedoch deutlich, wie umfangreich das Themengebiet ist und, dass es nicht einen perfekten Weg gibt, sondern viele richtige Wege, die immer mit Kompromissen verbunden sind. Dabei erfolgt eine Orientierung an den Präferenzen des Kunden und versucht diesen gezielt durch Reize zu beeinflussen, um seine Verweildauer und die Anzahl gekaufter Waren zu erhöhen. Dies soll letztendlich zu einer erhöhten Verkaufsflächenrentabilität führen. Die Bereiche der Ladengestaltung gliedern sich in die Gestaltung des Au enraums und in die Gestaltung des Verkaufsraums. Im Zuge der Regalanordnung wird zwischen einem Individuallauf und dem Zwangslauf gewählt. Die Space-Utilisation beinhaltet ein Optimierungsproblem bei der Verteilung der Artikel auf die Verkaufsfläche. Dieses wird anhand von Kriterien, wie Deckungsbeiträgen oder dem Bekanntheitsgrad eine Artikels gelöst. Es wird über visuelle, akustische, olfaktorische und haptische Variablen kommuniziert. Besonderheiten wie kulturelle, geschlechtsspezifische und altersspezifische Unterschiede müssen berücksichtigt werden.
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