Retail Marketing Report
Retail Marketing Report
2036MKT Retail Marketing: Assessment item 1
Briahna Noonan s2951808
Executive Summary
This report studies the aspects of merchandise assortment and store design within two retailers to identify and research a foundation area that positively and negatively affect the two stores through the literature and associated fieldwork. The two retailers under the retail category of convenience stores were selected and their merchandise assortments and store designs were observed. The retailers were Night Owl Convenience store and 7 Eleven Stores Pty Ltd. Merchandise assortment elements that were assessed include range and quality of merchandise, breadth and depth of product range and the types of brands. Store design elements were assessed based on the retailers’ infrastructure, store layout, spatial planning and visual merchandising.
The observations are used to compare and contrast the two retailers and found that each retailer had their strengths and weaknesses within their merchandise assortment and store design which influences the stores success.
NightOwl provided a good merchandise assortment with a range of quality brands, products, breadth and depth. Its store design did not perform effective merchandise spatial planning as a result of the stores layout. Factors such as lighting and flooring also let down the stores design performance. The store provided a good use of visual merchandising, particularly with signage which helped to determine sale items. 7-Eleven performed very well in the merchandise selection by providing high quality merchandise and a great product breadth and depth which reinforces a positive store image. Its store design is very effective adding convenience for shoppers through the stores infrastructure, creating an attractive interior, store layout, merchandise spatial planning and visual merchandising such as signage. Another advantage in the 7-Eleven store design was allocating the cash register towards the
2036MKT Retail Marketing: Assessment item 1
Briahna Noonan s2951808
Executive Summary
This report studies the aspects of merchandise assortment and store design within two retailers to identify and research a foundation area that positively and negatively affect the two stores through the literature and associated fieldwork. The two retailers under the retail category of convenience stores were selected and their merchandise assortments and store designs were observed. The retailers were Night Owl Convenience store and 7 Eleven Stores Pty Ltd. Merchandise assortment elements that were assessed include range and quality of merchandise, breadth and depth of product range and the types of brands. Store design elements were assessed based on the retailers’ infrastructure, store layout, spatial planning and visual merchandising.
The observations are used to compare and contrast the two retailers and found that each retailer had their strengths and weaknesses within their merchandise assortment and store design which influences the stores success.
NightOwl provided a good merchandise assortment with a range of quality brands, products, breadth and depth. Its store design did not perform effective merchandise spatial planning as a result of the stores layout. Factors such as lighting and flooring also let down the stores design performance. The store provided a good use of visual merchandising, particularly with signage which helped to determine sale items. 7-Eleven performed very well in the merchandise selection by providing high quality merchandise and a great product breadth and depth which reinforces a positive store image. Its store design is very effective adding convenience for shoppers through the stores infrastructure, creating an attractive interior, store layout, merchandise spatial planning and visual merchandising such as signage. Another advantage in the 7-Eleven store design was allocating the cash register towards the