Retail Marketing Case Study - the Body Shop in Hong Kong Essay

Words: 5588
Pages: 23

Group Assignment

Course Code: 2096MKT Course Title: Retail Marketing Convener: Dr. Owen Wright

Group Members: Cheng Kwok Hung, Pat (2815157) Ng Wun Ying, Tiffany (2815764) Wan Po Yee, Lilian (2815159)

Due Date: 06-01-2011 Word Count: 3710

Bachelor of Business (Marketing) Program

Table of Contents
Executive Summary 1. Literature Review 1.1 Sustainability 1.2 Store Design 1.3 Sustainable Store Design 2. Introduction of The Body Shop 3. Case Study: The Body Shop 3.1 Current Store Design 3.1.1 Store Infrastructure 3.1.2 Store Layout 3.1.3 Merchandise spatial planning 3.1.4 Visual Merchandising 4. Recommendation 5. Conclusion 6. References 1 2 2 3 6 7 8 8 9 11 12 13 14 23 24



Executive Summary

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It is like designing a road system where we also design the surrounding landscape; the landscape corresponds to what we call store infrastructure. There are some road systems to create the people traffic including grid store layouts, free form systems, boutique designs, racecourse layouts and hybrid store layouts. Another important aspect of store layout is the arrangement of non-merchandise facilities so that they harmonize with the relevant road system.

(3) Merchandise Spatial Planning It includes the location of merchandise groupings through departments – if relevant – as well as the location of merchandise within each department. The most fundamental aspect of merchandise spatial planning is to decide which departments or focus areas the store should have.

Such a product range question can be solved by using the department classifications that relating to different consumer behavior characteristics linked to particular type of merchandise. They are convenience merchandise, demand merchandise, comparison shopping items and interdependencies across departments.

Convenience merchandise is departments in high traffic areas and which generally have high space productivity, defined as sales per square meter. Demand merchandise refers that the consumer has come to the store deliberately to buy items or services and given the strong shopping motivation of consumer,