consumer goods and layout designs
TRANSCRIPT
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Topics
Consumer goods and purchases
Classes of Layout designs
Presented toMa’am Huma
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Group MembersNagina Anwar 641
Zeena Anwar 64
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C!N"#M$% G!!&" AN&'#%C(A"($"
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Who is Customer?
• A customer is also known as a
client,
buyer,or
purchaser
!"ample#$ Purchase o% Antihypertensi&e suchas '$blocker, CC' or (iuretic
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Types o% Customers
• Customers are )enerally cate)ori*ed
into two types+
)ntermediate Customer or
*rade Customer
#ltimate Customer
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• An intermediate customer or trade customer#who is a dealer that purchases )oods %or re$sale
• 'harmaceutical products purchased by the retailpharmacist
• An ultimate customer# who does not in turn re$sell the thin)s bou)ht but either passes them
to the consumer or actually is the consumer
• )nsulin purchased by a diabetic or care ta+er
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&i,erence -etween C#"*!M$%and C!N"#M$%
• A customer may or may not also bea consumer, but the two notionsare distinct
Customer Consumer
#ses Goods'urchases Good
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C-./M!01.M
Consumerism re%ers to wide ran)e o%acti&ities o% )o&ernment , business andindependent or)ani*ations desi)ned toprotect ri)hts o% the consumers
Consumerism is a process through
which the consumers seekredress(to set right) ,restitution andremedy for their dissatisfaction and
frustration.
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• This term is used to re%er to theconsumerists mo&ement or consumerprotection act, which seeks to protect and
in%orm consumers by re2uirin) suchpractices as+
• Honest packa)in) and ad&ertisin)
• Product )uarantees
• 1mpro&ed sa%ety standards
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C!N"#M$%
G!!&"AN&
'#%C(A"$"
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Consumer Goods
• Consumer goods are goods thatare ultimately consumed rather thanused in the production o%
another good• 4or e"ample, antibiotic in5ections, a
microwa&e o&en or a bicycleConsumer
Goods
)ndustrialGoods
.inish
ed ' r odu
ct
/n 6nish
ed
Produc t
Tenormin tablet
Cars
0awmaterial
Wheel
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Classi/cation ofConsumer Goods
'A.!( - 0AT! 4C-./MPT1- A-(P0(/CT’. 7!-8TH
4 714!
T0A(1T1-A7C7A..141CAT1-
CHA0ACT!01.T1C 4 8(.9
TH!0:
(/0A'7! 8(.
-- (/0A'7!8(.
.!0;1C!.
Con&enience products
.hoppin) products
.peciality products
/nsou)ht products
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CLA"").)CA*)!N -A"$& !N %A*$ !.
C!N"#M'*)!N AN& '%!&#C*0" L$NG*( !. L).$
• This classi6cation distin)uishes threecate)ories o% )oods+
< (/0A'7! 8(.
= -- (/0A'7! 8(.
> .!0;1C!.
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< (/0A'7! 8(.+
A cate)ory o% consumer products thatdo not need to be purchased%re2uently because they are made to
last %or a lon) time usually lastin) %orthree years or more@
!"ample+
0e%ri)erator,Automobiles
ther home appliances
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= --$(/0A'7! 8(.+
These are physical, tan)ible productswhich are normally consumed in one orshort period o% use
4re2uently bou)ht!"amples#
soap,
%ood,paper,
shoes, etc
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> .!0;1C!.
These are intan)ible products such asacti&ities, bene6ts, satis%action, and
beha&iors which are %or sale!"amples#
Auto repairs,
Haircuts,!ntertainment,
Transportations
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*raditional Classi/cation
• This classi6cation is re%erred to as thetraditional9 classi6cation, in which)oods are cate)ori*ed as#
< C-;!-1!-C!
= .HPP1-8
> .P!C1A7T:
B /-./8HT
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< C-;!-1!-C! 8(. +
1ne"pensi&e )oods that re2uire little time andeort on the purchase decisions and arepurchased re)ularly
- Hea&ily ad&ertised
- 4ound in most retail stores
!"amples+ 8rocery items, ci)arettes, candies,newspapers, and medicines such as .trepsils
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• C-;!-1!-C! 8( are .ubdi&ided into >types+
i2 "*A'L$" G!!&"
/sed o%ten re)ularly and are kept on hand
!)# 'read
ii2 )M'#L"$ G!!&"
/nplanned Purchase e)# ma)*ine or candy in a)rocery store
-o pre$shoppin) intention
.udden purchase
a 0eminder 'uyin)
b .u))estion 'uyin)
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$M$%G$NC3 G!!&"
7ess %re2uently
Purchased to satis%y an immediate need
e)# Medicine purchased on a way to asportin) e&ent to sooth a headache
Ambulance ser&ices
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• 2 "(!'')NG G!!&"5
$ More e"pensi&e than a con&enience product
$ 4ound in %ewer stores
$ Consumers buy a shoppin) product only a%tercomparin) se&eral brands or stores on style,practicality, price, and li%estyle compatibility They
are willin) to in&est some eort into this processto )et the desired bene6ts
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.hoppin) 8oods may be#
★HM8!-!/. shoppin) )oods are products that the customersees as similar or standardi*ed e"cept on one &ariable, price
7owest price brand ha&in) desired %eature
e#)# Comparison o% 78 , .amsun), Denomore %or 0e%ri)erators or Tele&ision
★H!T!08!-!/. shoppin) )oods are products that consumerssee as non$standardi*ed, hence, are compared %or suitability,style and 2uality
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> .P!C1A7T: 8(.+ –
A product that consumers search e"tensi&ely and are &eryreluctant to accept substitutes
– 'rand 7oyal
– me)a Watches, 0olls 0oyce automobiles, and hi)hlyspeciali*ed %orms o% medical care are )enerally consideredspecialty products
– (istribution is o%ten limited to one or a &ery %ew outlets in a
)eo)raphic area
– -rand names and 2uality o% ser&ice are o%ten &eryimportant
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B /-./8HT 8(.+
8oods that the consumer does not know about ordoes not normally think o% buyin), and thepurchase o% which arises due to dan)er or the %ear
o% dan)er and lack o% desire
!"ample#
4uneral ser&ices
CoEn
7i%e insurance
4ire e"tin)uishers
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C(A%AC*$%)"*)C !. G!!&" *($!%3
• Ad&anced by 7eo ; Aspinwall
An attempt to make the assumptionsabout con&enience, shoppin) andspecialty )oods more e"plicit andmore e"act
Pro&ides a use%ul e"pansion o% thetraditional B F way classi6cation o%)oods, but is still limited as a
pra)matic marketin) tool
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!N"#M$%#%C(A"$"
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• The study o% indi&iduals, )roups, or or)ani*ations and theprocesses they use to select, secure, use, and dispose o%products, ser&ices, e"periences, or ideas to satis%y needs and the
impacts that these processes ha&e on the consumer and society
0
•
The dynamic interaction o% co)nition, beha&iour anden&ironmental e&ents by which human bein)s conduct thee"chan)e aspects o% their li&es American Marketin)Association@
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• A discipline dealin) with HW andWH: consumers purchase or don’tpurchase@ products and ser&ices
• Those beha&iours per%ormed bydecision$ makin) units in the
purchase, usa)e and disposal o%)oods and ser&ices
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7hy study Consumer-eha8iour9
• Consumer beha&iour theory pro&idesthe mana)er with the proper2uestions to ask
• Marketin) practice desi)ned toinGuence consumer beha&iorinGuences the 6rm, the indi&idual,
and society• All marketin) decisions and
re)ulations are based on
assumptions about consumer C
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Cons u
m
erChai n
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4 '0" *! C!N"#M$% &$L)G(*
• Traditional %our P’s9 o% marketin)Product, Price, Place, Promotion@ arechan)in) places %or the new %our
C’s9+• Consumer
• Cost
•
Con&enience• Communications
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Companies must+- 4ocus on consumers, not products
-/nderstand cost to satis%yconsumers, not sticker price
- 7earn how consumers want tobuy con&enience@, o&er
determinin) place o% purchase
$ Concentrate on communications
with consumers, not 5ust
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• Consumer beha&iour is product$ person$situationspeci6c
• Product speci6c+
(epends on the nature o% the product
• Person$indi&idual+
(ierent customers beha&e dierently due to needs,
personalities and &alues
• .ituation+
'uyin) beha&iour is dependent on the )i&en situation
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%
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-ature o% ConsumerPurchases
"ituations and Consumer &ecisions
Consumer decisions result
%rom percei&ed problems
and opportunities
Consumer problems arise in speci6c
situations and the nature o% the situationinGuences the resultin) consumer /sin)utdoor Media to Tri))er Problem0eco)nition beha&ior
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Market (ri&en 7o)istics
• A ser&ice le&el o% I J means nothin) less than a %ailurerate o% = J A %ailure rate o% = J is not acceptable inmatters o% li%e and death
•
A %ailure rate o% = J in a hospital means that BK babies diee&ery year because they %all on the Goor
• A %ailure rate o% = J in a power utility means, thathouseholds and hospitals@ ha&e no electricity %or L days a
year*he message is that ma:imumcustomer ser8ice is a matter of life anddead for any company in the currentcompetiti8e en8ironment2
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Consumer beha&iour and marketin)
strate)y
• Positionin) strate)y
nce the brand is positioned, not easy
to shi%t .o, position correctly
• Market se)mentation
(esi)nin) and implementin) strate)ies to tar)et se)ments
• 8lobal marketin)
Marketin) on world wide scale
4ul6ll uni&ersal demands
• Marketin) mi" Tactics used to promote a brand product
• Consumerism
Promotion o% the consumerNs interests
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Customer satis%action
• The de)ree o% satis%action pro&idedby the )oods or ser&ices o% acompany
• Measured by the number o% repeatcustomers
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7ayout
An arran)ement or a plan ,especially the schematicarran)ement o% parts or areas9
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1mportance o% layout
1t plays si)ni6cant role in thede&elopment o% the customersperception which ha&e a positi&e
impact on its sale potential
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b5ecti&e o% layout
To attract a lar)e number o%customer
To increase the sale anddecrease the sellin) e"penses
To ha&e space reser&e %orstock, oEce and restin) place%or the employees
Proper entrance %or )oods
To minimi*e the mo&ement o%customers within thepremises o% the dru) store
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Types o% layout
⇒Ece layout
⇒0etail layout
⇒Warehouse layout
⇒4i"ed position layout⇒Process oriented layout
⇒Work cell layout
⇒Product oriented layout
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.trate)ies o% 7ayout
• 4i"ed$position layout – lar)e bulky pro5ects such as ships and buildin)s
– Product remain in one place
– Worker and e2uipment come to site
• Process$oriented layout – deals with low$&olume, hi)h$&ariety production 5ob
shop9, intermittent production@
• Ece layout –
8roupin) o% workers, their e2uipment, and spaces topro&ide com%ort, sa%ety, and mo&ement o% in%ormation
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.trate)ies o% 7ayout
• 0etailser&ice layout – allocates shel% space and responds to customer beha&ior
• Warehouse layout – addresses trade$os between space and material
handlin)
• Product$oriented layout – seeks the best personnel and machine use in repetiti&e
or continuous production
• Work cell layout – A special arran)ement o% machinery and e2uipment to
%ocus on production o% a sin)le product or relatedproduct
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.trate)ic 1mportance o% 7ayout
'roper layout enables5• Hi)her utili*ation o% space,
e2uipment, and people
• 1mpro&ed Gow o% in%ormation,
materials, or people• 1mpro&ed employee morale
and sa%er workin) conditions
• 1mpro&ed customerclient
interaction• 4le"ibility
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0e2uirements o% a 8ood 7ayout
An understandin) o%capacity and spacere2uirements
.election o% appropriate
material handlin)e2uipment
(ecisions re)ardin)en&ironment and aesthetics
1denti6cation o% the cost o%mo&in) between the&arious work areas
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*ypes of Layout
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4ree 4low 7ayout
• The %ree Gow layout allows customersto roam around the store %reely and tobrowse
• This type o% layout works well in small%ashion stores, usually smaller thanO,KKK s2uare %eet, in which customerswish to browse throu)h all o% themerchandise
• Ad8antage5• 1ncreases impulse buyin)
• &isad8antage5• Possible con%usion
• Waste o% Goor space
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8rid 7ayout
• 8rid is another traditional%orm o% store layout in whichthe counters and 6"tures areplaced in lon) rows or runs,
usually at ri)ht an)les,throu)hout the store
• The )rid is a true shoppin)layout, best used in retailen&ironments in which thema5ority o% customers wish toshop the entire store, such asis in supermarkets
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8rid 7ayout
• Ad&anta)es+• !asy to locate merchandise
• Cost eEcient
•
!asy accessible %or customers
• (isad&anta)es+•
7imited browsin)• 7imited creati&ity in decor
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7oop0ace Track 7ayout
• The 'Loop Layout' is alsoknown as the racetrack layout1t is mostly used indepartment stores 1t loopswith a ma5or aisle that drawscustomers to look around thewhole store and has multipleentrances
Ad8antages5• !"poses customers to the
)reatest amount o%merchandise
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.pine Track 7ayout
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Herrin)bone Circulation
• Herrin)boneCirculation is used%or a narrow store o%
ma"imum BK %eetwidth where thehi)hway is a sin)letwo way one,
bisectin) the storealon) its len)th withside roads leadin)
to the walls %rom it
!"ample o% an attention )ettin)
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!"ample o% an attention$)ettin)retail desi)n
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.tore 7ayout Mana)ement
• "tore )mage
;is the o&erall perception the customerhas o% the store’s en&ironment9
• "pace 'roducti8ity;represents how eecti&ely the retailerutili*es its space and is usually
measured by sales per s2uare %oot o%sellin) space or )ross mar)in dollars pers2uare %oot o% sellin) space9
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Pharmacy layout Plannin)
• Allocatin) .pace
• Circulation
• .hrinka)e Pre&ention
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Allocatin) .pace
• Types o% space needed+
– 'ack room
– Ece and other %unctional spaces
– Aisles, ser&ices areas, and othernonsellin) areas o% the main sales Goor
– Wall merchandise space
–
4loor merchandise space
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Prime 7ocations %or Merchandise
• (ighly tra<c+ed areas – "tore entrances
– Near chec+out counter
• (ighly 8isible areas – $nd aisle
– &isplays
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Allocatin) .pace
• Warehouse stores areable to take ad&anta)enot only o% the widthand depth o% the store,but also the hei)ht, by
usin) lar)ewarehouseracks9 thatcarry reachablein&entory at lowerle&els with lar)e
pallets or cartons o%e"cess in&entory athi)her le&els
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Circulation
• 4ree 4low
• 8rid
• 7oop
• .pine
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.hrinka)e Pre&ention
• When plannin) stores, the pre&entiono% shrinka)e due to the%t, dama)e,and loss must
be considered
• 1t is done by increasin) the &isibilityo% the
merchandise
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Principles o% layout desi)n
• 1t in&ol&es
– 6"ture types,
– merchandisin) presentation,
– &isual merchandisin),
– Merchandise Presentation Plannin)
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4i"ture Types
• Hardlines 4i"tures
• .o%tlines 4i"tures
• Wall 4i"tures
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4i"ture Types+ Hardlines
• The workhorse 6"ture inmost hardlinesdepartment is known asthe )ondola
• The )ondola can hold awide &ariety o%merchandise $ in %act,
&irtually all hard lines $ bymeans o% hardware hun)%rom the &ertical spine
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Merchandise
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Merchandise'resentation *echni=ues
• 1dea$riented Presentation
• .tyle1tem Presentation
• Color r)ani*ation
• Price 7inin)
• ;ertical Merchandisin)
•
Tonna)e Merchandisin)• 4rontal Presentation
;i l M h di i
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;isual Merchandisin)
• ;isual Merchandisin) 1s the artisticdisplay o% merchandise and is used asscenesettin) decoration in the store
•7ead them to temptation
• When an item, such as a watch isdisplayed in a )lass case, it implies
lu"ury An item in a )lass case with a loto% space around it implies real lu"ury
At h
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Atmosphere
• 1s the o&erall %eelin) or moodpro5ected by a store throu)h itsaesthetic appeal to human senses
• .ometimes known as storeatmosphere9
!l t % At h
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!lements o% Atmosphere
At h
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Atmosphere
• The psychological feeling acustomer )ets when &isitin) aretailer
– .tore retailer+ atmosphere re%ers tostore’s physical characteristics thatpro5ect an ima)e and draw customers
– -onstore retailer+ atmosphere re%ers tothe physical characteristics o% catalo)s,&endin) machines, Web sites, etc
.tore (esi)n the book
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.tore (esi)n the bookanalo)y9@
• "torefront &esign 1% the retailstore can be compared to a book,then the store%ront or store
e"terior is like the book co&er 1t
must be noticeable, easilyidenti6ed by passin) motorists ormall shoppers, and memorable,
and must clearly identi%y thename and )eneral market
positionin) o% the store and )i&esome hint as to the merchandise
inside
• )nterior &esign can be brokeninto architectural elements and
desi)n 6nishes, and encompasses
Goor co&erin), walls, and ceilin)s
.t ( i t’d@
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.tore (esi)n cont’d@
• Lighting is one o% the most important thou)h o%teno&erlooked$elements in a success%ul store desi)n 0etailerslearned that dierent types and le&els o% li)htin) can ha&e asi)ni6cant impact on sales
• "ounds and "mells5 Total .ensory Marketin) 0esearch hasshown that senses other than si)ht can be &ery important, too,and many retailers are be)innin) to en)ineer the sounds andsmells in their stores
;i l C i ti
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;isual Communications
• -ame, 7o)o, and 0etail 1dentity
• (irectional, (epartmental, and
• Cate)ory .i)na)e
• Point$o%$.ale P.@ .i)na)e
• 7i%estyle 8raphics
(irectional, (epartmental, and
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(irectional, (epartmental, andCate)ory .i)na)e
• (irectional and (epartmental .i)na)e are lar)e si)ns thatare usually placed %airly hi)h, so they can be seenthrou)hout the store
• Cate)ory .i)na)e are smaller than directional and
departmental si)na)e and are intended to be seen %rom ashorter distance# they are located on or close to the 6"tureitsel% where the merchandise is displayed
&i it l "i
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&igital "ignage
• ;isual Contentdeli&ered di)itallythrou)h a
centrally mana)edand controllednetwork anddisplayed on a T;
monitor or Gatpanel screen
Point$o%$.ale [email protected])na)e
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Point o% .ale [email protected])na)e
1s relati&ely small si)na)ethat is placed &ery closeto the merchandise and isintended to )i&e details
about speci6c itemsP. si)na)e %orclearance and sale itemstend to be in more
attention )rabbin) colorsin order to draw aconsumer’s attention
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