Visual Communication in Retail Business

Retailers communication with its customers is not always the mass media as the voice on the radio, with the words and images such as in magazines and newspapers, or with media such as voice and image on television. Communication can occur through visual images, layout and product display in-store.

Visual communication is a retail company or store communication with its customers through a physical form, such as the identity store, lay out and displays and in-store communication.

By applying the full visual communications, will improve or add to a better store image in the eyes of consumers. Here are some of the elements of the image of the store, namely:

• Product - Merchandise such as price, quality, diversity categories, the availability of the item (color, size, type).

• Convenient location, safe, and be in a shopping center or close to other retail stores.

• Prioritize services to certain segments corresponding to the demographic characteristics of potential buyers, such as adolescents and young adults, families or housewives certain circles.

• Services, such as the choice of payment method, delivery service, as well as a catalog that is sent to the home.

• Clerk / staff / cashier, such behavior in the service (friendly, courteous, alert), product knowledge, and an adequate number of personnel.

• image of corporate personality or store, such as full / store and advanced.

• Facilities, such as the food court, parking, restrooms.

• Store ambiance / atmosphere, such as exterior decoration is modern and elegant, attractive interior decoration, which makes the situation at home (full color, music, lighting), in a store that allows the circulation moving, layout or arrangement of products, attractive display.

• Promotion, such as regularly doing promotional gifts, provide discounts, special events, coupons program, lottery program.

After knowing the definition and Retail Management can then be formulated retail management is the overall setting factors that influential in retail trade, the trade of goods and services directly to consumers. Factors that affect the retail business are place, price, product, and promotion known as the 4Ps.