Salesroom
A sales room is part of a stationary trade , which is aimed at consumers and / or entrepreneurs and in which a specific item or service available on site is sold. A sales room is therefore used in both wholesale and retail .
A real sales area comprises the sales area (floor area), walls and ceilings, which together form a closed three-dimensional space and, with the intended design ( ambience ) of the sales area, serve to promote sales to a potential target audience. In this context, the sales room can also be part of the company's advertising (see: Sales control ).
A virtual sales room is usually part of an online shop in which the customer can find out about a specific range of services electronically and can often purchase the desired service directly.
layout
Real sales rooms
The design of a real sales area is primarily based on the taste of the potential customers (target group) in order to persuade them to shop in this sales area for as long or repeatedly as possible, as well as the range of services. This is particularly important in the construction and operation of the sales area
- the facade of the building, the entrance area and shop windows
- the arrangement, material and design of the facility ,
- the color design of walls, ceilings and floors,
- the natural incidence of light through shop windows and skylights and the artificial lighting for the presentation of goods ,
- the heating and cooling requirements, the air conditions, a room fragrance ,
- the functionality and changeability (e.g. for special marketing purposes )
- Positioning of guidance and stimulus systems (to generate further buying impulses), meeting, information, refreshment and quiet zones,
given special attention.
Virtual sales rooms
The design of a virtual sales room is also primarily based on the taste of the potential customers (target group) in order to offer them as many incentives as possible to buy and to retain them. This is particularly important when designing the online shop
- the external appearance in connection with the intended target audience,
- the arrangement of offers and simplicity of search,
- Providing sufficient information or links to those
- the color scheme of the website in relation to the offer,
- simple and appealing guidance and stimulus systems (to generate further buying impulses), with special attention.
Demarcation
The real sales area can be part of a shop , a permanent establishment, a sales outlet, a shop, a commercial establishment, but the shop can also consist of just the sales area. A sales room can also be used by several companies for marketing.
The sales room differs from the showroom in that specific, on-site goods or services are offered in the sales room and can also be purchased and usually also taken away.
The sales room differs from the sales outlet (sales location) in the narrower sense in that the term sales outlet can also be applied to mobile sales facilities (e.g. vehicles, stands, etc.).
Sales rooms which also serve the consumption of the food on offer are referred to as inns , snack bars or similar.
A point of sale describes the business (part of the building, property , shopping center, etc.) as a whole, the essential and most important part of which is the sales room.
A (goods) exhibition area can be part of the sales room (sales area).
See also
Norms
(Examples)
- VDI 2082 (air conditioning - sales outlets; VDI ventilation rules).
- MVkStättV; VkStättVM: 1995-09 (sample regulation on the construction and operation of sales outlets (sample sales outlet regulation - MVkVO)).
- ÖNORM B 4955: 1992 10 01 - Planning of sales outlets - General guidelines, equipment symbols (standard withdrawn).
literature
- Fabian Badersbach, Scent Marketing as an Instrument to Increase Sales in Salesrooms, Munich 2007, ISBN 978-3-638-65447-0 .
- Elisabeth Denk, The Influence of Lighting Technologies in Sales Rooms on the Well-Being of Saleswomen , Diploma Thesis, University of Graz 2012, Online
- Egon Dieml, The textile merchant and his sales room: A business guide for the rational use of the sales room , rationalization community d. Trade 1960.
- Jan-Frederik Engelhardt, Customer run in electronic shops: typology and analysis of the experience and the gaze, click and purchase behavior in two- and three-dimensional electronic shop environments based on static and sequence-analytical pattern recognition , Hamburg 2006, Kovač, ISBN 3-8300- 2262-X .
- Henner Ertel; Ulrike Ertel, Salesroom Marketing: design, staging, dramaturgy of the salesroom - conceptual visual merchandising / person (s) , 1st edition, Norderstedt 2013, ISBN 978-3-7322-4438-6 .
- Institute for self-service a. Warenwirtschaft eV, customer run study in a hypermarket , Cologne 1986.
- Klaus Grundmann: Diana Wiedemann, salesroom design, salesroom planning strategy; a guide for retailers and those who want to become one , Deutscher Fachverlag, Frankfurt am Main 2001, ISBN 3-87150-645-1 .
- Wilhelm Kreft, shop planning merchandising architecture, strategy for sales rooms , Koch, Leinfelden-Echterdingen 1993, ISBN 3-87422-609-3 .
Web links
Individual evidence
- ↑ See z. E.g .: Hans-Otto Schenk: Marktwirtschaftslehre des Handels, Wiesbaden 1991 and Psychologie im Handel, 2nd edition, Munich-Vienna 2007, ISBN 978-3-486-58379-3 .