1. CONTINUING ASSIGNMENT Go into the physical store location of the retailer you have chosen for the Continuing Assignment, and evaluate the store layout, design, and visual merchandising techniques employed. Explain your answers to the following questions:" The store is FOREVER 21.
Located in: The Avenue Murfreesboro
Address: The Avenue Murfreesboro, 2615 Medical Center Pkwy #2300, Murfreesboro, TN 37129
https://www.theavenuemurfreesboro.com/stores/
https://www.yelp.com/biz/forever-21-murfreesboro
(a)In general, are the store layout, design, and visual merchandising techniques consistent with the exterior of the store and its location?
(b) Is the store's ambience consistent with the merchandise presented and the customer's expectations?
(c) How does the store's layout, design, and visual merchandising support the following objectives: (1) implements the retailer's strategy, (2) builds loyalty, (3) increases sales, (4) controls costs, and (5) meets legal requirements?
(d) To what extent are the store's layout, design, and merchandising techniques flexible?
(e) How does the store utilize atmospheric elements such as color, lighting, music, and scent? Are these uses appropriate given the store's merchandise and target market?
(f) Is the store's design environmentally friendly? If yes, please describe. If no, how could it become more "green"?
(g) Are the fixtures consistent with the merchandise and the overall ambience of the store? Are they flexible?
(h) Evaluate the store's signage. Does it do an effective job of selling merchandise?
(i) Has the retailer used any theatrical effects to help sell merchandise?
(j) Does the store layout help draw people through the store?
(k) Has the retailer taken advantage of the opportunity to sell merchandise in feature areas?
(l) Does the store make creative use of wall space?
(m) What type of layout does the store use? Is it appropriate for the type of store? Would another type of layout be better?
(n) Ask the store manager how the profitability of space is evaluated (e.g., profit per square foot). Is there a better approach?
(o) Ask the store manager how space is assigned to merchandise. Critically evaluate the answer.
(p) Ask the store manager if planograms are used. If so, try to determine what factors are considered when putting together a planogram.
(q) Are departments in the most appropriate locations? Would you move any departments?
(r) What method(s) has the retailer used to organize merchandise? Is this the best way? Suggest any appropriate changes.