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Retailing Business CW1
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WESTMINSTER INTERNATIONAL UNIVERSITY IN TASHKENT

COURSEWORK SUBMISSION FORM

STUDENT USE

STAFF USE

Module Name




First Marker’s
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Module Code




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Lecturer Name




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For Registrar’s office use only (hard copy submission)



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Assignment Type

GroupIndividual

SUBMISSION INSTRUCTIONS


COURSEWORKS must be submitted in both HARD COPY (to the Registrar’s Office) and ELECTRONIC unless instructed otherwise.
For hardcopy submission instructions refer to: http://intranet.wiut.uz/Shared%20Documents/Forms/AllItems.aspx - Coursework hard copy submission instructions.doc
For online submission instructions refer to: http://intranet.wiut.uz/Shared%20Documents/Forms/AllItems.aspx - Coursework online submission instructions.doc

MARKERS FEEDBACK (Continued on the next page)









Table of Contest


Segment 3
Brand 4
Layout 5
Merchandising 7
Programs 9

Segment

As a section, a supermarket of the mass-market variety, with a medium and accessible price, has been selected for the study.
A mass-market retailer, also known as a mass merchandiser, is a business that offers a huge variety of items at a low price that appeals to a broad spectrum of consumers. Among the types of mass-market, retailers are supermarkets, pharmacies, bulk merchandisers, and warehouse chains, among other things. (Fox and Sethuraman, 2009)
The mass-market category was chosen because it allows for the concentration of a large selection of items at lower costs in a single location, as well as the ease of allowing consumers to mix multiple sorts of purchases in a single trip to the shop, as explained above.
Furthermore, because of their purchasing power in large quantities, mass-market merchants are sometimes able to provide items at lower costs than smaller individual stores. Mass market chains are able to do this because of the volume of products that they move through their channels, as opposed to private merchants that can only have a single store. Furthermore, the size of each mass-market retail store can be substantially greater than that of a private store, allowing them to sell significantly more. (Méndez, Oubiña and Rubio, 2008)
The people whose salaries are regarded to be average or below average will be the target market for this product. The selection of items and products, on the other hand, will be tailored to the demands of the target audience as well as their spending capacity. Due to the fact that the store falls into the mass market category, it will a priori appeal to a wide range of people: men, women, children, the elderly, people of any ethnicity or religion, individuals from all socioeconomic backgrounds, students, and pensioners.
The supermarket provides excellent value and selection to customers through a combination of discounts and promotions, resulting in memorable shopping experiences for all customers.
The store seeks to provide the lowest costs possible in the nations in which it operates, as well as a wide selection of fresh items that are suited to the needs of individual customers. Among the items available at the supermarket is a wide selection of necessities for the house and family, as well as bakery right from the tandir and bakery products, made in-store, and fresh, high-quality food delivered daily to the supermarket shelves. Another way in which the store aspires to distinguish itself from other supermarkets in the vicinity is to be a practical, handy location for weekly and daily goods, where consumers can find everything they need in one convenient location.

Customers will not only find low prices and exclusive discounts at the supermarket, but they will also have the opportunity to earn extra points through the use of a customer loyalty card, which is available both as a mobile app with 3 percent cash back and as a tangible one with 1 percent cash back in the store. Moreover, the supermarket will make a collaboration with the app “Soliq”, where they can get 1% of the payment back of VAT. Due to this collaboration, there will be no need for scanning QR after getting check, it will be automatically returned after the payment.


Brand
The name of the supermarket is Zoomer Market and the logo is provided above. The logo’s background is blue because according to Labrecque and Milne (2011) most people, including those with visual impairments such as color blindness and color weakness, are able to distinguish between blue and other colors. Blue is viewed as a hue that is both tranquil and powerful. It is connected with dependability, accountability, and safety in the minds of many businesses. Shades of blue are the colors of choice for those whose products or services should instill trust in the brand as well as a sense of serenity and stability in the minds of their customers. Companies who are looking to establish long-term relationships with their clients are more likely to use this hue.

Having a strong retail site is crucial to your retail marketing plan since it influences many of the long-term decisions and commitments that are made there. Prospects and clients are attracted to businesses that are in a favorable location. A good site may occasionally give a major competitive advantage to a store because it is one of the most crucial parts of the retailer's marketing mix and is distinctive in that competitors cannot copy it. (Fox and Sethuraman, 2009)


Among the factors taken into consideration when deciding where to locate a supermarket are the well-being of the population first, because it is believed that the supermarket is still more expensive than the bazaar; the second factor is population density; and the third factor is the availability of retail space, because the space must meet a number of requirements.
In order to choose a location for a supermarket, it is necessary to consider several factors, including the convenience of the location at a crossroads in a densely populated area with a high density of residential buildings, which makes it easily accessible to passing cars as well as local residents.
A parking lot for around 20 automobiles should also be available at the location.

Layout



The consumer experience is influenced by the strategic use of space in a retail store layout. How customers interact with merchandise influences their purchasing decisions.
Retailers in the supply chain have a primary goal of improving customer experience and creating value, which is why retail store design is so important.
It is critical to analyze customer flow and typical navigation patterns in a specific retail setting before improving customer experience and developing a strategic shop layout. A variety of retail floor layouts and concepts used by retailers, consultants, store planners, interior designers, and architects influence customer flow and behavior. Both retail giants and small, independent retailers can improve consumer experience and, as a result, long-term profitability through effective shop design.
Clients, according to Ying et al., (2019) research, prefer to navigate the floor of the business where they first entered. When customers have to walk up and down stairs or use elevators and escalators to get around a store, customer flow suffers. According to Page, Trinh and Bogomolova, (2019) customers associate single-floor layouts with "lower-end" items, so merchants should consider customer impression if they are a bargain retailer.
The transition zone region is the area immediately beyond a retail store's entrance. The average client requires this transition space in order to become acquainted with the new environment. Nothing of value to the retailer, such as high-margin items, prominent signage, or brand information, will be permitted inside this section of the current store because customers need time, however brief, to adjust to the new lighting, odors, music, and visual stimulation.
Most stores make their first impression just outside the transition zone, which is where the direction of client movement in the store should be established. According to studies, the country's transportation patterns have a greater influence on shopper behavior. Consumers in the United Kingdom and Australia, for example, drive on the left side of the road and thus shop clockwise, whereas consumers in right-hand driving countries such as the United States turn right upon entering a store.
Given that cars in Uzbekistan are driven on the right, it was decided that customers should enter this supermarket on the right. As a result, when customers enter the store, they will turn right and proceed to tour it counterclockwise.
Based on the Beekman, (2022) recommendations, high-margin items and valuable information will be distributed directly to the right of the entry (outside of the transition zone).
Customers value their personal space when shopping. Customers who are handled, bumped, or otherwise disrupted while interacting with merchandise are more likely to leave the store or move on. Customers entered the store in lower numbers through small aisles than through more spacious, accessible walkways. (Eroglu, Machleit and Barr, 2005)
As a result, this store will have plenty of shelf space throughout to allow customers to shop comfortably. These lanes are very popular because they send out positive signals to shoppers and have a positive impact on customer flow and merchandise contact.
The store floor plan is critical for controlling store flow and traffic. While there are several shop layouts to choose from, the Loop Store Layout was chosen as the most suitable and visible feature of the current retail store.
In a loop store layout leads customers from the store's entrance to the checkout area. According to studies, customers should be guided through a clear and visible loop. The loop effect will be achieved by painting the floor route a bright color and using a distinct floor material to mark the loop, which will guide the consumer.
The current store's design will reward the customer with fascinating visual displays and emphasis points on the way to the checkout area to naturally slow your customers down while navigating your store. According Kollat and Willett (1969), 74% of purchases are made on impulse, therefore adding displays will help to direct attention to crucial items and enhance sales while also improving the store layout.
The racetrack or loop pattern is a great way to predict and manipulate customer traffic flow. Customers will be forced to walk through every item in the store from the time they enter until they pay and depart if the corporation enforces this type of layout. This raises the chances of someone buying something they did not mean to buy impulsively.
According to Nakaseko, (1985), positioning the cash register near the entrance detracts from the shopping experience by restricting flow and limiting the areas of the store that consumers explore, resulting in shoppers seeing fewer products and having less opportunity to purchase. Additionally, researchers noticed that positioning the advance until near the business's entry increased traffic at the entrance and deterred customers from entering the remainder of the store.
Cash registers will therefore be positioned on the right side of the entry, towards the exit. The supermarket will feature a separate entry on the right and a separate exit door on the left to minimize crowding at the store's entrance and the negative consequences described in the previous study.
Additionally, customers will have sufficient space at the checkout, according to the supermarket's efforts. Customers will be allowed to leave their personal belongings in a dedicated area while they pay.



Merchandising
A unique item identification (SKU), inventory unit, and warehouse number are all terms used by businesses to collect information about the items and services they sell. Every item sold, regardless of whether it is a product, a product version, a product bundle (which is sold together), a service, or a premium, is allocated a unique SKU. (Cui and Wang, 2010). In the supermarket, there are over 10,000 different SKUs to choose from. When the basket is completely loaded, this figure ranges between 8000 and 9000.
The arrangement is used by the grocery shop to encourage impulsive purchases since it is a great tactic for increasing sales. Using the checkout counter of a grocery store, for example, to display popular purchasing impulses for items such as gift cards, chocolates, and sweets of a size of a child
The supermarket finds a method to appeal to a variety of senses.
While visual components account for the majority of a space's design, additional variables such as smell, touch, sound, and taste may all have an impact on the overall appearance of a space.
Sound. In the supermarket, calm music will be played, which will enhance the shopping atmosphere. Because volume and rhythm influence behavior, the music will not be loud and very rhythmic, but rather calmer.
Smell. The supermarket will have its bakery, and a minor advantage will be that you will be able to exploit the scent of your items to draw consumers to your establishment.

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