Most retailers know that the appearance of their stores plays a big part in determining consumer behavior. As such, they seek to use it to their advantage. Sport Chek sells various types of sports merchandise mainly to middle and upper class citizens of Canada. The company has many stores and online portals. The design of the stores communicates to customers that goods in the store are of high quality. Therefore, customers come with the expectation to pay a premium. The main elements that the store uses to influence consumer behavior include the choice of construction materials, careful choice of colors and shapes, and creative use of lighting. These elements have an impact on the affective, cognitive, and behavioral responses of potential customers. The channel strategy used by the company is effective because of Sport Chek’s strong brand name. The company can benefit more from a better channel strategy for its online shopping portal that can help it to take advantage of the global high-end sports market.
Keywords: channel strategy, consumer behavior
Influencing Consumer Behavior in a Retail Environment
One of the key elements of marketing is the ability to predict consumer behavior. Marketers understand that consumers behave in predictable ways. In this regard, many businesses use physical design to influence the behavior of their potential consumers. It is important to note that this approach is not limited to physical stores. Online marketers also use the same principles in web design to influence the behavior of consumers. This paper explores how Sport Chek uses the physical design of its premises to influence the behavior of its customers. The goal of the paper is to identify how Sport Chek uses its internal and external environment to influence consumer behavior within its premises.
Observational Research Findings
The following were the findings made after observational research at one of the Sport Chek stores.
The typical customers who patronize Sport Chek stores come from Canada’s middle and upper classes. The retailer targets sports conscious people that are willing to spend money on sports gear. Young people form a significant part of the client base of the company. The young people in question range from teenagers to young professionals. Teenagers usually rely on their parents for financial support. This limits their spending power. Young professionals on the other hand have more money at their disposal. This makes them reliable customers. Apart from young people, the store also appeals to mature people who want to maintain a youthful image.
Store Image and Atmosphere
The store’s image and atmosphere have three main elements. First, the store’s design gives it a high-end feel. It is clear that the owners designed the store to please the high-end market segment. Secondly, the design of the store gives it an opulent look. This look comes from the materials used in its construction and decoration. Thirdly, the...