ABSTRACT
Although the amount of analysis and planning that goes into retail product management might seem vast, a retailer should never lose sight of the fact that each customer has their own personal encounters with a retail outlet and the products within. In retail markets where shoppers have an extended choice of outlet for similar goods, the decision to patronise one retailer over another may be entirely based on the appearance and ambience of the outlet.The use of design in building a visible identity and a positive retail brand image that supports a retailer’s product management objectives is the focus of this chapter.
