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products, breaking bulk, entering into inventory, providing services , increasing the value of products and services. The important principle in retailing is the
right product in the right place at the right time. Based on the principle that a product marketing should be sold at a place that is accessible by consumers and
through promotions. Retailers which focus on the consumer will maintain the culture to always
exceed consumer expectations. So retailers need to recruit the right people, and providing learning for employees continously, thus will increasing consumer
interaction with the employees. The elements of retailing mix is a marketing strategy undertaken by retailers.
D. Retail MarketingMix
In marketing there is a strategy called the marketing mix. It has an important role in influencing consumers to purchase products or services
offered by the company to the market. After determining the right company competitive marketing strategy, the company is ready to plan the details of the
marketing mix. Ma’ruf stated in Ikhwan 2012:23 states that retail mix is a combination
of retail factors used to satisfy the needs of customers and influence their decision to buy. According to Levy and Weitz 2012:20 elements in the
retail mix consists of location, merchandise assortments, pricing, customer service, store design and display, and communication mix. Those are:
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1. Customer service According to Levy and Weitz 2012:499, customer service is the set
of activities and programs undertaken by retailers to make the shopping experience more rewarding for their customers. There is a perception 5
consumers use to evaluate customer service, by using the service quality Levy and Weitz, 2012:505-506, including:
a. Tangible An appearance of physical facilities, equipment, personnel, and
communication materials. b. Reliability
An ability to perform as a reliable and accurate service, as do the services in accordance with the agreement or that have been contracted
out or delivery appointment time. c. Responsiveness
It is the willingness to help customers and provide prompt service, such as returning calls and e-mails promptly.
d. Assurance Is the knowledge and courtesy of employees and their ability to convey
trust and comfort, such as salespeople who have been fully trained. e. Empathy
Referring to the concern, the provision of special concern to consumers, such as personal services, receiving records and e-mails, or
recognition by name.
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It could be argued that service quality talk about how to make customers happy with good and right service through responsiveness,
reliability, understanding, fulfillment of a promise to consumers and so on.
2. Store design and display Levy and Weitz 2012:468 says that The primary objective of a store
design is to implement the retailers strategy. The design must be consistent with and reinforce the retailers strategy by meeting the needs of
the target market and building a sustainable competitive advantage. That means the main goal of the store design is to implement a strategy of
retailers. The design should be consistent and reinforce the retail strategy to meet the needs of the target market and build sustainable competitive
advantage. In implementing the retail strategy, the retailer has to consider the store
atmosphere. According to Berman and Evans stated in Santosa, 2014:16, atmosphere refers to the stores physical characteristics that are used to
developed an image and draw customers.
. Berman dan Evans stated in Fuad, 2010:3 divide elements of store atmosphere into four elements,
namely the store exterior,general interior, store layout and interior display.
a. Store exterior or the front of the store reflects the steadiness and the robustness of the spirit of the company and the nature of the activities
in it, and can create trust and goodwill for consumers. Store exterior serves as identification or recognition marks, so often expressed
symbol. Which includes part of the store exterior is outbuildings, shop
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signs, entrance, building, design stores, parking facilities, store yard, and security vehicles.
b. General interior of the store should be designed to maximize the visual merchandising. As it is known, advertising can attract buyers to come
to the store, but the main thing that can make a sale after the purchase was in the store is the display. Good display can attract the attention of
consumers and help them to be easy to observe, examine and choose the goods, and finally make a purchase when consumers into store. The
general impression of the interior can be created through store wall color attractive, light room, played music, the neatness of setting goods
in shelves, friendly employees, store cleanliness, and the smell and air inside store.
c. Store layout is the plan to determine the specific location and arrangement of the street alley in the store are quite wide which makes
it easy for consumers in walking in it. Store layout will invited customers to enter or cause them to stay away from the store when
consumers are seeing the inside of store through a storefront window or entrance door. Good layout will be able to invite consumers and
make them walking around longer and spend more money. Which includes store layout is kind of goods, arrangement of goods, facilities
store, store settings and groups of goods. Store layout is the layout of the product, cashier, and flow of passing
customers in the store. Retailers must design the attractive product store layout and easily accessible by consumers. Store layout should
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also enable customers running and passing so that consumers can seek and obtain needed goods easily and quickly. In principle, store layout
of all the elements in the store should create a pleasant atmosphere for all parties, namely the consumers, service shops and retailers. Store
layout that will help retailers to be able to display their products properly, allows consumers to shop clerk and improve work efficiency,
increase profits for shopkeepers and influence consumer buying behaviorSumarwan stated in Stiefi, 2012:15.
d. The interior displays are signs that are used to provide information to consumers to influence the atmosphere of store environment, with the
main goal to increase sales and profits of the store. Which includes interior display is a poster, signage location, mark special events like
Eid image and the new year, and media wrapper. While, according to Dunne, Lusch, and Griffith in Setiawan dan
Kunto, 2013:4. Store design in a store is the most important element in the planning of the store environment.
a. Store front design exterior The front of the store is an important part, therefore the front of the
store to be easily visible, easily identifiable by passing vehicles, and give the impression to people who see it.
b. Interior design Interior design here is divided into two, namely the surface and
architectural design. Part surfaces such as wood flooring, vinyl¸karpet flooring, ceramic, marble and paint color usage.
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c. Lighting design One of the other important parts of a design is the lighting store. With
good lighting, can give effect to the level of store sales. d. Sounds
Voice used, can greeting to customers who come or use music to make the visitors into a comfortable, more relaxed, relax so they can
spend more time somewhere. e. Smells
Effective store design will appeal to all the human senses, namely sight, sound, touch and smell. The smell is believed to be most closely
related senses of all flavors to create a memory and emotion.
3. Communications Mix According to Levy and Weitz 2012:399 the communication program
informs customers about the retailer as well as the merchandise and service it offers and plays a role in developing repeat visits and customer
loyalty. Through promotion, companies communicate with customers to make them aware of the existence of companies products and servicesto
that they intertest to visit and make purchase. According to Sullivan Adcock stated in Japarianto and Djati,
2011:5,retail promotion is the activity of the company in order to attract visitors and obtain information on how many the consumers. The retail
promotion mix elements is as follows:
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a. Sales Promotion Sales Promotion, are special incentives or excitement-building program
that encourage consumers to purchase a particular product or service Levy and Weitz, 2012:411.
b. Advertising Advertising is part of the promotional mix, simply advertising is
defined as a message that offers a product aimed at the public through a medium Kasali, 2007:9.
4. Location The location is a very important factor in the retail marketing mix. In the
right location, a stores will be more successful than other stores that are less strategic, although both sell the same product, the same amonut of
skilled salesman, and both had a nice setting Pasaribu and Sembiring, 2013:3.
According to Levy and Weitz 2012:215, location decisions have great strategic importance because they have significant effects on store choice
and are difficult advantages for competitors to duplicate. According to Mischitellistated in Atmaja and Adiwinata, 2013:3
elements that influence the selection of a location are: a. Place
Place is the things relating to the location and position. Advisable the location close to the center of the crowd or close to densely
populated areas.
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b. Parking The locationshould have its own parking lot or use the public parking
lot that is spacious, comfortable, and safe both for two-wheeled vehicles and four wheels.
c. Accessibility The location was supposed to be an easy way to achieve it, either
by private vehicle or by public transport. d. Visibility
The building should be easily seen and known bymany people. e. Infrastructure
This part of the whole part of the building wherelocation operates, for example: public facilities, transportation, etc.
Lamb, et al in Munir, 2011:39 stated that the availability of transport public, the distance to other shops, the availability of a place or a parking
area, as well as the security of the location are the variables that become consideration in choosing the location.
5. Merchandise assortments Merchandise assortments closely related to the product. A product is a
tangible and intangible attributes, including packaging, color, price, manufacturers and retailers, the which the buyer may accept as offering
want - satisfaction Stanton stated in Alma stated in Nurbiyanto et al., uploaded in 2013. Diversity of products is related to the completeness of
the product depth, breadth and quality of the products offered are also the
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availability of such products at any time in the store Engels and Blackwell stated in Liwe, 2013:3.
Therefore, retailers must make the right decisions regarding the diversity of products sold, due to the variety of products in the sense of a
complete product from the brand, size, quality and availability of the product at any time will be easier for consumers to choose and buy a wide
range of products in accordance with their wishes. Annisa, 2014. According to Levy and Weitz 2012:32 Assortment is the number of
different items in a merchandise category. They say that the assortment plan reflects:
a. Variety or breadth Is the number of different categories of merchandise offered.
b. Assortment or depth Is the number of different items in a merchandise category.
In addition, product availability is also noteworthy. According to Levy and Weitz 2012:317, the availability of the product is defined as the
percentage of demand for certain items are deemed satisfactory so that no consumer is running out of items to be purchased.
6. Retail pricing Price is the amount of money charged for something of valueMcCharty,
Cannon and Pereault in Sinaga, 2012: 14. According to Stanton stated in Dinawan, 2010:33, the price is a redeemable value by consumers with the
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benefits of having or using products or services determined by the buyer or the seller for the same price to all buyers.
While According to Tjiptono stated in Dinawan, 2010:34 stated that, the price has two major roles in influencing purchasing decisions:
a. The role of price allocation, i.e. the price function in helping the buyer to decide how to obtain benefits or the highest expected utility based
on purchasing power. b. The role of information of price, i.e. the price function in
educatingconsumers about the factors of the product, such as quality. Furthermore, Shiffman and Kanuk stated in Wahyudi in in Dinawan,
2010:35stated the reference price is any form of prices used by consumers as a basis of comparison for assessing the price of other goods.
According to William J. Stantonstated in Dinawan, 2010:36 there are three sizes that determine the price, namely:
a. Prices are in line with the quality of a product b. Prices are in line with the benefits of a product
c. Comparison with other products price
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Figure 2.2 The Elements in Retail Marketing Mix
Source: Levy Weitz 2012:20
E. Customer Satisfaction
