The concept reffering to image in general, represents a complex and current issue in nowadays marketing theory. Particulary, the image of a specific sales location – of a store – presents a series of distinctive characteristics, which materialize all the tangible and intangible elements that defines the store itself. The operationalization of a succes image represents a main task for the clients fidelization stategy substantiation, because, the perception reffering to the ambiance which surround the selling-buying act constitute the fundation of the long term clients loyalty.