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Store Layout and DesignChapter 13
Goals for Chapter 13
Goals for Chapter 13
Discuss two Primary objectives of store layout and design
Goals for Chapter 13
Discuss two Primary objectives of store layout and design
Discuss Steps in Planning the Store Layout
Goals for Chapter 13
Discuss two Primary objectives of store layout and design
Discuss Steps in Planning the Store Layout
Discuss Fixtures, Merchandise Presentation and Psychological Impact
Goals for Chapter 13
Discuss two Primary objectives of store layout and design
Discuss Steps in Planning the Store Layout
Discuss Fixtures, Merchandise Presentation and Psychological Impact
Discuss Sensory Communication of a Store to its customers
Objectives of Store Environment
Objectives of Store Environment
Store Image
Objectives of Store Environment
Store ImageOverall Perception
the Consumer has of the Store’s Environment
Objectives of Store Environment
Store ImageOverall Perception
the Consumer has of the Store’s Environment
Objectives of Store Environment
Store ImageOverall Perception
the Consumer has of the Store’s Environment
Space Productivity
Objectives of Store Environment
Store ImageOverall Perception the
Consumer has of the Store’s Environment
Space ProductivityHow effectively the
retailer uses its space to generate sales (and profits)
Exhibit 13.1
Elements That Compose the Store Environment
Visual Communications
Retail Identity Graphics POS Signage
Store Planning
Space Allocation Layout Circulation
Store Design
Exterior Design Ambiance Lighting
Merchandising
Fixture Selection Merchandise Presentation Visual Merchandising
Store Image and
Productivity
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
Store Planning - Allocating Space
Store Planning - Allocating Space
Non - Selling Space
Store Planning - Allocating Space
Non - Selling Space Back Room
Store Planning - Allocating Space
Non - Selling Space Back Room Offices and Functional
Space
Store Planning - Allocating Space
Non - Selling Space Back Room Offices and Functional
Space Aisles, Service Areas
Store Planning - Allocating Space
Selling Space
Store Planning - Allocating Space
Selling Space Floor Space
Store Planning - Allocating Space
Selling Space Floor Space Fixtures
Store Planning - Allocating Space
Selling Space Floor Space Fixtures Walls
Store Planning - Allocating Space
Selling Space Floor Space Fixtures Walls End Caps
Store Planning - Allocating Space
Selling Space Floor Space Fixtures Walls End Caps Checkouts
Store Planning - Allocating Space
Non - Selling Space Back Room Offices and Functional
Space Aisles, Service Areas
Selling Space Floor Space Fixtures Walls End Caps Checkouts
Store Planning - Circulation Pattern
Store Planning - Circulation Pattern Free Flow Layout -
Fixtures and Merchandise are grouped in Free-flowing patterns on the sales floor
Store Planning - Circulation Pattern Free Flow Layout -
Fixtures and Merchandise are grouped in Free-flowing patterns on the sales floor
Store Planning - Circulation Pattern
Grid Layout - Counters and Fixtures are placed in long rows or “runs” usually at right angles, throughout the store
Store Planning - Circulation Pattern
Grid Layout - Counters and Fixtures are placed in long rows or “runs” usually at right angles, throughout the store
Store Planning - Circulation Pattern
Loop Layout - The major customer aisle begins at the entrance, loops through the store and returns customer to the front of the store
Store Planning - Circulation Pattern
Loop Layout - The major customer aisle begins at the entrance, loops through the store and returns customer to the front of the store
Store Planning - Circulation Pattern
Spine Layout - The major customer aisle runs from the front to the back of the store, with merchandise departments branching off to the the back side walls
Store Planning - Circulation Pattern
Spine Layout - The major customer aisle runs from the front to the back of the store, with merchandise departments branching off to the the back side walls
Advantages and Disadvantages ofFree Flow and Grid Layouts
Free Flow
Advantages
1. Allowance for browsing and wandering freely
2. Increased impulse purchases
3. Visual appeal
4. FlexibilityRetailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
Advantages and Disadvantages ofFree Flow and Grid Layouts
Disadvantages
1. Loitering encouraged
2. Possible confusion
3. Waste of floor space
4. Cost
5. Difficulty of cleaning
Free Flow
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
Advantages and Disadvantages ofFree Flow and Grid Layouts
Advantages
1. Low cost
2. Customer familiarity
3. Merchandise exposure
4. Ease of cleaning
5. Simplified security
6. Possibility of self-service
Grid
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
Advantages and Disadvantages ofFree Flow and Grid Layouts
Disadvantages
1. Plain and uninteresting
2. Limited browsing
3. Stimulation of rushed shopping behavior
4. Limited creativity in decor
Grid
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
Fixture Types
Fixture Types
On-shelf vs. On Floor
Fixture Types
On-shelf vs. On Floor
Gondola - Common for Hardlines
Fixture Types
On-shelf vs. On Floor
Gondola - Common for Hardlines
Racks - Common for Softlines
Fixture Types
On-shelf vs. On Floor
Gondola - Common for Hardlines
Racks - Common for Softlines
Wall Fixtures
Fixture Types
On-shelf vs. On Floor
Gondola - Common for Hardlines
Racks - Common for Softlines
Wall Fixtures End Caps
Fixture Types
On-shelf vs. On Floor Gondola - Common
for Hardlines Racks - Common for
Softlines Wall Fixtures End Caps Checkout Fixtures
Merchandise Presentation Planning
Merchandise Presentation Planning
Six Basic methods
Merchandise Presentation Planning
Six Basic methodsShelving
Merchandise Presentation Planning
Six Basic methodsShelvingHanging
Merchandise Presentation Planning
Six Basic methodsShelvingHangingPegging
Merchandise Presentation Planning
Six Basic methodsShelvingHangingPeggingFolding
Merchandise Presentation Planning
Six Basic methodsShelvingHangingPeggingFoldingStacking
Merchandise Presentation Planning
Six Basic methodsShelvingHangingPeggingFoldingStackingDumping
Key Psychological Factors
Key Psychological Factors
Value / Fashion Image - presentation of product influences image customer has regarding that product
Key Psychological Factors
Value / Fashion Image - presentation of product influences image customer has regarding that product
Angles and Sightlines - Customers view product at 45 degree angle and at eye level. Where a product is placed on shelves influences sales
Key Psychological Factors
45 degree angle sightlines
Value / Fashion Image - presentation of product influences image customer has regarding that product
Angles and Sightlines - Customers view product at 45 degree angle and at eye level. Where a product is placed on shelves influences sales
Key Psychological Factors
45 degree angle sightlines
Value / Fashion Image - presentation of product influences image customer has regarding that product
Angles and Sightlines - Customers view product at 45 degree angle and at eye level. Where a product is placed on shelves influences sales
Vertical Color Blocking - Display product in vertical bands of color
Examples of Visual Merchandising
“Visual Merchandising”, the art of attracting patrons with visual cues, is central to a retailer’s ability to generate sales. Visual Merchandising got its start at the turn of the century, when department stores began using theatrical set design and lighting to create exotic displays. Today, the way the departments are arranged, the location of the escalators, the lighting--all are carefully planned to earn the store more sales per square foot.
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
Examples of Visual MerchandisingHere’s sampling of the techniques stores use to generate those sales:
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
Get’m coming and going. Escalators are a focal point of many stores. That makes them ideal locations for promotional signs and for impulse items like perfume.
Examples of Visual Merchandising
Lead them to temptation. Department-store design incorporates a gauntlet of goodies to stimulate impulse buys. Cosmetics, a store’s most profitable department, should always be at the main entrance to the store.
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
Examples of Visual Merchandising
Its all in the display. When an item, such as a watch or a scarf, is displayed in a glass case, it implies luxury. An item in a glass case with a lot of space around it implies real luxury.
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
Examples of Visual Merchandising
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
“Bazaar? Behavior”. Even “high fashion” stores aren’t above using the “dumping” method to display gloves, leather goods, scarves, and other small items the same way bargain stores do. These bins have a way of suggesting a “good buy.”
Examples of Visual Merchandising
Color is king. Retailers believe consumers are more apt to buy clothes that appear in full size and color assortments.
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
Examples of Visual Merchandising
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
Suggestion positioning. Once the customer has already purchased one item, it’s easier to sell an additional item. Thus apparel retailers strategically place impulse buys like hair bows and costume jewelry by the cashier the same way supermarket checkouts display candy and magazines.
Total Sensory Communication
Total Sensory Communication Sight - discussed
previously
Total Sensory Communication Sight - discussed
previously Sound - What background
music is playing?
Total Sensory Communication Sight - discussed
previously Sound - What background
music is playing? Smell - Potpourri, tobacco,
stale food, fish. Major influence on buying emotions.
Total Sensory Communication Sight - discussed
previously Sound - What background
music is playing? Smell - Potpourri, tobacco,
stale food, fish. Major influence on buying emotions.
Total Sensory Communication Sight - discussed
previously Sound - What background
music is playing? Smell - Potpourri, tobacco,
stale food, fish. Major influence on buying emotions.
Touch - Is product open to consumer to feel texture?
Total Sensory Communication Sight - discussed previously Sound - What background
music is playing? Smell - Potpourri, tobacco,
stale food, fish. Major influence on buying emotions.
Touch - Is product open to consumer to feel texture?
Taste - Free samples of new products at Supermarkets
Summary
Summary
The store itself it’s the most meaningful communication between the retailer and the customer
Summary
The store itself it’s the most meaningful communication between the retailer and the customer
The store environment must:
Summary
The store itself it’s the most meaningful communication between the retailer and the customer
The store environment must:Create an Image
Summary
The store itself it’s the most meaningful communication between the retailer and the customer
The store environment must:Create an ImageIncrease Productivity