Store Design and Layout

8/3/2019 Store Design and Layout

1/38


2/38

Shopper found dead inlocal store; cause of

death boredom

No other variable in the retailing mixinfluenceS the conSumerS initial perceptionS ofa bricks & mortar retailer as much as the storeitself. the Store iS where the action iS and includeSsuch minor details as the placement of themerchandise.


3/38

A GOOD STORE DESIGN HELPSin-Get customers into the store Serves a critical role in the store selectionprocess Important criteria include cleanliness,merchandize display and well-stockedshelves The store itself makes the most significantand last impression


4/38

Once they are inside the store, convert them intocustomers -The more merchandise customers areexposed to that is presented in an orderlymanner, the more they tend to buy Retailers are now focusing more attention on

in-store marketing in the form of store design,merchandise presentation, visual displays, andin-store promotions, USUALLY leadS to greatersales and profits (bottom line: it is easier toget a consumer in your store to buy moremerchandise than planned than to get a newconsumer to come into your store


5/38

Objectives of Good Store Design

1. be consistent with image andstrategy

2. positively influence consumerbehavior

3. consider costs versus value4. be flexible


6/38


7/38


8/38


9/38


10/38


11/38

Tradeoffs in Store DesignEase of locating merchandise forplanned purchases

Aesthetics, space to shop

comfortably

Relaxed environmentExploration of store,impulse purchases

Productivity of space

Energy, excitement


12/38

Types of Floor Space inStore Back Room receiving area, stockroom Offices and Other Functional Space employeebreak room, store offices, cash office, restrooms Aisles, Service Areas and Other Non-Selling Areas

Moving shoppers through the store, dressingrooms, layaway areas, service desks, customerservice facilities Merchandise Space

Floor Wall


13/38

SOME SECRETS OF GOODLAYOUT Important location within a store-ENTRANCE DOOR , right side, nearaisles, NEAR ESCALATORS AND POINT

OF SALE. IMPULSE PRODUCTS like perfumes,magazines, cosmetics so are near

the front of the store where theycan be seen from outside and candraw people inside.


14/38

DEMANDED / destination areas- AT THEEND OF THE STORE, UPPER FLOORS, Demand/destination areas because the demand iscreated before customers get into the store andfind their destination.

Products like furniture requiring alot of floor space are kept in leastdesirable location.COMPLIMENTARY PRODUCTS ARE KEPTADJACENT TO EACH OTHER.


15/38


16/38


17/38

Gondola


18/38

Straight Rack longpipe suspended withsupports to the floor orattached to a wall

Round Rack roundfixture that sits onpedestal


19/38

WallFixtures

To make stores wallmerchandisable, wallusually covered with askin that is fitted withvertical columns ofnotches into which avariety of merchandizecan be inserted

Can be merchandisedmuch higher than floorfixtures .


20/38

1. GRID LAYOUTTYPES OF STORELAYOUT


21/38


22/38

Linear design, checkerboard pattern.

Vertical and horizontal aisles

May have one main aisle and many secondary

aisles.

Efficient use of space

Simple and predictable to navigate

Focal points at aisle ends

GridLayout


23/38

Can be confusing and frustratingbecause it is difficult to see overthe fixtures to other merchandise

Most familiar examples forsupermarkets.Best used in retail environments

in which majority of customersshop the entire store


24/38

Curving/Loop (Racetrack) Design

Major customer aisle(s) begins at

entrance, loops through the store(usually in shape of circle, squareor rectangle) and returns customerto front of store

Exposes shoppers to the greatestpossible amount of merchandise byencouraging browsing and cross-shopping


25/38

Free-Flow LayoutStorage, Receiving, Marketing

Underwear Dressing Rooms

Checkout counter

Clearance Items

Feature FeatureJeans

CasualWear

Stockings

Acce

ssories

Pants

Tops

Tops

Skirtsand

Dresses

Hatsa

ndHandbags

Open Display Window Open Display Window


26/38

Fixtures and merchandise grouped into free-flowing patterns on the sales floor no definedtraffic patternMust provide enough room between fixtures Works best in small stores (under 5,000 squarefeet) in which customers wish to browseEncourages browsing Works best when merchandise is of the sametype, such as fashion apparel

If there is a great variety of merchandise,fails to provide cues as to where one departmentstops and another starts


27/38

Spine Layout Variation of grid, loopand free-form layouts Based on single mainaisle running from thefront to the back of thestore (transportingcustomers in bothdirections)

Heavily used by medium-sized specialty storesranging from 2,000 10,000 square feet


28/38

Ways to DisplayWindow DisplaysInterior Window DisplaysWall DisplaysFocal Point displays


29/38

Display TypesOne Item Display

Related Merchandise Display

Variety or Assortment Display


30/38

Issues in merchandisepresentation techniqueMerchandise to be PRESENTED inconsistent with store image-fashion forward or simple imageNature of the products- jeans vsskirtsPackaged or per pieceProducts profit potential


31/38

Types of merchandisepresentation techniques Idea oriented- furniture , linen Style / item presentation Color presentation Price lining Frontage presentation- presenting one out ofthe lot Vertical merchandise- presented verticallyhigh. people have a tendency to see from top

left to right. All national level brand aredisplayed up and their own brand in themiddle.


32/38

Store Front Design Storefronts must:

Clearly identify the name and general natureof the store Give some hint as to the merchandise inside Includes all exterior signage In many cases includes store windows anadvertising medium for the store window

displays should be changed often, befun/exciting, and reflect merchandise offeredinside.


33/38

Atmospherics

The design of an environment via: visual communications lighting color sound scent

to Stimulate cuStomerS perceptualand emotional responses andultimately influence their purchasebehavior


34/38

Visual Communications Name, logo Directional, departmental and categorysignage Point-of-Sale (POS) Signage Graphics


35/38

Visual Communications

Coordinate signs and graphics with storesimage Informative to the customer Keep signs and graphics fresh Use appropriate typefaces and colors onsigns


36/38

Lighting

Important but often overlooked element insuccessful store design Highlight merchandise Capture a mood Level of light can make a difference Can be used to hide objects as well


37/38

Color Can influence behavior

Warm colors increase blood pressure,respiratory rate and other physiologicalresponses attract customers and gainattention but can also be distracting

Cool colors are relaxing, peaceful, calm andpleasant effective for retailers selling anxiety-causing products


38/38

Sound & Scent

Sound Music viewed as valuable marketing tool Often customized to customer demographics volume and tempo according to crowd and image

Scent Smell has a large impact on our emotions Can be administered through time release

atomizers or via fragrance-soaked pellets placedon light fixtures

Documents

Store Design and Layout