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Texas Habitat Lone Star Conference
Merchandising Your ReStore to
Attract Key Demographics
August 12, 2014
Richard Weiss, AIA
Weiss Architecture, Inc., Austin Texas
ReStore Design
• Meaning & Importance of Store Design• What do you sell?
• Who are your customers?• Donors
• Shoppers
• Components of Store Design• Store Exterior
• Store Interior• Store Layout
• Fixturing
• Merchandising
ReStore Exterior Merchandising
Considerations
• Site Location & Size of Building
• Retail center, stand-alone, corner lot, other configuration
• Location of Marques & Exterior Signage
• Walkways
• Store Entrance
• Window Displays
• Change often, fun/exciting, reflect merchandise in the store
• Color & Exterior Building Materials
• Theft Prevention (good design, lighting, cameras, security)
• Cart Collection & Lock Systems
Store Layout Basic Principles
• Decompression Zone• The first five to fifteen feet worth of space. Makes the transition
from the outside world and first experience what you have to offer.• Customers make critical judgments like how cheap or expensive your
store is likely to be and how well coordinated your lighting, fixtures,
displays, and colors are. Since they're in a transition mode,
customers are more likely to miss any product, signage, or carts you
place there.
• Point of Recognition• Indicates layout clues and the departments or aisles that the
customer is interested in The point of recognition is the area of the
store where the customer starts to learn how to physically shop
• Customers tend to walk to the right (except Aussies)
ReStore Layout Factors• Total (sales) space available
• Types of Products & Merchandise offered
by the store
• Types and Number of Departments within
the store
• Volume & Variety of product-line carried
• Mode of Operation
• Movement required in the store for
receiving, picking, storing product
• Target customers and the average
number of customers in the store
• Degree of changes in operations
• Stock & inventory levels and turn-over
Check out HFHI
courses ReStore
101 & 201 for
standard ReStore
key performance
indicators/metrics
Types of Store Layouts• Grid Layout:
• Home Depot, Loews
• Race Track/Loop Layout
• Bed, Bath & Beyond, Linens & Things
• Other considerations
• Free Flow/Boutique Layouts:
• Breed & Co. (local Austin, upscale hardware & home store),
Williams & Sonoma
• Spine Layout: This could be an option for some ReStores,
depending on the site location and layout (store’s entry/exit
points, parking accommodations)
Grid Layout
• Common ReStore layout
• Counters and fixtures are placed in long rows, usually at
right angles throughout the aisle placement
• Customers circulate up and down the grid, ideally visiting
each aisle
• Best used where customers like to shop the entire store or
require items from various “departments” organized
throughout the store
Grid Layout
Counters and fixtures are placed
in long rows or “runs” usually at
right angles, through out the
store.
Benefits:
Easy to locate merchandise
Cost efficient
Easily accessible for customers
Disadvantages:
Limited customer/browsing
engagement
Limited creativity in décor or
repetitive aisles
Need to be
creative; focus
on
merchandising
ReStore Merchandising & Methods of Display
to Maximize Sales per Square Foot for
Customer Demographics
HFHI “Typical” ReStore
Customer & Donor • Female
• 5’3 tall
• 40+ years old
• Focus on women customers and donors
BUT . . . Your “typical” customer may be different. Depends on
types of products, departments, and your
marketing/merchandising of your ReStore.
AND . . . You have a “market-tested” opportunity to easily
recruit the “typical” HFHI Restore customer, if she is not
already shopping at your ReStore.
Marketing to Females
If she cannot reach it, she will
not buy it.
Merchandise
should be
optimally placed
between three and
five feet off the
ground.
Marketing Sightlines:
Female Customers• Make sure the height of all the shelving within your store, and especially at the front of
your store, is optimal for the average 5’3 woman to shop comfortably. When
merchandising your products, remember that eye focus level is typically between three
and five feet. Items placed above or below this focal point are almost invisible to the
customer. The fixtures should also showcase merchandise in a pyramidal
display, sloping back from the shopper. Granted, not all of the merchandise in
your store is going to be placed at this optimal eye level, but try rotating your
stock between this focus level and you will find you can move stale inventory
quicker.
• Anything displayed over six feet is not a store fixture but is, in fact, storage.
Placing high-ticket items and other merchandise of note at eye level will ensure
they are noticed by your customers. Placing the brand new Whirlpool tub on a pallet
in the upper racks will ensure it will become nothing but a glorified dust collector. If
customers do notice it, they will pester you for help and it isn’t worth your time to
constantly fetch merchandise down each time a customer wants to look at it. Make
shopping your store as self-service as possible.
Customer & Donor Demographics
Collecting & Analyzing the Data• Implement an easy system for consistent data collection
• Integrate with check-out & donation process to collect customer
data (zip code, age, M/F, e-mail, name, address)
• Train employees, volunteers, CSRs
• Communicate to staff & volunteers that the data really matters
• Analyze the Data• Identify your customers – who are they?
• “Typical” Habitat ReStore Customer
• Site Selection• HFHI ReStore Market Study: Location, location, location
• Drive-By Visibility & Traffic Counts
• Safety
• Building design: suitability for donation drop-off, receiving, ceiling ht
Psychological Merchandising
Factors to Consider • Mission-Driven, Value-Oriented, Green/Sustainable Image
• Angles and Sightlines
• Customers view store at 45 degree angles from the path they travel as they move through the store
• Most stores set up at right angles because it’s easier and consumes less space
• Equal spacing of items on racks, hooks, hangers to create strong visual effect
• Vertical color blocking
• Merchandise should be displayed in vertical bands of color wherever possible – will be viewed as rainbow of colors if each item displayed vertically by color
• Creates strong visual effect that shoppers are exposed to more merchandise (which increases sales)
Space Management
• The space within stores and on the stores’ shelves are
fixtures is a scare resource, must consider:
• The allocation of store space to merchandise categories
AND
• The location of departments or merchandise categories in the
store
Space Planning
Key considerations:
• Productivity of allocated space
• Sales per square foot
• Sales per linear foot
• Merchandise inventory turnover
• Impact on store sales
• Display needs for the merchandise
Typical ReStore Departments
• Hardware
• Plumbing
• Lighting & Electrical
• Flooring
• Cabinets
• Windows
• Doors
• Appliances
• Furniture
• Home Goods
• Seasonal & Featured Items
• Impulse
Location of Departments
• Relative location advantages
• Impulse products
• Demand/destination areas
• Seasonal needs
• Physical characteristics of merchandise
• Size (appliances, furniture, cabinets)
• Lighting (consider placing lighting dept in darkest spot)
• Adjacent departments
Feature Areas
• The areas within a store designed to get the customer’s
attention
• Entrances
• Freestanding displays
• Cash wraps (checkout areas)
• End caps
• Promotional aisles
• Walls
• Windows
• Ceilings (lighting displays/ceiling fans)
• Use these areas to highlight merchandise and communicate
your HABITAT MESSAGE & MISSION
Merchandising Placement
Considerations• Seasonal/Featured items in FRONT
• Destination purchase items at BACK LEFT of store• Appliances, Doors, Windows
• Special merchandise – lightly trafficked areas (glass pieces)
• Impulse purchase items - near heavily trafficked areas
• Adjacencies; Ancillary or complimentary product
merchandising; cluster complimentary merchandise next to
each other• Paint, paint brushes, drop cloths
• Plumbing Fixtures, pipe fittings, o-rings, caulk
Prime Location for Merchandise
• Highly trafficked areas
• Store entrances
• Near checkout counter
• Highly visible areas
• End aisle
• Displays
Location of Merchandise within a
Category: The Use of Planograms
• Supermarkets and drug stores
place private-label brands to
the right of national brands –
shoppers read from left to right
(higher priced national brands
first and see the lower-priced
private-label item)
• Planogram: a diagram that
shows how and where specific
SKUs should be placed on
retail selves or displays to
increase customer purchases
Visual Merchandising
• The artistic display of merchandise and theatrical props used as scene-setting decoration in the store
• Several key characteristics
• Not associated with shop-able fixture but located as a focal point or other area remote from the on-shelf merchandising (and perhaps out of the reach of customers)
• Use of props and elements in addition to merchandise – visuals don’t always include merchandise; may just be interesting display of items related to merchandise or to mood retailer wishes to create
• Visuals should incorporate relevant merchandise to be most effective
• Retailers should make sure displays don’t create walls that make it difficult for shoppers to reach other areas of the store
Visual Merchandising
Presentation Techniques
• Idea-Oriented Presentation
• Style/Item Presentation
• Color Organization
• Price Lining
• Vertical Merchandising
• Tonnage Merchandising (display large
quantities together to convey value)
• Frontal Presentation
Merchandise: Display Planning
• Shelving – flexible, easy to maintain
• Hanging – options for lighting, ceiling fans
• Pegging – small rods or S-hooks inserted into gondolas or wall systems (slat/peg board) – can be labor intensive to display/maintain but gives neat/orderly appearance
• Stacking – for large hardlines can be stacked on shelves, base decks of gondolas or flats – easy to maintain and gives image of high volume and low price
• Dumping – large quantities of small merchandise can be dumped into baskets or bins – highly effective for softlines (socks, wash cloths) or hardlines (batteries, candy, grocery products) – creates high volume, low cost image
Fixture Types• Straight/Hanging Rack – long pipe or other structure
suspended with supports to the floor, attached to a wall or ceiling used to display lighting (ceiling fixtures) and ceiling fans
• Gondola – large base with a vertical spine or wall fitted with sockets or notches into which a variety of shelves, peghooks, bins, baskets and other hardware can be inserted.
• Four-way Fixture – two crossbars that sit perpendicular to each other on a pedestal
• Racking Shelf/Pallets – takes advantage of vertical space for storage of larger items that are displayed, but not stocked in customer line of site
• Other common fixtures: tables, large bins, flat-based decks
Wall Fixtures
• Small Hardware, Add-Ons/Ancillaries, POS areas
• To make store’s wall merchandisable, cover wall with a skin
that is fitted with vertical columns of notches similar to those
on a gondola, into which a variety of hardware can be inserted
(slat or peg board)
• Can be merchandised much higher than floor fixtures (max of
42” on floor for round racks on wall can be as high as 72”
• Visible signage to delineate point of sale location for a
particular items or area (plumbing, electrical, etc.)
Other ReStore Experience Considerations
Atmospherics
• The design of an environment via:
• visual communications
• lighting
• color
• sound
• scent
to stimulate customers’ perceptual and emotional responses and ultimately influence their purchase behavior
Lighting
• Important but often overlooked element in
successful store design
• Highlight merchandise
• Capture a mood
• Level of light can make a difference
• Consider placing lamps/lighting departments in darker
spaces
Color
• Can influence behavior
• Warm colors increase blood pressure, respiratory rate
and other physiological responses – attract customers
and gain attention but can also be distracting
• Cool colors are relaxing, peaceful, calm and pleasant –
effective for retailers selling anxiety-causing products
• Use standard Habitat/ReStore branding colors for store
accents. Consider adding a “warmer” color (orange, red,
yellow) sparingly.
Sound & Scent• Sound
• Music viewed as valuable marketing tool
• Often customized to customer
• Can use volume and tempo for crowd control
• Scent
• Smell has a large impact on our emotions
• A bad smell does not encourage customers to stay and shop
• Can be administered through time release atomizers or via
fragrance-soaked pellets placed on light fixtures
ReStore Merchandising Examples
HFH Portland Metro ReStore
Shoppers can navigate to
the plumbing department
easily with this nice interior
department sign
The floors are clean, the
departments have floor
tape and the merchandise
is organized nicely on
gondola shelving
HFH of Lima ReStore
All the red bins are
matching and they
keep small items
organized
End cap displays
Fixture is painted
mission colors
Central SC HFH ReStoreRepurposed
picture frames
in tree design
demonstrates a
creative and
beautiful DIY
idea
Living room set-
up creates cozy,
home feeling to
customers
Similar styles and color
groups are
merchandised together
The price tags are large
and easy to read
Accents are displayed
on the coffee table
Artificial plants are
strategically placed to
create that “at home
feeling”
HFH ReStore Charlotte
HFH ReStore Charlotte
Several room vignettes
Coordinated like styles
of furniture and accents
to help the shopper
visualize what their
room could look like
Added area rugs and a
mechanism to hang
light fixtures if needed
Bold paint colors make
artwork stand out
HFH of Greater Orlando ReStore
Open floor plans allows for
multiple mini-room set-ups to
demonstrate which pieces go
together and give shoppers
an idea of how it would look
in their home
This ReStore showcases
their nicest furniture at the
front for window shoppers
and a good first impression
for regulars
Imaginative use of
everyday ReStore
merchandise is used to
create the signage
display
Use of slat walls and the
use of Habitat blue
Plastic bags bring a
clean professional look
to the display for
donated materials
HFH Ottawa ReStore
HFH of Tulare County ReStore
Gondola fixture has
been equipped with
peg board and
shelving so that
they can display
different types of
merchandise
Fixture is well
stocked and
organized
Professional, branded
design of bag toppers
A simple colored
sticker allows ReStore
staff to know how long
the bag has been on
the peg board
HFH Charles Co. ReStore
Bold statement of having a
lot of a certain item
Fixtures fit the inventory
Labels are facing out &
product evenly placed
Product shelf placement,
color blocking
HFH Burke County ReStore
Sign shows both the
words and the picture
to make it easier for
people to easily identify
a department
Bag toppers make
shelving more
organized and allows
shoppers to find items
easily
Shelving is painted in
Habitat colors
South Puget Sound HFH Store
Like styles are placed
beside each other
Chairs are lined up and
presented back to back
to be more visually
appealing
Large inventory does
not keep you from
merchandising properly
HFH of Orlando ReStore
HFH Charlotte ReStore
Slat wall was installed to
display art work
Hooks are used for easy
hanging
Everything is priced
Subject matter is grouped
together
HFH of Forsyth Co. ReStore
The pictures are displayed
gallery style, hung on an
actual wall, and lit with
accent lights
Shelving is designed for an
average height woman so
that all items are not only
visible but also reachable
HFH Niagra ReStore
Bright green wall
color helps items
really stand out
Wall shelving allows
for height change so
that they can still
display the tall vases
and make items
reachable
HFH Charlotte ReStore
Tiered fixtures
allow for large
quantities to be
displayed
Glassware pops
on glass display
fixture
Inventory has
been cleaned and
priced
HFH of the Chesapeake ReStore
Attractive use of displays
to merchandise the home
goods and housewares
This department is free of
clutter so customers do not
have to dig through items
to find something they may
want to purchase
Green Mountain HFH ReStore
Female shoppers are
able to examine each
piece of merchandise on
this gondola shelf
Like items are with like
items (short lamps, tall
lamps, lamp shades,
lighting, etc.)
HFH of Greater Miami ReStore
Pallet racking can be
used to nicely display
household goods like
lamps
An average height
female could easily
examine merchandise
on this pallet racking
HFH of Madison & Clark Counties
ReStore
A book nook can be
easily added to a
home goods
department
Notice how bright
and open this
department is,
making it
welcoming to shop
Books are displayed
in shelving to
emulate what it would
look like in a home
The blackboard
allows staff to change
the signage when
needed
Cups and mugs are
hung by their handles
to save on shelf
space
Lexington NC HFH ReStore
Fauquier HFH ReStore
•The tubs are placed on pallets
so pallet jacks can easily move
the tubs around the store
•The tubs are arranged
together to create an open
space and to maximize sales
floor space
HFH Charlotte ReStore
Customers can learn the prices of sinks with this
nice-looking sign
This sink display can be easily made by a group
of volunteers
This shelving
allows for a large
quantity to be
displayed
Bottom shelf can
be used for heavier
items such as
toilets
HFH Greater San Francisco, Inc.
ReStore
Space in this plumbing
department is
optimized by this
fixture
This fixture allows for
many different types
and sizes of sinks to be
displayed nicely
HFH of Dane Co. ReStore
This sink fixture has
rounded holes in the
boards so that all circular
sinks can easily fit into
each hole
This fixture allows
shoppers to see all of the
sinks available for
purchase
Designs are streamlined
and hold different shaped
sinks
Toilets are able to be
merchandised below the
first set of racks
Faucets are displayed
professionally and parts
are kept together
HFH of Greater Baton Rouge ReStore
HFH Charlotte ReStore
This pedestal sink fixture allows
the two pieces to remain together
while also being moved easily
throughout the store
The pedestal sinks are aligned
symmetrically as a means to
merchandise the sinks along this
aisle
HFH Orange Co. ReStore
This section is bright and
open, which welcomes
shoppers to browse
through the vanity sinks
The vanity sinks are
separate from other
plumbing merchandise so
that they can stand out
amongst other sinks
HFH Charlotte ReStore
The moveable
toilet dolley
allows both
shopper and
staff to move
toilets around
the store with
ease
The A-Frame
fixture allows
large windows
to rest against it
HFH Orange Co. ReStore
It looks nice to
display the floor
pieces on pallet
racking
The packs of
laminate flooring
stack nicely on
pallets and can be
easily grabbed by
shoppers
HFH of Greater Baton Rouge ReStore
The windows are neatly
displayed using pallet
racking
Each window rests on a
board and is secured by
multiple wooden beams
The size of the pallet
racking allows large
windows to easily slide
through
ReStore Check-Out (POP) Merchandising
Considerations
Check-Out Displays at
Point of Purchase (POP)
DISPLAY ARRANGEMENTS
• Assortment display
• Theme-setting display
• Ensemble display
DISPLAY TYPES
• Rack display
• Case Display
• Dump bin
ReStore Check-Out Considerations
• Organized, neat, clean
• Welcomes customers
• Communicates Mission, Volunteer Opportunities, Habitat
Branding, Collect Customer Data
• Bagging & check-out is easy for small and large items
• Target impulse shoppers based on customer demographics
• Cart storage (cart security systems)
• View of store - loss mitigation/theft prevention
• Cashier Safety
• Signage: my.habitat.org
Attractive Habitat color
scheme used throughout the
area
Two cash registers are used
for high-volume days
Small amount of space the
entire checkout area
occupies (to avoid an
opportunity for clutter)
Professional staff uniforms
HFH of Greater Miami ReStore
South Puget Sound HFH Store
Beautifully built counter
reminds customers that
building is central to
Habitat’s mission
L shaped design provides
a long counter top for
ringing up purchases and
allows for extra space if
more cashiers are needed
Forward-facing area
makes it easy to greet
shoppers as they enter
HFH of Greater San Francisco
ReStoreThe sharp uniforms for the staff
members
Professional looking policy
sign displayed on the wall
The cash register displays the
sales total for each customer
and receipts are given to each
customer
The sign-up sheets recruiting
volunteers and e-newsletter
recipients
HFH of the Lehigh Valley ReStore
The counter is positioned next
to the front entrance to allow
staff to greet customers and
say a final, “Thank you!”
The clean countertops promote
a higher-end look and feel
The counter height and open
space in front is ADA compliant
HFH St. Louis ReStore- Des Peres
The flat screen TV to
educate customers waiting
in line on Habitat’s mission
Staff to come around the
counter to assist
customers
Creative wall design
makes the store unique
and fun to shop
Iowa Valley HFH ReStore
Checkout area provides a 360
degree view of the store for
staff
Clutter-free counter top space
allows customers to place their
purchases, purses, coats, etc.
Amount of counter space
allows for two lanes of
customers wanting to checkout
(quick checkout even on busy
days)
Designated area for carts
HFH Charlotte ReStore- Wendover
Large Habitat Logo emphasizes
how each dollar spent at the
store goes towards Habitat’s
mission
Sign honors the volunteers that
have served over 1000 hours
(shows appreciation and
attracts more people to
volunteer)
The professional sign explains
the return policy
HFH of Greater Memphis ReStore
The signage clearly states
where customers can
check out
Cashier’s view of the
entire store is free of
obstructions
Limited counter space in
between the staff member
and shopper (prevents us
vs. them mentality)
Central SC HFH ReStore
Design of the counter allows
space for another cashier
when it gets busy
Showcase by the register
means the cashier can keep
an eye on more smaller,
more valuable items
Repurposed wood adds a
design feature while still
being cost effective
Fayetteville Area HFH ReStore
The wall blocking the view
of the check out area from
the window (ensuring
safety)
Counter is clean and
clutter- free
The nice sign informing
customers that there are
volunteer opportunities
available
HFH of Greater Chattanooga Area
ReStoreHeight of the counter is
ADA compliant
Design of the counter
allows for a neat display of
merchandise (maximizing
square footage)
Cabinet drawers along the
back wall hide any
unsightly objects like
paper, office supplies,
binders, etc.
HFH Greater Portland Maine ReStore
The neat use of doors to
make up the check out area
(provides a unique
experience for shoppers)
The shopping basket return
is convenient for shoppers
to return their basket
The office space in the back
has windows for the
manager to see the entire
store
HFH of Greater Orlando ReStore
Similar design to a grocery
store where smaller items
are merchandised as
impulse buys
Bagging area makes it easy
for customers to package
their own purchases
Space is neat and clutter-
free
Madison & Clark Counties HFH
ReStore“Customer Service” sign that
gives a professional look and
feel
Two registers on high volume
days eliminate long lines
Staff are able to see the entire
store from this centrally-
located checkout area (acts as
a hub)
Our Towns HFH ReStore- Cornelius
The cashier is able to greet
customers that enter the store
A volunteer is able to act as the
cashier by using a simple and
effective cash register
The far end of the counter
allows the cashier to bag small
items
HFH of Forsyth Co. ReStore
The horse-shoe design
allows for two lines to
form, especially useful on
busy days
Sponsor recognition
plaque honors that
corporation’s donation in
the heart of the store
While customers are
checking-out they have a
clear view of the mission
wall
Resources & Quick Reads
Resources:
www.my.habitat.org
Merchandising quick reads:
• http://www.entrepreneur.com/article/223808