Store design and layout

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Store
Design
“Shopper found dead in
local store; cause of
death – boredom”
• No other variable in the retailing mix
influenceS the conSumer’S initial perceptionS of
a bricks & mortar retailer as much as the store
itself.
• the Store iS “where the action iS” and includeS
such minor details as the placement of the
merchandise.
A GOOD STORE DESIGN HELPS
in………
-Get customers
into the store
– Serves a critical role in the store selection
process
– Important criteria include cleanliness,
merchandize display and well-stocked
shelves
– The store itself makes the most significant
and last impression
• Once they are inside the store, convert them into
customers -The more merchandise customers are
exposed to that is presented in an orderly
manner, 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, and
in-store promotions, USUALLY leadS to greater
sales and profits (bottom line: it is easier to
get a consumer in your store to buy more
merchandise than planned ,than to get a new
consumer to come into your store
Objectives of Good Store Design
1. be consistent with image and
strategy
2. positively influence consumer
behavior
3. consider costs versus value
4. be flexible
Tradeoffs in Store Design
• Ease of locating merchandise for
planned purchases
• Aesthetics, space to shop
comfortably
• Relaxed environment
• Exploration of store,
impulse purchases
• Productivity of space
• Energy, excitement
Types of Floor Space in
Store
• Back Room – receiving area, stockroom
• Offices and Other Functional Space – employee
break room, store offices, cash office, restrooms
• Aisles, Service Areas and Other Non-Selling Areas
– Moving shoppers through the store, dressing
rooms, layaway areas, service desks, customer
service facilities
• Merchandise Space
– Floor
– Wall
SOME SECRETS OF GOOD
LAYOUT
• Important location within a storeENTRANCE DOOR , right side, near
aisles, NEAR ESCALATORS AND POINT
OF SALE.
• IMPULSE PRODUCTS –like perfumes,
magazines, cosmetics so are near
the front of the store where they
can be seen from outside and can
draw people inside.
• DEMANDED / destination areas- AT THE
END OF THE STORE, UPPER FLOORS,
• Demand/destination areas because the demand is
created before customers get into the store and
find their destination.
• Products like furniture requiring a
lot of floor space are kept in least
desirable location.
• COMPLIMENTARY PRODUCTS ARE KEPT
ADJACENT TO EACH OTHER.
fixtures
•Primary purpose is to
efficiently hold and display
merchandise .
•They must also define areas of
a store and encourage traffic
flow.
•Must be in connect with other
physical aspect of the store.
TYPES OF FIXTURES USED IN RETAIL
FOUR WAY
Gondola
Straight Rack – long
pipe suspended with
supports to the floor or
attached to a wall
Round Rack – round
fixture that sits on
pedestal
Wall Fixtures
– To make store’s wall
merchandisable, wall
usually covered with a
skin that is fitted with
vertical columns of
notches into which a
variety of merchandize
can be inserted
– Can be merchandised
much higher than floor
fixtures .
TYPES OF STORE
LAYOUT
1. GRID LAYOUT
Grid Layout

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
• Can be confusing and frustrating
because it is difficult to see over
the fixtures to other merchandise
• Most familiar examples for
supermarkets.
• Best used in retail environments
in which majority of customers
shop the entire store
Curving/Loop (Racetrack) Design
Major customer aisle(s) begins at
entrance, loops through the store
(usually in shape of circle, square or
rectangle) and returns customer to front
of store.
Exposes shoppers to the greatest possible
amount of merchandise by encouraging
browsing and cross-shopping
Free-Flow Layout
Clearance Items
Fixture
Open Display Window
Tops
Pants
Fixture
Open Display Window
Hats and Handbags
Checkout counter
Skirts and Dresses
Tops
Accessories
Dressing Rooms
Jeans
Casual Wear
Stockings
Storage, Receiving, Marketing
• Fixtures
and merchandise grouped into freeflowing patterns on the sales floor – no defined
traffic pattern
•Must provide enough room between fixtures
• Works best in small stores (under 5,000 square
feet) in which customers wish to browse
•Encourages browsing
• Works best when merchandise is of the same
type, such as fashion apparel
• If there is a great variety of merchandise,
fails to provide cues as to where one department
stops and another starts
Spine Layout
• Variation of
grid, loop
and free-form layouts
• Based on single main
aisle running from the
front to the back of the
store (transporting
customers in both
directions)
• Heavily used by mediumsized specialty stores
ranging from 2,000 –
10,000 square feet
Ways to Display
 Window
Displays
 Interior Window Displays
 Wall Displays
 Focal Point displays
Window Display Types
One
Item Display
Related Merchandise Display
Variety or Assortment Display
 Merchandise
to be PRESENTED
in consistent with store
image- fashion forward or
simple image
Types of merchandise
presentation techniques
•
•
•
•
Idea oriented- furniture , linen
Color presentation
Price lining
Frontage presentation- presenting one out of
the lot
• Vertical merchandise- presented vertically
high. people have a tendency to see from top
left to right. All national level brand are
displayed up and their own brand in the
middle.
Store Front Design
• Storefronts must:
– Clearly identify the name and general nature
of the store
– Give some hint as to the merchandise inside
– Includes all exterior signage
– In many cases includes store windows – an
advertising medium for the store – window
displays should be changed often, be
fun/exciting, and reflect merchandise offered
inside.
NIKE STORE RIO DE JANEIRO
MARCO –POLO STORE
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
Visual Communications
• Name,
• logo
• Directional, departmental and category
signage
• Point-of-Sale (POS) Signage
• Graphics
Visual Communications
• Coordinate signs and graphics with store’s
image
• Informative to the customer
• Keep signs and graphics fresh
• Use appropriate typefaces and colors on
signs
Lighting
• Important but often overlooked element in
successful store design
–
–
–
–
Highlight merchandise
Capture a mood
Level of light can make a difference
Can be used to hide objects as well
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 anxietycausing products
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 placed
on light fixtures
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