SPACE PLANNING
Pallavi Pathak
Location of Departments


How the location is fixed for a particular
Department within a store.
Why one Department is at the ground
floor &
other one at top floor.
Location of Merchandise within
Departments
Plano grams.
Leveraging Space
In store Kiosks
LOCATION OF DEPARTMENTS.
 The profit generating abilities of various
location within a store are not equal or it
varies.
 The more traffic through a department, the better
the location will be.
 Unfortunately every department can’t be
situated in the best location.
 Retailers must consider additional demand
generating factors & the inter relations
between departments when determining their
locations.
RELATIVE LOCATION
ADVANTAGES
The best locations within the store depend
on the
(1) Floor Location
(2) Position within a Floor
(3) Location relative to
traffic,aisles,entrances,escalators etc.
In general, in a multilevel store ,a space’s
value decreases the farther it is from the
entry level floor.
Contd……...
Since men are not generally as evidshoppers for
clothing as women,thats why many large store
locate the men’s department on the entry level
floor to make shopping as easy as possible.
The position within a floor is also important when
assigning locations to departments. The best
locations are those closest to the store’s
entrances, main aisles, escalators & elevators.
Also, most customers turn right when entering a
store or floor, so the right side will be specially
desirable space .
Contd……….
Finally, most most customers won’t
get all the way to the center of the
store , so many stores use the
racetrack design to induce people to
move in to the store’s interior.
Location of Departments
Following factors are kept in mind while
localizing the departments:
1.Impulse Products:
Impulse Products are products that are
purchased without prior plans, like
fragrances & cosmetics in department
stores & magazines in supermarkets.They
are almost located near the front of the
store, where they are seen by everyone &
many actually draw people into the store.
2. Demand/Destination Areas:
Children’s expensive specialty goods, and
furniture departments as well as customer service
areas like beauty saloons , credit offices, and
photography studios are usually located off the
beaten pat-in corners and on upper floors.A
purchase of one of these unique, expensive prices
requires thought and concentration. customers
would probably become distracted if the
department were adajcent to a high traffic area.
Besides, customers looking for these items will
find them no matter where they are located in the
store.
3. Seasonal Needs:
Some departments need to be more flexible than
others.For instance, it is helpful to locate winter
coats near sportswear.
4.Physical Characteristics of Merchandise:
Departments that require large amounts of floor
space,like furniture,are often located in the less
desirable locations. Some departments like
curtains, need significant wall space, while others,
like shoes, require accessible storage.
Location of Merchandise within
Departments.
The Use Of Plano grams:To determine where merchandise should
be located within a department,retailers of
all types generate maps known as
planograms.
“A Planogram is a diagram created from
photographs,computer output, or artists
rendering that illustrate exactly where
every SKU should be placed.”
Characteristics of Planograms
Planograms should: Visually appealing
 Represent the manner in which a
consumer shops
 Embody the strategic objectives of the
corporation
Planogram both Science & Art
There is an art
planogramming.
and a science to
 The art is in ensuring that the proper
visual impact and presentation is
maintened.
 The science is in the financial analysis
portion.
Designs Of Planogram
Leveraging Space: In-Store
Kiosks
“In-Store Kiosks are spaces located
within stores containing a computer
connected to the store’s central
offices or internet”
Contd…….
 In-Store Kiosks can be used by customers
or sales people to order merchandise
through retailer’s electronic channel,check
on product availability at distribution
centers
or
other
stores,get
more
information about the merchandise,and
scan bar codes to check the prices.
 Retailers are interested in installing these
kiosks because they create a synergy
between the store and Internet site.
Contd…….
 Kiosks provide additional assortment choices that
are not available in the store. A typical Staples
store has 9,000 SKUs, compared to 100,000
offered via in-store kiosks.
 Kiosks can incourage customers to stay in the
store longer and, it is hoped to spend more money.
For instance, allowing customers to check their
email is an added service thet will endear
customers to the store.
 Scare and Starbucks are examining programs to
deliver more or less conventional Internet access
in their respective stores.