Layout and Design
of a Store
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Objective:
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Define the terms in this discipline
of Layout and Design
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Terms
Impulse items
Convenience Stores
Specialty Stores
Racetrack Layout
Boutique Layout
Profit Perimeter
Fixture
Eye Level
Slotting Fees
Point of Purchase (POP)
Demand items
Shopping Stores
Spine Layout
Grid Layout
Merchandising
Cherry Picker
Marquee
Facing
Loss Leader
There are three types of
retail stores
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Convenience
Shopping
Specialty
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Convenience
Examples of this store is 7-11, Circle
K or a liquor store
Pricing is usually more expensive
and items are a smaller size.
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Specialty Store
Specialty Stores sell one kind of
item, plus accessories. Examples
are:
Men’s clothing stores
Tobacco related products stores
Payless shoes
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Shopping Stores
The goal of shopping stores are to keep the
customers in the store. Example of Shopping
Stores are:
Supermarkets
Department stores
Mass Merchandisers
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Layouts of stores
There are four types of Layouts of stores
1.
Grid or Supermarket layout
2.
Boutique
3.
Racetrack
4.
Spine
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Grid Layout
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Long isles in repetitive pattern.
Easy to locate merchandise
Does not encourage customers to explore the
store
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Limited site lines to merchandise
Allows more merchandise to be displayed
Cost efficient
Used in grocery, discount, and drug stores.
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The McGraw-Hill Companies, Inc./Andrew Resek, photographer
Receiving & storage
Grid Store Layout
Fruit
Vegetables
Books, magazines, seasonal
display
Checkouts
Cart
area
Entrance
Office &
customer
service
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Exit
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Grid Layouts
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Advantages
1. Low cost
2. Customer familiarity
3. Merchandise exposure
4. Ease of cleaning
5. Simplified security
6. Possibility of self-service
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Grid Layouts
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Disadvantages
1. Plain and uninteresting
2. Limited browsing
3. Stimulation of rushed
shopping behavior
4. Limited creativity in
decor
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Boutique Layout
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Fixtures and aisles arranged
asymmetrically
Pleasant relaxing ambiance
doesn’t come cheap – small store
experience
Used in specialty stores and
upscale department stores
Jack Star/PhotoLink/Getty Images
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Boutique Layout
Pants
Clearance
Items
Feature
Open Display Window
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Tops
Tops
Accessories
Checkout counter
Feature
Hats and Handbags
Dressing Rooms
Underwear
Skirts and Dresses
Jeans
Casual Wear
Stockings
Storage, Receiving, Marketing
Open Display Window
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Boutiques
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Advantages
1. Allowance for browsing
and wandering freely
2. Increased impulse purchases
3. Visual appeal
4. Flexibility
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Boutiques
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Disadvantages
1. Loitering encouraged
2. Possible confusion
3. Waste of floor space
4. Cost
5. Difficulty of cleaning
6. Difficult to see all area, easier to
shoplift
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JC Penney Racetrack Layout
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Racetrack Layout
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AKA “Loop” has one major circular aisle
that has access to departments and
store’s multiple entrances.
Draws customers around the store.
Provide different site lines and
encourage exploration, impulse buying
Used in department stores
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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 back side
walls
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Key Psychological Factors, Spine Layouts
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 Value / Fashion Image 45 degree
angle sightlines presentation of product
influences image customer has
regarding that product
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Angles and Sightlines Customers view product at 45
degree angle and at eye level.
Where a product is placed on
shelves influences sales
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Vertical Color Blocking Display product in vertical
bands of color
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Merchandising is
The art of attracting
customers to products
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Two types of items
(products) customers buy
they are:
Demand and Impulse items. Anything can
be an impulse item and anything can be a
demand item. However, if you are
shopping in an clothing store, you don’t
expect to buy food, right?
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Profit Perimeter
Profit Perimeters are the inside walls
of a store where demand items are
sold.
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Demand Items
Items that the customer came to the
store to buy. Examples of demand
items in a supermarket is Milk,
Bread, Liquor, Meat or Produce.
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Point of Purchase
P.O.P., Point of Purchase is: Where the cash
registers are located. This is the last chance
to sell things to customers. Many impulse
items are found at POP.
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Impulse Items
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Items that the customer bought but
didn’t plan on buying when they
walked into the store. Examples of
this could be magazines,
horoscopes, razors, gum and
candy.
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Fixtures are:
Anything permanent that helps sell products.
Examples of fixtures are:
Displays, shelving, electrical outlets, tile,
lighting, carpeting as well as paint on the
wall.
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Marquee
Large sign with interchangeable
numbers and letters
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Display Types
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On-shelf vs. On Floor
Gondola - Common for Hard lines, canned goods
Racks - Common for Soft lines, clothing
Wall Fixtures
End Caps
Checkout Fixtures
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Eye Level
Is the best selling area on the shelf. Producers
fight for this position.
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Slotting Fees
Slotting fees is the money paid to retailers
from producers (manufactures) to have a
shelf position in a retail store.
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Facing
Width, length and depth of a product, but is
also showing the label for product
identification. (logo)
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Loss Leader
Loss Leaders are products that retailers sell
below cost to bring customers into the store.
This is an advertising ploy. For every item a
customer comes into a store to buy, they
purchase 5-7 items
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A good Loss Leader in the
supermarket business is
steak. If you buy steak, you could
complete the meal and also buy:
Potatoes, lettuce, salad dressing,
briquettes, lighter fluid, steak
sauce, a vegetable, wine, garlic
bread and dessert.
Cherry Pickers
Cherry Pickers are customers that buy only Loss
Leaders.
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