PR301 - Store Layout

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“ How we see the world around us”

STORE DESIGN AND LAYOUT

1.1 Describe store and layout Definition store and layout Identify store image and atmosphere Determine store exterior

1.2 Identify store layout Identify layout guidelines Recognize layout patterns Analyze advantages and disadvantages of layout

patterns Draw layout a store Arrange display

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1) A store layout is the design in which a store's interior is set up. Store layouts are well thought out to provide the best exposure possible. They are designed to create an attractive image for consumers.

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2) Store layout describes the overall look and feel of the interior of a retail store, including the placement of fixtures and products within the store. It is an important part of implementing retail store strategy. Effective layouts are designed to expose customers to the most products possible given the amount of floor space available.

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The public image that a store projects into the market place is an essential component of its success.

With ever increasing competition for the consumer's purchases comes an increase in promotional activities designed to influence the consumer to spend.

As this promotional activity increases, so does the amount of advertising 'clutter' that the customer must wade through to get to the real message.

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Low Quality Store High Quality Store

In order for the message to be effective and not get lost, it must be relevant and interesting to the customer.

This message is more relevant when it is based on an appropriate store image which sets the basic tone for all of the store's marketing activities.

Think about the different stores where you shop. What image do they create? How are they different? What elements do they use to create these differences?

A supermarket will strive to appear efficient, economical and filled with a variety of stock. Compare that image with the one presented by an upmarket delicatessen or a health food shop.

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The ingredients that contribute to a store's image include:

general ambience created by the surroundingsproduct range offered by the storethe store's layoutproduct placementinterior design, lighting and decorlocation of the storethe store's market positionadvertisements and promotional activities.

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'traditional' style window display using mannequins and soft lighting to create a focus on the new season's range.

By combining these elements, the retailer is able to create and maintain an appropriate image that appeals and attracts their target market.

A full backdrop display using a contemporary approach to attract an 'upmarket' customer group.

The psychological feeling a customer gets when visiting a retailer› Store retailer: atmosphere refers to

store’s physical characteristics that project an image and draw customers

› Non-store retailer: atmosphere refers to the physical characteristics of catalogs, vending machines, Web sites, etc.

Store exterior Physical structure Visibility Entrances Parking Construction cost Lighting and entertainment

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Porsche Design launched its first own Design Store in Queen's Road Central, Hong Kong. The store features a new concept that focuses on the substantially extended fashion collection for women and men and highlights the iconic essence of Porsche Design products.

"With the new store in the Queen's Road we are bringing Porsche Design right to the centre of Hong Kong", commented Juergen Gessler, CEO of Porsche Design Group. "In the last business year we increased our sales by 30 percent. And the first half of the current business year again shows a really positive trend, with an increase in double figures. We intend to support this growth by our ongoing sales and product offensive for Porsche Design. And the new location in Hong Kong is just the first step of many others that are going to follow soon."

The new Hong Kong store includes complete product portfolio of the Porsche Design, ranging from the fashion collection for men and women and the sport collection, through luggage, eyewear, watches and writing tools, to cell phones, jewellery and accessories.

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