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Store Design and LayoutStore Design and Layout
Need for store planningAllocating Space Types of space needed-Back room-Office and other functional spaces-Aisles, services areas, and other non-selling areas of the main sales floor.-Wall merchandise space.-Floor merchandise space.Circulation
Shrinkage Prevention
Improving Space Productivity in Existing Stores
Space Allocations for a New Store
Impact of physical environmental factors on shopping behaviour
Emotions
Customer Senses
Shopping Behaviour
Store layout & design
Merchandise display
Music
Aroma
Physical environment
Store Image: Customer’s perception of the store and its attributes.
Atmospherics : a store's physical characteristics
that are used to develop a retail unit’s image and
draw customers.
Describes the physical elements in a store's design
that appeals to consumers and encourages them to
buy.
Classified in terms of exterior and interior
atmospherics
Importance of Atmospherics Planning
Enhances the image of the retail outlet.Attracts new customers.Creates a definite USP.Facilitates easy movement inside the store.Facilitates access to merchandise inside the store.Ensures optimum utilization of retail space.Facilitates better organization of the store and its
merchandise.Reduces product search time for the customer.Influences the service quality experience.
Components of retail atmosphericsExterior atmosphericsInterior atmosphericsStore layoutVisual merchandising
External atmosphericsAll aspects of the physical environment found outside the store are external atmospherics.
Significantly affects store traffic and sales generated.
Store exterior includes store entrances, main board, marquee, windows display and lighting, height and size of the building, parking facilities, surroundings etc…...
Interior atmosphericsAll aspects of physical environment found inside the
store.
Affects sales, time spent in the store and
approach/avoidance behavior of the target segment..
The retail unit environment presents various stimuli
that are perceived by the customer's senses.
Each stimulus offers many options with regard to
shopping behaviour.
Store layout
Is the interior retail store arrangement of departments
or groupings of merchandise.
Store arrangement:
- pays adequate attention to the expected movement
of the customers visiting the store.
- space allotted to customers to shop.
- adequate facilities for merchandise display.
Free-Flow Layout is a type of store layout in which fixtures and merchandise are grouped into free-flowing patterns on the sales floor.
AdvantagesAllowance for browsing and wandering freely.Increased impulse purchases Visual appealFlexibility
DisadvantagesLoitering encouraged.Possible confusion. Waste of floor space.Cost.Difficulty of cleaning.
Free-Flow Layout
Grid Layout is a type of store layout in which counters and fixtures are placed in long rows or “runs,” usually at right angles, throughout the store.
AdvantagesLow cost.Customer familiarity. Merchandise exposure.Ease of cleaning.Simplified security.Possibility of self-service.
DisadvantagesPlain and uninteresting.Limited browsing. Stimulation of rushed shopping behavior.Limited creativity in décor.
Loop Layout/ Racetrack layout is a type of store layout in which a major customer aisle begins at the entrance, loops through the store, usually in the shape of a circle, square or rectangle, and then returns the customer to the front of the store.
AdvantagesExposes customers to the greatest amount of merchandise
Entry
Exit
Spine Layout is a type of store layout in which a single main aisle runs from the front to the back of the store, transporting customers in both directions, and where on either side of this spine, merchandise departments using either a free-flow or grid pattern branch off toward the back aisle walls.
Exterior Atmospherics
Storefront AccessibilityMarquee Entrances Visibility ParkingSize of buildingDisplay windowsAdjoining Stores
Store Layout
Floor space allocation for selling, merchandise display,and customer traffic flowDepartment locationSpace/merchandise categorySignage
Interior Atmospherics
Flooring WallDead area Trial roomLighting AislesPersonnel OdourTemperature Cleanliness Fixtures
Visual Merchandising
Assortment\ThemeRacks and shelvesPayment Counters
Visual MerchandisingThe orderly, systematic, logical and intelligent way of putting stock on the floor.
It involves SKU planning, store windows and floor displays, signs, space design, fixtures and hardware, and mannequins
Merchandise presentation planning
Shelving StackingHanging DumpingPegging.Folding
Psychology of merchandise presentation
Value /fashion image.Angles and sightlines.Vertical colour blocking.
PlanogramIs a tool used by the retailer, which helps to determine the location of merchandise within a department.It is a diagram that visually communicate how merchandise physically fit on to a store fixture or window, to allow for proper visibility and price point options.
List the exact number of square feet used for the various products and the exact no. of products to be displayed in a particular area.
Floor Plan:
Is a schematic that shows where merchandise and customer service departments are located, how customers circulate through the store, and how much space is dedicated to each department.