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Shopper found dead inlocal store; cause of
death boredom
No other variable in the retailing mixinfluenceS the conSumerS initial perceptionS ofa bricks & mortar retailer as much as the storeitself. the Store iS where the action iS and includeSsuch minor details as the placement of themerchandise.
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A GOOD STORE DESIGN HELPSin-Get customers into the store Serves a critical role in the store selectionprocess Important criteria include cleanliness,merchandize display and well-stockedshelves The store itself makes the most significantand last impression
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Once they are inside the store, convert them intocustomers -The more merchandise customers areexposed to that is presented in an orderlymanner, 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, andin-store promotions, USUALLY leadS to greatersales and profits (bottom line: it is easier toget a consumer in your store to buy moremerchandise than planned than to get a newconsumer to come into your store
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Objectives of Good Store Design
1. be consistent with image andstrategy
2. positively influence consumerbehavior
3. consider costs versus value4. be flexible
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Tradeoffs in Store DesignEase of locating merchandise forplanned purchases
Aesthetics, space to shop
comfortably
Relaxed environmentExploration of store,impulse purchases
Productivity of space
Energy, excitement
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Types of Floor Space inStore Back Room receiving area, stockroom Offices and Other Functional Space employeebreak room, store offices, cash office, restrooms Aisles, Service Areas and Other Non-Selling Areas
Moving shoppers through the store, dressingrooms, layaway areas, service desks, customerservice facilities Merchandise Space
Floor Wall
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SOME SECRETS OF GOODLAYOUT Important location within a store-ENTRANCE DOOR , right side, nearaisles, NEAR ESCALATORS AND POINT
OF SALE. IMPULSE PRODUCTS like perfumes,magazines, cosmetics so are near
the front of the store where theycan be seen from outside and candraw people inside.
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DEMANDED / destination areas- AT THEEND OF THE STORE, UPPER FLOORS, Demand/destination areas because the demand iscreated before customers get into the store andfind their destination.
Products like furniture requiring alot of floor space are kept in leastdesirable location.COMPLIMENTARY PRODUCTS ARE KEPTADJACENT TO EACH OTHER.
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Gondola
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Straight Rack longpipe suspended withsupports to the floor orattached to a wall
Round Rack roundfixture that sits onpedestal
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WallFixtures
To make stores wallmerchandisable, wallusually covered with askin that is fitted withvertical columns ofnotches into which avariety of merchandizecan be inserted
Can be merchandisedmuch higher than floorfixtures .
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1. GRID LAYOUTTYPES OF STORELAYOUT
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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
GridLayout
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Can be confusing and frustratingbecause it is difficult to see overthe fixtures to other merchandise
Most familiar examples forsupermarkets.Best used in retail environments
in which majority of customersshop the entire store
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Curving/Loop (Racetrack) Design
Major customer aisle(s) begins at
entrance, loops through the store(usually in shape of circle, squareor rectangle) and returns customerto front of store
Exposes shoppers to the greatestpossible amount of merchandise byencouraging browsing and cross-shopping
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Free-Flow LayoutStorage, Receiving, Marketing
Underwear Dressing Rooms
Checkout counter
Clearance Items
Feature FeatureJeans
CasualWear
Stockings
Acce
ssories
Pants
Tops
Tops
Skirtsand
Dresses
Hatsa
ndHandbags
Open Display Window Open Display Window
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Fixtures and merchandise grouped into free-flowing patterns on the sales floor no definedtraffic patternMust provide enough room between fixtures Works best in small stores (under 5,000 squarefeet) in which customers wish to browseEncourages browsing Works best when merchandise is of the sametype, such as fashion apparel
If there is a great variety of merchandise,fails to provide cues as to where one departmentstops and another starts
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Spine Layout Variation of grid, loopand free-form layouts Based on single mainaisle running from thefront to the back of thestore (transportingcustomers in bothdirections)
Heavily used by medium-sized specialty storesranging from 2,000 10,000 square feet
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Ways to DisplayWindow DisplaysInterior Window DisplaysWall DisplaysFocal Point displays
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Display TypesOne Item Display
Related Merchandise Display
Variety or Assortment Display
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Issues in merchandisepresentation techniqueMerchandise to be PRESENTED inconsistent with store image-fashion forward or simple imageNature of the products- jeans vsskirtsPackaged or per pieceProducts profit potential
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Types of merchandisepresentation techniques Idea oriented- furniture , linen Style / item presentation Color presentation Price lining Frontage presentation- presenting one out ofthe lot Vertical merchandise- presented verticallyhigh. people have a tendency to see from top
left to right. All national level brand aredisplayed up and their own brand in themiddle.
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Store Front Design Storefronts must:
Clearly identify the name and general natureof the store Give some hint as to the merchandise inside Includes all exterior signage In many cases includes store windows anadvertising medium for the store window
displays should be changed often, befun/exciting, and reflect merchandise offeredinside.
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Atmospherics
The design of an environment via: visual communications lighting color sound scent
to Stimulate cuStomerS perceptualand emotional responses andultimately influence their purchasebehavior
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Visual Communications Name, logo Directional, departmental and categorysignage Point-of-Sale (POS) Signage Graphics
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Visual Communications
Coordinate signs and graphics with storesimage Informative to the customer Keep signs and graphics fresh Use appropriate typefaces and colors onsigns
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Lighting
Important but often overlooked element insuccessful store design Highlight merchandise Capture a mood Level of light can make a difference Can be used to hide objects as well
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Color Can influence behavior
Warm colors increase blood pressure,respiratory rate and other physiologicalresponses attract customers and gainattention but can also be distracting
Cool colors are relaxing, peaceful, calm andpleasant effective for retailers selling anxiety-causing products
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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 placedon light fixtures