Store Layout & Design

Chapter 13

Dunne & Lusch

Chapter outline

• Store layout management

• Store Planning

• Fixtures & merchandise presentation

• Store Design

• Visual Communication

1. Store layout mgmt

• Intro

• Store environment

• Store environment objectives

Store layout mgmt: intro

• Impacts initial perception– Bricks & Mortar & Clicks

• 2 primary objectives:– Store image– Space productivity

Store environment elements

• Visual Comm.– Retail identity– Graphics– POS signage

• Store Design– Exterior– Ambiance– Lighting– smell

• Store Planning– Space allocation– Layout– circulation

• Merchandising– Fixtures– Mdse presentation– Visual mdsing

Store environment

• Encourage shoppers:

–Browse–Evaluate–Buy

Store environment: objectives

• Market image– Get customer into store

• Space productivity– Convert them into buying customers

• Efficiency– Do this in most efficient manner

Develop a store image

• Store name• Logo• Signage• Merchandise• Promotions• Customer service• Cleanliness• Sales force

• Clear prices• Stocked shelves

• Philanthropic activities

• Owner/manager

• www.jdg1.com

Space productivity

The more merchandise

a customer is exposed to,

presented in an orderly manner,

the more they tend to buy

Space productivity• Traffic flow – circulation• Sales / sq foot• Mdse placement

– Avoid confusion to customers

• In-store ads & display

• Issue: shrinkage– Avoid hidden areas in store– Reduce damage & loss

2. Store planning

• Floor plan

• Space allocation

• Circulation

• Shrinkage prevention

Floor plan: types of space needed

• Back room

• Office & functional areas

• Aisles, service areas, non-sell areas

• Wall mdse space

• Floor mdse space

Space allocation

• Existing stores– Space

productivity index

– 1.0 = ideal dept size

•New stores–Industry averages

–Kahn’s theory• Sales/sq ft = f(#

customers) x time spent in store

Allocating Space

• Warehouse clubs are able to take advantage not only of the width and depth of the store, but also the height, by using large “warehouse racks” that carry reachable inventory at lower levels with large pallets or cartons of excess inventory at higher levels.

LO 2

Circulation: traffic flow

• Free flow– P. 464 – exhibit 13.4

• Grid– P. 465 – exhibit 13.5

• Loop– P. 465 – exhibit 13.6

• Spine– P. 466 – exhibit 13.7

Free flow design

Grid pattern

loop

spine

www.jdg1.com

Fixtures: types

Hardline

bins, baskets, tables, shelves

Softlines

bulk/capacity fixtures

feature fixtures

Wall fixtures

Merchandise presentation

• Shelving

• Hanging

• Pegging

• Folding

• Stacking

• dumping

Merchandising stores:3 key psychological factors

• Value / fashion image• Angles & sightlines

– Right, 45 degree angles

• Vertical color blocking– Display in vertical bands of color

• Visual swath• See p. 471

Customer sight line

Vertical color blocking

Using escalator for display

Store design

• Store front

• Interior design

• Lighting

• Sensory marketing–Sounds & smells

Straight frontwith lead in

Look at store lighting here, too

lighting

Sensory marketing

Store fronts

• Angled

• Straight

• Lobby

• Signage

• windows

Visual communication

• Name - logo – retail identity

• Signage –Exterior

–interior

–POS signs

• Lifestyle graphics

Lifestyle graphics

Directional signs

POS signage

E-commerce Websites:How Can these factor in?

• Store layout management

• Store Planning

• Fixtures & merchandise presentation

• Store Design

• Visual Communication

What about Your CPR Store?

• Nabors Shoes

• Coffee Cup

• Joyce & Jennifer’s

• PK’s pet grooming

• 1st Place Printing

• Jiggs

• Curves & Backdoor

• The Kloset

• Hastings

• Supercuts