Store layout 2

transcript

Store Layout and DesignChapter 13

Goals for Chapter 13

Discuss two Primary objectives of store layout and design

Discuss Steps in Planning the Store Layout

Discuss Fixtures, Merchandise Presentation and Psychological Impact

Discuss Sensory Communication of a Store to its customers

Objectives of Store Environment

Store Image

Store ImageOverall Perception

the Consumer has of the Store’s Environment

Space Productivity

Store ImageOverall Perception the

Consumer has of the Store’s Environment

Space ProductivityHow effectively the

retailer uses its space to generate sales (and profits)

Exhibit 13.1

Elements That Compose the Store Environment

Visual Communications

Retail Identity Graphics POS Signage

Store Planning

Space Allocation Layout Circulation

Store Design

Exterior Design Ambiance Lighting

Merchandising

Fixture Selection Merchandise Presentation Visual Merchandising

Store Image and

Productivity

Store Planning - Allocating Space

Non - Selling Space

Non - Selling Space Back Room

Non - Selling Space Back Room Offices and Functional

Space Aisles, Service Areas

Selling Space

Selling Space Floor Space

Selling Space Floor Space Fixtures

Selling Space Floor Space Fixtures Walls

Selling Space Floor Space Fixtures Walls End Caps

Selling Space Floor Space Fixtures Walls End Caps Checkouts

Space Aisles, Service Areas

Selling Space Floor Space Fixtures Walls End Caps Checkouts

Store Planning - Circulation Pattern

Store Planning - Circulation Pattern Free Flow Layout -

Fixtures and Merchandise are grouped in Free-flowing patterns on the sales floor

Store Planning - Circulation Pattern Free Flow Layout -

Fixtures and Merchandise are grouped in Free-flowing patterns on the sales floor

Grid Layout - Counters and Fixtures are placed in long rows or “runs” usually at right angles, throughout the store

Loop Layout - The major customer aisle begins at the entrance, loops through the store and returns customer to the front of the store

Spine Layout - The major customer aisle runs from the front to the back of the store, with merchandise departments branching off to the the back side walls

Advantages and Disadvantages ofFree Flow and Grid Layouts

Free Flow

Advantages

1. Allowance for browsing and wandering freely

2. Increased impulse purchases

3. Visual appeal

Disadvantages

1. Loitering encouraged

2. Possible confusion

3. Waste of floor space

4. Cost

5. Difficulty of cleaning

Free Flow

Advantages

1. Low cost

2. Customer familiarity

3. Merchandise exposure

4. Ease of cleaning

5. Simplified security

6. Possibility of self-service

Disadvantages

1. Plain and uninteresting

2. Limited browsing

3. Stimulation of rushed shopping behavior

4. Limited creativity in decor

Fixture Types

On-shelf vs. On Floor

Fixture Types

Gondola - Common for Hardlines

Fixture Types

Racks - Common for Softlines

Fixture Types

Wall Fixtures

Fixture Types

Wall Fixtures End Caps

Fixture Types

On-shelf vs. On Floor Gondola - Common

for Hardlines Racks - Common for

Softlines Wall Fixtures End Caps Checkout Fixtures

Merchandise Presentation Planning

Six Basic methods

Six Basic methodsShelving

Six Basic methodsShelvingHanging

Six Basic methodsShelvingHangingPegging

Six Basic methodsShelvingHangingPeggingFolding

Six Basic methodsShelvingHangingPeggingFoldingStacking

Six Basic methodsShelvingHangingPeggingFoldingStackingDumping

Key Psychological Factors

Value / Fashion Image - presentation of product influences image customer has regarding that product

Angles and Sightlines - Customers view product at 45 degree angle and at eye level. Where a product is placed on shelves influences sales

45 degree angle sightlines

Vertical Color Blocking - Display product in vertical bands of color

Examples of Visual Merchandising

“Visual Merchandising”, the art of attracting patrons with visual cues, is central to a retailer’s ability to generate sales. Visual Merchandising got its start at the turn of the century, when department stores began using theatrical set design and lighting to create exotic displays. Today, the way the departments are arranged, the location of the escalators, the lighting--all are carefully planned to earn the store more sales per square foot.

Examples of Visual MerchandisingHere’s sampling of the techniques stores use to generate those sales:

Get’m coming and going. Escalators are a focal point of many stores. That makes them ideal locations for promotional signs and for impulse items like perfume.

Lead them to temptation. Department-store design incorporates a gauntlet of goodies to stimulate impulse buys. Cosmetics, a store’s most profitable department, should always be at the main entrance to the store.

Its all in the display. When an item, such as a watch or a scarf, is displayed in a glass case, it implies luxury. An item in a glass case with a lot of space around it implies real luxury.

“Bazaar? Behavior”. Even “high fashion” stores aren’t above using the “dumping” method to display gloves, leather goods, scarves, and other small items the same way bargain stores do. These bins have a way of suggesting a “good buy.”

Color is king. Retailers believe consumers are more apt to buy clothes that appear in full size and color assortments.

Suggestion positioning. Once the customer has already purchased one item, it’s easier to sell an additional item. Thus apparel retailers strategically place impulse buys like hair bows and costume jewelry by the cashier the same way supermarket checkouts display candy and magazines.

Total Sensory Communication

Total Sensory Communication Sight - discussed

previously

previously Sound - What background

music is playing?

music is playing? Smell - Potpourri, tobacco,

stale food, fish. Major influence on buying emotions.

Touch - Is product open to consumer to feel texture?

Total Sensory Communication Sight - discussed previously Sound - What background

Touch - Is product open to consumer to feel texture?

Taste - Free samples of new products at Supermarkets

Summary

The store itself it’s the most meaningful communication between the retailer and the customer

Summary

The store environment must:

Summary

The store environment must:Create an Image

Summary

The store environment must:Create an ImageIncrease Productivity

Store layout 2

Business