32f32Store Layout

8/2/2019 32f32Store Layout

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Amity Business School

Store Layout, Design &

Visual Merchandising

Module II(b)

Retail & Mall ManagementSunetra Saha




• No other variable in the retailing mix influences theconsumer’s initial perceptions of a bricks & mortar

retailer as much as the store itself.

• The store is “where the action is” and includes such

minor details as the placement of the merchandise.




• Get customers into the store (store image)

– Serves a critical role in the store selection process

– Important criteria include cleanliness, labeled prices, accurate andpleasant checkout clerks, and well-stocked shelves

– The store itself makes the most significant and last impression

• Once they are inside the store, convert them into customersbuying merchandise (space productivity)

– The more merchandise customers are exposed to that is presented inan orderly manner, the more they tend to buy

– Retailers focusing more attention on in-store marketing – marketingdollars spent in the store, in the form of store design, merchandisepresentation, visual displays, and in-store promotions, should lead togreater sales and profits (bottom line: it is easier to get a consumer inyour store to buy more merchandise than planned than to get a newconsumer to come into your store)

Objectives of theStore Environment




• Design should:

– be consistent with image and strategy – positively influence consumer behavior

– consider costs versus value

– be flexible – recognize the needs of the disabled – The

Americans with Disabilities Act

Objectives of GoodStore Design




• Back Room – receiving area, stockroom – Department stores (50%) – Small specialty and convenience stores (10%) – General merchandise stores (15-20%)

• Offices and Other Functional Space – employee breakroom, store offices, cash office, restrooms

• Aisles, Service Areas and Other Non-Selling Areas

– Moving shoppers through the store, dressing rooms,layaway areas, service desks, customer service facilities

• Merchandise Space – Floor – Wall

Types of FloorSpace in Store




• Conflicting objectives:

– Ease of finding merchandise versus variedand interesting layout

– Giving customers adequate space to shopversus use expensive space productively

Store Layout(and Traffic Flow)






• Major customer aisle(s) beginsat entrance, loops through thestore (usually in shape of circle,

square or rectangle) and returnscustomer to front of store

• Exposes shoppers to the

greatest possible amount ofmerchandise by encouragingbrowsing and cross-shopping

Curving/Loop(Racetrack) Design




• Variation of grid, loop and free-formlayouts

• Based on single main aisle runningfrom the front to the back of the store(transporting customers in bothdirections)

• On either side of spine, merchandisedepartments branch off toward the backor side walls

• Heavily used by medium-sizedspecialty stores ranging from 2,000 – 10,000 square feet

• In fashion stores the spine is oftensubtly offset by a change in floor

coloring or surface and is not perceivedas an aisle

Spine Layout




• Relative location advantages

• Impulse products

• Demand/destination areas

• Seasonal needs

• Physical characteristics of merchandise

• Adjacent departments

Location ofDepartments




• The areas within a store designed to getthe customer’s attention which include:

– End caps – displays located at the end of theaisles

– Promotional aisle/area

– Freestanding fixtures – Windows

– Walls

– Point-of-sale (POS) displays/areas

Feature Areas




• Straight Rack – long pipesuspended with supports to the flooror attached to a wall

• Gondola – large base with a verticalspine or wall fitted with sockets or

notches into which a variety ofshelves, peghooks, bins, basketsand other hardware can be inserted.

• Four-way Fixture – two crossbarsthat sit perpendicular to each otheron a pedestal

• Round Rack – round fixture that sitson pedestal

• Other common fixtures: tables, largebins, flat-based decks

Fixture Types




• Wall Fixtures – To make store’s wall

merchandisable, wallusually covered with a skin

that is fitted with verticalcolumns of notches similarto those on a gondola, intowhich a variety of hardwarecan be inserted

– Can be merchandised muchhigher than floor fixtures(max of 42” on floor for

round racks on wall can be

as high as 72”

Fixture Types




• Shelving – flexible, easy to maintain

• Hanging

• Pegging – small rods inserted into gondolas or wall systems – can be laborintensive to display/maintain but gives neat/orderly appearance

• Folding – for softlines can be folded and stacked on shelves or tables -creates high fashion image

• Stacking – for large hardlines can be stacked on shelves, base decks ofgondolas or flats – easy to maintain and gives image of high volume andlow price

• Dumping – large quantities of small merchandise can be dumped intobaskets or bins – highly effective for softlines (socks, wash cloths) orhardlines (batteries, candy, grocery products) – creates high volume, low

cost image

MerchandiseDisplay Planning




• Value/fashion image – Trendy, exclusive, pricy vs value-oriented

• Angles and Sightlines

– Customers view store at 45 degree angles from the paththey travel as they move through the store – Most stores set up at right angles because it’s easier and

consumes less space

• Vertical color blocking – Merchandise should be displayed in vertical bands of colorwherever possible – will be viewed as rainbow of colors ifeach item displayed vertically by color

– Creates strong visual effect that shoppers are exposed tomore merchandise (which increases sales)

Three Psychological Factors toConsider in Merchandising Stores




• Assortment display – open andclosed assortment

• Theme-setting display

• Ensemble display

• Rack display

• Case display

• Cut case

• Dump bin

POS Displays



Amity Business SchoolVisual Merchandising• Defined:

–

The physical presentation of products

• Visual Merchandising is the art of displaying merchandise in a manner that isappealing to the eyes of the customer.

• Passion for design and creativity are essential to be a good visualmerchandiser. Awareness of happenings in the fashion world is needed inorder to keep up-to-date with the dynamics of the market constantly.

• Creating an attractive product display can draw the customer in, promote aslow-moving item, announce a sale, or welcome a season. If your store front isfortunate enough to feature one or more windows, then you have one of themost proven (and least expensive) forms of advertising at your disposal.

• Its not just about window displays

– Store design, planning, store and department identification, traffic control,store layout, space/ sales analysis, fixturing, window displays, interiorconcept/ design, and display research, signs, POS, sales promotions etc.




• The artistic display of merchandise and theatrical

props used as scene-setting decoration in the store

• Several key characteristics – Not associated with shop-able fixture but located as a focal

point or other area remote from the on-shelfmerchandising (and perhaps out of the reach ofcustomers)

– Use of props and elements in addition to merchandise – visuals don’t always include merchandise; may just beinteresting display of items related to merchandise or to

mood retailer wishes to create – Visuals should incorporate relevant merchandise to bemost effective

– Retailers should make sure displays don’t create walls thatmake it difficult for shoppers to reach other areas of thestore

Visual Merchandising




• 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 – an

advertising medium for the store – windowdisplays should be changed often, befun/exciting, and reflect merchandise offeredinside

StoreFront Design




• The design of an environment via:

– visual communications

– lighting

– color

– sound

– scent

to stimulate customers’ perceptual and emotionalresponses and ultimately influence their purchasebehavior

Atmospherics




• Name, logo and retail identity

• Institutional signage

• Directional, departmental and categorysignage

• Point-of-Sale (POS) Signage

• Lifestyle Graphics

Visual Communications




• Coordinate signs and graphics with store’simage

• Inform the customer

• Use signs and graphics as props

• Keep signs and graphics fresh

• Limit sign copy

• Use appropriate typefaces on signs

• Create theatrical effects

Visual Communications




• Important but often overlooked element insuccessful store design

– Highlight merchandise

– Capture a mood

– Level of light can make a difference

• Blockbuster

• Fashion Departments

Lighting




• Can influence behavior

– Warm colors increase blood pressure, respiratory

rate and other physiological responses – attractcustomers and gain attention but can also bedistracting

– Cool colors are relaxing, peaceful, calm andpleasant – effective for retailers selling anxiety-causing products

Color




• Sound

– Music viewed as valuable marketing tool

– Often customized to customer demographics - AIE(http://www.aeimusic.com)

– Can use volume and tempo for crowd control

• Scent

– Smell has a large impact on our emotions

– The Magic Kingdom, The Knot Shop

– Can be administered through time release atomizersor via fragrance-soaked pellets placed on light fixtures

Sound & Scent

http://www.aeimusic.com/

http://www.aeimusic.com/

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32f32Store Layout

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