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RETAIL DISPLAY
Pallavi PathakPallavi Pathak
Store Layout, Design and Visual Merchandising - Principles & Optimization
Store Design, Layout, Visual Merchandising
Opportunity for competitive advantage and increased sales
Store as a “good story” – a beginning, middle, end Entrance sets up the story – creates expectations, contains
promises, entices, hints, teases Inside the store is the middle of the story
should start slow (uncluttered) to allow consumers to orient themselves
should lead customers on a journey of discovery, using layout, lighting, visuals, other atmospherics
Checkout area is the store’s climactic ending
Five Major Store Design Objectives
Consistent with retailer’s image, positioning, strategy Positive influence on purchase behavior Cost effective – space productivity Sales-per-square-foot (most common, racetrack and boutique layout)
– Sales-per-linear-foot (e.g., supermarkets, drug stores, etc. with long gondolas in grid layout)
– Sales-per-cubic-foot (e.g., wholesale clubs with multiple layers of merchandise)
Flexible
Positively influencing purchase behavior
Allow a transition zone
Place high-margin merchandise to the right of the entrance
Make merchandise accessible
Use signs, fixtures, displays to draw customers
Vary the tempo of music to achieve goals
Arrange shelved merchandise strategically
Tradeoffs in Store Design
• Ease of locating merchandise for planned purchases
• Aesthetics, space to shop comfortably
• Relaxed environment• Exploration of store, impulse purchases
• Productivity of space
• Energy, excitement
Grid Layout
Linear design, checkerboard pattern.Vertical and horizontal aisles
– May have one main aisle and many secondary aisles.
Efficient use of spaceSimple and predictable to navigateFocal points at aisle ends
Grid Layout
Racetrack LayoutMajor and minor loopsMajor and minor loops with multiple entrances & multiple entrances & multiple sight linesmultiple sight lines, draws shopper around the store, encourages exploration, impulse buying
Location of departmentsLocation of departments) men’s vs. women’s impulse goods – near entrances, to the right, escalators, point-of-saledemand/destination – upper floors, back corners; complementary – adjacent
Display areasDisplay areas) – bulk-of-stock + feature areas (walls, promotional areas, point- of-sale areas, feature fixtures, windows)
FixturesFixtures– feature fixtures – four-way, free-standing/mannequins, glass cases+ gondolas, rounders & straight racks for bulk-of-stock & sale merchandise
Free-Form Layout
+ Aesthetically pleasing, relaxing, asymmetrical, invites browsing
- Less efficient, more costly, more sales assistance needed, more theft
Fixtures Fixtures
• Bulk-of-stockBulk-of-stock - straight racks, gondolas, rounders (very flexible)
• FeatureFeature – glass cases, 4-way, free-standing, custom-built fixtures
Feature areas Feature areas
Windows, walls, feature fixtures, point-of-sale
Storage, Receiving, MarkingStorage, Receiving, Marking
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Opposite of grid layout.Ease of customer movement.
– Must provide enough room between fixtures.
Fixtures arranged in interesting formations– Encourages browsing.
Free-Flow Layouts
Fixtures
Accept, hold, stock and show merchandise.Used in window displays, on top of
counters, within floor arrangements.Contribute to store brand image and
ambience.Expected to last a long time.
Capacity Fixtures
Hold large quantities Shows a single style in
depth of selection. Usually the largest
fixtures in the store. Usually placed in back
of store.
Feature Fixtures
Used to highlight categories.
Hold fewer items. Best used as lead-in
fixtures. Also interspersed
throughout store to add variety.
Signature Fixtures
One-of-a-Kind units.Positioned at store or department entrance.Reflects brand imageDesigned specifically for the store to catch
shoppers’ interest.
Ways to Display
Window DisplaysInterior Window DisplaysWall Assortment DisplaysFocal Point/Aisle End Displays
Window Displays
Closed Back WindowOpen Back WindowStraight Front WindowAngled Front WindowArcade Front WindowCorner Window
WindowWindow ExamplesExamples
Other Display MethodsOther Display Methods
Interior Windows--create a scene inside the store by grouping mannequins, props etc.
Wall Cabinets--create “windows” by showing merchandise on top.
End of Aisle--displays assortment of merchandise together for sale.
Display Examples
Display Types
One Item DisplayLine of Goods DisplayRelated Merchandise DisplayVariety or Assortment Display
Display Types Display Types ExamplesExamples
Display Settings
RealisticEnvironmentalVignette/Semi realisticFantasyAbstract
Display SettingsDisplay Settings
Back Room Boutique With young, yet sophisticated apparel, this Winter Garden, Florida boutique wanted a mix of wood and metal fixtures. With a multitude of different accessories and clothing styles, units needed to be versatile to keep the inventory fresh. The wood units are finished in white and the
metal units offer decorative finials.
Sunset Strip This unique clothing store offers an interesting twist to the idea that "Shopping is a Sin".... a fun one at that. By using creative architectural features in a combination of metal fixtures powdercoated black, the ulitmate look was achieved. This was an exciting project because creativity had no limits.
Sparkle Brite Pool Store Sparkle Brite Pool Store came to Barr Display, looking for a package to offer their new pool store franchisees. What we came up with a stock/vendor supplied layout. Their creative use of photographic tiles and going a little more on the counter set
up, allows for a not so typical pool supply store.
Lulu Belle's Children's Boutique There is nothing better than dressing your favorite little person and this children’s boutique in Baldwin Park, Florida wanted to create a fun environment that promoted the fun colors of children’s clothing. The custom counter was laminated from top to bottom in white and given a built in selling area, which conveniently hides the business end of the point-of-sale area. Semi-custom white wall units and floor fixtures are the perfect presentation pieces for these fun and colorful children’s
clothes
Rawlings Sporting Goods Store What a space! The challenge here was space. With thousands of square feet and extremely high ceilings, the goal was to highlight all products and make the space feel full. The walls were covered in slatwall that is made to look and feel like old brick. The helmet display mimicks a Wrigley Field like dug-out. The flooring was chosen to direct traffic through this immense space. This look has definitely hit a home-run!
Timmy's Toy Chest When Timmy’s Toy Chest came to us for their new space, we were delighted. The original store Barr designed was much smaller. The wall units were in excellent condition and could be used in the new space. By adding more slatwall and floor fixtures, this shop encourages adults to glance back to childhood and the children with them reap the benefits. Located in Lake Mary, Florida, they are always happy to see new visitors to their fun space!
Tiny Toes Children's Shoe Boutique
This upscale children’s shoe store in Orlando, Florida, wanted a clean and crisp, white background to feature the colorful children’s shoes. A custom counter was designed with a showcase area. All units are
maple painted white with decorative, yet simple crown moulding
Swim & Style Swim & Style carries both the luxurious side of the pool life and the maintenance side. Our challenge was to showcase the furniture and glasswear one might find around the pool, yet supply a safe and sturdy display for the chemicals and pool toys. Grid, Metal Shelving and Wood
Shelves compliment the specific areas of this specialty store.
Riegel Beauty Concepts Inc. This specialty beauty product store wanted a unique and custom wall system that would portray a clean and spacious environment. A mix of metal, wood and glass gives this space a timeless feel.
Timmy's Toys - Original Space This customer wanted a fun, kid-friendly space that would utilize as much display space as possible. Due to a broad product mix with a variety of sizes, the flexibility of displays was also a big concern. Maple slatwall combined with wall units and versatile floor displays created the flexible, functional space the customer desired.
Banner Mercantile Creating the feel of an old-fashioned General Store was the goal for this retail store design. Worn, plank style wall units, H-merchandisers topped with an oxen harness, and country cupboards create a rustic, country feel of the past with the function and versatility of today's
fixtures.
Powersports Center Large space, short-time frame, little back-room storage and small
budget were our building blocks here. Within three weeks, we had an affordable layout and sturdy options for this cycle supply center. Stock
wall standards, sturdy shelves, and grid create style for a
storage/showroom combination.