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RETAIL DISPLAY

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Store Layout, Design and VisualMerchandising - Principles !pti"i#ation

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Store Design, Layout,

Visual Merchandising

Opportunity for competitive advantage andincreased 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 orientthemselves should lead customers on a journey of discovery, using layout,

lighting, visuals, other atmospherics

Checkout area is the store’s climactic ending

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Five Major Store Design

Objectives

Consistent ith retailer!s image, positioning, strategy

"ositive influence on purchase behavior Cost effective – space productivity Sales#per#s$uare#foot (most common, racetrack and boutique layout)

 –  Sales#per#linear#foot (eg, supermarkets, drug stores, etc with longgondolas in grid layout)

 –  Sales#per#cubic#foot (eg, wholesale clubs with multiple layers ofmerchandise)

%le&ible

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Positively influencing

purchase behavior 

Allo a transition !one

Place high"#argin #erchandise to the right of theentrance

Ma$e #erchandise accessible

%se signs, fi&tures, displays to dra custo#ers

Vary the te#po of #usic to achieve goals

Arrange shelved #erchandise strategically

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'radeoffs in Store Design

$ (ase of locating #erchandise for

planned purchases

$ Aesthetics, space to shop

co#fortably

$ )ela&ed environ#ent$ (&ploration of store,

i#pulse purchases

$ Productivity of space

$ (nergy, e&cite#ent

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*rid Layout

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Free"For# Layout

+ Aesthetically

pleasing, rela&ing,asy##etrical, invites

brosing

" Less efficient, #ore

costly, #ore sales

assistance needed,

#ore theft

Fi&turesFi&tures

$ ul$"of"stoc$ul$"of"stoc$ "straight rac$s,gondolas,rounders -veryfle&ible.

$ FeatureFeature / glasscases, 0"ay, free"standing, custo#"built fi&tures

Feature areasFeature areas

1indos, alls,feature fi&tures,

point"of"sale

Storage, Recei&ing, Mar'ingStorage, Recei&ing, Mar'ing

   (  e  a  n  s

   )  a  s  u

  a   l   *  e  a  r

   S   t  o  c   '   i  n  g  s

   P  a  n

   t  s

   A  c  c  e  s  s  o  r   i  e  s

  )hec'out

)learanceIte"s

+eature

   T  o  p  s

   T  o  p

  s

   S   '   i  r   t  s  a  n   d   D  r  e  s  s  e

  s

   ,  a   t  s  a  n   d   ,  a  n

   d   -  a  g  s

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pposite of grid layout

%ase of customer movement

 –  $ust provide enough room between fixtures

'ixtures arranged in interesting formations

 –  %ncourages browsing

+ree-+lo. Layouts

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+i/tures

ccept, hold, stock and show merchandise

*sed in window displays, on top of

counters, within floor arrangements

+ontribute to store brand image and

ambience

%xpected to last a long time

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)apacity +i/tures

old large quantities

&hows a single style in

depth of selection

*sually the largest

fixtures in the store

*sually placed in back

of store

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+eature +i/tures

*sed to highlight

categories

old fewer items-est used as lead.in

fixtures

lso interspersedthroughout store to

add variety

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Signature +i/tures

ne.of.a./ind units

0ositioned at store or department entrance

1eflects brand image

2esigned specifically for the store to catch

shoppers’ interest

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*ays to Display

3indow 2isplays

4nterior 3indow 2isplays

3all ssortment 2isplays

'ocal 0oint5isle %nd 2isplays

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*indo. Displays

+losed -ack 3indow

pen -ack 3indow

&traight 'ront 3indow

ngled 'ront 3indow

rcade 'ront 3indow+orner 3indow

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*indo.*indo. 

E/a"plesE/a"ples

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!ther Display Methods!ther Display Methods

4nterior 3indows..create a scene inside the

store by grouping mannequins, props etc

3all +abinets..create 6windows7 by

showing merchandise on top

%nd of isle..displays assortment of

merchandise together for sale

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Display E/a"ples

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Display Types

ne 4tem 2isplay

!ine of 8oods 2isplay

1elated $erchandise 2isplay

"ariety or ssortment 2isplay

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Display TypesDisplay Types

E/a"plesE/a"ples

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Display Settings

1ealistic

%nvironmental

"ignette5&emi realistic

'antasy

bstract

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Display SettingsDisplay Settings