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Store Design Objectives. Consistent with retailers image and strategy Positive influence on customer satisfaction and purchase behavior Cost effective Flexible Meet needs of disabled . Tradeoff in Store Design. Easy of locating merchandise for planned purchases.

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store design objectives
Store Design Objectives
  • Consistent with retailers image and strategy
  • Positive influence on customer satisfaction and purchase behavior
  • Cost effective
  • Flexible
  • Meet needs of disabled
tradeoff in store design
Tradeoff in Store Design

Easy of locating merchandise for planned purchases

Exploration of store, impulse purchases

types of store layouts
Types of Store Layouts
  • Grid
  • Racetrack
  • Free Form
grid layout
Grid Layout

Long gondolas in repetitive pattern.

  • Easy to locate merchandise
  • Does not encourage customers to explore store
    • Limited site lines to merchandise
  • Allows more merchandise to be displayed
  • Cost efficient

Used in grocery, discount, and drug stores. Why?

slide5

Receiving & storage

Fruit

Books, magazines, seasonal display

Cart area

Vegetables

Checkouts

Entrance

Office & customer service

Exit

Grid Store Layout

racetrack layout
Racetrack Layout

Loop with a major aisle that has access to departments and store’s multiple entrances.

  • Draws customers around the store.
  • Provide different site lines and encourage exploration, impulse buying
  • Used in department stores
free form boutique layout
Free-Form (Boutique) Layout

Fixtures and aisles arranged asymmetrically

  • Pleasant relaxing ambiance doesn’t come cheap – small store experience
  • Inefficient use of space
  • More susceptible to shoplifting – salespeople can not view adjacent spaces.

Used in specialty stores and upscale department stores

slide8

Storage, Receiving, Marketing

Dressing Rooms

Underwear

Tops

Accessories

Jeans Casual Wear Stockings

Checkout counter

Skirts and Dresses Hats and Handbags

Pants

Tops

Clearance Items

Feature

Feature

Open Display Window

Open Display Window

Free-Form Layout

display areas
Display Areas

Feature areas

  • End caps
  • Promotional aisle
  • Freestanding fixtures
  • Point-of-sale areas
  • Walls
designing a webpage lessons from store design
Designing a Webpage: Lessons from Store Design
  • Simplicity matters
  • Getting around
  • Prioritize
  • Design layout based on what you want to accomplish
  • Follow the standards of the industry leaders
slide11

Space Planning

Allocating floor/shelf space locating merchandisein store (or on website)

Where should merchandise be displayed?

How much space should be allocated to each category/item?

How many items of each SKUs should be displayed?

space planning considerations
Space Planning Considerations
  • Profitability of merchandise
  • Customer Buying considerations
    • Impulse products near front
    • Demand/Destination areas off the beaten path
  • Physical characteristics of product.
  • Complementary products should be adjacent
  • Sales rate
    • More units of faster selling merchandise need to be displayed
prime locations for merchandise
Prime Locations for Merchandise
  • Highly trafficked areas
    • Store entrances
    • Near checkout counter
  • Highly visible areas
    • End aisle
    • Displays
special considerations
Special Considerations
  • Avoid the “butt-brush” effect.
  • Make merchandise accessible.
  • Allow a transition zone.
evaluating space productivity
Evaluating Space Productivity

Productivity ratios are output/input

  • Sales per square foot
  • Sales per linear foot
  • Gross or contribution margin per square foot
slide19

Merchandise Presentation Techniques

  • Idea-Oriented Presentation
  • Style/Item Presentation
  • Color Organization
  • Price Lining
  • Vertical Merchandising
  • Tonnage Merchandising
  • Frontal Presentation
creating a store environment
Creating a Store Environment

Color

Lighting

Store Atmosphere

Scent

Music

visual communications
Visual Communications
  • Coordinate signs and graphics with the store’s image.
  • Inform the customer.
  • Use signs and graphics as props.
  • Keep signs and graphics fresh.
  • Limit the copy of signs.
  • Use appropriate typefaces on signs
  • Create theatrical effects.
lighting
Lighting
  • Highlight merchandise.
  • Structure space and capture a mood.
  • Downplay features.