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Store Layout and Design
Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.
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Store Design builds an image ofthe store in the minds of thecustomer
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Introduction to Store Layout Management
Store Image is the overall perception thecustomer has of the stores environment.
Space Productivity represents howeffectively the retailer utilizes its spaceand is usually measured by sales persquare foot of selling space or grossmargin dollars per square foot of sellingspace.
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The layout and design of thestore are means of
communicating the image of thestore
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Introduction to Store Layout Management
Elements of the StoreEnvironment
Objectives of the StoreEnvironment
LO 1
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Elements of the store enviornment
Store Image
Store atmosphere
Store Theme
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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 ImageAnd
Productivity
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Retailing Truism
The more merchandise customersare exposed to, the more they tend
to buy.
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Objectives of the Store Environment
Tasks to create desired store imageand increase space productivity:
Get customers into the store (marketimage).
Convert them into customers buying
merchandise once inside the store(space productivity).
Do this in the most efficient manner
possible.
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External Enviornment
Frontage and enterence
Exit desplay space
Health and Safty Building architecture
Location
Parking
Acsess
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Interior Store Design
Atmospherics and Asthetics
Space Planning Layout
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Objectives of the Store Environment
Shrinkage
Represents merchandisethat cannot be accountedfor due to theft, loss, or
damage.
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Store Planning
Allocating Space
CirculationShrinkage Prevention
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Store Planning
Floor Plan is a schematic that shows wheremerchandise and customer service departments arelocated, how customers circulate through the store,
and how much space is dedicated to each department. Stack-Outs are pallets of merchandise set out on thefloor in front of the main shelves.
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Allocating Space
Types of space needed:
Back room
Office and other functional spaces
Aisles, services areas, and othernonselling areas of the main salesfloor
Wall merchandise space
Floor merchandise space
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Space Allocation Planning
Improving Space Productivity in ExistingStores
Space Productivity Index is a ratio thatcompares the percentage of the storestotal gross margin that a particularmerchandise category generates to its
percentage of total store selling spaceused.
Space Allocations for a New Store
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Circulation
Free-Flow Layout is a type of store layout in whichfixtures and merchandise are grouped into free-flowingpatterns on the sales floor.
AdvantagesAllowance for browsing
and wandering freely
Increased impulse
purchases
Visual appealFlexibility
DisadvantagesLoitering encouraged
Possible confusion
Waste of floor space
Cost
Difficulty of cleaning
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Circulation: Free Flow
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Circulation
Grid Layout is a type of store layout in which countersand fixtures are placed in long rows or runs, usuallyat right angles, throughout the store.
Advantages
Low cost
Customer familiarity
Merchandise exposure
Ease of cleaning
Simplified securityPossibility of self-service
Disadvantages
Plain and uninteresting
Limited browsing
Stimulation of rushed shopping
behavior
Limited creativity in decor
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Circulation: Grid Layout
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Circulation
Loop Layout is a type of store layout in which a majorcustomer aisle begins at the entrance, loops throughthe store, usually in the shape of a circle, square, arrectangle, and then returns the customer the front of
the store.
Advantages
Exposes customers to the greatest amount of merchandise
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Circulation: Loop Layout
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Circulation
Spine Layout is a type of store layout in whicha single main aisle runs from the front to theback of the store, transporting customers in
both directions, and where on either side ofthis spine, merchandise departments usingeither a free-flow or grid pattern branch offtoward the back aisle walls.
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Circulation: Spine Layout
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Shrinkage Prevention
One of the most importantconsiderations when planning
the layout is visibility of themerchandise.
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Planning Fixtures and Merchandise Presentation
On-Shelf Merchandising
Is the display ofmerchandise on counters,racks, shelves, and fixtures
throughout the store.
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Planning Fixtures and Merchandise Presentation
Fixture Types
Merchandise Presentation Planning
Selecting Fixtures and MerchandisePresentation Methods
Visual Merchandising
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Fixture Types
Hardlines Fixtures
Softlines Fixtures
Wall Fixtures
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Fixture Types
Softlines Fixtures
Bulk or Capacity Fixture is a
display fixture that isintended to hold the bulk ofmerchandise withoutlooking as heavy as a longstraight rack of
merchandise.
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Merchandise Presentation Planning
Methods of Merchandise Presentation:
Shelving
Hanging
Pegging
Folding
Stacking Dumping
LO 3
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Merchandise Presentation Planning
Psychological Factors to ConsiderWhen Merchandising Stores:
Value/fashion image
Angles and sightlines
Vertical color blocking
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Visual Merchandising
Visual Merchandising
Is the artistic display of merchandise and
theatrical props used as scene-settingdecoration in the store.
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Store Design
Ambience
Is the overall feeling ormood projected by a
store through itsaesthetic appeal tohuman senses.
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Store Design
Storefront Design
Interior Design
Lighting Design
Sounds and Smells: Total
Sensory Marketing
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Visual Communications
Name, Logo, and Retail Identity
Institutional Signage
Directional, Departmental, andCategory Signage
Point-of-Sale (POS) Signage Lifestyle Graphics
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Directional, Departmental, and Category Signage
Directional and DepartmentalSignage are large signs that are
usually placed fairly high, so theycan be seen throughout the store.
Category Signage are smaller than
directional and departmentalsignage and are intended to be seenfrom a shorter distance; they arelocated on or close to the fixture
itself where the merchandise is
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Departmental Signage
Departmental signageserve as the highestlevel of organization inan overall signage
program. These signsare usually large andplaced fairly high to theycan be seen throughoutthe store.
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Category Signage
Category signage helpsconsumers negotiatethroughout the store tofind the product
categories they arelooking for. The size ofcategory signage varieswidely from a letteringthat is a few feet in
height to merely inches.
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Point-of-Sale (POS) Signage
Point-of-Sale Signage
Is relatively small signagethat is placed very close tothe merchandise and is
intended to give detailsabout specific items.
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Point-of-Sale (POS) Signage
POS signage forclearance and sale itemstend to be in red to draw
a consumers attention.
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Lifestyle Graphics
The Limited useslifestyle graphics toconvey the image of theproduct to the
consumer. Here theLimited conveys thecasual nature of oneapparel line.