store design and layout.ppt

7/29/2019 store design and layout.ppt

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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



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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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Methods of Merchandise Presentation:

Shelving

Hanging

Pegging

Folding

Stacking Dumping

LO 3


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Psychological Factors to ConsiderWhen Merchandising Stores:

Value/fashion image

Angles and sightlines

Vertical color blocking


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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.

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