store layout_space allocation

7/26/2019 Store Layout_space Allocation

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STORE LAYOUT & SPACE

MANAGEMENT

LALIT CHIKKER


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Elements of the store environment Objectives of the store environment

Store Layout


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Elements That Compose

the Store Environment


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Objectives of the store

environment

Developing a store & brand image

Increasing space productivity

Commercial Returns

Store Layout Manaement


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Floor plan - schematic that sho!s !here

merchandise and customer servicedepartments are located" ho! customers

circulate through the store" and ho! much

space is dedicated to each department#

Store Plannin

LO 1


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$icro-retailing - Occurs !hen a chain store

retailer operating over a !ide geographic area"

usually nationally" tailors its merchandise andservices in each store to the needs of the

immediate trading area#

%tac-outs - 'allets of merchandise set out on the

floor in front of the main shelves#

Store Plannin

LO 2


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llocating space(ypes of space needed

)ac room

Offices and other functional spaces isles" service areas" and other non-selling areas

Floor merchandise space

*all merchandise space

%pace allocation planning

Circulation

%hrinage prevention

Store Plannin

LO 2


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%pace allocation planning

Improving space productivity in e+isting stores %pace productivity inde+ - ratio that compares the percentage

of the store,s total gross margin that a particular merchandisecategory generates to its percentage of total store selling space

used#

%pace & %ales $i+ (he right alignment bet!een %ales and

%pace provided is very important#

%pace allocations for a ne! store or floor merchandise

changeover#

'lanograms - schematic that illustrates ho! and !here a

retailer,s merchandise should be displayed on the shelf in

order to increase customer purchases#

Store Plannin

LO 2


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Circulation

Free-flo! layout

.rid layout

/oop layout%pine layout

Store Plannin

LO 2


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Store PlanninFree-flow

layout

Fixtures and merchandise are grouped into freef!o"ing patterns on

the sa!es f!oor e#g# $outi%ue or sma!! si&e Accessories stores#Categor' c!assification not c!ear# Impu!si(e )u'ing more )ut space"astage is higher#

Grid layout The counters and fixtures are p!aced in !ong ro"s or **runs+,, usua!!'at right ang!es+ throughout the store e#g# -upermar.ets# Limited

$ro"sing / !imited creati(it'#

Loop

layout

A ma0or customer ais!e )egins at the entrance+ !oops through thestoreusua!!' in the shape of a circ!e+ s%uare+ or rectang!eandthen returns the customer to the front of the store# epartmenta!stores !i.e -hoppers -top etc# Increases cross (isi)i!it' / shopping#

Spine

layoutA sing!e main ais!e runs from front to the )ac. of store+ transportingcustomers in )oth directions "ith either side there is merchandisedepartments using either a freef!o" or grid pattern )ranch off

to"ard the )ac. side "a!!s e#g# Re!iance Trends+ 3A4 fashions etc#


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!ree"!lo# Layout

LO 2


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Gri$ Layout

LO 2


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Loop Layout

LO 2


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Spine Layout

LO 2


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0ardline fi+tures 1for sports e2uipment"appliances etc#3

%oftline fi+tures 1for clothing" linen etc#3

)ul or capacity fi+ture - Display fi+ture that isintended to hold the bul of merchandise!ithout looing as heavy as a long" straightrac of merchandise#

Feature fi+ture - Display that dra!s specialattention to selected features 1e#g#" color"shape" or style3 of merchandise#

*all fi+tures

!i%ture Types

LO 5


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!our"ay !eature Ra'(

an$ Roun$ Ra'(

LO 5


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%helving

0anging

'egging

Folding

%tacing Dumping

Mer'han$ise Presentation Plannin

LO 5


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)*"+eree Customer Sihtline

LO 5


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Color ,lo'(in

LO 5


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(he artistic display of merchandise and

theatrical props used as scene-setting

decoration in the store#

4isual displays are located in a focalpoint" feature area" or other area

remote from the on-shelf

merchandising and perhaps even out

of reach of the customer#

4isuals should incorporate relevant

merchandise#

-isual Mer'han$isin

LO 5


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%torefront design

(he storefront must clearly identify the name

and general nature of the store and give some

hint as to the merchandise inside# It includes all e+terior signage" *indo!

Display appeal and the architecture of the

storefront itself#

Interior design (he finishes applied to surfaces

(he architectural shapes

Store +esin

LO 6


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/ighting design

/ighting greatly enhances store sales#

Contemporary lighting design re2uires an in-

depth no!ledge of electrical engineering and

the effect of light on color and te+ture#

%ounds and smells5 total sensory mareting

Effective store design appeals to the human

senses of sight" hearing" smell" and touch#

Store +esin

LO 6


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6ame" logo" and retail identity

$ust be catchy" memorable" and

reflective of the retailer,s merchandisingmission#

Institutional signage

Describes the merchandising mission"

customer service policies" and other

messages on behalf of the retail

institution#

-isual Communi'ations

LO 7


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Directional" departmental" and category signage

Directional and departmental signage are

usually large and placed fairly high" so they

can be seen throughout the store#

Category signage is usually smaller and is

intended to be seen from a shorter distance7

they are located on or close to the fi+ture itself

!here the merchandise is displayed#


LO 7


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'oint-of-sale signage 1'O%3 - relatively small

signage placed very close to the merchandise"

and intended to give details about specific items#

(he most important function is to clearly state

the price of the merchandise being signed#


LO 7


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/ifestyle graphics

/ifestyle images portray either the

merchandise" often as it is being used" or

simply images of related items or models that

convey an image conducive to buying the

product#

/ifestyle photography must be ept very

general so as to be attractive to the majorityand offensive to none#


LO 7


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Spa'eManaement

Overvie#E%'ee$in 'ustomer

e%pe'tations

throuhmer'han$isin

e%'ellen'e


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Spa'e is the me$ium that

#e use to. Display and promote our products

Racs and%helves

.ondolas and

Endcaps


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Spa'e is the me$ium that

#e use to. Communicate the brand

InteractiveDisplays

Creative

%ignage


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The ,est ,uy E%perien'e


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Spa'e Manaement

Goals Enhance the )est )uy brand by improving

our customer,s shopping e+perience#

'rovide Retail !ith easy-to-e+ecute $aps

and 'lanograms

naly8e category and item effectiveness

to determine the optimal use of space

'rovide customi8ed maps and planogramsto support maret specific assortments


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Mer'han$ise Layout

Each small

bloc is an

individual9section:

%tore maps are created using

utoCD


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/E$u'ate$0 Layout

Financial Objectives Revenues" (urns" $argins" etc#

Operational Objectives

isle *idth" ; of Registers" /' Dess" %toc Capacity" etc#

esthetic Objectives )est )uy )randing" Clear %ight /ines" Fun Interactives" etc#

Each and every store needs to be designed

!ith the follo!ing criteria in mind5


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hat is a Planoram1


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2o# to rea$ a Planoram

Displays

Boxstock

Product Listing

Fixture Placement

Signage


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Ne# Planoram1

*hen section performance is do!n

6e! products are added to assortment

$ajor trends indicate changes

Competition demands

%easonal space needs

Other categories need space

$odification of store plans


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Spa'e Allo'ation

%2uare Foot nalysis 1%tore" Dept" Class"

%ubclass3

%tore Capacity and Cubic %pace

%tore Overstoc and Closeout nalysis

djacency Recommendations

$arginal Return on %pace nalysis

d 0oc Retail %pace Related Investigations

O34e'tive.

,est Utilisation o5 retail spa'e 5rom the point o5 vie# o5 .+isplay 'apa'ity6 relevant Cateory 7 Su3"'ateory

representation & sta'(in story6 -isual appeal6 Customer

'onvenien'e & easy 3ro#sin6 3est 'ommer'ial returns6


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Spa'e Allo'ation

%trategic plan on $erchandise sales enhancement

%tore capacity & 'lanned %tocs density

6umber of Categories < %ub-categories

%tyle Options

Colour Options

%i8e Options

'rice Options

Offer Options

'lanned commercial output

8S +ONE ,ASE+ ON.


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,ene5its to Stores

)alanced inventory Reduces costly or non performing stocs

Eliminates !asteful overstocs

Cuts in-store inventory costs

Increases inventory turnover

Influence shopping behavior $erchandise $i+ matches !ith the demand

'ositions product as per retailer,s goal


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,ene5its to Stores

Improve customer service

Organises the floor for shopping ease

.ives neat or right loo to in-store display

Increase store efficiencies Ensure optimum case pacs

Cuts bacroom overstocing

%peeds up planogram implementation and replicatesit correctly on the floor#

'roper placement for ne! items


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Spa'e Plannin

ll the 9Right: stuff

%pace

llocation

'ositioning

djacency &

ttachment

(he Right

'lace

(he Right

6eighbors

(he Right

%pace


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Positionin

(he Right 'lace


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A$4a'en'y

(he Right 6eighbors


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(06= >O?

store layout_space allocation

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