Store design layout_visual_merchandising

Store Layout, Design &
Visual Merchandising

Objectives of the Store Environment
 Get customers into the store (store image)
 Serves a critical role in the store selection process
 Important criteria include cleanliness, labeled prices, accurate and pleasant
checkout clerks, and well-stocked shelves
 The store itself makes the most significant and last impression

 Once they are inside the store, convert them into customers
buying merchandise (space productivity)
 The more merchandise customers are exposed to that is presented in an
orderly manner, the more they tend to buy
 Retailers focusing more attention on in-store marketing – marketing dollars
spent in the store, in the form of store design, merchandise presentation,
visual displays, and in-store promotions, should lead to greater sales and
profits (bottom line: it is easier to get a consumer in your store to buy more
merchandise than planned than to get a new consumer to come into your
store)

Objectives of Good Store Design
 Design should:

 be consistent with image and strategy
 positively influence consumer behavior
 consider costs versus value
 be flexible
 recognize the needs of the disabled

Types of Floor Space in Store
 Back Room – receiving area, stockroom
 Department stores (50%)

 Small specialty and convenience stores (10%)

 General merchandise stores (15-20%)

 Offices and Other Functional Space – employee break room,
store offices, cash office, restrooms

 Aisles, Service Areas and Other Non-Selling Areas
 Moving shoppers through the store, dressing rooms, layaway
areas, service desks, customer service facilities

 Merchandise Space
 Floor

 Wall

Store Layout (and Traffic Flow)
 Conflicting objectives:

 Ease of finding merchandise versus varied and
interesting layout

 Giving customers adequate space to shop versus
use expensive space productively

Grid (Straight) Design
• Best used in retail environments
in which majority of customers
shop the entire store

• Can be confusing and frustrating
because it is difficult to see over
the fixtures to other merchandise

• Should be employed carefully;
forcing customers to back of large
store may frustrate and cause
them to look elsewhere

• Most familiar examples for
supermarkets and drugstores

Curving/Loop (Racetrack) Design
• Major customer aisle(s) begins at
entrance, loops through the store
(usually in shape of circle, square or
rectangle) and returns customer to
front of store

• Exposes shoppers to the greatest
possible amount of merchandise by
encouraging browsing and cross-
shopping

Free-Flow Layout • Fixtures and
merchandise grouped
into free-flowing
patterns on the sales
Storage, Receiving, Marketing
floor – no defined
traffic pattern

Hats and Handbags
Underwear Dressing Rooms
• Works best in small
Stockings

stores (under 5,000
Accessories

Tops
square feet) in which
customers wish to
browse
Checkout counter
Casual Wear

• Works best when

Tops
Pants

Clearance merchandise is of the

Skirts and Dresses
Items same type, such as
fashion apparel
Jeans

Feature Feature • If there is a great
variety of
merchandise, fails to
Open Display Window Open Display Window
provide cues as to
where one department
stops and another
starts

Spine Layout • Variation of grid, loop and free-form
layouts

• Based on single main aisle running from
the front to the back of the store
(transporting customers in both directions)

• On either side of spine, merchandise
departments branch off toward the back or
side walls

• Heavily used by medium-sized specialty
stores ranging from 2,000 – 10,000 square
feet

• In fashion stores the spine is often subtly
offset by a change in floor coloring or
surface and is not perceived as an aisle

Location of Departments
 Relative location advantages

 Impulse products

 Demand/destination areas

 Seasonal needs

 Physical characteristics of merchandise

 Adjacent departments

Feature Areas
 The areas within a store designed to get the
customer’s attention which include:

 End caps – displays located at the end of the
aisles
 Promotional aisle/area
 Freestanding fixtures
 Windows
 Walls
 Point-of-sale (POS) displays/areas

Fixture Types
 Straight Rack – long pipe suspended
with supports to the floor or attached to
a wall

 Gondola – large base with a vertical
spine or wall fitted with sockets or
notches into which a variety of
shelves, peghooks, bins, baskets and
other hardware can be inserted.

 Four-way Fixture – two crossbars that
sit perpendicular to each other on a
pedestal

 Round Rack – round fixture that sits on
pedestal

 Other common fixtures: tables, large
bins, flat-based decks

Fixture Types
 Wall Fixtures
 To make store’s wall
merchandisable, wall usually
covered with a skin that is fitted
with vertical columns of notches
similar to those on a gondola,
into which a variety of hardware
can be inserted
 Can be merchandised much
higher than floor fixtures (max
of 42” on floor for round racks
on wall can be as high as 72”

Merchandise Display Planning
 Shelving – flexible, easy to maintain

 Hanging

 Pegging – small rods inserted into gondolas or wall systems – can be labor
intensive to display/maintain but gives neat/orderly appearance

 Folding – for softlines can be folded and stacked on shelves or tables - creates
high fashion image

 Stacking – for large hardlines can be stacked on shelves, base decks of
gondolas or flats – easy to maintain and gives image of high volume and low
price

 Dumping – large quantities of small merchandise can be dumped into baskets or
bins – highly effective for softlines (socks, wash cloths) or hardlines (batteries,
candy, grocery products) – creates high volume, low cost image

Three Psychological Factors to
Consider in Merchandising Stores
 Value/fashion image
 Trendy, exclusive, pricy vs value-oriented

 Angles and Sightlines
 Customers view store at 45 degree angles from the path they
travel as they move through the store
 Most stores set up at right angles because it’s easier and
consumes less space

 Vertical color blocking
 Merchandise should be displayed in vertical bands of color
wherever possible – will be viewed as rainbow of colors if each
item displayed vertically by color
 Creates strong visual effect that shoppers are exposed to more
merchandise (which increases sales)

POS Displays
 Assortment display – open and
closed assortment

 Theme-setting display

 Ensemble display

 Rack display

 Case display

 Cut case

 Dump bin

Visual Merchandising
 The artistic display of merchandise and theatrical props used as
scene-setting decoration in the store

 Several key characteristics
 Not associated with shop-able fixture but located as a focal point
or other area remote from the on-shelf merchandising (and
perhaps out of the reach of customers)
 Use of props and elements in addition to merchandise – visuals
don’t always include merchandise; may just be interesting display
of items related to merchandise or to mood retailer wishes to
create
 Visuals should incorporate relevant merchandise to be most
effective
 Retailers should make sure displays don’t create walls that make
it difficult for shoppers to reach other areas of the store

StoreFront Design

 Storefronts must:
 Clearly identify the name and general nature of
the store
 Give some hint as to the merchandise inside
 Includes all exterior signage
 In many cases includes store windows – an
advertising medium for the store – window
displays should be changed often, be fun/exciting,
and reflect merchandise offered inside

Atmospherics
 The design of an environment via:

 visual communications
 lighting
 color
 sound
 scent

to stimulate customers’ perceptual and emotional responses and
ultimately influence their purchase behavior

Visual Communications
 Name, logo and retail identity

 Institutional signage

 Directional, departmental and category signage

 Point-of-Sale (POS) Signage

 Lifestyle Graphics

Visual Communications
 Coordinate signs and graphics with store’s
image
 Inform the customer
 Use signs and graphics as props
 Keep signs and graphics fresh
 Limit sign copy
 Use appropriate typefaces on signs
 Create theatrical effects

Lighting
 Important but often overlooked element in
successful store design

 Highlight merchandise

 Capture a mood

 Level of light can make a difference
 Blockbuster
 Fashion Departments

Color

 Can influence behavior

 Warm colors increase blood pressure, respiratory rate
and other physiological responses – attract customers
and gain attention but can also be distracting

 Cool colors are relaxing, peaceful, calm and pleasant
– effective for retailers selling anxiety-causing
products

Sound & Scent
 Sound
 Music viewed as valuable marketing tool
 Often customized to customer demographics - AIE (
http://www.aeimusic.com)
 Can use volume and tempo for crowd control

 Scent
 Smell has a large impact on our emotions
 Victoria Secret, The Magic Kingdom, The Knot Shop
 Can be administered through time release atomizers or via
fragrance-soaked pellets placed on light fixtures

Store design layout_visual_merchandising

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