Professional Documents
Culture Documents
Store Image
Chapter 13 is the overall perception the consumer
Store Layout and Design has of the store’s environment.
1
These Warning Signs May
Allocating Space Indicate a Space Problem
Types of space needed:
1. Back room
2. Office and other functional spaces
3. Aisles, services areas, and other nonselling
areas of the main sales floor
4. Wall merchandise space
5. Floor merchandise space
3. Visual appeal
4. Flexibility
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company
All rights reserved.
2
Advantages and Disadvantages of Advantages and Disadvantages of
Grid Layouts Grid Layouts
Grid Grid
Advantages Disadvantages
1. Low cost
1. Plain and uninteresting
2. Customer familiarity
2. Limited browsing
3. Merchandise exposure
4. Ease of cleaning 3. Stimulation of rushed
shopping behavior
5. Simplified security
6. Possibility of self-service 4. Limited creativity in
decor
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company
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Circulation Circulation
Loop Layout Spine Layout
Floorplan:
Floorplan: Floorplan:
Floorplan:
Clarence Sander’s Piggly Wiggly Kohl’s
3
Planning Fixtures and
Merchandise Presentation
hIt costs over $20 million to build a new
department store and $7 to $10 million for 1. Fixture Types
a redo. 2. Merchandise Presentation Planning
hAn Office Depot has over 1,700 linear 3. Selecting Fixtures and Merchandise
feet of fixtures. A 100,000-
100,000-square-
square-foot Presentation Methods
Burdines Department Store has about 4. Visual Merchandising
1,000 fixtures, half are for hanging
apparel.
45-
45-Degree Customer Sightline Vertical Color Blocking
4
Examples of Visual Merchandising Examples of Visual Merchandising
Here’s sampling of the techniques stores use to
“Visual Merchandising”, the art of generate those sales:
attracting patrons with visual cues, is central to a Get’m coming and
retailer’s ability to generate sales. Visual going. Escalators are
Merchandising got its start at the turn of the a focal point of many
stores. That makes
century, when department stores began using them ideal locations
theatrical set design and lighting to create exotic for promotional signs
displays. Today, the way the departments are and for impulse items
like perfume.
arranged, the location of the escalators, the
lighting--all are carefully planned to earn the
store more sales per square foot.
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company
All rights reserved. All rights reserved.
Color is king.
Retailers believe
consumers are more
apt to buy clothes that
appear in full size and
color assortments.
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company
All rights reserved. All rights reserved.
5
Examples of Visual Merchandising Store Layout Considerations
h High margin items should be placed in high traffic
areas.
h High demand items should be placed in low traffic
Suggestion positioning. Once the areas.
customer has already purchased
h Complementary items should be placed near each other.
one item, it’s easier to sell an
additional item. Thus apparel h Seasonal needs should be considered.
retailers strategically place h Items needing frequent restocking should be placed near
impulse buys like hair bows and
costume jewelry by the cashier
storerooms or cash registers.
the same way supermarket h Larger departments should be placed in lower traffic
checkouts display candy and areas.
magazines.
h Shopping behavior and operational considerations
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company
All rights reserved.
should be recognized.
Interior Design
Store Design The low cost, no frills flooring combined
with the low cost metal shelving help to
convey the low price image in this
1. Storefront Design discount retail display for Barbie.
2. Interior Design
3. Lighting Design
4. Sounds and Smells: Total Sensory
Marketing
6
Name, Logo and Retail Identity at KMart
Visual Communications Kmart changed its logo to
the big red “K” in an effort
to reflect its move into an
1. Name, Logo, and Retail Identity
upscale environment and
2. Institutional Signage away from its old polyester
3. Directional, Departmental, and Category and blue-light image.
Signage
4. Point-
Point-of-
of-Sale (POS) Signage
5. Lifestyle Graphics
7
Point-of-Sale (POS) Signage
Point-of-Sale (POS) Signage POS signage for clearance
and sale items tend to be in
Point-
Point-of-
of-Sale Signage red to draw a consumer’s
is relatively small signage that is placed attention.
very close to the merchandise and is
intended to give details about specific
items.
Merchandise
Merchandise Productivity
Productivity Analysis
Analysis
Space Productivity Category Juniors
Total Sales 259,645
Space Productivity
Sale as % Total 3.9
represents how effectively the retailer Total Sq. Ft. 1,602
utilizes its space and is usually Sq. Ft % Total 2.9
measured by sales per square foot of Sales per Sq. Ft. 162.08
selling space or gross margin dollars Total G.M. $ 211,497
per square foot of selling space. G.M. $ % Total 4.57
Space Productivity Index 1.58
Merchandise
Merchandise Productivity
Productivity Analysis
Analysis Merchandise
Merchandise Productivity
Productivity Analysis
Analysis
8
Merchandise
Merchandise Productivity
Productivity Analysis
Analysis Merchandise
Merchandise Productivity
Productivity Analysis
Analysis
Merchandise
Merchandise Productivity
Productivity Analysis
Analysis Merchandise
Merchandise Productivity
Productivity Analysis
Analysis
Merchandise
Merchandise Productivity
Productivity Analysis
Analysis