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 Objectives of the StoreEnvironment Get customers into the store (store image) Serves a critical role in the store selection process Important criteria include cleanliness, labeled prices, accurate and pleasantcheckout clerks, and well-stocked shelves The store itself makes the most significant and last impression Once they are inside the store, convert them into customersbuying merchandise (space productivity) The more merchandise customers are exposed to that is presented in anorderly manner, the more they tend to buy Retailers focusing more attention on in-store marketing marketing dollarsspent in the store, in the form of store design, merchandise presentation,visual displays, and in-store promotions, should lead to greater sales andprofits (bottom line: it is easier to get a consumer in your store to buy moremerchandise than planned than to get a new consumer to come into your store)

Store layout
Pantaloons follows a free form store layout. No particular format is followed anything is placed anywhere but strategically. Pantaloons fall under following categoriesDepartmental stores, Malls, E-retailers Here when it comes to arranging the clothes, same type of clothes are put up together in different sizes so that same clothes are available for every size at one point only. Being a department store, Pantaloons exhibits an arrangement of merchandise in a freeform layout. Such a layout allows free movement and also encourages people to browse and shop with convenience. The floor space is allocated on the basis of the contribution of a particular department to business. As such, the Mens department has been assigned an entire floor. The total area of the entire store is approximately 50000sq.ft. However the most disappointing aspect about the layout was the presence of Toilets, Trial rooms and drinking water at adjacent places. This format was exhibited by all the three floors of the store. The layout of the store is modified on a regular basis by shifting the fixtures and display of the merchandise so that the customers develop a feel of novelty in the store.

Store design- Store Exteriors & Store Interior

Pantaloons follows a theme based interior, like a corner is assigned to every brand and that brand put up its product as per its liking. Also the posters and ads for discounts and offers for them are put up there only Exteriors of pantaloons stores are very attractive & eye catchy. They put up fresh fashion collections on the dummies on the entrance. The exterior appearance of a store silently announces what customers can expect inside. Good exterior visual merchandising attracts attention, creates interest and invites the customer into the business
Exterior Store Design

The location of the building is very prominent. It is very much closer to the main road. It has a modern look which is further enhanced by the silver finish as well as the green color appropriately resembling the brand. The name Pantaloons Urbania at the top of the building further enhances the stores visibility. The clothes and accessories available in the store are nicely put up at the windows of the building. At night the building is brightly lit up. The focus is largely on the name plate at the top. The entrance has an automatic door closing system. There is always someone to greet the customers entering the shop. Towards the immediate right of the entrance is the baggage counter. Also a wheel chair is kept for the disabled. As one proceeds, there is a customer grievances desk and a counter

for green card members. A couch has also been placed near the desk, which is really comforting in case of a queue.

Interior Store design Flooring and Ceiling

The interior layout generates good brand associations through appropriate color combinations. The white color of the walls and floor coupled with the green color of the visual merchandise helps in portraying the brand effectively.
Graphics and Sign ages

Exactly opposite to the entrance gate of the store is a store directory mentioning the various sections/departments of the entire store (Ground, First and Second floors). On the right hand side wall is a sign gage (exactly opposite to the customer grievances desk) indicating the promotional schemes? However the directional signs are not quiet visible.
Lighting

Good lighting in a store involves more than illuminating space. Lighting is used to highlight merchandise, sculpt face and capture a mood feeling that enhances the store image. White lighting has been majorly used in the store so that the customers can identify the requisite colors of the apparels. For lightening mostly focus lights are used for the clothes that are hanged on wall white lights are used but for toys section as well as shoes section yellow lights are used and even for the traditional wear yellow lights are used as this light match with the color of the products put up there and even make them look more eye catchy and attractive. Stores have transparent flooring furnished floorings.

Music

mostly there is rock as well as soft music no particular music beat is followed.
Store security

- well they have ample staff available with them to guide as well as to keep a check on the customers. Also they have cc cameras put up at various spots.

Space Allocation and Utilization

Furniture and fixtures-

Goods are effectively displayed on a variety of fixtures such as gondolas, tables, cubes, mannequins, waterfalls and other racks, display cases and manufacturer pointof -purchase display.
Walk Ways and Entries:-

Approximately 75 % of first time customers remember a stores entrance, which provides the first and last view of the stores interior. A cluttered entryway causes shoppers to indefinitely postpone entering a store, while an attractive, well designed entrance is inviting to the customers and thats what pantaloons provides.
Sound type and density

Instrumental music is played over loud music in the store making the shopping environmental more serene and calm
Odor type and density

Like sound, odor too has a negative or positive impact on the atmosphere of the store. The strength (density) of the odor is also important. This is because, even if the odor is right but too strong or intense, the ultimate impact generated by it is negative. Considering pantaloons, perfumes or room fresheners are aired through the air conditioners.
Visual merchandising- Merchandise Type and Density

One can come across campaign graphics in the store with merchandise places near them.

Mannequins are displayed with accessories to generate impulse purchases. Spot lights are also focused on the visual merchandise so as to gain the attention of the customers. Pantaloon focuses on the latest fashion apparels. No rack is kept empty as it may create a negative impression in the minds of the customers. E.g. Concerning the T shirts department (especially in case of UMM Brand), one t shirt of a particular color or design is displayed, while next to it, on a shelf the same T shirt but with different colors is displayed.
fixtures

Detachable fixtures with smooth edges are maintained in the store especially in the kids segment.
Packaging

The Products purchased by the Customers are packed in green colored Recyclable Plastic Bags. The bag is sealed with a tape bearing a statement Thank you for shopping ant Pantaloons on it.
Merchandise

Pantaloons have applied the concept of category management in its day-to-day merchandising function as against the traditional brand management merchandising practice followed by most retailers. Category managers look at sales and margins of each brand in a category. The whole idea of category management is to create products across length and breadth of a category at different price points, fabrics, design, shape, seasons, color and size. They are characterized by a broad variety, deep assortment. The Category manager develop a merchandising strategy for the category taking into consideration customer profile, classification, resource structure, vendors, fashion trends, items and price points. The category manager visit stores regularly to check

assortments of merchandise displays, stock levels and old season merchandise, consult with team leaders and sales people on problems and suggestions. Although no concrete information was provided with respect to the ways of forecasting the sales and inventory planning, it was highlighted that a buffer stock of approximately 10-12% of the total stock is maintained in the store.

Display Areas, Walkways & doors

Pantaloons stores have very attractive display areas, in which they put the dummies, accessories & all. They have a broad walkway & doorways. Also there are small screens put up at various corners which are most visible, and which they show case ads of their own as well as other brands available there. Here each rack are placed in such a way so that consumers can easily take their wanted products. Pantaloons have their own in house brands in Apparel as well as different sections. Pantaloons visual merchandising is creative, innovative and outstanding which can be seen from its own in house private brands such as John Miller. All the merchandise are placed at both 360 degree and 180 degrees. The new launched products are showed by prominent color back ground. Window display is highly interactive for impulsive buyer.

Westside launches new concept store design

Images Bureau , 24.12.2010

Tags: Westside | Apparel | Sportswear | Concept Store | Accessories | Casual Wear Ready and in a spanking new avatar, Westside launched their 9th store in Delhi and NCR at Ambience Mall in Vasant Kunj. The store follows the new layout designed by Fitch International Retail Design Agency. With the launch of this store Westside now has a presence in 31 cities with 52 stores.

Gaurav Mahajan, COO, Westside, said, It is our endeavour to make the Westside experience as accessible as possible and it gives us great pleasure to launch our 9th store in Delhi and NCR. We already have a loyal base of over 2,000 customers in and around Vasant Kunj, who frequent our other stores in Delhi and we are happy to bring Westside closer home to them. The store layout has been designed to give customers unparalleled shopping experience and follows Westsides new concept store design. Spread across a majestic 27,000 sq. ft. area and 3 levels the layout has been designed with optimal customer journey in mind. The overall look and feel is modern, spacious and international. The new store has merchandise that complements every aspect of your lifestyle. The store will host wide range of exclusive ethnic and western wear for women, GIA (for the plus size women), lingerie, footwear (women and kids), cosmetics, accessories and entire range for kids. Additionally, Ascot - smart formal wear for men, casual wear, Richmond party wear and mens footwear. Nuon - the trendy youth wear range will now be exclusively available at the new Westside store. Westside houses an exclusive collection of furniture, furnishings and home dcor. Additionally, customers will have an enhanced shop-in-shop experience at the new Westside store which will showcase each of the Westside private label brand in separate sections. The store will house an extensive Designer Prt collection by the countrys leading designers Wendell Rodricks, Narendra Kumar, Priyadarshini Rao, Manish Gupta and Vivek Kumar. The range will offer the discerning Delhi customer a collection that truly matches their taste for exquisite designer wear. The new Westside at Vasant Kunj store will also boast of Aerosoles- Americas favourite footwear brand personifying style and comfort (exclusively available at Westside) The store will have an extensive play area for kids to hang out and have fun. Italian kids wear brand Chicco will introduce parents to the safe and tested world of baby products and services designed to meet the demands of babies as they grow.