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 of the store in the minds of the customer

Introduction to Store Layout Management

Store Image is the overall perception the customer has of the stores environment. Space Productivity represents how effectively the retailer utilizes its space and is usually measured by sales per square foot of selling space or gross margin dollars per square foot of selling space.

 The layout and design of the store are means of communicating the image of the store

Introduction to Store Layout Management

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Elements of the Store Environment Objectives of the Store Environment

Elements of the store enviornment

Store Image Store atmosphere Store Theme

Elements That Compose the Store Environment

Visual Communications Retail Identity Graphics POS Signage

Store Image
And Productivity

Store Planning Space Allocation Layout Circulation

Store Design Exterior Design Ambiance Lighting

Merchandising Fixture Selection Merchandise Presentation Visual Merchandising

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Retailing Truism

The more merchandise customers are exposed to, the more they tend to buy.

Objectives of the Store Environment

Tasks to create desired store image and increase space productivity: Get customers into the store (market image). Convert them into customers buying merchandise once inside the store (space productivity). Do this in the most efficient manner possible.

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 merchandise that cannot be accounted for due to theft, loss, or damage.
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Store Planning

Allocating Space Circulation Shrinkage Prevention

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Store Planning
Floor Plan is a schematic that shows where merchandise and customer service departments are located, how customers circulate through the store, and how much space is dedicated to each department.

Stack-Outs are pallets of merchandise set out on the floor 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 other nonselling areas of the main sales floor Wall merchandise space Floor merchandise space

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Space Allocation Planning

Improving Space Productivity in Existing Stores Space Productivity Index is a ratio that compares the percentage of the stores total gross margin that a particular merchandise category generates to its percentage of total store selling space used. Space Allocations for a New Store

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Circulation
Free-Flow Layout is a type of store layout in which fixtures and merchandise are grouped into free-flowing patterns on the sales floor. Disadvantages Advantages Allowance for browsing Loitering encouraged and wandering freely Possible confusion Increased impulse Waste of floor space purchases Cost Visual appeal Difficulty of cleaning Flexibility

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Circulation: Free Flow

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Circulation
Grid Layout is a type of store layout in which counters and fixtures are placed in long rows or runs, usually at right angles, throughout the store. Disadvantages Advantages Plain and uninteresting Low cost Customer familiarity Limited browsing Merchandise exposure Stimulation of rushed shopping Ease of cleaning behavior Simplified security Limited creativity in decor Possibility of self-service

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Circulation: Grid Layout

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Circulation
Loop Layout is a type of store layout in which a major customer aisle begins at the entrance, loops through the store, usually in the shape of a circle, square, ar rectangle, 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 which a single main aisle runs from the front to the back of the store, transporting customers in both directions, and where on either side of this spine, merchandise departments using either a free-flow or grid pattern branch off toward the back aisle walls.

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Circulation: Spine Layout

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Shrinkage Prevention

One of the most important considerations when planning the layout is visibility of the merchandise.

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Planning Fixtures and Merchandise Presentation

On-Shelf Merchandising Is the display of merchandise 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 Merchandise Presentation Methods Visual Merchandising

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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 is intended to hold the bulk of merchandise without looking as heavy as a long straight rack of merchandise.

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Merchandise Presentation Planning

LO 3

Methods of Merchandise Presentation: Shelving Hanging Pegging Folding Stacking Dumping

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Merchandise Presentation Planning

Psychological Factors to Consider When Merchandising Stores:

Value/fashion image Angles and sightlines Vertical color blocking

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Visual Merchandising

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

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Store Design

Ambience Is the overall feeling or mood projected by a store through its aesthetic appeal to human 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, and Category Signage Point-of-Sale (POS) Signage Lifestyle Graphics

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Directional, Departmental, and Category Signage

Directional and Departmental Signage are large signs that are usually placed fairly high, so they can be seen throughout the store. Category Signage are smaller than directional and departmental signage and are intended to be seen from a shorter distance; they are located on or close to the fixture itself where the merchandise is

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Departmental Signage
Departmental signage serve as the highest level of organization in an overall signage program. These signs are usually large and placed fairly high to they can be seen throughout the store.

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Category Signage
Category signage helps consumers negotiate throughout the store to find the product categories they are looking for. The size of category signage varies widely from a lettering that 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 signage that is placed very close to the merchandise and is intended to give details about specific items.
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Point-of-Sale (POS) Signage

POS signage for clearance and sale items tend to be in red to draw a consumers attention.

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Lifestyle Graphics
The Limited uses lifestyle graphics to convey the image of the product to the consumer. Here the Limited conveys the casual nature of one apparel line.

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