RETAIL COMMERCIAL

AREAS
Layout and Designs

Retail Designing

Retail design is a creative and commercial discipline

that combines several different area of expertise
together in the design and construction of retail spaces.
Layout needs to guide the customer silently about where
he/she wants to go and for exposing him/her to the
entire store offering.

Retail Space design

Spaces are designed according to these

components.
Store interiorStore
exteriorPlace of location
Store entrance
Window display
Door types
Walkways
Size of the Building
Colours and Materials
Theft prevention.

Internal planning
Methods of Displays
Signage
Visual Merchandising

Factors affecting store layout

Total space available

Types of products/merchandise offered by the store.
Number of department in store.
Volume and variety ration in the product line carried.
Mode of operation.
Movement required in the store locating, picking, storing
the product.
Target customers and the average no. of customers
visiting the store.
Degree of changes in operation.
Stock/inventory level.

Elements that compose the store environment

Visual
communica
tions
Retail
identity
Graphics
signage's

Store
design

Exterior
design
ambiance
lighting

Store
planning
Space
allocation
Layout
circulation

Merchandisin
g
Fixture
selection
Merchandise
presentation
Visual
merchandising

Visual communication

Name, logo, and retail identity

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 distance;
they are located on or close to the fixture itself where the merchandise is displayed.

Point-of-sale signage (POS) - A relatively small signage placed very close to the
merchandise, and intended to give details about specific items.

Must be catchy, memorable, and reflective of the retailers merchandising mission.

The most important function is to clearly state the price of the merchandise being signed.

Lifestyle graphics
Lifestyle 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.
Lifestyle photography must be kept
very general so as to be attractive to the
majority and offensive to none.

Store design

Storefront design

Interior design

The storefront must clearly identify the name and general nature of the
store and give some hint as to the merchandise inside.
It includes all exterior signage and the architecture of the storefront itself.
The finishes applied to surfaces
The architectural shapes

Lighting design
Lighting greatly enhances store sales.
Contemporary lighting design
requires an in-depth knowledge of
electrical engineering and the
effect of light on color and texture.

Sounds and smells:

total sensory marketing

Effective store design appeals to

Store design-lighting

How will your guests see the goods? Lighting of course! Lighting is key
component in emphasizing your product and promotional displays. Get to
know your lights, they fall into three classifications:
General lighting for the sales floor, usually fixed in place.
Accent lighting for accentuating displays, flexible cans, pendants or track.
Task lighting is for cash wraps, display counters and work spaces.

Store planning

Micro retailing - Occurs when a chain store retailer operating over a wide
geographic area, usually nationally, tailors its merchandise and services in each
store to the needs of the immediate trading area.
Stack-outs - Pallets of merchandise set out on the floor in front of the main
shelves.
Allocating space

Types of space needed

Back

room
Offices and other functional spaces
Aisles, service areas, and other non-selling areas
Floor merchandise space
Wall merchandise space

Space allocation planning

Circulation
Shrinkage prevention
Space allocation planning

Space productivity index - 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.
Plano grams - A schematic that illustrates how and where a retailers merchandise
should be displayed on the shelf in order to increase customer purchases.

Types of retail store layout

Free flow/ boutique layout.

Grid layout
Loop layout
Spine layout

Free flow/ Boutique Layout

The simplest type of store layout is a free flow layout, in which

fixtures and merchandise are grouped into free flowing pattern
on the sales floor.
Customers are encouraged to flow freely through all the
fixtures, because there are usually no defined traffic pattern in
store.
This type of layout of works well in small stores, usually smaller than
5000 square feet, in which customers wish to browse through all the
merchandise.
It there is a greater variety of merchandise, a free flow layout
fails to provide cues as to where one department stops and another
start confusing the shoppers.
Advantages- increased impulse buying.
Disadvantages- possible confusion and waste of floor space.

Free flow
layout

Grid Layout

Another traditional form of store layout is grid layout, in which

the counters and fixtures are placed in long rows or runs.,
usually at right angels, throughout the stores. In grid layout,
customers circulate up down through the fixtures, and in fact
the grid layout is often reoffered to as maze.
The most familiar example of the grid layout is are supermarket
and drugstore.
The grid is a true shopping layout, best used in retail
environment in which the majority of customers wish to shop
the entire store.
Advantages- easy to locate merchandise, cost efficient, easy
accessible for customers.
Disadvantages- limited browsing and limited creativity in decor.

Grid layout

Race track

The major customer aisle begins at the

entrance, loop through the store and
returns customer to the front of the store.
Exposes shoppers to the greatest possible
amount of merchandise by encouraging
browsing and cross-shopping.
Used in departmental stores.

Racetrack layout

Spine layout

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 colouring or surface and is not
perceived as an aisle

Spine layout

Visual merchandising

The artistic display of merchandise and

theatrical props used as scene-setting
decoration in the store.

Visual displays are located in a focal point,

feature area, or other area remote from the
on-shelf merchandising and perhaps even out
of reach of the customer.
Visuals should incorporate relevant
merchandise.

Fixture Types

Promotional Display
You have your traffic pattern set and you know where and what to do with your
promotional displays. Whats your display going to show?
Similar product This will educate your guest the depth of product you carry in a
particular category. Could be souvenir shot glasses and coffee mugs, could be a
collection of green organic tees from a variety of manufacturers
Cross-Mix Product Here you are mixing categories to show a breadth of merchandise;
perhaps to support the lifestyle and boost multiple sales
Branded A promotion for a particular vendor and usually offer a cross-mix to show
your guest all that the brand represents in your store
When setting your promotion display tables or walls follow a theme with your items,
remember the following for organization and arrangement:
Light to Dark, Left to Right, Small to Large
When placing tables make a positive impact with your walls. Dont hide the walls.
Instead use your table displays to draw the eye and focus the attention on the wall
behind.
We can see your walls but is there a technique for placing product here? Yep light to
dark, small to large, left to right. You can achieve this horizontally or vertically.
Just like table displays remember to keep your walls full. You dont want blank, negative
space. If you have a small area that just cant be merchandised toss in a cool picture or
frame a vendors logo. Use props around your forms on shelves.

Promotional
display
Thank
you.......!!!!!!