Chapter 17 PowerPoint

1. CHAPTER 17
Store Layout, Design, and Visual Merchandising
Lisa Martinez

2. THE MAIN IDEA
 Store layout, Design, and Visual Merchandising is an integral part
of retail. A positive shopping trip depends on what your eyes see
just as much as other aspects contribute to the buying
experience. Retailers spend a lot of time researching what will
capture and keep their customers attention. It all pays off for
these big retailers.

3. STORE DESIGN OBJECTIVES
 Some store design objectives are to…
 Implement the retailers strategy
 Build loyalty by providing a rewarding shopping experience
 Utilitarian benefits
 Hedonic benefits
 Increase sales on a visit
 Control costs
 Fixtures
 Meet legal requirements
 ADA
 Trade offs are sometimes necessary.

4. STORE DESIGN ELEMENTS
 There are 3 elements to store design:
 Layout
 Signage
 Feature areas

5. STORE LAYOUTS

6. Grid Layout

7. Racetrack/Loop Layout

8. Free Form/Boutique Layout

9. SIGNAGE AND GRAPHICS
 Signage has several main duties
 Helps customers to locate specific products and departments
 Provides product information
 Suggests items or special purchases
 Graphics have one main purpose
 To reinforce the store image
 There are several different types of signage
 Call-to-action signage
 Category signage
 Point of sale signgage

10. FEATURE AREAS
 Feature areas include:
 Windows
 Entrances
 Freestanding Displays
 Mannequins
 End Caps
 Promotional Aisles or Areas
 Walls
 Dressing Rooms
 Cash Wraps

11. SPACE MANAGEMENT
 Space management involves key resource decisions:
 The allocation of store space to merchandise categories in brands
 The locations of departments or merchandise categories in the store
 The size of the store

12. SPACE ALLOCATED TO MERCHANDISE
CATEGORIES
 Factors to consider when making space decisions:
 The productivity of the allocated space
 Sales per square foot
 Sale per linear foot
 The merchandise’s inventory turnover
 The impact on overall store sales
 The display needs for the merchandise

13. LOCATION OF MERCHANDISE
CATEGORIES AND DESIGN ELEMENTS
 There are several categories of merchandise
 Impulse merchandise
 Demand and promotional merchandise
 Special merchandise
 Retailers often place categories (and items inside) strategically
 Category adjacencies
 Location of merchandise within a category
 Tools retailers use
 Planograms
 Virtual store simulation
 Videotaping customers

14. DETERMINING STORE SIZE
 It’s important to determine store size when utilizing space
management.

15. VISUAL MERCHANDISING
 There are two concepts to related to visual merchandising:
 Fixtures
 The straight rack
 Rounder (bulk fixture/capacity fixture)
 Four-way fixture (feature fixture)
 Gondola
 Presentation Techniques
 Idea oriented presentation
 Item and size presentation
 Color presentation
 Price lining
 Vertical Merchandising
 Tonnage merchandising
 Frontal presentation

16. Straight
Rack
Gondola
Rounder Four Way

17. CREATING AN APPEALING STORE
ATMOSPHERE
 There are several tools that retailer use to create atmosphere:
 Lighting
 Highlighting Merchandise
 Mood Creation
 Energy-Efficient Lighting
 Color
 Scent
 Music Taste

18. Thank you!