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
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
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