Presentation on theme: "RETAIL DISPLAY Pallavi Pathak. Store Layout, Design and Visual Merchandising - Principles & Optimization."— Presentation transcript:
RETAIL DISPLAY Pallavi Pathak
Store Layout, Design and Visual Merchandising - Principles & Optimization
Store Design, Layout, Visual Merchandising Opportunity for competitive advantage and increased sales Store as a good story – a beginning, middle, end Entrance sets up the story – creates expectations, contains promises, entices, hints, teases Inside the store is the middle of the story should start slow (uncluttered) to allow consumers to orient themselves should lead customers on a journey of discovery, using layout, lighting, visuals, other atmospherics Checkout area is the stores climactic ending
Five Major Store Design Objectives Consistent with retailers image, positioning, strategy Positive influence on purchase behavior Cost effective – space productivity Sales-per-square-foot (most common, racetrack and boutique layout) – Sales-per-linear-foot (e.g., supermarkets, drug stores, etc. with long gondolas in grid layout) – Sales-per-cubic-foot (e.g., wholesale clubs with multiple layers of merchandise) Flexible
Positively influencing purchase behavior Allow a transition zone Place high-margin merchandise to the right of the entrance Make merchandise accessible Use signs, fixtures, displays to draw customers Vary the tempo of music to achieve goals Arrange shelved merchandise strategically
Tradeoffs in Store Design Ease of locating merchandise for planned purchases Aesthetics, space to shop comfortably Relaxed environment Exploration of store, impulse purchases Productivity of space Energy, excitement
Linear design, checkerboard pattern. Vertical and horizontal aisles – May have one main aisle and many secondary aisles. Efficient use of space Simple and predictable to navigate Focal points at aisle ends Grid Layout
Racetrack Layout Major and minor loopsmultiple entrances & multiple sight lines Major and minor loops with multiple entrances & multiple sight lines, draws shopper around the store, encourages exploration, impulse buying Location of departments Location of departments) mens vs. womens impulse goods – near entrances, to the right, escalators, point-of-sale demand/destination – upper floors, back corners; complementary – adjacent Display areas Display areas) – bulk-of-stock + feature areas (walls, promotional areas, point- of-sale areas, feature fixtures, windows) Fixtures Fixtures– feature fixtures – four-way, free-standing/mannequins, glass cases + gondolas, rounders & straight racks for bulk-of-stock & sale merchandise
Free-Form Layout + Aesthetically pleasing, relaxing, asymmetrical, invites browsing - Less efficient, more costly, more sales assistance needed, more theft Fixtures Bulk-of-stock Bulk-of-stock - straight racks, gondolas, rounders (very flexible) Feature Feature – glass cases, 4-way, free- standing, custom- built fixtures Feature areas Windows, walls, feature fixtures, point-of-sale Storage, Receiving, Marking Jeans Casual Wear Stockings Pants Accessories Checkout Clearance Items Feature Tops Skirts and Dresses Hats and Handbags
Opposite of grid layout. Ease of customer movement. – Must provide enough room between fixtures. Fixtures arranged in interesting formations – Encourages browsing. Free-Flow Layouts
Fixtures Accept, hold, stock and show merchandise. Used in window displays, on top of counters, within floor arrangements. Contribute to store brand image and ambience. Expected to last a long time.
Capacity Fixtures Hold large quantities Shows a single style in depth of selection. Usually the largest fixtures in the store. Usually placed in back of store.
Feature Fixtures Used to highlight categories. Hold fewer items. Best used as lead-in fixtures. Also interspersed throughout store to add variety.
Signature Fixtures One-of-a-Kind units. Positioned at store or department entrance. Reflects brand image Designed specifically for the store to catch shoppers interest.
Ways to Display Window Displays Interior Window Displays Wall Assortment Displays Focal Point/Aisle End Displays
Window Displays Closed Back Window Open Back Window Straight Front Window Angled Front Window Arcade Front Window Corner Window
Other Display Methods Interior Windows--create a scene inside the store by grouping mannequins, props etc. Wall Cabinets--create windows by showing merchandise on top. End of Aisle--displays assortment of merchandise together for sale.
Display Types One Item Display Line of Goods Display Related Merchandise Display Variety or Assortment Display
Display Types Examples
Display Settings Realistic Environmental Vignette/Semi realistic Fantasy Abstract
Back Room Boutique With young, yet sophisticated apparel, this Winter Garden, Florida boutique wanted a mix of wood and metal fixtures. With a multitude of different accessories and clothing styles, units needed to be versatile to keep the inventory fresh. The wood units are finished in white and the metal units offer decorative finials.
Sunset Strip This unique clothing store offers an interesting twist to the idea that "Shopping is a Sin".... a fun one at that. By using creative architectural features in a combination of metal fixtures powdercoated black, the ulitmate look was achieved. This was an exciting project because creativity had no limits.
Sparkle Brite Pool Store Sparkle Brite Pool Store came to Barr Display, looking for a package to offer their new pool store franchisees. What we came up with a stock/vendor supplied layout. Their creative use of photographic tiles and going a little more on the counter set up, allows for a not so typical pool supply store.
Lulu Belle's Children's Boutique There is nothing better than dressing your favorite little person and this childrens boutique in Baldwin Park, Florida wanted to create a fun environment that promoted the fun colors of childrens clothing. The custom counter was laminated from top to bottom in white and given a built in selling area, which conveniently hides the business end of the point-of-sale area. Semi-custom white wall units and floor fixtures are the perfect presentation pieces for these fun and colorful childrens clothes
Rawlings Sporting Goods Store What a space! The challenge here was space. With thousands of square feet and extremely high ceilings, the goal was to highlight all products and make the space feel full. The walls were covered in slatwall that is made to look and feel like old brick. The helmet display mimicks a Wrigley Field like dug-out. The flooring was chosen to direct traffic through this immense space. This look has definitely hit a home- run!
Timmy's Toy Chest When Timmys Toy Chest came to us for their new space, we were delighted. The original store Barr designed was much smaller. The wall units were in excellent condition and could be used in the new space. By adding more slatwall and floor fixtures, this shop encourages adults to glance back to childhood and the children with them reap the benefits. Located in Lake Mary, Florida, they are always happy to see new visitors to their fun space!
Tiny Toes Children's Shoe Boutique This upscale childrens shoe store in Orlando, Florida, wanted a clean and crisp, white background to feature the colorful childrens shoes. A custom counter was designed with a showcase area. All units are maple painted white with decorative, yet simple crown moulding
Swim & Style Swim & Style carries both the luxurious side of the pool life and the maintenance side. Our challenge was to showcase the furniture and glasswear one might find around the pool, yet supply a safe and sturdy display for the chemicals and pool toys. Grid, Metal Shelving and Wood Shelves compliment the specific areas of this specialty store.
Riegel Beauty Concepts Inc. This specialty beauty product store wanted a unique and custom wall system that would portray a clean and spacious environment. A mix of metal, wood and glass gives this space a timeless feel.
Timmy's Toys - Original Space This customer wanted a fun, kid-friendly space that would utilize as much display space as possible. Due to a broad product mix with a variety of sizes, the flexibility of displays was also a big concern. Maple slatwall combined with wall units and versatile floor displays created the flexible, functional space the customer desired.
Banner Mercantile Creating the feel of an old-fashioned General Store was the goal for this retail store design. Worn, plank style wall units, H-merchandisers topped with an oxen harness, and country cupboards create a rustic, country feel of the past with the function and versatility of today's fixtures.
Powersports Center Large space, short-time frame, little back-room storage and small budget were our building blocks here. Within three weeks, we had an affordable layout and sturdy options for this cycle supply center. Stock wall standards, sturdy shelves, and grid create style for a storage/showroom combination.