2“Shopper found dead in local store; cause of death – boredom” No other variable in the retailing mix influences the consumer’s initial perceptions of a bricks & mortar retailer as much as the store itself.The store is “where the action is” and includes such minor details as the placement of the merchandise.
3A GOOD STORE DESIGN HELPS IN……… -Get customers into the storeServes a critical role in the store selection processImportant criteria include cleanliness, merchandize display and well-stocked shelvesThe store itself makes the most significant and last impression
4Once they are inside the store, convert them into customers -The more merchandise customers are exposed to that is presented in an orderly manner, the more they tend to buyRetailers are now focusing more attention on in-store marketing – in the form of store design, merchandise presentation, visual displays, and in-store promotions, USUALLY leadS to greater sales and profits (bottom line: it is easier to get a consumer in your store to buy more merchandise than planned ,than to get a new consumer to come into your store
5Objectives of Good Store Design be consistent with image and strategypositively influence consumer behaviorconsider costs versus valuebe flexible
11Tradeoffs in Store Design Ease of locating merchandise for planned purchasesAesthetics, space to shop comfortablyRelaxed environmentExploration of store, impulse purchasesProductivity of spaceEnergy, excitement
12Types of Floor Space in Store Back Room – receiving area, stockroomOffices and Other Functional Space – employee break room, store offices, cash office, restroomsAisles, Service Areas and Other Non-Selling AreasMoving shoppers through the store, dressing rooms, layaway areas, service desks, customer service facilitiesMerchandise SpaceFloorWall
13SOME SECRETS OF GOOD LAYOUT Important location within a store- ENTRANCE DOOR , right side, near aisles, NEAR ESCALATORS AND POINT OF SALE.IMPULSE PRODUCTS –like perfumes, magazines, cosmetics so are near the front of the store where they can be seen from outside and can draw people inside.
14DEMANDED / destination areas- AT THE END OF THE STORE, UPPER FLOORS, Demand/destination areas because the demand is created before customers get into the store and find their destination.Products like furniture requiring a lot of floor space are kept in least desirable location.COMPLIMENTARY PRODUCTS ARE KEPT ADJACENT TO EACH OTHER.
15fixturesPrimary purpose is to efficiently hold and display merchandise .They must also define areas of a store and encourage traffic flow.Must be in connect with other physical aspect of the store.
18Straight Rack – long pipe suspended with supports to the floor or attached to a wall Round Rack – round fixture that sits on pedestal
19Wall FixturesTo make store’s wall merchandisable, wall usually covered with a skin that is fitted with vertical columns of notches into which a variety of merchandize can be insertedCan be merchandised much higher than floor fixtures .
22Grid Layout Linear design, checkerboard pattern. Vertical and horizontal aislesMay have one main aisle and many secondary aisles.Efficient use of spaceSimple and predictable to navigateFocal points at aisle ends
23Can be confusing and frustrating because it is difficult to see over the fixtures to other merchandiseMost familiar examples for supermarkets.Best used in retail environments in which majority of customers shop the entire store
24Curving/Loop (Racetrack) Design Major customer aisle(s) begins at entrance, loops through the store (usually in shape of circle, square or rectangle) and returns customer to front of store.Exposes shoppers to the greatest possible amount of merchandise by encouraging browsing and cross-shopping
26Free-Flow Layout Storage, Receiving, Marketing Dressing Rooms Checkout counterClearance ItemsFixtureJeans Casual Wear StockingsAccessoriesPantsTopsSkirts and Dresses Hats and HandbagsOpen Display Window
27 Must provide enough room between fixtures Fixtures and merchandise grouped into free-flowing patterns on the sales floor – no defined traffic patternMust provide enough room between fixturesWorks best in small stores (under 5,000 square feet) in which customers wish to browseEncourages browsingWorks best when merchandise is of the same type, such as fashion apparelIf there is a great variety of merchandise, fails to provide cues as to where one department stops and another starts
28Spine LayoutVariation of grid, loop and free-form layoutsBased on single main aisle running from the front to the back of the store (transporting customers in both directions)Heavily used by medium-sized specialty stores ranging from 2,000 – 10,000 square feet
29Ways to Display Window Displays Interior Window Displays Wall Displays Focal Point displays
30Window Display Types One Item Display Related Merchandise Display Variety or Assortment DisplayMerchandise to be PRESENTED in consistent with store image- fashion forward or simple image
31Types of merchandise presentation techniques Idea oriented- furniture , linenColor presentationPrice liningFrontage presentation- presenting one out of the lotVertical merchandise- presented vertically high. people have a tendency to see from top left to right. All national level brand are displayed up and their own brand in the middle.
32Store Front Design Storefronts must: Clearly identify the name and general nature of the storeGive some hint as to the merchandise insideIncludes all exterior signageIn many cases includes store windows – an advertising medium for the store – window displays should be changed often, be fun/exciting, and reflect merchandise offered inside.
39Atmospherics The design of an environment via: visual communications lightingcolorsoundscentto stimulate customers’ perceptual and emotional responses and ultimately influence their purchase behavior
40Visual Communications Name,logoDirectional, departmental and category signagePoint-of-Sale (POS) SignageGraphics
41Visual Communications Coordinate signs and graphics with store’s imageInformative to the customerKeep signs and graphics freshUse appropriate typefaces and colors on signs
42LightingImportant but often overlooked element in successful store designHighlight merchandiseCapture a moodLevel of light can make a differenceCan be used to hide objects as well
43Color Can influence behavior Warm colors increase blood pressure, respiratory rate and other physiological responses – attract customers and gain attention but can also be distractingCool colors are relaxing, peaceful, calm and pleasant – effective for retailers selling anxiety-causing products
44Sound & Scent Sound Scent Music viewed as valuable marketing tool Often customized to customer demographicsvolume and tempo according to crowd and imageScentSmell has a large impact on our emotionsCan be administered through time release atomizers or via fragrance-soaked pellets placed on light fixtures