PPT 18-5 Store Design Objectives Consistent with retailers image and strategy Positive influence on customer satisfaction and purchase behavior Cost effective Flexible Meet needs of disabled
PPT 18-6 Tradeoff in Store Design Easy of locating merchandise for planned purchases Exploration of store, impulse purchases
PPT 18-7 Types of Store Layouts Grid Racetrack Free Form
PPT 18-8 Grid Layout Long gondolas in repetitive pattern. Easy to locate merchandise Does not encourage customers to explore store –Limited site lines to merchandise Allows more merchandise to be displayed Cost efficient Used in grocery, discount, and drug stores. Why?
PPT 18-9 Grid Store Layout Fruit Vegetables Office & customer service Books, magazines, seasonal display Receiving & storage Exit Entrance Cart area Checkouts
PPT 18-10 Racetrack Layout Loop with a major aisle that has access to departments and store’s multiple entrances. Draws customers around the store. Provide different site lines and encourage exploration, impulse buying Used in department stores
PPT 18-13 Free-Form (Boutique) Layout Fixtures and aisles arranged asymmetrically Pleasant relaxing ambiance doesn’t come cheap – small store experience Inefficient use of space More susceptible to shoplifting – salespeople can not view adjacent spaces. Used in specialty stores and upscale department stores
PPT 18-16 Display Areas Feature areas –End caps –Promotional aisle –Freestanding fixtures –Point-of-sale areas –Walls
PPT 18-17 Designing a Webpage: Lessons from Store Design Simplicity matters Getting around Prioritize Design layout based on what you want to accomplish Follow the standards of the industry leaders
PPT 18-18 Space Planning Allocating floor/shelf space locating merchandise in store (or on website) Where should merchandise be displayed? How much space should be allocated to each category/item? How many items of each SKUs should be displayed?
PPT 18-19 Space Planning Considerations Profitability of merchandise Customer Buying considerations –Impulse products near front –Demand/Destination areas off the beaten path Physical characteristics of product. Complementary products should be adjacent Sales rate –More units of faster selling merchandise need to be displayed
PPT 18-20 Prime Locations for Merchandise Highly trafficked areas –Store entrances –Near checkout counter Highly visible areas –End aisle –Displays
PPT 18-21 Special Considerations Avoid the “butt-brush” effect. Make merchandise accessible. Allow a transition zone.
PPT 18-37 Creating a Store Environment Color Scent Music Lighting Store Atmosphere
PPT 18-38 Visual Communications Coordinate signs and graphics with the store’s image. Inform the customer. Use signs and graphics as props. Keep signs and graphics fresh. Limit the copy of signs. Use appropriate typefaces on signs Create theatrical effects.
PPT 18-39 Lighting Highlight merchandise. Structure space and capture a mood. Downplay features.