1. Store Design & Visual Merchandising
Mrs. Wilson
Principles of Marketing

2. Q.O.D 2.4.14 Store Image- personality of the store Store Image
Type of merchandise and services
Quality of merchandise and services
Sales Associates
Design and layout of the store
Bags and packaging
Colors of the store décor
Store fixtures and equipment
Lighting
Music
Scent

3. Examples…(write answers in your notebook)
Great Store Image?
Poor Store Image?

4. Store Design
So important that some retailers hire professional store designers
Experts in customer traffic patterns
Know which types of merchandise sell best in particular locations within a store
Begins with 1st impression (starts with exterior building)

5. Exterior Store Design

7. Exterior Store Design First three things a customer sees :
Front Windows- used to display merchandise Ex.- New Nikes at Foot Locker
Front door- closed? Open? Color?
Store Sign- recognizable, designed w/ colors that coordinate with overall image

8. Interior Store Design
What is the target market?

9. The Interior- Selling Space
MOST IMPORTANT IS SELLING SPACE!!!
what customers see each time they visit the store!
Colors of the walls, flooring, fixtures

10. FIXTURES
Fixtures- permanent or moveable store furnishings that hold or display merchandise.

11. Behind the Scenes (also very important)
Receiving Area
Extra Merchandise Area
Supplies Storage
Manager’s area
Heating/Air
All these areas must be well kept and organized for a store to run efficiently

12. Store Layout
Store Layout- arrangement of the store’s merchandise, fixtures, and equipment
Includes:
Placement of cash register
Wrap desk (where you pay)
Fitting rooms
Merchandise arrangement

13. Outdoor World
Louis Vuitton

14. Free Flow Layout
Fixtures and merchandise grouped into free-flowing patterns on the sales floor – no defined traffic pattern
Works best in small stores (under 5,000 square feet) in which customers wish to browse
Works best when merchandise is of the same type, such as fashion apparel
If there is a great variety of merchandise, fails to provide cues as to where one department stops and another starts
Storage, Receiving, Marketing
Underwear
Dressing Rooms
Checkout counter
Clearance Items
Feature
Jeans Casual Wear Stockings
Accessories
Pants
Tops
Skirts and Dresses Hats and Handbags
Open Display Window

15. Spine Layout
Based on single main aisle running from the front to the back of the store (transporting customers in both directions)
On either side of spine, merchandise departments branch off toward the back or side walls
Heavily used by medium-sized specialty stores ranging from 2,000 – 10,000 square feet

16. Grid Layout
Best used in retail environments in which majority of customers shop the entire store
Can be confusing and frustrating because it is difficult to see over the fixtures to other merchandise

17. Loop Layout
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

18. 2.10.14 What are the 4 types of store layouts?
Name them and give an example of each that WAS NOT discussed in class.

19. Apple Store Layout

20. Wal-Mart’s Floor Design

21. Visual Merchandising Look of the entire store
Store’s appearance and atmosphere it projects to everyone who enters

22. Components of Visual Merchandising
1. Display
Presentation of merchandise (clothes, shoes, eyewear, socks, etc.) to attract customers so they will look at the merchandise.
Most important of visual merchandising

23. 2 Types of Displays 1. Promotional Displays
Designed to sell merchandise- sale prices or regular
Can be for new merchandise (new spring clothes or the latest book release)

24. 2 Types of Displays
2. Institutional Displays- usually to commemorate holidays & to generate goodwill for the store.

25. The Color Wheel
Stores uses this to help create a color scheme and image for a store.

26. Interior Displays 2 goals of a promotional display:
Attract customer’s attention
Encourage customers to buy the merchandise
Who creates displays?
Small store: owner or sales associate
Large Store: Visual Manager/Visual Associate

27. Creating Store Displays: 5 STEPS
Generate idea or theme
Determine where the display will be
Meet with management to get approval
Determine which merchandise will be featured
Install the display
Maintain/ Dismantle the display

28. Display Styles
Open Display-features merch. In a setting that allows customer to touch and handle it

29. Display Styles
2. Closed Display- feature glass fronts and sides so customers can see the merchandise, but they can’t touch it.

30. Display Styles
3. Room-Setting Display-assembled to actually look like a room (What would this look like in my room?)