Store Design

“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.

A GOOD STORE DESIGN HELPS IN……… -Get customers into the store Serves a critical role in the store selection process Important criteria include cleanliness, merchandize display and well-stocked shelves The store itself makes the most significant and last impression

Once 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 buy Retailers 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

Objectives of Good Store Design be consistent with image and strategy positively influence consumer behavior consider costs versus value be flexible

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

Types of Floor Space in Store Back Room – receiving area, stockroom Offices and Other Functional Space – employee break room, store offices, cash office, restrooms Aisles, Service Areas and Other Non-Selling Areas Moving shoppers through the store, dressing rooms, layaway areas, service desks, customer service facilities Merchandise Space Floor Wall

SOME 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.

DEMANDED / 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.

fixtures Primary 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.

TYPES OF FIXTURES USED IN RETAIL FOUR WAY

Gondola

Straight Rack – long pipe suspended with supports to the floor or attached to a wall Round Rack – round fixture that sits on pedestal

Wall Fixtures To 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 inserted Can be merchandised much higher than floor fixtures .

TYPES OF STORE LAYOUT Grid Layout

Grid Layout 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

Can be confusing and frustrating because it is difficult to see over the fixtures to other merchandise Most familiar examples for supermarkets. Best used in retail environments in which majority of customers shop the entire store

Curving/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

Free-Flow Layout Storage, Receiving, Marketing Dressing Rooms Checkout counter Clearance Items Fixture Jeans Casual Wear Stockings Accessories Pants Tops Skirts and Dresses Hats and Handbags Open Display Window

Must provide enough room between fixtures Fixtures and merchandise grouped into free-flowing patterns on the sales floor – no defined traffic pattern Must provide enough room between fixtures Works best in small stores (under 5,000 square feet) in which customers wish to browse Encourages browsing 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  

Spine Layout Variation of grid, loop and free-form layouts Based 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

Ways to Display Window Displays Interior Window Displays Wall Displays Focal Point displays

Window Display Types One Item Display Related Merchandise Display Variety or Assortment Display Merchandise to be PRESENTED in consistent with store image- fashion forward or simple image

Types of merchandise presentation techniques Idea oriented- furniture , linen Color presentation Price lining Frontage presentation- presenting one out of the lot Vertical 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.

Store Front Design Storefronts must: Clearly identify the name and general nature of the store Give some hint as to the merchandise inside Includes all exterior signage In 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.

NIKE STORE RIO DE JANEIRO

MARCO –POLO STORE

Atmospherics The design of an environment via: visual communications lighting color sound scent to stimulate customers’ perceptual and emotional responses and ultimately influence their purchase behavior

Visual Communications Name, logo Directional, departmental and category signage Point-of-Sale (POS) Signage Graphics

Visual Communications Coordinate signs and graphics with store’s image Informative to the customer Keep signs and graphics fresh Use appropriate typefaces and colors on signs

Lighting Important but often overlooked element in successful store design Highlight merchandise Capture a mood Level of light can make a difference Can be used to hide objects as well

Color Can influence behavior Warm colors increase blood pressure, respiratory rate and other physiological responses – attract customers and gain attention but can also be distracting Cool colors are relaxing, peaceful, calm and pleasant – effective for retailers selling anxiety-causing products

Sound & Scent Sound Scent Music viewed as valuable marketing tool Often customized to customer demographics volume and tempo according to crowd and image Scent Smell has a large impact on our emotions Can be administered through time release atomizers or via fragrance-soaked pellets placed on light fixtures