The document discusses store layout, design, and visual merchandising. It covers objectives of store design like being consistent with the retailer's image. It describes common layout types like grid, racetrack, and free-form and provides examples. It also discusses space planning, prime locations for merchandise, visual merchandising techniques, and creating an overall store environment through elements like lighting, color, scent, and music.
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
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6. Tradeoff in Store Design
Easy of locating
merchandise for
planned purchases
Exploration of
store, impulse
purchases
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7. Types of Store Layouts
• Grid
• Racetrack
• Free Form
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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?
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9. Grid Store Layout
Receiving & storage
Fruit
Books, magazines, seasonal Cart
display area
Vegetables Checkouts
Entrance
Office &
customer
service
Exit
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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
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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
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14. Free-Form Layout
Storage, Receiving, Marketing
Hats and Handbags
Underwear Dressing Rooms
Stockings
Accessories
Tops
Checkout counter
Casual Wear
Tops
Pants
Clearance
Skirts and Dresses
Items
Jeans
Feature Feature
Open Display Window Open Display Window
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16. Display Areas
Feature areas
– End caps
– Promotional aisle
– Freestanding
fixtures
– Point-of-sale areas
– Walls
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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
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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?
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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
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20. Prime Locations for Merchandise
• Highly trafficked areas
– Store entrances
– Near checkout counter
• Highly visible areas
– End aisle
– Displays
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21. Special Considerations
• Avoid the “butt-brush” effect.
• Make merchandise accessible.
• Allow a transition zone.
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30. Evaluating Space Productivity
Productivity ratios are output/input
– Sales per square foot
– Sales per linear foot
– Gross or contribution margin per square foot
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37. Creating a Store Environment
Color Lighting
Store Atmosphere
Scent Music
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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.
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39. Lighting
• Highlight merchandise.
• Structure space and
capture a mood.
• Downplay features.
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