Store layout 2

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Store layout 2

  1. 1. Store Layout and Design Chapter 13
  2. 2. Goals for Chapter 13
  3. 3. Goals for Chapter 13 Discuss two Primary objectives of store layout and design
  4. 4. Goals for Chapter 13 Discuss two Primary objectives of store layout and design Discuss Steps in Planning the Store Layout
  5. 5. Goals for Chapter 13 Discuss two Primary objectives of store layout and design Discuss Steps in Planning the Store Layout Discuss Fixtures, Merchandise Presentation and Psychological Impact
  6. 6. Goals for Chapter 13 Discuss two Primary objectives of store layout and design Discuss Steps in Planning the Store Layout Discuss Fixtures, Merchandise Presentation and Psychological Impact Discuss Sensory Communication of a Store to its customers
  7. 7. Objectives of Store Environment
  8. 8. Objectives of Store Environment Store Image
  9. 9. Objectives of Store Environment Store Image Overall Perception the Consumer has of the Store’s Environment
  10. 10. Objectives of Store Environment Store Image Overall Perception the Consumer has of the Store’s Environment
  11. 11. Objectives of Store Environment Store Image Overall Perception the Consumer has of the Store’s Environment Space Productivity
  12. 12. Objectives of Store Environment Store Image Overall Perception the Consumer has of the Store’s Environment Space Productivity How effectively the retailer uses its space to generate sales (and profits)
  13. 13. Exhibit 13.1 Elements That Compose the Store Environment Visual Store Planning Communications Space Allocation Retail Identity Layout Graphics Circulation POS Signage Store Image and Productivity Store Design Merchandising Exterior Design Fixture Selection Ambiance Merchandise Presentation Lighting Visual Merchandising Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
  14. 14. Store Planning - Allocating Space
  15. 15. Store Planning - Allocating Space Non - Selling Space
  16. 16. Store Planning - Allocating Space Non - Selling Space  Back Room
  17. 17. Store Planning - Allocating Space Non - Selling Space  Back Room  Offices and Functional Space
  18. 18. Store Planning - Allocating Space Non - Selling Space  Back Room  Offices and Functional Space  Aisles, Service Areas
  19. 19. Store Planning - Allocating Space Selling Space
  20. 20. Store Planning - Allocating Space Selling Space  Floor Space
  21. 21. Store Planning - Allocating Space Selling Space  Floor Space  Fixtures
  22. 22. Store Planning - Allocating Space Selling Space  Floor Space  Fixtures  Walls
  23. 23. Store Planning - Allocating Space Selling Space  Floor Space  Fixtures  Walls  End Caps
  24. 24. Store Planning - Allocating Space Selling Space  Floor Space  Fixtures  Walls  End Caps  Checkouts
  25. 25. Store Planning - Allocating Space Non - Selling Space  Back Room  Offices and Functional Space  Aisles, Service Areas Selling Space  Floor Space  Fixtures  Walls  End Caps  Checkouts
  26. 26. Store Planning - Circulation Pattern
  27. 27. Store Planning - Circulation Pattern Free Flow Layout - Fixtures and Merchandise are grouped in Free-flowing patterns on the sales floor
  28. 28. Store Planning - Circulation Pattern Free Flow Layout - Fixtures and Merchandise are grouped in Free-flowing patterns on the sales floor
  29. 29. Store Planning - Circulation Pattern Grid Layout - Counters and Fixtures are placed in long rows or “runs” usually at right angles, throughout the store
  30. 30. Store Planning - Circulation Pattern Grid Layout - Counters and Fixtures are placed in long rows or “runs” usually at right angles, throughout the store
  31. 31. Store Planning - Circulation Pattern Loop Layout - The major customer aisle begins at the entrance, loops through the store and returns customer to the front of the store
  32. 32. Store Planning - Circulation Pattern Loop Layout - The major customer aisle begins at the entrance, loops through the store and returns customer to the front of the store
  33. 33. Store Planning - Circulation Pattern Spine Layout - The major customer aisle runs from the front to the back of the store, with merchandise departments branching off to the the back side walls
  34. 34. Store Planning - Circulation Pattern Spine Layout - The major customer aisle runs from the front to the back of the store, with merchandise departments branching off to the the back side walls
  35. 35. A d v a n t a g e s a n d Dis a d v a n t a g e s o f Fr e e Flo w a n d Gr id La y o u t s Fr e e Flo w Adv ant ages 1Allow c for b sin . ane row g an w de gfrely d an rin e 2. I nre dimu p rc s c ase p lse u hase 3. Visu ap e al p al 4 F le ility . xibRetailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
  36. 36. A d v a n t a g e s a n d Dis a d v a n t a g e s o f Fr e e Flo w a n d Gr id La y o u t s Fr e e Flo w Di s adv ant ages 1 Loite gec rag d . rin nou e 2. P ossib c fu le on sion 3. Wasteof floor sp e ac 4C . ost 5. Diffic ltyof c an g u le inRetailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
  37. 37. A d v a n t a g e s a n d Dis a d v a n t a g e s o f Fr e e Flo w a n d Gr id La y o u t s Gr id Adv ant ages 1 Lowc . ost 2. C stomr fam u e iliarity 3. Me han e osu rc dise xp re 4 Easeof c an g . le in 5. Simlifie seurity p d c 6. P ossib of se rv e ility lf-se icRetailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
  38. 38. A d v a n t a g e s a n d Dis a d v a n t a g e s o f Fr e e Flo w a n d Gr id La y o u t s Gr id Di s adv ant ages 1 P lainan u in re g . d n te stin 2. Lim db sin ite row g 3. Stimlationof ru d u she shop in bhav p g e ior 4 Lim dc ativ in . ite re ity deor cRetailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
  39. 39. Fixture Types
  40. 40. Fixture Types On-shelf vs. On Floor
  41. 41. Fixture Types On-shelf vs. On Floor Gondola - Common for Hardlines
  42. 42. Fixture Types On-shelf vs. On Floor Gondola - Common for Hardlines Racks - Common for Softlines
  43. 43. Fixture Types On-shelf vs. On Floor Gondola - Common for Hardlines Racks - Common for Softlines Wall Fixtures
  44. 44. Fixture Types On-shelf vs. On Floor Gondola - Common for Hardlines Racks - Common for Softlines Wall Fixtures End Caps
  45. 45. Fixture Types On-shelf vs. On Floor Gondola - Common for Hardlines Racks - Common for Softlines Wall Fixtures End Caps Checkout Fixtures
  46. 46. Merchandise Presentation Planning
  47. 47. Merchandise Presentation PlanningSix Basic methods
  48. 48. Merchandise Presentation PlanningSix Basic methods Shelving
  49. 49. Merchandise Presentation PlanningSix Basic methods Shelving Hanging
  50. 50. Merchandise Presentation PlanningSix Basic methods Shelving Hanging Pegging
  51. 51. Merchandise Presentation PlanningSix Basic methods Shelving Hanging Pegging Folding
  52. 52. Merchandise Presentation PlanningSix Basic methods Shelving Hanging Pegging Folding Stacking
  53. 53. Merchandise Presentation PlanningSix Basic methods Shelving Hanging Pegging Folding Stacking Dumping
  54. 54. Key Psychological Factors
  55. 55. Key Psychological Factors Value / Fashion Image - presentation of product influences image customer has regarding that product
  56. 56. Key Psychological Factors Value / Fashion Image - presentation of product influences image customer has regarding that product Angles and Sightlines - Customers view product at 45 degree angle and at eye level. Where a product is placed on shelves influences sales
  57. 57. Key Psychological Factors 45 degree Value / Fashion Image - angle sightlines presentation of product influences image customer has regarding that product Angles and Sightlines - Customers view product at 45 degree angle and at eye level. Where a product is placed on shelves influences sales
  58. 58. Key Psychological Factors 45 degree Value / Fashion Image - angle sightlines presentation of product influences image customer has regarding that product Angles and Sightlines - Customers view product at 45 degree angle and at eye level. Where a product is placed on shelves influences sales Vertical Color Blocking - Display product in vertical bands of color
  59. 59. Examples of Visual Merchandising “Visual Merchandising”, the art of attracting patrons with visual cues, is central to a retailer’s ability to generate sales. Visual Merchandising got its start at the turn of the century, when department stores began using theatrical set design and lighting to create exotic displays. Today, the way the departments are arranged, the location of the escalators, the lighting--all are carefully planned to earn the store more sales per square foot.Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
  60. 60. Examples of Visual Merchandising Here’s sampling of the techniques stores use to generate those sales: Get’m coming and going. Escalators are a focal point of many stores. That makes them ideal locations for promotional signs and for impulse items like perfume.Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
  61. 61. Examples of Visual Merchandising Lead them to temptation. Department-store design incorporates a gauntlet of goodies to stimulate impulse buys. Cosmetics, a store’s most profitable department, should always be at the main entrance to the store.Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
  62. 62. Examples of Visual Merchandising Its all in the display. When an item, such as a watch or a scarf, is displayed in a glass case, it implies luxury. An item in a glass case with a lot of space around it implies real luxury.Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
  63. 63. Examples of Visual Merchandising “Bazaar? Behavior”. Even “high fashion” stores aren’t above using the “dumping” method to display gloves, leather goods, scarves, and other small items the same way bargain stores do. These bins have a way of suggesting a “good buy.”Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
  64. 64. Examples of Visual Merchandising Color is king. Retailers believe consumers are more apt to buy clothes that appear in full size and color assortments.Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
  65. 65. Examples of Visual Merchandising Suggestion positioning. Once the customer has already purchased one item, it’s easier to sell an additional item. Thus apparel retailers strategically place impulse buys like hair bows and costume jewelry by the cashier the same way supermarket checkouts display candy and magazines.Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
  66. 66. Total Sensory Communication
  67. 67. Total Sensory CommunicationSight - discussedpreviously
  68. 68. Total Sensory CommunicationSight - discussedpreviouslySound - What backgroundmusic is playing?
  69. 69. Total Sensory CommunicationSight - discussedpreviouslySound - What backgroundmusic is playing?Smell - Potpourri, tobacco,stale food, fish. Majorinfluence on buyingemotions.
  70. 70. Total Sensory CommunicationSight - discussedpreviouslySound - What backgroundmusic is playing?Smell - Potpourri, tobacco,stale food, fish. Majorinfluence on buyingemotions.
  71. 71. Total Sensory CommunicationSight - discussedpreviouslySound - What backgroundmusic is playing?Smell - Potpourri, tobacco,stale food, fish. Majorinfluence on buyingemotions.Touch - Is product open toconsumer to feel texture?
  72. 72. Total Sensory CommunicationSight - discussedpreviouslySound - What backgroundmusic is playing?Smell - Potpourri, tobacco,stale food, fish. Majorinfluence on buyingemotions.Touch - Is product open toconsumer to feel texture?Taste - Free samples ofnew products atSupermarkets
  73. 73. Summary
  74. 74. SummaryThe store itself it’s themost meaningfulcommunicationbetween the retailer andthe customer
  75. 75. SummaryThe store itself it’s themost meaningfulcommunicationbetween the retailer andthe customerThe store environmentmust:
  76. 76. SummaryThe store itself it’s themost meaningfulcommunicationbetween the retailer andthe customerThe store environmentmust: Create an Image
  77. 77. SummaryThe store itself it’s themost meaningfulcommunicationbetween the retailer andthe customerThe store environmentmust: Create an Image Increase Productivity

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