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Store Image                                                 Store Image              Chapter 13           is the overall p...
These Warning Signs May                             Allocating Space                                                      ...
Advantages and Disadvantages of                                                                     Advantages and Disadva...
Planning Fixtures and                                                 Merchandise PresentationhIt costs over $20 million t...
Examples of Visual Merchandising                                                                     Examples of Visual Me...
Examples of Visual Merchandising                                                                        Store Layout Consi...
Name, Logo and Retail Identity at KMart    Visual Communications                                               Kmart chang...
Point-of-Sale (POS) Signage  Point-of-Sale (POS) Signage                  POS signage for clearance                       ...
Merchandise Productivity Analysis           Merchandise Productivity Analysis              Merchandise Productivity Analys...
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13 store layout & design new

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this is a layout of a ethinic store

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Transcript of "13 store layout & design new"

  1. 1. Store Image Store Image Chapter 13 is the overall perception the consumer Store Layout and Design has of the store’s environment. Elements That Compose Objectives of the Store the Store Environment Environment Tasks to create desired store image and increase productivity: 1. Get customers into the store (market image). 2. Convert them into customers buying merchandise once inside the store (space productivity). 3. Do this in the most efficient manner possible. Store Planning Store Planning Floorplan1. Allocating Space is a schematic that shows where2. Circulation merchandise and customer service3. Shrinkage Prevention departments are located, how customers circulate through the store, and how much space is dedicated to each department. 1
  2. 2. These Warning Signs May Allocating Space Indicate a Space Problem Types of space needed:1. Back room2. Office and other functional spaces3. Aisles, services areas, and other nonselling areas of the main sales floor4. Wall merchandise space5. Floor merchandise space Circulation Advantages and Disadvantages Free Flow Layout of Free Flow Layout Free Flow Advantages 1. Allowance for browsing and wandering freely 2. Increased impulse purchases 3. Visual appeal 4. Flexibility Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved. The Disney Store’s effective use Advantages and Disadvantages of the Free-Flow Design Free- of Free Flow Layout Approximately 250 million consumers visit Disney’s Free Flow entertainment retail outlets each year. New store Disadvantages designs showcase merchandise in an engaging and contemporary fashion, keeping pace with evolving1. Loitering encouraged retail trends. Technological elements - including a2. Possible confusion front-of-store media wall3. Waste of floor space that engages guests with Disney programming,4. Cost and interactive kiosks -5. Difficulty of cleaning setting the stage for the Disney Store in the 21st century. Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved. 2
  3. 3. Advantages and Disadvantages of Advantages and Disadvantages of Grid Layouts Grid Layouts Grid Grid Advantages Disadvantages1. Low cost 1. Plain and uninteresting2. Customer familiarity 2. Limited browsing3. Merchandise exposure4. Ease of cleaning 3. Stimulation of rushed shopping behavior5. Simplified security6. Possibility of self-service 4. Limited creativity in decor Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved. All rights reserved. Circulation Circulation Loop Layout Spine Layout Floorplan: Floorplan: Floorplan: Floorplan: Clarence Sander’s Piggly Wiggly Kohl’s 3
  4. 4. Planning Fixtures and Merchandise PresentationhIt costs over $20 million to build a new department store and $7 to $10 million for 1. Fixture Types a redo. 2. Merchandise Presentation PlanninghAn Office Depot has over 1,700 linear 3. Selecting Fixtures and Merchandise feet of fixtures. A 100,000-square-foot 100,000- square- Presentation Methods Burdines Department Store has about 4. Visual Merchandising 1,000 fixtures, half are for hanging apparel.Merchandise Presentation Planning Merchandise Presentation Planning Methods of Merchandise Presentation Psychological Factors to Consider When1. Shelving Merchandising Stores2. Hanging 1. Value/fashion image3. Pegging4. Folding 2. Angles and sightlines5. Stacking 3. Vertical color blocking6. Dumping 45-Degree Customer Sightline 45- Vertical Color Blocking 4
  5. 5. Examples of Visual Merchandising Examples of Visual Merchandising Here’s sampling of the techniques stores use to “Visual Merchandising”, the art of generate those sales:attracting patrons with visual cues, is central to a Get’m coming andretailer’s ability to generate sales. Visual going. Escalators areMerchandising got its start at the turn of the a focal point of many stores. That makescentury, when department stores began using them ideal locationstheatrical set design and lighting to create exotic for promotional signsdisplays. Today, the way the departments are and for impulse items like perfume.arranged, the location of the escalators, thelighting--all are carefully planned to earn thestore more sales per square foot. Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved. All rights reserved.Examples of Visual Merchandising Examples of Visual Merchandising Lead them to temptation. Its all in the display. When an Department-store design item, such as a watch or a scarf, incorporates a gauntlet of is displayed in a glass case, it goodies to stimulate impulse implies luxury. An item in a glass buys. Cosmetics, a store’s most profitable department, case with a lot of space around it should always be at the main implies real luxury. entrance to the store. Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved. All rights reserved.Examples of Visual Merchandising 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.” 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 Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved. All rights reserved. 5
  6. 6. Examples of Visual Merchandising Store Layout Considerations h High margin items should be placed in high traffic areas. h High demand items should be placed in low traffic Suggestion positioning. Once the areas. customer has already purchased h Complementary items should be placed near each other. one item, it’s easier to sell an additional item. Thus apparel h Seasonal needs should be considered. retailers strategically place h Items needing frequent restocking should be placed near impulse buys like hair bows and costume jewelry by the cashier storerooms or cash registers. the same way supermarket h Larger departments should be placed in lower traffic checkouts display candy and areas. magazines. h Shopping behavior and operational considerations Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved. should be recognized. Interior Design Store Design The low cost, no frills flooring combined with the low cost metal shelving help to convey the low price image in this1. Storefront Design discount retail display for Barbie.2. Interior Design3. Lighting Design4. Sounds and Smells: Total Sensory Marketing Signs and Lighting Lighting DesignhSigns and graphics provide information Contemporary lighting design requires an in- and can add personality, beauty, and depth knowledge of electrical engineering and the effect of light on color and texture. The romance to a store’s image Limited, as many specialty apparel retailers,hGood lighting should do more than has found that lower light levels help convey illuminate space. It can highlight a more fashion oriented image. merchandise, sculpt space, and capture a mood that enhances a store’s image. • Popping the MerchandisehA typical 100,000 sq.ft. department store has over 1000 light fixtures. 6
  7. 7. Name, Logo and Retail Identity at KMart Visual Communications Kmart changed its logo to the big red “K” in an effort to reflect its move into an1. Name, Logo, and Retail Identity upscale environment and2. Institutional Signage away from its old polyester3. Directional, Departmental, and Category and blue-light image. Signage4. Point-of-Sale (POS) Signage Point- of-5. Lifestyle Graphics Directional, Departmental, Departmental Signage and Category Signage Departmental signage serve as the highest level of organization in an overall signage Directional and Departmental Signage program. These signs are usually largeare large signs that are usually placed fairly and placed fairly high, so they can be seen throughout the high to they can store. be seen throughout the store. Directional, Departmental, Category Signage and Category Signage Category signage helps consumers negotiate throughout the store to find Category Signage the product categories they are lookingare smaller than directional and departmental for. The size of category signage signage and are intended to be seen from a varies widely from a lettering shorter distance; they are located on or close that is a few feet in height to to the fixture itself where the merchandise is merely inches. displayed. 7
  8. 8. Point-of-Sale (POS) Signage Point-of-Sale (POS) Signage POS signage for clearance and sale items tend to be in Point-of-Sale Signage Point- of- red to draw a consumer’s is relatively small signage that is placed attention. very close to the merchandise and is intended to give details about specific items. Merchandise Productivity Analysis Merchandise Productivity Analysis Space Productivity Category Juniors Total Sales 259,645 Space Productivity Sale as % Total 3.9 represents how effectively the retailer Total Sq. Ft. 1,602 utilizes its space and is usually Sq. Ft % Total 2.9 measured by sales per square foot of Sales per Sq. Ft. 162.08 selling space or gross margin dollars Total G.M. $ 211,497 per square foot of selling space. G.M. $ % Total 4.57 Space Productivity Index 1.58 Merchandise Productivity Analysis Merchandise Productivity Analysis Merchandise Productivity Analysis Merchandise Productivity AnalysisCategory Womens Category MensTotal Sales 170,819 Total Sales 751,604Sale as % Total 2.6 Sale as % Total 11.3Total Sq. Ft. 1.934 Total Sq. Ft. 3,591Sq. Ft % Total 3.5 Sq. Ft % Total 6.5Sales per Sq. Ft. 88.33 Sales per Sq. Ft. 209.30Total G.M. $ 148,899 Total G.M. $ 603,330G.M. $ % Total 3.22 G.M. $ % Total 13.05Space Productivity Index .092 Space Productivity Index 2.01 8
  9. 9. Merchandise Productivity Analysis Merchandise Productivity Analysis Merchandise Productivity Analysis Merchandise Productivity AnalysisCategory Housewares Category CosmeticsTotal Sales 457,795 Total Sales 75,160Sale as % Total 6.8 Sale as % Total 1.1Total Sq. Ft. 3,591 Total Sq. Ft. 608Sq. Ft % Total 6.5 Sq. Ft % Total 1.1Sales per Sq. Ft. 127.48 Sales per Sq. Ft. 123.62Total G.M. $ 254,979 Total G.M. $ 55,913G.M. $ % Total 5.51 G.M. $ % Total 1.21Space Productivity Index 0.85 Space Productivity Index 1.10 Merchandise Productivity Analysis Merchandise Productivity Analysis Merchandise Productivity Analysis Merchandise Productivity AnalysisCategory Total Hardlines Category Non-SellingTotal Sales 3,655,480 Total Sales -----Sale as % Total 54.8 Sale as % Total -----Total Sq. Ft. 29,061 Total Sq. Ft. 2,652Sq. Ft % Total 52.6 Sq. Ft % Total 4.8Sales per Sq. Ft. 125.79 Sales per Sq. Ft. -----Total G.M. $ 2,084,914 Total G.M. $ -----G.M. $ % Total 45.08 G.M. $ % Total -----Space Productivity Index 0.86 Space Productivity Index ----- Merchandise Productivity Analysis Merchandise Productivity AnalysisCategory Total ScoresTotal Sales 6,675,564Sale as % Total 100.0Total Sq. Ft. 55,250Sq. Ft % Total 100.0Sales per Sq. Ft.Total G.M. $ 4,624,480G.M. $ % Total 100.0Space Productivity Index 1.00 9

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