Feature Areas

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Feature Areas

  1. 1. Feature Areas Created by: Lacey Bierle and Jade Riesland
  2. 2. Feature Areas • Retailers can guide customers through stores according to the placement of feature areas • Feature Areas are areas within a store designed to get the customer’s attention • Feature Areas include: 1. Entrances 2. Freestanding displays 3. Cash wraps 4. End caps 5. Promotional aisles or areas 6. Walls 7. Windows 8. Fitting Rooms
  3. 3. Entrances • Often referred to as the “decompression zone” • Customers are adjusting to the new environment
  4. 4. Freestanding Displays • Fixtures or mannequins located on aisles designed primarily to attract customers attention and bring them into a department.
  5. 5. Cash Wraps • Also known as point-of-purchase (POP) counters or checkout areas • Used to display impulse items • Discount and extreme value retailers and category specialists use centralized checkouts at the front of their stores • Department stores have traditionally placed cash wraps off the main aisle within each department
  6. 6. End Caps • Displays located at the end of an aisle. • Retailers use end caps to display: – Seasonal – Temporary – Promotional Items – High-Margin Items
  7. 7. Promotional Aisle or Area • A space used to display merchandise that is being promoted • Some stores that use promotional aisles or areas include: – Walgreens – CVS – The Gap
  8. 8. Walls • Retail floor space is limited • Merchandise can be stored on shelving and racks and coordinated with displays, photographs, or graphics featuring the merchandise.
  9. 9. Windows • Can be an important component of the store layout • Window displays can help draw customers into the store • Provide a visual message about: – the type of merchandise offered in the store – the type of image the store wishes to portray • Should be tied to the merchandise and other displays in the store
  10. 10. Fitting Rooms • Crucial space in which customers decide whether to make a purchase. • Fitting Rooms must be: – Large – Clean – Comfortable

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