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2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
2009 Retail Operations Development
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2009 Retail Operations Development

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  • 1. RETAIL OPERATIONS DEVELOPMENT<br />Sara Tetley, AIA<br />Architect<br />
  • 2. you may have already begun<br />Evaluating your existing retail mix<br />Defining potential new businesses<br />Joint advertising & common store hours<br />Live/work occupancy<br />Renovating historic facades<br />Bringing consumers back<br /> downtown with special events<br />
  • 3. once people are downtown…<br />How do you turn them into retail customers?<br /> Recognize they are there for a unique experience, not for efficiency, and therefore you must provide:<br />Expert friendly assistance<br />Unique merchandise<br />An interesting environment not found<br /> in the big box stores<br />
  • 4. APPEARANCES COUNTstores must appear interesting & inviting at the sidewalk<br />
  • 5. it starts on the street!<br />Evaluate each business entrance:<br />Is it safe & clean?<br />Is it inviting & welcoming?<br />Does it announce itself <br /> with indentifying signage? <br />
  • 6. Windows <br />
  • 7. Storefront Windows are RETAIL BILLBOARDS<br />Shoppers learn EVERYTHING about stores at windows<br />What message are you sending?<br />
  • 8. windows<br />Are a 3-D brand statement<br />Should set a positive tone & make pedestrians pause<br />
  • 9. windows<br />Great displays will lure shoppers inside<br />The more shoppers inside the store, the better chance for multiple purchases<br />
  • 10. corner windows<br />Corner storefronts are significant- they help keep pedestrians moving<br />Empty corner storefronts will discourage pedestrians from crossing to the next block<br />
  • 11. Windows “how-to”<br />
  • 12. establish a theme & integrate props <br />Such as:<br />Western<br />Basketball<br />Fishing<br />Seasons<br />
  • 13. use simple repetitive objects<br />
  • 14. use found objects<br />
  • 15. flexible backdrops<br />
  • 16. window graphics<br />Graphic statements can define a function or add interest to the merchandise<br />
  • 17. night lighting<br />
  • 18. Signage + branding<br />
  • 19. signage +branding<br />Signs and store logos define each store by their individual style<br />The colors and font type used should reflect the brand and merchandise<br />
  • 20. signage +branding<br />
  • 21. identity reinforcedat every sign <br />
  • 22. Store logo and signage should be carried through onto hang tags, business cards and shopping bags<br />These reinforce your style and are walking advertisements after the purchase is made<br />hang tags business cardslabels + bags<br />
  • 23. Interiors<br />
  • 24. Feature displays<br />
  • 25. secondary displays<br />Work like a pinball machine<br />Should vary in height<br />
  • 26. make the back wall visible<br />Draw the customers to the back with<br />Change of wall color<br />Specialty merchandise displays<br />Clearance items<br />
  • 27. Grouping merchandise<br />
  • 28. group by color<br />
  • 29. group by combination<br />
  • 30. Fabrication type<br />
  • 31. Let the customer know more <br />Provide information about special products<br />Offer samples<br />Group staff favorites<br />
  • 32. Impulse items<br />Offer add-ons at the cash wrap<br />Offer inexpensive pick-up items on the<br />Sales floor<br />
  • 33. summary<br />Look carefully at the store <br />from the customers viewpoint:<br />Signage should reflects the brand<br />Entrance and windows must be appealing<br />Merchandise must be useful or unique<br />Focal points and product placement must be<br /> able to keep their interest<br />

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