2009 Retail Operations Development

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2009 Retail Operations Development

  1. 1. RETAIL OPERATIONS DEVELOPMENT<br />Sara Tetley, AIA<br />Architect<br />
  2. 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. 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. 4. APPEARANCES COUNTstores must appear interesting & inviting at the sidewalk<br />
  5. 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. 6. Windows <br />
  7. 7. Storefront Windows are RETAIL BILLBOARDS<br />Shoppers learn EVERYTHING about stores at windows<br />What message are you sending?<br />
  8. 8. windows<br />Are a 3-D brand statement<br />Should set a positive tone & make pedestrians pause<br />
  9. 9. windows<br />Great displays will lure shoppers inside<br />The more shoppers inside the store, the better chance for multiple purchases<br />
  10. 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. 11. Windows “how-to”<br />
  12. 12. establish a theme & integrate props <br />Such as:<br />Western<br />Basketball<br />Fishing<br />Seasons<br />
  13. 13. use simple repetitive objects<br />
  14. 14. use found objects<br />
  15. 15. flexible backdrops<br />
  16. 16. window graphics<br />Graphic statements can define a function or add interest to the merchandise<br />
  17. 17. night lighting<br />
  18. 18. Signage + branding<br />
  19. 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. 20. signage +branding<br />
  21. 21. identity reinforcedat every sign <br />
  22. 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. 23. Interiors<br />
  24. 24. Feature displays<br />
  25. 25. secondary displays<br />Work like a pinball machine<br />Should vary in height<br />
  26. 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. 27. Grouping merchandise<br />
  28. 28. group by color<br />
  29. 29. group by combination<br />
  30. 30. Fabrication type<br />
  31. 31. Let the customer know more <br />Provide information about special products<br />Offer samples<br />Group staff favorites<br />
  32. 32. Impulse items<br />Offer add-ons at the cash wrap<br />Offer inexpensive pick-up items on the<br />Sales floor<br />
  33. 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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