Marketing... for pharmacist...

2. PRESENTED
BY
•NAZIA KOUSAR
•BAKHTAWAR
YOUNAS
•AQEELA RAZA

3. PRINCIPLES &
CHARACTERISTICS OF
LAYOUT DESIGN &
TRAFFIC FLOW
ANALYSIS

4. LAYOUT DESIGN
According to American Marketing Association:
“Store Layout is the interior retail store
arrangement of departments or groupings of
merchandise. It should be organized to provide
for ease of customer movement through the
store and to provide for maximum exposure and
attractive display of merchandise”

6. Importance
It plays significant role in the
development of the customers
perception which have a positive
impact on its sale potential.

8. Objectives of the Store layout
Important criteria
include
 cleanliness
 labeled prices
 Accurate and pleasant
checkout clerks
 and well-stocked shelves

9. Characteristics of layout design
 A medical store layout must be practical,
spacious and welcoming so patients and
workers have an area that is friendly and
convenient.
 While designing a medical store or look for
current facilities to meet medical practice
needs, there's no room for cutting corners.
Depending on the number of patients you treat
and how many staff you employ, you may
need enough space, a large waiting area or
office space for staff

10. Factors Affecting Store Layout
 Total space Available.
 Types of Product/Merchandise offered by the
store.
 Number of department in store .
 Volume and variety ratio in the product line
carried.
 Mode of Operation.
 Movement required in the store locating, picking,
storing the product.
 Target customers and the average number of
customers visiting the store.
 Stock/inventory level.

11. Clerk Or
personal
Service
Self selection
Self
service

12. Clerk or personal
Service
 It is an old traditional
design and is available in
most of small pharmacy
stores.
 This layout design exits for
prescription and selected
non-prescription drugs,
surgical and orthopedic
appliances and supplies.
 It facilitates maximum
interaction between
consumer and pharmacy
personnel.
 In this setup, there is no
provision of self-service
and self-selection.

13. Self-selection
“The action of selecting something for oneself”

14.  In self-selection design, the products are
displayed in a manner that the consumer may
see, handle and select item themselves.
 The prescription item has no possibility of self
selection , but it could be for the nutritional
supplements, cosmetics, contraceptives and
other OTC health related items.

15. Self-service
“practice of serving oneself, usually when
purchasing items.”

16.  Self service design is restricted for layouts
utilizing a minimum of clerk service and
exposes the maximum of products for
consumers to handle.
 It is mostly used in super drugstores but
for the non drug items and commodities.

17. Arrangement of layout design
Various arrangements are available with the
same fundamental purposes such as
 Creation of pleasant environment and image
of the interior
 Shopping with enjoyment
 Encouraging customer traffic
 Motivating impulse buying by browsing and
exploring store merchandizing and spending
more money than originally planned.

18. Components of store atmosphere.
 visual communications
 lighting
 color
 scent
To stimulate customers’ perceptual and
emotional responses and ultimately influence
their purchase behavior.

19. Visual communication
 Visual communication is the
communication of ideas through the visual
display of information. Primarily associated
with two dimensional images, it includes: art,
signs, photography, typography, drawing
fundamentals, color and electronic resources.

20. “
Procative,integrated atmospherics approach to
create a certain look, properly display products,
stimulate shopping behavior, and enhance
physical behavior”
(BERMAN)

21. Lighting is one of the most important
though often overlooked-elements in a
successful store design. Retailers learned
that different types and levels of lighting
can have a significant impact on sales.
 Highlight merchandise
 Capture a mood

22.  Can influence behavior
 Attract customers and gain
attention
 Warm colors increase blood
pressure, respiratory rate
and other physiological
responses
 Cool colors are relaxing,
peaceful, calm and pleasant
– effective for retailers
selling

23. Scent
 Smell has a large impact on our emotions
 Can be administered through time release
atomizers or via fragrance-soaked pellets
placed on light fixtures

24. Styles of layout design
 There are basically two choices available for
layout design of pharmacies.

25. Other styles
Spine layout
Curving/Racet
rack layout
Loop layout
Herringbone
Circulation

26. Grid layout
 In grid layout design all
fittings and counters are
installed at right angle to
one another.
 The product are
displayed in straight and
parallel lines.
 This leads to a maximum
travel time in the store
and thus, maximum
product exposure.
 This product exposure is
known as front-end-
merchandizing

28. advantages
 More product
exposure
 Possibility of self
service
 Familiarity with
products that can be
needed in future.
 Simplified security
and minimum
pilferage
 Maximum utilization
of available space.

29. Disadvantages
 Can be confusing and frustrating because it is
difficult to see over the fixtures to other
merchandise
 Should be employed carefully; forcing
customers to back of large store may frustrate
and cause them to look elsewhere

30. Free flow layout
 In free flow plan, fixtures are irregularly
shaped, such as circles, arches and triangles.
 This layout design allow an unstructured flow
of customer traffic.
 This layout design has greater visual appeal.

31. Advantages
 This layout design
has greater visual
appeal.
 Provides an intimate
and relaxing
environment that
facilitates browsing
and shopping.

32. Disadvantages
 Costly
 Use space non-productively
 confusion.

33. Difference b/w grid and free
flow
Grid layout Free flow layout
Defined traffic pattern Not defined traffic
pattern
best for retail
environment
best for small stores
Not visually exciting
design
Visually relaxing
environment
Aisles and fixtures are
in parallel fashion
Aisles and fixtures are
in asymmetric fashion

34. Spine layout
 Variation of grid, loop and
free-form layouts
 Based on single main aisle
running from the front to the
back of the store (transporting
customers in both directions)
 On either side of spine,
merchandise departments
branch off toward the back or
side walls
 Heavily used by medium-
sized specialty stores ranging
from 2,000 – 10,000 square
feet

35. Curving loop/racetrack layout
design
 The Racetrack layout facilitates the goal of getting
customers to visit multiple departments
 It is also known as ‘Loop’ that provides a major
aisle to facilitate customer traffic with access to
the stores multiple entrances.
 Major customer aisle(s) begins at entrance, loops
through the store (usually in shape of circle,
square or rectangle) and returns customer to front
of store
 Exposes shoppers to the greatest possible
amount of merchandise by encouraging browsing
and cross-shopping

36. s

37. Advantages of Curving
loop/racetrack layout design

38. Spine layout
 Variation of grid, loop and
free-form layouts
 Based on single main aisle
running from the front to the
back of the store (transporting
customers in both directions)
 On either side of spine,
merchandise departments
branch off toward the back or
side walls
 Heavily used by medium-
sized specialty stores ranging
from 2,000 – 10,000 square
feet

40. Circulation plans
 There are six basic store layouts and
circulation plans that all provide a different
experience:
1.Straight plan
2.Pathway plan
3.Diagonal plan
4.Curved plan
5.Varied plan
6.Geometric plan

44. Layout design in pharmacy
settings
 There are basic two types of pharmacy setup
 Hospital pharmacy
 Retail/community pharmacy

51. Traffic flow is the movement of customers
through the store.

52. Types of traffic flow
 There are two basic traffic-flow alternatives
available to the retailer:
 The grid pattern which is characterized by its
structured layout design; and
 The free flow pattern which is less formal in its
appearance.

53. Grid pattern
 A highly structured
format that maximizes
the available display
space. The grid pattern
uses the length and
width of the traffic area
to create clear aisles
and facilitate self-serve
shopping.

54. FREE FLOW PATTERN
 An informal format that
uses a variety of fixtures
to create a relaxed,
unbalanced floor layout.
While the free flow
layout often sacrifices
selling space to create
atmosphere, it does
encourage browsing
and unplanned
purchases.

55. COMBINATION PATTERN
“The combination
pattern incorporates
both grid and free
flow formats to create
atmosphere suited to
the style of products
and shopping
behavior involved”

56. Understanding customer
flow gives information
 flow patterns
 the number of visitors,
 areas that are highly visited
or not visited,
as well as
 customer behavior.

57. PDQ System
PDQ system is a study that how
people move through your store.
 It can tell that how effectively the store
space is being managed
 A successful layout enhances the
production of the entire area.

58. Tips to design store layout
 Don’t place too many items in the front of your store. The area a
few feet from the entrance is known as the decompression zone
 Place impulse or lower-cost items near checkouts and high-
traffic areas
 Put up the right amount of signage in the right areas. Help direct
shoppers to sale or clearance items or other areas of interest
you want trafficked.
 Choose the layout that best suits for store. Make sure that
layout keeps merchandise clearly visible for shoppers to see
and pick up and gives them the personal space they like when
shopping.
 Aisles should be wide enough that customers feel comfortable

59. Effects to maintain customer
flow

60. Panorama shot
The panorama shot is the wide angle
view. It’s the mountaintop vista that
attracts the shopper.

61. How it maintain customer traffic
flow in store
 The panorama shot also helps the
customer understand how the
products are organized.
 In the panorama approach,
merchandise is grouped into three
main stories, or sections.
 The customer can easily
understand these three stories
without getting overwhelmed.
 Once the shopper chooses one of
these three stories, ready for a
closer view.

62. Medium shots
 It focuses on one of your three main
stories. The goal is to set up your
medium shot to guide and lead your
customer through the store.

63. Medium shots draw the customer
inside
They invite her to spend more time in
the store.
 To explore.
 To brows

64. Laws to create excellent traffic
flow
 There are three laws of human nature
 Law #1: Roughly 90 percent of customers will
enter your store, turn right and walk through
the store in a counterclockwise direction.
 Law #2: Wide aisles encourage customers to
walk briskly past your merchandise. Narrow
aisles encourage browsing. Clogged aisles
make customers turn around and leave the
store.
 Law #3: Like moths to a flame, so are
shoppers to light.

65. Don’t forget:
If your customers go too fast,
they lose an opportunity to see
something they will love and buy;
if they move too slow, you may
lose them altogether.

66. References
 http://www.specialtyretailcollective.com/traffic-
flow-make-it-work-to-maximize-sales/
 http://www.slideshare.net/gadekar1986/store-
design-12816038?related=1
 http://www.signs.com/blog/store-layout-and-
customer-flow-does-it-matter-for-smbs/
 http://merchandisingblog.inspire.ca/category/tr
affic-flow/

67.  http://merchandisingblog.inspire.ca/category/tr
affic-flow/
 http://www.tandfonline.com/doi/abs/10.1080/09
593961003701841
 https://www.researchgate.net/publication/2328
69085_Relative_effects_of_store_traffic_and_
customer_traffic_flow_on_shopper_spending
 https://www.business.qld.gov.au/business/runn
ing/retail-design/creating-effective-retail-
displays/improving-customer-traffic

68.  https://www.dlsweb.rmit.edu.au/toolbox/retail/t
oolbox/index.htm?unit_mm/concepts/mmc010
4.htm
 http://www.shopworks.co.uk/file/de71b20c9d5
6b40a9af38affc4752ae4/right-or-wrong-.html
 http://www.irisys.net/queue-management-
blog/topic/customer-traffic-flow
 http://blog.accuware.com/how-can-i-measure-
foot-traffic-and-customer-flow-through-my-
retail-store/