2. Lecture Objectives
• To explore how store design can influence
the shopper’s patronage decisions
• To define how store design creates a
controlled environment for the shopper
• To define the ambient, social and design
dimensions of the store environment
3. Baker’s framework (1986)
• Three critical dimensions
– Design
• Architecture
• Layout
• Display
– Social
• Low, moderate, high contact
– Ambient
• Atmospheric dimensions
5. Elaboration Likelihood Model
Developed by Petty and Cacioppo (1986)
• Cognitive Responses to promotional stimuli
• ELM adds an extra level of detail to MR
Model
6. The store environment
• Convenience
• Attractiveness
• Design as a means of achieving image
differentiation
• Now a key element in the competition
between physical and electronic shopping
alternatives
• Focus on the experience
7. The Design Element
Concerns the control of more tangible
(foreground) elements of a store’s interior
to create appropriate shopping
environment for target shoppers.
Design Fit ?
Prototype Method
Simulation-CAD
Laboratory Testing
8. Store design and atmosphere
• Extension of advertising and promotion
• Why is design important:
– Pleasant shopping experience
– Convey messages about price, quality, service, values etc
– Reinforce brand name(s)
• New ideas:
– Retail theatre
– Feng Sui
• Design should take account of :
–
–
–
–
branding and positioning,
customer flow, space utilisation, access, IT infrastructure
flexibility, safety and security
Store atmosphere: sight, sound, smell and touch
13. Grid Layout
• Advantages
high degree of traffic control
high traffic capacity
high assortment exposure
space utilization
low effective cost
High volume low involvement retailer
15. Free-flow Layout
• Advantages
easy access to all parts of store
enhanced shopping experience
ability to provide customer service
High street shop design
17. Boutique Layout
• Advantages
compromise between store experience and efficiency
moderate shopping experience
moderate ability to provide customer service
moderate levels of traffic control, traffic capacity and space
utilization
Shop within a shop
25. Summary
• Store design is a key in supporting brand
values and proposition
• It is also key to maximising sales potential
• BALANCE IS KEY
shopper
satisfaction
Store efficiency
Editor's Notes
This lecture kicks off the next subject area – retailing. In this first lecture there are a number of objectives: