This document discusses store layout and design. It outlines the goals of discussing the primary objectives of store layout/design, steps in planning store layout, fixtures/merchandise presentation and their psychological impact, and how the store communicates sensory information to customers. Specific objectives covered include creating a positive store image and maximizing space productivity. Planning steps reviewed are allocating non-selling and selling space and common circulation patterns like free flow, grid, loop and spine layouts. Fixture types like gondolas, racks and wall fixtures are also outlined.

1. Store Layout and Design
Chapter 13

2. Goals for Chapter 13

3. Goals for Chapter 13
 Discuss two Primary
objectives of store layout
and design

4. Goals for Chapter 13
 Discuss two Primary
objectives of store layout
and design
 Discuss Steps in Planning
the Store Layout

5. Goals for Chapter 13
 Discuss two Primary
objectives of store layout
and design
 Discuss Steps in Planning
the Store Layout
 Discuss Fixtures,
Merchandise Presentation
and Psychological Impact

6. Goals for Chapter 13
 Discuss two Primary
objectives of store layout
and design
 Discuss Steps in Planning
the Store Layout
 Discuss Fixtures,
Merchandise Presentation
and Psychological Impact
 Discuss Sensory
Communication of a Store
to its customers

7. Objectives of Store Environment

8. Objectives of Store Environment
Store Image

9. Objectives of Store Environment
Store Image
Overall Perception
the Consumer has
of the Store’s
Environment

10. Objectives of Store Environment
Store Image
Overall Perception
the Consumer has
of the Store’s
Environment

11. Objectives of Store Environment
Store Image
Overall Perception
the Consumer has
of the Store’s
Environment
Space Productivity

12. Objectives of Store Environment
Store Image
Overall Perception
the Consumer has
of the Store’s
Environment
Space Productivity
How effectively the
retailer uses its
space to generate
sales (and profits)

13. Exhibit 13.1
Elements That Compose the Store
Environment
Visual
Store Planning
Communications
Space Allocation
Retail Identity
Layout
Graphics
Circulation
POS Signage
Store Image
and
Productivity
Store Design Merchandising
Exterior Design Fixture Selection
Ambiance Merchandise Presentation
Lighting Visual Merchandising
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company
All rights reserved.

14. Store Planning - Allocating Space

15. Store Planning - Allocating Space
 Non - Selling Space

16. Store Planning - Allocating Space
 Non - Selling Space
 Back Room

17. Store Planning - Allocating Space
 Non - Selling Space
 Back Room
 Offices and Functional
Space

18. Store Planning - Allocating Space
 Non - Selling Space
 Back Room
 Offices and Functional
Space
 Aisles, Service Areas

19. Store Planning - Allocating Space
 Selling Space

20. Store Planning - Allocating Space
 Selling Space
 Floor Space

21. Store Planning - Allocating Space
 Selling Space
 Floor Space
 Fixtures

22. Store Planning - Allocating Space
 Selling Space
 Floor Space
 Fixtures
 Walls

23. Store Planning - Allocating Space
 Selling Space
 Floor Space
 Fixtures
 Walls
 End Caps

24. Store Planning - Allocating Space
 Selling Space
 Floor Space
 Fixtures
 Walls
 End Caps
 Checkouts

25. Store Planning - Allocating Space
 Non - Selling Space
 Back Room
 Offices and Functional
Space
 Aisles, Service Areas
 Selling Space
 Floor Space
 Fixtures
 Walls
 End Caps
 Checkouts

26. Store Planning - Circulation Pattern

27. Store Planning - Circulation Pattern
Free Flow Layout -
Fixtures and
Merchandise are
grouped in Free-flowing
patterns on the sales
floor

28. Store Planning - Circulation Pattern
Free Flow Layout -
Fixtures and
Merchandise are
grouped in Free-flowing
patterns on the sales
floor

29. Store Planning - Circulation Pattern
Grid Layout - Counters and Fixtures are placed
in long rows or “runs” usually at right angles,
throughout the store

30. Store Planning - Circulation Pattern
Grid Layout - Counters and Fixtures are placed
in long rows or “runs” usually at right angles,
throughout the store

31. Store Planning - Circulation Pattern
Loop Layout - The major customer aisle begins
at the entrance, loops through the store and returns
customer to the front of the store

32. Store Planning - Circulation Pattern
Loop Layout - The major customer aisle begins
at the entrance, loops through the store and returns
customer to the front of the store

33. Store Planning - Circulation Pattern
Spine Layout - The
major customer aisle
runs from the front to
the back of the store,
with merchandise
departments branching
off to the the back side
walls

34. Store Planning - Circulation Pattern
Spine Layout - The
major customer aisle
runs from the front to
the back of the store,
with merchandise
departments branching
off to the the back side
walls

35. A d v a n t a g e s a n d Dis a d v a n t a g e s o f
Fr e e Flo w a n d Gr id La y o u t s
Fr e e Flo w
Adv ant ages
1Allow c for b sin
. ane row g
an w de gfrely
d an rin e
2. I nre dimu p rc s
c ase p lse u hase
3. Visu ap e
al p al
4 F le ility
. xib
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company
All rights reserved.

36. A d v a n t a g e s a n d Dis a d v a n t a g e s o f
Fr e e Flo w a n d Gr id La y o u t s
Fr e e Flo w
Di s adv ant ages
1 Loite gec rag d
. rin nou e
2. P ossib c fu
le on sion
3. Wasteof floor sp e
ac
4C
. ost
5. Diffic ltyof c an g
u le in
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company
All rights reserved.

37. A d v a n t a g e s a n d Dis a d v a n t a g e s o f
Fr e e Flo w a n d Gr id La y o u t s
Gr id
Adv ant ages
1 Lowc
. ost
2. C stomr fam
u e iliarity
3. Me han e osu
rc dise xp re
4 Easeof c an g
. le in
5. Simlifie seurity
p d c
6. P ossib of se rv e
ility lf-se ic
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company
All rights reserved.

38. A d v a n t a g e s a n d Dis a d v a n t a g e s o f
Fr e e Flo w a n d Gr id La y o u t s
Gr id
Di s adv ant ages
1 P lainan u in re g
. d n te stin
2. Lim db sin
ite row g
3. Stimlationof ru d
u she
shop in bhav
p g e ior
4 Lim dc ativ in
. ite re ity
deor
c
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company
All rights reserved.

39. Fixture Types

40. Fixture Types
On-shelf vs. On
Floor

41. Fixture Types
On-shelf vs. On
Floor
Gondola - Common
for Hardlines

42. Fixture Types
On-shelf vs. On
Floor
Gondola - Common
for Hardlines
Racks - Common for
Softlines

43. Fixture Types
On-shelf vs. On
Floor
Gondola - Common
for Hardlines
Racks - Common for
Softlines
Wall Fixtures

44. Fixture Types
On-shelf vs. On
Floor
Gondola - Common
for Hardlines
Racks - Common for
Softlines
Wall Fixtures
End Caps

45. Fixture Types
On-shelf vs. On
Floor
Gondola - Common
for Hardlines
Racks - Common for
Softlines
Wall Fixtures
End Caps
Checkout Fixtures

46. Merchandise Presentation Planning

47. Merchandise Presentation Planning
Six Basic methods

48. Merchandise Presentation Planning
Six Basic methods
Shelving

49. Merchandise Presentation Planning
Six Basic methods
Shelving
Hanging

50. Merchandise Presentation Planning
Six Basic methods
Shelving
Hanging
Pegging

51. Merchandise Presentation Planning
Six Basic methods
Shelving
Hanging
Pegging
Folding

52. Merchandise Presentation Planning
Six Basic methods
Shelving
Hanging
Pegging
Folding
Stacking

53. Merchandise Presentation Planning
Six Basic methods
Shelving
Hanging
Pegging
Folding
Stacking
Dumping

54. Key Psychological Factors

55. Key Psychological Factors
Value / Fashion Image -
presentation of product
influences image customer has
regarding that product

56. Key Psychological Factors
Value / Fashion Image -
presentation of product
influences image customer has
regarding that product
Angles and Sightlines -
Customers view product at 45
degree angle and at eye level.
Where a product is placed on
shelves influences sales

57. Key Psychological Factors
45 degree Value / Fashion Image -
angle sightlines presentation of product
influences image customer has
regarding that product
Angles and Sightlines -
Customers view product at 45
degree angle and at eye level.
Where a product is placed on
shelves influences sales

58. Key Psychological Factors
45 degree Value / Fashion Image -
angle sightlines presentation of product
influences image customer has
regarding that product
Angles and Sightlines -
Customers view product at 45
degree angle and at eye level.
Where a product is placed on
shelves influences sales
Vertical Color Blocking -
Display product in vertical
bands of color

59. Examples of Visual Merchandising
“Visual Merchandising”, the art of attracting
patrons with visual cues, is central to a retailer’s
ability to generate sales. Visual Merchandising got
its start at the turn of the century, when department
stores began using theatrical set design and lighting
to create exotic displays. Today, the way the
departments are arranged, the location of the
escalators, the lighting--all are carefully planned to
earn the store more sales per square foot.
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company
All rights reserved.

60. Examples of Visual Merchandising
Here’s sampling of the techniques stores use to
generate those sales:
Get’m coming and
going. Escalators are
a focal point of many
stores. That makes
them ideal locations
for promotional signs
and for impulse items
like perfume.
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company
All rights reserved.

61. Examples of Visual Merchandising
Lead them to temptation.
Department-store design
incorporates a gauntlet of
goodies to stimulate impulse
buys. Cosmetics, a store’s
most profitable department,
should always be at the main
entrance to the store.
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company
All rights reserved.

62. Examples of Visual Merchandising
Its all in the display. When an
item, such as a watch or a scarf,
is displayed in a glass case, it
implies luxury. An item in a glass
case with a lot of space around it
implies real luxury.
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company
All rights reserved.

63. Examples of Visual Merchandising
“Bazaar? Behavior”. Even “high fashion”
stores aren’t above using the “dumping”
method to display gloves, leather goods,
scarves, and other small items the same
way bargain stores do. These bins have a
way of suggesting a “good buy.”
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company
All rights reserved.

64. Examples of Visual Merchandising
Color is king.
Retailers believe
consumers are more
apt to buy clothes that
appear in full size and
color assortments.
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company
All rights reserved.

65. Examples of Visual Merchandising
Suggestion positioning. Once the
customer has already purchased
one item, it’s easier to sell an
additional item. Thus apparel
retailers strategically place
impulse buys like hair bows and
costume jewelry by the cashier
the same way supermarket
checkouts display candy and
magazines.
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company
All rights reserved.

66. Total Sensory Communication

67. Total Sensory Communication
Sight - discussed
previously

68. Total Sensory Communication
Sight - discussed
previously
Sound - What background
music is playing?

69. Total Sensory Communication
Sight - discussed
previously
Sound - What background
music is playing?
Smell - Potpourri, tobacco,
stale food, fish. Major
influence on buying
emotions.

70. Total Sensory Communication
Sight - discussed
previously
Sound - What background
music is playing?
Smell - Potpourri, tobacco,
stale food, fish. Major
influence on buying
emotions.

71. Total Sensory Communication
Sight - discussed
previously
Sound - What background
music is playing?
Smell - Potpourri, tobacco,
stale food, fish. Major
influence on buying
emotions.
Touch - Is product open to
consumer to feel texture?

72. Total Sensory Communication
Sight - discussed
previously
Sound - What background
music is playing?
Smell - Potpourri, tobacco,
stale food, fish. Major
influence on buying
emotions.
Touch - Is product open to
consumer to feel texture?
Taste - Free samples of
new products at
Supermarkets

73. Summary

74. Summary
The store itself it’s the
most meaningful
communication
between the retailer and
the customer

75. Summary
The store itself it’s the
most meaningful
communication
between the retailer and
the customer
The store environment
must:

76. Summary
The store itself it’s the
most meaningful
communication
between the retailer and
the customer
The store environment
must:
Create an Image

77. Summary
The store itself it’s the
most meaningful
communication
between the retailer and
the customer
The store environment
must:
Create an Image
Increase Productivity