The document presents a redesign proposal for The Body Shop store layout. It summarizes the history and target customers of The Body Shop. It then analyzes the current store layout and provides suggestions for improvements such as using idea-oriented product presentation, adding signage and greenery to create a more natural atmosphere in line with the brand's ethics. The proposal aims to enhance the customer experience and encourage longer browsing times through an open floor plan and soothing ambient sounds.

1. Presented by: Group 5

2. 1

3. T H E B O D Y S H O P
u Founded in 1976.
u Was acquired first by L'Oréal, and more recently by Natura.
u Social and environmental aspects.
u The Centre mall location opened in 1987.
u There are three store finish styles for The Body Shop.

4. Rebecca
Age: 21
University student,
care about appearance
& fashion. Uses smart
phone and shop online.
Amanda
Age: 45
Local Resident, takes
good care of herself,
aware of economical
and social aspects.
David
Age: 32
White-collar
professional who prefers
all natural and ethical
sourced products.

5. 2

7. Current
Storefront

8. Entrance

10. 3

11. Body Care
Skin
Care
Make up
Cash
Register
Gifts &
Men
Featured Areas
Entrance

18. 4

19. Follow the Accessibility for Ontarian's with Disabilities Act
Create illusion of space with:
p High ceilings
p Mirrors
p Variety of lighting fixtures

20. 5

21. 1.Idea-oriented Presentation
2.Style/Item Presentation
3.Colour Organization
4.Vertical Merchandising
5.Tonnage Merchandising
6.Frontal Presentation

22. 1.Idea-oriented Presentation
2.Style/Item Presentation
3.Colour Organization
4.Vertical Merchandising
5.Tonnage Merchandising
6.Frontal Presentation

23. 1.Idea-oriented Presentation
2.Style/Item Presentation
3.Colour Organization
4.Vertical Merchandising
5.Tonnage Merchandising
6.Frontal Presentation

24. 1.Idea-oriented Presentation
2.Style/Item Presentation
3.Colour Organization
4.Vertical Merchandising
5.Tonnage Merchandising
6.Frontal Presentation

25. 1.Idea-oriented Presentation
2.Style/Item Presentation
3.Colour Organization
4.Vertical Merchandising
5.Tonnage Merchandising
6.Frontal Presentation

26. 1.Idea-oriented Presentation
2.Style/Item Presentation
3.Colour Organization
4.Vertical Merchandising
5.Tonnage Merchandising
6.Frontal Presentation

27. 6

28. ü Customers turn right when entering
ü Decompression Zone
ü When customers stay longer, they buy more
p The more open space, the longer shoppers linger
ü Customers shop by problem or occasion
Retail phenomenon that happened in
The Body Shop store

29. ü Hunters (men) V.S. Gatherers (women)
u Women shopping together like a shopping machine
ü Quick time and Slow time shopping environments
ü Alpha and Beta Mode (Autopilot)
Retail phenomenon that happened in
The Body Shop store

30. 7

31. Featured Areas

32. Details

33. ü Change the flooring to a cleaner and natural colour.
ü Less petition stations.
ü Remove self-contradictory posters.
ü Add product stands for rounded shaped body butter.
Suggestions

34. Window Display

35. Suggestions

36. Lighting
Suggestions
ü Replace some track lights with pot lights
ü Proper placement of spotlights and mirrors
ü Add built in shelf lighting such as strip lights or LED tape-lights

37. Theatrical Effect

38. ü Add category signage (Skin Care, Body Care, Make-up, etc.)
ü Add subcategory signage (scents, ingredients, usage, etc.)
ü Small, hidden speakers playing nature sounds (birds, water, crickets, etc.)
ü Added greenery above all shelves to complement nature soundtrack.
Suggestions

40. Wall Space

41. Suggestions

42. THANK YOU
THE BODY SHOP
F O R L I S T E N I N G
P R E S E N T E D B Y G R O U P 5
A N Y Q U E S T I O N S ?
THE BODY SHOP STORE LAYOUT THE MOST IMPORTANT AND INTRESETING FINDINGS