RM Final PPT

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Transcript of RM Final PPT

Store Layout , Store Design&

Visual Merchandising

Presented by: - Gaurang Pandya

Goals

Goals for Chapter 13

Discuss two Primary objectives of store layout and design

Goals for Chapter 13

Discuss two Primary objectives of store layout and design

Discuss Steps in Planning the Store Layout

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

Objective of the study

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

Objectives of Store Environment

Objectives of Store Environment

Store Image

Objectives of Store Environment

Store ImageOverall Perception

the Consumer has of the Store’s Environment

Objectives of Store Environment

Store ImageOverall Perception

the Consumer has of the Store’s Environment

Objectives of Store Environment

Store ImageOverall Perception

the Consumer has of the Store’s Environment

Space Productivity

Objectives of Store Environment

Store ImageOverall Perception the

Consumer has of the Store’s Environment

Space ProductivityHow effectively the

retailer uses its space to generate sales (and profits)

Elements That Compose the Store Environment

Visual Communications

Retail Identity Graphics POS Signage

Store Planning

Space Allocation Layout Circulation

Store Design

Exterior Design Ambiance Lighting

Merchandising

Fixture Selection Merchandise Presentation Visual Merchandising

Store Image and

Productivity

Store Planning - Allocating Space

Store Planning - Allocating Space Non - Selling Space

Store Planning - Allocating Space Non - Selling Space

Back Room

Store Planning - Allocating Space Non - Selling Space

Back Room Offices and Functional

Space

Store Planning - Allocating Space Non - Selling Space

Back Room Offices and Functional

Space Aisles, Service Areas

Store Planning - Allocating Space

Selling Space

Store Planning - Allocating Space

Selling Space Floor Space

Store Planning - Allocating Space

Selling Space Floor Space Fixtures

Store Planning - Allocating Space

Selling Space Floor Space Fixtures Walls

Store Planning - Allocating Space

Selling Space Floor Space Fixtures Walls End Caps

Store Planning - Allocating Space

Selling Space Floor Space Fixtures Walls End Caps Checkouts

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

Store Planning - Circulation Pattern

Store Planning - Circulation Pattern Free Flow Layout -

Fixtures and Merchandise are grouped in Free-flowing patterns on the sales floor

Store Planning - Circulation Pattern Free Flow Layout -

Fixtures and Merchandise are grouped in Free-flowing patterns on the sales floor

Store Planning - Circulation Pattern Grid Layout - Counters and Fixtures are placed

in long rows or “runs” usually at right angles, throughout the store

Store Planning - Circulation Pattern Grid Layout - Counters and Fixtures are placed

in long rows or “runs” usually at right angles, throughout the store

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

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

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

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

Advantages and Disadvantages ofFree Flow and Grid Layouts

Free Flow

Advantages

1. Allowance for browsing and wandering freely

2. Increased impulse purchases

3. Visual appeal

4. Flexibility

Advantages and Disadvantages ofFree Flow and Grid Layouts

Disadvantages1. Loitering encouraged2. Possible confusion 3. Waste of floor space4. Cost5. Difficulty of cleaning

Free Flow

Advantages and Disadvantages ofFree Flow and Grid Layouts

Advantages1. Low cost2. Customer familiarity 3. Merchandise exposure4. Ease of cleaning5. Simplified security6. Possibility of self-service

Grid

Advantages and Disadvantages ofFree Flow and Grid Layouts

Disadvantages

1. Plain and uninteresting

2. Limited browsing

3. Stimulation of rushed shopping behavior

4. Limited creativity in decor

Grid

Fixture Types

Fixture Types

On-shelf vs. On Floor

Fixture Types

On-shelf vs. On Floor

Gondola - Common for Hardlines

Fixture Types

On-shelf vs. On Floor

Gondola - Common for Hardlines

Racks - Common for Softlines

Fixture Types

On-shelf vs. On Floor

Gondola - Common for Hardlines

Racks - Common for Softlines

Wall Fixtures

Fixture Types

On-shelf vs. On Floor

Gondola - Common for Hardlines

Racks - Common for Softlines

Wall Fixtures End Caps

Fixture Types

On-shelf vs. On Floor Gondola - Common

for Hardlines Racks - Common for

Softlines Wall Fixtures End Caps Checkout Fixtures

Merchandise Presentation Planning

Merchandise Presentation Planning

Six Basic methods

Merchandise Presentation Planning

Six Basic methodsShelving

Merchandise Presentation Planning

Six Basic methodsShelvingHanging

Merchandise Presentation Planning

Six Basic methodsShelvingHangingPegging

Merchandise Presentation Planning

Six Basic methodsShelvingHangingPeggingFolding

Merchandise Presentation Planning

Six Basic methodsShelvingHangingPeggingFoldingStacking

Merchandise Presentation Planning

Six Basic methodsShelvingHangingPeggingFoldingStackingDumping

Key Psychological Factors

Key Psychological Factors

Value / Fashion Image - presentation of product influences image customer has regarding that product

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

Key Psychological Factors

45 degree angle sightlines

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

Key Psychological Factors

45 degree angle sightlines

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

Vertical Color Blocking - Display product in vertical bands of color

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.

Examples of Visual MerchandisingHere’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.

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.

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.

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.”

Examples of Visual Merchandising

Color is king. Retailers believe consumers are more apt to buy clothes that appear in full size and color assortments.

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.

Total Sensory Communication

Total Sensory Communication Sight - discussed

previously

Total Sensory Communication Sight - discussed

previously Sound - What background

music is playing?

Total Sensory Communication Sight - discussed

previously Sound - What background

music is playing? Smell - Potpourri, tobacco,

stale food, fish. Major influence on buying emotions.

Total Sensory Communication Sight - discussed

previously Sound - What background

music is playing? Smell - Potpourri, tobacco,

stale food, fish. Major influence on buying emotions.

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?

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

Summary

Summary The store itself it’s the

most meaningful communication between the retailer and the customer

Summary The store itself it’s the

most meaningful communication between the retailer and the customer

The store environment must:

Summary The store itself it’s the

most meaningful communication between the retailer and the customer

The store environment must:Create an Image

Summary The store itself it’s the

most meaningful communication between the retailer and the customer

The store environment must:Create an ImageIncrease Productivity