Post on 17-Aug-2015
Store Design
Store Design MEANING OF Store Design Importance Of store Design
Components of Store Design Store Exterior Store Interior
Store Exterior
Place of Location
Marques
Store Entrance
Windows
Door Types
Walkways
Size of the Building
Colors and Materials
Theft Prevention
Store Layout
“Store layout need to guide the customer silently about where he/she wants to go and for exposing him/here to the entire store offering “. ( The Store itself it’s the most meaningful communication between the retailer and the customer )
Store Layout
To develop store layout , store designers must balance objectives that often conflict. For example, the store layout should entice customers to move around the store to purchase more merchandise than they may have originally planned.
However the layout is to complex, customers may find it difficult to locate the merchandises they are looking for and decide not to patronize the store.
Objective of the store design To guide the customers around the store and entice
increase purchase. To create balance between sales and shopping space . To create effective merchandising presentation. Use multilevel to provide sense and varity.
Factors Affecting Store Layout
Total Space available
Types of Products/Merchandises offered by the store.
Number of the departments in Store.
Volume and Varity Ratio in the product line carried.
Mode of operation.
Movement required in the store locating, picking, storing the products.
Target customer and the average number of customers visiting the store.
Degree of change in operation.
Stock / inventory level .
Types of Store Layout
The simplest type of store layout is a free flow layout, in which fixtures and merchandise are grouped into free flowing pattern on the sales floor
Customers are encouraged to flow freely through all the fixtures, because there are usually no defined traffic pattern in store
This type of layout of works well in small stores, usually smaller than 5000 square feet, in which customers wish to browse through all the merchandise
It there is a greater variety of merchandise (for instance, men and women apparel, bedding, and health and beauty aids), a free-flow layout fails to provide cues as to where one department stops and another start confusing the shoppers
Free Flow Layout
Fixtures and Merchandise are grouped in Free-flowing patterns on the sales floor
This layout is used in specialty stores like-: Reebok, Nike
Works best in small stores (under 5,000 square feet) in which customers wish to browse
Advantage-: increased impulse buying
Disadvantage-: possible confusion and waste of floor space
Grid Layout
Another traditional form of store layout is grid layout, in which the counters and fixtures are placed in long rows or runs., usually at right angels, throughout the stores.
In grid layout, customers circulate up down through the fixtures, and in fact the grid layout is often reoffered to as maze.
The most familiar example of the grid layout is are supermarket and drugstore The most familiar example of the grid layout is are supermarket and drugstore
The grid is a true sopping layout, best used in retail environment in which the majority of customers wish to shop the entire store.
Grid Layout
Counters and Fixtures are placed in long rows or runs usually at right angles, throughout the store
This layout is used in grocery, discount store and drugs stores, like- Reliance fresh
Advantages-: Easy to locate merchandise, cost efficient, easy accessible for customers
Disadvantages-: limited browsing and limited creativity in decor
Grid (Straight) Design
Best used in retail environments in which majority of customers shop the entire store
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
Most familiar examples for supermarkets and drugstores
Curving/Loop (Racetrack)Design
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
Race Track
The major customer aisle begins at the entrance, loops through the store and returns customer to the front of the store
Used in departmental stores such as-: Shopper Stop, Ritu Wear.
Free-Flow Layout
Fixtures and merchandise grouped into free- flowing patterns on the sales floor
no Storage, Receiving, Marketing defined traffic pattern Hats and Handbags Underwear Dressing Rooms
Works best in small Stockings stores (under 5,000 Accessories square feet) in which Tops customers wish to browse Checkout counter Casual Wear
Works best when Tops Pants Clearance merchandise is of Skirts and Dresses Items the same type, such as fashion apparel Jeans Feature
If there is a great variety of merchandise, fails to Open Display Window Open Display Window provide cues as to where one department stops and another starts
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 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
In fashion stores the spine is often subtly offset by a change in floor coloring or surface and is not perceived as an aisle
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
Heavily used by medium- sized specialty stores ranging from 2,000 - 10,000 square feet
Example-: United colors of Benetton, Footwear etc
Herringbone Layout
Herringbone Circulation is used for a narrow store of maximum 40 feet width where the highway is a single two way one, bisecting the store along its length with side roads leading to the walls from it.
Example: Toy Shop in Sab Mall, Music World, Plant-M
Store Image
Store Image Mix
Employees Types and Density
Merchandise Types and Density
Fixture types and Density
Sound types and Density.
Odor Types and Density
Visual Types and factors.
Internet Store / Online Retailing
Internet Store / Online Retailing Internet store or E retailers is any business enterprises
whose sales volume comes primarily from e retailing. E-retailing means using interactive computer technology to present a sales message and communicate the sale. E retailing includes all activities involved in selling goods or services directly to final consumer for personal non business use
Characteristics of Internet Store Navigation and Convenience Merchandise Mix Pricing Customer Services Security