Store Desgin and Visual Merchandising

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Transcript of Store Desgin and Visual Merchandising

Store design (Store Exterior, Interior Layout) And Visual Merchandising


Store environment of REI

REI (Recreational Equipment Inc.) is a privately held American retail corporation organized as a consumers' cooperative, selling outdoor recreation gear, sporting goods, and clothes


H & M Hennes & Mauritz (operating as H&M) is a Swedish retail-clothing company, known for its fast-fashion clothing offerings


Retail today is much more than pure merchandise do you agree???? If yes why??


In this competitive world, retail is fast emerging as theatre. It is about building a story, building a multi-dimensional experience for the customer which is replete(stuffed) with sights, colors, textures, sounds and environment which will leave a lasting impression on the minds of the customers.


So why this design? And why this much importance?


Retailers has to keep an enviromenmet in which shoppers would be comfortable. And as the environment becomes competitive, the retailer first needs to catch the customers eye and draw his attention away from the other stores.


Then what is it then that sets one store apart from another?


It is the image and the perception of the store


Store Image Store Image is the overallperception the customer has of the stores environment.

By incorporating a cafas an integral part of Barnes & Noble bookstores (specialty store),(NY) a very relaxing and casual ambiance is created.9

Concept of store designIn the world of aware consumer, the expectations from a retail store have changed. They no longer go to a store to merely purchase it or avail the service, but thy are looking for a good experience. for example: take two coffee chains Barista same product type of customer (all) customer experience CCD same product youth different customer experience


The concept of retail store design or retail design covers all aspects of the design of a store ,ranging from store frontage, signage, internal elements, merchandising, displays, lighting, graphics, point of sale and decoration. It was earlier art based and now it has a creative science


Store Design Objectives

Implement retailers strategy Influence customer buying behavior Provide flexibility Control design and maintenance costs Meet legal requirements


Store Design and Retail StrategyThe primary objective of store design is implementing the retailers strategy Meets needs of target market Builds a sustainable competitive advantage Displays the stores image


McDonalds remodeled its stores to better appeal to European customers


Influence Customer Buying Behavior

Attract customers to store Enable them to easily locate merchandise Keep them in the store for a long time Motivate them to make unplanned purchases Provide them with a satisfying shopping experience contd.


Todays DemographicsTime limited families are spending less time planning shopping trips and making more decisions in the stores. So retailers are making adjustments to their stores to get people in and out quicker.



Needed to change the merchandise mix

Takes two forms:The ability to physically move store components The ease with which components can be modified

Example: college bookstoresChange their space allocations at the beginning of each semester and the slower in-between periods Use Innovative fixture and wall system17


Control the cost of implementing the store design and maintain the stores appearance Store design influences:

shopping experience and thus sales Labor costs Inventory shrinkage(reduction)


Legal ConsiderationsProtects people with disabilities from discrimination in employment, transportation, public accommodations, telecommunications and activities of state and local government


Legal Considerations


To create and sustain its consumer image, the store design has to:Make it easier for customers to access merchandise,

Clear labeling Fitting rooms in clothing stores Provide consumers with a sense of comfort and sense of belonging, such as Rest areas and refreshment facilities Store appearance conforming to local features and the surrounding area.


To create and sustain its consumer image, the store design has to:Take account of customer aspirations(aim/hope), viz.: A sense of status to confirm expectations of quality or fashion A sense of entertainment in hedonistic(pleasure seeking) shopping situations Recognize and resolve customer needs in accessing the

store, viz: special

facilities for the disabled adequate parking


The principles of store designTotality: Entire store has to be conceived as one unit which draws upon the retailers very reason for existence. Ie; vision and mission statement Focus: while aspiring to create beautiful places for the consumer to ship in, the retailer should not forget that the primary focus within the sore has to be the product or the merchandise. Ease of shopping; The store has been created for the customer, it has to be easy for him to navigate, easy to access and most importantly , simple to understand. Change and Flexibility: Store design has to be adaptable to the environment that they are a part of. Change and flexibility has to be considered from the point of the ever changing consumer needs and store design has to be adaptable to that change.


Elements of store design Exterior store design- the store marquee the storefront2.


Interior store design space planning atmospheric & aesthetics layout


ImportanceThe external store is important in attracting customers and informing them of where the store fits in to their aspirations (desire)and lifestyles The internal store provides in-depth information on how the retailers products fit with their lifestyles and completes the process of persuasion and selling that begins when customers are first attracted to their store.



External environment:

Location of the store Surrounding area

External architecture:

Physical dimensions(store sq feet, store name) Visible materials used, such as brick, stone, metal , glass Structure and shape of the storefront Windows and window displays



External Features:

Car parking Landscaping (scenary) , sculpture (statue), lighting Other external buildings Outdoor seating Number, size and locations near parking and other pedestrian traffic flows Walkways Types of doorways, entrance flooring, lighting

Entrances to the store:




Marquee or logo that is displayed over the store front Other signs and signals


one of the oldest fashion retail store in surat


Requirements of the External Store

Visibility Suitability Accessibility Welcoming Security


VISIBILITYUse features to make the store stand out Giving the store a distinct identity by using materials, texture and color Have a fascia (outlook) that is distinctive and appealing


SUITABILITYThe retailer needs to take into account the external physical and social environment of the store and present an image to customers, employees and the community that it is appropriate to those surroundings.

Adjust to the perception of the local shopping area




Plenty of free parking Less walking distance from parking to store Have good walkways, displays Ramps, safely opening doors,





Widen entrances to reduce sense of crowding Use window display to maintain seasonal empathy (understanding)



Security should not be intimidating (threatening) to the consumer


INTERNAL STOREThe internal store comprises the interior of the store that the customer sees once he has entered the store. Its physical attributes comprise of: 1.Envelope: The internal structure and decoration of the building that provides the physical boundaries within which the shopping takes place. 2. Internal layout: The internal paths customers use in order to view the merchandise. contd.


3. Methods of display: Including the fittings and fixtures; their positioning, 4. Signage: Text, color, coding, etc. 5. Visual merchandising: Displays of items on sale together with models, pictures and other items that illustrate product use or create lifestyle impressions that relate to their use.


Atmospheric is the design of an environment, with the help of visual communication, lightening, color, music, to stimulate the customers perceptual and emotional responses and thereby influence their buying behavior. Philip kotler first introduced this concept.


Aesthetics: takes into consideration several factors like the actual size of the store, the colors and the textures etc. used within the store to create a particular look and feel for the store. Texture deals with the look and feel of materials.


Store layoutStore layout is the way merchandise is laid out for inspection and accessed by consumers.

It determines the appearance of the store. It limits the way in which customers may negotiate their way round the store, which affects customer traffic flow or circulation. These two aspects affect customers impressions of the store and so level of customer spending within the store.