STORE LAYOUT & DESIGN.

Akeeb Siddiqui.

A WELL DESIGNED STORE…

Entrance: creates expectation and offers promises, store front should entice ,a single message – positive store image

Clutter at the start- can create confusion and disorientation, uncomfortable feeling

Inside the store: leads the customer through the store journey-using lighting, signage, display leads customer – through path of discovery

Checkout : store visit conclusion

OBJECTIVES

Critical issues retailers consider in designing a store

Advantages/Disadvantages of alternative store layout

How is store floor space assigned to merchandise and department

Best techniques for merchandise presentation

STORE DESIGN OBJECTIVE

Implement the retailers strategy Influence the customer buying behavior Provide flexibility control design and maintenance costs meet legal requirements

STORE DESIGN AND RETAIL STRATEGY

Primary objective: to implement retailers strategy

Design- consistent and reinforce the retailers strategy by meeting the needs of the target market and building a competitive advantage. Eg Sam`s-price sensitive- floor design and racks – metal and concrete to reinforce the brand image

Flooring and shelving also affect retailers image: glass-elegance

INFLUENCE CUSTOMER BUYING BEHAVIOR

Store design- should attract customers, enable them to locate merchandise, keep them in the store for as long time, motivate them to make unplanned, impulse purchase and provide them with a satisfied customer experience.

Buying behavior-influences store design: rise in nuclear families-limited time

e.g. P&G: “first moment of truth”- first 3-7 seconds, customer notices an item on the store shelf . Mkt research – customers do not walk down one aisle and up the next. Park at the end of aisle-walk partway to pick the product and return to the cart. Hence puts its best selling brands at the middle of the aisle

FLEXIBILITY

Dynamic business- what may work today, may not be applicable tomorrow- need to change the merchandise mix- need to change layout

attempt to design stores with max flexibility. Two forms: ability to physically move and

store the components, and the ease with which components can be modified

Book stores

COST

Cost of implementing the store design and maintain the store appearance

Free form design – costly- can encourage the customers to explore and increase sales

More lighting- expensive jewelry and other merchandise

Good lighting- can make the merchandise look better and increase sales

Store design – affect labor costs- traditional dept stores with diff depts – comfortable shopping, but require one person constantly to provide service

LAYOUT

Need to determine the basic layout of the store Use signage to guide customers through the store and

assist them in locating and finding info about merchandise variety of approaches used to feature specific products layouts- method of encouraging customer exploration –

present them with a layout which facilitates a specific traffic pattern.

Eg Toys R us uses a specific layout which forces customers to move through a sections of inexpensive impulse purchase products to larger more expensive goods

3 types of layouts- Grid- Racetrack- free form

GRID LAYOUT

Bakery

Fruits

Vegetables

Clothing

Electrical & Electronics

OfficeEntranceExit

CheckoutsCarts

GRID LAYOUT

Has parallel aisles with merchandise on shelves on both sides of aisles, Cash registers

located at the entrance/exitWell suited for shopping trips in which customer needs to move through entire store and easily locate the products they want to buy. Eg grocery – supermarkets.Cost efficient, less wasted space, all aisles are of same width.Use of shelves- more merchandise on sales floor.Low cost standardized fixtures

Not visually exciting design customers not exposed to all of the merchandise

RACETRACK/LOOP LAYOUT

RACETRACK LAYOUTProvides a major aisle that loops around the store to guide customer traffic around various depts. To direct customers

through the stores, aisles must be defined by change in surface/color. cash register stations are typically located in

each dept bordering the racetrack Facilitates the goal of getting customers to see the merchandise available in multiple depts and facilitate impulse purchase. Customers forced to take diff viewing angles.

Customers forced to take diff viewing angles.

FREE FORM LAYOUT

Display

Display

Checkout

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FREE FORM LAYOUT

FREE FORM LAYOUT

Boutique layout, arranges fixtures and aisles in an asymmetric pattern. Use in small

specialty stores or within depts of large stores

Provides an intimate and relaxing environment that facilitates shopping and browsing

No well defined traffic pattern, customers are not drawn towards the store naturally. Personal selling becomes more important . Layout sacrifices some retail storage and display space to create a more spacious environment

SIGNAGE AND GRAPHICS

Help customers locate specific products and departments, provide specific information, and suggest items or special purchases

Graphics- can add personality, beauty to the stores image

Location: use to identify the location of merchandise. Large stores display directional signage to guide customers around the store and from one area to another. Hanging signs from the ceilings – to enhance visibility

SIGNAGE AND GRAPHICS

Category signage: used within particular dept or sector of the store, smaller than directional signs. Purpose- to identify the types of products offered-located near the referred goods.

SIGNAGE AND GRAPHICS

Promotional signage: Signage displaying special offers may be displayed in windows to entice customers into the store.

SIGNAGE AND GRAPHICS

Point of sale: placed near the merchandise they refer to so that customers know its price and detailed information. Help to quickly identify special offers

SIGNAGE AND GRAPHICS

Lifestyle images: use various images such as pictures of people and places to create moods that encourage customers to buy the products.

EFFECTIVE SIGNAGE Use signage and graphics as props: using signs that masquerade as props, is a great way to unify a theme or merchandise for an appealing overall presentation

EFFECTIVE SIGNAGE

Keep signs and graphics fresh: should be relevant to items displayed . New signs= new merchandise

Limit text on signs: signs with too much copy wont work.

Use appropriate typefaces on signs

DIGITAL SIGNAGE typically developed and

produced at corporate level and distributed to stores.

Visual content is delivered digitally through centrally managed and controlled centrally.

content = video clips to price of merchandise

superior in recall and content

enhance stores environment and atmospherics

can be customized according to the strategy .

ensures timely output, and decreases promotional cost

FEATURE AREAS

are those areas within a store designed to get customers attention

include freestanding displays, end caps, promotional aisles, windows ,cash wraps or point of sale areas and walls

CASH WRAPS POP counters or checkout areas are places in

stores where customer can purchase merchandise.

Go to these areas and wait in the line to make a purchase, often display impulse purchase

reduce customer complaints for poor checkout service, reduce staff and increase customer convenience

PROMOTIONAL AISLE/AREA

Is a space to display merchandise that is being promoted

WALLS limited retail space, use walls to store, display and present a message

WINDOWS can help to draw

customer into the store provide the visual

message about the type of merchandise offered and type of image the store wishes to portray.

should be tied to the merchandise and other displays in the store

should display shopping mood for a season or holiday

SPACE MANAGEMENT

space within store- is a scarce resource allocation of store space to merchandise location of departments or merchandise

categories in the same area

Thank you.