Transcript of Store Design & Visual Merchandising Mrs. Wilson Principles of Marketing.
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Store Design & Visual Merchandising Mrs. Wilson Principles
of Marketing
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Q.O.D 2.4.14 Store Image- personality of the store Store Image
1.Type of merchandise and services 2.Quality of merchandise and
services 3.Sales Associates 4.Design and layout of the store 5.Bags
and packaging 6.Colors of the store dcor 7.Store fixtures and
equipment 8.Lighting 9.Music 10.Scent
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Examples(write answers in your notebook) Great Store Image?
Poor Store Image?
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Store Design So important that some retailers hire professional
store designers Experts in customer traffic patterns Know which
types of merchandise sell best in particular locations within a
store Begins with 1 st impression (starts with exterior
building)
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Exterior Store Design
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First three things a customer sees : 1.Front Windows- used to
display merchandise Ex.- New Nikes at Foot Locker 2.Front door-
closed? Open? Color? 3.Store Sign- recognizable, designed w/ colors
that coordinate with overall image
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Interior Store Design What is the target market?
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The Interior- Selling Space MOST IMPORTANT IS SELLING SPACE!!!
what customers see each time they visit the store! Colors of the
walls, flooring, fixtures
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FIXTURES Fixtures- permanent or moveable store furnishings that
hold or display merchandise.
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Behind the Scenes (also very important) Receiving Area Extra
Merchandise Area Supplies Storage Managers area Heating/Air All
these areas must be well kept and organized for a store to run
efficiently
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Store Layout Store Layout- arrangement of the stores
merchandise, fixtures, and equipment Includes: Placement of cash
register Wrap desk (where you pay) Fitting rooms Merchandise
arrangement
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Louis Vuitton Outdoor World
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Free Flow Layout Storage, Receiving, Marketing Underwear
Dressing Rooms Checkout counter Clearance Items Feature Jeans
Casual Wear Stockings Accessories Pants Tops Skirts and Dresses
Hats and Handbags Open Display Window Fixtures and merchandise
grouped into free- flowing patterns on the sales floor no defined
traffic pattern Works best in small stores (under 5,000 square
feet) in which customers wish to browse Works best when merchandise
is of the same type, such as fashion apparel If there is a great
variety of merchandise, fails to provide cues as to where one
department stops and another starts
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Spine Layout 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 Heavily used by medium-sized
specialty stores ranging from 2,000 10,000 square feet
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Grid Layout 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
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Loop Layout 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
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2.10.14 What are the 4 types of store layouts? Name them and
give an example of each that WAS NOT discussed in class.
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Apple Store Layout
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Wal-Marts Floor Design
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Visual Merchandising Look of the entire store Stores appearance
and atmosphere it projects to everyone who enters
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Components of Visual Merchandising 1. Display Presentation of
merchandise (clothes, shoes, eyewear, socks, etc.) to attract
customers so they will look at the merchandise. Most important of
visual merchandising
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2 Types of Displays 1. Promotional Displays Designed to sell
merchandise- sale prices or regular Can be for new merchandise (new
spring clothes or the latest book release)
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2 Types of Displays 2. Institutional Displays- usually to
commemorate holidays & to generate goodwill for the store.
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The Color Wheel Stores uses this to help create a color scheme
and image for a store.
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Interior Displays 2 goals of a promotional display: 1.Attract
customers attention 2.Encourage customers to buy the merchandise
Who creates displays? Small store: owner or sales associate Large
Store: Visual Manager/Visual Associate
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Creating Store Displays: 5 STEPS 1.Generate idea or theme
2.Determine where the display will be 3.Meet with management to get
approval 4.Determine which merchandise will be featured 5.Install
the display 6.Maintain/ Dismantle the display
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Display Styles 1.Open Display-features merch. In a setting that
allows customer to touch and handle it
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Display Styles 2. Closed Display- feature glass fronts and
sides so customers can see the merchandise, but they cant touch
it.
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Display Styles 3. Room-Setting Display-assembled to actually
look like a room (What would this look like in my room?)