Store Design and LayoutStore Design and Layout

Need for store planningAllocating Space Types of space needed-Back room-Office and other functional spaces-Aisles, services areas, and other non-selling areas of the main sales floor.-Wall merchandise space.-Floor merchandise space.Circulation

Shrinkage Prevention

Improving Space Productivity in Existing Stores

Space Allocations for a New Store

Impact of physical environmental factors on shopping behaviour

Emotions

Customer Senses

Shopping Behaviour

Store layout & design

Merchandise display

Music 

Aroma

Physical environment

Store Image: Customer’s perception of the store and its attributes.

Atmospherics : a store's physical characteristics

that are used to develop a retail unit’s image and

draw customers.

Describes the physical elements in a store's design

that appeals to consumers and encourages them to

buy.

Classified in terms of exterior and interior

atmospherics

Importance of Atmospherics Planning

Enhances the image of the retail outlet.Attracts new customers.Creates a definite USP.Facilitates easy movement inside the store.Facilitates access to merchandise inside the store.Ensures optimum utilization of retail space.Facilitates better organization of the store and its

merchandise.Reduces product search time for the customer.Influences the service quality experience.

Components of retail atmosphericsExterior atmosphericsInterior atmosphericsStore layoutVisual merchandising

External atmosphericsAll aspects of the physical environment found outside the store are external atmospherics.

Significantly affects store traffic and sales generated.

Store exterior includes store entrances, main board, marquee, windows display and lighting, height and size of the building, parking facilities, surroundings etc…...

Interior atmosphericsAll aspects of physical environment found inside the

store.

Affects sales, time spent in the store and

approach/avoidance behavior of the target segment..

The retail unit environment presents various stimuli

that are perceived by the customer's senses.

Each stimulus offers many options with regard to

shopping behaviour.

Store layout

Is the interior retail store arrangement of departments

or groupings of merchandise.

Store arrangement:

- pays adequate attention to the expected movement

of the customers visiting the store.

- space allotted to customers to shop.

- adequate facilities for merchandise display.

Free-Flow Layout is a type of store layout in which fixtures and merchandise are grouped into free-flowing patterns on the sales floor.

AdvantagesAllowance for browsing and wandering freely.Increased impulse purchases Visual appealFlexibility

DisadvantagesLoitering encouraged.Possible confusion. Waste of floor space.Cost.Difficulty of cleaning.

Free-Flow Layout

Grid Layout is a type of store layout in which counters and fixtures are placed in long rows or “runs,” usually at right angles, throughout the store.

AdvantagesLow cost.Customer familiarity. Merchandise exposure.Ease of cleaning.Simplified security.Possibility of self-service.

DisadvantagesPlain and uninteresting.Limited browsing. Stimulation of rushed shopping behavior.Limited creativity in décor.

Loop Layout/ Racetrack layout is a type of store layout in which a major customer aisle begins at the entrance, loops through the store, usually in the shape of a circle, square or rectangle, and then returns the customer to the front of the store.

AdvantagesExposes customers to the greatest amount of merchandise

Entry

Exit

Spine Layout is a type of store layout in which a single main aisle runs from the front to the back of the store, transporting customers in both directions, and where on either side of this spine, merchandise departments using either a free-flow or grid pattern branch off toward the back aisle walls.

Exterior Atmospherics

Storefront AccessibilityMarquee Entrances Visibility ParkingSize of buildingDisplay windowsAdjoining Stores

Store Layout

Floor space allocation for selling, merchandise display,and customer traffic flowDepartment locationSpace/merchandise categorySignage

Interior Atmospherics

Flooring WallDead area Trial roomLighting AislesPersonnel OdourTemperature Cleanliness Fixtures

Visual Merchandising

Assortment\ThemeRacks and shelvesPayment Counters

Visual MerchandisingThe orderly, systematic, logical and intelligent way of putting stock on the floor.

It involves SKU planning, store windows and floor displays, signs, space design, fixtures and hardware, and mannequins

Merchandise presentation planning

Shelving StackingHanging DumpingPegging.Folding

Psychology of merchandise presentation

Value /fashion image.Angles and sightlines.Vertical colour blocking.

PlanogramIs a tool used by the retailer, which helps to determine the location of merchandise within a department.It is a diagram that visually communicate how merchandise physically fit on to a store fixture or window, to allow for proper visibility and price point options.

List the exact number of square feet used for the various products and the exact no. of products to be displayed in a particular area.

Floor Plan:

Is a schematic that shows where merchandise and customer service departments are located, how customers circulate through the store, and how much space is dedicated to each department.