Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
Scribd Logo
Upload

Welcome to Scribd!

  • 87 views

    Store Layout, Design and Visual Merchandising: Mcgraw-Hill/Irwin Retailing Management, 6/E Rights Reserved

    Uploaded by

    Shilpa Sujin
    REI's store design focuses on implementing retailer's strategy to Influence customer buying behavior. The primary objective of store design is to build a sustainable competitive advantage. Retailers can: Advertise Package products differently Research the "first moment of truth" tradeoff in store design Ease of locating merchandise for planned purchases exploration of store, impulse purchases Used in department stores.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Store Layout, Design and Visual Merchandising: Mcgraw-Hill/Irwin Retailing Management, 6/E Rights Reserved

    Uploaded by

    Shilpa Sujin
    87 views28 pages
    REI's store design focuses on implementing retailer's strategy to Influence customer buying behavior. The primary objective of store design is to build a sustainable competitive advantage. Retailers can: Advertise Package products differently Research the "first moment of truth" tradeoff in store design Ease of locating merchandise for planned purchases exploration of store, impulse purchases Used in department stores.

    Original Title

    Retail Chap 18

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    REI's store design focuses on implementing retailer's strategy to Influence customer buying behavior. The primary objective of store design is to build a sustainable competitive advantage. Retailers can: Advertise Package products differently Research the "first moment of truth" tradeoff in store design Ease of locating merchandise for planned purchases exploration of store, impulse purchases Used in department stores.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    87 views28 pages

    Store Layout, Design and Visual Merchandising: Mcgraw-Hill/Irwin Retailing Management, 6/E Rights Reserved

    Uploaded by

    Shilpa Sujin
    REI's store design focuses on implementing retailer's strategy to Influence customer buying behavior. The primary objective of store design is to build a sustainable competitive advantage. Retailers can: Advertise Package products differently Research the "first moment of truth" tradeoff in store design Ease of locating merchandise for planned purchases exploration of store, impulse purchases Used in department stores.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    You are on page 1of 28

    Store Layout, Design and

    Visual Merchandising

    McGraw-Hill/Irwin
    Retailing Management, Copyright © 2007 by The McGraw-Hill Companies, Inc. All
    6/e rights reserved.
    18-2

    REI’s Store Environment


    18-3

    Store Design Objectives

    • Implement retailer’s strategy


    • Influence customer buying behavior
    • Control design and maintenance costs
    • Provide flexibility
    • Meet legal requirements
    18-4

    Store Design
    The primary objective of store design is implementing the retailer’s strategy

    Meets needs of target market


    Builds a sustainable competitive advantage
    Displays the store’s image

    (c) Brand X Pictures/PunchStock


    C. Borland/PhotoLink/Getty Images
    18-5

    Impact on Customer 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

    H. Wiesenhofer/PhotoLink/Getty Images
    18-6

    Today’s Demographics

    Time limited families are spending less time planning


    shopping trips and making more decisions in the
    stores.
    Retailers can:
    Advertise
    Package products differently
    Research the “first moment of truth”

    Royalty-Free/CORBIS
    18-7

    Tradeoff in Store Design

    Ease of locating
    merchandise for

    (c) image100/PunchStock
    planned purchases

    Exploration of
    store, impulse
    Royalty-Free/CORBIS

    purchases
    18-8

    Types of Store Layouts

    Grid
    Racetrack
    Free Form
    18-9

    Grid Layout
    • Long gondolas in repetitive pattern.
    • Easy to locate merchandise
    • Does not encourage customers to explore
    store
    – Limited site lines to merchandise
    • Allows more merchandise to be displayed
    • Cost efficient
    • Used in grocery, discount, and drug
    stores.

    The McGraw-Hill Companies, Inc./Andrew Resek, photographer


    18-10

    Grid Store Layout

    Receiving & storage

    Fruit
    Books, magazines, seasonal Cart
    display area
    Vegetables Checkouts

    Entrance
    Office &
    customer
    service
    Exit
    18-11

    Racetrack Layout

    • Loop with a major aisle that has access


    to departments and store’s multiple
    entrances.
    • Draws customers around the store.
    • Provide different site lines and encourage
    exploration, impulse buying
    • Used in department stores
    18-12

    JCPenney Racetrack Layout


    18-13

    Example of Race Track Layout

    PhotoLink/Getty Images
    18-14

    Free-Form (Boutique) Layout


    • Fixtures and aisles arranged
    asymmetrically
    • Pleasant relaxing ambiance doesn’t come
    cheap – small store experience
    • Inefficient use of space
    • More susceptible to shoplifting –
    salespeople can not view adjacent spaces.
    • Used in specialty stores and upscale
    department stores

    Jack Star/PhotoLink/Getty Images


    18-15

    Free-Form Layout

    Storage, Receiving, Marketing

    Hats and Handbags


    Underwear Dressing Rooms
    Stockings

    Accessories

    Tops
    Checkout counter
    Casual Wear

    Tops
    Pants

    Clearance

    Skirts and Dresses


    Items
    Jeans

    Feature Feature

    Open Display Window Open Display Window


    Michael Evans/Life File/Getty Images
    Example of Boutique Area
    18-16
    18-17

    Usage of Signage and Graphics

    • Locational – identifies location of merchandise and guides


    customers
    • Category Signage – identifies types of products and located
    near the goods
    • Promotional Signage – relates to specific offers – sometimes in
    windows
    • Point of sale – near merchandise with prices and product
    information
    • Lifestyle images – creates moods that encourage customers to
    shop
    18-18

    Effectively Using Signage

    • Coordinate signage to store’s image


    • Use appropriate type faces on signs
    • Inform customers
    • Use them as props
    • Keep them fresh
    • Limit text

    Rim Light/PhotoLink/Getty Images


    18-19

    Space Planning Considerations

    • Profitability of merchandise
    • Customer Buying considerations
    – Impulse products near front
    – Demand/Destination areas off the beaten path
    • Physical characteristics of product.
    • Complementary products should be adjacent
    • Sales rate
    – More units of faster selling merchandise need to be
    displayed
    18-20

    Prime Locations for Merchandise

    Highly trafficked areas


    – Store entrances

    The McGraw-Hill Companies, Inc./Andrew Resek, photographer


    – Near checkout
    counter
    Highly visible areas
    – End aisle
    – Displays
    18-21

    Location of Merchandise Categories

    • Impulse merchandise – near heavily trafficked


    areas
    • Demand merchandise – back left-hand corner of
    the store
    • Special merchandise – lightly trafficked areas
    (glass pieces)
    • Adjacencies – complimentary merchandise next
    to each other
    18-22

    Straight Rack

    Holds a lot of apparel


    Hard to feature specific styles and colors
    Found often in discount and off-price stores

    Royalty-Free/CORBIS
    18-23

    Rounder

    • Smaller than straight rack


    • Holds a maximum amount of merchandise
    • Easy to move around
    • Customers can’t get frontal view of
    merchandise
    18-24

    Four-Way
    Holds large amount of merchandise
    Allows customers to view entire garment
    Hard to maintain because of styles and colors
    Fashion oriented apparel retailer
    18-25

    Gondola
    18-26

    Gondolas

    Versatile
    Grocery and discount stores
    Some department stores
    Hard to view apparel as they
    are folded
    Royalty-Free/CORBIS
    18-27

    Creating a Store Environment

    Color Lighting

    Store
    Atmosphere

    Scent Music
    18-28

    Lighting

    Highlight merchandise
    Structure space and
    capture a mood
    Downplay features
    The McGraw-Hill Companies, Inc./Lars A. Niki, photographer

    You might also like