Chapter 13
Store Layout and Design
Learning Objectives
List the elements of a stores environment and
define its two primary objectives.
Discuss the steps involved in planning the store.
Describe how various types of fixtures,
merchandise presentation methods and
techniques, and the psychology of merchandise
presentation are used to increase the productivity
of the sales floor.
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Learning Objectives
Describe why store design is so important to a
stores success.
Explain the role of visual communications in a
retail store.
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Introduction to Store Layout Management
Elements of the store environment
Objectives of the store environment
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Exhibit 13.1 - Elements That Compose
the Store Environment
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Introduction to Store Layout Management
Objectives of the store environment
Developing a store image
Increasing space productivity
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Store Planning
Floor plan - 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.
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Exhibit 13.2 - These Warning Signs may
Indicate a Space Problem
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Store Planning
Microretailing - Occurs when a chain store
retailer operating over a wide geographic area,
usually nationally, tailors its merchandise and
services in each store to the needs of the
immediate trading area.
Stack-outs - Pallets of merchandise set out on the
floor in front of the main shelves.
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Store Planning
Allocating space
Types of space needed
Back room
Offices and other functional spaces
Aisles, service areas, and other nonselling areas
Floor merchandise space
Wall merchandise space
Space allocation planning
Circulation
Shrinkage prevention
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Store Planning
Space allocation planning
Improving space productivity in existing stores
Space productivity index - A ratio that compares the
percentage of the stores total gross margin that a particular
merchandise category generates to its percentage of total
store selling space used.
Space allocations for a new store
Planograms - A schematic that illustrates how and
where a retailers merchandise should be displayed on
the shelf in order to increase customer purchases.
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Store Planning
Circulation
Free-flow layout
Grid layout
Loop layout
Spine layout
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Store Planning
Free-flow Fixtures and merchandise are grouped into free-flowing patterns
layout on the sales floor.
Grid layout The counters and fixtures are placed in long rows or runs,
usually at right angles, throughout the store.
Loop layout A major customer aisle begins at the entrance, loops through the
storeusually in the shape of a circle, square, or rectangleand
then returns the customer to the front of the store.
Spine layout 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 side walls.
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Exhibit 13.4 - Free-Flow Layout
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Exhibit 13.5 - Grid Layout
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Exhibit 13.6 - Loop Layout
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Exhibit 13.7 - Spine Layout
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Planning Fixtures and Merchandise
Presentation
On-shelf merchandising - Display of
merchandise on counters, racks, shelves, and
fixtures throughout the store.
It must present and display the merchandise
attractively so that it is easy to understand and access.
It must be reasonably easy to maintain.
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Planning Fixtures and Merchandise
Presentation
Fixture types
Merchandise-presentation planning
Selecting fixtures and merchandise-presentation
methods
Visual merchandising
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Fixture Types
Hardlines fixtures
Softlines fixtures
Bulk or capacity fixture - Display fixture that is
intended to hold the bulk of merchandise without
looking as heavy as a long, straight rack of
merchandise.
Feature fixture - Display that draws special attention
to selected features (e.g., color, shape, or style) of
merchandise.
Wall fixtures
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Exhibit 13.8 - Four-Way Feature Rack
and Round Rack
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Merchandise Presentation Planning
Shelving
Hanging
Pegging
Folding
Stacking
Dumping
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Merchandise Presentation Planning
Key psychological factors to consider when
merchandising stores:
Value/fashion image
Angles and sightlines
Vertical color blocking
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Exhibit 13.9 - 45-Degree Customer Sightline
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Exhibit 13.10 - Vertical Color Blocking
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Selecting Fixtures and Merchandise-
Presentation Methods
Proper fixtures emphasize the key selling
attributes of merchandise while not being
overpowering.
A good guideline for selecting fixtures is to match
the fixture to the merchandise, not the
merchandise to the fixture.
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Visual Merchandising
The artistic display of merchandise and theatrical
props used as scene-setting decoration in the
store.
Visual displays are located in a focal point, feature
area, or other area remote from the on-shelf
merchandising and perhaps even out of reach of the
customer.
Visuals should incorporate relevant merchandise.
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Store Design
Storefront design
The storefront must clearly identify the name and
general nature of the store and give some hint as to the
merchandise inside.
It includes all exterior signage and the architecture of
the storefront itself.
Interior design
The finishes applied to surfaces
The architectural shapes
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Store Design
Lighting design
Lighting greatly enhances store sales.
Contemporary lighting design requires an in-depth
knowledge of electrical engineering and the effect of
light on color and texture.
Sounds and smells: total sensory marketing
Effective store design appeals to the human senses of
sight, hearing, smell, and touch.
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Visual Communications
Name, logo, and retail identity
Must be catchy, memorable, and reflective of the
retailers merchandising mission.
Institutional signage
Describes the merchandising mission, customer
service policies, and other messages on behalf of the
retail institution.
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Visual Communications
Directional, departmental, and category signage
Directional and departmental signage are usually large
and placed fairly high, so they can be seen throughout
the store.
Category signage is usually smaller and is intended to
be seen from a shorter distance; they are located on or
close to the fixture itself where the merchandise is
displayed.
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Visual Communications
Point-of-sale signage (POS) - A relatively small
signage placed very close to the merchandise, and
intended to give details about specific items.
The most important function is to clearly state the
price of the merchandise being signed.
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Visual Communications
Lifestyle graphics
Lifestyle images portray either the merchandise, often
as it is being used, or simply images of related items or
models that convey an image conducive to buying the
product.
Lifestyle photography must be kept very general so as
to be attractive to the majority and offensive to none.
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