Store layout and

Design
STEPS INVOLVED IN PLANNING A STORE
PRIMARY ROLE

 CREATE STORE IMAGE

 INCREASE PRODUCTIVITY OF STORE SPACE.

 SO BASIC OBJECTIVE IS
 - TO GET CUSTOMER IN THE STORE – MARKET IMAGE
 - ONCE INSIDE CONVERT THEM INTO BUYING USING SPACE
PRODUCTIVITY – THE MORE MERCHANDISE CUSTOMERS ARE
EXPOSED TO THE HIGHER PROBABILITY OF BUYING
 PROBABILITY OF SALE IS PROPORTIONAL TO THE DISTANCE
TRAVELLED IN STORE
 Store Design Objectives

• 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

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The psychology of Sight

 Upon entering a store the first value/fashion/Price

equation of the shopper is made by the perception of
stock to space .
 DOES THE ENVIRONMENT EFFECT BEHAVIOUR ?
. The Mehrabian and Russell (1974) model
STIMULI

 ‘Ambient conditions’ consist of such factors as noise,

lighting, music and colour. They influence the way
people think, feel and respond to the particular factors.
 Spatial layout and functionality consist of factors such
as layout, equipment, furnishings,
 ‘signs, symbols and artifacts’ provide cues for
customers and can be used as labels, for directional
purposes and to inform about the behaviour
EMOTIONAL STATES

 Pleasure refers to “the extent to which a person feels

good, joyful, happy or satisfied in the environment”.
 Happy → Unhappy,
 Pleased → Annoyed,
 Satisfied → Unsatisfied,
 Contented → Melancholic,
 Hopeful → Despairing, Relaxed → Bored.
 The term arousal relates to “the extent to which a
person feels
 Stimulated → Relaxed, Excited → Calm, Frenzied →
Sluggish, Jittery → Dull, Wide-awake → Sleepy, Aroused
→ Unaroused. rson feels excited or stimulated, alert
EMOTIONAL STATES

 Dominance was verbally assessed as the extent to which

respondents report feeling):
 Controlling → Controlled,
 Influential → Influenced,
 In control → Cared-for,
 Important → Awed,
 Dominant → Submissive,
 Autonomous → Guided.
RESPONSE

 Approach
 As far as shopping behaviour is concerned, approach can
be measured for example by
 (1) spending, (2) time in a store, (3) intention to revisit
 Avoidance
 The desire to leave the environment
 Tendency to avoid any interaction with others
 The degree of hindrance that the environment gives to
solving problems
ELEMENTS OF STORE ENVIRONMENT
EXERCISE

 PREPARE A CHECLKIST OF ALL DECISIONS THAT NEED TO

BE TAKEN WHILE PLANNING A STORE .
 ASSUME YOU ARE A DEPARTMENTAL STORE
I - STORE PLANNING
(LAYOUT)
Store Entrances

• How many entrances are needed?

• What type of entrance is best?
• How should the walkway be designed?
An approach to layout –
source:- note by m.pearce

3. 4.
1. SPACE CHOOSE
2. BASIC 5.
ALLOCA REQUIR
DEPARTM FLOOR DESIGN
TE EMENTS
ENTALIZE PLAN FOR SPECIFIC
TOTAL FOR EACH FLOOR
ASSORTM
FLOOR EACH AREA AND PLAN
ENT
SPACE DEPART THEN
MENT TOTAL
1.Allocation of Floor Space

• Selling space
• Merchandise space
• Personnel space
• Customer space
1.ALLOCATE FLOOR SPACE

 BUILDING FUNCTIONS- ACs, ELEVATORS,SECURITY

 NON SELLING SPACE – RECEIVING,OFFICE,
 SELLING SPACE-65-85% OF GLA
2.DEPARTMENTALIZE
Product Grouping Types
• Functional product groupings
• Purchase motivation product groupings
• Market segment product groupings
• Storability product groupings
3.DETERMINE SPACE
REQUIREMENTS
 2 APPROACHES

 SALES PRODUCTIVITY RATIOS – CATEGORY FORECAST

SALES –Rs 50,000 , avg per sq ft – 125 then one might
allocate 400 sq ft

 MODEL STOCK APPROACH – calculate the model

assortment to be carried , sku’s to be kept , fixtures
,reserve stock etc and calculate total stock
requirements for the department.
4. FLOOR PLAN

 Mapping out in store locations

 WHERE DEPARTMENTS ARE LOCATED ?

 HOW CONSUMERS CIRCULATE THROUGH THE STORE ?
 HOW MUCH SPACE IS DEDICATED TO EACH DEPARTMENT?
Layout- Traffic Flow

 Store Layout should be a balance between productivity of space and

giving customers adequate space to shop.

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Types of Layout

 Grid layout
 Racetrack layout
 Free form / boutique layout

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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

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JCPenney Racetrack Layout

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Example of Race Track Layout

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5 . DESIGN SPECIFIC FLOOR
PLAN
 ARRANGE ALL PARTS INTO A WHOLE – LIKE FIXING A
JIGSAW PUZZLE AND MAKE ADJUSTMENTS

 ARRANGE ALL DEPARTMENTS KEEPING IN MIND

CONSUMER BEHAVIOR FOR DIFFERENT DEPARTMENTS
ITEM PLACEMENT - The Space
Management Concept
The Planogram
A planogram is a retailer's drawing (blueprint) which visually communicates
how merchandise and props physically fit onto a store fixture or window
to allow for proper visibility and price point options.

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Planogram

 Balance between
 Proper visual impact and presentation
 Financial analysis

 Computer plots the planogram based on retailer’s priorities

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37
38
Planogram Creation
 Planograms are created by Category Space Managers based on
 Availability data
 PDHs (supplied by suppliers) and
 Planogram hierarchy
Purchase Decision Hierarchies (PDH),
based on shopper research, have been
sourced from vendors….
Laundry

Services Retail

Post Wash
Laundries Pre Wash Wash Post Wash
Care

Laundry Wash Optical Cupboard

Dry Cleaners Bleaches Powders Bars Flakes Liquids Tablets
Soaps Tools Whitener Fresheners

Cuff & Washing Hand Hand Hand Ironing

Dhobis Starch
Collars Machine Wash Wash Wash Aids

Treatment
Agents Fabric Naphthalene
Ironing Premium Premium Premium
Stain Conditioner Balls
Removers

Mid Price Mid Price Mid Price blues

Mass Mass
…. and applied on shelf

Laundry
Retail
Wash Pre and Post Wash Care

Machine Wash Hand Wash

Consumer Purchase Decision Tree

Source: HLL
Hair Care View by Sub Category
Hair Care View by Brand
ELEMENTS OF STORE ENVIRONMENT
II - MERCHANDISE
PRESENTATION
 MATCHING MERCHANDISE TO FIXTURES AND NOT VICE
VERSA
 Types of Apparel Display Fixtures

Gondola Straight Rack

Rounder 52
Four-Way
Visual Merchandising

Can be termed as the orderly, systematic, logical and

intelligent way of putting stock on the floor- enables
the customer to buy quickly, efficiently and
comfortably.

INCLUDES USAGE OF THEATRICAL PROPS AND SCENE

SETTING IN ADDITION TO THE MERCHANDISE OF THE
STORE.
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Methods of Display

 Color Dominance

 Idea oriented Presentation

 Presentation by price

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 1“ color ”
Consumers are more apt to buy
merchandise that shows full size
and color assortments.
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1“ color ”

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ELEMENTS OF STORE ENVIRONMENT
III – VISUAL
COMMUNICATION
VISUAL COMMUNICATION

 STORE SIGNAGE AND GRAPHICS

 NAME , LOGO, RETAIL IDENTITY
 INSTITUTIONAL SIGNS – “ ALWAYS FRESH “
 DIRECTIONAL , DEPARTMENT AND CATEGORY SIGNS
 POS SIGNS
 Visual Communications

• Coordinate signs and graphics with the store’s image.

• Inform the customer.
• Use signs and graphics as props.
• Keep signs and graphics fresh.
• Limit the copy of signs.
• Use appropriate typefaces on signs
• Create theatrical effects.

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Sainsbury’s In store

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ELEMENTS OF STORE ENVIRONMENT
IV - STORE DESIGN
STORE DESIGN

 EXTERIOR
 STORE FRONT
 WINDOWS

 INTERIOR
 FLOORING
 CEILING
 LIGHTING
 SOUND AND SMELL
Exterior Planning

• Storefront
• Marquee
• Store entrances
• Display windows
• Exterior building height
• Surrounding stores and area
• Parking facilities
Alternatives in Planning a
Basic Storefront
• Modular structure
• Prefabricated structure
• Prototype store
• Recessed storefront
• Unique building design
General Interior

• Flooring • In-store transportation (elevator,

escalator, stairs)
• Colors
• Dead areas
• Lighting • Personnel
• Scents • Merchandise
• Sounds • Price levels
• Store fixtures • Displays

• Wall textures • Technology

• Store cleanliness
• Temperature
• Aisle space
• Dressing facilities
The Impact of Lighting and
Flooring
 Tradeoff in Store Design

Ease of locating
merchandise for
planned purchases

Exploration of
store, impulse
purchases

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