Store Layout and Design
1
Session Outline
1. What are the critical issues in designing a store?
2. What are the different pro’s & con’s of store layout types?
3. How store and floor space is assigned
4. How to display the products?
5. How to create appealing shopping experience?
2
Store Management
Customer Managing
Service Store
Layout, Design
and Visual
Merchandising
3
Store Design Objective
1. Retail Strategy Implementation
2. Build customer loyalty
3. Increase sales
4. Cost controlling
5. Legal considerations
4
Retail Strategy Implementation
1. Needs of the target market
2. Build sustainable competitive Advantage
3. Create favorable association
4. Create store image
5
Building Customer Loyalty
1. Rewarding Shopping Experience
2. Utilitarian & hedonic benefits
3. Increase in Sales &
4. Time Vs Spending capacity
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Increase in Sales & Control Cost
1. Product Vs Time spend
2. Products – Store Layout
3. Motivate unplanned purchase
4. Comfortable Shopping Experience
5. Design Flexibility
7
Legal Consideration
1. Facility for access
2. Space Management
3. Pathway
4. Special facility
5. Basic amenities
8
Tradeoff in Store Design
Easy of locating
merchandise for Exploration of Store,
planned purchases Impulse Purchase
9
Store Design
1. Layout
2. Signage
3. Feature Ares
4. Types: Grid, Racetrack, Free Form
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Grid Layout
1. Easy to locate the merchandise
2. No encourage for store exploration
3. Display of more merchandise
4. Cost efficient
5. Customer Pathway????
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Grid Layout
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Racetrack Layout
1. Loop with major aisle
2. Draws customers (Guidance)
3. Encourage exploration
4. Impulse buying + Unplanned purchase
5. Shopping time????
13
Racetrack Layout
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Free-form Layout
1. Asymmetric pattern
2. Pleasant relaxing ambiance
3. Inefficient use of space
4. Less traffic + Personal selling
5. Number of merchandise????
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Free-form Layout
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Usage of Signage & Graphics
1. Location
2. Category Signage
3. Promotional Signage
4. Point of Sale
5. Life Style Images
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Feature Areas
1.Entrance
2.Freestanding Displays
3.POP Counter checkouts
4.End Caps
5.Walls & Windows
6.Fitting Room
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Visual Merchandising
1. Presentation to attract the customers
2. Attract : Engage : Motivate = Purchase
3. Efficient display
4. Direct the traffic flow
5. Need Vs Display = Strategies
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Fixtures
Straight Rack Rounder Four-way Fixture Gondolas
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Presentation Techniques
Idea Oriented Presentation
- Individual Items are grouped
- How combinedly used
- Encourage the complementary purchase
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Presentation Techniques
Item & Size Presentation
- Commonly used technique
- Size & Style
- Finding group of items
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Presentation Techniques
Color Presentation
- Brand Image of the store
- Special occasions
- Purpose of purchase
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Presentation Techniques
Price Lining
- Predetermined Price points
- Navigation & Selection
- Pay to wish-Easy finding
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Presentation Techniques
Vertical Merchandising
- Presented vertically
- Using walls, gondolas
- Eye natural movement
- Bold display
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Presentation Techniques
Tonnage Merchandising
- Large Quantity displayed
- Lower price
- Reinforcement of price image
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Creating Appealing Atmosphere
1. Lighting
- Highlighting Merchandise
- Energy Efficient lighting
- Mood Creation
2. Color
3. Music
4. Scent
5. Checkout
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Store Excitement
1. Theatrical Experience
2. Entertainment store environment
3. Shopping goals Vs Store environment
4. Design of the store environment
5. Shopping behaviour ?
28
Q&D
29
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