Chapter 13 Dunne & Lusch Chapter outline Store layout

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Store Layout Design

• Chapter 13
• Dunne Lusch

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Chapter outline

• Store layout management
• Store Planning
• Fixtures merchandise presentation
• Store Design
• Visual Communication

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1. Store layout mgmt

• Intro
• Store environment
• Store environment objectives

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Store layout mgmt intro

• Impacts initial perception
• Bricks Mortar Clicks
• 2 primary objectives
• Store image
• Space productivity

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Store environment elements

• Store Planning
• Space allocation
• Layout
• circulation
• Merchandising
• Fixtures
• Mdse presentation
• Visual mdsing

• Visual Comm.
• Retail identity
• Graphics
• POS signage
• Store Design
• Exterior
• Ambiance
• Lighting
• smell

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Store environment

• Encourage shoppers
• Browse
• Evaluate
• Buy

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Store environment objectives

• Market image
• Get customer into store
• Space productivity
• Convert them into buying customers
• Efficiency
• Do this in most efficient manner

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Develop a store image

• Store name
• Logo
• Signage
• Merchandise
• Promotions
• Customer service
• Cleanliness
• Sales force

• Clear prices
• Stocked shelves
• Philanthropic activities
• Owner/manager
• www.jdg1.com

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Space productivity

• The more merchandise
• a customer is exposed to,
• presented in an orderly manner,
• the more they tend to buy

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Space productivity

• Traffic flow circulation
• Sales / sq foot
• Mdse placement
• Avoid confusion to customers
• In-store ads display
• Issue shrinkage
• Avoid hidden areas in store
• Reduce damage loss

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2. Store planning

• Floor plan
• Space allocation
• Circulation
• Shrinkage prevention

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Floor plan types of space needed

• Back room
• Office functional areas
• Aisles, service areas, non-sell areas
• Wall mdse space
• Floor mdse space

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Space allocation

• New stores
• Industry averages
• Kahns theory
• Sales/sq ft f( customers) x time spent in
  store

• Existing stores
• Space productivity index
• 1.0 ideal dept size

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Allocating Space
LO 2

• Warehouse clubs are able to take advantage not
  only of the width and depth of the store, but
  also the height, by using large warehouse racks
  that carry reachable inventory at lower levels
  with large pallets or cartons of excess inventory
  at higher levels.

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Circulation traffic flow

• Loop
• P. 465 exhibit 13.6
• Spine
• P. 466 exhibit 13.7

• Free flow
• P. 464 exhibit 13.4
• Grid
• P. 465 exhibit 13.5

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Free flow design
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Grid pattern
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loop
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spine
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www.jdg1.com
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Fixtures types

• Hardline
• bins, baskets, tables, shelves
• Softlines
• bulk/capacity fixtures
• feature fixtures
• Wall fixtures

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Merchandise presentation

• Shelving
• Hanging
• Pegging
• Folding
• Stacking
• dumping

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Merchandising stores3 key psychological factors

• Value / fashion image
• Angles sightlines
• Right, 45 degree angles
• Vertical color blocking
• Display in vertical bands of color
• Visual swath
• See p. 471

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Customer sight line
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Vertical color blocking
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Using escalator for display
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Store design

• Store front
• Interior design
• Lighting
• Sensory marketing
• Sounds smells

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Straight frontwith lead in
Look at store lighting here, too
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lighting
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Sensory marketing
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Store fronts

• Angled
• Straight
• Lobby
• Signage
• windows

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Visual communication

• Name - logo retail identity
• Signage
• Exterior
• interior
• POS signs
• Lifestyle graphics

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Lifestyle graphics
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Directional signs
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POS signage
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E-commerce WebsitesHow Can these factor in?

• Store layout management
• Store Planning
• Fixtures merchandise presentation
• Store Design
• Visual Communication

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What about Your CPR Store?

• Nabors Shoes
• Coffee Cup
• Joyce Jennifers
• PKs pet grooming
• 1st Place Printing

• Jiggs
• Curves Backdoor
• The Kloset
• Hastings
• Supercuts