Store Design

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Store Design
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Shopper found dead in local store cause of
death boredom

• No other variable in the retailing mix influences
  the consumers initial perceptions of a bricks
  mortar retailer as much as the store itself.
• The store is where the action is and includes
  such minor details as the placement of the
  merchandise.

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A GOOD STORE DESIGN HELPS IN

• -Get customers into the store
• Serves a critical role in the store selection
  process
• Important criteria include cleanliness,
  merchandize display and well-stocked shelves
• The store itself makes the most significant and
  last impression

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• Once they are inside the store, convert them into
  customers -The more merchandise customers are
  exposed to that is presented in an orderly
  manner, the more they tend to buy
• Retailers are now focusing more attention on
  in-store marketing in the form of store design,
  merchandise presentation, visual displays, and
  in-store promotions, USUALLY leadS to greater
  sales and profits (bottom line it is easier to
  get a consumer in your store to buy more
  merchandise than planned ,than to get a new
  consumer to come into your store

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Objectives of Good Store Design

1. be consistent with image and strategy
2. positively influence consumer behavior
3. consider costs versus value
4. be flexible

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Tradeoffs in Store Design

• Ease of locating merchandise for planned
  purchases
• Aesthetics, space to shop comfortably
• Relaxed environment

• Exploration of store, impulse purchases
• Productivity of space
• Energy, excitement

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Types of Floor Space in Store

• Back Room receiving area, stockroom
• Offices and Other Functional Space employee
  break room, store offices, cash office, restrooms
• Aisles, Service Areas and Other Non-Selling Areas
• Moving shoppers through the store, dressing
  rooms, layaway areas, service desks, customer
  service facilities
• Merchandise Space
• Floor
• Wall

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SOME SECRETS OF GOOD LAYOUT

• Important location within a store- ENTRANCE DOOR
  , right side, near aisles, NEAR ESCALATORS AND
  POINT OF SALE.
• IMPULSE PRODUCTS like perfumes, magazines,
  cosmetics so are near the front of the store
  where they can be seen from outside and can draw
  people inside.

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• DEMANDED / destination areas- AT THE END OF THE
  STORE, UPPER FLOORS,
• Demand/destination areas because the demand is
  created before customers get into the store and
  find their destination.
• Products like furniture requiring a lot of floor
  space are kept in least desirable location.
• COMPLIMENTARY PRODUCTS ARE KEPT ADJACENT TO EACH
  OTHER.

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fixtures

• Primary purpose is to efficiently hold and
  display merchandise .
• They must also define areas of a store and
  encourage traffic flow.
• Must be in connect with other physical aspect of
  the store.

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TYPES OF FIXTURES USED IN RETAIL

• FOUR WAY

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• Gondola

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Straight Rack long pipe suspended with supports
to the floor or attached to a wall
Round Rack round fixture that sits on pedestal
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Wall Fixtures

• To make stores wall merchandisable, wall usually
  covered with a skin that is fitted with vertical
  columns of notches into which a variety of
  merchandize can be inserted
• Can be merchandised much higher than floor
  fixtures .

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Grid Layout

• TYPES OF STORE LAYOUT

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Grid Layout

• Linear design, checkerboard pattern.
• Vertical and horizontal aisles
• May have one main aisle and many secondary
  aisles.
• Efficient use of space
• Simple and predictable to navigate
• Focal points at aisle ends

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• Can be confusing and frustrating because it is
  difficult to see over the fixtures to other
  merchandise
• Most familiar examples for supermarkets.
• Best used in retail environments in which
  majority of customers shop the entire store

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Curving/Loop (Racetrack) Design

• Major customer aisle(s) begins at entrance, loops
  through the store (usually in shape of circle,
  square or rectangle) and returns customer to
  front of store.
• Exposes shoppers to the greatest possible amount
  of merchandise by encouraging browsing and
  cross-shopping

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Free-Flow Layout
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• Fixtures and merchandise grouped into
  free-flowing patterns on the sales floor no
  defined traffic pattern
• Must provide enough room between fixtures
• Works best in small stores (under 5,000 square
  feet) in which customers wish to browse
• Encourages browsing
• Works best when merchandise is of the same type,
  such as fashion apparel
• If there is a great variety of merchandise,
  fails to provide cues as to where one department
  stops and another starts

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Spine Layout

• Variation of grid, loop and free-form layouts
• Based on single main aisle running from the
  front to the back of the store (transporting
  customers in both directions)
• Heavily used by medium-sized specialty stores
  ranging from 2,000 10,000 square feet

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Ways to Display

• Window Displays
• Interior Window Displays
• Wall Displays
• Focal Point displays

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Window Display Types

• One Item Display
• Related Merchandise Display
• Variety or Assortment Display
• Merchandise to be PRESENTED in consistent with
  store image- fashion forward or simple image

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Types of merchandise presentation techniques

• Idea oriented- furniture , linen
• Color presentation
• Price lining
• Frontage presentation- presenting one out of the
  lot
• Vertical merchandise- presented vertically high.
  people have a tendency to see from top left to
  right. All national level brand are displayed up
  and their own brand in the middle.

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Store Front Design

• Storefronts must
• Clearly identify the name and general nature of
  the store
• Give some hint as to the merchandise inside
• Includes all exterior signage
• In many cases includes store windows an
  advertising medium for the store window
  displays should be changed often, be
  fun/exciting, and reflect merchandise offered
  inside.

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NIKE STORE RIO DE JANEIRO
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MARCO POLO STORE
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Atmospherics

• The design of an environment via
• visual communications
• lighting
• color
• sound
• scent
• to stimulate customers perceptual and emotional
  responses and ultimately influence their purchase
  behavior

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Visual Communications

• Name,
• logo
• Directional, departmental and category signage
• Point-of-Sale (POS) Signage
• Graphics

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Visual Communications

• Coordinate signs and graphics with stores image
• Informative to the customer
• Keep signs and graphics fresh
• Use appropriate typefaces and colors on signs

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Lighting

• Important but often overlooked element in
  successful store design
• Highlight merchandise
• Capture a mood
• Level of light can make a difference
• Can be used to hide objects as well

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Color

• Can influence behavior
• Warm colors increase blood pressure, respiratory
  rate and other physiological responses attract
  customers and gain attention but can also be
  distracting
• Cool colors are relaxing, peaceful, calm and
  pleasant effective for retailers selling
  anxiety-causing products

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Sound Scent

• Sound
• Music viewed as valuable marketing tool
• Often customized to customer demographics
• volume and tempo according to crowd and image
• Scent
• Smell has a large impact on our emotions
• Can be administered through time release
  atomizers or via fragrance-soaked pellets placed
  on light fixtures