3. Goals for Chapter 13
Discuss two Primary
objectives of store layout
and design
4. Goals for Chapter 13
Discuss two Primary
objectives of store layout
and design
Discuss Steps in Planning
the Store Layout
5. Goals for Chapter 13
Discuss two Primary
objectives of store layout
and design
Discuss Steps in Planning
the Store Layout
Discuss Fixtures,
Merchandise Presentation
and Psychological Impact
6. Goals for Chapter 13
Discuss two Primary
objectives of store layout
and design
Discuss Steps in Planning
the Store Layout
Discuss Fixtures,
Merchandise Presentation
and Psychological Impact
Discuss Sensory
Communication of a Store
to its customers
9. Objectives of Store Environment
Store Image
Overall Perception
the Consumer has
of the Store’s
Environment
10. Objectives of Store Environment
Store Image
Overall Perception
the Consumer has
of the Store’s
Environment
11. Objectives of Store Environment
Store Image
Overall Perception
the Consumer has
of the Store’s
Environment
Space Productivity
12. Objectives of Store Environment
Store Image
Overall Perception
the Consumer has
of the Store’s
Environment
Space Productivity
How effectively the
retailer uses its
space to generate
sales (and profits)
21. Store Planning - Allocating Space
Selling Space
Floor Space
Fixtures
22. Store Planning - Allocating Space
Selling Space
Floor Space
Fixtures
Walls
23. Store Planning - Allocating Space
Selling Space
Floor Space
Fixtures
Walls
End Caps
24. Store Planning - Allocating Space
Selling Space
Floor Space
Fixtures
Walls
End Caps
Checkouts
25. Store Planning - Allocating Space
Non - Selling Space
Back Room
Offices and Functional
Space
Aisles, Service Areas
Selling Space
Floor Space
Fixtures
Walls
End Caps
Checkouts
27. Store Planning - Circulation Pattern
Free Flow Layout -
Fixtures and
Merchandise are
grouped in Free-flowing
patterns on the sales
floor
28. Store Planning - Circulation Pattern
Free Flow Layout -
Fixtures and
Merchandise are
grouped in Free-flowing
patterns on the sales
floor
29. Store Planning - Circulation Pattern
Grid Layout - Counters and Fixtures are placed
in long rows or “runs” usually at right angles,
throughout the store
30. Store Planning - Circulation Pattern
Grid Layout - Counters and Fixtures are placed
in long rows or “runs” usually at right angles,
throughout the store
31. Store Planning - Circulation Pattern
Loop Layout - The major customer aisle begins
at the entrance, loops through the store and returns
customer to the front of the store
32. Store Planning - Circulation Pattern
Loop Layout - The major customer aisle begins
at the entrance, loops through the store and returns
customer to the front of the store
33. Store Planning - Circulation Pattern
Spine Layout - The
major customer aisle
runs from the front to
the back of the store,
with merchandise
departments branching
off to the the back side
walls
34. Store Planning - Circulation Pattern
Spine Layout - The
major customer aisle
runs from the front to
the back of the store,
with merchandise
departments branching
off to the the back side
walls
55. Key Psychological Factors
Value / Fashion Image -
presentation of product
influences image customer has
regarding that product
56. Key Psychological Factors
Value / Fashion Image -
presentation of product
influences image customer has
regarding that product
Angles and Sightlines -
Customers view product at 45
degree angle and at eye level.
Where a product is placed on
shelves influences sales
57. Key Psychological Factors
45 degree Value / Fashion Image -
angle sightlines presentation of product
influences image customer has
regarding that product
Angles and Sightlines -
Customers view product at 45
degree angle and at eye level.
Where a product is placed on
shelves influences sales
58. Key Psychological Factors
45 degree Value / Fashion Image -
angle sightlines presentation of product
influences image customer has
regarding that product
Angles and Sightlines -
Customers view product at 45
degree angle and at eye level.
Where a product is placed on
shelves influences sales
Vertical Color Blocking -
Display product in vertical
bands of color
59. Examples of Visual Merchandising
“Visual Merchandising”, the art of attracting
patrons with visual cues, is central to a retailer’s
ability to generate sales. Visual Merchandising got
its start at the turn of the century, when department
stores began using theatrical set design and lighting
to create exotic displays. Today, the way the
departments are arranged, the location of the
escalators, the lighting--all are carefully planned to
earn the store more sales per square foot.
69. Total Sensory Communication
Sight - discussed
previously
Sound - What background
music is playing?
Smell - Potpourri, tobacco,
stale food, fish. Major
influence on buying
emotions.
70. Total Sensory Communication
Sight - discussed
previously
Sound - What background
music is playing?
Smell - Potpourri, tobacco,
stale food, fish. Major
influence on buying
emotions.
71. Total Sensory Communication
Sight - discussed
previously
Sound - What background
music is playing?
Smell - Potpourri, tobacco,
stale food, fish. Major
influence on buying
emotions.
Touch - Is product open to
consumer to feel texture?
72. Total Sensory Communication
Sight - discussed
previously
Sound - What background
music is playing?
Smell - Potpourri, tobacco,
stale food, fish. Major
influence on buying
emotions.
Touch - Is product open to
consumer to feel texture?
Taste - Free samples of
new products at
Supermarkets
74. Summary
The store itself it’s the
most meaningful
communication
between the retailer and
the customer
75. Summary
The store itself it’s the
most meaningful
communication
between the retailer and
the customer
The store environment
must:
76. Summary
The store itself it’s the
most meaningful
communication
between the retailer and
the customer
The store environment
must:
Create an Image
77. Summary
The store itself it’s the
most meaningful
communication
between the retailer and
the customer
The store environment
must:
Create an Image
Increase Productivity