Professional Documents
Culture Documents
Location of departments)
departments men’s vs. women’s
impulse goods – near entrances, to the right, escalators, point-of-sale
demand/destination – upper floors, back corners; complementary – adjacent
Display areas)
areas – bulk-of-stock + feature areas (walls, promotional areas, point- of-sale
areas, feature fixtures, windows)
Fixtures–
Fixtures feature fixtures – four-way, free-standing/mannequins, glass cases
+ gondolas, rounders & straight racks for bulk-of-stock & sale merchandise
Free-Form (Boutique) Layout
+ Aesthetically
Storage,
pleasing, relaxing,
Storage,Receiving,
Receiving,Marking
Marking asymmetrical, invites
browsing
- Less efficient, more
Tops
Accessories
more theft
Checkout
Fixtures
• Bulk-of-stock -
straight racks,
Casual Wear
gondolas,
Tops
rounders (very
flexible)
Pants
Clearance
Feature areas
Windows, walls,
feature fixtures,
point-of-sale
Free-Flow Layouts
Opposite of grid layout.
Ease of customer movement.
– Must provide enough room between fixtures.
Fixtures arranged in interesting formations
– Encourages browsing.
Space Planning Considerations
High traffic & highly visible areas
– Entrances, escalators, check-out area, end aisles, feature
areas
Profitability of merchandise
Private brand, higher margin categories
Customer buying considerations
Impulse products near front
Demand/destination areas in back, off the beaten path
Physical characteristics of product
Bulky vs. small/easily stolen
Complementary products should be adjacent
Sales rate
Display more units of fast-selling merchandise (tonnage merchandising
Merchandise Presentation
Techniques
• Style/Item Presentation – most basic, most common
• Idea-Oriented Presentation – complementary, unifying theme
• Color Presentation – blocks or concentrations of color
• Price Lining – e.g., designer, bridge, better, moderate; under
glass, not under glass
• Vertical Merchandising – uses walls, high gondolas; uses
natural eye movement; often combined with color
• Tonnage Merchandising – large quantities, “stock it high and
let it fly” – equated with value/low price
• Frontal Presentation – 4-way fixtures, display face-out, often
combined with vertical merchandising
Atmospherics
Inform; draw attention,
highlight merchandise,
dramatize, decorate
Signs
Lightin
Color
g
Warm versus cool Pop merchandise, set
colors – attract/ hurry a mood, downplay
vs. relax; value vs. unsightly areas, show
prestige Store accurate color
Atmosphere Music
Scent
Easily changed - match
Most direct effect demographics, influence
on emotions and shopping mood & crowd
memory control
Location of Merchandise -
Planograms (map – photos, drawings, computer
generated)