Store Design and Layout

Objectives of Good Store Design  Design should be consistent with the image and strategy: Define the target customer and design the store that meets customer¶s needs 
Design should positively influence consumer behaviour: Concentrate on the store layout and space planning issues Design should consider cost versus Value: Various features such as lighting, placement of merchandize, etc. are considered Design should be flexible: Ability to physically move store components and ease with which components can be modified Design should recognize the needs of disabled: There must be enough space for the movement and access of person with disbilities

Store Layout
Objectives of Good Store Layout 

Maintain tradeoff between providing ease of finding merchandise and providing a interesting layout Maintain a balance between giving customers adequate space in which to shop and productively use the expansive space for merchandize

Store Design and Layout

Types of Store Designs 
Grid Layout ‡ Used by the grocery and drug stores ‡ It contains long gondolas of merchandize and aisles in a repetitive pattern. Grid layout is cost efficient ‡ Convenient for customers to move around the entire store space ‡ Less space is wasted and hence space productivity is enhanced  Racetrack ‡ Also known as Loop, is a type of store design that provides a major aisles to facilitate customer traffic with access to the stores multiple entrances ‡ The aisles loops around the store providing access to all departments ‡ The aisles must be differentiated by the change in colour or floor texture
Store Design and Layout

Types of Store Designs 
Freeform Layout

‡ Also known as boutique layout arranges fixtures and aisles asymmetrically ‡ Used in small specialty stores or within the departments of large stores ‡ Personal selling is more important in this layout ‡ Atmosphere is relaxed and customer feels convenient to shop ‡ Chances of theft are high as adjacent departments can¶t be watched ‡ Some storage space is lost to create more spacious environment

Store Design and Layout

Visual Merchandising and Display
Feature Areas These are areas within the store designed to get the customer¶s attention  These includes; ‡ End Caps: These are displays located at the end of an aisle Caps: Area: ‡ Promotional Aisle or Area: Used to display merchandize for promotion ‡ Freestanding Fixtures and Mannequins: Designed primarily to get customer attention and bring them into the department ‡ Windows: Provide a visual message about the type of merchandize for sale in the store and type of image store portrays ‡ Point of Sale Areas: Places in the store, where customer can purchase merchandize ‡ Walls: Used for placing shelf and racks for the displays

Space Planning
Space planning includes following factors; 
how profitable is the merchandize?  how many SKUs will normally be carried in stock?  how will the merchandize be displayed?  will the location of certain merchandize facilitate the purchasing?  what items does the retailer wish to emphasize?

Location of Departments  Relative location advantages  Impulse Products  Demand Areas  Seasonal needs  Physical characteristics of merchandise  Adjacent departments
Visual Merchandising and Display

Planograms 
It is a diagram created from photographs, computer output or artist¶s sketch that illustrate exactly where every SKU should be placed  Planograms should be visually appealing, represent the manner in which a consumer shops and embody the strategic objective of the corporation  A planogrammer must be able to balance visual impact with the financial analysis  Planograms are useful for merchandize that does not fit on the gondolas in a grocery or discount store  Electronic planogramming requires the computer modeling based on model number, product margins, turnover, size of the product, packaging, actual picture of the merchandize, etc.
Visual Merchandising and Display

Visual Merchandizing 
It is defined as the presentation of products in order to sell them  It includes various aspects such as store floor plan, store windows, signs, merchandize display, space design, fixtures and hardware, etc.  It is expected to educate the customers, create desires and finally augment the shopping process

Benefits of the Effective Display ‡ Entertain, inform and educate the customer about the product/service ‡ Reaffirm the store¶s image ‡ Arranges the merchandize for easy access ‡ Draws customer attention ‡ Establishes a creative medium ‡ Highlights merchandize to promote its sale ‡ Encourages customer to enter the store and shop
Visual Merchandising and Display

Merchandize Presentation Techniques 
Idea Oriented Presentation: Presenting merchandize based on a Presentation: specific idea or the image of the store

Presentation:  Style / Item Presentation: Organizing stock by the style, item or size Presentation:  Colour Presentation: displaying according to season or latest trends 
Price Lining: Organizing according to the price categories Lining:

Merchandising:  Vertical Merchandising: Arranging merchandize vertically on the walls and high gondolas. National brands are organized to follow the eye level while store brands are on the lower shelf

Visual Merchandising and Display

Merchandize Presentation Techniques 
Tonnage Merchandising: It is display technique in which large Merchandising: quantities of merchandize are displayed together. Customer equate tonnage with the low price

Presentation:  Frontage Presentation: Displaying merchandize in which retailer expose as much product as possible to catch customer attention 
Fixtures: Purpose is to hold and display merchandize. E.g.Straight Fixtures: rack, rounder, four way fixture, gondolas, etc.

Visual Merchandising and Display

Atmospherics 
It refers to design of an environment via visual communications, lighting, colours, music and scent to stimulate customers perceptual and emotional responses and ultimately to affect their purchase behaviour  Atmospherics refers to the store physical characteristics that are used to develop the retail unit image and draw customers  It is classified in terms of exterior and interiors atmospherics  Exterior refers to: Store front, display window, surrounding businesses, look of shopping centre  Interior refers to: Lighting, colour, dressing room facilities, etc.  It helps to enhance the display and provides customers with relevant information
Visual Merchandising and Display

Role of Atmospherics in Retail strategy 
Enhances the image of retail outlet  Attracts new customers  Create a definite USP  Generates excitement  Facilitates easy movement inside the store  Facilitates access to merchandize inside the store  Ensures optimum utilization of retail space  Ensures effective and desired presentation of the merchandize  Reduces product search time for the customer  Reinforces the marketing communication of the outlet  Influences the service quality experience

Visual Merchandising and Display

Atmospherics in the context of Internet Retailing
In the context of e-tailing, following factors are considered; eWebsite organization  Server performance  Product data  Search option  Easy navigability of the website  System response time

Visual Merchandising and Display

Organizing the Display
Display concepts can be based on the following themes  Seasons  Special occasions of holidays  Colours  Trends and activities  Themes  Events of the community Locations of the Display  Front Windows  Small platforms at the entrance  End caps  Display or product case  Behind the check-out counter check Designated display areas
Visual Merchandising and Display

Components of Display 
Wall Display: Slatwall, Slotted wall standards  Floor Fixtures: Gridwall panels and accessories, garment racks and displayers, Display cases and counters, metal shelving gondolas  Display products: Mannequins and body forms, Clear acrylic displays  Supply and equipment  Promotional items: Window signs and banners, promotional signs and tags, etc. Lighting fixtures: Track lighting, etc.  Signage
Visual Merchandising and Display

Factors to consider in organizing the effective display 
Balance : It uses optical weight to balance the display  Rhythm : Lines can lend a rhythmic feelings to any display or area  Proportion : Refers to relationship between the apparent size, mass, scale or optical weight of two or more objects  Texture : It sets the mood of merchandize and the store

Harmony:  Harmony: The display should be in harmony with the whole store 
Emphasis: It could be through the use of colours, dramatic lighting, Emphasis: signage, graphics and strategic placements
Visual Merchandising and Display

Walls as Retail Selling Tools 
Captures the shoppers attention as they enter retail space  Wall displays draw shoppers farther into the store  Communicates the fashion information  Encourages the multiple purchases  Acts as a way finding tool, guiding shoppers to products they come to see and buy  Forms the retail background, supporting store image by the strategic use of a variety interesting wall surfaces, paints, colours and wall papers

Visual Merchandising and Display

Colour Planning Colour Schemes; ‡ Complimentary : Involves two colours that are directly opposite to each other on the colour wheel, e.g. yellow and violet ‡ Split ± complimentary : Involves three colours ± one central colour and two on either sides to compliment it,e.g. yellow with red violet and blue violet ‡ Double complimentary : Uses four colours ± two colour plus their compliments, e.g. yellow with violet and green with red ‡ Triadic : Involves three colours forming a triangle such as orange, green and violet ‡ Analogous : Scheme involves adjacent colours ‡ Monochromatic : Involves a single colour

Visual Merchandising and Display

Role of Colour in Retail Atmospherics An effective colour plan performs the following functions; o Communicates the desired aspects o Sets mood o Emphasizes features o Highlights a products o Emphasizes seasonal aspects of the merchandize Some colours for special events; ‡ Christmas ± Red and green ‡ Halloween ± Black and orange ‡ Valentine Day ± Red and Pink ‡ Independence day ± Saffron ‡ Diwali ± Red, yellow, green ‡ Eid - Green

Visual Merchandising and Display