HOW TO ASSEMBLE YOUR STORE THE CHOICE OF POINT TO LAYOUT The RETAIL "If we were to stores only when we needed

to buy something and, once there, we buy only what we needed, the economy would collapse" (Paco Underhill). In recent years, retail has risen steeply. Retailers are no longer opening stor es to supply new markets. They are opening up to steal customers from others. Wi th increased competition, it is necessary an advantage. The influence of brands, despite their value, has left to lead the blind impulse which used to promote. While traditional marketing strengthens the brand and their readiness to buy, ma ny purchasing decisions are made, or can be influenced, within the precincts of the store. The MERCHANDISING Customers are susceptible to impressions and information obtai ned in stores, rather than rely only on purchases as brand loyalty. As a result, an important medium for transmitting messages and closing sales is now the stor e and corrdedor. The building of the store became a huge three-dimensional adver tising itself. The signal, the position of the shelves, space and special exhibi tors make it more likely or less likely a customer buys any item. Studies by exp erts show that the longer a customer stays in a store, buy more. TOP When you start the process of opening your store, look to answer some questi ons: * The desire to deploy business that serves a legitimate need of the popula tion or part of it? * What is the basic characteristic of your business? * What products or services intended to offer? * What is your audience? * Where he live s, works and runs? * What are their habits? * Who are, as they are and where you r competitors? CHOOSING THE POINT The center is becoming unattractive to customers mainly due t o congestion problems, difficult to park and even movement of pedestrians. THE CHOICE OF POINT growth in some neighborhoods and increasing the flow from so me roads have influenced the implementation of new commercial spots. THE CHOICE OF POINT Some industrial areas become attractive to traders of variou s kinds. THE CHOICE OF A POINT inauguration of a great enterprise is able to alter the co mmercial center of gravity "of a city or region. THE CHOICE OF POINT Marketing experts hare a good point is one that is close to the client or on your way. Other important aspects: * Evaluate the compatibility of traffic to the point (the direction of traffic, traffic lights, etc.. Avenue s in which the return and parking is prohibited may discourage customers). * Par king can be the difference between success and failure of business. * Before ren ting or buying property check that current laws and municipal, state and federal governing the construction and use of buildings allow installation of its busin ess there. * Always seek professional guidance. WHERE IS YOUR SHOP The shop is well located? It's easy to see it from various po ints of the street, going by car, bus or circling the sidewalk? It's easy access for consumers? WHERE IS YOUR STORE Visibility * The corners are more visible because they are v alued for who travels on both streets. WHERE IS YOUR STORE Visibility * Excerpts from the street toward the square, wid e or to the end or beginning of another street are also privileged.

WHERE IS YOUR STORE Visibility Location * Less favorable is the store located in a stretch of the street corner. In this case, the situation is less favorable o n the concave side. WHERE IS YOUR STORE Visibility * Retailers located in the middle of the block ar e less visible. WHERE IS YOUR SHOP access features of the street and some types of existing obst acles and interference on the sidewalk may impede access or visibility to the cl ient: * narrow sidewalks. * Excerpts from street to slopes too steep. WHERE IS YOUR SHOP access * Location of the store above or below street level, r equiring ramps or stairs to access. * Obstacles such as newsstands, bus stops an d taxi, trees, poles, etc.. * Characteristics of traffic. WHERE IS YOUR STORE Neighbourhood evaluate the neighborhood from a commercial po int requires more attention and sensitivity. Do a search and identify the busine ss of its neighbors: * What kind of trade there nearby? Try to identify the type s of customers, their consumption habits, age group and purchasing power. * Look ing at your neighbors,€growth potential that you can imagine for the site? * Th e population that circulates the neighborhood has a profile close to the custome r you want? * The neighboring stores complement each other, somehow, their activ ity? Good neighbors attract good customers. Frighten away the evil. WHERE IS YOUR STORE * Try to be aware of the characteristics of a neighborhood m ay change, mainly due to urbanization works that change the neighborhood. * A we ll located shop is one that has no direct competitor nearby. * However, being cl ose to competitors that do not meet completely the customer can also be a good o ption. * There are many streets and neighborhoods specialize in certain products polarizing customers to these sites. PLANNING THE INSIDE OF THE STORE After selecting the item the second step is to define the space of the store. * What are the necessary spaces and their ideal s ize? * What quality characteristics wish to emphasize that the establishment is highlighted and chosen by customers? To get an idea of your overall business pla n and properly store space, it is essential to answer: * What products will be d isplayed in your store? * How many people you meet estimates per day? * How many salesmen do you have? * What is the stock needed at the store? * What are the n ecessary space to auxiliary areas (administration, storage, toilets and kitchen, etc.).? * To whom you want to sell their products (sex, age, social class, cons umption habits, schooling)? PLANNING THE INSIDE OF THE STORE Layout A good distribution of space products an d ensures the functionality of the store and directly influences the outcome of sales. PLANNING THE INSIDE OF THE STORE Entrance: The door should preferably be of glas s and have at least 1m wide. You should avoid gaps in order to promote accessibi lity for people with disabilities and prams. PLANNING THE INSIDE OF THE STORE Circulation: should be planned as a two-way str eet, allowing adequate vision of products and facilitate traffic of wheelchairs and strollers. PLANNING THE INSIDE OF THE STORE The flow of movement in any space, considering most right hand, always tends to head toward the right. Considering this princip le is possible to design the best flow in the shop offering the products in stra tegic areas.

PLANNING THE INSIDE OF THE STORE signaling: a good signaling contributes to guid e the movement. It is desirable that the gondolas and exhibitors through the sto re does not exceed 1.50 m to prevent the viewing of visual communication. PLANNING THE INSIDE OF THE STORE Exhibition of products: an to combine items for affinity. * Cleaning materials should . * Socks must be near the shoes of drinks and snacks. Next place for small products and items to buy on impulse. * We of one product quantity. exhibition organized not be close to food to the box is a good recommend a variety

PLANNING THE INSIDE OF THE STORE sale Area: It is essential to ensure the vendor flexibility and convenience in access to goods. * Sliding door cupboards are mo re practical because it does not take up space when open. * The shelves along th e wall must not exceed 2m in height. PLANNING THE INSIDE OF THE STORE Estoque: the area for the stock should be in a location accessible to fuel sales and can not escape the exhibition space and sa les. PLANNING AREA EXTERNAL The impression that customers have of the external aspect s of the store determine whether he will enter it or not. Imagine yourself in th eir shoes and think: What attracts you to view? What is hard to see? What produc es a nice impression? What are the downsides? PLANNING AREA EXTERNAL Some recommendations when planning the space outside the store: * The parking should not hinder the movement of people or hide the facade of the establishment. EXTERNAL SPACE PLANNING * Facilitate public access, avoiding steps and steep ram ps. The floor should be as close as possible to the level of the sidewalk. EXTERNAL SPACE PLANNING * Use finish materials, low cost and easy maintenance. * A smart night lighting, and give greater certainty to the shop, helps to visual communication. THE FUNCTION OF FACADE The front must fulfill the important role of communicatin g to the customer the features of the business, and suggest you a warm welcome. Their presence should be marked and allow the prospect to identify the products it offers and at the same time identify with the style of the store. Since the f ront sight until the moment he decides to go, several "signs" you "talk" of the store: * The visibility of the sign, even at night.€* The ease of access. * The health and preservation of the facade. * The degree of attraction that it exert s on the shop window and the comfort to see it. * The location and format of the port, which should not give the impression of a hurdle to be overcome with diff iculty. SIGNS For definition of adequate signage, all viewpoints must be considered, inc luding possible interference (trees, cars, poles, boards, etc.).. EASY TO READ LETTERS Some details easier to read the signs: * Font size: the far ther the observer is greater must be the height and thickness of the letter. Distance (m) 10 20 30 40 50 100 Letter Height (cm) 2.5 5.0 8.0 10.5 13.5 27.0 Thickness (cm) 0.5 1.0 1.5 2.0 2.5 5.0 EASY TO READ LETTERS * Proportion of letters: the proper proportion between heig ht and width of the letter is 4 to 3.

EASY TO READ LETTERS * Types of letters: Letters fetched confuse the reading. Wh en it is necessary to use them should pay attention to readability. * Colors: Th e colors used should reflect the characteristics that the shopkeeper want to imp ress your store and your product and never compromising the effectiveness of vis ual communication. LIGHTING FOR SIGNS When a store is located on a street or avenue, the sign must be lit only at night. In enclosed spaces, galleries and shopping malls, where the lighting is not enou gh to display the sign, it needs to stay lit all day. GALLERIES AND SHOPPING CENTERS stores located within department stores and shopp ing malls have value enough interior space and especially its showcase to attrac t customers' attention and persuade them to enter. CABINET The showcase should make an impact. A montage creative, almost scenery, is the best way to attract customers' attention. The products shall receive, in addition to a support that enhances, supplements that help create a "climate". T he life of a shop window is brief, so the designer should be possible to settle promotional accessories around it. This is a very important aspect in setting up shops. After all, it is estimated that over 25% of sales are driven by it. It s hould prevent direct sunlight on the window to avoid glare and impair the visibi lity of the displayed products. Galleries in malls and the interior lighting of premises must be stronger than the movement to also avoid the mirror effect on t he glass showcase. LIGHTING Lighting is one of the most important elements of a store, although it is common to find commercial environments dimly lit under the guise of lowering the costs. The products have colors, textures and characteristics that are pecul iar. It seems obvious that these characteristics are only revealed when the obje cts adequately lit. LIGHTING Daylighting: Our region is abundant in this aspect and using this type of lighting should be encouraged, as well as suitable to our climate provides en ergy savings. In the use of natural light should give preference to indirect lig ht, reflected, because the sun's rays become very hot environments. Artificial lighting LAMPS: In Aeras sales general lighting can be supplemented w ith lamps concentrated focus to enhance certain products. LIGHTING Lighting can also determine the client's behavior in the environment. I ndirect lights and hot create an "atmosphere" cozy and intimate - are suitable f or cafes, bars and restaurants. Direct lights and cold by excite more people are widely used in fast food chains that due to its high turnover wish the client to remain there only long enough to eat his lunch. LIGHTING Clothing stores should have the judges very well lit so that the client does not change the perception that when the clothes had caught it in the displ ay under certain lighting conditions. SPACE AND SALE OF CONSUMER PROFILE The first principle to consider is that there are certain capacities, tendencies, limitations and physical needs and anatomy common to all people and the retail environment must adjust to these characteris tics. Build and operate in a retail environment tailored to highly specific need s of customers and have created a successful store.

SPACE AND SALE OF CONSUMER PROFILE The entrance to the store the customer needs a space to make the transition between the outside and inside the store. At the push through the door of the movement has not faded. The client does not provide a brake when he enters the store. What happens when they come? Will adapt: slow down, set directions for change in the light, sounds, smells. They will take a few seconds until they are actually in the store.€This means that what is in th e transition zone does not affect them. If there is a display will not notice. I f a poster will be very quick to read. If the sales team to address them with a friendly "Can I help?", The answer is "No thanks." In small premises a door or s pecial lighting at the entrance can clearly demarcate the boundary between outsi de and inside. SPACE AND SALE OF CONSUMER PROFILE Human anatomy Imagine a woman entering a stor e carrying a bag. If you choose something, load it with his free hand. Is not ab out any hand. If it's something small and light you can stick under his arm. May be hang a purse or shoulder bag. But if you take something else, will run out of hands. Only a very motivated buyer persevere. Human anatomy has just declared t hat this shopping completed. The physical fact that most shoppers have two hands is well known. But few realize the implications of the fact, or detects, or tak e them into account, or adapts to them, or recognize. Are ignored. Employees sho uld be instructed to deliver baskets to any client since his hands full for good s. "You only know how much customers will buy when they make the shopping experi ence as comfortable, practical and easy as possible" SPACE AND SALE OF CONSUMER PROFILE Communication visual information capture cust omers' attention and induce us to look, shop and perhaps return another day to m ake more purchases. They are told what they should buy, where it is and why they should buy it. Customers are more rushed than ever. They do not lose more time. Become accustomed to stores where the products are exposed for sale and hope th at all the information you need are exposed too. Nowadays more and more purchasi ng decisions are being taken inside the store. The role of merchandising has nev er been greater. The products now live or die depending on what happens in the s ales area. SPACE AND SALE OF CONSUMER PROFILE As customers move up as previously mentioned people (mostly right hand) invariably go to the right. Do not right angle more l ike a diversion. Customers handed extend the arm to the right. In front of a she lf is easiest to take items to the right of where you are, rather than reach out across to the left. In planograms, maps array of products on a shelf, the most famous brand is arranged in the center and the brand that is willing to disclose to his right. The retail space is quite inadequate to the fact that people walk and look forward to. Effort is needed to turn his head to one side to another t o see the shelves to pass between them. SPACE AND SALE OF CONSUMER PROFILE How to adapt the interior of the store to our typical insistence on walking and look forward to? An effective method is to di splay goods at the ends of virtually every aisle of the store. A display of peak gondola can boost sales of an item simply because we approach them from the fro nt, seeing them through. The shelves, rather than positioned at an angle of 90 d egrees in the corridor would be 45 degrees. Architects must design shops with si ght lines to ensure that customers get to see what is ahead, but also to look ar ound to see what is elsewhere. SPACE AND SALE OF CONSUMER PROFILE As one man buys the conventional thinking abo ut men is they do not like to shop, why do few. As a result, the entire shopping experience - packaging design, advertising, merchandising, store design and sup port material - usually aimed at women. The men spend less time looking. They us ually do not like to ask where things are or to ask any questions. If a man can not find the section you want, change of direction once or twice then give up, l eaving the store without help. In contrast, under American, 65% of men who exper

ienced a buying clothes, in contrast to 25% of women. SPACE AND SALE OF CONSUMER PROFILE In a study of supermarket, nearly all women h ad been provided with the list, but less than one quarter of men had one. This m akes it more susceptible to impulse purchases. Send the kids with Dad and you ge t a lethal combination: it is notoriously unable to say no when it comes to buyi ng edible. The man almost always pays, especially when they're shopping with his wife. So selling to women, but close to the man. The man in spite of hate askin g questions, like to get their information firsthand,€preferably in written mat erial, videos or computer screens. Men buy everything to keep you out of house ( equipment and tools, utensils, etc.).. A woman buys everything will be inside. SPACE AND SALE OF CONSUMER PROFILE The amount that customers buy is directly pro portional to the time spent in a store. One study revealed how the two time shop ping in some situations: Women shopping with another woman, eight minutes and 15 seconds. Women with children: 7 minutes and 19 seconds. Women alone: 5 minutes and 2 seconds. Women with a man: 4 minutes and 41 seconds. The welfare of women drops dramatically when she is with a man, she begins to purchase all anxious an d rushed. If you can occupy it she will be a buyer happier and relaxed. Some sto res now offer waiting areas with comfortable seating and TVs tuned to sports cha nnels or cable TV. A shop selling women's installed next to another male of arti cles can also be interesting. SPACE AND SALE OF CONSUMER PROFILE Many men choose lingerie or jewelry as gifts, but the shops that sell them, and the commodity itself, makes this task dauntin g. Men enter these refuges of femininity wandering, looking anxiously around, ma ybe consider an item or two, and then flee in fear and uncertainty. Train and ma intain a vendor to handle these skittish buyers is not a bad idea. The major goa l of retailers should adapt the premises to make them attractive to men. SPACE AND SALE OF CONSUMER PROFILE What do women want? Shopping is female. Men, shopping, are engaging in an activity inherently feminine. What makes them so sk illed buyers? Biologically, the role of women prehistoric era of gathering roots , nuts and berries turned for home. Culturally for centuries, the all-powerful p atriarch kept women at home away from the world of commerce, except as consumers at retail level. If, as individuals, they had little influence in the business world, the market collectively gave the orders. Let us not forget also that whil e the future of retailing will undoubtedly show the effects of more masculine en ergy market, mostly the major changes continue to reflect changes in the lives a nd tastes of women. SPACE AND SALE OF CONSUMER PROFILE Changes in women's lives brought about change s in their shopping habits. Go out for shopping is no longer the great escape. N ow needs to be sandwiched in the narrow space between work, transport, domestic life and sleep. It's something to be done running at lunchtime, on the way home or at night. The convenience store industry is a direct beneficiary of the chang e in the lives of women. Women demand more of shopping environments. They are ge nerally more patient and inquisitive, feeling completely at ease in a space that gradually reveals itself. The challenge is to make products and environments tr aditionally "male" attractive to women (auto repair shops, hardware store, etc.) .. SPACE AND SALE OF CONSUMER PROFILE The female energy changes to the way of displ aying goods stores. The luminaires can not simply be hung on a shelf or stand on a shelf. Retailers have to show exactly how the lighting will be in an environm ent. Instead of displaying a box of bathroom faucets, stores now show the full b athroom. The inks have evolved into fashion article, all because the women invol ved. Men only paint when the walls are peeling and cracking, and women do when t hey, not the walls, must change. Women adopt a completely different approach to the world of technology. They take the technologies and transformamnas utensils.

Women look at technology and see its purpose, his reason - which is capable of doing. The promise of technology is always making our lives easier and more effi cient. Women who are demanding the fulfillment of the promise. SPACE AND SALE OF CONSUMER PROFILE Children Today, both parents work outside cer tainly, so that the purchases that do not fit at lunchtime end up becoming a fam ily program. The shop then became an acceptable outlet for leisure. Moreover, di vorce is so common that fathers and mothers separated with his son became a comm on sight in movie theaters, restaurants and shops. All this, like any great chan ge, has its good and bad. In practical terms, this means three things: 1. What i f a store is somehow hostile to children, clients get the message and turn away. 2. We can count the children as avid consumers,€and found their needs. 3. What if the parents' full attention is required, one must first find a way to divert attention from a child restless and bored. SPACE AND SALE OF CONSUMER PROFILE If something is within your reach and arouse the slightest curiosity, they will play, and if the play will be at least a chan ce for mom or dad give in and buy it (especially the father). McDonald's realize d early on that if I could lure children - not just through its menu, but also t oys, glasses with their own characters and playgrounds - also attract their pare nts. Today, bookstores are filled more than ever. Here's how smart booksellers o rganize shelves: Below the reach of children, books with characters from TV; On top classics for children (Grimm Tales, The Little Prince, etc.). Within the rea ch of parents, Amid the books appeal to several generations. Video stores should follow the same system. SPACE AND SALE OF CONSUMER PROFILE The project of a good holding area for childr en must follow certain principles: * The lines of sight must allow parents to se e their children at any time, be in open area without any obstacles ahead. * The ideal is to allow separate children of different ages. Distracting a child can mean simply installing a TV and view some videos for children in a small enclosu re. SPACE AND SALE OF CONSUMER PROFILE Teens They still believe in the power of a tr ademark confers status, serenity, charisma, knowledge. Construct their identity by buying options that do. Love exploring the world in search of icons or any ot her clues that something - a product, a store - they're facing. In a study on th e sale of jeans was observed following the pattern of purchase: The adolescents in group examined a third more products. But the percentage of adolescents whose parents bought almost doubled. After having made their choices and obtaining th e approval of the group returned with Mom or Dad - the owner of the money - for a transaction quickly and discreetly. SPACE AND SALE OF CONSUMER PROFILE Customer sensory After all what is shopping? Not the mechanical act of purchasing: get into a store and trading goods for mon ey, but the act of shopping. Who makes them and how? How a person performs this activity? This activity involves experiencing the world that are supposed to sel l, using our senses - sight, touch, smell, hearing - as the basis for choosing t his or reject it. It is the sensory aspect of the process of decision making. Vi rtually all unplanned purchases and also planned many are the result of the clie nt seeing, touching, smelling or tasting something that promises pleasure, if no t total fulfillment. SPACE AND SALE OF CONSUMER PROFILE buy things nowadays more than ever based on t ouch. There are several reasons for this are many practices, the most obvious be ing that if the tactile qualities of a product are most important, we need to kn ow the feeling we will. In a study towels were played on average for six differe nt clients before they are purchased. The feeling of water is its essence. Who a dmits to buy clothes without feeling the texture of the fabric in his hands? Man ufacturers of socks and underwear are jeopardizing sales to seal the product in

plastic bags. Moisturisers, perfumes, soaps, and inhaled need to be touched befo re deciding whether to buy. SPACE AND SALE OF CONSUMER PROFILE Almost 90% of new food products fail, not bec ause people did not like them, but because people never tasted. Supermarkets are cleverly trying to be more conducive to shopping sense. Contains the best baker ies and cafes in the enclosure, filling the air smell fresh and homemade. The ex perience of shopping has become a sensory walk, rather than a mere trip to the s tore. In England some children's clothes store channel baby powder through the a ir ducts to remind customers the smell of newborns. Perhaps most strongly evocat ive of all perfumes. Previously, owners of shops and vendors were our guides to the goods they sold. Currently, the school's "open sell" to showcase exhibits in almost all places where they can be touched, smelled or tasted without the medi ation of vendors. SPACE AND SALE OF CONSUMER PROFILE Another reason to touch and taste has become so important is the diminishing power of the brand product. In fact, buyers are all post-consumer - only believe after seeing, smelling, touch, hear, taste, exp erience.€When a client gets a new item? Possession begins when the buyer's sens es begin to get the object. Begins in the eye and then the touch, smell. Once th e product is in your hand on your back in your mouth or have inhaled its aroma c an say you've got to take ownership of it. The sooner a product is put into the hand of the client or the easier it is for him to try it, drink it or dirigilo, the easier it will change in ownership from seller to buyer. SPACE AND SALE OF CONSUMER PROFILE designers are stingy when designing the taste rs. In fact they are as important as the sales room of the store. Improving the quality of assessors increases sales. A customer who is serviced by a seller and a proof clothing is twice as likely to buy than one who does neither. The furth er away the clothes, fewer customers will go to the work of the assessors. Selli ng is the main reason for making the goods more affordable to customers. But is not the only - there is also increasing the level of the sale. If you have no re al basis to compare one product with another, the normal instinct is to buy the cheapest. SPACE AND SALE OF ating at the cash our money, should f the process. It rst thing seen by to cluster, those e as an efficient CONSUMER PROFILE Problems of the cash / wrap What is so frustr / wrap? In theory, being where the customer is separate from y be the most stunning. Instead, it is the most stressful part o is inappropriate to place the cash / wrap so that it is the fi a customer enters. If things are slow there and the customers who come will be amazed. In general, retailers do not recogniz system of cash affects the entire shopping experience.

Revised with information and advice given so far you already have elements of a broader assessment of the assembly process of a store. * A great place with a mo dest shop is better than a great store in a modest point. * Beware of bad compan y! Look to surround yourself with stores that meet the same type of customers. * Come and grow! A store depends on good visibility. * Do not be fooled by heavy traffic and movement of people. What really counts is the easy access. * Refuse imitations! In preparing the facade try to be original. * The windows are an exc ellent resource for sales and creativity to make your store more attractive. â ¢ Revising the internal space should be as pleasant as possible for the client a nd its employees. * A good environment provides a better mood and cordial servic e. * Samples, props and equipment for display of products should always be prepa red and adapted to the needs and constraints of clients. * Flag adequately the v arious sections of the store so the customer find the products and be guided wit h practicality. Many stores that overlook the completion of the sale. A cash bar conveniently located and well planned expedites the closing of the sale and has sle to the customer.

BIBLIOGRAPHY Underhill, Paco Let's go shopping: the science of power / Paco Unde rhill, Ivo Korytowski translation. - Rio de Janeiro: Campus, 1999 Ugaya Eurico. How to build or renovate their shop: a practical guide. São Paulo: Editora SENA C São Paulo / MAKRON Books, 1993.