CHAPTER

COMMERCIAL
ESTABLISHMENT
4-1 Shopping Center
Shopping center is a complex of retail stores designed as a
unified group to give the customers an exposure of the merchandise
for shopping convenience.
The concept of shopping center is not new. It was started as early
as 110 A.D. during the ancient civilization of Greece when emperor
Trojan ordered his slave Apollodorus a well known Architect to
design and built the famous Agora building adjacent to the Roman
Forum
Agora building was a two-story commercial center in the heart
of business district, enclosed and ventilated mall, lined with open
fronted shops similar to the recent most updated shopping centers.
Likewise, the typical Arabian Souk as market of the middle ages,
Was designed with weather protection malls covering a series of
open fronted shops similar to what are being constructed today.

The Fast Growth of Shopping Centers was Influence by:

l. ne fast growth of population that led to the expansion of towns

and cities, has invited the attention of real estate broker to
develop idle land, converting them into residential
subdivisions.
2. The urban congestions and tramc problems due to the old
narrow streets and inadequate parking space, weakened the
business activities prompting businessmen to set up branches
in suburban periphery.
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3. The improved wide and high-speed circumferential roads
attracted shopping centers competition in the different urban
district.
4. The decline of retail business and the deterioration of
old buildings in the central business districts, have
dramatically forced the transfer of business to the new
developed urban areas.

Because of these declining factors, shopping center industries,

changed strategies by converting suburban centers to mega
department stores, offering complete display of shopping needs in
one roof including offces, hotels, amusement theaters, and attractive
wide parking facilities.

Site Selection

Criteria:

I. The site available must be located within the trade area.

2. Location must be accessible to at least one existing major
highway, but preferably, on two or more highways.
3. Consider land cost in relation with the total capital
investments and obtainable rentals.
4. Adequate size and suitable shape, to allow proper planning of
merchandising and parking areas.
5. Existing zoning laws suitable for the purpose.
6. Ground conditions that can be •overcome at acceptable costs.
7. Availability of prime utilities at reasonable cost such as;
electric power, water, telephone etc.
8. Free easement or other legal restrictions that will interfere
with proper planning.
9. Topographical condition that will not incur excessive grading
or drainage costs. 10. Provisions for expansions
I l . Proximity to public transportations
and

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Schematic Planning
Schematic planning is focus on:
I. Building size and arrangement.
2. Gross area for lease.
3. Malls and public space.
4. Parking layout.
5. Access roads
6. Methods of serving.

The Primary Principles ofSchematic Planning are:

I. Convenience and Comfort for the Customers and;
2. Maximum merchandising potential for the tenant stores.

Customers Demandfor Convenience

l. Ease of vehicular access to and from the site.

2. Ease and adequate parking areas.
3. Reasonable walking distance
4. Simple direct pedestrian shopping routes with mimmum

obstructions and inconveniences

Attraction
The primary consideration in planning shoppmg center is
Attraction. Customers are attracted when offered the following
facilities and conveniences.

I. The vehicular access to and from the shoppmg center

2. Provisions for an adequate parking space
3. Reasonable walking distance.
4. Simple direct pedestrian routes with minimum obstruction
because shoppers rarely go to where there are
inconvemences.
With respect to the tenant store in the shopping center, the planner
has to considers the following•

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I. A good plan avoids any dead-end route or out of the way location
of stores.
2. There should be equal opportunity for the tenant stores to capture
a portion of the customers.

Equal Opportunities - Means that a merchandising unit

who has good appeals and promotions to the public has the
chance of capturing the customers.

4-2 The Retail Shop

A successful retail shop or store is one primarily designed to
merchandise, in addition to its nice looking appearance and
attractiveness. People by nature, love to look, shop, then buy.
Therefore, design of storefront or facade must be attractive and
beautiful to catch the shopper's attention and invite customers from
the street or from the shopping centers. Merchandising psychology
starts from arousing Interest then satisfy it.

55 AVERAGE

TALL CASES 100 to 300

PUBLIC AISLE
IBO

SHOWCASE

CLERK'S AISLE

TALL CASES
FIGURE
41 SINGLE
AISLE STORE

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The store maybe divided into two principal functions:

I. The exterior compronusing the storefront, the show window
and the displays that gives identification.
2. The interior where the promised of the storefront displayed -
delivers.

In short, thefront attract the sale, the interior consummate it.

FIGURE 42 SINGLE AISLE STORE

The Retail Shop Entrance

Planning Considerations:
The location of door should be related to the pedestrian tramc
flow.
2. The elevation of sidewalk, the store floor, and the interior
layout of the shop, plus the show window should not only
attract the passers-by, but also induce them to enter the
store.
3. Customers who are on window shopping only, may be
tempted and forced to buy once attracted by any of the
merchandise on display.

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4. Attracting customers could be accomplished by means of

advertising, show window display, introducing new style,
and much more, when the price is right

Store Space
Planning Considerations:

l . A well-organized store space and its merchandise for

sale, help the customers find the object easily. On the
other hand, it is also easy for the storekeeper to check
the items and determines the profit or loss.
2. Merchandise and space should be well arranged, providmg easy
circulation and exposure of the merchandise.
3. Monotony in circulation and display of merchandise should be
avoided
4. Location of fitting room should be conveniently near ffe items
being sold.
5. Location of storage room should not permit the sales
person to leave the counter too long a time.
6. Fixture design should not let the sales person reach an
item in the shelf too high or stoop too low, except in
enclosed storage room where stool or ladder can be used.

Self Service
Planning Considerations:
I. The trend is for the customers to select and handle the
merchandise that attract them.
2. The self-service method, speed up selling because, the stock is
easily accessible to the shoppers.
3. Ihe self-service method however, is not applicable to valuable
small items like jewelries.

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Retail Shop
Retail shop size has no specific standard measurements.
Whatever convenient to both store operators and customers are
considered approved and adopted

Planning Considerations:

1. In large cities, the size of a shop with one customer aisle,

usually provides 3.60 to 4.50 meters wide by 20 to 30 meters
long
2. The height from floor to ceiling is normally about 3.60 meters
without mezzamne.
3. If mezzanine is desired, the height should not be less than 2.20
meters above the ground floor level.
4. A mezzanine floor for ceiling may be as low as 1.95 m. if used
for service space only, but for public occupancy or use, the
height should not be less than 2.10 meters.
5. If there is a basement floor, the height should be from
2.40 to 2.70 meters clear distance from floor to ceiling.

Show Window
Planning Considerations:

I. Show windows must be accessible with ease in placing and

changing the display items. Likewise, display item could be
dressed and cleaned as quickly as possible.
2. Back window may be opened or closed depending upon the
type of the shop. Storage space is necessary for the keeping
of accessories such as foams, blocks, panel, background etc.
3. For easy window cleaning, provide an access panel with
sufficient width to permit entry of tools and equipment 4.
Dummy window is sometimes used on rolling platform.
5. Distorted glass and mirror should not be installed.
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6. Show window lighting reflections should be controlled,

although lighting intensity could be increased above ordinary
for good vision and competition

Side
30 to 40

FIGURE 4-3 OPTIMUM SHOW WINDOW

30 to 40

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VIEWING

FLOOR

VIEWING PLANE

DOOR

FIGURE 4-4 SHOW WINDOW FOR FIRST AND SECOND FLOOR

175

DRESSES AND CUSTOMERS SPACE BLOUSEAND LINGERIE

COAT

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FIGURE 4-5 HANGING CASES

95

15 45 5

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FIGURE 4-6 NECKWARE AND PANTIES CASES

FIGURE 4-8 SECTIONS FOR TYPICAL FIXTURE AND AISLE

HOSIERY &CLOVES HABERDASHERY

FIGURE 4-9 MENS WEAR CASES

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Adjustable
shelves

Garments
tray

FIGURE 4-10 UNDERWEAR AND KNIT GOODS CASES

FIGURE 4-11 MENS WEAR CASES

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