Departmental Store

A departmental store is a set-up which offers wide range of products to the end-users under
one roof. In a department store, the consumers can get almost all the products they aspire to
shop at one place only. Department store retail is a business that sells products and services
directly to customers. The businesses do not sell products with an aim of reselling them. Rather,
they target family and individual needs. The major role of the departmental store retail is to get
products from producers to consumers. They are important in directing the physical flow of
goods and services from their point of production to their point of consumption.
At the departmental retail, the retail operator has a direct contact with customers. This
contact is crucial in any business since the operator can discover and attempt to meet the needs,
tastes, and preferences of consumers. In departmental retail stores, there is a wide variety of
product lines and merchandise dealings.
Large departmental stores have different departments and sections that sell different
merchandise to customers at one point. With close monitoring of clients, departmental retail
operators strategize to attract more customers and to satisfy their needs through various
management issues. Such management issues include merchandise assortments, store layout
and design, customer traffic flow, retail pricing, and store location. They therefore deal with
large varieties of products in a bid to meet diverse customers’ needs. Merchandise assortments
differ widely as the merchandising departments differ in various retail stores.
The merchandise division in each of the three retail departments is responsible for buying and
pricing of the merchandise.
After the merchandise is acquired, the sales promotion department takes over to advertise
and display the assortments. Various goods are paced in different categories according to their
usability, relatedness, for example, complementary or supplementary goods. The division sorts
out the items to be placed together for display in a similar unit of point.
The merchandise and the assortment is put in such a way that foodstuffs are placed far
from apparels. Foodstuff are placed in one floor while the apparels and footwear are placed in
another floor. Various apparels are displayed according to their relatedness. For example, men’s
vests are placed next to their socks and underwear. The merchandise can also be assorted
according to brand, designer, and quality. The premise is to give the customer a touch of class
and uniqueness. The designers and the brand of apparels that the customers prefer create the
difference. The merchandise differentiates the assortment. Merchandise is organized by
consumers’ needs. For example, men’s wear are placed under one floor while children’s wear
are placed in a different floor. The different categories of merchandise are placed in different
floors.
Some large departmental store have cafe and a bar at the top floors for customers who prefer
lunch in the company. Each of the class of apparels, other goods, and services occupy a
different floor. For instance, a whole floor holds men’s wear such as suits, shoes, outwear, and
other fashions for men. New departmental stores now incorporate research library for as a
means for social engineering in retail outlet.

Personnel positions are in a departmental store?

In each of these departments, depending on the size of the store and the sales volume it does
each week, the following personnel positions are provided:
 Department Manager (usually 1)
 Assistant Department Manager (usually 1)
 Product Buyer/Order-er (1 or more depending on the size of the department)
 Stock clerks (anywhere from 3-10 or more per department)
The Front End mostly consists of cashiers and baggers in addition to the department manager
and assistant manager.
Then on a more store-wide level, there would be support positions such as:
 HR (usually 1) – Responsible for payroll support, hiring, firing, disciplinary matters
Receiving (the person responsible for receiving the delivery trucks and sending the products to
the departments to be stocked) – this could be 1 person or multiple depending on the size of the
store.
 IT – Larger, more complicated stores would have an IT person responsible for price
accuracy for the printed price shelf tags, maintaining the computers, point of sale
software the cash registers use, and any electronic scales that weigh and print prices
Custodians – departmental Stores should have employees who just clean, sweep, mop up spills,
and empty trash cans. Floor shinning/polish should be done as necessary.
Design consideration of departmental store
There are four main groups to be analyzed:
 the external variables,
 the General Interior Variables,
 the Layout and design Variables,
 the Point-of-purchase, and the decorations

The External considerations

 Exterior signs
The exploration of exterior signs is the initial part of the whole process of the design strategy
for retail attractiveness. Despite of urban visual pollution, most of the retailers largely explore
those signs to maximize the advertisement potential to dispute the public reaction (Nasar &
Hong, 1999). The retailer’s designers implement several forms of design in signage ranging
from different colors, font sizes, lighting effects, and the most important the strategic location:
crowded public areas and routes with intense vehicle traffic. Food retailers are the main
explorers of exterior signage techniques and their arousal consequences promoted by their
brand logo among consumers (Kent, 2003).

 Entrances
The exterior design relies on oriented commercial design allied with customer attractiveness;
hence, the entrance plays an important role as an architectural element. According to the
entrance design proposal, retailers stimulates the customer entry willingness and select the
targeted customer for the store environment (Roozen, 2019).

 Exterior display windows

Likewise, the entrances, the exterior windows are responsible for the first impressions on
potential consumers (Roozen, 2019). Therefore, the emotional effects caused by the exterior
display are important elements to be investigated and designed due to the product exposition.
The windows design, dimensions and positions enhance the existent relation between product
exhibition and customers’ attention (Lamberton & Diehl, 2013). 8
 Height, Size of the building
The buildings dedicated for retail activity, in general terms, are not necessarily properties from
the retailers. It is important to illustrate the relationship between landlords and tenants to
examine these two variables. The categorization among retailers is significant to understand the
control of building dimensions. Large retailers, for example, food retailers, supermarkets and
large franchises obtain more control over these two variables owning to the financial robustness
and design standard requirements of the brand and franchise for tenancy.
Therefore, the building dimensions, especially for new constructions are designed according to
the retailer’s standards. However, in most of the cases, especially street commerce, these
variables are rarely altered owning to the construction restrictions, elevated costs of legal
modifications and landlord agreement (Roozen, 2019).

 Color of building
According to Baker (1994), color tonalities offers an emotional influence over customers in
which might cause a psychological impact, positive or negative, in the store evaluation. Colors
are selected according to the brand’s view and marketing strategy. The color of the façade is
connected to the project communication of the brand, for instance, the company’s logo where
instigates the customer to identify the company with the building. The color choice is a
significant variable for the external design and highly correlated to the customer’s opinion of
the store environment.

 Surrounding stores
The retail environment must be examined through a broader perspective not only the internal or
external features. The context in which the store is located has a considerable influence on the
commercial, marketing, and design strategies. The neighborhood context has a positive
influence over the retail environment, from street commerce until shopping centers, commercial
agglomerations promote positive externalities (Teller & Reutterer, 2008).
The concept of “coopetition” between retailers generates a win-win relation once enhance the
general quality of the architectural design owing to the competition from other sellers and
indorses the preferred consumers allied with the income (Teller & Reutterer, 2008).
 Lawns and gardens
The landscape design is part of the design approaches adopted by retailers to enhance the shop
experience. The investment in “green areas” stimulates the pleasantness of customers, the
emotional variable largely explored mainly shopping centers for the increase of expenditure
time, inside the commercial zone. The gardens and lawns are also designed for the
environmental issues being incorporated in the public access level, but also as rooftop in the
form to collaborate with temperature control and natural cooling (Yudelson, 2010). 9

 Address and location

The location is vital for the functioning and survival of a retail store. The accessibility for the
retail store and its surroundings must provide the most comfort for the end-user, therefore, the
location has significant importance for retailer’s site location choice (Li & Liu, 2012). From the
urban insertion viewpoint, retailers trace the characteristics of the target the region, hence, the
most satisfactory design for the location, aiming to fulfill a commercial gap in the area or to
establish a milestone commercial environment

 Architectural style
The architectural style, by the visibility of the variable, is one of the most impacting variables
from the consumers and retailers the association between marketing strategies, company values,
and consumer intentions (Baker, 1994). In general terms, the commercial architectural style
diverges according to the industry operated by the retailers. For instance, Health & beauty,
food, fashion, entertainment, department stores, home & DIY, adopts external architectural
styles divergent, however following similar organizational structure (Stanton, 2018).

 Surrounding area
The comprehension of the surroundings, from a retail and urban perspective, is crucial for the
competition among retailers and the wellbeing of local inhabitants (Li & Liu, 2012).The
shopping experience is accountable for considerable changes in the local context, through the
development of better urban interaction areas: parks, squares, new accessibility routes and the
cultural enrichment across the flux of different population background (Teller & Reutterer,
2008).
 Parking availability and Congestion and traffic
Customers are highly influenced by the environmental conditions and the surrounding area
conditions are also elements of customer evaluation for shopping (Li & Liu, 2012). The parking
availability and traffic situations are variables, partially controlled by architects and retail
designers. However, accessibility conditions must be designed in favorable conditions for all
types of transportation. The access will affect customer’s emotions positively contributing to
shopping experience (Teller & Reutterer, 2008).

 Exterior Wall
The external communication is vital for the retails project communication, the exterior walls
are considered as the concrete link between the customer and brand. The surface is
commercially oriented to contribute to the identification sense and to improve sales (Kyle B.
Murray, 2013). 10

The general interior

 Flooring and carpeting

The quality, the colors, the stamps of carpets and flooring influence customer opinion about
product quality (Baker, J.1994). Flooring and carpet design and quality are Interior variables
relate to the merchandise store level quality. These variables are important for customers
‘orientation inside the interior ambiance defining the different usages and proposals of the store
(Yu, 2015)

 Colours
The commercial potential of colors is a variable commercially implemented on the external
environment as a brand symbol, but also influence in the interior design concept. Colors are
commercially explored by retail designers owing to the range of emotions stimulated by the
variable. The consumer’s attention is influenced by the shade of colors, for instance, cool and
darker colors are applied in areas (Spence, 2014).
 Lighting
The lighting design, similarly, to colors, is a strategically visual variable largely financially
invested by retailers in the outdoor and indoor environment (Spence, 2014).The exterior
lighting design implementation is related to the brand image and the signage; however, the aim
of the interior ambiance has a broader function in terms of design function.
The interior illumination is designed to orient the interior flux movement and, simultaneously,
to highlight products. For instance, customer’s time expenditure is higher in brighter displays in
comparison with lower enlightened. Moreover, lightning designs affect customer’s perceptions
through the influence of the emotional state, to achieve pro-consumption behavior inside the
store atmosphere (Spence, 2014).

 Music
The flooring, the colors, and the lighting are visual aspects largely invested by retailers in
contrast with sensorial variables. However, music and its effects over the environment
transformed it into one of the most studied variables from retail research (Garaus, 2019).
According to (Spence, 2014), the sensorial shopping experience also affects the customer’s
perceptions and promotes positive emotions.
Despite of the visual characteristic of the architectural concepts, the Music could be translated
as design variable once directly affects the performance and the usage of the store environment.
The background music, including the style and volume level is designed to be played according
to the ambiance. The commercial strategy ranges from Calm and relax music styles to promote,
in general, promotes positivity, hence, guiding client to consume more. Besides the music style,
is responsible to track customer’s age group according to the musical style (Yildirim, 2015). 11

 Scents
The sensorial experience is an “old” variable extensively applied by retailers in the most
organic form. It is important to stress the origin of retail activity was based on street commerce
where merchants use different forms of advertising, including the olfactory experience.
According to (Schifferstein, 2002), the odorant effects have the same influence impact as other
variables for customers’ spatial assessment, for instance, signage or display products. For
instance, food retailers widely explore the odorant effects as a natural form of product
marketing owning to the association between customers’ emotional memories and the store or
product (Schifferstein, 2002).

 Width of aisles
The width is also an element of customer emotions once an overcrowded space infers a low-
quality ambiance and consequently a store assessment (Baker, 2002). The architectural
atmospheric variables in the design are linked to the functionality and for the best store’s layout
performance. The aisles are spaces dedicated to people passage and designed to connect
different ambiances.
However, in retail design aisles are not the only concept as a connector in between spaces but
as important displays areas for the retail activity. Thus, the width of the aisles must attend
shoppers, in terms of dimensions, to promote an adequate flux without obstruction (Yu, 2015).
12

 Paint and wallpaper

These two tangibles variables are pertinent for the store interior communication. The interior
layout offers, similarly, to flooring and carpeting, a stronger visual communication. The paints
and the wallpapers often contain the brand / product information and support customer
orientation (Yu, 2015).

 Ceiling composition
The ceiling composition is a variable particularly limited in terms of literature. In most cases is
linked to other variables for instance: building height, temperature, lighting, and acoustic
ambiance. The ceiling composition in retail design has a similar proposition from other
architectural ambiances and usages. The technical approach is the main core of the ceiling
composition supporting the network distribution, heating and cooling systems embedded or
exposed for the interior environment. (Leydecker, 2013).

 Temperature
The ambient environment is a controlled variable and designed according to the retail proposal
and customers’ comfort. The retail interior operates different sensorial aspects for the shopping
experience including the ambient temperature. The customers’ comfort is one the main goal for
retailers to increase the spatial attractiveness correlating with sensorial memories (Moller,
2013). The sensorial experience through temperature is linked to the commercialized product.
For instance, clothing retailers’ adequate temperatures for customers comfort in fitting rooms or
reduce the temperature in shoe stores owning the odor promoted by shoeing (Moller, 2013).

 Cleanliness
The set of these variables in the retail environment and the quality are associated with
customers’ perceptions (Moller, 2013). The organization, the lightning, the colors, the products
displays, and service quality are variables highlighted by retail designers and architects. For
instance, customers attribute the cleaning conditions as a significance variable for the restaurant
evaluation and quality of the offered product and service (Moller, 2013). 13

 Merchandise
The merchandise based on large product advertisement is one of the old marketing strategies
from retailers since brick and mortar until shopping centers. In retail design, the visual impact
is the base for merchandise. The interior design proposal is based on the visual aspects from the
product displays, price tags and multiple windows displays (Grewal, 2017).

 Placement & Grouping of merchandise

The merchandise, as cited in the general interior design group, is relevant for customer
attraction and reflected in the design strategies for the retail store concept. On the same
reasoning, the placement and grouping of merchandise are based on the customers’ interests
and products association (Isti, 2010).
The internal layout and product distribution are influenced by consumers ‘choices’ behavior
and product type. The retailers explore the shopping experience through the creation of a chain
of interdependence among several products, hence, increasing the time expenditure and
consequently, increasing the sales performance (Isti, 2010).
 Workstation placement
The workstation placement is growing demand, mainly for retailers that offer customized
service for customers. The constraints are associated with the equipment’s accommodation,
from the furniture, the electronic devices and the adequate space for the employees and
customers. The layout must be organized to not interfere in the consumer flux (Huffman, 1997).

 Placement of equipments & cash registers

From the retail literature review, it is possible to trace the influence of grocery stores as cutting-
edge environments in retail activity. The evolution of the contemporary retail layout is based on
the grocery and food retailer’s evolution (Stanton, 2018). The placement of cash registers is
important to understand the current layout concept applied in the retail environment. The
allocation of cash registers and other equipment, next to the exits of the store environment, is a
result of a new organization system called self-service, developed in 1916, in a small grocery
called Piggy Wiggly, Memphis (Freeman, 1992). The new cash registers positioning supported
by the new layout permitted the creation of oriented customer flow. 14

 Waiting areas & Waiting rooms

According to (Garaus, 2019), the experience in waiting areas and rooms are a considerable part
of the set of the environmental assessment by customer’s perceptions. The goal of these spaces
is oriented to offer a distraction for the customers and occasionally product advertisement, for
instance in bank agencies (Evanschitzky, 2015). The design of the waiting areas consists of the
use of some mentioned variables such as the music soundtrack and the extensive use of
electronic devices, but not an elaborated strategy in terms of architectural design.

 Department locations
The store distributions on the floor plans of department stores are organized according to the
association of the brand, the quality of the commercialized products and customers ‘flux.
(Ikeler, 2016).

 Traffic flow & Waiting queues

The layout and design variables are favorably related to the consumer’s flow and store
organization. The traffic flow is linked to the store layout, particularly promoted by the concept
as “walk the stores”, where customers circulate with no obstruction for shopping (Stanton, J.
2018).The customers flow is directly associated with the reduction waiting for queues,
principally at the cashier registers or entrances/exits, the crowding promoted by queues affects
customers’ perceptions and about store quality (Roozen, 2019).

 Racks and cases

The racks and cases similarly as product display or exterior where the dimensions and the
visibility are essential for the merchandise. In addition, according to (Moye, 2002), the racks
and cases attention deviates from the customers’ preferences or purchase orientation.

 Furniture
The furniture, as other variables interior design variables with high visibility inside the
shopping ambiance is highly associated with the quality and affects customers’ perceptions
(Murray, 2013).The choice of the furniture characteristics: style, colors, dimensions, and
materials are elements that influence the entry willingness and select social-economic
customers market segment. (Yildirim, 2015).

The Point-of-purchase and decoration variables

 Point-of-purchase displays
The Point-of-purchase displays or nominated as POP are products displays strategically
allocated in areas with elevated traffic flow entrances or cashiers owing to the variable has
influence on the environment and customer’s attention (Sigurdsson, 2010).

 Wall decorations
In the interior design and architectural layout for retail environment the walls are not designed
to divide ambiances. Longer and larger walls are designed for shelving thus the decoration is
oriented for product displays (Murray, 2013).
 Pictures & Artwork
These two variables influence, and usage application are similar in retail environment. The use
of images or colorful paintings are a designed as a support strategy for other variables like
windows display and traffic flow (Kernsom, 2010).

 Product displays
The variable has similarity with POP to stimulate the production consumption. The Product
display affect the consumption stimulus, even for products with controlled sales, for instance,
cigarettes (Burton, 2012).

 Teletext
The variable is not causally linked to the retail environment functioning as data for customers
capture. The system works and loyalty programs, card, or mailing (Murray, 2013).
For these specific variables: Signs and cards, Degrees and certificates, Usage instructions and
Price displays, it was not found relevant literature for analysis.

The Layout and design Variables

 Space design and allocation

The retail environment organization is designed for two main goals, the visual impact and sales
performance. The product allocation must be aligned with the design proposal and oriented
according to the internal customers’ flux. Therefore, the shelves are crucial for the internal
layout once the size and their position are highly associated with the sales performance of the
displayed product (Yujie, 2016).

Functional layout
It is well known that furnishing arrangement also greatly influences people behaviour when
shopping. It is important that the store layout contributes to a positive shopping atmosphere,
inviting customers to prolong their stay in the supermarket and encouraging a certain number of
unplanned purchases, the so called ‘instinct purchases’. The longer a customer is in a store, the
more likely she is to buy — therefore, the goal is to keep her shopping longer. Escalator
placement (arrangement of the down and up escalators), arrangement of fixtures and even the
placement of departments affect the store's traffic.
For example, some food retailers put necessities such as eggs and milk in the back of the store
so the customer has to navigate through other merchandise to get to them. Department stores
also use this strategy, putting the kids department on the top floor so that parents have to walk
through other sections — thus increasing the likelihood that they will purchase more.
The layout can organize product categories together so that customers find different items they
are looking for in one location. Equally as important is the layout's ability to keep
complementary products or similar brands in proximity so that a customer will be more
inclined to buy products connected to the one they are shopping for. Grouping together
designers that cater to a similar customer, or merchandising winter hats, gloves and scarves in
the same area, is a way to bring additional cross-category or cross-brand sales.
A lot of time, effort and manpower goes into offering the key features of a good store layout.
Retailers use layout to influence customers' behavior by designing the store's flow, merchandise
placement and ambiance. Layouts also help retailers understand how much revenue per square
foot they are making; using this information, they can properly assess the strengths and
weaknesses in their merchandising mix. Advantages of a departmental store layout are
discussed below

 Maximize Square Footage

A retail space makes more money when it maximizes sales per square foot, and this can be
predicted with the use of its layout. So if a specific area is lacking in sales, the retailer can
rearrange merchandise to meet sales goals. Thus one of the objectives of store design is to put
as much merchandise on the floor with a mix of high- to low-priced goods and fast- to slow-
selling goods.
For example, a high-priced flat-screen TV will be merchandised with low-priced accessories.
Additionally, high-priced items might be allowed more retail space, whereas low-priced items
might be stacked on a fixture to place more products on the floor.
 Theft Prevention Objectives of Store Design
Preventing shoplifting and theft is another purpose of store layout. High-priced items are
sometimes kept in locked showcases in the rear of the store. Small items that can be easily
shoplifted can be kept in a display or in designated section where there is more security
support. Sometimes the store layout places the exit in area that either passes security or requires
an extra maneuver, making it more difficult to flee the store with stolen merchandise.

 Foster Positive Attitudes

Most retailers want customers to feel at ease and comfortable when shopping so that they
transfer the same sentiments to the items they are purchasing. The store layout design can
determine what emotions are evoked in the shopping experience. Factors such as merchandise
arrangements, fixture colors and aisle space affect whether a customer likes, and therefore
frequents, a store.
Tall fixtures that restrict visibility might cause anxiety in shoppers, as they are forced to
navigate every aisle. In clothing stores, a congested or ill-designed layout where fixtures are too
close together can create tension, rushing shoppers through their purchase. Open layouts where
merchandise is visible can eliminate tension, making customers want to shop longer.

The interior retail store layout has two important components:

 Store Design: The use of strategic floor plans and space management, including furniture,
Displays, fixtures, lighting, and signage. We’ll further discuss a variety of popular retail floor
plans.
 Customer Flow: This is the pattern of behavior and way that a customer navigates through
a store. Understanding customer flow and the common patterns that emerge when customers
interact with merchandise based on the store layout is critical to retail management strategy.
Physical retailers are able to track this using analytic software and data from in-store video and
with the signal from smartphones. For example, solution providers like Retail Next provide
shopper analytic software for retailers to understand flow and optimize the customer experience
based on in-store video recordings. The technology also exists to track the digital
Customer flow and online shopping behavior. Using “cookies” and other software, online
retailers can track customer behavior, including how customers interact with their website.

Layouts that Maximize Your Space

It is essential to understand your customer flow and the general patterns of navigation in your
Specific retail environment before you can optimize customer experience and plan a strategic
store layout. Retailers, consultants, store planners, interior designers, and architects all use a
variety of retail floor plans and concepts to influence customer flow and behavior. Retail giants
along with small, independent retailers can improve customer experience, and in return, long
term Profitability with efficient store layouts.

Step One: Target The First Floor

The first step to maximize your profitable retail space might be the most unavoidable, however
the principle and knowledge behind the customer behavior is crucial for understanding your
overall design strategy. Walking up and down stairs or using elevators and escalators to
navigate a store hurts customer flow. When possible, planning for a single floor store design
will optimize the customer experience. Exceptions exist, such as downtown locations where
real estate is at a premium or large department stores with multiple categories of merchandise.
Retailers should consider customer perception if they are a luxury retailer, as shoppers
often associate multi-level stores as “elite.” Conversely, if a discount retailer is planning store
layouts, as customers associate single floor layouts with “less high-end” merchandise. Consider
your overall retail strategy and store layout design prior to selecting your store location. If you
have multiple floors, account for the preferences of first floor shoppers by using this space for
the feature or high-margin merchandise in your retail mix.

 Step Two: Identify Customer Flow

Ebster presents some general rules for customer traffic. Customer flow patterns vary depending
on the type of retailer, the size of the store, and the target customer. Ebster encourages retailers
to use their observations to discover the problems and opportunities unique to their
environment.
The next step in maximizing your space for profitability is identifying your customer flow.
The most effective method for understanding your existing customer flow and identifying areas
of opportunity is video recording and heat mapping analysis. This service is available via
solution providers such as Prism (you can also do a quick online search for heat mapping
consultant services in your area). However, setting aside different times of the day to make in-
store observations in person and recording your notes is a step in the right direction for
identifying customer flow patterns.

 Step Three: Avoid The Transition Zone

After you identify how your customers navigate your entire retail space, turn your attention
back to the entrance. The transition zone area, coined the “decompression zone” by Underhill,
refers to the space just beyond the entrance to a retail store. The average customer needs this
space to transition so they can familiarize with the new environment. Underhill is adamant that
nothing of value to the retailer, not high-margin merchandise, prominent signage, or brand
information goes inside this zone. Customers need time, however brief, to adjust to new
lighting, smells, the music, and the visual stimulation in the store.

 Step Four: Design for Clockwork Navigation

The next step moves beyond the transition zone and shifts the focus on how to leverage a
customer’s tendency to navigate the retail environment. The area just outside of the transition
zone is where most retailers make a first impression. Customers consistently turn right after
entering the store and continue to navigate the store in a counterclockwise direction. Ebster
points out that this customer behavior repeats itself time and again in consumer research.
Although researchers and design professionals have different explanations for the reaction, in
general, many recommend displaying high-margin merchandise and valuable information just
to the right of the entrance (outside of the transition zone). Underhill popularized the “invariant
right” and proved the effectiveness of the technique with thousands of hours of video.
 Step Five: Remove Narrow Aisles
Finally, follow your customer flow through the transition zone and around the retail space in a
counterclockwise pattern. Search for tight spaces or bottlenecks along aisles or around fixtures
and displays. Repeated analysis of Underhill’s video research demonstrates that customers in
the
US — women in particular — value their personal space when shopping. If a customer is
touched, bumped, or otherwise interrupted when interacting with merchandise, they are likely
to move on from the items or exit the store altogether. Ebster uses customer behavior research
from one study of a supermarket to further advocate for broader aisle design. Video analysis
showed fewer customers entering narrow aisles in the store compared to the more expansive,
accessible walkways. These aisles send positive signals to shoppers and positively impact
customer flow and merchandise interaction. Avoid narrow aisles and corridors when planning
your store layout and strive to protect customers from what Underhill coined as the “butt-brush
effect.”

Essential departmental Store Layouts

Once you research and understand how customers navigate your store, you can start influencing
how they interact with the merchandise. The foundation for this strategy is the design of your
store floor plan. To create an environment that strategically emphasizes the desired purchasing
behavior, it is essential to use all of the floor space you have allotted for merchandise, base
your layout on the principles of customer behavior, and not sacrifice customer flow for artistic
taste.
With these factors in mind, the following are common store layouts for your consideration.

Forced-Path Store Layout

This layout directs the customer on a predetermined route through the retail store. As an
example, Ebster uses furniture retailer IKEA to demonstrate the use of the forced-path store
design. this type of store layout achieves a uniform and efficient customer flow that promotes
higher sales. Ebster discusses the advantage of a forced-path layout: Every aisle in the store is
maximized. With customers exposed to all of the merchandise offered, this design might entice
the customer to make an unplanned purchase. However, he points out that using this store
layout risks irritating shoppers that have a specific task and desired location, and could also
overwhelm shoppers by hurrying them through an experience of customers all moving in one
direction together, quickly.

Grid Store Layout

The grid store layout design is a familiar, repetitive pattern favored by retail drugstores like
Walgreens and hardware stores like Ace Hardware. According to Ebster, there are multiple
advantages to the grid layout, including the following:
 Customers can move quickly through an efficient floor space using standard fixtures
and displays.
 The presentation is uniform and comfortable due to its popularity, creating a seamless
customer experience.
 Design simplify inventory control for the retailer - a key to retail strategy that leverages
store design to maximize profitability.
However, the downside of this layout is the lack of aesthetics and the “sterile and uninspiring”
environment often associated with its use. To counter this, Ebster recommends effective
signage to guide customers and create a “cognitive map” of the store

Loop Store Layout

Also known as the “racetrack” layout, think of the loop design as the “yellow brick road” of
retail store layouts. Ebster uses this analogy to describe the way a loop store layout uses a path
to lead customers from the entrance of the store to the checkout area. This is a versatile choice
for store design when implemented with another layout style or used as a prominent feature of
the retail store. Ebster recommends this layout for a larger retail space (over 5,000 square feet)
and encourages a clear and visible loop for customer flow.
Designers accomplish the loop effect by making the floor path a standout color, lighting the
loop to guide the customer, or using a different floor material to mark the loop. Lines are not
recommended, as they can be a psychological barrier to some customers, potentially
discouraging them from stepping away from the loop and interacting with merchandise. Ebster
encourages a loop design that rewards the customer with interesting visual displays and focal
points on the way to the checkout area.

Straight Store Layout

The straight store layout is efficient, simple to plan, and capable of creating individual spaces
for the customer. Plus, a basic straight design helps pull customers towards featured
merchandise in the back of the store. Merchandise displays and signage is used to keep
customers moving and interested.
Liquor stores, convenience stores, and small markets use the straight design efficiently.
However, the drawback is the simplicity: Depending on how a customer enters the store and
moves past the transition zone, it may be more difficult to highlight merchandise or draw them
to a specific location.

Diagonal Store Layout

Just as the name implies, the diagonal store layout uses aisles placed at angles to increase
customer sightlines and expose new merchandise as customers navigate through the space. A
variation of the grid layout, the design helps guide customers to the checkout area. Small stores
can benefit from this space management option, and it is excellent for self-service retailers
because it invites more movement and better customer circulation. When the checkout is
located in the center and possibly raised up, the diagonal layout offers better security and loss
prevention due to the extra sightline effect. The downside of this layout is that it doesn’t enable
the customer to shortcut toward specific merchandise, and the risk of narrow aisles is higher.

Angular Store Layout

The name of this design is deceptive, as the “angular” store layout relies on curved walls and
corners, rounded merchandise displays, and other curved fixtures to manage the customer flow.
Luxury stores use this layout effectively because, according to Herb Sorenson’s research from
Inside the Mind of the Shopper: The Science of Retailing, customers notice free-standing
product displays 100 percent of the time (end cap displays - those at the end of aisles - also get
noticed 100 percent of the time).
There is a perception of higher quality merchandise that the angular layout leverages to
target the appropriate customer behavior in that environment. And although this design
sacrifices efficient space use, because of the rounded displays and limited shelf space, if a
retailer has sufficient inventory storage away from the sales floor, this layout is useful in
creating a unique perception.

Geometric Store Layout

Popular with retailers targeting trendy millennial and Generation Z demographics, a geometric
layout offers artistic expression and function when combined with the appropriate displays and
fixtures. The unique architecture of some retail stores, including wall angles, support columns,
and different ceiling styles mix well with the uniqueness of a geometric layout.
Merchandise displays and fixtures of various geometric shapes and sizes combine to make a
statement, often as an extension of the retailer's overall brand identity. Clothing and apparel
stores use a variety of environmental merchandising strategies (for example, music, scents, and
artwork) with the geometric layout to enhance the customer experience.

Mixed Store Layout

The mixed store layout uses design elements from multiple layouts to create a flexible option
for retailers. Department stores use a compelling mix of straight, diagonal, and angular
concepts, among other design elements, to create a dynamic flow through a range of
departments featuring a variety of merchandise.
Large grocery store chains also successfully combine mixed store layout elements. For
example, customers have the flexibility to navigate through a grid layout for their basic
groceries but feel compelled to search the angular displays featuring high-margin wine, beer,
and imported cheeses. The advantages of combining different store layouts seems apparent, but
the space and resource requirements to maintain this design can pose difficulties to retailers.

What Is a Free Flow Store Layout?

 A free flow layout rejects typical design patterns and styles commonly used to influence
customer behavior. In a free flow layout, the intent is not to lead the customer using predictable
design patterns, displays, or signage. There are no specific design rules followed for this retail
store design, and customers have more liberty to interact with merchandise and navigate on
their own.
For this reason, the free flow layout is sophisticated in its simplicity.
Ebster points out that customers feel less rushed in this creative environment. Retail stores look
less sterile in the free flow design, and merchandise may seem more intriguing. The only
limitation for retailers using this layout is the overall space available, but that doesn’t mean that
the research on customer navigation behavior and tendencies shouldn’t be accounted for as
well. The main disadvantage to this experimental design layout is the risk of confusing
customers past the point of their preferred behavior and disrupting customer flow.

Dimensions and design tips

 There are several national and local regulations regarding dimensions when it comes to
designing a supermarket.
Below we provided some approximate store measurements, however you should always refer to
your local standards.
 Height for newly built premises ≥ 3.00 m (118.11 in);
 Height for pre-existing premises ≥ 2.70 m (106.29 in);
 Minimum height of emergency routes and exits – 2.00 m (78.74 in);
 Emergency routes and exits must remain clear of any obstacles;
 Emergency door width ≥ 0.80 m (31.49 in) – sizing depends on the premise level of
crowding;
 Provide changing room and toilet facilities for staff;
 Retail mezzanine floor area ≤ 2/3 of the store surface Minimum height above and below
the mezzanine ≥ 2.40 m (94.48 in) (Average height ≤ 2.20 m/ 86.61 in for sloped roofs);
 Mezzanine depth≤ 2.5 times the lower one of the previously indicated height
measurements.

Case Studies
Departmental store
these case study of departmental store in mind, with the following merits and Demerits and
characteristic features.
Characteristic and features
i. Departmental stores are large sale retail establishments.
ii. They have numbers of departments organized under one roof.
iii. Each department specializes in a particular kind of trade.
iv. Their basic principles is that it’s easier to sell more goods to the same customers by
providing a large variety of goods than to sell the same kind of goods to many customers.
v. Their aim is to provide quality goods and services to the customers.
vi. The are located in the important central places of the big cities huge amount of capital is
required to establish a departmental store.

Fig i. Departmental store in Dubai

 Fig ii departmental store in New jersey USA

Advantages (merits)
 A departmental store enables the customers to purchase all their requirements under one
roof and the customers need not go from one shop to another for making purchases.
This provide great conveniences to the customers and also saves their time and labour.
 Wide choice. The departmental store keeps a large variety of products and hence offers
an opportunity to the customers to select goods of their liking from large stock of goods
of different qualities, braids, designs, colors, styles etc.
 Economies of large scale. Departmental stores, being large scale establishment, enjoy
all economics and benefits of large-scale organization. This reduces their cost and
increase the profit
 services; the provide many unique services to their customers like free home delivery,
accepting telephone orders, restaurants, and recreational activities
Disadvantages (Demerits)

 Distance. As the department stores are generally located in the central places,
people living at a distance cannot take advantages of the departmental stores.
 High cost of operation. Doing business is very high in case of departmental
stores as they have to pay high rents, salaries to staff and spend much on
various facilities provided to the customers.
 High prices due to cost of operation and establishment, the prices of
commodities in departmental stores are comparatively high. Thus only the
rich people can afford to take advantages of the departmental stores
 Difficult to establish thus the departmental store requires high amount of
initial capital investment and a number of specialized persons for their
establishment