Name: Juvillene V.

Landero
Store: Coffee Stop
Location: Sitio Sipaway, Toledo City

GET OUT AND DO IT

STORE LAYOUT, DESIGN, AND VISUAL MERCHANDISING

a) In general, are the store layout, design, and visual merchandising techniques consistent with
the exterior of the store and its location?
 The exterior design and layout of the store are consistent with the surrounding
buildings. The store maintains a clean slipstream between the store and its neighbors,
while still providing visibility and interest to passers-by.
b) Is the store’s ambience consistent with the merchandise presented and the customer’s
expectations?
 The store’s ambiance is composed of a combination of colors to accommodate the needs
of multiple age groups. The colors are not too loud, yet they are eye-catching.
c) How do the store’s layout, design, and visual merchandising support the following objectives:
(1) Implements the retailer’s strategy, (2) Builds loyalty, (3) Increases sales, (4) Controls costs,
and (5) Meets legal requirements?
1. The design should align with and reinforce the retailer's strategy by meeting the needs
of the target market and creating a sustainable competitive advantage.
2. When customers have consistently rewarded experiences when they visit a retailer's
store or website, they are motivated to revisit it and build brand loyalty with the
retailer.
3. Store design has a substantial effect on what products customers buy, how long they
stay in the store, and how much they spend during a visit.
4. control the cost of implementing store design and maintaining store appearance
5. protects people with disabilities against discrimination in employment, transportation,
public housing, telecommunications, and state and local government activities.
d) To what extent are the store’s layout, design, and visual merchandising techniques flexible?
 The layout of the store is flexible in this location as each type of merchandise is divided
into different sections, yet at the same time allows for an easy flow of customers
through the store. Each section has different merchandise, wall colors and lighting that
evoke different emotions in each area
e) How does the store utilize atmospheric elements such as color, lighting, music, and scent? Are
these uses appropriate given the store’s merchandise and target market?
 The lighting inside a retail store can be used strategically to highlight products on
display or to create a comfortable environment for consumers
f) Is the store’s design environmentally friendly? If yes, please describe. If no, how could it
become “greener”?
  Yes, the store is environmentally friendly, they are using paper straw instead of plastic
ones.
g) Are the features consistent with the merchandise and the overall ambience of the store? Are
they flexible?
 Free form lay out increase’s flexibility.
h) Evaluate the store’s signage. Does it do an effective job of selling merchandise?
 This signage is efficient and convenient to coffee stoppers because they provide useful
information. They also work as self-servers since shoppers can identify valuable
information without the need of a sales representative.
i) Has the retailer used any theatrical effects to help sell merchandise?
j) • Everything is very well displayed grouped together with similar colors and patterns and
very appealing to the eyes.
k) Does the store layout help draw people through the store?
 The coffee shop is well organized to promote customer attention. The room design has a
contemporary style that matches with the image of the store.
l) Has the retailer taken advantage of the opportunity to sell merchandise in feature areas?
 Yes. The retailer has taken advantage of the opportunity to sell merchandise in feature
areas.
m) Does the store make creative use of wall space?
 The store makes creative use of wall space by using many different materials and
textures. Including wood, textured paper and curtains.
n) What type of layout does the store use? Is it appropriate for the type of store? Would another
type of layout be better?
 The store uses a horizontal layout, which is appropriate for the type of store. The
display of merchandise in front displays makes it easier to determine what is available
and how much selection there is. It also gives customers a wider selection to peruse
through.
o) Ask the store manager how the profitability of space is evaluated (e.g., profit per square foot).
Is there a better approach?
 The profitability of the store is essentially the amount of money the space makes per
square foot.
p) Ask the store manager how space is assigned to merchandise. Critically evaluate the answer.
 Store managers assign space to merchandise based on how much room it takes up, what
space is left in the store and how much space a product or product group uses.
q) Ask the store manager if planograms are used. If so, try to determine what factors are
considered when putting together a planogram.
 When putting together a planogram, store managers look for ways to reduce costs, by
eliminating things like printing and advertising. They also take into consideration how
many employees will be needed to accomplish a particular project.
r) Are departments in the most appropriate locations? Would you move any departments?
  Yes, the departments should be moved. The locations of the departments have to be
altered in order to improve productivity, meetings or gathering spaces, and employee
morale.
s) What method(s) has the retailer used to organize merchandise? Is this the best way? Suggest
any appropriate changes.
 The coffee stop cafe products are categorized and assigned to relevant topics, creating
ease of use for both consumers and staff who interact with the coffee stop cafes such as
baristas, managers, baristas and customers.