Store Layout & Basics of Architecture

Store Design Objective Grid Layout Free-flow Layout Loop Layout Minimal Layout Spine Layout Combination Floor Layout Architectural Symbols for reading store layout (a floor plan) And symbols used for fixtures   Bubble Plan & Block Plan

Store Design Objectives
• Consistent with retailers image and strategy • Positive influence on customer satisfaction and purchase behavior • Cost effective • Flexible • Meet needs of disabled

Consistent with retailers image and strategy

For instance. have high ceilings with metal grids and concrete floors instead of tile – all of those things are perceived to mean low prices . Actually. like Costco. 4 . they are more expensive than some alternatives. but they are used to maintain an image.• Retail Managers must define the target customer and then design a store that complements customers’ needs. warehouse clubs.

• Customers would find it hard to accurately judge value if the physical environment were inconsistent with the merchandise or prices. • Example : REI is a master of matching its target customers with store design. 5 .

6 .

7 .

8 .

9 .000 sq foot.• Recreational Equipment Inc (REI) has transformed a decaying 88-year old historic landmark building in Denver into a modern retail adventure. three level store raises the bar on interactive retailing. The 94. taking the try-it-before-you-buy-it concept to new heights.

Simulated wind chills can make it seem even colder. compare bike lights and reflectors in a illuminator room. and test water purifiers in a ministream. The temperatures inside can drop to as low as -30degree F.• Among the new attractions : a large. shoppers can try out hiking boots on a footwear test track. Mountain bikes can be tested on a rugged 318 foot trail that runs through the store’s landscaped outdoor courtyard. 10 . Insider. steel encased freezer-like fixture where shoppers can test winter parkas and sleeping bags.

Letting them do so makes for a happier and betterinformed customer-one who enters into the purchase with a much better feel as to how the product is supposed to perform. including routes specifically geared for children . • REI is in an industry where people love to get the product in their hands and test it. Weary shoppers can take a break at the on-premise starbucks.• The centerpiece of the store is a 45-foot sculptured indoor rock-climbing pinnacle . It offers a variety of climbing terrains. 11 .

Positive influence on customer satisfaction and purchase behavior 12 .

Yet boutiques are laid out in a free-form design that allows customers to browse. or an art gallery that looked like a tire store.• Retailers concentrate on store layout and space . Imagine a grocery store laid out like a women’s specialty store.planning issues . • Grocery stores are organized to facilitate an orderly shopping trip and to display as much merchandise as possible. 13 .

• Customers’ purchasing behavior is also influenced. • Signs are designed to attract attention. both positively and negatively. • Smell is also used for positive influence on customers. by the store’s atmosphere. 14 .

Cost effective Design should consider costs versus values 15 .

• It is important to consider the cost associated with each store design element versus the value received in terms of higher sales and profits. 16 . • For instance. the free-form design found in many boutiques is much more costly than rows of gandolas in a discount store.

many grocery stores place their produce near the store’s entance because it has a higher margin than other merchandise categories and it creates a nice atmosphere. For instance. 17 .• The best locations within a store are “worth” the most. so they are reserved for certain types of merchandise.

Flexible 18 .

so must a store’s image. • Flexibility can take two forms : the ability to physically move store components.• As merchandise changes. and the ease with which components can be modified. store planners attempt to design stores with maximum flexibility. Thus. 19 .

• Today. Wallace’s Book store. is rolling out an innovative new concept with built-in merchandising and design flexibility called flexsmart. For instance. 20 . one of the US’s largest operators of college bookstores. • The rush for textbooks at the beginning of each semester and the slower in-between periods make for extreme peaks and valleys in sales. most stores are designed with flexibility in mind. the format allows the store to expand or contract its space to accommodate the seasonal flux inherent in the college-bookstore business.

On the front end of each textbook aisle there is a panel with an endcap display that can swing open or closed as needed.• Stores with the new design can respond to seasonal changes and renew themselves from an image perspective without the need of large-scale renovations . The key to wallace’s new flexibility lies in an innovative fixturing and wall system that is used to portion off the textbook area. as much as 30% more retail space can be provided for books or apparel in various departments. During busy times. 21 .

Meet needs of disabled 22 .

23 .• A person in a wheelchair or one using a walker/ motorized cart should have unencumbered access to merchandise through adequately wide pathways.

impulse purchases 24 .Tradeoff in Store Design Easy of locating merchandise for planned purchases Exploration of store.

fixtures and signs represent the sets. * The lighting. • Store can be compared to a theatre * Walls and floor are the stage. promotion. 25 .• It is difficult to create a differential advantage on the basis of merchandise. and location. the store itself becomes a point of differentiation. In such a situation. price.

• A customer who is familiar with the store layout is likely to buy more than those unfamiliar with it. 26 .* The merchandise and the store personnel represent the show. • The layout helps support the customer’s memory of the list of things they plan to buy and where they are likely to find these items in the store.

Grid Layout 27 .

28 .

• Can be confusing and is frustrating because it difficult to see over the fixtures to other merchandise 29 . Advantages • Low cost • Customer familiarity • Merchandise exposure • Ease of cleaning • Simplified security • Possibility of selfservice • Disadvantages • Plain and uninteresting • Limited browsing • Stimulation of rushed shopping behavior • Limited creativity in décor.Grid Layout is a type of store layout in which counters and fixtures are placed in long rows or “runs. throughout the store.” usually at right angles.

30 .

Receiving & storage Fruit Books. seasonal display Checkouts Cart area Vegetables Entrance Office & customer service Exit 31 . magazines.

32 .

 Best used in retail environments in which majority of customers shop the entire store * Should be employed carefully. forcing customers to back of large store may frustrate and cause them to look elsewhere • Most familiar examples for supermarkets and drugstores 33 .

Free-flow Layout 34 .

Advantages • Allowance for browsing and wandering freely • Increased impulse purchases • Visual appeal • Flexibility Disadvantages • Loitering encouraged • Possible confusion • Waste of floor space • Cost • Difficulty of cleaning 35 .Free-Flow Layout is a type of store layout in which fixtures and merchandise are grouped into freeflowing patterns on the sales floor.

36 .

• Approximately 250 million consumers visit Disney’s entertainment retail outlets each year. New store designs showcase merchandise in an engaging and contemporary fashion, keeping pace with evolving retail trends. Technological elements - including a front-of-store media wall that engages guests with Disney programming, and interactive kiosks-setting the stage for the Disney Store in the 21st century.

The Disney Store’s Effective Use of the Free-Flow Design


Storage, Receiving, Marketing

Checkout counter

Casual Wear


Clearance Items




Open Display Window

Open Display Window

Skirts and Dresses


Hats and Handbags


Dressing Rooms



• Fixtures and merchandise grouped into

free-flowing patterns on the sales floor – no defined traffic pattern

• Works best in small stores (under 5,000 square feet) in which customers wish to browse • Works best when merchandise is of the same type, such as fashion apparel • If there is a great variety of merchandise, fails to provide cues as to where one department stops and another starts

Loop Layout 40 .

and then returns the customer to the front of the store. loops through the store. • Advantages • Exposes customers to the greatest amount of merchandise 41 . square or rectangle. usually in the shape of a circle.Loop Layout is a type of store layout in which a major customer aisle begins at the entrance.

42 .

43 .

44 .

45 .

• Exposes shoppers to the greatest possible amount of merchandise by encouraging browsing and crossshopping 46 .

Minimal Layout 47 .

is almost gallerylike in its simplicity. this layout is used in very high end retail stores with designer merchandise(Dolce and Gabana . designermade. 48 . in one-of-a-kind fabrications. the merchandise may sometimes be wearable art-handcrafted. • In fact. New York City). however.• As the name implies. Soho. • More often.

where customers may stand and survey the entire offering of the collection before they approach the merchandise for a closer look.with a minimal use of selling fixtures on the floor. 49 . products are presented dramatically on the walls of the store-much like art objects. • This allows for wide-open spaces in the center of the stores.• Borrowing from the artistic school of aesthetics minimalism.

and effective sales associates.• The minimal layout option requires dramatic merchandise. simple display strategies. 50 .

51 .

52 .

Spine Layout 53 .

54 .• Spine Layout is a type of store layout in which a single main aisle runs from the front to the back of the store. and where on either side of this spine. transporting customers in both directions. merchandise departments using either a free-flow or grid pattern branch off toward the back aisle walls.

• Variation of grid. loop and free-form layouts Based on single main aisle running from the front to the back of the store (transporting customers in both directions) • On either side of spine. merchandise departments branch off toward the back or side walls • Heavily used by medium-sized specialty stores ranging from 2.000 – 10.000 square feet • In fashion stores the spine is often subtly offset by a change in floor coloring or surface and is not perceived as an aisle 55 .

56 .

Combination Floor Layout 57 .

• It employs the best features of standard layouts in one overall plan that suits the retailer’s specific strategy. • A specialty store may combine a free-flow layout in a first third of the store and a grid layout for a clearance department in the rear of the store. • A department store may use a minimal layout for its more upscale departments. and a free-flow layout for its junior sports wear department. 58 .

Architectural Symbols for reading store layout (a floor plan) And symbols used for fixtures 59 .

60 .

61 .

62 .

63 .

64 .

65 .

Bubble Plan & Block Plan 66 .

Functions of Store Planner • To design an efficient and attractive selling environment that will promote maximum sales and savings in labor and energy. • To combine the selling space with the “behind-the-scenes” service area where stock is maintained and the non-selling activities of the store are carried on. 67 .

68 . • To promote and sell to stock and show.Functions of Store Planner • To set up traffic patterns that will promote customer movement from areas that get the greatest exposure (near entrances. elevators. and escalators) to remote comers and back areas where the more expensive items are usually located. The store planner selects the selling vehicle for the specific merchandising being offered.

the merchandiser and the buyer. thereby.Functions of Store Planner • To enhance the store’s image and. will prepare a block plan. add stature to the merchandise being offered. or on projected or anticipated sales figure. the store planner. • Based on previous sales figures. 69 . • The store planner work closely with the architect. together with the executive.

This is the first allocation of space on the ground plan and the designation of selling areas on the selling floor. propsed traffic patterns. • This apportionment of space is based on the merchandising needs. and anticipated sales. 70 .Functions of Store Planner • A bock plan . proximity to related merchandise.

restrooms. storage.Functions of Store Planner • Management gets a visual picture of how much space is actually needed and how much is left for growth. back office. 71 . toilets. employee’s changing rooms. • Non-selling area (behind the scenes) – service elevators.

tables. with more and more details and specifications added on. cases. trial rooms. • The final floor plan will have all the counters. 72 . and free standing floor fixtures drawn in place and will show the aisles.Functions of Store Planner • The floor plans are then redrawn. always in scale. exit and entrances.

Functions of Store Planner • The store planner will locate the “impluse items” (merchandise purchased on impulse rather than by plan in the high traffic areas. leaving the customer to find his or her way to the “ demand merchandise” 73 .

the designer must have a clear understanding of the following : 74 .Before detailed planning begins.

 Product information by category.  The client’s philosophy and objectives.  Brand values.  A detailed breakdown of the customer profiles. The building’s type. age and construction. 75 . image and identity.

76 .• Blubble plan is the rough drawing of layout.

Sign up to vote on this title
UsefulNot useful