Store Layout, Design & Visual Merchandising

Presented By :

No other variable in the retailing mix influences the consumer’s initial perceptions of a bricks & mortar retailer as much as the store itself. The store is “where the action is” and includes such minor details as the placement of the merchandise.

may just be interesting display of items related to merchandise or to mood retailer wishes to create  Visuals should incorporate relevant merchandise to be most effective  Retailers should make sure displays don’t create walls that make it difficult for shoppers to reach other areas of the store  .Visual Merchandising  The artistic display of merchandise and theatrical props used as scene-setting decoration in the store Several key characteristics  Not associated with shop-able fixture but located as a focal point or other area remote from the on-shelf merchandising (and perhaps out of the reach of customers)  Use of props and elements in addition to merchandise – visuals don’t always include merchandise.

product design and marketing by keeping the focus on the product. • Sets the context of the merchandise. • Draws the attention of the customers and help them match their needs with the visually merchandised product.Objectives of Visual Merchandising : Visual Merchandising achieves the following objectives : • Educates the customers about the products and services offered creatively and effectively. . from browsing to buying. • Establishes a creative medium to present merchandise in a lifelike 3-D environment. • Establishes the linkage between fashions. • Enables a successful selling process. thus creating a strong impact and recall value.

fashion leadership. historical societies. fashion details and trend information.Who uses Visual Merchandising :  Retailers: – Make merchandise desirable – Make merchandise easy to locate in the store – Introduce and explain new products – Promote store image – Entice customers into the store – Show merchandise assortment. scholarship information. brands  Manufacturers: – Showrooms – Marts – Trade shows – rooms or booths – Develop display aids for retailers  Museums. trade associations. . educational institutions – Enhance costume knowledge.

Design and Visual Merchandising .Store Management Customer Service Managing the Store Layout.

in the form of store design. the more they tend to buy Retailers focusing more attention on in-store marketing – marketing dollars spent in the store. and in-store promotions.Objectives of the Store Environment (store image) Get customers into the store   Serves a critical role in the store selection process Important criteria include cleanliness. should lead to greater sales and profits (bottom line: it is easier to get a consumer in your store to buy more merchandise than planned than to get a new consumer to come into your store)  . convert them into customers buying merchandise (space productivity)  The more merchandise customers are exposed to that is presented in an orderly manner. and well-stocked shelves The store itself makes the most significant and last impression    Once they are inside the store. merchandise presentation. labeled prices. accurate and pleasant checkout clerks. visual displays.

Objectives of Good Store Design  Design should:      be consistent with image and strategy positively influence consumer behavior consider costs versus value be flexible recognize the needs of the disabled – The Americans with Disabilities Act .

Service Areas and Other Non-Selling Areas  Moving shoppers through the store. store offices. restrooms Aisles.Types of Floor Space in Store  Back Room – receiving area. dressing rooms. layaway areas. stockroom  Department stores (50%)  Small specialty and convenience stores (10%)  General merchandise stores (15-20%) Offices and Other Functional Space – employee break room. service desks. customer service facilities Merchandise Space  Floor  Wall    . cash office.

Store Layout (and Traffic Flow)  Conflicting objectives:  Ease of finding merchandise versus varied and interesting layout Giving customers adequate space to shop versus use expensive space productively  .

forcing customers to back of large store may frustrate and cause them to look elsewhere • Most familiar examples for supermarkets and drugstores .Grid (Straight) Design • Best used in retail environments in which majority of customers shop the entire store • Can be confusing and frustrating because it is difficult to see over the fixtures to other merchandise • Should be employed carefully.

loops through the store (usually in shape of circle.Curving/Loop (Racetrack) Design • Major customer aisle(s) begins at entrance. square or rectangle) and returns customer to front of store • Exposes shoppers to the greatest possible amount of merchandise by encouraging browsing and crossshopping .

such as fashion apparel • If there is a great variety of merchandise.Free-Flow Layout Storage. fails to provide cues as to where one department stops and another starts Pants Feature Open Display Window Feature Open Display Window Skirts and Dresses Clearance Items Jeans Tops .000 square feet) in which customers wish to browse • Works best when merchandise is of the same type. Marketing Underwear • Fixtures and merchandise grouped into free-flowing patterns on the sales floor – no defined traffic pattern Stockings Dressing Rooms Tops Hats and Handbags Accessories Casual Wear Checkout counter • Works best in small stores (under 5. Receiving.

Spine Layout • Variation of grid.000 – 10. merchandise departments branch off toward the back or side walls • Heavily used by medium-sized specialty stores ranging from 2.000 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 . 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.

Feature Areas  The areas within a store designed to get the customer’s attention which include:       End caps – displays located at the end of the aisles Promotional aisle/area Freestanding fixtures Windows Walls Point-of-sale (POS) displays/areas .

large bins. baskets and other hardware can be inserted. peghooks.Fixture Types  Straight Rack – long pipe suspended with supports to the floor or attached to a wall Gondola – large base with a vertical spine or wall fitted with sockets or notches into which a variety of shelves. flat-based decks     . bins. Four-way Fixture – two crossbars that sit perpendicular to each other on a pedestal Round Rack – round fixture that sits on pedestal Other common fixtures: tables.

wall usually covered with a skin that is fitted with vertical columns of notches similar to those on a gondola.Fixture Types  Wall Fixtures   To make store’s wall merchandisable. into which a variety of hardware can be inserted Can be merchandised much higher than floor fixtures (max of 42” on floor for round racks on wall can be as high as 72” .

wash cloths) or hardlines (batteries.Merchandise Display Planning  Shelving – flexible. grocery products) – creates high volume. easy to maintain Hanging   Pegging – small rods inserted into gondolas or wall systems – can be labor intensive to display/maintain but gives neat/orderly appearance Folding – for softlines can be folded and stacked on shelves or tables . candy. low cost image    . base decks of gondolas or flats – easy to maintain and gives image of high volume and low price Dumping – large quantities of small merchandise can be dumped into baskets or bins – highly effective for softlines (socks.creates high fashion image Stacking – for large hardlines can be stacked on shelves.

Three Psychological Factors to Consider in Merchandising Value/fashion Stores image pricy vs value-oriented Trendy.    Angles and Sightlines  Customers view store at 45 degree angles from the path they travel as they move through the store  Most stores set up at right angles because it’s easier and consumes less space Vertical color blocking  Merchandise should be displayed in vertical bands of color wherever possible – will be viewed as rainbow of colors if each item displayed vertically by color  Creates strong visual effect that shoppers are exposed to more merchandise (which increases sales)  . exclusive.

Point Of Sales Displays  Assortment display – open and closed assortment Theme-setting display Ensemble display Rack display Case display Cut case Dump bin       .

StoreFront Design  Storefronts must:     Clearly identify the name and general nature of the store Give some hint as to the merchandise inside Includes all exterior signage In many cases includes store windows – an advertising medium for the store – window displays should be changed often. and reflect merchandise offered inside . be fun/exciting.

Creating a Store Environment Visual Communicati on Color Lighting Store Atmosphere Scent Music .

Atmospherics  The design of an environment via:      visual communications lighting color sound scent to stimulate customers’ perceptual and emotional responses and ultimately influence their purchase behavior .

Visual Communications  Name. logo and retail identity Institutional signage Directional. departmental and category signage Point-of-Sale (POS) Signage Lifestyle Graphics     .

Visual Communications        Coordinate signs and graphics with store’s image Inform the customer Use signs and graphics as props Keep signs and graphics fresh Limit sign copy Use appropriate typefaces on signs Create theatrical effects .

Lighting  Important but often overlooked element in successful store design  Highlight merchandise Capture a mood Level of light can make a difference     Blockbuster Fashion Departments .

calm and pleasant – effective for retailers selling anxiety-causing products  . respiratory rate and other physiological responses – attract customers and gain attention but can also be distracting Cool colors are relaxing.Color  Can influence behavior  Warm colors increase blood pressure. peaceful.

Sound & Scent  Sound    Music viewed as valuable marketing tool Often customized to customer demographics Can use volume and tempo for crowd control  Scent    Smell has a large impact on our emotions Victoria Secret. The Magic Kingdom. The Knot Shop Can be administered through time release atomizers or via fragrancesoaked pellets placed on light fixtures .

Hence everything that makes an impact on the perspective customer is part of visual merchandising. many retailers opt for interior showcases. By creating that visual connection between consumer and merchandise. In addition to window display. It includes not only the products on sale but also the decor. character and gravity from its physical contours. lipstick color of female personnel and tie knots of male personnel. you’re making the sales process a little easier. That’s why so many retail stores utilize their window space to show off products. This is commonly done because visual merchandising is essential in the retail sales process. Most humans respond best to visual stimuli. as from the products it houses and the individuals who manage the transactions there in. It is also inclusive of the attitude of your personnel who interact with customers. the shop floor and ceiling. restrooms and trial rooms.  . staff uniforms.Conclusion :  The store derives as much of its identity.

Sign up to vote on this title
UsefulNot useful