Store Layout , Store Design

&
Visual Merchandising

Presented by: - Gaurang Pandya

Goals
 Goals for Chapter 13
 Discuss two Primary
objectives of store layout
and design
 Goals for Chapter 13
 Discuss two Primary
objectives of store layout
and design
 Discuss Steps in Planning
the Store Layout
 Goals for Chapter 13
 Discuss two Primary
objectives of store layout
and design
 Discuss Steps in Planning
the Store Layout
 Discuss Fixtures,
Merchandise Presentation
and Psychological Impact
 Objective of the study
 Discuss two Primary
objectives of store layout
and design
 Discuss Steps in Planning
the Store Layout
 Discuss Fixtures,
Merchandise Presentation
and Psychological Impact
 Discuss Sensory
Communication of a Store
to its customers
Objectives of Store Environment
Objectives of Store Environment
 Store Image
Objectives of Store Environment
 Store Image
 Overall Perception
the Consumer has
of the Store’s
Environment
Objectives of Store Environment
 Store Image
 Overall Perception
the Consumer has
of the Store’s
Environment
Objectives of Store Environment
 Store Image
 Overall Perception
the Consumer has
of the Store’s
Environment
 Space Productivity
Objectives of Store Environment
 Store Image
 Overall Perception the
Consumer has of the
Store’s Environment
 Space Productivity
 How effectively the
retailer uses its space
to generate sales (and
profits)
 Elements That Compose the Store
Environment
Visual
Store Planning
Communications
Space Allocation
Retail Identity
Layout
Graphics
Circulation
POS Signage
Store Image
and
Productivity

Store Design Merchandising

Exterior Design Fixture Selection

Ambiance Merchandise Presentation
Lighting Visual Merchandising
Store Planning - Allocating Space
 Store Planning - Allocating Space
 Non - Selling Space
 Store Planning - Allocating Space
 Non - Selling Space
 Back Room
 Store Planning - Allocating Space
 Non - Selling Space
 Back Room
 Offices and Functional
Space
 Store Planning - Allocating Space
 Non - Selling Space
 Back Room
 Offices and Functional
Space
 Aisles, Service Areas
 Store Planning - Allocating Space

 Selling Space
 Store Planning - Allocating Space

 Selling Space
 Floor Space
 Store Planning - Allocating Space

 Selling Space
 Floor Space
 Fixtures
 Store Planning - Allocating Space

 Selling Space
 Floor Space
 Fixtures
 Walls
 Store Planning - Allocating Space

 Selling Space
 Floor Space
 Fixtures
 Walls
 End Caps
 Store Planning - Allocating Space

 Selling Space
 Floor Space
 Fixtures
 Walls
 End Caps
 Checkouts
 Store Planning - Allocating Space
 Non - Selling Space
 Back Room
 Offices and Functional
Space
 Aisles, Service Areas
 Selling Space
 Floor Space
 Fixtures
 Walls
 End Caps
 Checkouts
Store Planning - Circulation Pattern
Store Planning - Circulation Pattern
 Free Flow Layout -
Fixtures and
Merchandise are
grouped in Free-flowing
patterns on the sales
floor
Store Planning - Circulation Pattern
 Free Flow Layout -
Fixtures and
Merchandise are
grouped in Free-flowing
patterns on the sales
floor
Store Planning - Circulation Pattern
 Grid Layout - Counters and Fixtures are placed
in long rows or “runs” usually at right angles,
throughout the store
Store Planning - Circulation Pattern
 Grid Layout - Counters and Fixtures are placed
in long rows or “runs” usually at right angles,
throughout the store
Store Planning - Circulation Pattern
 Loop Layout - The major customer aisle begins
at the entrance, loops through the store and returns
customer to the front of the store
Store Planning - Circulation Pattern
 Loop Layout - The major customer aisle begins
at the entrance, loops through the store and returns
customer to the front of the store
Store Planning - Circulation Pattern

 Spine Layout - The

major customer aisle
runs from the front to
the back of the store,
with merchandise
departments branching
off to the the back side
walls
Store Planning - Circulation Pattern

 Spine Layout - The

major customer aisle
runs from the front to
the back of the store,
with merchandise
departments branching
off to the the back side
walls
 Advantages and Disadvantages of
Free Flow and Grid Layouts

Free Flow
Advantages

1. Allowance for browsing

and wandering freely

2. Increased impulse purchases

3. Visual appeal

4. Flexibility
 Advantages and Disadvantages of
Free Flow and Grid Layouts
Free Flow
Disadvantages
1. Loitering encouraged
2. Possible confusion
3. Waste of floor space
4. Cost
5. Difficulty of cleaning
 Advantages and Disadvantages of
Free Flow and Grid Layouts
Grid
Advantages
1. Low cost
2. Customer familiarity
3. Merchandise exposure
4. Ease of cleaning
5. Simplified security
6. Possibility of self-service
 Advantages and Disadvantages of
Free Flow and Grid Layouts
Grid
Disadvantages

1. Plain and uninteresting

2. Limited browsing

3. Stimulation of rushed
shopping behavior

4. Limited creativity in
decor
Fixture Types
Fixture Types
 On-shelf vs. On
Floor
Fixture Types
 On-shelf vs. On
Floor
 Gondola - Common
for Hardlines
Fixture Types
 On-shelf vs. On
Floor
 Gondola - Common
for Hardlines
 Racks - Common for
Softlines
Fixture Types
 On-shelf vs. On
Floor
 Gondola - Common
for Hardlines
 Racks - Common for
Softlines
 Wall Fixtures
Fixture Types
 On-shelf vs. On
Floor
 Gondola - Common
for Hardlines
 Racks - Common for
Softlines
 Wall Fixtures
 End Caps
Fixture Types
 On-shelf vs. On Floor
 Gondola - Common
for Hardlines
 Racks - Common for
Softlines
 Wall Fixtures
 End Caps
 Checkout Fixtures
Merchandise Presentation Planning
 Merchandise Presentation Planning
 Six Basic methods
 Merchandise Presentation Planning
 Six Basic methods
Shelving
 Merchandise Presentation Planning
 Six Basic methods
 Shelving
 Hanging
 Merchandise Presentation Planning
 Six Basic methods
 Shelving
 Hanging
Pegging
 Merchandise Presentation Planning
 Six Basic methods
 Shelving
 Hanging
 Pegging
Folding
 Merchandise Presentation Planning
 Six Basic methods
 Shelving
 Hanging
 Pegging
 Folding
Stacking
 Merchandise Presentation Planning
 Six Basic methods
 Shelving
 Hanging
 Pegging
 Folding
 Stacking
Dumping
Key Psychological Factors
Key Psychological Factors
 Value / Fashion Image -
presentation of product
influences image customer has
regarding that product
Key Psychological Factors
 Value / Fashion Image -
presentation of product
influences image customer has
regarding that product
 Angles and Sightlines -
Customers view product at 45
degree angle and at eye level.
Where a product is placed on
shelves influences sales
Key Psychological Factors
 45 degree  Value / Fashion Image -

angle sightlines presentation of product

influences image customer has
regarding that product
 Angles and Sightlines -
Customers view product at 45
degree angle and at eye level.
Where a product is placed on
shelves influences sales
Key Psychological Factors
 Value / Fashion Image -
 45 degree
angle sightlines presentation of product influences
image customer has regarding that
product
 Angles and Sightlines -
Customers view product at 45
degree angle and at eye level.
Where a product is placed on
shelves influences sales
 Vertical Color Blocking - Display
product in vertical bands of color
Examples of Visual Merchandising

“Visual Merchandising”, the art of attracting

patrons with visual cues, is central to a retailer’s
ability to generate sales. Visual Merchandising got
its start at the turn of the century, when department
stores began using theatrical set design and lighting
to create exotic displays. Today, the way the
departments are arranged, the location of the
escalators, the lighting--all are carefully planned to
earn the store more sales per square foot.
 Examples of Visual Merchandising
Here’s sampling of the techniques stores use to
generate those sales:

Get’m coming and

going. Escalators are
a focal point of many
stores. That makes
them ideal locations
for promotional signs
and for impulse items
like perfume.
Examples of Visual Merchandising

Lead them to temptation.

Department-store design
incorporates a gauntlet of
goodies to stimulate impulse
buys. Cosmetics, a store’s
most profitable department,
should always be at the main
entrance to the store.
Examples of Visual Merchandising

Its all in the display. When an

item, such as a watch or a scarf,
is displayed in a glass case, it
implies luxury. An item in a glass
case with a lot of space around it
implies real luxury.
Examples of Visual Merchandising

“Bazaar? Behavior”. Even “high fashion”

stores aren’t above using the “dumping”
method to display gloves, leather goods,
scarves, and other small items the same
way bargain stores do. These bins have a
way of suggesting a “good buy.”
Examples of Visual Merchandising

Color is king.
Retailers believe
consumers are more
apt to buy clothes that
appear in full size and
color assortments.
Examples of Visual Merchandising

Suggestion positioning. Once the

customer has already purchased
one item, it’s easier to sell an
additional item. Thus apparel
retailers strategically place
impulse buys like hair bows and
costume jewelry by the cashier
the same way supermarket
checkouts display candy and
magazines.
Total Sensory Communication
 Total Sensory Communication
 Sight - discussed
previously
 Total Sensory Communication
 Sight - discussed
previously
 Sound - What background
music is playing?
 Total Sensory Communication
 Sight - discussed
previously
 Sound - What background
music is playing?
 Smell - Potpourri, tobacco,
stale food, fish. Major
influence on buying
emotions.
 Total Sensory Communication
 Sight - discussed
previously
 Sound - What background
music is playing?
 Smell - Potpourri, tobacco,
stale food, fish. Major
influence on buying
emotions.
 Total Sensory Communication
 Sight - discussed
previously
 Sound - What background
music is playing?
 Smell - Potpourri, tobacco,
stale food, fish. Major
influence on buying
emotions.
 Touch - Is product open to
consumer to feel texture?
 Total Sensory Communication
 Sight - discussed previously
 Sound - What background
music is playing?
 Smell - Potpourri, tobacco,
stale food, fish. Major
influence on buying emotions.
 Touch - Is product open to
consumer to feel texture?
 Taste - Free samples of new
products at Supermarkets
Summary
 Summary
 The store itself it’s the
most meaningful
communication between
the retailer and the
customer
 Summary
 The store itself it’s the
most meaningful
communication between
the retailer and the
customer
 The store environment
must:
 Summary
 The store itself it’s the
most meaningful
communication between
the retailer and the
customer
 The store environment
must:
 Create an Image
 Summary
 The store itself it’s the
most meaningful
communication between
the retailer and the
customer
 The store environment
must:
 Create an Image
 Increase Productivity