MAHESH M VANJERI

Assistant Professor
Dept. of Management Studies
SDM College of Engineering & Technology
Email ID : mvanjeri@gmail.com
Cellular : +919916924252
 RETAIL MIX – 4
STORE DESIGN & DISPLAY

Chapter – 17
Store Layout, Design
and Visual
Merchandising
 Retailing Truism

The more merchandise customers are

exposed to, the more they tend to buy.

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 Elements That Compose the Store
Environment
Visual Communications Store Planning
Retail Identity Space Allocation
Graphics Layout
POS Signage Circulation
Store Image
And
Productivity

Store Design Merchandising

Exterior Design Fixture Selection
Ambiance Merchandise Presentation
Lighting Visual Merchandising
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 Store Design Objectives
• Consistent with retailers image and strategy
• Positive influence on customer satisfaction and
purchase behavior
• Cost effective
• Flexible
• Meet needs of disabled

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 Types of Store Layouts
• Grid
• Racetrack
• Free Form

There are a few variations of the above and bear in

mind that in some countries because of space
constraints Grid or other layout can be different.

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 Grid Layout
Long gondolas of merchandise in repetitive pattern.
• Easy to locate merchandise
• Does not encourage customers to explore store
– Limited site lines to merchandise

• Allows more merchandise to be displayed

• Cost efficient
Used in grocery, discount, and drug stores.

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 Grid Store Layout

Receiving &
storage

Fruit
Books, magazines, seasonal Cart
display area
Vegetables Checkouts
Entrance
Office &
customer
service

Exit

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Grid Store Layout

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 Racetrack Layout
Loop with a major aisle that has access to
departments and store’s multiple entrances.
• Draws customers around the store.
• Provide different site lines and encourage
exploration, impulse buying
• Used in department stores

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JCPenney Racetrack Layout

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Example of Race Track Layout

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 Free-Form Layout
• Also known as boutique layout
• Arranges fixtures & aisles asymmetrically.
• Used in small specialty stores
• Also used within the departments of larger
stores
• Relaxed environment
• Expensive

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 Free-Form Layout

Storage, Receiving, Marketing

Hats and Handbags

Stockings

Underwear Dressing Rooms

Accessorie

Tops
Checkout counter
Casual Wear

Tops
Pants

Skirts and Dresses

Clearance
Items
Jeans

Feature Feature

Open Display Window Open Display Window

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Free-Form Layout - Boutique Area

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 Display Areas
Feature areas
– End caps End caps
– Promotional aisle
– Freestanding fixtures
– Point-of-sale areas
– Walls

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Promotional aisle

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Freestanding fixtures

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Point-of-sale areas

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 Walls

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 Merchandise
Presentation Techniques

• Idea-Oriented Presentation
• Style/Item Presentation
• Color Organization Tonnage Merchandising

• Price Lining
• Vertical Merchandising
• Tonnage Merchandising

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Idea-Oriented Presentation

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 Item Presentation

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Color Organization

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 Price Lining

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Vertical Merchandising

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 Visual Merchandising
• Visual Merchandising
The artistic display of merchandise used as
scene-setting decoration in the store.

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 Visual Merchandising
• Get them 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.

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 Visual Merchandising
• Lead them to
temptation
Department-store design
incorporates goodies to
stimulate impulse buys.
Cosmetics, a store’s
most profitable
department, should
always be at the main
entrance to the store.
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 Visual Merchandising
• Color is king
Retailers
believe
consumers are
more apt to buy
clothes that
appear in full
size and color
assortments.

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 Creating a Store Environment

Color Lightin
g

Store
Atmosphere

Scent Musi
c
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 Lighting

• Highlight merchandise.
• Structure space and capture a mood.
• Downplay features.

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 Lighting Design

• Crate & Barrel (http://www.crateandbarrel.com/)

makes effective use of lighting to highlight and
feature merchandise on display.
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 Total Sensory Marketing

• Crabtree & Evelyn (http://www.crabtree-evelyn.com/ ) makes

effective use of fragrances and odors to generate smells
that reinforce its store ambiance.
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 Indian Retailscape
Innovative Store Displays
• In-store display systems:
– Scrollers
– Translites
– Danglers
– Display racks
• These serve to:
– Inform
– Remind
– Sell
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 Scrollers

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 Translites

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 Danglers

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Display Racks

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