1 / 33

Chapter 13 Store Layout and Design

Chapter 13 Store Layout and Design. Learning Objectives. List the elements of a store’s environment and define its two primary objectives. Discuss the steps involved in planning the store.

delling
Download Presentation

Chapter 13 Store Layout and Design

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Chapter 13 Store Layout and Design

  2. Learning Objectives • List the elements of a store’s environment and define its two primary objectives. • Discuss the steps involved in planning the store. • Describe how various types of fixtures, merchandise presentation methods and techniques, and the psychology of merchandise presentation are used to increase the productivity of the sales floor.

  3. Learning Objectives • Describe why store design is so important to a store’s success. • Explain the role of visual communications in a retail store.

  4. Introduction to Store Layout Management • Elements of the store environment • Objectives of the store environment LO 1

  5. Exhibit 13.1 - Elements That Composethe Store Environment LO 1

  6. Introduction to Store Layout Management • Objectives of the store environment • Developing a store image • Increasing space productivity LO 1

  7. Store Planning • Floor plan - A schematic that shows where merchandise and customer service departments are located, how customers circulate through the store, and how much space is dedicated to each department. LO 1

  8. Exhibit 13.2 - These Warning Signs mayIndicate a Space Problem LO 2

  9. Store Planning • Microretailing - Occurs when a chain store retailer operating over a wide geographic area, usually nationally, tailors its merchandise and services in each store to the needs of the immediate trading area. • Stack-outs - Pallets of merchandise set out on the floor in front of the main shelves. LO 2

  10. Store Planning • Allocating space • Types of space needed • Back room • Offices and other functional spaces • Aisles, service areas, and other nonselling areas • Floor merchandise space • Wall merchandise space • Space allocation planning • Circulation • Shrinkage prevention LO 2

  11. Store Planning • Space allocation planning • Improving space productivity in existing stores • Space productivity index - A ratio that compares the percentage of the store’s total gross margin that a particular merchandise category generates to its percentage of total store selling space used. • Space allocations for a new store • Planograms - A schematic that illustrates how and where a retailer’s merchandise should be displayed on the shelf in order to increase customer purchases. LO 2

  12. Store Planning • Circulation • Free-flow layout • Grid layout • Loop layout • Spine layout LO 2

  13. Store Planning LO 2

  14. Exhibit 13.4 - Free-Flow Layout LO 2

  15. Exhibit 13.5 - Grid Layout LO 2

  16. Exhibit 13.6 - Loop Layout LO 2

  17. Exhibit 13.7 - Spine Layout LO 2

  18. Planning Fixtures and Merchandise Presentation • On-shelf merchandising - Display of merchandise on counters, racks, shelves, and fixtures throughout the store. • It must present and display the merchandise attractively so that it is easy to understand and access. • It must be reasonably easy to maintain. LO 3

  19. Planning Fixtures and Merchandise Presentation • Fixture types • Merchandise-presentation planning • Selecting fixtures and merchandise-presentation methods • Visual merchandising LO 3

  20. Fixture Types • Hardlines fixtures • Softlines fixtures • Bulk or capacity fixture - Display fixture that is intended to hold the bulk of merchandise without looking as heavy as a long, straight rack of merchandise. • Feature fixture - Display that draws special attention to selected features (e.g., color, shape, or style) of merchandise. • Wall fixtures LO 3

  21. Exhibit 13.8 - Four-Way Feature Rackand Round Rack LO 3

  22. Merchandise Presentation Planning • Shelving • Hanging • Pegging • Folding • Stacking • Dumping LO 3

  23. Merchandise Presentation Planning • Key psychological factors to consider when merchandising stores: • Value/fashion image • Angles and sightlines • Vertical color blocking LO 3

  24. Exhibit 13.9 - 45-Degree Customer Sightline LO 3

  25. Exhibit 13.10 - Vertical Color Blocking LO 3

  26. Selecting Fixtures and Merchandise-Presentation Methods • Proper fixtures emphasize the key selling attributes of merchandise while not being overpowering. • A good guideline for selecting fixtures is to match the fixture to the merchandise, not the merchandise to the fixture. LO 3

  27. Visual Merchandising • The artistic display of merchandise and theatrical props used as scene-setting decoration in the store. • Visual displays are located in a focal point, feature area, or other area remote from the on-shelf merchandising and perhaps even out of reach of the customer. • Visuals should incorporate relevant merchandise. LO 3

  28. Store Design • Storefront design • The storefront must clearly identify the name and general nature of the store and give some hint as to the merchandise inside. • It includes all exterior signage and the architecture of the storefront itself. • Interior design • The finishes applied to surfaces • The architectural shapes LO 4

  29. Store Design • Lighting design • Lighting greatly enhances store sales. • Contemporary lighting design requires an in-depth knowledge of electrical engineering and the effect of light on color and texture. • Sounds and smells: total sensory marketing • Effective store design appeals to the human senses of sight, hearing, smell, and touch. LO 4

  30. Visual Communications • Name, logo, and retail identity • Must be catchy, memorable, and reflective of the retailer’s merchandising mission. • Institutional signage • Describes the merchandising mission, customer service policies, and other messages on behalf of the retail institution. LO 5

  31. Visual Communications • Directional, departmental, and category signage • Directional and departmental signage are usually large and placed fairly high, so they can be seen throughout the store. • Category signage is usually smaller and is intended to be seen from a shorter distance; they are located on or close to the fixture itself where the merchandise is displayed. LO 5

  32. Visual Communications • Point-of-sale signage (POS) - A relatively small signage placed very close to the merchandise, and intended to give details about specific items. • The most important function is to clearly state the price of the merchandise being signed. LO 5

  33. Visual Communications • Lifestyle graphics • Lifestyle images portray either the merchandise, often as it is being used, or simply images of related items or models that convey an image conducive to buying the product. • Lifestyle photography must be kept very general so as to be attractive to the majority and offensive to none. LO 5

More Related