Store Planning, Design, Layout

1. Store Planning, Design, Layout

2. Store Planning, Design, Layout Depend on needs of customer Atmospherics- Store�s physical characteristics that are used to develop the retail unit image and therefore to draw customers

3. Roles played by Atmospherics To enhance image of store Attract new customers Facilitate movement in store Facilitate access to merchandise Facilitate optimum use of space Effective display of merchandise Reduce product search time

4. Elements of Atmospherics Employee type Depends on kind of product Language, appearance, dress Density of staff Specialty store- one per 100 sq ft Department store- one per 400 sq ft

5. Elements of Atmospherics Merchandise type High margin merchandise- low density, exclusivity feel Supermarkets- high density of merchandise, uoto 8000 pcs per 100 sq ft Mid sized stores � 750 pcs per 100 sq ft

6. Elements of Atmospherics Fixture types Depends on product Jewellery shops, sports showrooms, dept stores Density of fixtures will depend on density of merchandise

7. Elements of Atmospherics Sound Pleasant / unpleasant sounds Sounds determined by type of merchandise Store location can influence creation of unwanted sounds

8. Elements of Atmospherics Odour / Aroma Quality, strength of odour / smell Positive odours- bakery, coffee, perfume Negative odours- cigarette smoke, garbage smell, damp, musty carpets, rodent smells

9. Elements of Atmospherics Visuals Critical to store presentation Lighting, smell can be used effectively Garments- natural light Gold � Warm, yellow light FMCG- Bright reds, yellows Luxury goods � pastel colours Bright colours- trigger higher pulse rate, impulse buying Soft colours- Keep pulse rate comfortable

10. Immediate Effects of Atmospherics Pleasure / displeasure Reaction of shoppers to store / experience Arousal Extent to which environment stimulates the shopper Dominance Customer can feel either dominant (in control) or submissive ( under control) Colours, size of store, ceiling height affect dominance

11. Components of Retail Atmospherics Exterior atmospherics Interior atmospherics Store layout Visual merchandising

12. Exterior Atmospherics Storefront Marquee / signboards Entrance Display windows Height of building Size of building Visibility Uniqueness Surrounding area / stores Parking facilities

13. External Atmospherics: Entrance Needs to be functional, aesthetic Traditional set ups have open entrances New shopping centres have closed doors Within malls, open entrances Wheelchair, shopping trolley friendly Security people No. of entrances

14. External Atmospherics:Display Windows Common for garments, jewellery, toys, gift items, sportswear, watches Window display communicates schemes, discounts, promotions No., size, shape, material, theme of display, frequency of change

15. External Atmospherics:Marquee / Signboards Painted / lit up Display store name, trademark, brands Can be sponsored by manufacturer / supplier

16. External Atmospherics:Parking Facilities Space available Cost Security Time for which available Nature of parking � basement, upstairs etc

17. Interior Atmospherics Affects time spent in store, sales, pleasure / displeasure Key factors Flooring Music Interior design Cleanliness POP interaction Odour Fixtures Temperature Aisles Trial room Dead areas Display of prices, directions, instructions Cash register placement

18. Store Layout Refers to arrangement of departments or grouping of merchandise Traditional grocery shops � no provision for customer movement within shop, helps keep costs low, avoid space wastage, theft Organised retail � wide aisles, display along racks, wall mounted units High turnover merchandise needs no display, put in bins Low turnover merchandise along walls Store layout decisions- allocation of floor space, product grouping, nature of traffic flow

19. Traffic Flow Grid Aisles of same width, length Easy movement of shoppers Easy to organize merchandise Saves cost of fixtures, they are standard Allows for floor stacking Common in FMCG, packaged food, grocery

20. Traffic Flow Free Form Fixtures, aisles placed asymmetrically Increases time spent Also called �boutique layout� Doesn�t allow floor stacking, needs more staff, allows for more theft More conducive to browsing, shopping at leisure Common in specialty stores and within certain departments in large retail stores

21. Traffic Flow Race track layout Predetermined track after entering Ensures shopper passes through all sections Within the layout, allows for free flow Also called �loop layout� Aisle connects various departments, also used to display new merchandise Encourages impulse buying Common in large retail formats

22. Traffic Flow Storeyed layout Multiple floors Vertical layout Helps cut real estate cost Better for displaying varied merchandise

23. Visual Merchandising Refers to the presentation of products in order to sell them Initial merchandising is through window display Includes: Floor plan Windows Signs Merchandise display Space design

24. Organizing Display Planning a theme / concept Identifying a location to run theme Organizing the display components

25. Organizing Display Themes Seasons Festivals Activities Trends Colours Special events

26. Organizing Display Locations to run themes Front windows At entrance Display cases Counters / ledges Display areas depending on traffic flow

27. Organizing Display Components of display Wall displays Floor fixtures Display products- mannequins, countertop, jewellery displays Supplies & equipment- hangers, tagging supplies, labelers, packing, shopping bags Promotional items- banners, sign holders, sales tags Lighting fixtures Signage including shelf tags

28. Factors for Effective Display Optical balance- Symmetrical / Asymmetrical Rhythm- Lines can be used Vertical - Height, strength, dignity Horizontal - Restful, take focus away from high ceilings Diagonal � Action Curved � Feminity, grace Proportion Texture Harmony Emphasis on merchandise

29. Store Space Management Depends on: Profitability of merchandise Merchandise display Placement of merchandise within store Seasonal factors Planned traffic flow

30. Space Allocation Is the process of distributing the right amount of space to the right merchandise, at the right time, according to a detailed analysis of customer demand Can be done either on basis of sales or profitability In big stores- Department, Product category, SKUs In small retail stores- High demand items near cash counter, lower shelves