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Store Layout Design

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Store Layout Design

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    1. Store Layout & Design Chapter 13 Dunne & Lusch

    2. Chapter outline Store layout management Store Planning Fixtures & merchandise presentation Store Design Visual Communication

    3. 1. Store layout mgmt Intro Store environment Store environment objectives

    4. Store layout mgmt: intro Impacts initial perception Bricks & Mortar & Clicks 2 primary objectives: Store image Space productivity

    5. Store environment elements Visual Comm. Retail identity Graphics POS signage Store Design Exterior Ambiance Lighting smell Store Planning Space allocation Layout circulation Merchandising Fixtures Mdse presentation Visual mdsing

    6. Store environment Encourage shoppers: Browse Evaluate Buy

    7. Store environment: objectives Market image Get customer into store Space productivity Convert them into buying customers Efficiency Do this in most efficient manner

    8. Develop a store image Store name Logo Signage Merchandise Promotions Customer service Cleanliness Sales force Clear prices Stocked shelves Philanthropic activities Owner/manager www.jdg1.com

    9. Space productivity The more merchandise a customer is exposed to, presented in an orderly manner, the more they tend to buy

    10. Space productivity Traffic flow – circulation Sales / sq foot Mdse placement Avoid confusion to customers In-store ads & display Issue: shrinkage Avoid hidden areas in store Reduce damage & loss

    11. 2. Store planning Floor plan Space allocation Circulation Shrinkage prevention

    12. Floor plan: types of space needed Back room Office & functional areas Aisles, service areas, non-sell areas Wall mdse space Floor mdse space

    13. Space allocation Existing stores Space productivity index 1.0 = ideal dept size New stores Industry averages Kahn’s theory Sales/sq ft = f(# customers) x time spent in store

    14. Allocating Space Warehouse clubs are able to take advantage not only of the width and depth of the store, but also the height, by using large “warehouse racks” that carry reachable inventory at lower levels with large pallets or cartons of excess inventory at higher levels.

    15. Circulation: traffic flow Free flow P. 464 – exhibit 13.4 Grid P. 465 – exhibit 13.5 Loop P. 465 – exhibit 13.6 Spine P. 466 – exhibit 13.7

    16. Free flow design

    17. Grid pattern

    18. loop

    19. spine

    20. www.jdg1.com

    22. Fixtures: types Hardline bins, baskets, tables, shelves Softlines bulk/capacity fixtures feature fixtures Wall fixtures

    24. Merchandise presentation Shelving Hanging Pegging Folding Stacking dumping

    25. Merchandising stores: 3 key psychological factors Value / fashion image Angles & sightlines Right, 45 degree angles Vertical color blocking Display in vertical bands of color Visual swath See p. 471

    26. Customer sight line

    27. Vertical color blocking

    28. Using escalator for display

    29. Store design Store front Interior design Lighting Sensory marketing Sounds & smells

    30. Straight front with lead in

    31. lighting

    32. Sensory marketing

    33. Store fronts Angled Straight Lobby Signage windows

    34. Visual communication Name - logo – retail identity Signage Exterior interior POS signs Lifestyle graphics

    35. Lifestyle graphics

    36. Directional signs

    37. POS signage

    38. E-commerce Websites: How Can these factor in? Store layout management Store Planning Fixtures & merchandise presentation Store Design Visual Communication

    39. What about Your CPR Store? Nabors Shoes Coffee Cup Joyce & Jennifer’s PK’s pet grooming 1st Place Printing Jiggs Curves & Backdoor The Kloset Hastings Supercuts

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