chapter 12: location & layout1 copyright 2002 prentice hall publishing company choosing the...
TRANSCRIPT
Chapter 12: Location & Layout 1Copyright 2002 Prentice Hall Publishing Company
Choosing the Right Location
and Layout
Choosing the Right Location
and Layout
Chapter 12: Location & Layout 2Copyright 2002 Prentice Hall Publishing Company
Choosing a LocationChoosing a Location
The right region of the countryThe right region of the country The right state in the regionThe right state in the region The right city in the stateThe right city in the state The right site in the cityThe right site in the city
Chapter 12: Location & Layout 3Copyright 2002 Prentice Hall Publishing Company
Retail and Service Location Retail and Service Location ConsiderationsConsiderations
Trade area sizeTrade area size Retail compatibilityRetail compatibility Degree of competitionDegree of competition Index of retail saturation Index of retail saturation
(IRS) (IRS) Transportation networkTransportation network Physical, racial, or Physical, racial, or
emotional barriersemotional barriers Political barriersPolitical barriers
Chapter 12: Location & Layout 4Copyright 2002 Prentice Hall Publishing Company
Retail and Service Location Retail and Service Location ConsiderationsConsiderations
Customer trafficCustomer traffic Adequate parkingAdequate parking ReputationReputation Room for expansionRoom for expansion VisibilityVisibility
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Chapter 12: Location & Layout 5Copyright 2002 Prentice Hall Publishing Company
Retail and Service Location Retail and Service Location OptionsOptions
Central Business Districts (CBDs)Central Business Districts (CBDs) Neighborhood locationsNeighborhood locations Shopping centers and mallsShopping centers and malls
Neighborhood shopping centersNeighborhood shopping centers Community shopping centersCommunity shopping centers Regional shopping centersRegional shopping centers Power centersPower centers
Chapter 12: Location & Layout 6Copyright 2002 Prentice Hall Publishing Company
Shopping Centers and MallsShopping Centers and Malls
Neighborhood Shopping CentersNeighborhood Shopping Centers 3 to 12 Stores; anchor is supermarket or drugstore3 to 12 Stores; anchor is supermarket or drugstore
Community Shopping CentersCommunity Shopping Centers 12 to 50 stores; anchor is department or variety 12 to 50 stores; anchor is department or variety
storestore Regional Shopping MallsRegional Shopping Malls
50 to 100 stores; anchor is one or more major 50 to 100 stores; anchor is one or more major department storesdepartment stores
Power CentersPower Centers Combines drawing power of a mall with convenience Combines drawing power of a mall with convenience
of neighborhood shopping centerof neighborhood shopping center
Chapter 12: Location & Layout 7Copyright 2002 Prentice Hall Publishing Company
Retail and Service Location Retail and Service Location OptionsOptions
Near competitorsNear competitors Outlying areasOutlying areas Home-based businessesHome-based businesses
(continued)(continued)
Chapter 12: Location & Layout 8Copyright 2002 Prentice Hall Publishing Company
Layout:Layout:External FactorsExternal Factors
Adequate size to accommodate Adequate size to accommodate business needs.business needs.
Create the proper image or Create the proper image or “personality” for the business in the “personality” for the business in the customer’s eyes.customer’s eyes.
Entrances must Entrances must inviteinvite customers to customers to come in.come in.
Chapter 12: Location & Layout 9Copyright 2002 Prentice Hall Publishing Company
Layout:Layout:External FactorsExternal Factors
Create effective window displays and Create effective window displays and change them often; they can be change them often; they can be powerful sales tools.powerful sales tools.
Must comply with Americans with Must comply with Americans with Disabilities Act.Disabilities Act.
Pay attention to the business sign, the Pay attention to the business sign, the most direct method of reaching most direct method of reaching potential customers.potential customers.
(continued)(continued)
Chapter 12: Location & Layout 10Copyright 2002 Prentice Hall Publishing Company
A Business SignA Business Sign
Tells potential customers who you are and Tells potential customers who you are and what you’re selling.what you’re selling.
Must comply with local sign ordinances.Must comply with local sign ordinances. Should be visible, simple, and clear.Should be visible, simple, and clear. Should be changed periodically to avoid Should be changed periodically to avoid
becoming part of the background.becoming part of the background. Should be legible both day and night.Should be legible both day and night. Must be maintained properly.Must be maintained properly.
Chapter 12: Location & Layout 11Copyright 2002 Prentice Hall Publishing Company
Building InteriorsBuilding Interiors
ErgonomicsErgonomics is an integral part of any design. is an integral part of any design. Proper layout and design pays off in higher Proper layout and design pays off in higher
productivity, efficiency, or sales.productivity, efficiency, or sales. Proper lighting is measured by what is ideal for Proper lighting is measured by what is ideal for
the job being done.the job being done. Careful selection of colors can create the Careful selection of colors can create the
desired impressions among customers and desired impressions among customers and employees.employees.
Appealing to Appealing to allall of the customer’s senses can of the customer’s senses can boost sales.boost sales.
Chapter 12: Location & Layout 12Copyright 2002 Prentice Hall Publishing Company
Three Layout PatternsThree Layout Patterns
GridGrid Rectangular with parallel aisles; Rectangular with parallel aisles;
formal; controls traffic flow; uses formal; controls traffic flow; uses selling space efficientlyselling space efficiently
Supermarkets and self-service discount Supermarkets and self-service discount storesstores
Chapter 12: Location & Layout 13Copyright 2002 Prentice Hall Publishing Company
Three Layout PatternsThree Layout Patterns
Free-FormFree-Form Free-flowing; informal; creates Free-flowing; informal; creates
“friendly” environment; flexible“friendly” environment; flexible Small specialty shopsSmall specialty shops
Chapter 12: Location & Layout 14Copyright 2002 Prentice Hall Publishing Company
Three Layout PatternsThree Layout Patterns
BoutiqueBoutique Divides store into a series of individual Divides store into a series of individual
shopping areas, each with its own shopping areas, each with its own theme; unique shopping environmenttheme; unique shopping environment
Small department storesSmall department stores
Chapter 12: Location & Layout 15Copyright 2002 Prentice Hall Publishing Company
Layout GuidelinesLayout Guidelines
Know your customers’ buying habits and Know your customers’ buying habits and plan your layout accordingly.plan your layout accordingly.
Display merchandise as attractively as your Display merchandise as attractively as your budget will allow.budget will allow.
Display complementary items together.Display complementary items together. Recognize the value of floor space; never Recognize the value of floor space; never
waste valuable selling space with nonselling waste valuable selling space with nonselling functions.functions.