chapter 13 store layout design
TRANSCRIPT
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Store Layout & Design
Chapter 13
Dunne & Lusch
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Chapter outline
• Store layout management
• Store Planning
• Fixtures & merchandise presentation
• Store Design
• Visual Communication
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1. Store layout mgmt
• Intro
• Store environment
• Store environment objectives
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Store layout mgmt: intro
• Impacts initial perception– Bricks & Mortar & Clicks
• 2 primary objectives:– Store image– Space productivity
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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
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Store environment
• Encourage shoppers:
–Browse–Evaluate–Buy
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Store environment: objectives
• Market image– Get customer into store
• Space productivity– Convert them into buying customers
• Efficiency– Do this in most efficient manner
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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
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Space productivity
The more merchandise
a customer is exposed to,
presented in an orderly manner,
the more they tend to buy
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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
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2. Store planning
• Floor plan
• Space allocation
• Circulation
• Shrinkage prevention
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Floor plan: types of space needed
• Back room
• Office & functional areas
• Aisles, service areas, non-sell areas
• Wall mdse space
• Floor mdse space
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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
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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.
LO 2
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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
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Free flow design
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Grid pattern
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loop
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spine
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www.jdg1.com
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Fixtures: types
Hardline
bins, baskets, tables, shelves
Softlines
bulk/capacity fixtures
feature fixtures
Wall fixtures
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Merchandise presentation
• Shelving
• Hanging
• Pegging
• Folding
• Stacking
• dumping
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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
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Customer sight line
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Vertical color blocking
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Using escalator for display
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Store design
• Store front
• Interior design
• Lighting
• Sensory marketing–Sounds & smells
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Straight frontwith lead in
Look at store lighting here, too
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lighting
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Sensory marketing
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Store fronts
• Angled
• Straight
• Lobby
• Signage
• windows
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Visual communication
• Name - logo – retail identity
• Signage –Exterior
–interior
–POS signs
• Lifestyle graphics
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Lifestyle graphics
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Directional signs
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POS signage
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E-commerce Websites:How Can these factor in?
• Store layout management
• Store Planning
• Fixtures & merchandise presentation
• Store Design
• Visual Communication
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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