ASST. PROF. JONLEN DESAASST. PROF. JONLEN DESA

What attracts you to a particular retail store??

Consider the 7 Ps of Marketing…..

The term design refers to the appearance, physical arrangement of objects of different shapes, sizes, colours, patterns etc.

Store design refers to the different aspects of the store like its appearance, store frontage, signage, displays, lighting, point of sale, decoration etc.

It builds the image of a retail outlet. Store design is also termed as retail design or retail store

design.

Retail store design includes window displays, lighting, flooring, music and store layout to create a brand or specific appeal.

Retail Store Design demands a lot of space. A retailer has to invest a lot on its store design. But it creates a good positive image of the store. A retail store should be attractive to the consumers, for

which it should have a proper store design.

Builds positive image of the store Easy identification of the store Convenience to customers Increase in customer visits Higher sales and profits for the retailer Provides competitive advantage

Implement retail strategy Build loyalty Increase sales on visits Control costs Meet legal requirements

EXTERIOR STORE DESIGN INTERIOIR STORE DESIGN

Exterior store design focuses on the exterior of the store. It is the exterior look of the store, that draws customers to

the store. It is the first impression that a customer has of the store. Hence, it should be appealing & attractive to customers. It covers window displays, entrance, the building, parking

area, store marquee, store frontage and architecture of the building.

The exterior store design is decided by the retailer. He may take help of experts.

Health & safety standards should also be considered.

The STORE MARQUEE is the first mark of identification of the retailer or his retail store.

It is useful for identification purpose. It helps in attracting customers to the store. An outlet’s Store Marquee is an important component of the retail

store’s exterior design. Thus, the retailer should focus on having a catchy & attractive

Store Marquee. It includes the name of the store or its trademark. It can be a painted board or neon light.

The Store Front is another factor that influences customers. A store front of a retail outlet should be clean. A dirty, cluttered store front, will deter customers from

entering the retail outlet. The kind of store front is influenced by the type of

location. Store front is an important element of the exterior store

design.

Store fronts are of 2 types: Straight fronts & angled fronts.

STRAIGHT FRONTS ANGLED FRONTS

The retailer should determine the number of entrance and exit points for his store.

Small retailers usually have a single entrance, while large retailers can have 3 or more entrances.

Ideally, a store should have two entrances. Some retailers have separate doors for entry and exit. The store entrance should not be too narrow nor too wide.

The store building is another important component of exterior store design.

Height of a store building could be disguised or non- disguised.

Free parking space should be provided to customers as this will increase the number of customers.

The architecture of the building should be good. Safety of customers is an important priority.

Display windows are used to give customers a view of what is there inside the store.

It normally includes transparent glass windows. It help the customers identify the store and the

merchandise offered and motivates the customers to enter the store.

It requires a lot of planning and investment.

Retailers can use different types of doors for their retail outlets.

They can be regular, revolving, self-opening or push-pull doors.

They should be convenient for customers.

Interior store design refers to the internal appearance of a retail store.

It is the aesthetics within the store, its layout and the space used for the same.

Interior store design is very important for any retail outlet as customers spend more time inside the store than outside.

The amount of time that a customer spends in the store, will depend upon the various components of the interior store design.

1. SPACE PLANNING

2. ATMOSPHERICS AND AESTHETICSFixtures, Floorings & Ceilings, Lighting, Graphics and

Signages

3. STORE LAYOUTGrid layout, Racetrack Layout, Freeform Layout

Space planning helps a retailer determine the amount of space available for selling products and also for storing the merchandise.

It also termed as space management. Store design demands a lot of space from the retailer. Space planning helps in determining the location for various

departments, the location of various products within the department and the relationship between space and profitability.

Merchandise should be stored and displayed at the right place. There should be sufficient space for customers to walk.

This is the second important element of the interior store design.

Atmospherics is the overall environment. It includes lighting, visual communication, music and scent. Aesthetics includes the size of the store, its colour, design,

textures etc.

Fixtures, Lighting, Flooring & Ceilings, Signages etc.

• The last component or element of interior store design is the Store Layout.

• Store layout refers to the manner in which products are displayed or arranged in the retail outlet.

• It helps in the movement of the customer within the store.

• The main aim of store layout is to get the customers to move through and browse through the entire store.

The entrance of the store is referred to as transition zone. A retailer has a choice to select any kind of store layout,

which will generate maximum customers and revenue to the retailer.

• Most popular type of layout used in supermarkets.• In this method, one area of display is along the walls of

the store and the other products are displayed in a parallel manner.

• It is the most preferred layout for retailers, as customers move round the entire store.

Bakery

Fruits

Vegetables

Clothing

Electrical & Electronics

Office

EntranceExit

CheckoutsCarts

It is also termed as loop layout.The store layout is in the form of a racetrack.It provides access to various departments of a

store.One section or department gets linked to

another

In a free form layout, merchandise are arranged in an asymmetrical order.

It allows free movement for customers and it is often used in department stores to encourage people to browse and shop.

This type of layout may not allow maximum use of retail space available.

Display

Display

Checkout

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Every retailer would want his customer to circulate through the entire store.

For this purpose, the retailer prepares a circulation plan. They place different products at various points of the store. This encourages customers to move around the entire store,

browse for products and select the same as per their needs. This creates impulse buying. Many retailers have separate entry and exit points. Fresh groceries are normally placed at the rear end of the

store, so that customers browse other products till they reach the end.

Impulse purchase items are placed near the billing counter.

Complete presentation of the merchandise. Striking the right balance between space used for

displays and service areas. Needs of women, children, elderly and disabled people

should be considered. Merchandise sold by the retailer.

Visual merchandising refers to the way or manner products are arranged for sale in a retail outlet.

This concept has evolved since the beginning of trade. The main aim of visual merchandising is to arrange

products in such a manner, that all products are visible to the customers and also to see that the best one’s receive maximum visibility.

It is defined as the orderly, systematic, logical and intelligent way of stocking products.

It involves store windows, signs, designs, fixtures and mannequins

It is the art of persuasion through presentation, which focuses on the merchandise displayed.

It is used extensively by both the organized & unorganized retail sector.

Visual Merchandising plays the following role:a. Enable sales of the product sold by the retailer.b. Inform & educate consumers about the products in the store.c. Creating and enhancing the store’s image.d. Enables ease of shopping for the consumer. AIDA Formula

TOOLS METHODS

Colours & Textures Fixtures Signages Windows Lighting Mannequins

Colour Dominance Coordinated

Presentation Presentation by Price

A planogram is a tool used by the retailer that helps him determine the location of merchandise within a department.

It is a diagram that visually communicates how merchandise fit into a store or window to allow properly visibility to customers.

A planogram is created after considering product sales, movement of products within a category and space required for the products.

It helps in easy identification of the product.

Mannequin means “little man”. Origin from the Dutch word “Manneken”. It is used by retail stores to display their merchandise. Mannequins come in different sizes, shapes, colour etc. Some are the size of a real human being, with arms, legs,

body and head. They are posed in different positions. Mannequins can look like males, females or children. Some mannequins consists of only a torso on a stand.

Retail loss prevention is an activity that involves reducing the level of losses that arises within the store.

Retail loss prevention ensures overall security of the store. This exercise helps in minimizing losses in increasing the

profitability of the store. Retail losses take place due to shoplifting and employee

theft. It is because of these reasons, that merchandise losses take

place inside retail stores. Stores sometimes appoint a store loss prevention manager

to prevent losses and investigate retail thefts.

Shoplifting is a retail theft or crime that involves someone stealing the store’s merchandise displayed in the store, either for consumption or sales.

It occurs when stealers lift a product and conceal it in their purses, clothes, pockets or bags, changing room thefts

Anyone can be a shop stealer irrespective of age, gender, education or religion.

Some steal out of excitement, necessity, unaffordability or just to prove to others that they can fool anyone.

Shoplifting causes a lot of financial losses to retailers. These are more common in case of big shopping

centers. Crores of rupees are lost in India, due to shoplifting. Retail loss varies from store to store, brand to brand and

the type of merchandise offered.

Use of CCTVs. Asking customers to keep personal belongings outside. Avoid displaying expensive products at entrance and exit

points. Check “ Paid” stamp before customers leave the store. Store employees should monitor customers’ movements. Lock up small and expensive items. Return with Receipts Monitor the trial room. Use creative signages.

Employee theft is a term used in retailing, when an employee of a retail store conceals goods, foods, cash etc while on duty.

According to Indian law, it is a crime. Employee steals the product from the store and takes it

out without paying for it. It is similar to shoplifting. They may hide merchandise in their bags, garments,

purses, pockets, lunch boxes etc.

Employee theft causes huge monetary losses for the retailer.

Employees know well, where the goods are placed, angles of CCTVs where there cannot be captured.

Employee theft also happens when employee steals cash from the retail outlet, fraud, allowing customers to take goods without paying for them etc.

Employee thefts are more serious than shoplifting, since employees are insiders while shoplifters are outsiders.

Managers should identify suspicious behavior of its employees.

Retail store employees have the most access to all merchandise.

They know the best place and time to steal. Reasons for employee theft include are moral character,

loyalty, respect for employer, future prospects etc.

Select the right employees at the time of appointment. Install CCTV’s in the entire retail outlet. Cash counters should be strictly monitored. Employees should be educated and trained with respect

to employee theft and should be informed about the consequences of employee theft.

Thus, a retailer should have certain mechanisms in place to reduce and prevent employee theft.

Credit card theft is a term that is used to purchase store items through stolen credit cards.

Main reason is because the retailer does not check the authenticity of the cards.

Employees also lack training in the same. Credit card theft is becoming popular in major cities.

Destroy old cards, bills and receipts. Don’t give card number over the phone. Never e-mail card number to anyone. Don’t respond to any e-mails requesting your credit card

number. Employees should validate the identity of the card user.