store layout & design
DESCRIPTION
store layout &designTRANSCRIPT
![Page 1: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/1.jpg)
Store Layout & Design
Chapter 13
Dunne & Lusch
![Page 2: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/2.jpg)
Chapter outline
• Store layout management
• Store Planning
• Fixtures & merchandise presentation
• Store Design
• Visual Communication
![Page 3: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/3.jpg)
1. Store layout mgmt
• Intro
• Store environment
• Store environment objectives
![Page 4: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/4.jpg)
Store layout mgmt: intro
• Impacts initial perception– Bricks & Mortar & Clicks
• 2 primary objectives:– Store image– Space productivity
![Page 5: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/5.jpg)
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
![Page 6: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/6.jpg)
Store environment
• Encourage shoppers:
–Browse–Evaluate–Buy
![Page 7: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/7.jpg)
Store environment: objectives
• Market image– Get customer into store
• Space productivity– Convert them into buying customers
• Efficiency– Do this in most efficient manner
![Page 8: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/8.jpg)
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
![Page 9: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/9.jpg)
Space productivity
The more merchandise
a customer is exposed to,
presented in an orderly manner,
the more they tend to buy
![Page 10: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/10.jpg)
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
![Page 11: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/11.jpg)
2. Store planning
• Floor plan
• Space allocation
• Circulation
• Shrinkage prevention
![Page 12: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/12.jpg)
Floor plan: types of space needed
• Back room
• Office & functional areas
• Aisles, service areas, non-sell areas
• Wall mdse space
• Floor mdse space
![Page 13: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/13.jpg)
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
![Page 14: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/14.jpg)
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
![Page 15: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/15.jpg)
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
![Page 16: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/16.jpg)
Free flow design
![Page 17: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/17.jpg)
Grid pattern
![Page 18: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/18.jpg)
loop
![Page 19: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/19.jpg)
spine
![Page 20: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/20.jpg)
www.jdg1.com
![Page 21: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/21.jpg)
![Page 22: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/22.jpg)
Fixtures: types
Hardline
bins, baskets, tables, shelves
Softlines
bulk/capacity fixtures
feature fixtures
Wall fixtures
![Page 23: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/23.jpg)
![Page 24: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/24.jpg)
Merchandise presentation
• Shelving
• Hanging
• Pegging
• Folding
• Stacking
• dumping
![Page 25: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/25.jpg)
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
![Page 26: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/26.jpg)
Customer sight line
![Page 27: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/27.jpg)
Vertical color blocking
![Page 28: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/28.jpg)
Using escalator for display
![Page 29: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/29.jpg)
Store design
• Store front
• Interior design
• Lighting
• Sensory marketing–Sounds & smells
![Page 30: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/30.jpg)
Straight frontwith lead in
Look at store lighting here, too
![Page 31: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/31.jpg)
lighting
![Page 32: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/32.jpg)
Sensory marketing
![Page 33: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/33.jpg)
Store fronts
• Angled
• Straight
• Lobby
• Signage
• windows
![Page 34: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/34.jpg)
Visual communication
• Name - logo – retail identity
• Signage –Exterior
–interior
–POS signs
• Lifestyle graphics
![Page 35: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/35.jpg)
Lifestyle graphics
![Page 36: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/36.jpg)
Directional signs
![Page 37: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/37.jpg)
POS signage
![Page 38: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/38.jpg)
E-commerce Websites:How Can these factor in?
• Store layout management
• Store Planning
• Fixtures & merchandise presentation
• Store Design
• Visual Communication
![Page 39: store layout & design](https://reader033.vdocument.in/reader033/viewer/2022061111/545427e0b1af9f93288b45cb/html5/thumbnails/39.jpg)
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