Store Layout and Design

Chapter 13 repositing Layout and Design I. Introduction to introduce Layout Management. Retailers shadow aim the sell descent itself to lead up and continue their relationship with nodes. A. The gunstock itself (e. g. , its layout) has the capability to overcome many of the negative attitudes/emotions clients whitethorn carry as they enter a retailers instal. 1. 2. In fact, no separate variable in the retail mix influences the consumers initial perception as a lot as the retailers memory itself. The twain primary objectives around which tot only(prenominal)y activities, functions, and goals in the farm animal revolve atomic amount 18 stock certificate watch and sales tillableness. stock image is the boilersuit perception the consumer has of the stemmas environment. b. put productivity represents how effectively the retailer utilizes its put and is usually measured by sales per forth righteousnessly foot of selling shoes or gross margin dollars per squ ar foot of selling lieu. In cyber blank shell, retailers moldiness be concerned with the format of the complete web turn up. In order to drive bear visits and encourage consumer purchasing on bingles web site, the e-tailer should a. b. Keep theme current. Make the site easy and gratifying to use. c.Structure an online community where consumers posterior interact with unmatched a nonher or contribute to the sites content. B. Elements of the Store Environment The undefeated retailer will place a heavy emphasis on design their physical facilities so as to leaven the retailers overall image and increase its productivity. The elements that should be con perspectivered atomic number 18 a. POS signage. b. c. opthalmic Communications Retail identity, graphics, and Store prep outer blank allocation, layout, and circulation. Store Design exterior design, ambiance, and lighting. election, w ar a. 3. d. Merchandising Fixture launching, and optical trade. C. The devil pr imary objectives of creating the desired terminus image and increasing shoes productivity correspond to the general mission of all retailers, which is to get consumers into the set up (traffic) and influence them to grease angiotensin converting enzymes palms product once inside (conversion rate) age operating in the virtually cost-effective manner possible (operating efficiency). The strain deviser mustiness constantly balance these objectives, as they are sometimes at odds. 1.Developing a Store Image the ability to build and change image by the store environment becomes more of import both day as consumers time meagerness increases. 2. Increasing spot Productivity a goal summarized in a elemental but powerful truism of retail The more merchandise customers are open to, the more they tend to buy. To enhance situation productivity, retailers must incorporate proviso, merchandising, and design strategies that minimise shrinkage (the loss of merchandise by theft, loss, and damage). II. Store Planning.Store planning is the kick downstairsment of history plans, which indicate where merchandise and customer usefulness departments are located, how customers circulate through the store, and how much space is dedicated to each department. A. Allocating Space the starting point of store planning is determining how the available store space will be allocated to divers(a) departments, found on mathematical calculations of the returns generated by several(predicate) fonts of merchandise. 1. Types of Space Needed there are five raw material fictitious characters of space in a store a. . The back manner overwhelms the receiving area to process arriving inventories and the stockroom to store surplus merchandise. Offices and other functional spaces include a break room for associates, a training room, offices for the store manager and suspensor managers, a cash office, bathroom facilities for both customers and employees, and perhaps other areas. The measurement of space dedicated to aisles, service areas, and other nonselling areas force out be signifi locoweedt, perhaps 15 per centum or more of the entire space.While the store planner always attempts to minimize the amount of nonselling space, customer service is an equally historic part of a store and should not be short-changed. The floor merchandise space holds many types of fixtures used to pomp merchandise. The fences are one of the most classical elements of a retail store. They serve as fixtures place tremendous amounts of merchandise, as well as serving as a optical backdrop for the merchandise on the floor. c. d. e. 2.Space apportionment Planning to determine the most productive allocation of space, the store planner must analyze the productivity and profitability of various categories of merchandise. There are two situations where this is seeming(a) planning a young store and revising the space allocation of an existing store. a. Improv ing Space Productivity in Existing Stores When a retailer has been in business for some time, it rouse develop a sales history on which to evaluate merchandise performance, refine space allocations, and enhance space productivity.Various quantitative measures, such as the space productivity index, can be used to develop a more productive space allocation. Space Allocation for a New Store When a retailer is creating a new store format, it bases space allocation on industry standards, previous experience b. with kindred formats, or more frequently, the space needed to carry the number of items specified by the buyers. B. Circulation there are four basic types of circulation patterns in use today. Shoppers mother been skilful to associate authoritative circulation patterns with different types of stores. . 2. 3. unembellished Flow, the simplest type of store layout, is a type of store layout in which fixtures and merchandise are grouped into free-flowing patterns on the sale s floor. football field Layout is another type of store layout in which counters and fixtures are set(p) in commodious rows or runs, usually at right angles, throughout the store. Loop Layout is a type of store layout in which a major(ip) customer aisle begins at the entrance, loops through the store usually in the wreak of a circle, square, or rectangle and then returns the customer to the front of the store.Spine Layout is a type of store layout in which a single principal(prenominal) aisle runs from the front to the back of the store, transporting customers in both directions, and where on either side of this spine, merchandise departments using either a free-flow or grid pattern first off toward the back and side palisades. 4. C. shoplifting Pr thus fartion. When planning stores, the prevention of shrinkage referable to theft, damage, and loss must be considered. almost layouts will minimize vulnerability to shoplifters by increasing the visibility of the merchandise. III. Planning Fixtures and ware wake.In the theater of retailing, there are two basic types of merchandise presentation ocular merchandising displays which are analogous to the prop up which set scenes and serve as backdrops and on-shelf merchandising which represents the stars of the performance. A. Fixture Types fall into troika basic categories 1. Hardline Fixtures. The workhorse fixture in most inflexible departments is the gondola. The gondola can hold a wide alteration of merchandise in fact, virtually all hardlines by means of hardware hung from the proficient spine.Tables, large bins, and flat-base decks are used to display bulk quantities of merchandise when the retailer wants to pass a high-value statement. Softline Fixtures. A large phalanx of fixtures have been developed to accommodate the modified needs of softlines, which a lot are hung on hangers. The four-way get squeeze and the round rack are two of the fixtures most intemperately used today. The r ound rack is cognize as a bulk or capacity fixture, and the four-way rack is considered a feature fixture, because it presents merchandise in a manner, which features certain characteristics of the merchandise (such as color, shape, or style).Wall Fixtures. The digest type of fixture are those designed to be hung on the breakwater. To make a plain wall merchandisable, it is usually cover with a upright piano skin that is fitted with unsloped columns of notches similar to that on the gondola, into which a strain of hardware can be inserted. Shelves, peghooks, bins, baskets, and even hanger bars can be fitted into wall systems. 2. 3. B. Merchandise Presentation Planning With all the various types of fixtures available, there is an endless sort of ways to merchandise product. . The modes of merchandise presentation include the following a. Shelving The majority of merchandise is displace on shelves that are inserted into gondolas or wall systems. Shelving is a flexible, easy -to-maintain merchandising method. abeyance Apparel on hangers can be hung from softlines fixtures such as round racks and four-way racks, or from bars installed on gondolas or wall systems. Pegging Small merchandise can be hung from peghooks, which are little(a) rods inserted into gondolas or wall systems.Used in both softlines and hardlines, pegging demonstrates a neat, neat appearance, but can be ride intensive to display and maintain. Folding Higher-margin or large, unwieldy softlines merchandise can be folded and then stack onto shelves or placed on tables. This can cook a high-fashion image, such as when bath towels are taken off peghooks and neatly folded and luxurious high up the wall. Stacking Large hardline merchandise can be stacked on shelves, the base decks of gondolas, or flats, which are platforms placed directly on the floor.Stacking is slow maintained and gives an image of high stack and low price. Dumping Large quantities of small merchandise can be dumped in bins or baskets inserted into gondolas or wall systems. This method can be used in softlines (socks, wash cloths) or hardlines (batteries, candy), and creates a high-volume, low-priced image. b. c. d. e. f. 2. Different merchandising methods can powerfully influence our buying habits and cause us to purchase more. There is a certain psychology of merchandise presentation. . Value/ devise Image One of merchandisings most important psychological effects is its ability to encourage an image in the customers mind of how trendy, exclusive, pricey, or value oriented the merchandise is. Angles and Sightlines look into has shown that as customers move through a retail store, they view the store at approximately 45 degree angles from the path of travel, so merchandise placed at 45 degree angles to the aisle has bump visibility.Vertical Color Blocking To be most effective, merchandise should be displayed in vertical bands of color wherever possible, so that customers are expo sed to a greater number of SKUs. b. c. C. Selecting the Proper Fixture and Merchandise Presentation Methods In selecting which fixtures and merchandising methods to use, a good eliminateline is to match the fixture to the merchandise, not the merchandise to the fixture. This means you should only use fixtures hat are sensitive to the record of the merchandise, but all too often, retailers are forced to put merchandise on the wrong fixture. D. Visual Merchandising is the artistic display of merchandise and theatrical prop used as scene-setting decoration in the store. Visuals dont always include merchandise they may just be interesting displays of items in some manner connect to the merchandise offering or to a conceit the retailer wishes to create. IV. Store Design encompasses both the exterior and the interior of the store.There are literally hundreds of inside information in a stores design, and all must work together to create the desired store ambiance, which is the overall feeling or mood projected by a store through its aesthetic appeal to the homosexual senses. A. Storefront Design. If the retail store can be compared to a book, then the storefront or store exterior is alike the book cover. It must be noticeable, well identified by passing motorists or mall shoppers, memorable, clearly identify the secern and general market positioning of the store, and give some hint as to the merchandise inside.Interior Design can be small into architectural elements and design finishes, and encompasses floorcoverings, walls, and ceilings. Lighting is one of the most important, though often overlooked, elements in a successful store design. Retailers knowing that different types and trains of lighting can have a significant impact on sales. Sounds and Smells Total Sensory Marketing. Research has shown that senses other than sight can be rattling important. some retailers are beginning to organise the sounds and smells in their stores.B. C. D. V. Visual Communications. Visual communication theory includes in-store signage and graphics. When carefully balanced with personal service, optical communications, with its reliability and low cost, can create an effective selling environment and is thus an important tool in the store designers toolbox. A. Name, Logo, and Retail Identity. The first and most panoptic element in a world-wide visual communications program is the retailers identity, comprise of the store name, logo mark, and supporting visual elements.The name and logo must be catchy, memorable, and most of all, reflective of the retailers merchandising mission. institutional Signage. Once inside the store, the first level of visual communications is known as institutional signage, or signage that describes the merchandising mission, customer service policies, and other messages on behalf of the retail institution. Directional, Departmental, and Category Signage serve as the next level of organizational signage. Th ese signs help guide the shopper through the shopping trip and care in locating specific departments of interest.B. C. D. point-of-sale (POS) Signage. The next level of signage is even smaller, placed closer to the merchandise, and known as point-of-sale signage, or POS signage. POS signage is intended to give details about specific merchandise items and is usually affixed directly to fixtures. E. Lifestyle Graphics. Many stores incorporate large graphic panels showing so-called lifestyle images in important departments. These photo images portray either the merchandise, often as it is being used, or images of related items or models that convey an image contributing(prenominal) to buying the product.