Retail Strucures and change in india

Retail Structures and change in India : 

11/29/2011 1 Retail Structures and change in India Unit-2 Store Design Ast.Prof Manish Rai

Objectives : 

11/29/2011 2 Objectives The relationship between store image and store design The components of exterior and interior store design Considerations for selecting a layout Visual merchandising in retail Ast.Prof Manish Rai

Slide 3: 

11/29/2011 3 What sets one store apart from another ? Ast.Prof Manish Rai

Importance of store design : 

11/29/2011 4 Importance of store design Store Image Exterior Store Design Interior Store Design Ast.Prof Manish Rai

Slide 5: 

11/29/2011 5 The overall look of a store and the series of mental pictures and feelings it evokes within the beholder. For the retailer, developing a powerful image provides the opportunity to embody a single message, stand out from the competition and be remembered. Ast.Prof Manish Rai

Elements of store design : 

11/29/2011 6 Elements of store design Ast.Prof Manish Rai

Exterior Store Design : 

11/29/2011 7 Exterior Store Design Location Parking Ease of access The building architecture Health and safety standards Store windows, lighting Ast.Prof Manish Rai

Interior Store Design : 

11/29/2011 8 Interior Store Design Fixtures Flooring & Ceilings Lighting Graphics & Signages Atmospherics Ast.Prof Manish Rai

Store Layout : 

11/29/2011 9 Store Layout Store Layout should be a balance between productivity of space and giving customers adequate space to shop. Ast.Prof Manish Rai

Types of Layout : 

11/29/2011 10 Types of Layout Grid layout Racetrack layout Free form / boutique layout Spine Layout Herringbone Layout Ast.Prof Manish Rai

Grid Layout : 

11/29/2011 11 Grid Layout Ast.Prof Manish Rai

Grid Layout : 

Grid Layout Counters and Fixtures are placed in long rows or “runs” usually at right angles, throughout the store This layout is used in grocery, discount store and drugs stores, like- Reliance fresh Advantages-: Easy to locate merchandise, cost efficient, easy accessible for customers Disadvantages-: limited browsing and limited creativity in decor

Racetrack / Loop Layout : 

11/29/2011 13 Racetrack / Loop Layout Ast.Prof Manish Rai

Race Track : 

Race Track The major customer aisle begins at the entrance, loops through the store and returns customer to the front of the store Used in departmental stores such as-: Shopper’s Stop, Ritu Wear.

Example of Race Track Layout(Shopper’s Stop) : 

Example of Race Track Layout(Shopper’s Stop)

Freeform Layout : 

11/29/2011 16 Freeform Layout Ast.Prof Manish Rai

Free Flow Layout - : 

Free Flow Layout - Fixtures and Merchandise are grouped in Free-flowing patterns on the sales floor This layout is used in specialty stores like-: Reebok, Nike Works best in small stores (under 5,000 square feet) in which customers wish to browse Advantage-: increased impulse buying Disadvantage-: possible confusion and waste of floor space

Spine Layout : 

Spine Layout The major customer aisle runs from the front to the back of the store, with merchandise departments branching off to the the back side walls Heavily used by medium-sized specialty stores ranging from 2,000 – 10,000 square feet Example-: United colors of Benetton, Footwear etc

Example of Spine layout(United Colors of Benetton at Pacific Mall) : 

Example of Spine layout(United Colors of Benetton at Pacific Mall)

Store Layouts – Key considerations : 

11/29/2011 20 Store Layouts – Key considerations Enhance sales Maximize returns / sq.foot Match the merchandise & format Provide for the needs of elderly / women / children / disabled Ast.Prof Manish Rai

Herringbone Layout : 

Herringbone Layout Herringbone Circulation is used for a narrow store of maximum 40 feet width where the highway is a single two way one, bisecting the store along its length with side roads leading to the walls from it. Example: Music World, Plant-M

Space Planning : 

11/29/2011 22 Space Planning The location of various depts Location of various products in a dept The pros & cons of specific locations Relationships of space & profitability Ast.Prof Manish Rai

The Planogram : 

11/29/2011 23 The Planogram A planogram is a retailer's drawing (blueprint) which visually communicates how merchandise and props physically fit onto a store fixture or window to allow for proper visibility and price point options. Ast.Prof Manish Rai

Visual Merchandising : 

11/29/2011 24 Visual Merchandising Ast.Prof Manish Rai

Slide 25: 

11/29/2011 25 Can be termed as the orderly, systematic, logical and intelligent way of putting stock on the floor Ast.Prof Manish Rai

Methods of Display : 

11/29/2011 26 Methods of Display Color Dominance Co-ordinated Presentation Presentation by price Ast.Prof Manish Rai