Store Design_Visual Merchandising

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A well designed store is like a GOOD STORY , with a beginning, middle and end. The story Begins at the ENTRANCE  creates expectations and offers promises The Middle of the story comes from the INSIDE of the store The Climax of the story is the CHECK OUT COUNTER .

Objectives:

Objectives Implement the Retailers strategy Influence Customer Buying Behavior Flexibility Costs

Tradeoff in Store Design:

Tradeoff in Store Design Easy of locating merchandise for planned purchases Exploration of store, impulse purchases

Elements:

Elements Store Layouts Visual Communications Feature Areas

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Store Layouts

Types of Store Layouts:

Types of Store Layouts Grid Racetrack Free Form

Grid (Straight) Design:

Grid (Straight) Design Best used in retail environments in which majority of customers shop the entire store Easy to locate merchandise Allows more merchandise to be displayed Cost efficient LIMITATION Can be confusing and frustrating because it is difficult to see over the fixtures to other merchandise Examples : Supermarkets, Drugstores

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Fruit Vegetables Office & customer service Books, magazines, seasonal display Receiving & storage Exit Entrance Cart area Checkouts

Race Track/Loop Layout:

Race Track/Loop Layout Major customer aisle(s) begins at entrance, loops through the store (usually in shape of circle, square or rectangle) and returns customer to front of store Draws customers around the store. Provide different site lines and encourage exploration, impulse buying Ex: Department stores

Free-Form/Boutique Layout:

Free-Form/Boutique Layout Fixtures and merchandise grouped into free-flowing patterns on the sales floor – no defined traffic pattern Works best in small stores (under 5,000 square feet) in which customers wish to browse Works best when merchandise is of the same type, such as fashion apparel If there is a great variety of merchandise, fails to provide cues as to where one department stops and another starts Inefficient use of space More susceptible to shoplifting – salespeople can not view adjacent spaces. Ex: Specialty stores

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Storage, Receiving, Marketing Dressing Rooms Checkout counter Clearance Items Feature Feature Jeans Casual Wear Stockings Accessories Pants Tops Tops Skirts and Dresses Hats and Handbags Open Display Window Open Display Window

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Visual Communications

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Signage and graphics that help customers locate specific products and departments, provide product information and suggest items or special purchases are called Visual communications

Types:

Types Location Category Promotional Point of sale Life Style Images Digital Signage

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Feature Areas

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The areas within a store designed to get the customer’s attention which include: Freestanding fixtures End caps – displays located at the end of the aisles Promotional aisle/area Windows Walls Point-of-purchase (POP) displays/Cash Wraps

Free Standing Fixtures:

Free Standing Fixtures

End Caps:

End Caps

Promotional Aisle:

Promotional Aisle

Walls:

Walls

Windows:

Windows

Point of Purchase/Check Out Counters:

Point of Purchase/Check Out Counters

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Space Management

Space Management:

Space Management Space Management deals with allocating floor/shelf space and locating merchandise inside the store Issues: Where should merchandise be displayed? How much space should be allocated to each category/item? How many items of each SKUs should be displayed?

Factors:

Factors Profitability of merchandise Customer Buying considerations Impulse products near front Demand/Destination areas off the beaten path Physical characteristics of product. Complementary products should be adjacent Sales rate More units of faster selling merchandise need to be displayed

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While TV Ad’s leave a residue at 9 PM the previous night and press does it at 7 AM, and radio has the potential of doing all the time, Visual Merchandising is one medium that does it at the Point of Purchase

Visual Merchandising:

Visual Merchandising It is the Presentation of the store and its merchandise in ways that will attract the attention of potential customers It includes 1. The Fixtures 2. The Presentation Techniques 3. Atmospherics

Fixtures:

Fixtures The Primary purpose of a fixture are to efficiently hold and display merchandise Also define areas of store and encourage traffic flow. Types 1. Straight Rack 2. Rounder 3. 4- Way 4. Gondola

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Straight Rack It consists of a long pipe suspended from supports going to the floor attached to a wall or floor Its holds a lot of apparel Its hard to feature specific styles and colors Often found in Discount stores

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Rounder It is also known as a Bulk/Capacity Fixture It is a round fixture that sits on pedestal Designed to hold maximum amount of merchandise Easy to move Cant get a frontal view of the merchandise

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Four-Way It is also known as feature Fixture Has 2 cross bars that sit perpendicularly to each other on a pedestal Holds a large amount of merchandise and allows the customer to view the entire merchandise Should be of similar style or color else leads to confusion Commonly used by Fashion Oriented Apparel retailers

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Gondola Are extremely versatile Used extensively in grocery and discount stores to display everything from canned foods, towels, house wares etc.

Types of Apparel Display Fixtures:

Types of Apparel Display Fixtures Straight Rack Rounder Four-Way Gondola

Presentation Techniques:

Presentation Techniques Idea-Oriented Presentation Style/Item Presentation Color Organization Price Lining Vertical Merchandising Tonnage Merchandising Frontal Presentation

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Atmospherics

Store Environment:

Store Environment Color Scent Music Lighting Atmosphere

Lighting:

Lighting Important but often overlooked element in successful store design Highlight merchandise Capture a mood Downplay less Attractive features

Color:

Color The Creative use of color can enhance a retailer’s image and help create mood. Warm colors(RED, YELLOW etc..) produce excitement, attract customers and gain attention but can also be distracting Cool colors(BLUE & GREEN) are relaxing, peaceful, calm and pleasant

Music & Scent:

Music & Scent Music It can either add to or detract from Retailer’s total atmospheric package It can easily be changed It is used to affect the customer’s behavior, music can control the pace of store traffic, create an image and attract customer attention Scent Smell has a large impact on our emotions . It improves customer’s subjective shopping experience by making them feel that they are spending less time at the store