ch. 17 store layout, design and visual merchandising

Free form (boutique) layout

-fixtures and aisles arranged asymmetrically -provides an intimate, relaxing environment that facilitates shopping and browsing -pleasant relaxing ambiance doesnt come cheap -inefficient use of space -more susceptible to shoplifting--salespeople can not view adjacent spaces -used in specialty stores and upscale department stores

Store Layouts

-grid -racetrack -free form

Usage of Signage and graphics

-location: identifies the location of merchandise and guides customers -category signage: identifies types of products and located near the goods -promotional signage: relates to specific offers(sometimes in windows) -point of sale: near merchandise with prices and product information -lifestyle images: creates moods that encourage customers to shop

Racetrack Layout

-loop with a major aisle that has access to departments -draws customers around the store -providing different viewing angles and encouraging exploration, impulse buying -used in department stores

retail strategy

-meets the needs of target market -builds a sustainable competitive advantage -display's the stores image

effectively using signage

-coordinate signage to stores image -use appropriate type faces on signs -inform customers -use them as props -keep them fresh -limit the text on signs

Grid Layout

-easy to locate merchandise -DOES NOT encourage customers to explore store (limited sight lines to merchandise) -allows more merchandise to be displayed -cost efficient -used in grocery store, discount store, and drug stores

location of merchandise within a category

Supermarkets and drug stores place private label brands to the right of national brands. Shoppers reads from left to right so they see the higher priced items first then the lower priced

planogram

a diagram that shows how ans where specific SKUs should be placed on retail shelves or displays to increase customer purchases

Feature Areas

areas within a store designed to get the customers attention FEATURE AREAS -entrances -cash wraps -End caps -promotional aisles -walls -windows -fitting rooms

control cost

control the cost of implementing the store design and maintain the stores appearance store design influences: -shopping experiences and thus sales -labor costs -inventory shrinkage

Location of Merchandise categories

impulse merchandise -near highly trafficked areas Demand/desitination Merchandise -back left hand corner of the store Special Merchandise -lightly trafficked areas (glass pieces, womens lingerie) Adjacencies -cluster complimentary merchandise next to each other

Space Planning

productivity of allocated space (sales per square foot, sales per linear foot) merchandise inventory turnover impact on store sales display needs for the merchandise

Americans with Disabilities Act (ADA)

protects people with disabilities from discrimination in employment, transportation, public accommodations, telecommunications and activities of state and local government Affects store design as disable people need "reasonable access" to merchandise and services built before 1993. after 1993, stores are expected to be fully accessible. Reasonable Access means: - 32 inch wide pathways on the main aisle and to the bathroom, fitting rooms, elevators and around most fixtures. -lower cash wraps and fixtures so they can be reached by a person in a wheelchair -make bathroom and fitting rooms fully accessible

Store design

the primary objective of store design is implementing the retailers strategy store design has a substantial effect on which products customers buy, how long they stay in the store, and how much they spend during a visit store design provides utilitarian benefits when it enables customers to locate and purchase products in an efficient and timely manner with minimum hassles. store design provides hedonic benefits by offering customers an entertaining and enjoyable shopping experience

Space management

the space within stores ans on the stores shelves and fixtures is a scarce resource the allocation of store space to merchandise categories and brands the locations of departments or merchandise categories in the store

Prime Locations for Merchandise

Highly trafficked areas -store entrances -near checkout counter Highly visible areas -end aisle -displays

Digital signage

visual content delivered digitally through a centrally managed and controlled network and displayed on a TV monitor or flat screen -superior in attracting attention -enhances store environment -provides appealing atmosphere -overcomes time-to-time message hurdle -messages can target demographics -eliminates costs with printing, distribution and installing traditional signage