Ch. 17 - Store, Layout, Design, and Visual Merchandising

Planogram

A diagram created from photographs, computer output, or artists' renderings that illustrates exactly where every SKU should be placed.

Tonnage Merchandising

A display technique in which large quantities of merchandise are displayed together.

Four-Way

A fixture with two cross-bars that sit perpendicular to each other on a pedestal. Also called a feature fixture.

Sales per Square Foot

A measure of space productivity used by most retailers since rent and land purchases are assessed on a per-square-foot basis.

Sales per Linear Foot

A measure of space productivity used when most merchandise is displayed on multiple shelves of long gondolas, such as in grocery stores.

Utilitarian Benefit

A motivation for shopping in which consumers accomplish a specific task, such as buying a suit for a job interview.

Price Lining

A pricing policy in which a retailer offers a limited number of predetermined price points within a classification.

Rounder

A round fixture that sits on a pedestal. Smaller than the straight rack, it is designed to hold a maximum amount of merchandise. Also known as a bulk fixture or capacity fixture.

Free-form Layout (Boutique Layout)

A store design, used primarily in small specialty stores or within the boutiques of large stores, that arranges fixtures and aisles asymmetrically.

Straight Rack

A type of fixture that consists of a long pipe suspended with supports going to the floor or attached to a wall.

Racetrack Layout (Loop Layout)

A type of store layout that provides a major aisle to facilitate customer traffic that has access to the store's multiple entrances.

Gondola

An island type of self-service counter with tiers of shelves, bins, or pegs.

American shoppers usually do not like it when a store is so cramped that the customers may touch one another while shopping. When the ____ effect occurs, customers may decide to leave without making a purchase.

Butt-brush

End Caps

Display fixture located at the end of an aisle.

A ________ has two crossbars that sit perpendicularly on a pedestal and allows the customer to view the entire garment.

Feature fixture

Freestanding Displays

Fixtures or mannequins that are located on aisles and designed primarily to attract customers' attention and bring customers into a department in stores

Which form of layout is best suited for grocery stores?

Grid Layout

Fragrances and cosmetics in department stores and magazines in supermarkets are examples of ________ merchandise.

Impulse

A store's design must be consistent with and reinforce the retailer's strategy and meet the needs of ______.

It's target market

A discount clothing store displays different brands of clothing on racks that are priced the same, such as racks of jeans that are priced $29, $59, and $99. This approach is called

Price Lining

Demand/destination merchandise

Products that customers have decided to buy before entering the store.

The store design that provides a major aisle to facilitate customer traffic with access to the store's multiple entrances is the ________

Racetrack Layout

Hedonic Benefit

Shopping for pleasure, entertainment, and/or to achieve an emotional or recreational experience.

Point-of-Sale

Signs are placed near the merchandise they refer to so that customers know its price and other detailed information.

Strike Zone

The area in a retail store that customers pass through after the decompression zone where retailers display some of their most compelling merchandise.

Why do retailers use end caps in stores to display higher-margin, impulse merchandise?

The end caps have high visibility in stores.

Fixtures

The equipment used to display merchandise.

What must a retail store's design team consider when designing their store environment to create excitement?

What must a retail store's design team consider when designing their store environment to create excitement?

Center Store

The middle of each aisle in a grocery store or other store using a grid layout. Contains less compelling and exciting products, though ones that consumers still require such as cereal or detergent.

Vertical Merchandising

The presentation of a store and its merchandise in ways that will attract the attention of potential customers. Merchandise is presented vertically using walls and high gondolas.

True/False: Store design and visual merchandising are elements of a retailer's communication mix.

True

Stores providing hedonic benefits

are designed to provide customer entertainment.

Providing ________in stores is done to comply with the ADA.

bathrooms with handrails or grab bars

Which merchandise is most likely to be placed in the strike zone?

compelling merchandise

The lowest sales per square foot area within the store is usually in the

decompression zone.

Areas near the escalators and cash wraps are considered to be

high traffic areas, good for impulse items.

A grid layout

limits unplanned purchases.

Utilitarian benefits enables customers to ______.

purchase products in an efficient manner

Demand/destination merchandise

refers to the products that customers have decided to buy before entering the store

Atmospherics

the physical elements in a store's design that appeal to consumers' emotions and encourage buying.

In a supermarket or drug store in the United States, where is the best placement for private-label merchandise?

to the right of nationally branded merchandise

Walmart stores use signage to clearly indicate where items can be found by shoppers. Walmart also offers a store maps app to help customers find the correct aisle location. These shopping aids offer

utilitarian benefits.