Ch.13 Store Layout, Design & Visual Merchandising

Spine Layout

A store design layout: - Variation of grid, loop and free-form layouts - Based on single main aisle running from the front to the back of the store (transporting customers in both directions) - On either side of spine, merchandise departments branch off toward the back or side walls - Heavily used by medium-sized specialty stores ranging from 2,000 - 10,000 square feet - In fashion stores the spine is often subtly offset by a change in floor coloring or surface and is not perceived as an aisle -Ex: J.Crew

Curving/Loop (Racetrack) Design

A store layout design: - 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 - Exposes shoppers to the greatest possible amount of merchandise by encouraging browsing and cross-shopping -Ex: department store

Grid (Straight) Design

A store layout design: -Best used in retail environments in which majority of customers shop the entire store -Can be confusing and frustrating because it is difficult to see over the fixtures to other merchandise -Should be employed carefully; forcing customers to back of large store may frustrate and cause them to look elsewhere -Ex: supermarkets, drugstores

Free-Flow Layout

A store layout design: -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 -BOUTIQUES

Round rack

A type of fixture: Round fixture that sits on pedestal

Four-way fixture

A type of fixture: Two crossbars that sit perpendicular to each other on a pedestal

Gondola

A type of fixture: large base with a vertical spine or wall fitted with sockets or notches into which a variety of shelves, peghooks, bins, baskets and other hardware can be inserted.

Straight rack

A type of fixture: long pipe suspended with supports to the floor or attached to a wall