chapter 17: store layout, design and visual merchandising
cluster complimentary merchandise next to each other, (shirts and ties) (seafood and wine) (paint and brushes)
adjacencies
ada
american with disability act
identifies types of products and located near the goods
category sinage
have a peaceful, gentle, calming effect
cool colors
red=lucky
culturally lucky
back left hand corner of the store
demand/destination merchandise
visual content delivered digitally through a centrally managed network and displayed on an LCD screen
digital signage
natural organic
earth tones
highly visible areas
end aisle, displays
fixtures and aisles arranged asymmetriclly, provided an intimate, relaxing environment, small store experience, inefficient use of space...more susceptible to shoplifting
free-form layout
used in specialty store and upscale department stores
free-form layout
easy to locate merchandise, does not encourage customers to explore the store, allows more merchandise to be displayed, cost efficient
grid layout
used in grocery, discount and drug stores
grid layout
types of store layouts
grid, racetrack, free form
prime locations for merchandise
high trafficked areas and highly visible areas
near heavily trafficked areas
impulse merchandise
creates moods that encourage customers to shop. reinforces retailer image
lifestyle image
store atmosphere
lighting, music, scent, color
identifies the location of merchandise and guides customer
location sinage
use of single and graphics
location, category sinage, promotional sing, point of sale, lifestyle image
store design must
meet the needs of TARGET MARKET, builds a sustainable competitive advantage, displays the store's image
diagram that shows how and where specific skis should be placed on retail shelves or displays to increase customer purchases and maximize category profit. category management tool.
planogram
near merchandise with prices and product information
point of sale
fun young energy
primary colors
relates to specific offers, sometimes in windows
promotional signage
loop with a major aisle that has access to departments, draws customers around the store, provide different viewing angles and encourage exploration, impulse buying
racetrack
used in department stores such as pennys, and kohls
racetrack
lightly trafficked areas (dinner china, women's lingerie)
speical merchandise
high trafficked areas
store entrance, near checkout counter
encourage customer exploration and help customers move through the stores. provides interesting design elements
store layout
visual merchandising fixtures
straight rack, four way, gondoloas
true or false: 50% of women get their ideas for clothes from store displays or window shopping. idea-orientation presentation
true
true or false: store design has a substantial effect on which products customers buy, how long they stay in the store nd how much they spend during a visit
true
true or false: the design of an environment through visual communications, lighting, colors, music and scent to stimulate customers' perceptual and emotional response and ultimately to affect their purchase behavior.
true
true or false: the primary objective of store design is implementing the retailers strategy
true
true or false: the space within a stroes and on the stores shelves or fixtures is a scare resource
true
presentation of a store and its merchandise in ways that will attract the attention of potential customers
visual merchandising
produce emotional vibrant, hot and active responses
warm colors