Store Layout And Design Mgt

Store Design and Layout

Need for store planning Allocating Space Types of space needed -Back room -Office and other functional spaces -Aisles, services areas, and other non-selling areas of the main sales floor. -Wall merchandise space. -Floor merchandise space. Circulation Shrinkage Prevention Improving Space Productivity in Existing Stores Space Allocations for a New Store

Impact of physical environmental factors on shopping behaviour Physical environment Emotions Store layout & design Merchandise display Music Aroma

Customer Senses

Shopping Behaviour

Store Image: Customer’s perception of the store and its attributes. Atmospherics : a store's physical characteristics that are used to develop a retail unit’s image and draw customers. Describes the physical elements in a store's design that appeals to consumers and encourages them to buy. Classified in terms of exterior and interior atmospherics

Importance of Atmospherics Planning Enhances the image of the retail outlet. Attracts new customers. Creates a definite USP. Facilitates easy movement inside the store. Facilitates access to merchandise inside the store. Ensures optimum utilization of retail space. Facilitates better organization of the store and its merchandise. Reduces product search time for the customer. Influences the service quality experience.

Components of retail atmospherics Exterior atmospherics Interior atmospherics Store layout Visual merchandising External atmospherics All aspects of the physical environment found outside the store are external atmospherics. Significantly affects store traffic and sales generated. Store exterior includes store entrances, main board, marquee, windows display and lighting, height and size of the building, parking facilities, surroundings etc…...

Interior atmospherics All aspects of physical environment found inside the store. Affects sales, time spent in the store and approach/avoidance behavior of the target segment. The retail unit environment presents various stimuli that are perceived by the customer's senses. Each stimulus offers many options with regard to shopping behaviour.

Store layout Is the interior retail store arrangement of departments

or groupings of merchandise. Store arrangement: - pays adequate attention to the expected movement of the customers visiting the store. - space allotted to customers to shop. - adequate facilities for merchandise display.

Free-Flow Layout is a type of store layout in which fixtures and merchandise are grouped into free-flowing patterns on the sales floor. Advantages Allowance for browsing and wandering freely. Increased impulse purchases Visual appeal Flexibility

Disadvantages Loitering encouraged. Possible confusion. Waste of floor space. Cost. Difficulty of cleaning.

Free-Flow Layout

Grid Layout is a type of store layout in which counters and fixtures are placed in long rows or “runs,” usually at right angles, throughout the store. Advantages Disadvantages Low cost. Plain and uninteresting. Customer familiarity. Limited browsing. Merchandise exposure. Stimulation of rushed Ease of cleaning. shopping behavior. Simplified security. Limited creativity in Possibility of self-service. décor.

Loop Layout/ Racetrack layout is a type of store layout in which a major customer aisle begins at the entrance, loops through the store, usually in the shape of a circle, square or rectangle, and then returns the customer to the front of the store. Advantages Exposes customers to the greatest amount of merchandise

Entry

Exit

Spine Layout is a type of store layout in which a single main aisle runs from the front to the back of the store, transporting customers in both directions, and where on either side of this spine, merchandise departments using either a free-flow or grid pattern branch off toward the back aisle walls.

Exterior Atmospherics Interior Atmospherics Storefront Accessibility Marquee Entrances Visibility Parking Size of building Display windows Adjoining Stores

Flooring Wall Dead area Trial room Lighting Aisles Personnel Odour Temperature Cleanliness Fixtures

Store Layout

Visual Merchandising

Floor space allocation for selling, merchandise display, and customer traffic flow Department location Space/merchandise category Signage

Assortment\Theme Racks and shelves Payment Counters

Visual Merchandising The orderly, systematic, logical and intelligent way of putting stock on the floor. It involves SKU planning, store windows and floor displays, signs, space design, fixtures and hardware, and mannequins Merchandise presentation planning Shelving Hanging Pegging. Folding

Stacking Dumping

Psychology of merchandise presentation Value /fashion image. Angles and sightlines. Vertical colour blocking.

Planogram Is a tool used by the retailer, which helps to determine the location of merchandise within a department. It is a diagram that visually communicate how merchandise physically fit on to a store fixture or window, to allow for proper visibility and price point options. List the exact number of square feet used for the various products and the exact no. of products to be displayed in a particular area.

Floor Plan: Is a schematic that shows where merchandise and customer service departments are located, how customers circulate through the store, and how much space is dedicated to each department.