•  Advantages/Disadvantages o alternative store layout
•  !o" is store #oor space assigned to $erchandise and depart$ent
•  %est techniues or $erchandise presentation
 
A "ell designed store'
•  (ntrance) creates e*pectation and o+ers pro$ises, store ront should entice ,a single $essage positive store i$age
•  Clutter at the start- can create conusion and disorientation, unco$ortable eeling
•  .nside the store) leads the custo$er through the store journey-using lighting, signage, display leads custo$er through path o discovery
•  Checout ) store visit conclusion
 
•  0rovide #e*ibility
•  $eet legal reuire$ents
•  0ri$ary objective) to i$ple$ent retailers strategy
•  Design- consistent and reinorce the retailers strategy by $eeting the needs o the target $aret and building a co$petitive advantage2 (g Sa$3s-price sensitive- #oor design and racs $etal and concrete to reinorce the brand i$age
•  4looring and shelving also a+ect retailers i$age) glass-elegance
 
.n#uence custo$er buying behavior
•  Store design- should attract custo$ers, enable the$ to locate $erchandise, eep the$ in the store or as long ti$e, $otivate the$ to $ae unplanned, i$pulse purchase and provide the$ "ith a satis5ed custo$er e*perience2
•  %uying behavior-in#uences store design) rise in nuclear a$ilies-li$ited ti$e
 
4le*ibility
•  Dyna$ic business- "hat $ay "or today, $ay not be applicable to$orro"- need to change the $erchandise $i*- need to change layout
•  atte$pt to design stores "ith $a* #e*ibility2
 
Cost
•  Cost o i$ple$enting the store design and $aintain the store appearance
•  4ree or$ design costly- can encourage the custo$ers to e*plore and increase sales
•  More lighting- e*pensive je"elry and other $erchandise
•  6ood lighting- can $ae the $erchandise loo better and increase sales
 
•  =eed to deter$ine the basic layout o the store
•  >se signage to guide custo$ers through the store and assist the$ in locating and 5nding ino about $erchandise
•  variety o approaches used to eature speci5c products
•  layouts- $ethod o encouraging custo$er e*ploration present the$ "ith a layout "hich acilitates a speci5c tra?c pattern2
•  (g ;oys us uses a speci5c layout "hich orces custo$ers to $ove through a sections o ine*pensive i$pulse purchase products to larger $ore e*pensive goods
•  9 types o layouts
6rid layout
!as parallel aisles "ith $erchandise on shelves on both sides o aisles, Cash registers
located at the entrance/e*it @ell suited or shopping trips in "hich custo$er needs to $ove through entire store and easily locate the products they "ant to buy2 (g grocery super$arets2
Cost e?cient, less "asted space, all aisles are o sa$e "idth2
>se o shelves- $ore $erchandise on sales #oor2
<o" cost standardied 5*tures
=ot visually e*citing design
 custo$ers not e*posed to all o the $erchandise
 
acetrac layout
0rovides a $ajor aisle that loops around the store to guide custo$er tra?c around various depts2 ;o direct custo$ers
through the stores, aisles $ust be de5ned by change in surace/color2 cash register stations are typically located in
each dept bordering the racetrac
 
4acilitates the goal o getting custo$ers to see the $erchandise available in $ultiple depts and acilitate i$pulse purchase2 Custo$ers orced to tae di+ vie"ing angles2
Custo$ers orced to tae di+ vie"ing angles2
 
    C     h    a    n    g
    i   n    g
    W     i   n     d    o    w
    D     i   s    p
4ree or$ layout
 %outiue layout, arranges 5*tures and aisles in an asy$$etric pattern2 >se in s$all
specialty stores or "ithin depts o large stores
0rovides an inti$ate and rela*ing environ$ent that acilitates shopping and bro"sing
 
•  !elp custo$ers locate speci5c products and depart$ents, provide speci5c inor$ation, and suggest ite$s or special purchases
•  6raphics- can add personality, beauty to the stores i$age
 
Signage and 6raphics
 
Signage and 6raphics
 
Signage and 6raphics
 
Signage and 6raphics
 
Signage can be $ore e+ective i)
•  Coordinate signs and graphics "ith the stores i$age) should act as a bridge bet"een $erchandise and target $aret2 Color, tone, graphic should co$ple$ent the $erchandise2 4or eg or$al display not or childrens section2 Color co$binations should appeal to speci5c target audience pri$ary colors or ids, hot vivid colors- teens etc
 
(+ective signage
 
(+ective signage
•  Beep signs and graphics resh) should be relevant to ite$s displayed 2 =e" signs ne" $erchandise
•  <i$it te*t on signs) signs "ith too $uch copy "ont "or2
•  >se appropriate typeaces on signs
 
Digital signage
•  typically developed and produced at corporate level and distributed to stores2
• Visual content is delivered digitally through centrally $anaged and controlled centrally2
•  content video clips to price o $erchandise
•  superior in recall and content
•  enhance stores environ$ent and at$ospherics
•  can be custo$ied according to the strategy 2
•  ensures ti$ely output, and decreases pro$otional cost
 
4eature Areas
•  are those areas "ithin a store designed to get custo$ers attention
 
4ree standing display
 
Cash"raps
•  0O0 counters or checout areas are places in stores "here custo$er can purchase $erchandise2
•  6o to these areas and "ait in the line to $ae a purchase, oten display i$pulse purchase
 
•  products sales increase dra$atically2
•  to co$$unicate pro$otional o+er
 
 
@alls
 
•  can help to dra" custo$er into the store
•  provide the visual $essage about the type o $erchandise o+ered and type o i$age the store "ishes to portray2
•  should be tied to the $erchandise and other displays in the store
•  should display shopping $ood or a season or holiday
 
•  allocation o store space to $erchandise
 
Space allocated to Merchandise categories
•  4actors "hich retailer consider "hen deciding ho" $uch shel space to allocate to $erchandise category and brands are)
-  Space productivity
-  .nventory turnover
Space allocated to Merchandise categories
•  Space productivity) rule o thu$b) to allocate space on basis o $erchandise sale2 . a particular ite$ represents EF o store sales, the EF o store space allocated to it2
 
Space allocated to Merchandise categories
•  .nventory turnover) inventory turnover and gross $argin contribute to 6MO., ;hus $erchandise "ith higher inventory turnover- should get $ore shel space2 ast selling $erchandise- $ore shel space
•  .$pact on store sales) need to consider allocation i$pact on the entire store2 Objective) to $a*i$ie pro5tability o the entire store
 
<ocation o depart$ents or $erchandise categories
• <ocation o $erchandise also deter$ines ho" a custo$er navigates through the store
•  %y strategically placing de$and or i$pulse $erchandise throughout the store, retailer-increases chances that custo$ers "ill shop the entire store and "ill ocus attention on stores 2
•  Entry area/decompression zone) .ntroductory displays "elco$e and educate the custo$ers 2 Maing adjust$ent to the ne" environ$ent and developing a visual i$pression o the ne" store
•  Strike zone) ater deco$pression one, they oten turn right and observe the price and uality o the 5rst ite$s they encounter2 Critical one as it $aes the 5rst i$pression o the stores o+ering2 !ence- $ost co$pelling $erchandise-place here
 
<ocation o depart$ents or $erchandise categories
•  .$pulse $erchandise) products "hich are purchased "ithout prior plans2 (g $againes, peru$es/cos$etics are located at the ront o the store2 Also place$ent in heavily tra?ced areas such as the entrance, right side o the store, cash "rap etc
•  De$and/pro$otional $erchandise) oten placed at the bac,let hand corner o the store2 0lacing in this area- pulls custo$er throughout the store, increasing the visibility o other products on the "ay2 (g staple $erchandise such as $il/eggs super$aret
•  Special $erchandise) in lighter tra?c areas, "here decision $aing taes ti$e
 
<ocation o $erchandise "ithin a category- use o planogra$s
•  etailers devote considerable a$ount o ti$e to location o speci5c SB>s "ithin a category2 4or eg private brands to the right o national brands, so "hen consu$er sees the product, he "ill see the higher priced national brand 5rst and then the store brand2
•  ;o deter$ine "here the ite$s should be located "ithin a category or depart$ent, retailer generates $aps no"n as planogra$s2
•  0lanogra$ is a diagra$ that sho"s ho" and "here speci5c SB> s should be placed on retail shelves or displays that "ill increase custo$er purchase2
 
0lanogra$
•  .n developing, retailers need to $ae the category visually appealing, consider the $anner in "hich the consu$ers shop and achieve the retailers 5nancial and strategic objectives2
•  0lanogra$$er $ust be able to balance both art and science 2Art G visual i$pact and presentationH and science G5nancial analysisH2
•  >se o technological sot"areIs to prepare2
•  >se analyses o historical sales, gross $argins, turnover, sie o SB>, retailers design criteria-sot"are deter$ines the opti$al shel space and location or each SB>2
• 0lanogra$s are designed, tested and changed in a virtual shopping environ$ent