Transcript
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Store design (Store Exterior, Interior Layout) And Visual MerchandisingStore design (Store Exterior, Interior Layout) And Visual Merchandising
Store environment of REIStore environment of REI
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REI (Recreational Equipment Inc.) is a privately held American retail corporation organized as a consumers' cooperative, selling outdoor recreation gear, sporting goods, and clothes
H & M Hennes & Mauritz (operating as H&M) is a Swedish retail-clothing company, known for its fast-fashion clothing offeringsH & M Hennes & Mauritz (operating as H&M) is a Swedish retail-clothing company, known for its fast-fashion clothing offerings
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Retail today is much more than pure merchandise ……do you agree???? If yes why??
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In this competitive world, retail is fast emerging as theatre.
It is about building a story, building a multi-dimensional
experience for the customer which is replete(stuffed) with
sights, colors, textures, sounds and environment which will
leave a lasting impression on the minds of the customers.
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So why this design? And why this much importance?
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Retailers has to keep an enviromenmet in which shoppers would be comfortable. And as the environment becomes competitive, the retailer first needs to catch the customers eye and draw his attention away from the other stores.
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Then what is it then that sets one store apart from another?
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It is the image and the perception of the store
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Store ImageStore Image
• Store Image is the overall perception the customer has of the store’s environment.
• By incorporating a café as an integral part of Barnes & Noble bookstores (specialty store),(NY) a very relaxing and casual ambiance is created.
Concept of store designConcept of store design
In the world of aware consumer, the expectations from a retail store have changed. They no longer go to a store to merely purchase it or avail the service, but thy are looking for a good experience.
for example: take two coffee chains
Barista CCD
same product same product
type of customer (all) youth
customer experience different customer experience
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The concept of retail store design or retail design covers all aspects of the design of a store ,ranging from store frontage, signage, internal elements, merchandising, displays, lighting, graphics, point of sale and decoration.
It was earlier art based and now it has a creative science
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Store Design ObjectivesStore Design Objectives
Implement retailer’s strategy■Influence customer buying behavior■Provide flexibility■Control design and maintenance costs■Meet legal requirements
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Store Design and Retail StrategyStore Design and Retail Strategy
The primary objective of store design is implementing the retailer’s strategy
Meets needs of target marketBuilds a sustainable competitive advantageDisplays the store’s image
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McDonald’s remodeled its stores to better appeal to European customers McDonald’s remodeled its stores to better appeal to European customers
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Influence Customer Buying BehaviorInfluence Customer Buying Behavior
Attract customers to storeEnable them to easily locate merchandiseKeep them in the store for a long timeMotivate them to make unplanned purchasesProvide them with a satisfying shopping experience
contd….
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Today’s DemographicsToday’s Demographics
Time limited families are spending less time planning shopping trips and making more decisions in the stores. So retailers are making adjustments to their stores to get people in and out quicker.
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FlexibilityFlexibility
Needed to change the merchandise mix
Takes two forms:
The ability to physically move store components
The ease with which components can be modified
Example: college bookstores
Change their space allocations at the beginning of each semester and the slower in-between periods
Use Innovative fixture and wall system
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Cost Cost
Control the cost of implementing the store design and maintain the store’s appearance
Store design influences: shopping experience and thus salesLabor costsInventory shrinkage(reduction)
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Legal ConsiderationsLegal Considerations
Protects people with disabilities from discrimination in employment, transportation, public accommodations, telecommunications and activities of state and local government
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Legal ConsiderationsLegal Considerations
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To create and sustain its consumer image, the store design has to:To create and sustain its consumer image, the store design has to:
Make it easier for customers to access merchandise,Make it easier for customers to access merchandise, Clear labelingClear labeling Fitting rooms in clothing storesFitting rooms in clothing stores
Provide consumers with a sense of comfort and sense of Provide consumers with a sense of comfort and sense of belonging, such asbelonging, such as
Rest areas and refreshment facilities Rest areas and refreshment facilities Store appearance conforming to local Store appearance conforming to local
features and the surrounding area.features and the surrounding area.
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To create and sustain its consumer image, the store design has to:To create and sustain its consumer image, the store design has to:
Take account of customer aspirations(aim/hope), viz.:Take account of customer aspirations(aim/hope), viz.:A sense of status to confirm expectations of quality or A sense of status to confirm expectations of quality or
fashionfashionA sense of entertainment in hedonistic(pleasure seeking) A sense of entertainment in hedonistic(pleasure seeking)
shopping situationsshopping situationsRecognize and resolve customer needs in accessing the Recognize and resolve customer needs in accessing the
store, viz:store, viz:special facilities for the disabledspecial facilities for the disabledadequate parkingadequate parking
The principles of store designThe principles of store design
Totality: Entire store has to be conceived as one unit which draws upon the retailers very reason for existence. Ie; vision and mission statement
Focus: while aspiring to create beautiful places for the consumer to ship in, the retailer should not forget that the primary focus within the sore has to be the product or the merchandise.
Ease of shopping; The store has been created for the customer, it has to be easy for him to navigate, easy to access and most importantly , simple to understand.
Change and Flexibility: Store design has to be adaptable to the environment that they are a part of. Change and flexibility has to be considered from the point of the ever changing consumer needs and store design has to be adaptable to that change.
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Elements of store design
1.Exterior store design- the store marquee
the storefront
2. Interior store design – space planning
atmospheric & aesthetics
layout
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Importance Importance
The external store is important in attracting customers and informing them of where the store fits in to their aspirations (desire)and lifestyles
The internal store provides in-depth information on how the retailer’s products fit with their lifestyles and completes the process of persuasion and selling that begins when customers are first attracted to their store.
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EXTERNAL STOREEXTERNAL STORE
External environment: External environment:
• Location of the store
• Surrounding area External architecture:External architecture:
Physical dimensions(store sq feet, store name)
Visible materials used, such as brick, stone, metal , glass
Structure and shape of the storefront
Windows and window displays
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EXTERNAL STOREEXTERNAL STORE
External Features:External Features:
Car parking
Landscaping (scenary) , sculpture (statue), lighting
Other external buildings
Outdoor seating
Entrances to the store:Entrances to the store:
Number, size and locations near parking and other pedestrian traffic flows
Walkways
Types of doorways, entrance flooring, lighting
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EXTERNAL STOREEXTERNAL STORE
Signage:Signage:
Marquee or logo that is displayed over the store front
Other signs and signals
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one of the oldest fashion retail store in suratone of the oldest fashion retail store in surat
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Requirements of the External StoreRequirements of the External Store
VisibilitySuitabilityAccessibilityWelcomingSecurity
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VISIBILITYVISIBILITY
Use features to make the store stand outGiving the store a distinct identity by using materials,
texture and colorHave a fascia (outlook) that is distinctive and
appealing
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SUITABILITYSUITABILITY
The retailer needs to take into account the external physical and social environment of the store and present an image to customers, employees and the community that it is appropriate to those surroundings.
Adjust to the perception of the local shopping area
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ACCESSIBILITYACCESSIBILITY
Parking: Plenty of free parkingLess walking distance from parking to store
Congestion:Have good walkways, displays
Entrances:Ramps, safely opening doors,
WelcomingWelcoming
Widen entrances to reduce sense of crowding Use window display to maintain seasonal empathy (understanding)
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Security:Security:
Security should not be intimidating (threatening) to the consumer
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INTERNAL STOREINTERNAL STORE
The internal store comprises the interior of the store that the customer sees once he has entered the store. Its physical attributes comprise of:
1.Envelope: The internal structure and decoration of the building that provides the physical boundaries within which the shopping takes place.
2. Internal layout: The internal paths customers use in order to view the merchandise.
contd….
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3. Methods of display: Including the fittings and fixtures; their positioning,
4. Signage: Text, color, coding, etc.5. Visual merchandising: Displays of items on sale
together with models, pictures and other items that illustrate product use or create lifestyle impressions that relate to their use.
Atmospheric is the design of an environment, with the help of visual communication, lightening, color, music, to stimulate the customers perceptual and emotional responses and thereby influence their buying behavior. Philip kotler first introduced this concept.
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Aesthetics: takes into consideration several factors like the actual size of the store, the colors and the textures etc. used within the store to create a particular look and feel for the store. Texture deals with the look and feel of materials.
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Store layoutStore layout
Store layout is the way merchandise is laid out for inspection and accessed by consumers.
It determines the appearance of the store.It limits the way in which customers may negotiate their way
round the store, which affects customer traffic flow or circulation.
These two aspects affect customer’s impressions of the store and so level of customer spending within the store.
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Models of Store Layout.Models of Store Layout.
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Grid LayoutGrid Layout
Counters and Fixtures are placed in long rows or “runs” usually at right angles, throughout the store
This layout is used in grocery, discount store and drugs stores, like- Reliance fresh
Advantages-: Easy to locate merchandise, cost efficient, easy accessible for customers
Disadvantages-: limited browsing and limited creativity in decor
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Grid layoutGrid layout
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Free Flow Layout -Free Flow Layout -
Fixtures and Merchandise are grouped in Free-flowing patterns on the sales floor
This layout is used in specialty stores like-: Reebok, Nike
Works best in small stores (under 5,000 square feet) in which customers wish to browse
Advantage-: increased impulse buying
Disadvantage-: possible confusion and waste of floor space
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The Disney Store’s (Free-Flow Design)The Disney Store’s (Free-Flow Design)
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Boutique Boutique
The boutique or concept pattern as its name suggests, is widely used in small shops and in specialty areas in department stores. A major benefit of this layout allows customers to access various parts conveniently and with least effort.
Advantages:The layout can create a sense of space within a small
area and conveys a sense of higher class.The customer can easily see the complete range of
merchandise. There are spill-over benefits between sections as the
customer can link items in different categories.
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Disadvantages:There is increased cost of using space, as the centre
space is left empty.The boundaries between different categories of goods
may become blurred and distract customers from their planned purchases.
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Race Track/LoopRace Track/Loop
The major customer aisle begins at the entrance, loops through the store and returns customer to the front of the store
Used in departmental stores such as-: Shopper’s Stop, Ritu Wear.
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Example of Race Track Layout(Shopper’s Stop)Example of Race Track Layout(Shopper’s Stop)
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See the video
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Spine LayoutSpine Layout
The major customer aisle runs from the front to the back of the store, with merchandise departments branching off to the the back side walls
Heavily used by medium-sized specialty stores ranging from 2,000 – 10,000 square feet
Example-: United colors of Benetton, Footwear etc
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Example of Spine layout(United Colors of Benetton at Pacific Mall)
Example of Spine layout(United Colors of Benetton at Pacific Mall)
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Herringbone LayoutHerringbone Layout
Herringbone Circulation is used for a narrow store of maximum 40 feet width where the highway is a single two way one, bisecting the store along its length with side roads leading to the walls from it.
Example: Toy Shop in Sab Mall, Music World, Plant-M
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The principles behind the different layouts are the same and can be summarized as follows:
Support store image: the store layout is one of the signals customers receive that tells them whether they should go in or not.
The customer does not expect special treatment and is encouraged to move quickly as possible.
Manage space: increasing exposure of a product is likely to increase sales .space is costly and the retailer must balance the benefits of extra exposure of the product against extra cost of space. the wider aisles are more comfortable and improve accessibility, particularly for the elder and reduces stress.
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Manage customer flow: retailer can improve store layout to accommodate higher traffic counts. more space needs to be allowed at the points where customer tend to concentrate.
Keep cost down: This covers a number of different aspects, including efficient replenishment of stock on display.
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Racetrack LayoutRacetrack Layout
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FEATURE AREASFEATURE AREAS
Areas within a store designed to get the customer’s attention. ENDCAPS: /Point of sale displays
Displays located at the end of an aisle. It is not necessary to use end-caps for sales.
Examples: The checkout counters of many convenience stores are cluttered with cigarette and candy
PROMOTIONAL AISLE: It is an aisle or an area primarily used to display
merchandise that is being promoted. FREESTNADING FIXTURES & MANNEQUINS:
Designed primarily to get customers’ attention and bring them into a department. They often display the newest and most exciting merchandise.
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FEATURE AREASFEATURE AREAS
WINDOWS:Window display should be tied to the merchandise and
other displays in the store. They are used to set the shopping mood for a season
or holiday.
P-O-S/ P-O-P:These areas support strong impulsive purchases of
chocolates, batteries, razors, etc.
WALLS:Shelves, racks on the walls, Photographs, graphics
featuring the merchandise. Sometimes, merchandise itself is displayed on the
walls.
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MERCHANDISE PRESENTATION TECHNIQUESMERCHANDISE PRESENTATION TECHNIQUES
To decide upon the most effective presentation technique, store planners must consider the following four issues:
Merchandise must be displayed in a manner consistent with the store’s image.
Consider the nature of the product. E.g. Jeans
Packaging often dictates how the product is displayed.
Products’ profit potential influences display decisions.
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STYLE/ITEM PRESENTATION:STYLE/ITEM PRESENTATION:
All items of the same category are presented in one area. Merchandise can be arranged based on size, color, or by price or categories.
Most prevalent in groceries, drug stores
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COLOR PRESENTATION:Merchandising by color; e.g. all white colored apparels together.
– PRICE LINING:Organizing merchandize in price categories
– FRONTAL PRESENTAION:Display as much of the product as possible to catch the customer’s eye, e.g. book manufacturers.
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FRONTAL PRESENTAION:FRONTAL PRESENTAION:
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FIXTURESFIXTURES
The primary purpose of fixtures are to efficiently hold and display merchandise.
At the same time, they must help define areas and encourage traffic flows.
They should be in combination with other physical of the store, viz. floor coverings and lightings, as well as the overall image of the store.
Fixtures come in an infinite variety of styles, colors, sizes and textures, but only a few basic types are commonly used
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FIXTURESFIXTURES
STRAIGHT RACK:Consists of a long pipe suspended with supports going to the floor or suspended to a wall.
It can hold a lot of apparel, but difficult to see the whole of the product.
ROUNDER/ BULK FIXTURE/ CAPACITY FIXTURE:A round fixture that sits on a pedestalIts designed to hold a maximum amount of merchandise.
They are easy to move and they efficiently store apparels.
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FIXTURESFIXTURES
FOUR WAY FIXTURE/FEATURE FIXTURE:Two cross bars that sit perpendicular to each other on a pedestal. This fixture holds a large amount of merchandise, but it is hard to maintain. All merchandise on an arm must be similar in all aspects.
Commonly utilized by fashion retailers.GONDOLAS:
Islands of self-service counters with tiers of shelves, bins or pegs.
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Straight Rack
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Rounder and Four-Way
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FIXTURESFIXTURES
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FIXTURESFIXTURES
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Types of Apparel Display FixturesTypes of Apparel Display Fixtures
Straight Rack
Rounder Four-Way
Gondola
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Closed Cell Fixture – Tiered TableClosed Cell Fixture – Tiered Table
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Open sell fixtures permit customer assess to merchandise, allowing selection with a sales person’s assistance
PlanogramPlanogram
Diagram, drawing, or other visual description of a store’s layout, including placement of particular products and product categories.
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PlanogramPlanogram
In other words ….A planogram is a diagram of fixtures and products that illustrates how and where retail products should be displayed, usually on a store shelf in order to increase customer purchases
The planogram originated with K-Mart. Planograms are created with the help of a planograming software
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Planogram PurposePlanogram Purpose
Product placement and improved sales are just two very basic reasons a retailer should be implementing Planograms in their shops. Planograms provide many other positive benefits, such as:
Assigned selling potential to every square foot of space Satisfying customers with a better visual appeal Tighter inventory control and reduction of out-of-stocks Easier product replenishment for staff Better related product positioning Effective communication tool for staff-produced displays
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Shelf Logic®
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-Rack 2-Shelf Space
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Beverage Shelf
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Planogram—Housewares Planogram—Housewares
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Planogram—Gardening Center Planogram—Gardening Center
VISUAL MERCHANDISING
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Visual MerchandisingVisual Merchandising
Is the artistic display of merchandise and theatrical props used as scene-setting decoration in the store.
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Visual MerchandisingVisual Merchandising
• Lead them to temptation. Department-store design incorporates a gauntlet of goodies to stimulate impulse buys.
• Cosmetics, a store’s most profitable department, should always be at the main entrance to the store.
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Visual MerchandisingVisual Merchandising
• Its all in the display. When an item, such as a watch or a scarf, is displayed in a glass case, it implies luxury.
• An item in a glass case with a lot of space around it implies real luxury.
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Visual MerchandisingVisual Merchandising
• Color is king. Retailers believe consumers are more apt to buy clothes that appear in full size and color assortments.
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Visual MerchandisingVisual Merchandising
• Suggestion positioning. Once the customer has already purchased one item, it’s easier to sell an additional item. Thus apparel retailers strategically place impulse buys like hair bows and costume jewelry by the cashier the same way supermarket checkouts display candy and magazines.
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Visual CommunicationsVisual Communications
Coordinate signs and graphics with the store’s image. Directional, Departmental, and Category Signage
• Point-of-Sale (POS) Signage
• Lifestyle Graphics Inform the customer. Keep signs and graphics fresh. Use appropriate typefaces on signs Create theatrical effects (dramatic effect)
EXPL.CONTD……
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Directional, Departmental, and Category SignageDirectional, Departmental, and Category Signage
• Directional and Departmental Signage are large signs that are usually placed fairly high, so they can be seen throughout the store.
• Category Signage are smaller than directional and departmental signage and are intended to be seen from a shorter distance; they are located on or close to the fixture itself where the merchandise is displayed.
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Departmental SignageDepartmental Signage
Departmental signage serve as the highest level of organization in an overall signage program. These signs are usually large and placed fairly high to they can be seen throughout the store.
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Category SignageCategory Signage
Category signage helps consumers negotiate throughout the store to find the product categories they are looking for. The size of category signage varies widely from a lettering that is a few feet in height to merely inches.
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Point-of-Sale (POS) SignagePoint-of-Sale (POS) Signage
• Point-of-Sale Signage
Is relatively small signage that is placed very close to the merchandise and is intended to give details about specific items.
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Point-of-Sale (POS) SignagePoint-of-Sale (POS) Signage
• POS signage for clearance and sale items tend to be in red to draw a consumer’s attention.
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Lifestyle GraphicsLifestyle Graphics
The Limited (American apparel) uses lifestyle graphics to convey the image of the product to the consumer. Here the Limited conveys the casual nature of one apparel line.
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Total Sensory MarketingTotal Sensory Marketing
• Crabtree & Evelyn (NATURAL bath and body products )makes effective use of fragrances and odors to generate smells that reinforce its store ambiance.
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LightingLighting
Highlight merchandise.
Structure space and capture a mood.
Downplay features.
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Lighting DesignLighting Design
• Crate & Barrel(furniture and home décor) makes effective use of lighting to highlight and feature merchandise on display.
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Color DominanceColor Dominance
Research has shown that warm colors (red and yellow) produces opposite physiological and psychological effects from cool colors (blue and green), which are opposite in a color spectrum
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Coordinated Presentation Coordinated Presentation
Many a times, it is effective to present merchandise in a co-ordinated manner. Presentation by co-ordination may be done for garments, and can also be done for home fashions, bed & bath linens and even kitchen requisites.
Space ManagementSpace Management
The space within stores and on the stores’ shelves are fixtures is a scare resource
■The allocation of store space to merchandise categories and brands
■The location of departments or merchandise categories in the store
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Space ManagementSpace Management
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DieselDiesel
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ConclusionConclusion
The store design and layout tells a customer what the store is all about.
Exterior look is a function of the location of the store site, which is a combination of various factors, like the site itself, facilities like that of parking and the ease of access
Store interiors are a function of the fixtures, flooring, ceiling, lighting and signages used within the store, to create its look.
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Space planning helps a retailer deter mine the amount of space available for selling and for storage
Visual Merchandising is the orderly, systematic, logical and intelligent way of displaying merchan dise in the retail store.
To. Produce good visual merchandising, it is vital to understand the product, as well as the customer
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