RETAIL DISPLAY
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RETAIL DISPLAY
Store Design, Layout, Visual Retail store
Opportunity for competitive advantage and increased sales
Store as a “good story” – a beginning, middle, end Entrance sets up the story – creates
expectations, contains promises, entices, hints, teases
Inside the store is the middle of the story should start slow (uncluttered) to allow consumers
to orient themselves should lead customers on a journey of discovery,
using layout, lighting, visuals, other atmospherics Checkout area is the store’s climactic ending
Retail Environment
In 2005, marketing trends in retail environments will continue to focus on point-of-purchase displays for attracting new and expanding existing markets. – 2005 POP Trends Report; In-Store Marketer
Five Major Store Design Objectives
Consistent with retailer’s image, positioning, strategy
Positive influence on purchase behavior
Cost effective – space productivity
Sales-per-square-foot (most common, racetrack and boutique layout)
Flexible
Tradeoffs in Store Design• Ease of locating merchandise for planned purchases• Aesthetics, space to shop comfortably• Relaxed environment
• Exploration of store, impulse purchases• Productivity of space• Energy, excitement
Grid (Straight) 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
• Most familiar examples for supermarkets and drugstores
Free form layout
+ Aesthetically pleasing, relaxing, asymmetrical, invites browsing
- Less efficient, more costly, more sales assistance needed, more theft
Fixtures • Bulk-of-stock - straight racks, gondolas, rounders (very flexible)• Feature – glass cases, 4-way, free-standing, custom-built fixturesFeature areas Windows, walls, feature fixtures, point-of-sale
Storage, Receiving, MarkingStorage, Receiving, Marking
Jean
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Cas
ual W
ear
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tock
ings
Pant
sAc
cess
orie
s
Checkout
Clearance Items
Feature
Tops
Tops
Skirt
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Dre
sses
Hat
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Fixture Types Straight Rack – long pipe suspended with supports to
the floor or attached to a wall
Gondola – 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.
Four-way Fixture – two crossbars that sit perpendicular to each other on a pedestal
Round Rack – round fixture that sits on pedestal
Other common fixtures: tables, large bins, flat-based decks
Display Planning
Shelving – flexible, easy to maintain
Hanging
Pegging – small rods inserted into gondolas or wall systems – can be labor intensive to display/maintain but gives neat/orderly appearance
Folding – for softlines can be folded and stacked on shelves or tables - creates high fashion image
Stacking – for large hardlines can be stacked on shelves, base decks of gondolas or flats – easy to maintain and gives image of high volume and low priceDumping – large quantities of small merchandise can be dumped into baskets or bins – highly effective for softlines (socks, wash cloths) or hardlines (batteries, candy, grocery products) – creates high volume, low cost image
Ways to Display
Window Displays Interior Window Displays Wall Assortment Displays Focal Point/Aisle End Displays
Window Displays
Closed Back Window Open Back Window Straight Front Window Angled Front Window Arcade Front Window Corner Window
Other Display Methods
Interior Windows--create a scene inside the store by grouping mannequins, props etc.
Wall Cabinets--create “windows” by showing merchandise on top.
End of Aisle--displays assortment of merchandise together for sale.
One Item Display Line of Goods Display Related Merchandise Display Variety or Assortment Display
Display Types
Display Settings
Realistic Environmental Vignette/Semi realistic Fantasy Abstract
Large space, short-time frame, little back-room storage and small budget were our building blocks here. Within three weeks, we had an affordable layout and sturdy options for this cycle supply center. Stock wall standards, sturdy shelves, and grid create style for a
storage/showroom combination.
Powersports Center
THANK YOU
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