2. Store DesignStore Design
The primary objective of store design is implementing the retailer’s strategy
Meets needs of target market
Builds a sustainable competitive advantage
Displays the store’s image
4. Impact on Customer BehaviorImpact on Customer Behavior
Attract customers to store
Enable them to easily locate merchandise
Keep them in the store for a long time
Motivate them to make unplanned purchases
Provide them with a satisfying shopping experience
5. TodayToday’s Demographics’s Demographics
Time limited families are spending less time planning shopping
trips and making more decisions in the stores.
Retailers can:
Advertise
Package products differently
Research the “first moment of truth”
6. Tradeoff in Store DesignTradeoff in Store Design
Ease of locating
merchandise for
planned purchases
Exploration of
store, impulse
purchases
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7. Types of Store LayoutsTypes of Store Layouts
Grid
Racetrack
Free Form
8. Grid Layout-Grid Layout- Has parallel aisles with merchandise on shelvesHas parallel aisles with merchandise on shelves
on both the aisles. Its well suited for shopping trips as the customers geton both the aisles. Its well suited for shopping trips as the customers get
exposed to all the merchandises and products.exposed to all the merchandises and products. Eg- D-Mart, RelianceEg- D-Mart, Reliance
FreshFresh
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Grid Layout
9. Advantages Disadvantages
1) Uses space efficiently
2) Easy sitting of merchandise
and linking of the products
3) More customers shop at
once
4) Staff and customers work
alongside
5) Allows self service
1) Makes displays rigid
2) Deters browsing
3) Increases security risks
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11. Racetrack Layout-Racetrack Layout- It is useful in large stores to guide the customersIt is useful in large stores to guide the customers
round the store and increase exposure of more distant parts from theround the store and increase exposure of more distant parts from the
entrance. Aisles lead off various points on the loop to allowentrance. Aisles lead off various points on the loop to allow
customers to explore particular ranges of merchandise.customers to explore particular ranges of merchandise. Eg- ShoppersEg- Shoppers
Stop, Lifestyle etc.Stop, Lifestyle etc.
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Racetrack layout
12. Advantages Disadvantages
1) Guides customers to the
large area
2) Customers are exposed
to large amount of
merchandise
1) May see too much at
once
2) Lack of focus
3) No island screens used
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14. Free-Form (Boutique) LayoutFree-Form (Boutique) Layout
Fixtures and aisles arranged
asymmetrically
Pleasant relaxing ambiance doesn’t
come cheap – small store experience
Inefficient use of space
More susceptible to shoplifting –
salespeople can not view adjacent
spaces.
Used in specialty stores and upscale
department stores
18. Usage of Signage and GraphicsUsage of Signage and Graphics
Category Signage – identifies types of products and located near
the goods
Promotional Signage – relates to specific offers – sometimes in
windows
Point of sale – near merchandise with prices and product
information
Lifestyle images – creates moods that encourage customers to
shop
19. Effectively Using SignageEffectively Using Signage
Coordinate signage to store’s image
Use appropriate type faces on signs
Inform customers
Use them as props
Keep them fresh
Limit text
20. Digital SignageDigital Signage
Visual Content delivered digitally through a centrally
managed and controlled network and displayed on a TV
monitor or flat panel screen
Superior in attracting attention
Enhances store environment
Provides appealing atmosphere
Overcomes time-to-message hurdle
Messages can target demographics
Eliminates costs with printing, distribution and installing
traditional signage
22. Space Planning
• Productivity of allocated space
• Merchandise inventory turnover
• Impact on store sales
• Display needs for the merchandise
23. Space Planning ConsiderationsSpace Planning Considerations
• Profitability of merchandise
• Customer Buying considerations
• Impulse products near front
• Demand/Destination areas off the beaten path
• Physical characteristics of product.
• Complementary products should be adjacent
• Sales rate
• More units of faster selling merchandise need to be displayed
24. Prime Locations for MerchandisePrime Locations for Merchandise
◦ Decompression zone
◦ Strike zone
◦ Right hand side of the store
25. Location of Merchandise CategoriesLocation of Merchandise Categories
Impulse merchandise – near heavily trafficked areas
Demand merchandise – back left-hand corner of the store
Special merchandise – lightly trafficked areas (glass pieces)
Adjacencies – complimentary merchandise next to each other
26. Use of planogramUse of planogram
Retailers generate maps known as planograms
Planogram is a diagram that shows how and where specific
SKUs should be placed
Location can be illustrated in the form of photos/ computer
output.
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27. Straight RackStraight Rack
Holds a lot of apparel
Hard to feature specific styles and colors
Found often in discount and off-price stores
28. Smaller than straight rack
Holds a maximum amount of merchandise
Easy to move around
Customers can’t get frontal view of merchandise
Rounder
Smaller than straight rack
Holds a maximum amount of merchandise
Easy to move around
Customers can’t get frontal view of merchandise
29. Four-WayFour-Way
Holds large amount of merchandise
Allows customers to view entire garment
Hard to maintain because of styles and colors
Fashion oriented apparel retailer
Four-Way
Holds large amount of merchandise
Allows customers to view entire garment
Hard to maintain because of styles and
colors
Fashion oriented apparel retailer