Chapter 5 - Design & Layout Flashcards
4 Key principles of store design and layout
Totality
Focus
Ease of shopping
Change and flexibility
Totality
The store must be seen as the basis of the company’s strategy, which brings together the vision and mission.
Their entire store including merchandise, furnishings and sales staff, must come across as a single entity to be able to meet the needs of the target market.
Focus
The store must encourage customers to spend.
Merchandise that sits on the shelf is a serious risk to retailers
Ease of shopping
The store must be designed with convenience in mind
It must maximise the customer experience and minimizing customer irritations.
Change and flexibility
The store must never stay unchanged for too long
Major renovations should take place every five to ten years
The fast moving retailer requires flexibility and a dynamic approach to design so that it stays relevant to the target market
The components of store design and layout
Exterior store design Interior store design Internal store layout Merchandise presentation Design and operation of non selling areas
Exterior store design
Leave a good first impression
Highly visible
Aimed at drawing customers in
- storefront configurations
Straight front configuration
- storefront parallel to pavement
Disadvantage - passer by can only see part of the display
Angled front configuration
- sides between door and pavement are angles to maximise display visibility.
Disadvantage - limits interior space
Arcade front configuration
- designed with straight front lines with recessed windows and entrances.
- attractive and relaxing design but also limits interior space
Exterior signage
- known as a marquee
Used to identify stores and attract customers
Factors that influence perception of store exterior that the retailer cannot control
The availability and security of parking
The road networks leading to the store
Traffic congestion in the area surrounding the store
The condition of the surrounding retail outlets
Elements of interior store design
Display fixtures Ceilings Space Flooring Walls Atmospherics Cash registers Lighting
Internal store layout
Objective is to maximise efficiency in the movement of customers and merchandise
4 floor layout designs for consumer movement
Grid layout
Free flow layout
Boutique layout
Loop layout
Grid layout - shelves and display fixtures placed in rows next to each other. Used by supermarkets and pharmacies
Adv
Store is well organised.
Store security improved as cctv uninterrupted view
Stocking shelves easier for shelf packers
Self service is easy
Disadv
Impersonal and sterile atmosphere
Due to efficiency consumers are not tempted to browse
Pattern is frustrating for consumer who just wants to buy a few things quickly
Free flow layout
This allows consumers to browse at their own speed following their own pattern of movement.
Asymmetrical and informal setting
Adv
Allows opportunity to create unique and exciting displays
Friendly and relaxed atmosphere
Customers are exposed to more merchandise
Layout easily changed
Disadvantages
Selling space is wasted, reducing floor space efficiency
Displays and fixtures are expensive
Stock control and handling more complicated
Boutique layout
Extension of free flow layout that creates several boutiques inside a larger shop.
Each boutique has its own mechanise and fixtures
Example Penhaligons in the uk
Loop layout
This store layout design tries to expose customers to as much merchandise as possible by creating a circular pattern of movement.
This layout design is believed to generate a large amount of impulse purchases as it exposes merchandise from many different angles.
Sportsmans warehouse uses this design.
7 criteria used to group merchandise
Functional grouping Purchase motive grouping Target market grouping Supplier grouping Store age and display requirements grouping Price point grouping Product item grouping
Functional grouping
- grouped according to final use, eg .shoes
Purchase motive grouping
- grouped according to motive of purchase and time spent on purchase decisions
Eg. Impulse goods like sweets
Target market grouping
Aimed at customers who share the same interests
and opinions . Spar in Somerset west sells German and Dutch magazines
Supplier grouping
High end fashion retailers group their merchandise by supplier e.g young designers emporium
Store age and display requirements grouping
Merchandise has specific requirements for grouping. Eg frozen goods
Price point grouping
Low, medium, high priced goods are grouped together
Helpful to customers that have a fixed budget
E.g jewerly stores sell watches
Product item grouping
Merchandise is grouped according to how they are related
Eg. Liquor store red wines and white wines
Functions of displays
Present merchandise in a manner that maximises space and visibility to consumers.
Improve visual appeal that would lead to increased customer interest and possible purchase
Also used to house stock and control traffic movement, eg barriers to increase circulation .
PRINCIPLES OF DISPLAY
Elements of colour, texture, line shape and space
Variety: built into display to create contrast
Seasonal products - focus of displays
Focus area: Guides the shoppers eye to focus on these areas
Rhythm and motion are important features of the display because they attract and hold attention. Repeating shapes and a sequence of sizes are two useful methods to create a rhythm
The elements and components used in the display must be in balance: no angle or side of the display should have a most influence
The strategic placement of products must be from left to right
The products on display must also be shown in use: kitchen products
