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Store Image
Chapter 13 Store Layout and Design
Store Image is the overall perception the consumer has of the store’s environment.

Elements That Compose the Store Environment

Objectives of the Store Environment
Tasks to create desired store image and increase productivity: 1. Get customers into the store (market image). 2. Convert them into customers buying merchandise once inside the store (space productivity). 3. Do this in the most efficient manner possible.

Store Planning
1. Allocating Space 2. Circulation 3. Shrinkage Prevention

Store Planning
Floorplan is a schematic that shows where merchandise and customer service departments are located, how customers circulate through the store, and how much space is dedicated to each department.

Allocating Space
Types of space needed: 1. Back room 2. Office and other functional spaces 3. Aisles, services areas, and other nonselling areas of the main sales floor 4. Wall merchandise space 5. Floor merchandise space

These Warning Signs May Indicate a Space Problem

Circulation Free Flow Layout

Advantages and Disadvantages of Free Flow Layout
Free Flow

Advantages 1. Allowance for browsing and wandering freely 2. Increased impulse purchases 3. Visual appeal 4. Flexibility Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.

Advantages and Disadvantages of Free Flow Layout
Free Flow

The Disney Store’s effective use of the Free-Flow Design FreeApproximately 250 million consumers visit Disney’s entertainment retail outlets each year. New store designs showcase merchandise in an engaging and contemporary fashion, keeping pace with evolving retail trends. Technological elements - including a front-of-store media wall that engages guests with Disney programming, and interactive kiosks setting the stage for the Disney Store in the 21st century.

Disadvantages 1. Loitering encouraged 2. Possible confusion 3. Waste of floor space 4. Cost 5. Difficulty of cleaning

Retailing, 3rd Edition, Dunne and Lusch

Copyright © 1999 by Harcourt Brace & Company All rights reserved.

Advantages and Disadvantages of Grid Layouts
Grid

Advantages and Disadvantages of Grid Layouts
Grid

Advantages 1. Low cost 2. Customer familiarity 3. Merchandise exposure 4. Ease of cleaning 5. Simplified security 6. Possibility of self-service Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.

Disadvantages 1. Plain and uninteresting 2. Limited browsing 3. Stimulation of rushed shopping behavior 4. Limited creativity in decor Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.

Circulation Loop Layout

Circulation Spine Layout

Floorplan: Floorplan: Clarence Sander’s Piggly Wiggly

Floorplan: Floorplan: Kohl’s

hIt costs over $20 million to build a new

Planning Fixtures and Merchandise Presentation
1. Fixture Types 2. Merchandise Presentation Planning 3. Selecting Fixtures and Merchandise Presentation Methods 4. Visual Merchandising

department store and $7 to $10 million for a redo. hAn Office Depot has over 1,700 linear feet of fixtures. A 100,000-square-foot 100,000- squareBurdines Department Store has about 1,000 fixtures, half are for hanging apparel.

Merchandise Presentation Planning
Methods of Merchandise Presentation 1. Shelving 2. Hanging 3. Pegging 4. Folding 5. Stacking 6. Dumping

Merchandise Presentation Planning
Psychological Factors to Consider When Merchandising Stores 1. Value/fashion image 2. Angles and sightlines 3. Vertical color blocking

45-Degree Customer Sightline 45-

Vertical Color Blocking

Examples of Visual Merchandising
“Visual Merchandising”, the art of attracting patrons with visual cues, is central to a retailer’s ability to generate sales. Visual Merchandising got its start at the turn of the century, when department stores began using...
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