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Store Layout, Design & Visual Merchandising

This document discusses store layout, design, and visual merchandising. It outlines objectives like getting customers into the store and converting them to buyers. It describes types of floor space and elements that create store atmosphere. Store layout designs include grid, curving, free-flow, and spine. Visual merchandising techniques involve fixtures, displays, and feature areas. Atmospherics like lighting, color, sound, and scent are addressed to influence customer perceptions and purchases.

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Molu Wani
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44 views32 pages

Store Layout, Design & Visual Merchandising

This document discusses store layout, design, and visual merchandising. It outlines objectives like getting customers into the store and converting them to buyers. It describes types of floor space and elements that create store atmosphere. Store layout designs include grid, curving, free-flow, and spine. Visual merchandising techniques involve fixtures, displays, and feature areas. Atmospherics like lighting, color, sound, and scent are addressed to influence customer perceptions and purchases.

Uploaded by

Molu Wani
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Store Layout, Design &

Visual Merchandising

Objectives of the Store


Environment
Get customers into the store (store image)

Once they are inside the store, convert them into customers
buying merchandise (space productivity)

Types of Floor Space in Store

Back Room receiving area, stockroom

Offices and Other Functional Space employee break room,


store offices, cash office, restrooms

Aisles, Service Areas and Other Non-Selling Areas

Merchandise Space
Floor
Wall

The Elements of Atmosphere

Exterior Planning

Storefront
Store entrances
Display windows
Exterior building height
Surrounding stores and area
Parking facilities

StoreFront Design

Storefronts must:

Clearly identify the name and general nature of


the store
Give some hint as to the merchandise inside
Includes all exterior signage
In many cases includes store windows an
advertising medium for the store window
displays should be changed often, be fun/exciting,
and reflect merchandise offered inside

General Interior

Flooring
Colors
Lighting
Scents
Sounds
Store fixtures
Wall textures
Temperature
Aisle space
Dressing facilities

In-store transportation
(elevator, escalator,
stairs)
Dead areas
Personnel
Merchandise
Price levels
Displays
Technology
Store cleanliness

Display

Store Layout

Grid (Straight) Design

Curving/Loop Design

Free-Flow Layout
Spine Layout

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.

Curving/Loop (Racetrack) Design


Major customer aisle(s) begins at
entrance, loops through the store
(usually in shape of circle, square or
rectangle) and returns customer to
front of store

Exposes shoppers to the greatest


possible amount of merchandise by
encouraging browsing

Free-Flow Layout

Fixtures and
merchandise grouped
into free-flowing
patterns on the sales
floor no defined
traffic pattern

Jeans

Tops

Clearance
Items

Feature
Open Display Window

Feature
Open Display Window

Hats and Handbags

Tops

Accessories

Checkout counter

Dresses

Dressing Rooms

Shirts

Casual Wear

Stockings

Storage, Receiving, Marketing

Works best in small


stores (under 5,000
square feet) in which
customers wish to
browse
Works best when
merchandise is of the
same type, such as
fashion apparel
If there is a great
variety of
merchandise, fails to
provide cues as to
where one department
stops and another
starts

Spine Layout

Variation of grid, loop and free-form


layouts
Based on single main aisle running from
the front to the back of the store
(transporting customers in both directions)
On either side of spine, merchandise
departments branch off toward the back or
side walls
Heavily used by medium-sized specialty
stores ranging from 2,000 10,000 square
feet
In fashion stores the spine is often finely
offset by a change in floor coloring or
surface and is not perceived as an aisle

Feature Areas

The areas within a store designed to get the


customers attention which include:

End caps displays located at the end of the


aisles
Promotional aisle/area
Freestanding fixtures
Windows
Walls
Point-of-sale (POS) displays/areas

Visual Merchandising:
Fixtures
A.
B.

C.

D.

Straight rack
Rounder (bulk
fixture, capacity
fixture)
Four-way fixture
(feature fixture)
Gondolas

Straight Rack

Holds a lot of apparel


Hard to feature specific styles
and colors
Found often in discount and
off-price stores

Rounder

Smaller than straight


rack
Holds a maximum
amount of
merchandise
Easy to move around
Customers cant get
frontal view of
merchandise

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

Gondolas

Versatile
Grocery and discount
stores
Some department stores
Hard to view apparel as
they are folded

Fixture Types

Wall Fixtures

To make stores wall


merchandisable, wall usually
covered with a skin that is fitted
with vertical columns of notches
similar to those on a gondola,
into which a variety of hardware
can be inserted
Can be merchandised much
higher than floor fixtures (max
of 42 on floor for round racks
on wall can be as high as 72

Closed window

Open back window

Related display

Related display

Three Psychological Factors


to Consider in
Value/fashion image
Merchandising
Stores

Angles and Sightlines

Vertical color blocking

Atmospherics

The design of an environment via:

visual communications
lighting
color
sound
scent

to stimulate customers perceptual and emotional responses and


ultimately influence their purchase behavior

Visual Communications

Name, logo and retail identity

Directional, departmental and category signage

Point-of-Sale (POS) Signage

Lighting

Important but often overlooked element in


successful store design

Highlight merchandise

Capture a mood

Level of light can make a difference

Blockbuster
Fashion Departments

Color

Can influence behavior

Warm colors increase blood pressure, respiratory rate


and other physiological responses attract customers
and gain attention but can also be distracting

Cool colors are relaxing, peaceful, calm and pleasant


effective for retailers selling anxiety-causing
products

Sound & Scent

Sound

Music viewed as valuable marketing tool


Can use volume and tempo for crowd control

Scent

Smell has a large impact on our emotions


Victoria Secret, The Magic Kingdom, The Knot Shop
Can be administered through time release atomizers or via
fragrance-soaked pellets placed on light fixtures

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