Chapter 13 store layout design
-
Upload
tarun-pandey -
Category
Education
-
view
735 -
download
9
Transcript of Chapter 13 store layout design
Store Layout & Design
Chapter 13
Dunne & Lusch
Chapter outline
• Store layout management
• Store Planning
• Fixtures & merchandise presentation
• Store Design
• Visual Communication
1. Store layout mgmt
• Intro
• Store environment
• Store environment objectives
Store layout mgmt: intro
• Impacts initial perception– Bricks & Mortar & Clicks
• 2 primary objectives:– Store image– Space productivity
Store environment elements
• Visual Comm.– Retail identity– Graphics– POS signage
• Store Design– Exterior– Ambiance– Lighting– smell
• Store Planning– Space allocation– Layout– circulation
• Merchandising– Fixtures– Mdse presentation– Visual mdsing
Store environment
• Encourage shoppers:
–Browse–Evaluate–Buy
Store environment: objectives
• Market image– Get customer into store
• Space productivity– Convert them into buying customers
• Efficiency– Do this in most efficient manner
Develop a store image
• Store name• Logo• Signage• Merchandise• Promotions• Customer service• Cleanliness• Sales force
• Clear prices• Stocked shelves
• Philanthropic activities
• Owner/manager
• www.jdg1.com
Space productivity
The more merchandise
a customer is exposed to,
presented in an orderly manner,
the more they tend to buy
Space productivity• Traffic flow – circulation• Sales / sq foot• Mdse placement
– Avoid confusion to customers
• In-store ads & display
• Issue: shrinkage– Avoid hidden areas in store– Reduce damage & loss
2. Store planning
• Floor plan
• Space allocation
• Circulation
• Shrinkage prevention
Floor plan: types of space needed
• Back room
• Office & functional areas
• Aisles, service areas, non-sell areas
• Wall mdse space
• Floor mdse space
Space allocation
• Existing stores– Space
productivity index
– 1.0 = ideal dept size
•New stores–Industry averages
–Kahn’s theory• Sales/sq ft = f(#
customers) x time spent in store
Allocating Space
• Warehouse clubs are able to take advantage not only of the width and depth of the store, but also the height, by using large “warehouse racks” that carry reachable inventory at lower levels with large pallets or cartons of excess inventory at higher levels.
LO 2
Circulation: traffic flow
• Free flow– P. 464 – exhibit 13.4
• Grid– P. 465 – exhibit 13.5
• Loop– P. 465 – exhibit 13.6
• Spine– P. 466 – exhibit 13.7
Free flow design
Grid pattern
loop
spine
www.jdg1.com
Fixtures: types
Hardline
bins, baskets, tables, shelves
Softlines
bulk/capacity fixtures
feature fixtures
Wall fixtures
Merchandise presentation
• Shelving
• Hanging
• Pegging
• Folding
• Stacking
• dumping
Merchandising stores:3 key psychological factors
• Value / fashion image• Angles & sightlines
– Right, 45 degree angles
• Vertical color blocking– Display in vertical bands of color
• Visual swath• See p. 471
Customer sight line
Vertical color blocking
Using escalator for display
Store design
• Store front
• Interior design
• Lighting
• Sensory marketing–Sounds & smells
Straight frontwith lead in
Look at store lighting here, too
lighting
Sensory marketing
Store fronts
• Angled
• Straight
• Lobby
• Signage
• windows
Visual communication
• Name - logo – retail identity
• Signage –Exterior
–interior
–POS signs
• Lifestyle graphics
Lifestyle graphics
Directional signs
POS signage
E-commerce Websites:How Can these factor in?
• Store layout management
• Store Planning
• Fixtures & merchandise presentation
• Store Design
• Visual Communication
What about Your CPR Store?
• Nabors Shoes
• Coffee Cup
• Joyce & Jennifer’s
• PK’s pet grooming
• 1st Place Printing
• Jiggs
• Curves & Backdoor
• The Kloset
• Hastings
• Supercuts