Retail design

Submitted By: Yasmeen. S ,B-Sc I.D

What is Retail?

RetailThe sale of goods to the public in relatively small quantities for use or consumption rather than for resale

Merchandise

Interior Exterior

Interior Retail

Exterior Retail

INTRODUCTION

People love to look , window-shop , and buy. Shopping as an experience should provide funWhich in turn provides profits .A successful store or shop is one that is designed tomerchandise in addition to looking good. A store can be divided into two basic principleparts:

The exterior , which gives identification, encompasses the store front, show windows,and displays, and the interior, where the promise of the store front display is delivered.Briefly stated, the store front initiates the sale, and the interior consummates it.

The store front and the design of the façade must be attractive in order to catch theshoppers attention and to draw the customers in from the street or from the mall inshopping centers. Graphic Identification with bold color, lighting, lettering and logos and

attractive display of merchandise are the Initial steps.

Principles of retail shop design

In order to design satisfactory shops, the first requirement is an understanding ofthose portions of current merchandising theories which affect the design problem.Briefly, “MERCHANDISING PSYCHOLOGY” consists of, first Arousing interestsecond Satisfying it.With staple goods the first phase is almost automatic. With non staple goods,accessories, or specialties other than ” demand goods are to be sold, methods ofarousing may become more complex. The second phase-the actual sale-involvesfactors of convenience which are desirable in order to make buying easy, to satisfythe customer completely, and to achieve economy of space and time for the storemanagement. Both phases affect the design of retail shops, and are closelyinterrelated.. Attracting Customers

Inducing entrance

Organizing Store spaces

Interior display

Conveniences

ATTRACTING CUSTOMERS : This can be accomplished by means of advertising, prices,show-window displays, or new or remodeled quarters, which occupies much of amerchant’s efforts. Of these, storefronts and display windows are important to the storeDesigner.

INDUCING ENTRANCE : Show windows, in addition to attracting passerby, should inducethem to enter the store . Show windows may be opened up to display the shop’s interior ; orclosed in, to give privacy to customers within door Locations require study in relation topedestrian traffic flow , grades of sidewalks and store floors , and interior layouts of the shop.In colder climates drafts and outdoor temperature changes can be controlled at the door.

Organizing store spaces: organizing store spaces, and consequently the merchandise to beSold into departments, enables customers to find objects easily and permits store keepers toclose check on profits and losses from various types of goods. Store” lighting” and “dressing”are simplified. Even small shops benefit from a measure of departmentalization ; in large shopsThe practice becomes essential as a methods of training salespeople, of handling controlling,and wrapping stock becomes more complex.

Interior displays: interior displays require particular attention in specialty shops. Typesrange from displays of staple goods which assist customer in selection, to display of accessorieswhich the sale of staple goods may suggest to the customer problems of arrangement withregard to merchandise, departments, and routers of customers approach are involved.

Conveniences: conveniences: intended primarily for the customer’s benefit, whilestrictly allied to the problems of attracting trade of selling goods, are necessary to sometypes of shops . A florist ,for instance, provides a card writing desk or counter in the shops .conveniences Include: Telephone booths

Drinking fountains

Lavatories and powder rooms

Desks for writing cards or checks

Stools or chairs at counter

Vanity tables or triplicate mirrors

In regard to finishes and equipment, the idea may be extended to include :floor surfacing for comfort;acoustic treatment of ceilings and possibly walls;illumination of pleasant, some times special, quality; and air conditioning;

All these have found profitable investment in various cases. Their necessityor desirability depends upon the extent of the type of shop, its location or theclimate of the locality.

IN CONCLUSION

INTERIORS

A Successful retail shop is an efficient selling machine or sales factory. In additionto servicing the customers , the employees have to be considered so they cangive better service to the customer . merchandise and space must be organizedto help the customer in making selection and to help the sales person in selling.easy circulation and exposing the Customer to the maximum amount of merchandiseare a part of a good design .avoid monotony In circulation and display of merchandise.The location and the design of the cashier and wrapping unit are important andprovide for several Persons to be serviced. Often this acts as a control center.Flexibility so that fixtures and departments can be moved or modified in part ofpresent day merchandising. Fixtures should be minimized and merchandise emphasized.

Design and use fixtures so that full attention is thrown on the merchandise.

SELLING AREAS:

DEPARTMENTALIZATION benefits to be derived from segregation ofmerchandise by types have been touched upon previously. All theseare factors in decreasing the average time per Sale, an important figurein large store accounting and in small stores with rush periods.

Impulse goods: impulse or luxury goods are high profit articles usually high in price

Convenience items: convenience items are stocked for the passer by who happens inBut who may return for other purchases if properly impressed, often these are not in themselves strictly profitable merchandise.

Demand goods: demand goods are also staples, like conveniences but are articlesWhich the customers start out with a definite idea of purchasing.

Demand or staple goods

legend

Convenience items

Impulse or luxury items

Principles of shop design

Plano gram

The layout of the store.

How to keep provision and other material in the store.

Visual Display is more Important.

A Person first moves toward the left first unnoticeably by himself .

Door and store windows should always be where there heavy traffic.

Departmentation increase the sale.

Always stocks should be placed in front of the display and counter table so that the person can access the boots easily.

panogram

layout

Different types of plans

Key Points

Never sacrifice function for aesthetics

Use 100% of space allotted

Types of Plan:

Straight plan of retail space

Pathway plan of retail space

Diagonal plan of retail space

Curved plan of retail space

Varied plan of retail space

Geometric plan of retail space

•Straight plan is a conventional plan that walls E-Projections to create small space.•It is an economical plan to execute and can be adopted for any kind of store. From gift shops to apparel outlets, drug store, Grocery stores to departmental stores.•Variety in the straight plan should be introduced by raising the floor level of the shop, this type of plan, pulls customer to the back of the store.•This plan is good for book store also.

Straight Plan Of Retail Space

Pathway plan pulls patron thoroughly, the store to the end (rear) with out interpretation of floor fixture. The path can have any space E-create a pattern.•This type of plan is suited for layer stores over 5,000 sq feet and on one level.•The path way plan is a very good organizer and pulls the shopper from the front to the end of the store.•This plan is good for clothing store because it doesn’t give cluttered feeling.•This plan focuses the shopper’s attention on the Merchandize

of Retail SpacePathway plan

diagonal plan of retail

• For self service store’s a diagonal plan is better.•The cashier is in the central location with sight lines to all area’s of the space.•Soft goods and hard good store including drug & food store can take advantage of the diagonal plan.•This plan is having a dynamic quality, because it is not based on straight line it invites movement & circulation.

Curved plan of retail

Curved Plan:This plan is good for boutique's and saloon’s (or) other high quality store. •The curved plan creates an inviting special environment for the customer.•It is also costs more to construct that angular (or) square plan.•Curved theme’s can be emphasized with wall’s, ceiling’s & corner’s to complete the look specify circular floor fixture can be made transparent sheet (Acyclic sheet).

Varied plan of retail

Varied Plan:•For product that require backup Merchandise to be immediately near to selling.•The Varied plan is highly functional, it is a variation of straight line plan with a certain area allowed for Carton Storage near the perimeter of the wall.•The plan has a bellow effect.•This type of store is good for Jeweler, hardware and tobacco shop.

geometric plan of retail

Geometric plan:- The designer creates fonts with shapes derived from showcase racks.•This plan is the most exotic of the six basic plan’s and designer can use, wall angles to restate the shapes, dominating the sales floor.•This is a very good plan for apparel and shoe & gift shop.

Layouts and dimensions

Principles of retail organization

Once the brand has been established and the market for its products is fully understoodAn analysis of the retailers current building stock or an investigation into finding a suitableSite begins . The brand guidelines for interior demonstrate a typical size of the store for theimplementation of the scheme.The over all principles of the interior layout can be broken down into four areas

The entrance,

Main circulation,

Pace & finally sales in the form of display,

Fixtures,

Payment areas

ENTRANCE

- Exterior: façade, logo

- Threshold, transition

- Shop windows

- Transparency

- Interaction

- Mystery, posters

- Display

In general though, it will be a new element-Fitted as part of the overall scheme-Or an existing element preserved in its original formOr updated to meet building and planning regulations.Window displays are regularly updated to show theLatest products in store.Often , the customers will also be able to see the pastWindow displays to the store beyond, allowing transparencyAnd interaction. Sometimes the view is blocked by displays,giving a feeling of mystery and bringing the customers focusTo the display

The design of the Entrance to a store is very important.It needs to Entice the customer in and give a glimpse of theProducts beyond the threshold

ENTRANCE:

Entry area-starting pointOpen, spacious areaTime to pass , feel ,sense , experienceLeisure , display , seating, main flowAccess for all users with disabilities

Once beyond the threshold, the entrance space the starting point of the interiorJourney.it is an area of the store that is often left open and spacious, giving thecustomer time to pause and take in the store environment and to make way forPeople entering and exiting the store comfortably.In large stores it is a place to meet friends before and after shopping, sometimesWith seating areas on the sides out of the main flow of traffic.

Façade, entrance

Shop window

Window display

VISUAL IDENTITY

For example

-Visual identity

LOGO

-colors

-branding Experience-up to dateProducts

-display, testing,Sensing, discussing

Signage is an important element of the entrance, used to navigateCustomers to a correct department or to clearly signpost shop amenities.Lifestyle graphics are also featured in the windows and entrance for brandEnhancement.

The entrance is a key main area for featuring new in-store merchandise.This could be in the form of a feature display, or a promotional eventIncluding food tasting, free samples, make overs or sprays of perfumeFor example.

circulation

circulation

Human circulation and pathways

Circulation diagram

Routes, arrows,Way of communication,and interest

One of the first task the retail designer faces when the siteHas been decided is to work out the circulation around theSpace, taking into consideration the design guidelines andPrinciples of the scheme alongside the structural nature of theInterior .circulation diagrams are produced as ways of thinkingAnd describing different schemes to the client.The diagrams are produced by looking at the plans and sectionsOf the interior and drawing arrows and routes over the technicalDrawings . the circulation plan is often drawn in unison with anAdjacency plan(often on the same drawing),which shows how theAreas of the space will be divided into product place to sell, spaceTo browse and ancillary areas. These drawings form the startingPoint for planning the interior layout.

The circulation performs two main tasks in the retail scheme.

The first is to allow for the flow of people in the form of walkwaysThese must be wide enough for at least two people to pass each other comfortably.Whether walking or a person in a wheelchair, or pushing a pram.The second is to take the customer to the merchandise and allow them ample spaceto browse without bumping into other people or displays.

-horizontally-vertically-spine-lead-circular-loop- zig - zag-free flow

The principles of circulation are quite simple and are governed by the waysIn which people move around the spaces. There are many ways that this canhappen but each is based around a handful of solutions . circulation can workHorizontally , allowing the customer access through the shop front, with productDisplayed either side of the walkway and with an exit at the back: or verticallyWith merchandise displayed over more than one floor . this scheme is morecomplicated In the sense that stairs, lifts and escalators need to be negotiatedAnd methods for enticing people on to the upper floors must be consideredCirculation on a zig-zag or figure-of-eight fashion across the store allows for pointOf interest to be included and create a longer journey and a variety of ways toTravel around the space. The circular pattern takes customers from the front tothe back and then to the front again.

Grid layout between racks

Free flow between fixtures in retail design

Circulation loop

Circulation loop along fixtures

Free flow along fixtures

Display of products

Selling the productsOr services

Display of productsPresentation andDistribution

Essential part ofStore organization

The most important thing about any retail interior isits ability to sell products and sustain the business . theEntrance, circulation and the pace are all important designIssues for the retail designer to contend with , but it is theproducts and the way in which they are displayed that is The biggest challenge, it is important to mention that althoughIt is the most essential area for development within the schemeIt would not function without the other areas we have alreadyConsidered.

sales

-fixture and Furniture: low, highMid floor

-display: customerMade hooks andHangers

-using interior walls,Fixed, hang,

-free standing: low Cabinets, shelves,Drawers, display

Product display

Taking up a large part of the retail designer’s remitIs the design of the fixture displays. Some fixtures can be Bought in a kit form and either used directly in this state,Or adjusted with finishes to suit the interior design; otherFixtures are custom made. Custom made pieces work Particularly well if the scheme is to be rolled out; the costOf making the fixture becomes cheaper with larger productionQuantities. For one-off stores, an off the shelf system may be Better solution. These elements , although not at the forefrontOf the customers experience, are the vehicles that drive the Interior scheme and make the space function and sell productsProducts can be displayed in a variety of interesting ways, but Can be broken down into two different types:Wall- display andMid-floor-fixtures.

Display areas are the heart of the retail store.Display is the mechanism that presents the merchandise to the shoppers in itsBest favorable light and that allows the shopper to evaluate and select productFor purchase

Apple store

Areas in a store

-storage area For products and Stock

-supporting roomsFor furniture, fixtures and Fittings repair And storage

-fitting areas

-”back of the house”Room for employees

These spaces consists of fitting rooms and staff/customerConsultation areas, these are supported areas, and althoughUsed for selling, they do not necessarily contain displayed stock.The design of these spaces is just as important as that of the main Displays. Because they are used by the public they are carefully Considered in order that they work alongside the branded interiorIn terms of finish and graphics, and so that they convey a positiveImage of the customer service.The ancillary space refers to the area that is put aside to house thefunctional elements of the store , aside from selling. This areasupport the running and managing of the store on a daily basisAnd provides essential areas for storage and facilities for staff and is often referred to as ‘back of house’. Public toilets are often providedIn larger retail stores and come under the heading of “ancillary”.

Fitting rooms

-”Try and experience Before buy”

-dividers, curtains, doors,Mirrors, lighting and Position of luminairesHooks, shelves, fixturesScreens, seat, shopAssistant…

-space to catch the Breath,

In fashion stores, fitting rooms are essential for customers to “tryBefore they buy". There have been some trends in fitting room designOver the years that are worth mentioning. High street fashion storesOnce favored one big open space for all with mirrors all around. Some Stores also had a small amount of very tight cubicles with badly fittedCurtains alongside the open space, making the trying on of clothes anUncomfortable experience for many. Most now have separate spaciousCubicles for changing with mirrors on all sides, a fixed seat, hooks forown clothes and bags and a solid lockable door for added discretion.The entrance into the fitting room can be a key area to enhance the Shopping experience. In large stores, this space contains seating and Sometimes even entertainment for those who have to wait.

Points of sale

Points of sale

These drawings depict the various Positions of the check desk andHow they sit alongside the Merchandise and work with Circulation. The design of the cash desk coincides with theoverall design scheme. It isOften well lit and easy to seeFrom all around the store.

The point of sale marks the end of the journey around the storeAnd is the point at which a customer will pay for goods. Thelocation of the point of sale is very important. In large storesThere will be access to till points in several locations, often relatingTo a department, one in menswear and the other in womenswearFor example, in supermarkets, the till points are usually locatedUsually located in front of the exit doors. This allows for heavyTraffic flow in a runway fashion and indicates the end of theOverall process: at the back of the store with a feature wall behindIt so that it can be seen from the shop front: hallway into the storeAlong the side of the wall, dividing the product display; or at theFront of the store, close to the entrance and making the end of theShopping experience.

Principles of retail organization

layout

Once the brand has been established and the market for its products is fully understoodAn analysis of the retailers current building stock or an investigation into the findingA suitable site begins, the brand guidelines for the interior demonstrate a typicalSize of the store implementation of the scheme.

The over all principles of the interior design layout can be broken down into four areas:THE ENTRANCEMAIN CIRCULATIONPACE and finallySALES in the form of DISPLAYS, FIXTURES andPAYMENT AREAS

layout

The design of the entrance to a store is very important. It needs to entice the Customer in and give a glimpse of the products beyond the threshold.

The shop front's main task is to communicate to potential customers the essenceOf the interior and to display a glimpse of what can be found on the other sideof the glass

In most cases, the shop front/shop window is a draw to buyers to make themfeel comfortable when approaching the store and venturing over the threshold.

For others, it is an opportunity to window-shop and aspire to buy into the lifestyleOn view.

In some instances, the shop front and entrance are designed to deter the publicfrom entering, with security on the door.

The shop façade must first focus on the essence of the brand

Done through graphic communication : fascia signage, a projection sign, window details And lifestyle graphics as part of the window displays ; the material from which a New shop front is constructed, or how an existing shop front can be adopted to meetThe design requirements ; the merchandise in the window and the brand message/sloganThat is conveyed by the window display; and the position of the entrance door and howthis will be managed.

In the city neighborhood

The approach to shop front design will vary depending on the location(building regulations) and the impact of the design of the neighborhood shops façade.

In shopping center

In the case of shopping centers, neighboring retail outlets and arcades will have to be Retail outlets and arcades will have to be considered

Contract between the retailer and landlord to outline what can and can’t be done to the

Unit or building.

The traditional shop front

The design of the traditional shop front has a sense of symmetry and is set out inproportion to the existing building’s elevation. In most cases, unless the brand’s designstates it, it is unusual to put a ‘new’ traditional shop front into a site unless required to doso for planning reasons or to suit the design scheme of an arcade or shopping centre as areplacement of an existing older shop front. If this is the case, then restrictions may alsobe in place regarding the application of signage and the colour in which the shop front canbe painted. In some instances, a standard font, text size and colour may be specified aswell as the type of signage. Signage may have to be painted onto the fascia rather thanapplied on a fascia box, and a standard projecting sign to match all others in the centremay be part of the conditions.

The contemporary shop front

The design of the contemporary shop front focuses on allowing light andvisual access right into the store from the street. The look is clean, withglazing reaching from floor to fascia panel, or sometimes with the fasciasituated inside the glass, sat in a brushed stainless steel frame. Sometimes theglazing is frameless around the internal elements. The signage is influencedby the brand, using contemporary fonts and ways of representing text.Illuminated sign boxes are the normal application in contrast to a traditionalpainted sign

The sign above the window of a shop, where the shop’s name is written.

Fascia

The front side of a store facing the street; usually contains displaywindows displaying items for sale or otherwise designed to attractcustomers to the store. Usually, the term refers to larger windows inthe front façade of the shop. Display windows at boutiques usuallyhave dressed-up mannequins in them.

Shop window

Traditional shop front

Traditional

Traditional

contemporary

Full circle

contemporary

contemporary

LE EYE WEAR

Miss sixty

Miss sixty

The front Room of St Marlins Lane’s hotel is a dynamic retail space. It has housedvarious creative collaborations with partners including The Convenience Store,Wallpaper, Angela Hill, The Design Museum and Newness. This time it will beconverted by ELIPS DESIGN into an idyllic Italian beach, complete with traditiondecking, colored beach cabins, sun umbrellas, chairs and tables. The customers willbe transported to the Mediterranean in the heart of London’s busting center enjoyingtheir gelato DRI DRI. The beach cabins are thought in the way to divide the spaceand create a back of the house for storage. The sun umbrella are wall stickers tocreate more perspective in a bi dimensional space.

DRI DRI

Window decales

FASCIA SIGN

Illuminated box

Printed logo

FRET CUT LOGO

FASCIA ILLUMINATED LOGO

DETACHED FRET CUT LOGO

Thank -you