Store Design - Study Marketing - Home · 2018-10-11 · factors influencing PSSE But store itself...
Transcript of Store Design - Study Marketing - Home · 2018-10-11 · factors influencing PSSE But store itself...
Store Design
Use with Retail Marketing ISBN 1-86152-602-4
Published by Thomson Learning © Thomson Learning
Learning Outcomes
• To explore the shopper’s patronage decisions
• To define how store design creates a controlled
environment for the shopper
• To define the design, social and ambient
dimensions of the store environment
Perceived Store Shopping Experience
(PSSE)
Can have greatest influence on store
selection
Retailer must pay close attention to all
factors influencing PSSE
But store itself has major role to play
Store design therefore plays vital role
Importance of Store Design
Creates controlled environment
SOR model (stimulus-organism-response) shows that shopper’s behaviour is influenced by all stimuli sensed by shopper
Baker’s framework for store design (1986)Ambient dimension
Social dimension
Design dimension
Mehrabian-Russell Model (1974)
Developed SOR in an environmental
psychology context
Shopper’s perception and behaviour result
of is affected by immediate environment
Three elements
Environmental stimuli
Emotional states
Behaviour
Use with Retail Marketing ISBN 1-86152-602-4
Published by Thomson Learning © Thomson Learning
The Mehrabian-Russell Model (1974)
First level response
Store image stimuli
Perceived and processed in unique way
Development of emotional state or modification
of existing one
State is described by two variables
Pleasure (feeling good)
Arousal (excited or stimulated)
Second level response
Based on shopper’s emotional state
Approach behaviour
Willingness to move towards the environment
Participate more extensively
Increased propensity to buy
Avoidance behaviour
Intent to move away from environment
Not likely to buy
Use of MR model
Design of store environment
Retailer needs to understand shoppers
react to certain design elements
Layout
Display
Atmospherics
Not an exact science but useful for
predicting shopper’s emotional reaction
The Design Element
Concerns control of tangible (foreground) elements
Intended to create appropriate shopping environment for given body of target shoppers
Appropriate for both shoppers and retailers
Known as “design fit”
Hasty and Reardon (1997) “the satisfaction of shopper needs via interior and
exterior design elements that produces an operationally efficient store, the desired store image, and a central location that effectively displays merchandise”
Elements for consideration
StyleDriven by overall store concept
Theme to which all other elements must conform
ArchitectureExterior and size normally first elements to be
considered
First things seen by shopper
Outward appearance can influence a shopper’s judgement
Size of store is of paramount importance, dictatesSelling space available
Judgment by shopper of range and assortment
LayoutDefines how total selling space will be divided into
specific selling areas
Master plan on which other elements are based
Atmospherics
Display
Four basic layoutsGrid
Free-flow
Boutique
Racetrack
Use with Retail Marketing ISBN 1-86152-602-4
Published by Thomson Learning © Thomson Learning
The Grid Pattern Layout
Grid pattern
Associated with supermarkets
Design developed in 1916 by Clarence Saunders
Comprises a number of long fixtures
Movement through store predictable
Advantages High space utilisation
Low effective cost
High traffic control
High capacity
High assortment exposure
Disadvantages Shopping experience limited
Hard to deliver customer service
Limited opportunity for personal selling
Use with Retail Marketing ISBN 1-86152-602-4
Published by Thomson Learning © Thomson Learning
The Free-Flow Layout
Free-Flow layout
Typical high street shop design (especially clothing)
Combinations of different fixtures
Space for shoppers to move around in unstructured way
Access to all parts of the store easy through a number of routes
Advantages Enhanced shopping experience
Ability to provide customer service and personal selling
Disadvantages Low traffic control
Poor space utilisation
Low levels of assortment exposure
High effective cost
Limited traffic capacity
Use with Retail Marketing ISBN 1-86152-602-4
Published by Thomson Learning © Thomson Learning
The Boutique Layout
Boutique layout
Amalgam between grid and free flow
Store divided into specific product selling areas
“Shop within a Shop”
Reasonably efficient use of space
Display fixtures appropriate to product category
Compromise between store efficiency and
experience
Moderate levels of space utilisation, traffic
control and traffic capacity
Use with Retail Marketing ISBN 1-86152-602-4
Published by Thomson Learning © Thomson Learning
The Racetrack Layout
Racetrack layout
Modern development of boutique layout
Shoppers follow a set path around store
Large number of stop-off points with no
obvious shortcuts
Traffic control and traffic capacity
increased but not at expense of store
experience
Increases assortment exposure
Use with Retail Marketing ISBN 1-86152-602-4
Published by Thomson Learning © Thomson Learning
The Features of Three Generic
Store Layouts
Display
For consideration once layout determined
Primary purpose is to maximise sales
Open display
Free and easy access to products
Seeks to gain shopper attention and
involvement
Clothing retailers use extensively
Themed display
Attempts to build connection between an event,
activity, season or other feature and the
shopper
Style and characteristics dictated by theme
itself
Sales achieved by shoppers seeing display,
making the connection and buying products that
might not have been on the list
Lifestyle display
Present products that fit with shoppers’ lives
Plummer (1974) “shoppers’ activities, interests
or opinions”
Fashion retailers group given assortment or
category that’s appropriate to shopper segment
Pictures, videos may form part of display as
lifestyle communicator
Co-ordinated or project display
Brings all products together if they are to be used
together
Provides finished solution rather than constituent parts
Shoppers tend to be more satisfied with finished solution
and may buy additional items
Classification dominance display
Designed to present shopper large amount of choice in
a given product area
Communicates quality and range of price levels
Display locations
Three general locations
Window
As part of promotion
On-shelf
As part of normal display logistics
Off-shelf
Meet peaks in sales demand
Controllable and non-controllable events
Utilise temporary displays
The Social Element
Relates to people, store personnel and other shoppers
Retailer can only control own staff
Relates to provision of customer service
Contact with store personnel can influence shopper’s perception of the store as a whole
Two main benefitsSocial benefits relate to friendship
Functional benefits relate to time, effort and specialist advice
Levels of contact
Low contactLargely self-service
Contact limited to transaction processing
Moderate contactDegree of service expected by shopper as part of
shopping process
Contact limited to simple functional activities
High contactHigh level of service
Shopping process highly participative
Extensive contact and an integral part of buying process
Atmospherics
“the effort to design buying environments to produce specific emotional effects in the buyer that enhance purchase probability” (Kotler 1973)
Peripheral stimuli that can be sensed by the individual
Aim is to produce correct combination of pleasure and arousal to encourage approach orientated behaviour
Use with Retail Marketing ISBN 1-86152-602-4
Published by Thomson Learning © Thomson Learning
The five atmospheric dimensions
Use with Retail Marketing ISBN 1-86152-602-4
Published by Thomson Learning © Thomson Learning
The Inverted ‘U’ Curve/sensory
overload
Conclusions
How retailers sell is as important as to
what they sell
This results from shopper’s perceived
store shopping experience (PSSE) and
subsequent patronage
PSSE can be maximised by design, social
and ambient dimensions