Unit 2 - Store Design, Layout
& Visual Merchandising
Store Design Objectives
Implement Retailer’s Strategy
Build Loyalty
Increase Sales on Visits
Control Cost
Design Trade-Offs
Benifits
Build Loyalty
Increase sales on Visits
Control Cost
Hedonic Benefits
Utilitarian Benefits
Retail Strategy in Store Design
Aligns with Retailer's Strategy
Meets Target Market Needs
Builds Competitive Advantage
Enhances Store Image
Store Layout Types
Grid
Racetrack (Loop)
Free-Form (Boutique)
Signage and Graphics
Location
Category
Promotional
Point of Sale
Lifestyle Images
Digital Signage
Attention-Grabbing, Dynamic
Feature Areas
Entrance
Fascinating Displays
Cash Wraps
Endcaps
Promotional Aisles
Walls
Windows
Fitting Rooms
Location of Merchandise
Learning Customer Movements and Decision-Making:
Categories
Impulse Merchandise: High Traffic Areas
Demand/Destination Merchandise: Back Left Corner
Special Merchandise: Lightly Trafficked Areas
Adjacencies: Cluster Complementary Items
Planogram
Optimize Shelf Placement
Increase Customer Purchases
Videotaping Consumer Behavior
Virtual Store Software for Layout Testing
Visual Merchandising: Fixtures
Straight Rack: Apparel Display
Rounder: Small, Mobile, Limited View
Four-Way: Large, Full Garment View, Hard to Maintain
Gondolas: Versatile, Common in Grocery, Discount Stores