Store Layout, Design & Visual Merchandising.ppt

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1、Store Layout,Design&Visual Merchandising,Angela DAuria Stanton,Ph.D.,“Shopper found dead in local store;cause of death boredom”Stanley Marcus,Chairman-Emeritus,Neiman Marcus,No other variable in the retailing mix influences the consumers initial perceptions of a bricks&mortar retailer as much as the

2、 store itself.The store is“where the action is”and includes such minor details as the placement of the merchandise.,Objectives of the Store Environment,Get customers into the store(store image)Serves a critical role in the store selection processImportant criteria include cleanliness,labeled prices,

3、accurate and pleasant checkout clerks,and well-stocked shelvesThe store itself makes the most significant and last impressionOnce they are inside the store,convert them into customers buying merchandise(space productivity)The more merchandise customers are exposed to that is presented in an orderly

4、manner,the more they tend to buyRetailers focusing more attention on in-store marketing marketing dollars spent in the store,in the form of store design,merchandise presentation,visual displays,and in-store promotions,should lead to greater sales and profits(bottom line:it is easier to get a consume

5、r in your store to buy more merchandise than planned than to get a new consumer to come into your store),Objectives of Good Store Design,Design should:be consistent with image and strategypositively influence consumer behaviorconsider costs versus valuebe flexiblerecognize the needs of the disabled

6、The Americans with Disabilities Act,Types of Floor Space in Store,Back Room receiving area,stockroomDepartment stores(50%)Small specialty and convenience stores(10%)General merchandise stores(15-20%)Offices and Other Functional Space employee break room,store offices,cash office,restroomsAisles,Serv

7、ice Areas and Other Non-Selling AreasMoving shoppers through the store,dressing rooms,layaway areas,service desks,customer service facilitiesMerchandise SpaceFloorWall,Store Layout(and Traffic Flow),Conflicting objectives:Ease of finding merchandise versus varied and interesting layoutGiving custome

8、rs adequate space to shop versus use expensive space productively,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 caref

9、ully;forcing customers to back of large store may frustrate and cause them to look elsewhere Most familiar examples for supermarkets and drugstores,Curving/Loop(Racetrack)Design,Major customer aisle(s)begins at entrance,loops through the store(usually in shape of circle,square or rectangle)and retur

10、ns customer to front of store Exposes shoppers to the greatest possible amount of merchandise by encouraging browsing and cross-shopping,Free-Flow Layout,Fixtures and merchandise grouped into free-flowing patterns on the sales floor no defined traffic pattern Works best in small stores(under 5,000 s

11、quare 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

12、 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

13、the spine is often subtly offset by a change in floor coloring or surface and is not perceived as an aisle,Location of Departments,Relative location advantagesImpulse productsDemand/destination areasSeasonal needsPhysical characteristics of merchandiseAdjacent departments,Feature Areas,The areas wit

14、hin a store designed to get the customers attention which include:End caps displays located at the end of the aislesPromotional aisle/areaFreestanding fixturesWindowsWallsPoint-of-sale(POS)displays/areas,Fixture Types,Straight Rack long pipe suspended with supports to the floor or attached to a wall

15、Gondola large base with a vertical spine or wall fitted with sockets or notches into which a variety of shelves,peghooks,bins,baskets and other hardware can be inserted.Four-way Fixture two crossbars that sit perpendicular to each other on a pedestalRound Rack round fixture that sits on pedestalOthe

16、r common fixtures:tables,large bins,flat-based decks,Fixture Types,Wall FixturesTo 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 insertedCan be merchandised much h

17、igher than floor fixtures(max of 42”on floor for round racks on wall can be as high as 72”,Merchandise Display Planning,Shelving flexible,easy to maintainHangingPegging small rods inserted into gondolas or wall systems can be labor intensive to display/maintain but gives neat/orderly appearanceFoldi

18、ng for softlines can be folded and stacked on shelves or tables-creates high fashion imageStacking for large hardlines can be stacked on shelves,base decks of gondolas or flats easy to maintain and gives image of high volume and low priceDumping large quantities of small merchandise can be dumped in

19、to baskets or bins highly effective for softlines(socks,wash cloths)or hardlines(batteries,candy,grocery products)creates high volume,low cost image,Three Psychological Factors to Consider in Merchandising Stores,Value/fashion imageTrendy,exclusive,pricy vs value-orientedAngles and SightlinesCustome

20、rs view store at 45 degree angles from the path they travel as they move through the storeMost stores set up at right angles because its easier and consumes less spaceVertical color blockingMerchandise should be displayed in vertical bands of color wherever possible will be viewed as rainbow of colo

21、rs if each item displayed vertically by colorCreates strong visual effect that shoppers are exposed to more merchandise(which increases sales),POS Displays,Assortment display open and closed assortmentTheme-setting displayEnsemble displayRack displayCase displayCut caseDump bin,Visual Merchandising,

22、The artistic display of merchandise and theatrical props used as scene-setting decoration in the storeSeveral key characteristicsNot associated with shop-able fixture but located as a focal point or other area remote from the on-shelf merchandising(and perhaps out of the reach of customers)Use of pr

23、ops and elements in addition to merchandise visuals dont always include merchandise;may just be interesting display of items related to merchandise or to mood retailer wishes to createVisuals should incorporate relevant merchandise to be most effectiveRetailers should make sure displays dont create

24、walls that make it difficult for shoppers to reach other areas of the store,StoreFront Design,Storefronts must:Clearly identify the name and general nature of the storeGive some hint as to the merchandise insideIncludes all exterior signageIn many cases includes store windows an advertising medium f

25、or the store window displays should be changed often,be fun/exciting,and reflect merchandise offered inside,Atmospherics,The design of an environment via:visual communicationslightingcolorsoundscent to stimulate customers perceptual and emotional responses and ultimately influence their purchase beh

26、avior,Visual Communications,Name,logo and retail identityInstitutional signageDirectional,departmental and category signagePoint-of-Sale(POS)SignageLifestyle Graphics,Visual Communications,Coordinate signs and graphics with stores imageInform the customerUse signs and graphics as propsKeep signs and

27、 graphics freshLimit sign copyUse appropriate typefaces on signsCreate theatrical effects,Lighting,Important but often overlooked element in successful store designHighlight merchandiseCapture a moodLevel of light can make a differenceBlockbusterFashion Departments,Color,Can influence behaviorWarm c

28、olors increase blood pressure,respiratory rate and other physiological responses attract customers and gain attention but can also be distractingCool colors are relaxing,peaceful,calm and pleasant effective for retailers selling anxiety-causing products,Sound&Scent,SoundMusic viewed as valuable mark

29、eting toolOften customized to customer demographics-AIE(http:/)Can use volume and tempo for crowd controlScentSmell has a large impact on our emotionsVictoria Secret,The Magic Kingdom,The Knot ShopCan be administered through time release atomizers or via fragrance-soaked pellets placed on light fixtures,