Store design (Store Exterior, Interior Layout) And Visual Merchandising

Store environment of REI

REI (Recreational Equipment Inc.) is a privately held American retail corporation organized as a consumers' cooperative, selling outdoor recreation gear, sporting goods, and clothes

H & M Hennes & Mauritz (operating as H&M) is a Swedish retail-clothing company, known for its fast-fashion clothing offerings

Retail today is much more than pure merchandise do you agree???? If yes why??

In this competitive world, retail is fast emerging as theatre. It is about building a story, building a multi-dimensional experience for the customer which is replete(stuffed) with sights, colors, textures, sounds and environment which will leave a lasting impression on the minds of the customers.

So why this design? And why this much importance?

Retailers has to keep an enviromenmet in which shoppers would be comfortable. And as the environment becomes competitive, the retailer first needs to catch the customers eye and draw his attention away from the other stores.

Then what is it then that sets one store apart from another?

It is the image and the perception of the store

Store Image
Store Image is the overall
perception the customer has of the stores environment.

By incorporating a caf
as an integral part of Barnes & Noble bookstores (specialty store),(NY) a very relaxing and casual ambiance is created.
9

Concept of store design

In the world of aware consumer, the expectations from a retail store have changed. They no longer go to a store to merely purchase it or avail the service, but thy are looking for a good experience. for example: take two coffee chains Barista same product type of customer (all) customer experience CCD same product youth different customer experience

10

The concept of retail store design or retail design covers all aspects of the design of a store ,ranging from store frontage, signage, internal elements, merchandising, displays, lighting, graphics, point of sale and decoration. It was earlier art based and now it has a creative science

11

Store Design Objectives

    

Implement retailers strategy Influence customer buying behavior Provide flexibility Control design and maintenance costs Meet legal requirements

12

Store Design and Retail Strategy

The primary objective of store design is implementing the retailers strategy Meets needs of target market Builds a sustainable competitive advantage Displays the stores image

  

13

McDonalds remodeled its stores to better appeal to European customers

14

Influence Customer Buying Behavior

    

Attract customers to store Enable them to easily locate merchandise Keep them in the store for a long time Motivate them to make unplanned purchases Provide them with a satisfying shopping experience contd.

15

Todays Demographics
Time limited families are spending less time planning shopping trips and making more decisions in the stores. So retailers are making adjustments to their stores to get people in and out quicker.

16

Flexibility

Needed to change the merchandise mix

Takes two forms:

The ability to physically move store components The ease with which components can be modified

Example: college bookstores

Change their space allocations at the beginning of each semester and the slower in-between periods Use Innovative fixture and wall system
17

Cost

Control the cost of implementing the store design and maintain the stores appearance Store design influences:
  

shopping experience and thus sales Labor costs Inventory shrinkage(reduction)

18

Legal Considerations
Protects people with disabilities from discrimination in employment, transportation, public accommodations, telecommunications and activities of state and local government

19

Legal Considerations

20

To create and sustain its consumer image, the store design has to:
Make it easier for customers to access merchandise,

 Clear labeling  Fitting rooms in clothing stores Provide consumers with a sense of comfort and sense of belonging, such as  Rest areas and refreshment facilities  Store appearance conforming to local features and the surrounding area.

21

To create and sustain its consumer image, the store design has to:
Take account of customer aspirations(aim/hope), viz.:  A sense of status to confirm expectations of quality or fashion  A sense of entertainment in hedonistic(pleasure seeking) shopping situations Recognize and resolve customer needs in accessing the

store, viz:
 special

facilities for the disabled  adequate parking

22

The principles of store design

Totality: Entire store has to be conceived as one unit which draws upon the retailers very reason for existence. Ie; vision and mission statement Focus: while aspiring to create beautiful places for the consumer to ship in, the retailer should not forget that the primary focus within the sore has to be the product or the merchandise. Ease of shopping; The store has been created for the customer, it has to be easy for him to navigate, easy to access and most importantly , simple to understand. Change and Flexibility: Store design has to be adaptable to the environment that they are a part of. Change and flexibility has to be considered from the point of the ever changing consumer needs and store design has to be adaptable to that change.

23

Elements of store design Exterior store design- the store marquee the storefront
2.

1.

Interior store design space planning atmospheric & aesthetics layout

24

Importance
The external store is important in attracting customers and informing them of where the store fits in to their aspirations (desire)and lifestyles The internal store provides in-depth information on how the retailers products fit with their lifestyles and completes the process of persuasion and selling that begins when customers are first attracted to their store.

25

EXTERNAL STORE

External environment:

Location of the store Surrounding area



External architecture:
 

Physical dimensions(store sq feet, store name) Visible materials used, such as brick, stone, metal , glass Structure and shape of the storefront Windows and window displays

 

26

EXTERNAL STORE

External Features:
   

Car parking Landscaping (scenary) , sculpture (statue), lighting Other external buildings Outdoor seating Number, size and locations near parking and other pedestrian traffic flows Walkways Types of doorways, entrance flooring, lighting

Entrances to the store:



 

27

EXTERNAL STORE

Signage:


Marquee or logo that is displayed over the store front Other signs and signals

28

one of the oldest fashion retail store in surat

29

Requirements of the External Store

    

Visibility Suitability Accessibility Welcoming Security

30

VISIBILITY
Use features to make the store stand out Giving the store a distinct identity by using materials, texture and color Have a fascia (outlook) that is distinctive and appealing

 

31

SUITABILITY
The retailer needs to take into account the external physical and social environment of the store and present an image to customers, employees and the community that it is appropriate to those surroundings.


Adjust to the perception of the local shopping area

32

ACCESSIBILITY


Parking:
 

Plenty of free parking Less walking distance from parking to store Have good walkways, displays Ramps, safely opening doors,

Congestion:


Entrances:


33

Welcoming

 

Widen entrances to reduce sense of crowding Use window display to maintain seasonal empathy (understanding)

34

Security:

Security should not be intimidating (threatening) to the consumer

35

INTERNAL STORE
The internal store comprises the interior of the store that the customer sees once he has entered the store. Its physical attributes comprise of: 1.Envelope: The internal structure and decoration of the building that provides the physical boundaries within which the shopping takes place. 2. Internal layout: The internal paths customers use in order to view the merchandise. contd.

36

3. Methods of display: Including the fittings and fixtures; their positioning, 4. Signage: Text, color, coding, etc. 5. Visual merchandising: Displays of items on sale together with models, pictures and other items that illustrate product use or create lifestyle impressions that relate to their use.

 

37

Atmospheric is the design of an environment, with the help of visual communication, lightening, color, music, to stimulate the customers perceptual and emotional responses and thereby influence their buying behavior. Philip kotler first introduced this concept.

38

Aesthetics: takes into consideration several factors like the actual size of the store, the colors and the textures etc. used within the store to create a particular look and feel for the store. Texture deals with the look and feel of materials.

39

Store layout
Store layout is the way merchandise is laid out for inspection and accessed by consumers.
 

It determines the appearance of the store. It limits the way in which customers may negotiate their way round the store, which affects customer traffic flow or circulation. These two aspects affect customers impressions of the store and so level of customer spending within the store.

40

41

Models of Store Layout.

42

Grid Layout

Counters and Fixtures are placed in long rows or runs usually at right angles, throughout the store This layout is used in grocery, discount store and drugs stores, like- Reliance fresh Advantages-: Easy to locate merchandise, cost efficient, easy accessible for customers Disadvantages-: browsing and creativity in decor limited limited
43

Grid layout

44

Free Flow Layout

Fixtures and Merchandise are grouped in Free-flowing patterns on the sales floor This layout is used in specialty stores like-: Reebok, Nike Works best in small stores (under 5,000 square feet) in which customers wish to browse Advantage-: impulse buying increased

Disadvantage-: possible confusion and waste of floor space

45

The Disney Stores (Free-Flow Design)

46

47

Boutique


The boutique or concept pattern as its name suggests, is widely used in small shops and in specialty areas in department stores. A major benefit of this layout allows customers to access various parts conveniently and with least effort.

Advantages:


The layout can create a sense of space within a small area and conveys a sense of higher class. The customer can easily see the complete range of merchandise. There are spill-over benefits between sections as the customer can link items in different categories.
48

Disadvantages:


There is increased cost of using space, as the centre space is left empty. The boundaries between different categories of goods may become blurred and distract customers from their planned purchases.

49

Race Track/Loop
The major customer aisle begins at the entrance, loops through the store and returns customer to the front of the store Used in departmental stores such as-: Shoppers Stop, Ritu Wear.

50

Example of Race Track Layout (Shoppers Stop)

51

See the video

52

Spine Layout

The major customer aisle runs from the front to the back of the store, with merchandise departments branching off to the the back side walls Heavily used by mediumsized specialty stores ranging from 2,000 10,000 square feet Example-: United colors of Benetton, Footwear etc
53

Example of Spine layout (United Colors of Benetton at Pacific Mall)

54

Herringbone Layout
Herringbone Circulation is used for a narrow store of maximum 40 feet width where the highway is a single two way one, bisecting the store along its length with side roads leading to the walls from it. Example: Toy Shop in Sab Mall, Music World, Plant-M

55

The principles behind the different layouts are the same and can be summarized as follows: Support store image: the store layout is one of the signals customers receive that tells them whether they should go in or not. The customer does not expect special treatment and is encouraged to move quickly as possible. Manage space: increasing exposure of a product is likely to increase sales .space is costly and the retailer must balance the benefits of extra exposure of the product against extra cost of space. the wider aisles are more comfortable and improve accessibility, particularly for the elder and reduces stress.

56

Manage customer flow: retailer can improve store layout to accommodate higher traffic counts. more space needs to be allowed at the points where customer tend to concentrate. Keep cost down: This covers a number of different aspects, including efficient replenishment of stock on display.

57

58

Racetrack Layout

59

FEATURE AREAS
Areas within a store designed to get the customers attention.


ENDCAPS: /Point of sale displays  Displays located at the end of an aisle. It is not necessary to use end-caps for sales.  Examples: The checkout counters of many convenience stores are cluttered with cigarette and candy PROMOTIONAL AISLE:  It is an aisle or an area primarily used to display merchandise that is being promoted. FREESTNADING FIXTURES & MANNEQUINS:  Designed primarily to get customers attention and bring them into a department. They often display the newest and most exciting merchandise.
60

FEATURE AREAS
WINDOWS:  Window display should be tied to the merchandise and other displays in the store.  They are used to set the shopping mood for a season or holiday. P-O-S/ P-O-P:  These areas support strong impulsive purchases of chocolates, batteries, razors, etc. WALLS: Shelves, racks on the walls, Photographs, graphics featuring the merchandise.  Sometimes, merchandise itself is displayed on the walls.

61

MERCHANDISE PRESENTATION TECHNIQUES

To decide upon the most effective presentation technique, store planners must consider the following four issues:


Merchandise must be displayed in a manner consistent with the stores image. Consider the nature of the product. E.g. Jeans Packaging often dictates how the product is displayed. Products profit potential influences display decisions.

  

62

STYLE/ITEM PRESENTATION:

All items of the same category are presented in one area. Merchandise can be arranged based on size, color, or by price or categories. Most prevalent in groceries, drug stores

63

COLOR PRESENTATION:


Merchandising by color; e.g. all white colored apparels together.

PRICE LINING:


Organizing merchandize in price categories

FRONTAL PRESENTAION:


Display as much of the product as possible to catch the customers eye, e.g. book manufacturers.
64

FRONTAL PRESENTAION:

65

FIXTURES

The primary purpose of fixtures are to efficiently hold and display merchandise. At the same time, they must help define areas and encourage traffic flows. They should be in combination with other physical of the store, viz. floor coverings and lightings, as well as the overall image of the store. Fixtures come in an infinite variety of styles, colors, sizes and textures, but only a few basic types are commonly used

66

FIXTURES

STRAIGHT RACK:

Consists of a long pipe suspended with supports going to the floor or suspended to a wall.  It can hold a lot of apparel, but difficult to see the whole of the product.



ROUNDER/ BULK FIXTURE/ CAPACITY FIXTURE:

A round fixture that sits on a pedestal  Its designed to hold a maximum amount of merchandise.  They are easy to move and they efficiently store apparels.

67

FIXTURES

FOUR WAY FIXTURE/FEATURE FIXTURE:

Two cross bars that sit perpendicular to each other on a pedestal. This fixture holds a large amount of merchandise, but it is hard to maintain. All merchandise on an arm must be similar in all aspects.  Commonly utilized by fashion retailers.



GONDOLAS:


Islands of self-service counters with tiers of shelves, bins or pegs.

68

Straight Rack

69

Rounder and Four-Way

70

FIXTURES

71

FIXTURES

72

Types of Apparel Display Fixtures

Gondola

Straight Rack

Rounder

Four-Way
73

74

75

Closed Cell Fixture Tiered Table

76

Open sell fixtures permit customer assess to merchandise, allowing selection with a sales persons assistance

77

Planogram

Diagram, drawing, or other visual description of a stores layout, including placement of particular products and product categories.
78

Planogram
In other words .A planogram is a diagram of fixtures and products that illustrates how and where retail products should be displayed, usually on a store shelf in order to increase customer purchases The planogram originated with K-Mart. Planograms are created with the help of a planograming software

79

Planogram Purpose


Product placement and improved sales are just two very basic reasons a retailer should be implementing Planograms in their shops. Planograms provide many other positive benefits, such as: Assigned selling potential to every square foot of space Satisfying customers with a better visual appeal Tighter inventory control and reduction of out-of-stocks Easier product replenishment for staff Better related product positioning Effective communication tool for staff-produced displays

     

80

Shelf Logic

81

82

83

84

85

-Rack 2-Shelf Space

86

Beverage Shelf

87

PlanogramHousewares

88

PlanogramGardening Center

89

VISUAL MERCHANDISING

90

Visual Merchandising

Is the artistic display of merchandise and theatrical props used as scene-setting decoration in the store.

91

Visual Merchandising
Lead them to temptation.
Department-store design incorporates a gauntlet of goodies to stimulate impulse buys.

Cosmetics, a stores
most profitable department, should always be at the main entrance to the store.

92

Visual Merchandising
Its all in the display.
When an item, such as a watch or a scarf, is displayed in a glass case, it implies luxury.

An item in a glass case

with a lot of space around it implies real luxury.

93

Visual Merchandising
Color is king. Retailers
believe consumers are more apt to buy clothes that appear in full size and color assortments.

94

Visual Merchandising
Suggestion positioning.
Once the customer has already purchased one item, its easier to sell an additional item. Thus apparel retailers strategically place impulse buys like hair bows and costume jewelry by the cashier the same way supermarket checkouts display candy and magazines.

95

Visual Communications
Coordinate signs and graphics with the stores image. Directional, Departmental, and Category Signage

 

Point-of-Sale (POS) Signage Lifestyle Graphics

   

Inform the customer. Keep signs and graphics fresh. Use appropriate typefaces on signs Create theatrical effects (dramatic effect) EXPL.CONTD

96

Directional, Departmental, and Category Signage

Directional and Departmental Signage are large signs

that are usually placed fairly high, so they can be seen throughout the store.

Category Signage are smaller than directional and

departmental signage and are intended to be seen from a shorter distance; they are located on or close to the fixture itself where the merchandise is displayed.

97

98

Departmental Signage
Departmental signage serve as the highest level of organization in an overall signage program. These signs are usually large and placed fairly high to they can be seen throughout the store.

99

Category Signage
Category signage helps consumers negotiate throughout the store to find the product categories they are looking for. The size of category signage varies widely from a lettering that is a few feet in height to merely inches.

100

Point-of-Sale (POS) Signage

Point-of-Sale Signage
Is relatively small signage that is placed very close to the merchandise and is intended to give details about specific items.

101

Point-of-Sale (POS) Signage

POS signage for
clearance and sale items tend to be in red to draw a consumers attention.

102

Lifestyle Graphics
The Limited (American apparel) uses lifestyle graphics to convey the image of the product to the consumer. Here the Limited conveys the casual nature of one apparel line.

103

Total Sensory Marketing

Crabtree & Evelyn
(NATURAL bath and body products )makes effective use of fragrances and odors to generate smells that reinforce its store ambiance.

104

Lighting

Highlight merchandise. Structure space and capture a mood. Downplay features.

105

Lighting Design
Crate & Barrel(furniture
and home dcor) makes effective use of lighting to highlight and feature merchandise on display.

106

107

108

Color Dominance
Research has shown that warm colors (red and yellow) produces opposite physiological and psychological effects from cool colors (blue and green), which are opposite in a color spectrum

109

110

111

Coordinated Presentation
Many a times, it is effective to present merchandise in a co-ordinated manner. Presentation by co-ordination may be done for garments, and can also be done for home fashions, bed & bath linens and even kitchen requisites.

112

Space Management

The space within stores and on the stores shelves are fixtures is a scare resource The allocation of store space to merchandise categories and brands The location of departments or merchandise categories in the store

113

Space Management

114

Diesel

115

116

117

Conclusion

The store design and layout tells a customer what the store is all about. Exterior look is a function of the location of the store site, which is a combination of various factors, like the site itself, facilities like that of parking and the ease of access Store interiors are a function of the fixtures, flooring, ceiling, lighting and signages used within the store, to create its look.

118

Space planning helps a retailer deter-mine the amount of space available for selling and for storage Visual Merchandising is the orderly, systematic, logical and intelligent way of displaying merchan-dise in the retail store. To. Produce good visual merchandising, it is vital to understand the product, as well as the customer

119

120