By B.Priya subha B.Tech FT Angel college of engineering and technology Tirupur .

Store Interior:
Affects

the stores image Includes items such as: Floor & wall coverings Lighting Colors Fixtures

Store Atmospherics:
The design of an environment through visual communications, lighting, colors, music, and scent to stimulate customers perceptual and emotional responses and ultimately to affect their purchase behavior Color Lighting Store Atmosphere

Scent

Music
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Lighting
Highlight merchandise Structure space and capture a mood Energy efficient lighting Downplay features

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Color
Warm colors (red, gold, yellow) produce emotional, vibrant, hot, and active responses Cool colors (white, blue, green) have a peaceful, gentle, calming effect Culturally bounded

French-Canadians respond more

to warm colors Anglo-Canadians respond more to cool colors

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Music
Control the pace of store traffic, create an image, and attract or direct consumers attention A mix of classical or soothing music encourage shoppers

to slow down, relax, and take a good look at the merchandise thus to stay longer and purchase more

J.C. Penney different music at different times of the day

Jazzy music in the morning for older shoppers

Adult contemporary music in the afternoon for 35-40 year old shoppers

U.S. firm Muzak supplies 400,000 shops, restaurants, and hotels with songs tailed to reflect their identity
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Scent
Has a positive impact on impulse buying behavior and customer satisfaction Scents that are neutral produce better perceptions of the store than no scent Customers in scented stores think they spent less time in the store than subjects in unscented stores

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Importance of Atmospherics Planning

Enhances the image of the retail outlet.

Attracts new customers.

Creates a definite USP (Unique Selling Proposition). Facilitates easy movement inside the store. Facilitates access to merchandise inside the store. Ensures optimum utilization of retail space.

Reduces product search time for the customer.

Influences the service quality experience.

Aesthetics in a retail store

The concept of beauty and aesthetic sense is not only restricted to the display window, but the whole store design and organization. The mantra of success in retail marketing is largely decided by the aesthetic element of a store. Aesthetic element includes factors like size, color and texture within the store

Benefits of Aesthetics in Retail Stores

Increase sales Increases customer satisfaction Makes our business more noticeable Increases the effectiveness of your marketing efforts

Store Layout

Refers to arrangement of departments or grouping of merchandise. Traditional grocery shops no provision for customer movement within shop, helps keep costs low, avoid space wastage, theft Organised retail wide aisles, display along racks, wall mounted units High turnover merchandise needs no display, put in bins

Low turnover merchandise along walls

Store layout decisions- allocation of floor space, product grouping, nature of traffic flow

Free-Flow Layout Its is a type of store layout in which fixtures and

merchandise are grouped into free-flowing patterns on the sales floor. Advantages Allowance for browsing and wandering freely. Increased impulse purchases Visual appeal Flexibility Disadvantages Loitering encouraged. Possible confusion. Waste of floor space. Cost. Difficulty of cleaning.

Free-Flow Layout

Grid Layout is a type of store layout in which counters

and fixtures are placed in long rows or runs, usually at right angles, throughout the store. Advantages Low cost. Customer familiarity. Merchandise exposure. Ease of cleaning. Simplified security. Possibility of self-service. Disadvantages Plain and uninteresting. Limited browsing. Stimulation of rushed shopping behavior. Limited creativity in dcor.

Grid Layout

Loop Layout/ Racetrack layout

Its is a type of store layout in which a major customer aisle begins at the entrance, loops through the store, usually in the shape of a circle, square or rectangle, and then returns the customer to the front of the store. Advantages Exposes customers to the greatest amount of merchandise

Racetrack layout

Entry

Exit

Spine Layout Its is a type of store layout in which a single main aisle
runs from the front to the back of the store, transporting customers in both directions, and where on either side of this spine.

Selection of display location

Percentage of Shoppers Visiting Different Areas of the Store

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Prime Locations for Merchandise

Highly trafficked areas

Store entrances Near checkout counter

Highly visible areas

End aisle Displays

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Location of Merchandise Categories

Impulse merchandise near heavily trafficked areas Demand/Destination merchandise back lefthand corner of the store Special merchandise lightly trafficked areas (glass pieces, womens lingerie) Adjacencies cluster complimentary merchandise next to each other

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Elevator
An elevator (or lift in British English) is a vertical transport equipment that efficiently moves people or goods between floors (levels, decks) of a building, vessel or other structure. Elevators are generally powered by electric motors that either drive traction cables or counterweight systems like a hoist, or pump hydraulic fluid to raise a cylindrical piston like a jack.

Stair case

A unique and eyecatching feature of Apple's high-profile stores is the glass staircase, intended to attract visitors to visit the second (or even third) floor, which most retail shoppers avoid.

Stair case

Utilization of store space

Selling space for interior displays, sales demonstrations, and sales transactions. Merchandising space for inventory. Personnel space for employee lockers, lunch breaks, and restrooms.
Customer space for restrooms, a cafe, or dressing rooms.

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Managing Space Mix

15%

25% 60%

Selling

Circulation

Back Area

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Effective Retail Space Management

Advantages:
Enables smooth and efficient customer flow Facilitates customer reach and access to the

merchandise Makes shopping comfortable and pleasant Aesthetics of a well-planed floor are a visual feast Facilitates selling effectively and retaining the customers.

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Thank you