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McGraw-Hill/Irwin
Retailing Management, 6/e Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.
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Store Management
Store Design
The primary objective of store design is implementing the retailer’s strategy
H. Wiesenhofer/PhotoLink/Getty Images
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Today’s Demographics
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Ease of locating m
erchandise for pla
(c) image100/PunchStock
nned purchases
Exploration of sto
re, impulse purch
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ases
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Legal Considerations
Reasonable Access
What does that mean?
Grid
Racetrack
Free Form
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Grid Layout
• Long gondolas in repetitive pattern.
• Easy to locate merchandise
• Does not encourage customers to explore
store
– Limited site lines to merchandise
• Allows more merchandise to be displayed
• Cost efficient
• Used in grocery, discount, and drug store
s. Why?
Fruit
Books, magazines, seasonal d Cart are
isplay a
Vegetables Checkouts
Entrance
Office &
customer
service
Exit
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Racetrack Layout
PhotoLink/Getty Images
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Free-Form Layout
Accessories
Tops
Checkout counter
Casual Wear
Tops
Pants
Feature Feature
Digital Signage
Feature Areas
Feature areas
– End caps
– Promotional aisle
– Freestanding display
s
– Cash wraps
– Walls
– Windows
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Space Planning
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• Profitability of merchandise
• Customer Buying considerations
– Impulse products near front
– Demand/Destination areas off the beaten path
• Physical characteristics of product.
• Complementary products should be adjacent
• Sales rate
– More units of faster selling merchandise need to be
displayed
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Envirosell’s Observations
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Straight Rack
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Straight Rack
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Rounder
Four-Way
Holds large amount of merchandise
Allows customers to view entire garment
Hard to maintain because of styles and colors
Fashion oriented apparel retailer
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Gondola
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Gondolas
Versatile
Grocery and discount stores
Some department stores
Hard to view apparel as they
are folded
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Merchandise
Presentation Techniques
Idea-Oriented Presentation
Style/Item Presentation
Color Organization
Price Lining
Vertical Merchandising
Tonnage Merchandising
Frontal Presentation
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Color Lighting
Store Atmosphere
Scent Music
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Lighting
Highlight merchandise
Structure space and captu
re a mood
Downplay features
The McGraw-Hill Companies, Inc./Lars A. Niki, photographer