Store Layout, Design & Visual Merchandising.pdf

Store Layout, Design &

Visual Merchandising

Angela D’Auria 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 consumer’s initial

perceptions of a bricks & mortar retailer as much as the 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 process

Important criteria include cleanliness, labeled prices, accurate and pleasant

checkout clerks, and well-stocked shelves

The store itself makes the most significant and last impression

Once 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 manner, the more they tend to buy

Retailers 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 consumer 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 strategy

positively influence consumer behavior

consider costs versus value

be flexible

recognize the needs of the disabled – The

Americans with Disabilities Act

Types of Floor Space in Store

Back Room – receiving area, stockroom

Department 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, restrooms

Aisles, Service Areas and Other Non-Selling Areas

Moving shoppers through the store, dressing rooms, layaway

areas, service desks, customer service facilities

Merchandise Space

Floor

Wall

Store Layout (and Traffic Flow)

Conflicting objectives:

Ease of finding merchandise versus varied and

interesting layout

Giving customers 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 carefully;

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 returns 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

Storage, Receiving, Marketing

Underwear

Dressing Rooms

• Works best in small

stores (under 5,000

square feet) in which

customers wish to

browse

Checkout counter

Clearance

Items

• Works best when

merchandise is of the

same type, such as

fashion apparel

Feature

• If there is a great

variety of

merchandise, fails to

provide cues as to

where one department

stops and another

starts

Open Display Window

Spine Layout

• Variation of grid, loop and free-form

layouts

• Based on 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 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 advantages

Impulse products

Demand/destination areas

Seasonal needs

Physical characteristics of merchandise

Adjacent departments

Feature Areas

The areas within a store designed to get the

customer’s attention which include:

End caps – displays located at the end of the

aisles

Promotional aisle/area

Freestanding fixtures

Windows

Walls

Point-of-sale (POS) displays/areas

Fixture Types

Straight Rack – long pipe suspended

with supports to the floor or attached

to a wall

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

pedestal

Round Rack – round fixture that sits

on pedestal

Other common fixtures: tables, large

bins, flat-based decks

Fixture Types

Wall Fixtures

To make store’s 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 inserted

Can be merchandised much

higher 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 maintain

Hanging

Pegging – small rods inserted into gondolas or wall systems – can be labor

intensive to display/maintain but gives neat/orderly appearance

Folding – for softlines can be folded and stacked on shelves or tables - creates

high fashion image

Stacking – 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

price

Dumping – large quantities of small merchandise can be dumped into baskets or

bins – highly effective for softlines (socks, wash cloths) or hardlines (batteries,

candy, grocery products) – creates high volume, low cost image

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