Store Layout and Store Layout and designdesign

Store Layout is an arrangement of the store that include Store Layout is an arrangement of the store that include space management, Product display, network of space management, Product display, network of passages, arrangement for amenities and other passages, arrangement for amenities and other customer convenience.customer convenience.

Three principles around which any modern store is Three principles around which any modern store is designed are:designed are:

Consistency.Consistency.►Building a store attribute consistently around the image that the Building a store attribute consistently around the image that the store wants to project.store wants to project.

Attraction.Attraction.►Store’s ability to seek customers’ attention and influence them to Store’s ability to seek customers’ attention and influence them to make a purchase through promotion, Pricing and service.make a purchase through promotion, Pricing and service.

Productivity.Productivity.►Charge the stores atmosphere to attract the target market in Charge the stores atmosphere to attract the target market in addition to identify and manage various costs associated with the addition to identify and manage various costs associated with the store design and layout.store design and layout.

Store Layout –Key considerationsStore Layout –Key considerations

A store design shouldA store design should Enhance sales.Enhance sales. Maximize returns per sq. foot.Maximize returns per sq. foot. Match the merchandise and format.Match the merchandise and format. Allow flexibility in store design.Allow flexibility in store design. Assistance for the disabled/Women/Children and the safety of Assistance for the disabled/Women/Children and the safety of

the customers.the customers.

► Factors for design decisions:Factors for design decisions: EXTERIOR DESIGN DECISIONS:EXTERIOR DESIGN DECISIONS:

► Shop front.Shop front. The straight front.The straight front. The angled front.The angled front. The Arcade front.The Arcade front.

► Windows.Windows. To show a representative sample of merchandise sold in the store.To show a representative sample of merchandise sold in the store. Display of promotional offers/seasonal offers.Display of promotional offers/seasonal offers. Mix of a) and b).Mix of a) and b).

► Entrances.Entrances.► Signs.Signs.► Parking.Parking.

Interior design decisions:Interior design decisions:► Floorings, roof, color, texture, finishing, Lighting, air Floorings, roof, color, texture, finishing, Lighting, air

conditioning. etc.conditioning. etc.

Importance of a Layout.Importance of a Layout. It can guide the customer traffic to all parts of the store It can guide the customer traffic to all parts of the store

leading to increase in exposure to all types of Merchandise.leading to increase in exposure to all types of Merchandise. Provide stooping power for impulse buying.Provide stooping power for impulse buying. Helps the customer in selecting and comparing merchandise.Helps the customer in selecting and comparing merchandise. Merchandise categories can be placed according to sales for Merchandise categories can be placed according to sales for

maximum effect.maximum effect. Scope for studies, and ‘stopping power’ of various types of Scope for studies, and ‘stopping power’ of various types of

displays.displays.

Steps for designing store layout.Steps for designing store layout.Planning a store’s Layout involves the following steps:Planning a store’s Layout involves the following steps:

Determining the availability of space in the facility/Building.Determining the availability of space in the facility/Building. Determining ‘Special needs’ for the selling and non selling Determining ‘Special needs’ for the selling and non selling

areas.areas. Fitting ’Space needs’ to available spaces to achieve a good Fitting ’Space needs’ to available spaces to achieve a good

traffic flow and maximum sales.traffic flow and maximum sales.

► Space needs:Space needs:► The following steps need to be considered in determining space The following steps need to be considered in determining space

needs:needs:1)1) . . Kind and extent of departmentalization.:Kind and extent of departmentalization.:

Certain departments convey the fashion image of a store, they are Certain departments convey the fashion image of a store, they are called called “bell weather departments”“bell weather departments” because they are key to build the because they are key to build the stores image.stores image.

► Space Productivity Ratio.Space Productivity Ratio.► The model stock approach.The model stock approach.► Relative location advantages.Relative location advantages.► Demand /destination areas.Demand /destination areas.► Adjacent departments.Adjacent departments.

2 ).Type of Traffic flow:2 ).Type of Traffic flow:Grid (Straight) DesignGrid (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) DesignCurving/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 LayoutFree-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 square 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

Storage, Receiving, Marketing

Underwear Dressing Rooms

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Open Display Window Open Display Window

3) . Type of Display areas.3) . Type of Display areas.

The areas within a store designed to get the customer’s attention which include:Feature area.

•End caps•Promotional aisle.

Bulk of stock.Freestanding fixtures e.g.. Gondolas round table, racks..WindowsWallsPoint-of-sale (POS) displays/areas

4) . Merchandise presentation 4) . Merchandise presentation techniques;techniques;

► Based on basic idea.Based on basic idea.► Based on color.Based on color.► Based on price.Based on price.► Based on presentation.Based on presentation.

► Vertical merchandising.Vertical merchandising.► Tonnage merchandising.Tonnage merchandising.

5) .Types of non-selling activities5) .Types of non-selling activities► Billing.Billing.► Dressing rooms.Dressing rooms.

6) . Special provisions for Self service6) . Special provisions for Self service