store layout & architecture
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Store Layout & Basics of ArchitectureStore Design Objective
Grid LayoutFree-flow Layout
Loop LayoutMinimal Layout
Spine LayoutCombination Floor Layout
Architectural Symbols for reading store layout (a floor plan)
And symbols used for fixtures
Bubble Plan & Block Plan1
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Store Design Objectives
• Consistent with retailers image and strategy• Positive influence on customer satisfaction
and purchase behavior• Cost effective• Flexible• Meet needs of disabled
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Consistent with retailers image and strategy
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• Retail Managers must define the target customer and then design a store that complements customers’ needs. For instance, warehouse clubs, like Costco, have high ceilings with metal grids and concrete floors instead of tile – all of those things are perceived to mean low prices . Actually, they are more expensive than some alternatives, but they are used to maintain an image.
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• Customers would find it hard to accurately judge value if the physical environment were inconsistent with the merchandise or prices.
• Example : REI is a master of matching its target customers with store design.
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• Recreational Equipment Inc (REI) has transformed a decaying 88-year old historic landmark building in Denver into a modern retail adventure. The 94,000 sq foot, three level store raises the bar on interactive retailing, taking the try-it-before-you-buy-it concept to new heights.
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• Among the new attractions : a large, steel encased freezer-like fixture where shoppers can test winter parkas and sleeping bags. The temperatures inside can drop to as low as -30degree F. Simulated wind chills can make it seem even colder. Mountain bikes can be tested on a rugged 318 foot trail that runs through the store’s landscaped outdoor courtyard. Insider, shoppers can try out hiking boots on a footwear test track, compare bike lights and reflectors in a illuminator room, and test water purifiers in a ministream.
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• The centerpiece of the store is a 45-foot sculptured indoor rock-climbing pinnacle . It offers a variety of climbing terrains, including routes specifically geared for children . Weary shoppers can take a break at the on-premise starbucks.
• REI is in an industry where people love to get the product in their hands and test it. Letting them do so makes for a happier and better-informed customer-one who enters into the purchase with a much better feel as to how the product is supposed to perform. 11
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Positive influence on customer satisfaction and purchase
behavior
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• Retailers concentrate on store layout and space - planning issues . Imagine a grocery store laid out like a women’s specialty store, or an art gallery that looked like a tire store.
• Grocery stores are organized to facilitate an orderly shopping trip and to display as much merchandise as possible. Yet boutiques are laid out in a free-form design that allows customers to browse.
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• Customers’ purchasing behavior is also influenced, both positively and negatively, by the store’s atmosphere.
• Signs are designed to attract attention.• Smell is also used for positive influence on
customers.
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Cost effective
Design should consider costs versus values
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• It is important to consider the cost associated with each store design element versus the value received in terms of higher sales and profits.
• For instance, the free-form design found in many boutiques is much more costly than rows of gandolas in a discount store.
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• The best locations within a store are “worth” the most, so they are reserved for certain types of merchandise. For instance, many grocery stores place their produce near the store’s entance because it has a higher margin than other merchandise categories and it creates a nice atmosphere.
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Flexible
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• As merchandise changes, so must a store’s image. Thus, store planners attempt to design stores with maximum flexibility.
• Flexibility can take two forms : the ability to physically move store components, and the ease with which components can be modified.
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• Today, most stores are designed with flexibility
in mind. For instance, Wallace’s Book store, one of the US’s largest operators of college bookstores, is rolling out an innovative new concept with built-in merchandising and design flexibility called flexsmart, the format allows the store to expand or contract its space to accommodate the seasonal flux inherent in the college-bookstore business.
• The rush for textbooks at the beginning of each semester and the slower in-between periods make for extreme peaks and valleys in sales.
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• Stores with the new design can respond to seasonal changes and renew themselves from an image perspective without the need of large-scale renovations . During busy times, as much as 30% more retail space can be provided for books or apparel in various departments. The key to wallace’s new flexibility lies in an innovative fixturing and wall system that is used to portion off the textbook area. On the front end of each textbook aisle there is a panel with an end-cap display that can swing open or closed as needed. 21
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Meet needs of disabled
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• A person in a wheelchair or one using a walker/ motorized cart should have unencumbered access to merchandise through adequately wide pathways.
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Tradeoff in Store Design
Easy of locating merchandise for planned purchases
Exploration of store, impulse purchases
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• It is difficult to create a differential advantage on the basis of merchandise, price, promotion, and location. In such a situation, the store itself becomes a point of differentiation.
• Store can be compared to a theatre * Walls and floor are the stage. * The lighting, fixtures and signs represent the sets.
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* The merchandise and the store personnel represent the show.• A customer who is familiar with the store
layout is likely to buy more than those unfamiliar with it.
• The layout helps support the customer’s memory of the list of things they plan to buy and where they are likely to find these items in the store.
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Grid Layout
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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
décor.• Can be confusing and
frustrating because it is difficult to see over the fixtures to other merchandise
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Fruit
Vegetables
Office & customer service
Books, magazines, seasonal display
Rec
eivi
ng
& s
tora
ge
Exit
Entrance
Cart area
Checkouts
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Best used in retail environments in which majority of customers shop the entire store* 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
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Free-flow Layout
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Free-Flow Layout 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
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The Disney Store’s Effective Useof the Free-Flow Design
• Approximately 250 million consumers visit Disney’s entertainment retail outlets each year. New store designs showcase merchandise in an engaging and contemporary fashion, keeping pace with evolving retail trends. Technological elements - including a front-of-store media wall that engages guests with Disney programming, and interactive kiosks-setting the stage for the Disney Store in the 21st century.
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Storage, Receiving, Marketing
Underwear Dressing Rooms
Checkout counter
Clearance Items
Feature Feature
Jean
s
Cas
ual
Wea
r
Sto
ckin
gs
Acc
esso
ries
Pan
ts
Top
sT
ops
Ski
rts
and
Dre
sses
Hat
s a
nd H
andb
ags
Open Display Window Open Display Window
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• 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 39
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Loop Layout
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Loop Layout 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
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• Exposes shoppers to the greatest possible amount of merchandise by encouraging browsing and cross-shopping
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Minimal Layout
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• As the name implies, is almost gallerylike in its simplicity.
• In fact, the merchandise may sometimes be wearable art-handcrafted, designer-made, in one-of-a-kind fabrications.
• More often, however, this layout is used in very high end retail stores with designer merchandise(Dolce and Gabana , Soho, New York City).
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• Borrowing from the artistic school of aesthetics minimalism, products are presented dramatically on the walls of the store-much like art objects- with a minimal use of selling fixtures on the floor.
• This allows for wide-open spaces in the center of the stores, where customers may stand and survey the entire offering of the collection before they approach the merchandise for a closer look.
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• The minimal layout option requires dramatic merchandise, simple display strategies, and effective sales associates.
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Spine Layout
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• Spine Layout 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, merchandise departments using either a free-flow or grid pattern branch off toward the back aisle walls.
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• 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 55
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Combination Floor Layout
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• It employs the best features of standard layouts in one overall plan that suits the retailer’s specific strategy.
• A department store may use a minimal layout for its more upscale departments, and a free-flow layout for its junior sports wear department.
• A specialty store may combine a free-flow layout in a first third of the store and a grid layout for a clearance department in the rear of the store.
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Architectural Symbols for reading store layout (a floor
plan)And symbols used for fixtures
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Bubble Plan & Block Plan
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Functions of Store Planner
• To design an efficient and attractive selling environment that will promote maximum sales and savings in labor and energy.
• To combine the selling space with the “behind-the-scenes” service area where stock is maintained and the non-selling activities of the store are carried on.
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Functions of Store Planner
• To set up traffic patterns that will promote customer movement from areas that get the greatest exposure (near entrances, elevators, and escalators) to remote comers and back areas where the more expensive items are usually located.
• To promote and sell to stock and show. The store planner selects the selling vehicle for the specific merchandising being offered.
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Functions of Store Planner
• To enhance the store’s image and, thereby, add stature to the merchandise being offered.
• The store planner work closely with the architect, the merchandiser and the buyer.
• Based on previous sales figures, or on projected or anticipated sales figure, the store planner, together with the executive, will prepare a block plan.
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Functions of Store Planner
• A bock plan - This is the first allocation of space on the ground plan and the designation of selling areas on the selling floor.
• This apportionment of space is based on the merchandising needs, propsed traffic patterns, proximity to related merchandise, and anticipated sales.
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Functions of Store Planner
• Management gets a visual picture of how much space is actually needed and how much is left for growth.
• Non-selling area (behind the scenes) – service elevators, storage, employee’s changing rooms, toilets, back office, restrooms.
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Functions of Store Planner
• The floor plans are then redrawn, always in scale, with more and more details and specifications added on.
• The final floor plan will have all the counters, cases, tables, and free standing floor fixtures drawn in place and will show the aisles, trial rooms, exit and entrances.
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Functions of Store Planner
• The store planner will locate the “impluse items” (merchandise purchased on impulse rather than by plan in the high traffic areas, leaving the customer to find his or her way to the “ demand merchandise”
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Before detailed planning begins, the designer must have a clear
understanding of the following :
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The building’s type, age and construction.Brand values, image and identity.A detailed breakdown of the customer
profiles.The client’s philosophy and objectives.Product information by category.
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• Blubble plan is the rough drawing of layout.
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