Objectives of Good Store Design

Store Design and Layout
Objectives of Good Store Design

 Design should be consistent with the image and strategy: Define the
target customer and design the store that meets customer’s needs
Design should positively influence consumer behaviour:
Concentrate on the store layout and space planning issues
Design should consider cost versus Value: Various features such as

lighting, placement of merchandize, etc. are considered
Design should be flexible: Ability to physically move store

components and ease with which components can be modified
Design should recognize the needs of disabled: There must be
enough space for the movement and access of person with disbilities
Store Layout
Objectives of Good Store Layout
Maintain tradeoff between providing ease of finding merchandise

and providing a interesting layout
Maintain a balance between giving customers adequate space in

which to shop and productively use the expansive space for
merchandize

Types of Store Designs
 Grid Layout
• Used by the grocery and drug stores
• It contains long gondolas of merchandize and aisles in a repetitive
pattern. Grid layout is cost efficient
• Convenient for customers to move around the entire store space
• Less space is wasted and hence space productivity is enhanced
 Racetrack
• Also known as Loop, is a type of store design that provides a major
aisles to facilitate customer traffic with access to the stores multiple
entrances
• The aisles loops around the store providing access to all departments
• The aisles must be differentiated by the change in colour or floor
texture

Types of Store Designs
 Freeform Layout
• Also known as boutique layout arranges fixtures and aisles

asymmetrically
• Used in small specialty stores or within the departments of large
stores
• Personal selling is more important in this layout
• Atmosphere is relaxed and customer feels convenient to shop
• Chances of theft are high as adjacent departments can’t be watched
• Some storage space is lost to create more spacious environment

Visual Merchandising and Display
Feature Areas
These are areas within the store designed to get the customer’s
attention
 These includes;
• End Caps: These are displays located at the end of an aisle
• Promotional Aisle or Area: Used to display merchandize for
promotion
• Freestanding Fixtures and Mannequins: Designed primarily to get
customer attention and bring them into the department
• Windows: Provide a visual message about the type of merchandize
for sale in the store and type of image store portrays
• Point of Sale Areas: Places in the store, where customer can
purchase merchandize
• Walls: Used for placing shelf and racks for the displays
Space Planning
Space planning includes following factors;
 how profitable is the merchandize?
 how many SKUs will normally be carried in stock?
 how will the merchandize be displayed?
 will the location of certain merchandize facilitate the purchasing?
 what items does the retailer wish to emphasize?
Location of Departments
 Relative location advantages
 Impulse Products
 Demand Areas
 Seasonal needs
 Physical characteristics of merchandise
 Adjacent departments
Planograms
 It is a diagram created from photographs, computer output or
artist’s sketch that illustrate exactly where every SKU should be
placed
 Planograms should be visually appealing, represent the manner in
which a consumer shops and embody the strategic objective of the
corporation
 A planogrammer must be able to balance visual impact with the
financial analysis
 Planograms are useful for merchandize that does not fit on the
gondolas in a grocery or discount store
 Electronic planogramming requires the computer modeling based
on model number, product margins, turnover, size of the product,
packaging, actual picture of the merchandize, etc.
Visual Merchandizing
 It is defined as the presentation of products in order to sell them
 It includes various aspects such as store floor plan, store windows,
signs, merchandize display, space design, fixtures and hardware, etc.
 It is expected to educate the customers, create desires and finally
augment the shopping process
Benefits of the Effective Display
• Entertain, inform and educate the customer about the product/service
• Reaffirm the store’s image
• Arranges the merchandize for easy access
• Draws customer attention
• Establishes a creative medium
• Highlights merchandize to promote its sale
• Encourages customer to enter the store and shop
Merchandize Presentation Techniques
 Idea Oriented Presentation: Presenting merchandize based on a
specific idea or the image of the store
 Style / Item Presentation: Organizing stock by the style, item or size
 Colour Presentation: displaying according to season or latest trends
 Price Lining: Organizing according to the price categories
 Vertical Merchandising: Arranging merchandize vertically on the

walls and high gondolas. National brands are organized to follow the
eye level while store brands are on the lower shelf

Merchandize Presentation Techniques
 Tonnage Merchandising: It is display technique in which large

quantities of merchandize are displayed together. Customer equate
tonnage with the low price
 Frontage Presentation: Displaying merchandize in which retailer

expose as much product as possible to catch customer attention
 Fixtures: Purpose is to hold and display merchandize. E.g.Straight

rack, rounder, four way fixture, gondolas, etc.

Atmospherics
 It refers to design of an environment via visual communications,
lighting, colours, music and scent to stimulate customers perceptual
and emotional responses and ultimately to affect their purchase
behaviour
 Atmospherics refers to the store physical characteristics that are
used to develop the retail unit image and draw customers
 It is classified in terms of exterior and interiors atmospherics
 Exterior refers to: Store front, display window, surrounding
businesses, look of shopping centre
 Interior refers to: Lighting, colour, dressing room facilities, etc.
 It helps to enhance the display and provides customers with
relevant information

Role of Atmospherics in Retail strategy
 Enhances the image of retail outlet

 Attracts new customers
 Create a definite USP
 Generates excitement
 Facilitates easy movement inside the store
 Facilitates access to merchandize inside the store
 Ensures optimum utilization of retail space
 Ensures effective and desired presentation of the merchandize
 Reduces product search time for the customer
 Reinforces the marketing communication of the outlet
 Influences the service quality experience

Atmospherics in the context of Internet Retailing
In the context of e-tailing, following factors are considered;
Website organization
 Server performance
 Product data
 Search option
 Easy navigability of the website
 System response time

Organizing the Display
Display concepts can be based on the following themes
 Seasons
 Special occasions of holidays
 Colours
 Trends and activities
 Themes
 Events of the community
Locations of the Display
 Front Windows
 Small platforms at the entrance
 End caps
 Display or product case
 Behind the check-out counter
 Designated display areas
Components of Display
 Wall Display: Slatwall, Slotted wall standards
 Floor Fixtures: Gridwall panels and accessories, garment racks and
displayers, Display cases and counters, metal shelving gondolas
 Display products: Mannequins and body forms, Clear acrylic
displays
 Supply and equipment
 Promotional items: Window signs and banners, promotional signs

and tags, etc.
Lighting fixtures: Track lighting, etc.
 Signage

Factors to consider in organizing the effective display
 Balance : It uses optical weight to balance the display
 Rhythm : Lines can lend a rhythmic feelings to any display or area
 Proportion : Refers to relationship between the apparent size, mass,

scale or optical weight of two or more objects
 Texture : It sets the mood of merchandize and the store
 Harmony: The display should be in harmony with the whole store
 Emphasis: It could be through the use of colours, dramatic lighting,

signage, graphics and strategic placements
Walls as Retail Selling Tools
Captures the shoppers attention as they enter retail space

 Wall displays draw shoppers farther into the store
 Communicates the fashion information
 Encourages the multiple purchases
 Acts as a way finding tool, guiding shoppers to products they come
to see and buy
 Forms the retail background, supporting store image by the strategic
use of a variety interesting wall surfaces, paints, colours and wall
papers

Colour Planning
 Colour Schemes;
• Complimentary : Involves two colours that are directly opposite to
each other on the colour wheel, e.g. yellow and violet
• Split – complimentary : Involves three colours – one central colour
and two on either sides to compliment it,e.g. yellow with red violet
and blue violet
• Double complimentary : Uses four colours – two colour plus their
compliments, e.g. yellow with violet and green with red
• Triadic : Involves three colours forming a triangle such as orange,
green and violet
• Analogous : Scheme involves adjacent colours
• Monochromatic : Involves a single colour

Role of Colour in Retail Atmospherics
An effective colour plan performs the following functions;
o Communicates the desired aspects
o Sets mood
o Emphasizes features
o Highlights a products
o Emphasizes seasonal aspects of the merchandize
Some colours for special events;

• Christmas – Red and green
• Halloween – Black and orange
• Valentine Day – Red and Pink
• Independence day – Saffron
• Diwali – Red, yellow, green
• Eid - Green

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Store Design and Layout