retail storedesign

8/10/2019 retail storedesign

1/13

Retail Store Design

Retail store exists to cater the needs of their customers. Certain needs ,anatomical abilities ,tendencies, body limitations r common to all customers of the store.

Retail store environment has to fulfill above needs of customers Differences in shoppers environment requirement bound to exist in particular store's catchments area, still stores needs to b designed to reflect an environment in hich ma!ority shoppers

can feel comfortable.

Creating a suitable design for the store and provide a feel good shopping environment becomes a competitive edge for the store in retail mar"et. Retailer first needs to catch the C# eye and dra

his attention to their store to "eep him staying aay from other stores.

$n most cases it is the image and perception of the store that sets one store apart from other. Shopping today has become sensory experience, and hile other components li"e merchandise mix also plays in building image of the store it is the manner and store environment hich differentiates based on sensory appeals li"e sight, touch, sound, and smell hich ma"es shopping experience for C.


2/13


3/13

Shopping experience thru store design ,image has to b intune ith merchandise, advertising and services offered bythe store. %ix of all elements of design attracts C and bringsprofit to store

$mportance of store design&Store design and layout tells hat the store is all about. i"egiving a personality to store. ( very strong tool in the hands ofa retailer for communicating and creating the image of thestore in the minds of a C.

$t is the creation of store image hich is a starting point in anymar"eting efforts.Store design important not only from retailer's perspective butalso for consumer.Retailer loo"s at store design from vie point of target

audience ,their needs , buying habits, and merchandise hichis going to sell.Consumer feels store design should b simple to move,navigate, must b appealing to his sensory perceptions,

create a sense of belongings, a sense of relationship&security&assurance and a pleasure in shopping experience.


4/13

%erchandise in store, sales people, location and pricing all or"s toards creating an image and physical attributes of store affects sensory perceptions of C thru hich C relates the store in a particular manner.

)lements of exterior design %any a times exterior dras attention and provides first impression to C.$ntresting indo displays, an impressive building, and inviting entrance all entice C to enter store. )ven a style of shop sign*name board forms an input for C, Retailers r

aare today about impact of exterior for favorable image of store )xterior store design is a function of +&location and combination of facilities li"e site, ease of access, par"ing,&building architecture,-&frontage and entrance,& exterior display space,

/& health and safety provisions mainly in est. Some retailers use frontage to shocase campaigns or use heritage buildings for a loo" of store. 0heme for exterior depends on target to serve and merchandise mix to b offered.1 fig2


5/13

$n case store located in mall or center overall loo" of the mall or center, its image decides the exterior. Store located in 0a! also gets same tag. )xterior store design 3a combo of store

indos4lightings4identity, commonly "non as 5marquee# )lements of interior design& (esthetics form s integral part of interior design+& fixtures& used for storing and displaying merchandise, either all or floor fixture ,Rac"s, stands ,shelves r made of ood or

glass, steel ,synthetic.6sualy fixtures r flexible so as to ad!ust si7e to suit merchandise.

& 8loorings and ceilings& lighting r at ceilings,a,c, ducts, floorings could b changed to suit image, e.g. !eelry needs carpets and super mar"et easy maintenance floor.

-&ighting.& as per theme, "ind of products sold for favorable impression of merchandise&9raphics and signage&%eant for informing C#s about products, special offers, prices. $f signage's used in indos it entice C to enter in store. ).g.. enlarged photos, posters r used and

merchandise is "ept ear to enhance product loo".

9raphics and signage used inside store can help +&identifying brands, &indicate 3ne arrivals*releases,-&offer directions to various departments ,&helps customer to locate products hile see"ing.

9raphics classified as&+&0heme graphics&falloed in store or in chain,&campaign& related to current ad campaign,-& promotional&related to promotional campaigns to particular dept. Signage's used as&+&merchandise related& to inform C abt its

location, prices ,features etc.&directional signs& to direct C for cash counters, rapping areas etc,-&$nstructional signs& to

inform C that store having electronic survillance,lift under repairs etc,&courtesy signs:to say than" u, visit again etc,/& srore directory&inform C location of various departments

placed near entrance, staircase or lifts 8ood stores use best graphics and signage&fast food restaurant for quic" guide hat to buy e.g.mac&donalds shos meal combinations graphically ith price and product name. C hile aiting in ; decides his order or get induced to

purchase more


6/13


7/13

/&(tmospherics&(n imp element of interior store design. Design of an store environment thru,+&visual communications,& lightings,-&color,&music and scent. %ainly meant for stimulating perceptual and emotional response of C. to offer pleasant, on& intrusive atmosphere to C to feel relaxed from orries of rong measurement,fittings,and color combo etc. ee"end music etc Store layouts& $ntegral to interior store design is layout. 0he manner in hich merchandise or products arranged in store. $t affects movement of C in store. $deal layout provides a balance beteen

%erchandise displayed and productivity. 0o facilitate movement and flo of C in entire store. (reas demarcated +&prime selling ,&impulse merchandise areas,-& seasonal merchandise areas. )ntrance as


8/13

0ypes of ayouts& +&9rid, &Race trac", -& 8ree form. 9rid& mostly used in super m"ts and discount stores. >ne area along the all and other in parallel display strips to facilitate easy ithin movement and space utili7ation. ?referred in many stores. Racetrac"&also called as oop, popular in departmental stores to lin" individual merchandise hile al"ing in store. 8reeform&arranged in asymmetrical manner to encourage more brosing in shop ,ta"es more space

8unctional layouts& to suit available space, right merchandise at right place, ensure guaranteed visibility, closer inspections li"e in boo" stores, coo"ing oil cans in food store, 6 shaped counters than l shaped to facilitate groups*family to stand. Circulation ?lan or directing flo of traffic&

)very retailer ants C to enter and circulate thru entire store. %ost adopt placing strategically demand and impulse products at various points in store to encourage move and brose in store. %any provide separate entrance and exit to ma"e C to

cover before leaving. 9rocery as demand at end to encourage.

S l i


9/13

ayout selection&chief consideration

)very retailer ants to use available space in most efficient manner ith the help of suitable

layout. +&layout hich allos complete presentation of merchandise to C.hich

encourage moving complete store to tap unplanned purchase. so many "eep separate

entry and exit. Right balance beteen space for displays and

service areas to maximi7e R>$ ayout design to ta"e care of all age groups,

including heel chairs ramps, seating for aged

as long standing . ayout to suit intended merchandise to sell and target audience. oo" for @elo / and above

-A age can b casual and formal

Space planning&

space planning helps retailer determining +&available space allocation for storage and selling purpose,& location of various departments,-&location of various products ithin department i.e. creation of ?lano& gram,&destinatin areas, seasonal products, impulse products, complementary goods i.e. ad!acent dept,/&relationship of space to profitability. Space planning is element not only of retail design and also of merchandise and category management as these functions r responsible for overall profitability lin"ed to space.

8actors considered in locating various departments& +& amount of traffic generated by that department and the potential sales, items ith high demand and fairly good traffic need not occupy space near entrance.fragerence, !elary,cosmetics, being impulse items may b placed near entrance, hereas men's

ear, casual ears r places on + st or nd floor, crossord children corners to encourage footfalls.&an analysis of footfalls in department, sales potential, bas"et analysis of C li"ely to buy. Coordinated approach rather than departments e.g. ladies footer,handbags ith dresses if placed is better.-&cross&mix

merchandise&C is able to visuali7e together. ).g. home section& bathroom accessories.&niche area for similar oods

0h l


10/13

0he planogram

( tool used by retailer to determine locations of merchandise ithin departments in a diagram form hich communicates ho merchandise and props physically fit onto a store fixture or indo to allo for visibility and price point options. $t is created ta"ing into account product sales, movement of products ithin particular category and space required for the various products. )xact area in sq ft for various

products to b displayed in particular area. $t helps retailer ho displays to b made, consistency of presentation across locations C feels familiar,

comfortable hen products presented in same manner across locations of chain of stores, Belps in brand

building, loylty,trust. $.0. is models r being used to create ?lano grams

l h d


11/13

isual merchandising

0he orderly,systematic,logical and intelligent ay of putting stoc" on the floor. $nvolves S6 planning, store indos, floor displays,signs,space designs, fixtures and hardare, props and mannequins. Retailing becoming complex creating right atmosphere and presenting merchandise in right ay becomes necessity.

9ood understanding of products and customer is vital for visual merchandising means a selling space that is neat, easy to see,folo and shop, $t enables C to buy quic"ly,

efficiently and comfortably. %ethods of display& +& color dominance&associating color

for display of particular merchandise& co&ordinate presentation&(ll garments ,all home items etc -&

presentation by price&$nexpensive, bargain or sale merchandise is displayedStore designs 3 being used as competitive advantage


12/13

R t ili i i th di ti f


13/13

Retailing image mix &thru coordination of falloing elements ith store design and

maintain image&+& signs and graphics a2 use signs as informative to customers, b2 use of

signs and graphics as props, c2 "eep sign and graphics fresh, & ighting& a2 to highlight full

merchandise, b2 popping the merchandise3 i.e. focusing lights only on special features of item.

c2 to capture moods 3arm ,co7y ambience ,d2 to donplay features&ighting can hide errors,-&

Color& cool colors, red colors increase blood pressures, arm colors to attract attention,&

%usic& suitable to customers, evening for young

crod , afternoon for middle aged, /&Scent& smell impacts emotions& feeling of, happiness, hunger.

retail storedesign

Documents

Transcript of retail storedesign