Store DesignStore Design
Visual MerchandisingVisual Merchandising
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Chapter Objectives
Explain the importance of store image.
Discuss the importance of store design.
Explain the importance of store layout.
Define visual merchandising.
Explain the use of visual merchandising in retailing.
Describe the styles of displays.
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Creating a Good Impression
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Projects the image of the business>>StoreDesign
StoreDesign
StoreDesign
StoreDesignStore
Design
Creates store image and atmosphere>>
Influences customers before they enter the store>>
Makes customers want to explore the store>>
Showcases the store’s merchandise>>
Influences sales>>
Store Image
Elements that combine to create a store imagestore image include:
store image the personality of the store, made up of many parts that work together to create a store’s image
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Type of merchandise and services
Sales associates
Design and layout of the store
Bags and packaging
Colors of the store décor
Store fixtures and equipment
Lighting
Music
Scent
Store Design
Elements of store design include:
fixtures permanent or moveable store furnishings that are used to hold or display merchandise
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Exterior Store Design– Front windows– Front door– Store sign
Interior Store Design– Selling space– FixturesFixtures– Behind the scenes
Store Layout
Store layoutStore layout includes such elements as the placement of the cash register, wrap desk, fitting rooms, and the merchandise arrangement.
store layout the arrangement of the store’s merchandise, fixtures, and equipment
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Store Layout
To attract customers, retailers place their best merchandise forward.
Retailers place items to encourage impulse impulse purchasespurchases.
impulse purchases items that are inexpensive and that customers buy without much thought
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What are three elements of a store’s exterior design?
What is the most important interior space in a retail store?
What are the goals of an effective store layout?
1.
2.
3.
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The Total Look
The components of visual visual merchandisingmerchandising are the same ones that contribute to a store’s image.
visual merchandising the integrated look of the entire store
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The exterior elements and interior elements of a store’s visual merchandising should all integrate to present a cohesive visual presentation.
Display
The two main purposes of any displaydisplay are:
display a presentation of merchandise to attract customers so they will examine the merchandise
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To help sell merchandise
To reinforce the store’s image by creating goodwill
Display
Three kinds of displays are: promotional display display designed to help sell merchandise
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Promotional displaysPromotional displaysinstitutional display display designed to generate goodwill for the store
Institutional displaysInstitutional displays
Interior displays
Display
The styles of displays that retailers use inside stores are:
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Open display
Closed display
Room-setting display
Point-of-sale display
Store-decoration display
Display
Three kinds of props are: display props items used to enhance a display
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Display propsDisplay propsdecorative display props items used to enhance the merchandise that is being displayed
Decorative propsDecorative props
Functional display Functional display propsprops functional display props
items used to hold the merchandise of a display
Display
Several methods of presentation include:
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Shelving
Hanging
Pegging
Folding
Stacking
Dumping
Creating Store Displays
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Determine which merchandise is
most suitable for display.
Determine which merchandise is
most suitable for display.
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Install the display.Install the display.
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Maintain and dismantle the
display.
Maintain and dismantle the
display.
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Generate an idea or theme for the
display.
Generate an idea or theme for the
display.
Determine where the display will be
placed in the store.
Determine where the display will be
placed in the store.
Meet with management to get approval for
the idea or theme.
Meet with management to get approval for
the idea or theme.
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Merchandise to Display
Selecting the best merchandise to feature in a display requires good judgment and knowledge.
Because the purpose of displays is to feature merchandise, it is important that the store’s displays be kept in the best condition possible.
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Operating an e-tail business on an electronic channel—the Web—can be costly, due to design, delivery, returns, and operating expenses.
Though Many larger dot-com companies crashed in the 1990’s, small stores like Harris Cyclery of West Newton, Massachusetts, actually increase sales using a basic Web site. Today, a third of Harris’s bicycle business rides in on the Web to get hard-to-find parts and personal service.
Describe an e-business’s home page to your class after viewing one through marketingseries.glencoe.com.
The first things that retailers want you to see in a store are promotional items. For example, when J.Crew wants to promote new chinos, they will put those chinos on display in the front
Window Shopping
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store window to attract customers. J.Crew uses the same strategy online: The opening page on the J.Crew Web site will feature those same chinos. The medium may be different, but the strategy behind both types of visual marketing is the same.
For more information on retailing, go to marketingseries.glencoe.com.
What are the two main purposes of store displays?
What are two goals of a promotional display?
What are the five styles of interior store displays?
1.
2.
3.
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Explain the importance of store image.
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Describe how store design encourages customers to explore the store.
Explain the importance of store layout.
Store image is the personality of the store. It affects how customers feel about the store and should reflect what is unique and special about the store.
1. Store design encourages customers to explore the store by giving the customers a good impression of the store and making customers feel comfortable browsing and shopping.
2. Store layout should present the store’s merchandise to its best advantage and help sell merchandise.
3.
Checking Concepts
continued
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2.
3.
Define visual merchandising and explain how it is used in retailing.
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Describe the styles of displays.
Identify the first three things a customer sees when he or she approaches a store.
Visual merchandising is the integrated look of the entire store. It is used to project the store's desired image.
4. Open displays feature merchandise in a setting that allows the customer to handle it; closed displays are arranged in display cases for merchandise that is very valuable or fragile; room setting displays are assembled to allow customers to see how certain merchandise will actually look in their homes; point-of-sale displays are used near cash registers primarily for impulse purchases; and store decorations are the items that promote a season or holiday.
5. The first three things a customer sees when he or she approaches a store are the store's windows, the front door, and the store sign.
6.
Checking Concepts
continued
4.
5.
6.
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Critical Thinking
Compare the two main purposes of displays.
The process for creating store displays consists of generating an idea, determining where to place display, getting management approval, choosing suitable merchandise, installing the display, and maintaining and dismantling display.
7. Describe the steps for creating store displays.
The two main purposes of displays are to help sell merchandise (promotional displays) and to reinforce the store's image by creating goodwill (institutional displays).
8.
Checking Concepts
7.
8.
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