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Visual Merchandising
Source: Tesco
• Store management
• Store design objectives
• Store design-impact on stakeholders
• Types of store layouts
• Impact of store layouts on
stakeholders like shoppers, retailer
and manufacturers
• Role of signage and message board
• Feature areas
• Prime location based store traffic
movement
• Creating adorable store ambience
Layout,
Customer Design, and
service Visual
merchandise
Managing
store
Source: http://blog.walmart.com/innovation/20170512/a-look-inside-walmarts-next-gen-test-
stores
Tesco, UK
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New Initiatives at
Walmart
• Walmart is testing new approaches
in two recently opened
supercenters in Tomball, Texas, and
Lake Nona, Florida.
• Services like the beauty salon and
tech repair are adjacent to relevant
merchandise.
• Health and wellness departments
are consolidated to create a single
destination.
• Baby, toys, kids' apparel and kids'
shoes form a single destination to
ease mom’s shopping journey.
Integrated Pickup
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Layout and Visual
Merchandise
Source: http://ncrcrd.msu.edu/uploads/files/NCRCRD-rrd155-print.pdf
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Impact on Customer
Behavior
– Attract customers to store
Retailers can:
– Advertise
– Package products differently
– Research the “first moment of truth”
• Ease of locating
merchandise
for planned
(c) image100/PunchStock
purchases
• Exploration
of store,
impulse
purchases
11-18
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Reasonable Access
What does that mean?
• Grid
• Herringbone
• Racetrack (Loop)
• Free Form
11-21
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Grid Layout
Fruit
Cons
• Customers don’t get to browse at will
• May waste customer’s time who knows what
they’ve come for; they may avoid this shop in the
future when buying intent is specific
• Not suited for shops that encourage high traffic
turnover, or carry products that people need to
spend little time considering before purchase
Source: https://www.shopify.com/retail/the-ultimate-
guide-to-retail-store-layouts
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JCPenney Racetrack Layout
11-30
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Race Track Layout
PhotoLink/Getty Images
Underwear
Dressing Rooms
Tops
Accessories
counter
Clearance
Tops
Pants
Casual Wear
Items
Skirts and Dresses
Feature Feature
Jeans
11-37
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Feature Areas
Feature areas
– End caps
– Promotional
aisle
– Freestanding
displays
– Cash wraps
– Walls
– Windows
PhotoLink/Getty Images
Photodisc/Getty Images
• Sales rate
– More units of faster selling merchandise
need to be displayed
http://www.madetomeasuremag.com/the-butt-brush-and-other-
retail-research-insights
Highly trafficked
areas
– Store entrances
– Near checkout
counter
• Adjacencies – complimentary
merchandise next to each other
• Versatile
• Grocery and discount
stores
• Some department
stores
• Hard to view apparel
as they are folded
Royalty-Free/CORBIS
• Idea-Oriented
Presentation
• Style/Item
Presentation
• Color Organization
• Price Lining
• Vertical
Merchandising
• Tonnage
Merchandising
• Frontal Presentation
Royalty-Free/CORBIS
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Creating a Store Environment
Color Lighting
Store
Atmosphere
Scent Music
• Highlight
merchandise
• Structure space
and capture a
mood
• Downplay
features
The McGraw-Hill Companies, Inc./Lars A. Niki, photograp