1

2
How we see the world around us
STORE DESIGN AND LAYOUT

1.1 Describe store and layout
Definition store and layout
Identify store image and atmosphere
Determine store exterior

1.2 Identify store layout
Identify layout guidelines
Recognize layout patterns
Analyze advantages and disadvantages of layout
patterns
Draw layout a store
Arrange display

3


4
5
1) A store layout is the design in which a
store's interior is set up.
Store layouts are well thought out to
provide the best exposure possible.
They are designed to create an attractive
image for consumers.


6
2) Store layout describes the overall look
and feel of the interior of a retail store,
including the placement of fixtures and
products within the store.
It is an important part of implementing
retail store strategy.
Effective layouts are designed to expose
customers to the most products possible
given the amount of floor space available.


7
9
10
11
The public image that a store projects into the
market place is an essential component of its
success.
With ever increasing competition for the
consumer's purchases comes an increase in
promotional activities designed to influence the
consumer to spend.
As this promotional activity increases, so does the
amount of advertising 'clutter' that the customer
must wade through to get to the real message.
12
13
Low Quality Store High Quality Store
In order for the message to be effective and not get lost, it
must be relevant and interesting to the customer.

This message is more relevant when it is based on an
appropriate store image which sets the basic tone for all of
the store's marketing activities.
Think about the different stores where you shop.

What image do they create?
How are they different?
What elements do they use to create these
differences?

A supermarket will strive to appear efficient,
economical and filled with a variety of stock.
Compare that image with the one presented by
an upmarket delicatessen or a health food shop.

14
The ingredients that contribute to a store's
image include:
general ambience created by the
surroundings
product range offered by the store
the store's layout
product placement
interior design, lighting and decor
location of the store
the store's market position
advertisements and promotional activities.

15
16
'traditional' style window display using
mannequins and soft lighting to create a
focus on the new season's range.
By combining these elements, the retailer is able to
create and maintain an appropriate image that
appeals and attracts their target market.
A full backdrop display using a
contemporary approach to attract an
'upmarket' customer group.
The psychological feeling a customer
gets when visiting a retailer
Store retailer: atmosphere refers to stores
physical characteristics that project an
image and draw customers

Non-store retailer: atmosphere refers to
the physical characteristics of catalogs,
vending machines, Web sites, etc.
Store exterior
Physical structure
Visibility
Entrances
Parking
Construction cost
Lighting and entertainment
20

Porsche Design launched its first own Design Store
in Queen's Road Central, Hong Kong. The store
features a new concept that focuses on the
substantially extended fashion collection for
women and men and highlights the iconic essence
of Porsche Design products.
"With the new store in the Queen's Road we are bringing Porsche Design right
to the centre of Hong Kong", commented Juergen Gessler, CEO of Porsche
Design Group. "In the last business year we increased our sales by 30
percent. And the first half of the current business year again shows a really
positive trend, with an increase in double figures. We intend to support this
growth by our ongoing sales and product offensive for Porsche Design. And
the new location in Hong Kong is just the first step of many others that are
going to follow soon."


The new Hong Kong store includes complete product portfolio of the Porsche
Design, ranging from the fashion collection for men and women and the
sport collection, through luggage, eyewear, watches and writing tools, to cell
phones, jewellery and accessories.




21
22