Store Layout, Design and Visual

Merchandising
Week 9

MKTG6125-Retail and Merchandising

 Store Design Objectives

Some store design objectives are to:

Implement the retailer strategy

Build loyalty by providing a rewarding shopping

experience

Increase sales on visits

Control costs to increase profits

Meet legal requirements

 Store Design Objectives

Design Trade-Offs:
 Between stimulating impulse purchases and making it easy to buy
products
 Between making it easy to find merchandise and providing an
interesting shopping experience
 Between giving customers adequate space in which to shop and
productively using this scarce resource for merchandise
Store Design Elements

Elements of store design:

Layout

Signage
Feature
and
areas
graphics
 Store Design Elements
Layout

Grid layout
 Store Design Elements
Layout

Racetrack layout (loop)

 Store Design Elements
Layout

Free-form layout
(boutique layout)
 Store Design Elements
Signage and Graphics

Call-to-action signage
 Store Design Elements
Signage and Graphics

Category signage
Store Design Elements
Signage and Graphics

Promotional
signage
Store Design Elements
Signage and Graphics

Point-of-sale
signage
Store Design Elements
Signage and Graphics

Digital signage
 Store Design Elements
Feature Areas

Windows
Entrance
Freestanding displays
Mannequins
End caps
Promotional aisle or area
Walls
Dressing room
Cash wraps/ point-of-purchase (POP)/
checkout areas
 Space Management

Space management involves key resources decisions:

• The allocation of store space to merchandise

1 categories and brands

• The Location of departments or merchandise

2 categories in the store

• The size of the store

3
 Space Management
Space Allocated to Merchandise Categories

Some factors that retailers consider when deciding how much floor or
shelf space to allocate to merchandise categories and brands are:
The productivity of the allocated space
- Sales per square foot
- Sales per linear foot
The merchandise’s inventory turnover
The impact on overall store sales
The display needs for the merchandise
 Space Management
Location of Merchandise Categories & Design
Elements

Impulse merchandise

Demand and promotional merchandise

Special merchandise

Category adjacencies

Location of merchandise within a category

• Planograms
• Virtual-store simulation
• Videotaping consumers
 Space Management
Determining Store Size

With the rise of online shopping and the recent recession, retailers
are coming to find that bigger is not always better.
 Visual Merchandising

is the presentation of a store and its

merchandise in ways that will attract
the attention of potential customers
Visual Merchandising
Fixtures
 Visual Merchandising
Presentation Techniques

Idea-oriented presentation
Item and size presentation
Color presentation
Price lining
Vertical merchandising
Tonnage merchandising
Frontal presentation
 Creating an Appealing Store Atmosphere

Atmospherics: the design of an environment by stimulation of the five senses.

 Creating an Appealing Store Atmosphere

1. Lighting

Highlighting
merchandise

Mood creation

Energy-efficient
lighting
 Creating an Appealing Store Atmosphere

2. Color
The creative use of color can enhance
a retailer’s image and help create a
mood.
3. Music
Music can either add to or detract
from a retailer’s total atmospheric
package.
4. Scent
5. Taste
 Creating an Appealing Store Atmosphere

Just how exciting should a store be?

Does providing an
exciting, entertaining
store environment
lead customers to
patronize a store
more frequently and
spend more time and
money during each
visit?

It depends!
 Project Progress Reporting

Socialization of new store employees

 Affect the degree to which newcomers become
involved, engaged contributors to the firm’s successful
performance.
TERIMA KASIH
SELAMAT BELAJAR