Marketing
Store Image
Chapter 13 Store Layout and Design
Store Image is the overall perception the consumer has of the store’s environment.
Elements That Compose the Store Environment
Objectives of the Store Environment
Tasks to create desired store image and increase productivity: 1. Get customers into the store (market image). 2. Convert them into customers buying merchandise once inside the store (space productivity). 3. Do this in the most efficient manner possible.
Store Planning
1. Allocating Space 2. Circulation 3. Shrinkage Prevention
Store Planning
Floorplan is a schematic that shows where merchandise and customer service departments are located, how customers circulate through the store, and how much space is dedicated to each department.
Allocating Space
Types of space needed: 1. Back room 2. Office and other functional spaces 3. Aisles, services areas, and other nonselling areas of the main sales floor 4. Wall merchandise space 5. Floor merchandise space
These Warning Signs May Indicate a Space Problem
Circulation Free Flow Layout
Advantages and Disadvantages of Free Flow Layout
Free Flow
Advantages 1. Allowance for browsing and wandering freely 2. Increased impulse purchases 3. Visual appeal 4. Flexibility
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
Advantages and Disadvantages of Free Flow Layout
Free Flow
The Disney Store’s effective use of the Free-Flow Design FreeApproximately 250 million consumers visit Disney’s entertainment retail outlets each year. New store designs showcase merchandise in an engaging and contemporary fashion, keeping pace with evolving retail trends. Technological elements - including a front-of-store media wall that engages guests with Disney programming, and interactive kiosks setting the stage for the Disney Store in the 21st century.
Disadvantages 1. Loitering encouraged 2. Possible confusion 3. Waste of floor space 4. Cost 5.
Chapter 13 Store Layout and Design
Store Image is the overall perception the consumer has of the store’s environment.
Elements That Compose the Store Environment
Objectives of the Store Environment
Tasks to create desired store image and increase productivity: 1. Get customers into the store (market image). 2. Convert them into customers buying merchandise once inside the store (space productivity). 3. Do this in the most efficient manner possible.
Store Planning
1. Allocating Space 2. Circulation 3. Shrinkage Prevention
Store Planning
Floorplan is a schematic that shows where merchandise and customer service departments are located, how customers circulate through the store, and how much space is dedicated to each department.
Allocating Space
Types of space needed: 1. Back room 2. Office and other functional spaces 3. Aisles, services areas, and other nonselling areas of the main sales floor 4. Wall merchandise space 5. Floor merchandise space
These Warning Signs May Indicate a Space Problem
Circulation Free Flow Layout
Advantages and Disadvantages of Free Flow Layout
Free Flow
Advantages 1. Allowance for browsing and wandering freely 2. Increased impulse purchases 3. Visual appeal 4. Flexibility
Retailing, 3rd Edition, Dunne and Lusch Copyright © 1999 by Harcourt Brace & Company All rights reserved.
Advantages and Disadvantages of Free Flow Layout
Free Flow
The Disney Store’s effective use of the Free-Flow Design FreeApproximately 250 million consumers visit Disney’s entertainment retail outlets each year. New store designs showcase merchandise in an engaging and contemporary fashion, keeping pace with evolving retail trends. Technological elements - including a front-of-store media wall that engages guests with Disney programming, and interactive kiosks setting the stage for the Disney Store in the 21st century.
Disadvantages 1. Loitering encouraged 2. Possible confusion 3. Waste of floor space 4. Cost 5.