Store layout
Chapter 6
Objectives of a Good Store Design
- Design should be consistent with retailers image and strategy
- Design should positively influence consumer behavior
- Design should consider costs vs. value
- Design should be flexible
- Design should meet legal requirement
Store Layout
- Layout should entice customers to move around and shop the store
- Good layouts can: increase store traffic, drive sales and build store loyalty.
- If the layout is too complex- customers may find it difficult to find merchandise, become confused, frustrated and leave without buying anything.
Ease of finding merchandise vs. and interesting layout
- Forcing customers to move through sections of the store
- Providing interesting design elements
- Space for customers vs. productivity
- Generate traffic through feature areas of the store
It’s A Science!
- 80-90% of consumers will turn to the right when entering a store
- Placing fixtures at a 45-degree angle to the entrance will encourage.
- Customers to move along a fixed path exposing goods and stimulating impulse purchases
- POS at or near the exit can also increase purchases
Types of Store Layout
Grid
- Long gondolas in repetitive pattern
- Easy to locate merchandise
- Limited site lines to merchandise
- Does not encourage customers to explore store
- Allows more merchandise to be displayed
- Cost efficient
- Used in grocery, discount, drug stores
Racetrack
- Loop, with a major aisle to facilitate customer traffic with access to stores multiple entrances
Free-Form (boutique) Layout
- Fixtures and aisles arranged asymmetrically
- Pleasant relaxing ambiance doesn’t come cheap- small store experience
- Inefficient use of space
- More susceptible to shoplifting- salespeople can not view adjacent spaces
- Used in specialty stores
Feature Areas
- End caps
- Promotional Aisles of area
- Free standing fixtures and mannequins
- Windows
- Point of Sale (P.O.S), checkout, cash-wrap areas, Point of
Objectives of a Good Store Design
- Design should be consistent with retailers image and strategy
- Design should positively influence consumer behavior
- Design should consider costs vs. value
- Design should be flexible
- Design should meet legal requirement
Store Layout
- Layout should entice customers to move around and shop the store
- Good layouts can: increase store traffic, drive sales and build store loyalty.
- If the layout is too complex- customers may find it difficult to find merchandise, become confused, frustrated and leave without buying anything.
Ease of finding merchandise vs. and interesting layout
- Forcing customers to move through sections of the store
- Providing interesting design elements
- Space for customers vs. productivity
- Generate traffic through feature areas of the store
It’s A Science!
- 80-90% of consumers will turn to the right when entering a store
- Placing fixtures at a 45-degree angle to the entrance will encourage.
- Customers to move along a fixed path exposing goods and stimulating impulse purchases
- POS at or near the exit can also increase purchases
Types of Store Layout
Grid
- Long gondolas in repetitive pattern
- Easy to locate merchandise
- Limited site lines to merchandise
- Does not encourage customers to explore store
- Allows more merchandise to be displayed
- Cost efficient
- Used in grocery, discount, drug stores
Racetrack
- Loop, with a major aisle to facilitate customer traffic with access to stores multiple entrances
Free-Form (boutique) Layout
- Fixtures and aisles arranged asymmetrically
- Pleasant relaxing ambiance doesn’t come cheap- small store experience
- Inefficient use of space
- More susceptible to shoplifting- salespeople can not view adjacent spaces
- Used in specialty stores
Feature Areas
- End caps
- Promotional Aisles of area
- Free standing fixtures and mannequins
- Windows
- Point of Sale (P.O.S), checkout, cash-wrap areas, Point of