Store Layout and Design
Chapter 13 – Store Layout and Design
I.
Introduction to Store Layout Management. Retailers can use the retail store itself to initiate and continue their relationship with customers. A. The store itself (e.g., its layout) has the potential to overcome many of the negative attitudes/emotions customers may carry as they enter a retailer’s store. 1. 2. In fact, no other variable in the retailing mix influences the consumer 's initial perception as much as the retailer 's store itself. The two primary objectives around which all activities, functions, and goals in the store revolve are store image and sales productivity. Store image is the overall perception the consumer has of the store’s environment. b. Space productivity represents how effectively the retailer utilizes its space and is usually measured by sales per square foot of selling space or gross margin dollars per square foot of selling space. In cyberspace, retailers must be concerned with the format of the entire website. In order to drive repeat visits and encourage consumer purchasing on one’s web site, the e-tailer should: a. b. Keep content current. Make the site easy and enjoyable to use. c. Structure an online community where consumers can interact with one another or contribute to the site’s content. B. Elements of the Store Environment – The successful retailer will place a heavy emphasis on designing their physical facilities so as to enhance the retailer’s overall image and increase its productivity. The elements that should be considered are: a. POS signage. b. c. Visual Communications – Retail identity, graphics, and Store Planning – Space allocation, layout, and circulation. Store Design – Exterior design, ambiance, and lighting. selection, merchandise a.
3.
d. Merchandising – Fixture presentation, and visual merchandising. C.
The two primary objectives of creating the desired store image and increasing space productivity correspond to the general mission of all retailers, which
I.
Introduction to Store Layout Management. Retailers can use the retail store itself to initiate and continue their relationship with customers. A. The store itself (e.g., its layout) has the potential to overcome many of the negative attitudes/emotions customers may carry as they enter a retailer’s store. 1. 2. In fact, no other variable in the retailing mix influences the consumer 's initial perception as much as the retailer 's store itself. The two primary objectives around which all activities, functions, and goals in the store revolve are store image and sales productivity. Store image is the overall perception the consumer has of the store’s environment. b. Space productivity represents how effectively the retailer utilizes its space and is usually measured by sales per square foot of selling space or gross margin dollars per square foot of selling space. In cyberspace, retailers must be concerned with the format of the entire website. In order to drive repeat visits and encourage consumer purchasing on one’s web site, the e-tailer should: a. b. Keep content current. Make the site easy and enjoyable to use. c. Structure an online community where consumers can interact with one another or contribute to the site’s content. B. Elements of the Store Environment – The successful retailer will place a heavy emphasis on designing their physical facilities so as to enhance the retailer’s overall image and increase its productivity. The elements that should be considered are: a. POS signage. b. c. Visual Communications – Retail identity, graphics, and Store Planning – Space allocation, layout, and circulation. Store Design – Exterior design, ambiance, and lighting. selection, merchandise a.
3.
d. Merchandising – Fixture presentation, and visual merchandising. C.
The two primary objectives of creating the desired store image and increasing space productivity correspond to the general mission of all retailers, which