Transcript RETAIL DISPLAY Pallavi Pathak Store Layout, Design and Visual Merchandising - Principles & Optimization.

RETAIL DISPLAY
Pallavi Pathak
Store Layout, Design and Visual
Merchandising - Principles &
Optimization
Store Design, Layout,
Visual Merchandising

Opportunity for competitive advantage and
increased sales
 Store as a “good story” – a beginning, middle, end
 Entrance sets up the story – creates expectations, contains
promises, entices, hints, teases
 Inside the store is the middle of the story
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
should start slow (uncluttered) to allow consumers to orient
themselves
should lead customers on a journey of discovery, using layout,
lighting, visuals, other atmospherics
 Checkout area is the store’s climactic ending
Five Major Store Design
Objectives
Consistent with retailer’s image, positioning, strategy
Positive influence on purchase behavior
Cost effective – space productivity
Sales-per-square-foot (most common, racetrack and boutique layout)
– Sales-per-linear-foot (e.g., supermarkets, drug stores, etc. with long
gondolas in grid layout)
– Sales-per-cubic-foot (e.g., wholesale clubs with multiple layers of
merchandise)
 Flexible




Positively influencing
purchase behavior
Allow a transition zone
Place high-margin merchandise to the right of the
entrance
Make merchandise accessible
Use signs, fixtures, displays to draw customers
Vary the tempo of music to achieve goals
Arrange shelved merchandise strategically
Tradeoffs in Store Design
• Ease of locating merchandise for
planned purchases
• Aesthetics, space to shop
comfortably
• Relaxed environment
• Exploration of store,
impulse purchases
• Productivity of space
• Energy, excitement
Grid Layout
Grid Layout

Linear design, checkerboard pattern.
 Vertical and horizontal aisles
– May have one main aisle and many secondary
aisles.

Efficient use of space
 Simple and predictable to navigate
 Focal points at aisle ends
Racetrack Layout
Major and minor loops with multiple entrances &
multiple sight lines, draws shopper around the
store, encourages exploration, impulse buying
Location of departments) men’s vs. women’s
impulse goods – near entrances, to the right, escalators, point-of-sale
demand/destination – upper floors, back corners; complementary – adjacent
Display areas) – bulk-of-stock + feature areas (walls, promotional areas, point- of-sale
areas, feature fixtures, windows)
Fixtures– feature fixtures – four-way, free-standing/mannequins, glass cases
+ gondolas, rounders & straight racks for bulk-of-stock & sale merchandise
Free-Form Layout
+ Aesthetically
pleasing, relaxing,
asymmetrical, invites
browsing
Clearance
Items
Feature
Hats and Handbags
Tops
Tops
Accessories
Pants
Checkout
Skirts and Dresses
Jeans
Casual Wear
Stockings
Storage,
Storage,Receiving,
Receiving,Marking
Marking
- Less efficient, more
costly, more sales
assistance needed,
more theft
Fixtures
• Bulk-of-stock straight racks,
gondolas,
rounders (very
flexible)
• Feature – glass
cases, 4-way, freestanding, custombuilt fixtures
Feature areas
Windows, walls,
feature fixtures,
point-of-sale
Free-Flow Layouts

Opposite of grid layout.
 Ease of customer movement.
– Must provide enough room between fixtures.

Fixtures arranged in interesting formations
– Encourages browsing.
Fixtures

Accept, hold, stock and show merchandise.
 Used in window displays, on top of
counters, within floor arrangements.
 Contribute to store brand image and
ambience.
 Expected to last a long time.
Capacity Fixtures

Hold large quantities
 Shows a single style in
depth of selection.
 Usually the largest
fixtures in the store.
 Usually placed in back
of store.
Feature Fixtures

Used to highlight
categories.
 Hold fewer items.
 Best used as lead-in
fixtures.
 Also interspersed
throughout store to
add variety.
Signature Fixtures

One-of-a-Kind units.
 Positioned at store or department entrance.
 Reflects brand image
 Designed specifically for the store to catch
shoppers’ interest.
Ways to Display

Window Displays
 Interior Window Displays
 Wall Assortment Displays
 Focal Point/Aisle End Displays
Window Displays

Closed Back Window
 Open Back Window
 Straight Front Window
 Angled Front Window
 Arcade Front Window
 Corner Window
Window
Examples
Other Display Methods

Interior Windows--create a scene inside the
store by grouping mannequins, props etc.
 Wall Cabinets--create “windows” by
showing merchandise on top.
 End of Aisle--displays assortment of
merchandise together for sale.
Display Examples
Display Types

One Item Display
 Line of Goods Display
 Related Merchandise Display
 Variety or Assortment Display
Display Types
Examples
Display Settings

Realistic
 Environmental
 Vignette/Semi realistic
 Fantasy
 Abstract
Display Settings
Back Room Boutique
With young, yet sophisticated apparel, this Winter Garden, Florida
boutique wanted a mix of wood and metal fixtures. With a multitude of
different accessories and clothing styles, units needed to be versatile
to keep the inventory fresh. The wood units are finished in white and
the metal units offer decorative finials
.
Sunset Strip
This unique clothing store offers an interesting twist to the idea
that "Shopping is a Sin".... a fun one at that. By using creative
architectural features in a combination of metal fixtures
powdercoated black, the ulitmate look was achieved. This was
an exciting project because creativity had no limits.
Sparkle Brite Pool Store
Sparkle Brite Pool Store came to Barr Display, looking for a
package to offer their new pool store franchisees. What we
came up with a stock/vendor supplied layout. Their creative use
of photographic tiles and going a little more on the counter set
up, allows for a not so typical pool supply store.
Boutique
There is nothing better than dressing your favorite little person and this
children’s boutique in Baldwin Park, Florida wanted to create a fun
environment that promoted the fun colors of children’s clothing. The
custom counter was laminated from top to bottom in white and given a
built in selling area, which conveniently hides the business end of the
point-of-sale area. Semi-custom white wall units and floor fixtures are
the perfect presentation pieces for these fun and colorful children’s
clothes
Rawlings Sporting Goods Store
What a space! The challenge here was space. With thousands of
square feet and extremely high ceilings, the goal was to highlight all
products and make the space feel full. The walls were covered in
slatwall that is made to look and feel like old brick. The helmet display
mimicks a Wrigley Field like dug-out. The flooring was chosen to direct
traffic through this immense space. This look has definitely hit a homerun!
Timmy's Toy Chest
When Timmy’s Toy Chest came to us for their new space, we were
delighted. The original store Barr designed was much smaller. The wall
units were in excellent condition and could be used in the new space.
By adding more slatwall and floor fixtures, this shop encourages adults
to glance back to childhood and the children with them reap the
benefits. Located in Lake Mary, Florida, they are always happy to see
new visitors to their fun space!
Tiny Toes Children's Shoe Boutique
This upscale children’s shoe store in Orlando, Florida, wanted a clean
and crisp, white background to feature the colorful children’s shoes. A
custom counter was designed with a showcase area. All units are
maple painted white with decorative, yet simple crown moulding
Swim & Style
Swim & Style carries both the luxurious side of the pool life and the
maintenance side. Our challenge was to showcase the furniture and
glasswear one might find around the pool, yet supply a safe and sturdy
display for the chemicals and pool toys. Grid, Metal Shelving and
Wood Shelves compliment the specific areas of this specialty store.
Riegel Beauty Concepts Inc.
This specialty beauty product store wanted a unique and custom wall
system that would portray a clean and spacious environment. A mix of
metal, wood and glass gives this space a timeless feel.
Timmy's Toys - Original
Space
This customer wanted a fun, kid-friendly space that would utilize as
much display space as possible. Due to a broad product mix with a
variety of sizes, the flexibility of displays was also a big concern. Maple
slatwall combined with wall units and versatile floor displays created
the flexible, functional space the customer desired.
Banner Mercantile
Creating the feel of an old-fashioned General Store was the goal for
this retail store design. Worn, plank style wall units, H-merchandisers
topped with an oxen harness, and country cupboards create a rustic,
country feel of the past with the function and versatility of today's
fixtures.
Powersports Center
Large space, short-time frame, little back-room storage and small
budget were our building blocks here. Within three weeks, we had an
affordable layout and sturdy options for this cycle supply center. Stock
wall standards, sturdy shelves, and grid create style for a
storage/showroom combination
.