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    Store Layout and Design: Steps Involved in Planning A Store

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    Ankit Kumar
    The document discusses store layout and design. It outlines the primary objectives of store layout planning which are to attract customers into the store and increase the productivity of store space by exposing customers to more merchandise to increase the probability of sales. It then discusses various steps involved in store layout planning including allocating floor space, departmentalizing products, determining space requirements for each department, creating a floor plan, and designing specific floor plans. It also discusses elements like traffic flow, types of layouts, planograms for product placement, and merchandise presentation through visual merchandising techniques.

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    Store Layout and Design: Steps Involved in Planning A Store

    Uploaded by

    Ankit Kumar
    106 views69 pages
    The document discusses store layout and design. It outlines the primary objectives of store layout planning which are to attract customers into the store and increase the productivity of store space by exposing customers to more merchandise to increase the probability of sales. It then discusses various steps involved in store layout planning including allocating floor space, departmentalizing products, determining space requirements for each department, creating a floor plan, and designing specific floor plans. It also discusses elements like traffic flow, types of layouts, planograms for product placement, and merchandise presentation through visual merchandising techniques.

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    layout of store

    Original Title

    Layout and Design

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    The document discusses store layout and design. It outlines the primary objectives of store layout planning which are to attract customers into the store and increase the productivity of store space by exposing customers to more merchandise to increase the probability of sales. It then discusses various steps involved in store layout planning including allocating floor space, departmentalizing products, determining space requirements for each department, creating a floor plan, and designing specific floor plans. It also discusses elements like traffic flow, types of layouts, planograms for product placement, and merchandise presentation through visual merchandising techniques.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    106 views69 pages

    Store Layout and Design: Steps Involved in Planning A Store

    Uploaded by

    Ankit Kumar
    The document discusses store layout and design. It outlines the primary objectives of store layout planning which are to attract customers into the store and increase the productivity of store space by exposing customers to more merchandise to increase the probability of sales. It then discusses various steps involved in store layout planning including allocating floor space, departmentalizing products, determining space requirements for each department, creating a floor plan, and designing specific floor plans. It also discusses elements like traffic flow, types of layouts, planograms for product placement, and merchandise presentation through visual merchandising techniques.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 69

    Store layout and

    Design
    STEPS INVOLVED IN PLANNING A STORE
    PRIMARY ROLE

     CREATE STORE IMAGE


     INCREASE PRODUCTIVITY OF STORE SPACE.

     SO BASIC OBJECTIVE IS
     - TO GET CUSTOMER IN THE STORE – MARKET IMAGE
     - ONCE INSIDE CONVERT THEM INTO BUYING USING SPACE
    PRODUCTIVITY – THE MORE MERCHANDISE CUSTOMERS ARE
    EXPOSED TO THE HIGHER PROBABILITY OF BUYING
     PROBABILITY OF SALE IS PROPORTIONAL TO THE DISTANCE
    TRAVELLED IN STORE
    Store Design Objectives

    • Attract customers to store


    • Enable them to easily locate merchandise
    • Keep them in the store for a long time
    • Motivate them to make unplanned purchases
    • Provide them with a satisfying shopping experience

    3
    The psychology of Sight

     Upon entering a store the first value/fashion/Price


    equation of the shopper is made by the perception of
    stock to space .
     DOES THE ENVIRONMENT EFFECT BEHAVIOUR ?
    . The Mehrabian and Russell (1974) model
    STIMULI

     ‘Ambient conditions’ consist of such factors as noise,


    lighting, music and colour. They influence the way
    people think, feel and respond to the particular factors.
     Spatial layout and functionality consist of factors such
    as layout, equipment, furnishings,
     ‘signs, symbols and artifacts’ provide cues for
    customers and can be used as labels, for directional
    purposes and to inform about the behaviour
    EMOTIONAL STATES

     Pleasure refers to “the extent to which a person feels


    good, joyful, happy or satisfied in the environment”.
     Happy → Unhappy,
     Pleased → Annoyed,
     Satisfied → Unsatisfied,
     Contented → Melancholic,
     Hopeful → Despairing, Relaxed → Bored.
     The term arousal relates to “the extent to which a
    person feels
     Stimulated → Relaxed, Excited → Calm, Frenzied →
    Sluggish, Jittery → Dull, Wide-awake → Sleepy, Aroused
    → Unaroused. rson feels excited or stimulated, alert
    EMOTIONAL STATES

     Dominance was verbally assessed as the extent to which


    respondents report feeling):
     Controlling → Controlled,
     Influential → Influenced,
     In control → Cared-for,
     Important → Awed,
     Dominant → Submissive,
     Autonomous → Guided.
    RESPONSE

     Approach
     As far as shopping behaviour is concerned, approach can
    be measured for example by
     (1) spending, (2) time in a store, (3) intention to revisit
     Avoidance
     The desire to leave the environment
     Tendency to avoid any interaction with others
     The degree of hindrance that the environment gives to
    solving problems
    ELEMENTS OF STORE ENVIRONMENT
    EXERCISE

     PREPARE A CHECLKIST OF ALL DECISIONS THAT NEED TO


    BE TAKEN WHILE PLANNING A STORE .
     ASSUME YOU ARE A DEPARTMENTAL STORE
    I - STORE PLANNING
    (LAYOUT)
    Store Entrances

    • How many entrances are needed?


    • What type of entrance is best?
    • How should the walkway be designed?
    An approach to layout –
    source:- note by m.pearce

    3. 4.
    1. SPACE CHOOSE
    2. BASIC 5.
    ALLOCA REQUIR
    DEPARTM FLOOR DESIGN
    TE EMENTS
    ENTALIZE PLAN FOR SPECIFIC
    TOTAL FOR EACH FLOOR
    ASSORTM
    FLOOR EACH AREA AND PLAN
    ENT
    SPACE DEPART THEN
    MENT TOTAL
    1.Allocation of Floor Space

    • Selling space
    • Merchandise space
    • Personnel space
    • Customer space
    1.ALLOCATE FLOOR SPACE

     BUILDING FUNCTIONS- ACs, ELEVATORS,SECURITY


     NON SELLING SPACE – RECEIVING,OFFICE,
     SELLING SPACE-65-85% OF GLA
    2.DEPARTMENTALIZE
    Product Grouping Types
    • Functional product groupings
    • Purchase motivation product groupings
    • Market segment product groupings
    • Storability product groupings
    3.DETERMINE SPACE
    REQUIREMENTS
     2 APPROACHES

     SALES PRODUCTIVITY RATIOS – CATEGORY FORECAST


    SALES –Rs 50,000 , avg per sq ft – 125 then one might
    allocate 400 sq ft

     MODEL STOCK APPROACH – calculate the model


    assortment to be carried , sku’s to be kept , fixtures
    ,reserve stock etc and calculate total stock
    requirements for the department.
    4. FLOOR PLAN

     Mapping out in store locations

     WHERE DEPARTMENTS ARE LOCATED ?


     HOW CONSUMERS CIRCULATE THROUGH THE STORE ?
     HOW MUCH SPACE IS DEDICATED TO EACH DEPARTMENT?
    Layout- Traffic Flow

     Store Layout should be a balance between productivity of space and


    giving customers adequate space to shop.

    23
    Types of Layout

     Grid layout
     Racetrack layout
     Free form / boutique layout

    24
    Racetrack Layout

    Loop with a major aisle that has access to departments and store’s multiple
    entrances.
     Draws customers around the store.
     Provide different site lines and encourage exploration, impulse buying
     Used in department stores

    29
    JCPenney Racetrack Layout

    30
    Example of Race Track Layout

    31
    5 . DESIGN SPECIFIC FLOOR
    PLAN
     ARRANGE ALL PARTS INTO A WHOLE – LIKE FIXING A
    JIGSAW PUZZLE AND MAKE ADJUSTMENTS

     ARRANGE ALL DEPARTMENTS KEEPING IN MIND


    CONSUMER BEHAVIOR FOR DIFFERENT DEPARTMENTS
    ITEM PLACEMENT - The Space
    Management Concept
    The Planogram
    A planogram is a retailer's drawing (blueprint) which visually communicates
    how merchandise and props physically fit onto a store fixture or window
    to allow for proper visibility and price point options.

    35
    Planogram

     Balance between
     Proper visual impact and presentation
     Financial analysis

     Computer plots the planogram based on retailer’s priorities

    36
    37
    38
    Planogram Creation
     Planograms are created by Category Space Managers based on
     Availability data
     PDHs (supplied by suppliers) and
     Planogram hierarchy
    Purchase Decision Hierarchies (PDH),
    based on shopper research, have been
    sourced from vendors….
    Laundry

    Services Retail

    Post Wash
    Laundries Pre Wash Wash Post Wash
    Care

    Laundry Wash Optical Cupboard


    Dry Cleaners Bleaches Powders Bars Flakes Liquids Tablets
    Soaps Tools Whitener Fresheners

    Cuff & Washing Hand Hand Hand Ironing


    Dhobis Starch
    Collars Machine Wash Wash Wash Aids

    Treatment
    Agents Fabric Naphthalene
    Ironing Premium Premium Premium
    Stain Conditioner Balls
    Removers

    Mid Price Mid Price Mid Price blues

    Mass Mass
    …. and applied on shelf

    Laundry
    Retail
    Wash Pre and Post Wash Care

    Machine Wash Hand Wash


    Consumer Purchase Decision Tree

    Source: HLL
    Hair Care View by Sub Category
    Hair Care View by Brand
    ELEMENTS OF STORE ENVIRONMENT
    II - MERCHANDISE
    PRESENTATION
     MATCHING MERCHANDISE TO FIXTURES AND NOT VICE
    VERSA
    Types of Apparel Display Fixtures

    Gondola Straight Rack

    Rounder 52
    Four-Way
    Visual Merchandising

    Can be termed as the orderly, systematic, logical and


    intelligent way of putting stock on the floor- enables
    the customer to buy quickly, efficiently and
    comfortably.

    INCLUDES USAGE OF THEATRICAL PROPS AND SCENE


    SETTING IN ADDITION TO THE MERCHANDISE OF THE
    STORE.
    53
    Methods of Display

     Color Dominance

     Idea oriented Presentation

     Presentation by price

    54
    1“ color ”
    Consumers are more apt to buy
    merchandise that shows full size
    and color assortments.
    55
    1“ color ”

    56
    ELEMENTS OF STORE ENVIRONMENT
    III – VISUAL
    COMMUNICATION
    VISUAL COMMUNICATION

     STORE SIGNAGE AND GRAPHICS


     NAME , LOGO, RETAIL IDENTITY
     INSTITUTIONAL SIGNS – “ ALWAYS FRESH “
     DIRECTIONAL , DEPARTMENT AND CATEGORY SIGNS
     POS SIGNS
    Visual Communications

    • Coordinate signs and graphics with the store’s image.


    • Inform the customer.
    • Use signs and graphics as props.
    • Keep signs and graphics fresh.
    • Limit the copy of signs.
    • Use appropriate typefaces on signs
    • Create theatrical effects.

    60
    Sainsbury’s In store

    61
    ELEMENTS OF STORE ENVIRONMENT
    IV - STORE DESIGN
    STORE DESIGN

     EXTERIOR
     STORE FRONT
     WINDOWS

     INTERIOR
     FLOORING
     CEILING
     LIGHTING
     SOUND AND SMELL
    Exterior Planning

    • Storefront
    • Marquee
    • Store entrances
    • Display windows
    • Exterior building height
    • Surrounding stores and area
    • Parking facilities
    Alternatives in Planning a
    Basic Storefront
    • Modular structure
    • Prefabricated structure
    • Prototype store
    • Recessed storefront
    • Unique building design
    General Interior

    • Flooring • In-store transportation (elevator,


    escalator, stairs)
    • Colors
    • Dead areas
    • Lighting • Personnel
    • Scents • Merchandise
    • Sounds • Price levels
    • Store fixtures • Displays

    • Wall textures • Technology


    • Store cleanliness
    • Temperature
    • Aisle space
    • Dressing facilities
    The Impact of Lighting and
    Flooring
    Tradeoff in Store Design

    Ease of locating
    merchandise for
    planned purchases

    Exploration of
    store, impulse
    purchases

    69

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