Chapter 2: The Retail Industry Part 2: Store Image

Objectives: Understand that a stores image is influenced by its design, layout and presentation of merchandise Demonstrate your ability to present merchandise attractively on sales floors, fixtures and in windows Assess the effectiveness of some retail practices

Store Image
Overall impression that customers have of the store
Funky Cosy Expensive Classy Simple Cool Overall Impression Clean Reliable Trendy Exciting

Value-for-money

Store Image
Different elements make up a store image (overall impression)
Store Design Lighting Product Selection Customer Service Product Price Fixtures Store Layout Presentation of Merchandise

Store Image
Retailers who are successful apply some or all of these elements to create a store image that is different from their competitors

Be DIFFERENT to catch customers ATTENTION

Store Design
The appearance of the store Most important element in making a store look attractive E.g. Far East Plaza
Simple store design Bright colours Active lighting Funky posters = fun and exciting products + affordable To attract young customers (fashionable streetwear, trendy accessories)

What does Store Design include?

Exterior of a store Interior of a store

Exterior of the Store (attracts and encourages passing customers to enter)

Display window

Visible area located beside the store entrance Used to showcase merchandise

Exterior of the Store (attracts and encourages passing customers to enter)

Storage Signage

Shows the store name and/or logo Easy to read and remember Reflect the store image

Exterior of the Store (attracts and encourages passing customers to enter)

Entrance

Make the customer feel welcome Wide, open and inviting Allows attractive interior to be seen

Interior of the Store

Ceiling, flooring and walls Design of store interior must be in harmony with that of the exterior to present the right image Affects buying mood and decision to buy E.g. white flooring = cleanliness E.g. carpeted/wooden flooring improves quality image

Interior of the Store (Fig 2.13)

High ceiling, sparkling floor and spaced out walls = relaxed and spacious atmosphere Attractive graphics and signs provide information and beautify the store Quality lighting lights up the store + makes merchandise more visible Encourage customers to shop

Store Layout
A store without fixtures and products is an empty space. Retailer must decide what to put in this empty space by drawing a store layout plan Needs to plan store layout to show arrangement and location of things (fixtures, products, cashier counters, fitting rooms) Ensure that the use of space is maximised

Store Layout

What Must the Retailer Consider When Planning Store Layout?

How to allocate more space to products that are profitable and sell well How the products should be displayed What types of fixtures to use Where the fixtures should be located Where the cashier counters should be located Where the fitting rooms or storerooms should be located

Store Layout
Determine how a customer will walk within the store Allow enough space for customers to browse and view products Most common type of floor layout is grid pattern layout (Fig 2.15)
Straightforward and makes good use of space Easy for customers to walk around, encourages self-service and discourages shoplifting

Presentation of Merchandise (products that are bought or sold)

Shoppers evaluate appearance and image of stores before they decide which store to enter Stores appearance must quickly make a good impression The products in the display window must be well-presented (Please come in to look at me) Inside the store, products must be well-presented on the selling floor and fixtures (Please buy me)

Ways to Present Merchandise

In the window

On the selling floor

On the fixtures

How to Present Merchandise in the Window?

Decide on a theme (based on merchandise or event) Select suitable merchandise and props Arrange merchandise and props (attract attention) Ensure enough lighting (see clearly)

How to Present Merchandise on the Selling Floor?

Divide merchandise into various categories Think about how customers will shop for the various categories of merchandise Decide where to put the various categories Use cross-presentation idea to present merchandise
put related products together to encourage customers to buy more

How to Present Merchandise on the Fixtures?

Use fixtures such as racks, hang bars, shelves and tables

Select a suitable fixture to match merchandise Decide on the amount of merchandise to be put on the fixtures Arrange merchandise neatly and attractively on the fixtures

Case Study on 77th Street

Founded by Ms Elim Chew in 1988 Chain of specialty stores Offers a unique range of street wear, fashion and accessories Appeal to youths and young adults First street wear brand in Singapore First retail outlet in Far East Plaza

Case Study on 77th Street

Grown rapidly As at 2007, 14 outlets A new concept accessories store at Ang Mo Kio Trendsetter for hip street wear, fashion and accessories (Singapore and Beijing) Loyal customers (aged between 12 and 40)

Store Characteristics of 77th Street

Distinctive store design
bright colours, active lights strong graphics)

Clear storefront
clear store name open entrance

Store Characteristics of 77th Street

Open Ceiling and concrete floor concept
Energetic display Brings out the style of each product

Display is changed regularly

Keep up-to-date with interests of shoppers

Appropriate fixtures to display products Arranges merchandise

Group and display them according to various categories