Copyright © 2016 by McGraw Hill Education (India) Private Limited.

VISUAL MERCHANDISING
STORE DESIGN, LAYOUT
AND
 LEARNING OBJECTIVES

Copyright © 2016 by McGraw Hill Education (India) Private Limited.

 Understand the concept of store design
 List the principles of retail design

 Describe the elements of exterior store design

 Discuss the elements of interior store design

 Explain the concept of visual merchandising in retail

 Use the tools of visual merchandising

 UNDERSTAND THE CONCEPT OF STORE
DESIGN

Copyright © 2016 by McGraw Hill Education (India) Private Limited.

 Retail store design or ‘retail design’ covers all aspects of the
design of a store ranging from: store frontage, fascia and
signage, to the internal elements of furniture, merchandising,
display, lighting, graphics, point of sale and decoration.
 Retail store design acts on the conscious and subconscious
level, and has an effect upon the consumer’s perceptions of a
brand or retailer as the quality of the goods themselves.
 Retail Design is a creative science aimed facilitating economies
of scale and enabling a retailer to produce multiples of the same
experience globally.
THE PRINCIPLES OF STORE DESIGN

Copyright © 2016 by McGraw Hill Education (India) Private Limited.

TOTALITY FOCUS

PRINCIPLES
OF STORE
DESIGN

EASE OF CHANGE AND

SHOPPING FLEXIBILITY

Continued…
 THE PRINCIPLES OF STORE DESIGN

Copyright © 2016 by McGraw Hill Education (India) Private Limited.

 The Principles of Store Design are as follows:
 The first principle of store design is Totality.
 The second principle is of Focus, wherein while aspiring to create
beautiful places for the consumer to shop in, the retailer should not
forget that the primary focus within the store has to be the product or
the merchandise.
 The third principle is of Ease of Shopping; the store has been created
for the customer, it has to be easy for him to navigate, easy to access
and most importantly simple to understand.
 The last principle is of Change and Flexibility; store designs
increasingly have to be adaptable to the environment that they are a
part of.
ELEMENTS OF STORE ENVIRONMENT
The environment,
which is created in the
retail store, is a
combination of the
exterior look of the
store, the store
interiors, the
atmosphere in the
store and the events,
promotions and the
themes, which form a
part of the retail store.
ELEMENTS OF STORE DESIGN

Copyright © 2016 by McGraw Hill Education (India) Private Limited.

Frontage & Parking
Entrance
Ext.
Display
Space
Building Location
Architecture
Health
&
Safety Store Design Access

Store ‘Theme
Target Merchandise
Customers Mix
EXTERIOR STORE DESIGN

Copyright © 2016 by McGraw Hill Education (India) Private Limited.

 The exterior store design is a combination of the place where
the store is located. In case the retail store is located in a
shopping center or mall, the architecture and the overall look
of the mall or center has to be taken into consideration.
 Very often in a shopping mall, the exterior store design may be
decided upon by the mall developer/promoter in an effort to
ensure consistency in the look.
 The kind of image being projected by the promoters also
influences the image of the retail store. For example, a retail
store located in a five-star hotel carries the image of the five-
star hotel.
STORE MARQUEE AND STOREFRONT

Copyright © 2016 by McGraw Hill Education (India) Private Limited.

 Store marquee is the first mark of identification of
the retailer or the retail store.
 It helps the retailer identifying the store and attracting customers
and is an integral part of the building facade.
 Storefronts are typically straight fronts, angled fronts or arcade
fronts.
 The store exterior should be inviting for a customer to actually
enter the store.
 It is ideal if the entrance has good lighting and is safe from the
customer’s point of view, i.e., it is not cluttered and has doors,
which are easy to open, etc.
 INTERIOR STORE DESIGN

Copyright © 2016 by McGraw Hill Education (India) Private Limited.

 Interior store design is a function of the aesthetics within the
store, the merchandise sold within and the space used for the
same and the overall layout of the store for selling the
merchandise.
 The elements of interior store design are as follows:
 Space Planning
 Atmospherics and Aesthetics
 The Layout
SPACE PLANNING

Copyright © 2016 by McGraw Hill Education (India) Private Limited.

 This helps to determine:
 The location of various departments.

 The location of various products within the department –

the creation of planograms.

 The pros/cons of specific locations, impulse products,

destination areas, seasonal products, products with specific
merchandising needs, adjacent departments.

 The relationship of space to profitability.

ATMOSPHERICS AND AESTHETICS

Copyright © 2016 by McGraw Hill Education (India) Private Limited.

 Atmospherics is the design of an environment with the
help of visual communications, lighting, color, music
and scent, to stimulate customer’s perceptual and
emotional responses, and thereby influence their buying
behavior.

 Aesthetics takes into consideration factors like the actual

size of the store, the colors, textures, etc., used within the
store to create a particular look and feel for the store.
STORE INTERIORS

Copyright © 2016 by McGraw Hill Education (India) Private Limited.

 Fixture
 Flooring and ceilings
 Lighting
 Graphics - Theme graphics, Campaign graphics,
Promotional graphics
 Signages - Merchandise related, Directional signs,
Instructional signs, Courtesy signs, Store Directory
STORE LAYOUT

Copyright © 2016 by McGraw Hill Education (India) Private Limited.

 This is integral to the internal look of the store is the store
layout.
 The layout of the store is the manner in which merchandise or
products have been arranged in a retail store.
 It helps movement of the customer within the store.
 A layout is like a plan for the store.
 It is meant to aid movement and flow of customers, so that
they move through the entire store.
TYPES OF STORE LAYOUT

Copyright © 2016 by McGraw Hill Education (India) Private Limited.

 There are three types of store layout:
 Grid Layout
 Racetrack Layout
 Freeform Layout

Continued…
 GRID LAYOUT

Copyright © 2016 by McGraw Hill Education (India) Private Limited.

 The grid layout is the one most commonly used in
supermarkets and discount stores.

 While one area of display is along the walls of the store, the
other merchandise is displayed in a parallel manner.

 It allows for movement within the area and uses space

effectively.

 It is, therefore, a preferred layout in many retail stores that

adopt self-service.

Continued….
Copyright © 2016 by McGraw Hill Education (India) Private Limited.
Continued…
RACETRACK LAYOUT

Copyright © 2016 by McGraw Hill Education (India) Private Limited.

 The racetrack layout is also called the loop layout.
 The display is in the form of a racetrack or a loop with a
major aisle running through the store.
 The aisle provides access to various shop-in-shops or
departments within the store.
 This layout is popularly found in department stores.
Secondary aisles within each section may link individual
merchandise sections within the departments.

Continued…
Copyright © 2016 by McGraw Hill Education (India) Private Limited.
Continued…
FREEFORM LAYOUT

Copyright © 2016 by McGraw Hill Education (India) Private Limited.

In a freeform, merchandise is arranged in an
asymmetrical manner. It allows for free movement and is
often used in department stores to encourage people to
browse and shop. This type of a layout may not allow for
maximum utilization of retail space available.
The entire store may bear a resemblance to a shop-in-
shop. Retailers may adopt variations of the boutique
layout and may create other layouts like a “Y Layout”,
an “S Layout” or a “Q Layout”.

Continued….
Copyright © 2016 by McGraw Hill Education (India) Private Limited.
Q LAYOUT AND S LAYOUT

Copyright © 2016 by McGraw Hill Education (India) Private Limited.

Clearance
items
Dresses

Q S
Staples and
Fresh
Food skirts
Snacks
Tops
and
pants Accessories
Breads
Confectionery Dairy
Casual
wear

Continued….
 Copyright © 2016 by McGraw Hill Education (India) Private Limited.
Continued….
Indian wear
Accessories

Y
Western wear
Y LAYOUT
CIRCULATION PLAN

Copyright © 2016 by McGraw Hill Education (India) Private Limited.

 Every retailer would want a customer entering his store to circulate
through the entire store.
 Most retailers adopt the policy of strategically placing
demand/destination products and impulse products at various points
in the store.
 This encourages people to move and browse around the store, taking
in products or items, which have been stocked.
 Many a times, a retail store may also have a separate entrance and
exit.
 Such an arrangement necessarily requires the customers to cover a
certain length of the store, before exiting the store.
VISUAL MERCHANDISING

Copyright © 2016 by McGraw Hill Education (India) Private Limited.

 Visual merchandising can be termed as the orderly,
systematic, logical and intelligent way of putting stock
on the floor.

 Visual merchandising technically can be defined as the

art of persuasion through presentation, which puts the
merchandise in focus.
 ROLE OF
VISUAL MERCHANDISING

Copyright © 2016 by McGraw Hill Education (India) Private Limited.

The primary role of visual merchandising include:
 Enabling sales of the products/services sold by the
retailer.
 Informing and educating the consumer about the
product/services in the store.
 Enabling ease of shopping for the consumer by
informing about colors, sizes, prices, and the basic
location of the product.
 Creating and enhancing the store’s image.
TOOLS USED FOR VISUAL
MERCHANDISING

Copyright © 2016 by McGraw Hill Education (India) Private Limited.

 All the elements of the store can play a role when it
comes to creating visual impact on the consumer.
 Apart from using the product/s to make a visual impact
on the consumer.
 Some of the commonly used visual impacts are:
 Colors & Textures
 Props and Fixtures

 Windows

 Lighting

 Mannequins
 Copyright © 2016 by McGraw Hill Education (India) Private Limited.
THE PLANOGRAM
METHODS OF DISPLAY

Copyright © 2016 by McGraw Hill Education (India) Private Limited.

 Color Dominance: This is the simplest and the most direct method of
presenting merchandise. In such a display, merchandise is primarily
displayed by colour. Within the color display, the products may be
displayed by size and style.

 Co-ordinated Presentation: Many a times, it is effective to present

merchandise in a co-ordinated manner. Presentation by co-ordination
may be done for garments and can also be done for home fashions,
bed & bath linens and even kitchen requisites.

 Presentation by Price: In such a display, the inexpensive, bargain or

sale merchandise is displayed first. The volume of the product and the
saving is dominant.
COMMON ERRORS IN
CREATING THE DISPLAY

Copyright © 2016 by McGraw Hill Education (India) Private Limited.

 Clutter

 Lack of an Underlying Theme

 Too Many Props

 Dirty floors

 Poor Lighting
Copyright © 2016 by McGraw Hill Education (India) Private Limited.
Copyright © 2016 by McGraw Hill Education (India) Private Limited.