STORE DESIGN

AND
LAYOUT
PRESENTED BY- SAKET
SHARMA
VINIT PATIDAR
NITIN MISHRA
A GOOD STORE DESIGN HELPS IN……
 Get customers into the store
 Serves a critical role in the store selection process
 Important criteria include cleanliness, merchandize display and well-stocked
shelves
 The store itself makes the most significant and last impression
► Once they are inside the store, convert them into customers -The
more merchandise customers are exposed to that is presented in an
orderly manner, the more they tend to buy

► Retailers are now focusing more attention on in-store marketing –

In the form of store design, merchandise presentation, visual displays,
and in-store promotions, usually leads to greater sales and profits
(bottom line: it is easier to get a consumer in your store to buy more
merchandise than planned ,than to get a new consumer to come into
your store
Objectives of Good Store Design
 

 Be consistent with image and strategy

 positively influence consumer behavior
 consider costs versus value
 be flexible
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
Types of Floor Space in Store

• Back Room – receiving area, stockroom

• Offices and Other Functional Space –
employee break room, store offices, cash office,
restrooms
• Aisles, Service Areas and Other Non-Selling
Areas - Moving shoppers through the store,
dressing rooms, layaway areas, service desks,
customer service facilities
• Merchandise Space – Floor,Wall
SOME SECRETS OF GOOD LAYOUT

• Important location within a store- ENTRANCE DOOR

,RIGHT SIDE, NEAR AISLES, NEAR ESCALATORS
AND POINT OF SALE.
• IMPULSE PRODUCTS – like perfumes, magazines,
cosmetics so are near the front of the store where they
can be seen from outside and can draw people inside.
• DEMANDED / DESTINATRION AREAS - AT THE END OF
THE STORE, UPPER FLOORS.

• Demand/destination areas because the demand is created before

customers get into the store and find their destination.

• Products like furniture requiring a lot of floor space are kept in

least desirable location.

• COMPLIMENTARY PRODUCTS ARE KEPT ADJACENT TO

EACH OTHER.
 FIXTURES
•  Primary purpose is to efficiently hold and display
merchandise .
• They must also define areas of a store and encourage
traffic flow
• Must be in connect with other physical aspect of the
store.
TYPES OF FIXTURES USED IN RETAIL

FOUR WAY
GONDOLA
 Straight Rack – long pipe suspended with supports to the
floor or attached to a wall

Round Rack – round fixture that sits on pedestal

 WALL FIXTURES

 To make store’s wall merchandisable, wall usually

covered with a skin that is fitted with vertical columns
of notches into which a variety of merchandize can be
inserted

 Can be merchandised much higher than floor fixtures .

 LAYOUT
• Need to determine the basic layout of the store • Use
signage to guide customers through the store and assist
them in locating and finding info about merchandise
• variety of approaches used to feature specific products
• layouts- method of encouraging customer exploration –
present them with a layout which facilitates a specific
traffic pattern.
• Eg. Toys R uses a specific layout which forces
customers to move through a sections of inexpensive
impulse purchase products to larger more expensive
goods
• 3 types of layouts –
Grid
Racetrack
free form
 Grid layout
Has parallel aisles with merchandise on shelves on both sides
of aisles, Cash registers located at the entrance/exit.

Well suited for shopping trips in which customer needs to move

through entire store and easily locate the products they want to
buy. Eg grocery – supermarkets. Cost efficient, less wasted
space, all aisles are of same width.

Use of shelves- more merchandise on sales floor.

Low cost standardized fixtures.

Not visually exciting design.

customers not exposed to all of the merchandise.

 Racetrack layout
.
Provides a major aisle that loops around the store to
guide customer traffic around various depts. To direct
customers through the stores, aisles must be defined by
change in surface/color. cash register stations are
typically located in each dept bordering the racetrack
Facilitates the goal of getting customers to see the
merchandise available in multiple depts and facilitate
impulse purchase. Customers forced to take diff viewing
angles.

Customers forced to take diff viewing angles.

 Free form layout
Free form layout Boutique layout, arranges fixtures and
aisles in an asymmetric pattern. Use in small specialty
stores or within depts of large stores.

Provides an intimate and relaxing environment that

facilitates shopping and browsing.

No well defined traffic pattern, customers are not drawn

towards the store naturally.

Personal selling becomes more important .

Layout sacrifices some retail storage and display space

to create a more spacious environment.
 Space planning in retail stores

Retail space planning refers to the practice of designing a retail

store layout in a way that guides customers easily around the
premises. This process involves looking at several factors,
including product placement, traffic flow and floor plans
 Interior atmospherics

Interior atmospherics refers to all aspects of physical

environment found inside the store. Point-of -purchase
interaction and retail unit decoration influences the customer
and in turn sales of the retail unit. Store physical environment
has influence on the shopping behaviour through mediating
emotional states. The retail unit environment contains various
stimuli that might be perceived by the customer's senses and
each stimulus offers many options with regard to shopping
behaviour. For example, store music varies by volume, tempo,
pitch and texture and by the specific songs played. In addition,
various individual stimuli can be combined to create unique
atmospheres. To project an upscale image, a retailer owner
/manager might choose folk music, modest colours, elegant
perfumes, cool temperatures, inadequately displayed
merchandise, and low lighting.
Two key aspects of internal atmospherics are:

a) Retail Store Image: It is one of the most powerful components of

retail positioning strategy and one of the most powerful tools in
attracting, influencing, and satisfying consumers. Retailer or manager
is expected to design or redesigned a store, with an objective of
influencing customers buying decisions and shopping behaviours. For
example McDonald uses bright lights in their stores as it keeps the
customers in high spirits and ensures high activity level. On the other
hand, a typical south Indian restaurant maintains duller lighting,
which ensures a subdued customer activity level and makes sure that
most of them remain confined to their tables.

b) Music: Music is one of the key environmental variables that can

impact shoppers. Environmental factors like music affect the time
spent in the store, propensity to shop and satisfaction with the
shopping experience.
 Visual merchandising
Visual merchandising is a marketing practice that uses floor
plans, color, lighting, displays, technology, and other elements
to attract customer attention. Its ultimate purpose is to use the
retail space to generate more sales.
A visual merchandiser is the person behind the magic. They
combine marketing principles, retail merchandising knowledge,
and creativity to use the space and layout of the store to present
the store’s inventory in a positive way. They are professionally
trained and may be tasked to manage the following:
•Window installations
•In-store displays
•Interactive displays
•Shelving
•Point-of-sale displays
•Posters
•Price tickets
•Promotional / seasonal displays
•Mannequin styling
 Components of exterior design
  • Many a times exterior draws attention and provides first
impression to others.Intresting window displays, an impressive
building, and inviting entrance all entice C to enter store. Even
a style of shop sign/name board forms an input for C, Retailers
are aware today about impact of exterior for favorable image of
store.

• Exterior store design is a function of 1-location and

combination of facilities like site, ease of access, parking,2-
building architecture,3-frontage and entrance,4- exterior display
space, 5- health and safety provisions mainly in west. Some
retailers use frontage to showcase campaigns or use heritage
buildings for a look of store. Theme for exterior depends on
target to serve and merchandise mix to be offered.
 • In case store located in mall or center overall look of the mall
or center, its image decides the exterior. Store located in Taj
also gets same tag.

• Exterior store design –a combo of store

windows+lightings+identity, commonly known as ‘marquee’.

The important exterior design considerations  for the 

retail store  design are:

1. New Building versus Existing Facility

2. Restrictions
3.  Color  and Materials
4. Signs
5.Windows
6. The Store Entrance
7. Store Name
8. Theft Prevention
9. Multilevel
Stores