Professional Documents
Culture Documents
Chap 018
Chap 018
PPT 18-1
Chapter 18
McGraw-Hill/Irwin
PPT 18-2 Retailing Management, 5/e
Levy/Weitz: Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Store Management
PPT 18-3
REI’s Store Environment
PPT 18-4
Store Design Objectives
PPT 18-5
Tradeoff in Store Design
Easy of locating
merchandise for
planned purchases
Exploration of
store, impulse
purchases
PPT 18-6
Types of Store Layouts
• Grid
• Racetrack
• Free Form
PPT 18-7
Grid Layout
Long gondolas in repetitive pattern.
• Cost efficient
Fruit
Books, magazines, seasonal Cart
display area
Vegetables Checkouts
Entrance
Office &
customer
service
Exit
PPT 18-9
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
PPT 18-10
JCPenney Racetrack Layout
PPT 18-11
Example of Race Track Layout
PPT 18-12
Free-Form (Boutique) Layout
PPT 18-13
Free-Form Layout
Accessories
Tops
Checkout counter
Casual Wear
Tops
Pants
Clearance
Feature Feature
PPT 18-14
Example of Boutique Area
PPT 18-15
Display Areas
Feature areas
– End caps
– Promotional aisle
– Freestanding
fixtures
– Point-of-sale areas
– Walls
PPT 18-16
Designing a Webpage:
Lessons from Store Design
• Simplicity matters
• Getting around
• Prioritize
• Design layout based on what you want to
accomplish
• Follow the standards of the industry leaders
PPT 18-17
Space Planning
PPT 18-18
Space Planning Considerations
• Profitability of merchandise
• Customer Buying considerations
– Impulse products near front
– Demand/Destination areas off the beaten path
• Physical characteristics of product.
• Complementary products should be adjacent
• Sales rate
– More units of faster selling merchandise need to be
displayed
PPT 18-19
Prime Locations for Merchandise
PPT 18-20
Special Considerations
PPT 18-21
Visual Merchandising
PPT 18-22
Visual Merchandising
PPT 18-23
Visual Merchandising
PPT 18-24
Visual Merchandising
PPT 18-25
Visual Merchandising
• Visual Merchandising.
PPT 18-26
Financial Comparison Report for Existing & Proposed
Salad Dressing Planogram
Gross
Margin Sales Unit Sales Inventory
Brand Per Week Per Week Per Week Turnover
PPT 18-27
Financial Comparison Report for Existing
& Proposed Salad Dressing Planogram
Gross
Margin Sales Unit Sales Inventory
Brand Per Week Per Week Per Week Turnover
PPT 18-28
Financial Comparison Report for Existing & Proposed
Salad Dressing Planogram
Gross
Margin Sales Unit Sales Inventory
Brand Per Week Per Week Per Week Turnover
Net Change
1. 7SEAS $0.00 $0.00 0.00 0.00
2. DUNNE 6.97 46.20 44.00 26.00
2. HV RANCH $0.00 $0.00 0.00 0.00
3. KENS STK $0.00 $0.00 0.00 0.00
4. KRAFT ($1.43) ($9.45) -9.00 3.64
5. NWMN OW $0.00 $0.00 0.00 0.00
6. PRS CHOI $0.00 $0.00 0.00 0.00
7. WLD FRMS $0.00 $0.00 0.00 0.00
8. WSHBN $0.00 _$0.00 0.00 0.00
TOTALS $5.54 $36.75 35.00 0.66
PPT 18-29
Evaluating Space Productivity
PPT 18-30
Merchandise
Presentation Techniques
• Idea-Oriented Presentation
• Style/Item Presentation
• Color Organization
• Price Lining
• Vertical Merchandising
• Tonnage Merchandising
• Frontal Presentation
PPT 18-31
Types of Apparel Display Fixtures
Rounder Four-Way
PPT 18-32
Straight Rack
PPT 18-33
Rounder
PPT 18-34
Four-Way
PPT 18-35
Gondola
PPT 18-36
Creating a Store Environment
Color Lightin
g
Store
Atmosphere
Scent Musi
c
PPT 18-37
Visual Communications
• Highlight merchandise.
• Downplay features.
PPT 18-39