Marketing bán hàng - Chapter 18: Store layout, design and visual merchandising

Chapter 18Store Layout, Design and Visual MerchandisingManaging the StoreStore Management Layout, Design andVisual MerchandisingCustomer Service2REI’s Store Environment3Store Design ObjectivesImplement retailer’s strategyInfluence customer buying behaviorControl design and maintenance costsProvide flexibilityMeet legal requirements 4Store Design The primary objective of store design is implementing the retailer’s strategy(c) Brand X Pictures/PunchStockC. Borland/PhotoLink/Getty ImagesMeets needs of target marketBuilds a sustainable competitive advantageDisplays the store’s image5Impact on Customer BehaviorAttract customers to storeEnable them to easily locate merchandiseKeep them in the store for a long timeMotivate them to make unplanned purchasesProvide them with a satisfying shopping experienceH. Wiesenhofer/PhotoLink/Getty Images6Today’s Demographics Time limited families are spending less time planning shopping trips and making more decisions in the stores. Retailers can: Advertise Package products differently Research the “first moment of truth”Royalty-Free/CORBIS7Tradeoff in Store DesignEase of locating merchandise for planned purchasesExploration of store, impulse purchasesRoyalty-Free/CORBIS(c) image100/PunchStock8Legal Considerations Americans with Disabilities Act (ADA) Protects people with disabilities from discrimination in employment, transportation, public accommodations, telecommunications and activities of state and local governmentAffects store design as disabled people need “reasonable access” to merchandise and services built before 1993. After 1993, stores are expected to be fully accessible.(c) Stockbyte/PunchStock9Reasonable AccessWhat does that mean?32 inch wide pathways on the main aisle and to the bathroom, fitting rooms elevators and around most fixturesLower most cash wraps and fixtures so they can be reached by a person in a wheelchairMake bathroom and fitting room fully accessibleKeith Brofsky/Getty Images10Types of Store LayoutsGridRacetrackFree Form11Grid LayoutLong gondolas in repetitive pattern. Easy to locate merchandiseDoes not encourage customers to explore storeLimited site lines to merchandiseAllows more merchandise to be displayedCost efficientUsed in grocery, discount, and drug stores. Why?The McGraw-Hill Companies, Inc./Andrew Resek, photographer12Grid Store LayoutFruitVegetablesOffice & customer serviceBooks, magazines, seasonal displayReceiving & storageExitEntranceCart areaCheckouts13Racetrack LayoutLoop 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 buyingUsed in department stores14JCPenney Racetrack Layout 15Example of Race Track LayoutPhotoLink/Getty Images16Free-Form (Boutique) LayoutFixtures and aisles arranged asymmetricallyPleasant relaxing ambiance doesn’t come cheap – small store experienceInefficient use of spaceMore susceptible to shoplifting – salespeople can not view adjacent spaces.Used in specialty stores and upscale department storesJack Star/PhotoLink/Getty Images17Free-Form LayoutStorage, Receiving, MarketingUnderwearDressing RoomsCheckout counterClearance ItemsFeatureFeatureJeans Casual Wear StockingsAccessoriesPantsTopsTopsSkirts and Dresses Hats and HandbagsOpen Display WindowOpen Display Window18Michael Evans/Life File/Getty ImagesExample of Boutique Area19Usage of Signage and GraphicsLocational – identifies location of merchandise and guides customersCategory Signage – identifies types of products and located near the goodsPromotional Signage – relates to specific offers – sometimes in windowsPoint of sale – near merchandise with prices and product informationLifestyle images – creates moods that encourage customers to shop20Effectively Using SignageCoordinate signage to store’s imageUse appropriate type faces on signs Inform customersUse them as propsKeep them freshLimit textRim Light/PhotoLink/Getty Images21Digital Signage Visual Content delivered digitally through a centrally managed and controlled network and displayed on a TV monitor or flat panel screenSuperior in attracting attentionEnhances store environmentProvides appealing atmosphereOvercomes time-to-message hurdleMessages can target demographicsEliminates costs with printing, distribution and installing traditional signage22Feature AreasFeature areasEnd capsPromotional aisleFreestanding displaysCash wrapsWallsWindowsPhotoLink/Getty Images23Space PlanningProductivity of allocated spaceMerchandise inventory turnoverImpact on store salesDisplay needs for the merchandisePhotodisc/Getty Images24Space Planning ConsiderationsProfitability of merchandiseCustomer Buying considerationsImpulse products near frontDemand/Destination areas off the beaten path Physical characteristics of product.Complementary products should be adjacent Sales rateMore units of faster selling merchandise need to be displayed25Envirosell’s ObservationsAvoid the butt-brush effectPlace merchandise where customers can readily access itLet customers touch the merchandiseMake information accessibleRoyalty-Free/CORBIS26Prime Locations for MerchandiseHighly trafficked areasStore entrances Near checkout counterHighly visible areasEnd aisleDisplaysThe McGraw-Hill Companies, Inc./Andrew Resek, photographer27Location of Merchandise CategoriesImpulse merchandise – near heavily trafficked areasDemand merchandise – back left-hand corner of the storeSpecial merchandise – lightly trafficked areas (glass pieces)Adjacencies – complimentary merchandise next to each other28Straight Rack29Straight RackHolds a lot of apparelHard to feature specific styles and colorsFound often in discount and off-price storesRoyalty-Free/CORBIS30RounderSmaller than straight rackHolds a maximum amount of merchandiseEasy to move aroundCustomers can’t get frontal view of merchandise31Four-WayHolds large amount of merchandiseAllows customers to view entire garmentHard to maintain because of styles and colorsFashion oriented apparel retailer 32Gondola33Gondolas Versatile Grocery and discount stores Some department stores Hard to view apparel as they are foldedRoyalty-Free/CORBIS34Merchandise Presentation TechniquesIdea-Oriented PresentationStyle/Item PresentationColor OrganizationPrice LiningVertical MerchandisingTonnage MerchandisingFrontal PresentationRoyalty-Free/CORBIS35Creating a Store EnvironmentColorScentMusicLightingStore Atmosphere36Lighting Highlight merchandise Structure space and capture a mood Downplay featuresThe McGraw-Hill Companies, Inc./Lars A. 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