Store Planning

Store Image and Target Customer

The major element in consumer view of a store:

The location Size Type Quality After sales experience Emotional attachment

Objectives of the Store Environment

Get customers into the store (store image)
Serves a critical role in the store selection process

The store itself makes the most significant and last impression

Once they are inside the store, convert them into customers buying merchandise (space productivity)
The more merchandise customers are exposed to that is presented in an orderly manner, the more they tend to buy

Objectives of Good Store Design

Design should:
be consistent with image and strategy positively influence consumer behavior consider costs versus value be flexible recognize the needs of the disabled

Element of store design

Element Of Store design

Exterior Store design The store marquee. The store Front. Interior Store design Space planning. Atmospherics & aesthetics Layout Circulation plan

Principles of Effective store design ,Store design layout

Principles

Totality, Vision, Mission, Focus..merchandise and Sale Ease of Shopping Change And Flexibility

Exterior Details of a store:

Store Front (Faade) Marquee ( The Logo sign or the sign board). Entrance Display windows. Size of building. Visibility Uniqueness. Surrounding stores.

Store Faade: (Frontage)

Faade is the face or the front frame of the shop on which the other essential elements of the Exterior designs are added on. The faade gives the first impression of the personality of the store to the customer. The faade has to blend with the immediate location,the parking space and other facilities if any.

Comments on Store Faade:

Every good store is like a Good story,and the Faade is the first chapter of the story.Kevin Brailsford VP of Blockbuster. As the first impression the storefront calls out Im cheap.. or Im sophisticated.. or Im cool..Sam Walton..CEO Walmart.

Store Faade

Elegance

Ruggedness

Ruggedness:

Fun n Play

Individuality:
.

Privacy

Trendy

Trendy and Modern:

Trendy and Modern:

Friendly and cosy:

Friendly:

Friendliness

Marquee:(Exterior sign).
It catches the customers awareness and announces the stores identity. A good association of the marquee with the company logo will reinforce brand loyalty. It is a strong means of marketing communication and adds to the elegance of the Faade.

Entrance
Retail entrance should draw in customers into the store through visual appeal and physical convenience. The number and type of entrance should depend on the location,the type and density of traffic and security considerations.Doors may be electric,revolving or regular push-pull type. Climate controlled entries provide welcome draught of warm or cold air as is deemed to be comfortable based on the weather.

Typical window formats:

Size of the building:

The size of the store building also contributes to the image of the shop. A large building conveys the image of grandness,solidity and richness. A small building conveys an image of friendliness,personal service and thrift.

The Grandness of being big:

A small shop in Sicily:

Visibility:
The visibility of a shop building is an important factor for the shop building. If the shop is a Free-standing one with high visibility then all external factors achieve high synergy. Eg: Cosi or Macys. If the shop is in a cluttered street with no possibility of expressing any other side other than the faade then the external features have to be limited to the frontage.

High visibility of Macys:

Low visibility of a high street.

Surrounding shops:
Surrounding shops also contribute a lot to the image of the store. If the store is situated along with high image retailers then it absorbs some of the positive attributes. On the other hand being among undesirable type of retailers may undermine the image of the retail outlet.

Surrounding shops,being in the right place.

Surrounding shops, being at the wrong place.

Uniqueness:
The uniqueness of the shape and design of the store also adds to the image. The uniqueness acts as a positively differentiating factor and enhances brand recollection. The unique designs have the disadvantage of going out of fashion with changing times.

Trendy and different:

Unique and stylish and functional at the same time.

Uniqueness:

Unique shop!

Unique mall building!

Another unique mall!

Different Store layout

Grid (Straight) Design

Best used in retail environments in which majority of customers shop the entire store Can be confusing and frustrating because it is difficult to see over the fixtures to other merchandise

Should be employed carefully; forcing customers to back of large store may frustrate and cause them to look elsewhere Most familiar examples for supermarkets and drugstores

Curving/Loop (Racetrack) Design

Major customer aisle(s) begins at entrance, loops through the store (usually in shape of circle, square or rectangle) and returns customer to front of store

Exposes shoppers to the greatest possible amount of merchandise by encouraging browsing and cross-shopping

Free-Flow Layout
Storage, Receiving, Marketing

Fixtures and merchandise

grouped into free-flowing patterns on the sales floor no defined traffic pattern Works best in small stores (under 5,000 square feet) in which customers wish to browse

Underwear Accessories Stockings

Dressing Rooms
Hats and Handbags Works best when merchandise is of the same type, such as fashion apparel If there is a great variety of merchandise, fails to provide cues as to where one department stops and another starts Tops Checkout counter Clearance Items Tops

Casual Wear

Pants

Feature

Feature

Open Display Window

Open Display Window

Skirts and Dresses

Jeans

Spine Layout

Variation of grid, loop and free-form layouts Based on single main aisle running from the front to the back of the store (transporting customers in both directions)

On either side of spine, merchandise departments branch off toward the back or side walls

Heavily used by medium-sized specialty stores ranging from 2,000 10,000 square feet

In fashion stores the spine is often subtly offset by a change in floor coloring or surface and is not perceived as an aisle

Fixture Types
Straight Rack long pipe suspended with supports to the floor or attached to a wall Gondola large base with a vertical spine or wall fitted with sockets or notches into which a variety of shelves, peghooks, bins, baskets and other hardware can be inserted. Four-way Fixture two crossbars that sit perpendicular to each other on a pedestal Round Rack round fixture that sits on pedestal

Other common fixtures: tables, large bins, flat-based decks

Store location & Trade Area analysis

Ideal Store Location

Where the cost of merchandise is kept minimum , where the market share is large , the risk is the least , and the social gain is the maximum.

Trade Area Analysis

A trade area is a geographic area containing the customer of a particular firm or group of firm for specific goods or services. Identification of local and regional market that offers maximum market potential.

Factors effecting trade area

Population. Proximity to supply sources Economics base. Competition Availability of store location. Regulation

Why trade area analysis

Customer demographics, Socio economics characteristics The focus on promotional activities. Trading area over lap. Change in customer behaviour due to web. Competition.

Store location
Urban area.(highly populated & constitute a city or town). Rural area ( area outside the cities and town) Sub urban area.(Compromise between urban and rural areas).

The site selection trends

Preference for suburban areas. Increased Govt interference. Establishment Of commercial estates park Decentralisation of retail stores. Competition between government and private real estate developer.

Just a