Store planning : design and layout

Location planning : types of locations

High street location : Very busy with large customer traffic Have store that are generally found in

clusters High real estate rentals

Location planning : types of locations

Destination / free standing location : May not be commercial retail area at all Does not have high footfall rate ( customer

traffic needs to be pulled in through the store’s marketing efforts or product/ service / process )

Low real –estate rentals May have large parking area

Location planning : types of locations

Shopping center / mall location : Has existing mall traffic Has a clean environment Has a designated parking area Medium to high rental cost

Site selection

Address of the propertyDetails of adjacent occupants –north ,south , east , westCan the site be used commercially Name and address of the title holder All taxes paid up to date Is the site free of civil suit When was building constructedTotal number of floorsOther prominent facilities nearby Parking space availability Revenue details

Store design and the retailing image mix

Employee type and density Merchandise type and density Fixture type and density Sound type and density Odour type and density Visual type and density

Store design and the retailing image mix

Employee type and density : Speciality stores sales man VS

departmental store sales man

Store design and the retailing image mix

Merchandise type and density : Super market : very dense merchandise Boutique : low density

Store design and the retailing image mix

Fixture type and density : Café : trendy interiors , beauty parlour

extensive wood work Sound type and density : Music played in 5 star hotels VS cafes

Store design and the retailing image mix

Odour type and density : Odour in Cafes VS odour in jewellery shop Visual type and factors : Depends on : Shades used Lighting Display Interior design

The space mix

For retailer space is money Objective is to optimize the selling area And minimize the non selling area Selling area 60 % , circulation area 15%

and back area 25 % Different stores have different space mix : Garment shop VS departmental store VS

convenience store

Effective retail space management It enables smooth and efficient customer flow into store

and within it It helps customers to reach and access the required

merchandise easily Helps create a feeling of comfort in the minds of the

customers The aesthetics are a visual treat for the customers and

trigger the come back feeling band he feels a sense of belonging

well laid out floor helps the store bto sell more effectively and retain customers

Store layout : the circulation plan ( the silent guide )

Main aisle side aisle ( side roads )

Store layout : the circulation plan ( the silent guide )

Free flow circulation Grid circulation Race track circulation Herringbone circulation Spine circulation

Space audit : non treaded space and black holes

Hot spot analysis : Place where the off take of merchandise is

the highest Warm spots and cold spots Non treaded space : Where there is no customer traffic Efficiency of selling apace to non

selling space

Parameters to judge space performance

Sales output and ensuing margins Sales per square foot sales volumes Space productivity : stock holding per

square foot Margins per square foot

VISUAL MERCHANDISING AND

DISPLAYS

Visual merchandising

Visual merchandising enhances shopping experience

As a communication tool

Presentation in visual merchandising

Theme display Lifestyle display Coordinated displays Classification displays

VM helps in buying decisions

Attention Interest desire Action

Store atmospherics

Exteriors Signage interiors / layout

Shop displays

Window displays : €xclusive windows ( with back drops ) open window ( with out back drops )

Shop displays

Live displays Marquee displays Free standing or island displays Counter displays End cap displays Cascade / waterfall displays

Role of VM

Visual merchandisers role include : planning VM theme and creating displays Arranging props for display Arranging display fixtures and lighting Setting stores before opening Training store personnel to create displays Organising merchandising units such as racks

and shelves