Running head: STORE COMPARISON 1

Store Comparison:

The Container Store vs. IKEA & Starbucks vs. Local Coffee Shop

Chloé Halley, Julie Hajda, Thien Nguyen, and Megan Osborne

University of North Texas

Store Comparison: The Container Store vs. IKEA & Starbucks vs. Local Coffee Shop

STORE COMPARISON 2

The Container Store

Atmospherics

The visual merchandising techniques of The Container Store located in Frisco, Texas are

very unique compared to competitors of The Container Store. The atmospherics of The

Container Store enhances the store image because it evokes the senses. The merchandise is

displayed in a lifestyle setting throughout the store. The atmosphere that the merchandise creates

evokes sight and encourages multiple sales because the items are paired together. The color

coordination of the merchandise also enhances the atmospherics.

Fixtures

The Container Store has a variety of fixtures to display merchandise. One of the main

fixtures in The Container Store to display merchandise are the straight arm fixtures on a slat wall

(see Appendix A, figure 1). The fixture allows for variety of merchandise to be viewed by the

customer and allows for the use of the wall. The Container Store also uses various fixtures to

display clothing as a way of displaying their Elfa closet organization collection. The fixtures at

The Container Store were displayed appropriately and fit the context of the merchandise sold at

the store.

Type of Floor Plan

The Container Store, like most of their locations, features a racetrack/loop floor layout

with the cash wrap located at the front of the store (see Appendix A, figure 2). There is a main

traffic aisle that loops around the store’s perimeter. This particular floor plan fits The Container

Store’s image because the layout keeps everything organized, but the racetrack layout is usually

for stores where customers know what they want to purchase. The Container Store’s customer

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usually likes to browse the products for the home and the racetrack layout does not encourage

browsing.

Window Display

The Container Store has a bank-of-windows display (see Appendix A, figure 3). While

the window may have a realistic display, there was really no window display at all (see

Appendix A, figure 4). The window contains merchandise like the plastic storage containers. The

window also advertises the gift-wrap station in the store. On Appendix A, figure 3, one can see

the carts through the window, which shows that this location of The Container Store has not

utilized the space in their windows for creative visual displays. The window display does not use

mannequins or mannequin alternatives. The window simply displays their products that a

customer can purchase. The window does not show the use of a unique window display.

Displays

The Container Store did not really have a window display, but they did have great

lifestyle displays of the products within the store. For example, the store has many lifestyle

displays of products and how they can be used within the home (see Appendix A, figure 5).

The Container Store uses color, line, and space as design elements within the store. The

merchandise within the store is color coordinated (see Appendix A, figure 6). They also use line

within the displays of the products to create a cohesive look (see Appendix A, figure 7). The

Container Store also creates space through lifestyle displays instead of just displaying their

products on a simple wall display.

The Container Store uses balance, unity/variety, and proportion as design principles in

the product displays. The store creates balance through the products on the shelf. All of the

products are similar in size and relate to one another (see Appendix A, figure 7 and 8). The store

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also exhibits unity/variety in their product displays. The Container Store arranges similar

products together, unity, but then creates variety though color (see Appendix A, figure 9).

Finally, The Container Store also uses proportion as a design principle in the product displays.

Many of the products have a variety of sizes that are placed beside one another (see Appendix A,

figure 10).

Wall Elevation

The main wall elevation that one sees when walking in the store is the gift-wrap station

(see Appendix A, figure 11). The gift-wrap station contains gift-wrap merchandise displayed on

the wall as well as decoration ideas on how to wrap a gift (see Appendix A, figure 12). The

Container Store also has another back wall elevation that displays hooks for the home (see

Appendix A, figure 13). The wall elevations in The Container Store show a creative use of

displaying products.

Recommendations

Since this location of The Container Store did not have a dominant window display, a

recommendation would be to create a very visual and strong window display. The bank-of-

windows displayed some merchandise, like the large plastic storage containers, and had signs

advertising their gift-wrapping area of the store. The store did not have specific window displays

for ‘display only’. Customers could buy the merchandise in the window areas. The main

recommendation to The Container Store in Frisco is to create a visually appealing window

display.

STORE COMPARISON 5

IKEA

Atmospherics

The IKEA store in Dallas, Texas is definitely a very unique store when it comes to visual

merchandising. The atmospherics IKEA uses for the store are lifestyles sections for their

customers to evoke their sense of creativity through different elements of home designs. IKEA is

a one-stop-shop for home merchandise: they sell almost everything a customer would need for

their home in one place such as bedding, furniture, lighting, dining set, and many more. Since

IKEA wants to present more than one lifestyle in their store, they use different elements of sight

and touch to give their customers inspiration for their home needs. They create an incentive for

multiple sales by pairing coordinating items together through many elements and principles of

design (see Appendix A, figure 14).

Fixtures

IKEA had different form of fixtures in their stores to display their merchandise. Majority

of their fixtures are located in their marketplace/store area compared to their showroom where

there are many mannequin alternatives. In their market area/store they have a combination of slat

walls, capacity fixtures like bins and cubes, and case pieces. IKEA use a variety of fixtures

together to create an appropriate representation of their merchandises and the type of different

lifestyle it can create; they are not using the fixtures to just display their merchandise, they

design it as if that is how it would be display in the customers home (see Appendix A, figure 15).

Type of Floor Plan

IKEA’s floor plan is mixture of a soft aisle and free flow. In their showroom, they have a

storyboard-like path that leads customers through many different environments such as bedroom,

living room, kitchen, and so on (see Appendix A, figure 16). Even though the showroom is a

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directed path, the displays are set up to be a free flow layout. Some of the selling fixtures are

loosely grouped and arranged informally to encourage browsing. For their market place, it is a

mixture between a race track/loop and soft aisle. In the marketplace, the merchandise is grouped

into different sections and the cash wrap is located at the front of the store. The floor plan fits

IKEA’s brand image because it leads the customer through the store in a path as if the store was

a display home. Everything in IKEA is nicely placed and organized (see Appendix A, figure 17).

Window Display

IKEA did not have much of a window display since their store did not have windows to

display their items at the front of the building. They do have a creative display when entering the

store. Once a customer enters the building, they are guided up to the showcase room or the

market place. The displays are only seen once the customer enters the showroom on the second

floor; on the outside they will see their iconic blue building. Inside the showroom however, they

have faux windows display. The window displays inside the store contain merchandise the

customer can purchase in the market area or on the showroom sale floors. Some of the internal

window displays were for informing the customers about the products rather than displaying the

product themselves. For example, there were automated mannequins demonstrations to show

IKEA’s product qualities (see Appendix A, figure 18).

Displays

IKEA is a great store for examples in lifestyle displays. They mix various design

elements and principles to present very appealing visuals to their customers. For the elements of

design, IKEA uses color and space while incorporating the principles of design: balance,

emphasis and unity/variety. IKEA uses basic colors such as black and white while adding in a

pop of color to create a center focal point to attract customers (see Appendix A, figure 19). They

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use multiple perspective placements of their merchandise to save space (see Appendix A, figure

20) but also give the variety but unified option for their customer to view (see Appendix A,

figure 21). Each section of space in IKEA is filled with a particular theme and creates a unified

balance either through the use of colors or product categories. They also use a variety of scale

and portion by displaying various size of merchandise together (see Appendix A, figure 22).

Wall Elevation

IKEA’s wall elevation in their showroom varies from section to section. Their wall

elevation in the marketplace is different than their showroom. In their showroom the wall

elevation is used to emphasize a room’s wall decorations (see Appendix A, figure 23). While in

their marketplace, it is mostly merchandise displayed on the wall to show variety rather than

decorative or inspirational ideas (see Appendix A, figure 24).

Recommendations

Recommendations for IKEA would be to have more products displays at the entrance of

the store. IKEA should also have easier access to instructions on how to buy certain items in the

showroom for first time shoppers. IKEA has brochures about the layout of the showroom and

instructions about the buying process in various locations inside of IKEA. However, the

brochure locations are not properly labeled or placed where the customers would instantly

understand the buying process at IKEA.

Starbucks

Atmospherics

          The Starbucks store in Dallas, TX incorporates low, recessed lighting and warm colors to

create a relaxed and comfortable environment. While the lighting is low, windows span one half

of the store, providing plenty of natural light. Behind the counter is a mosaic of multiple colors

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spanning the wall from which the coffee menu hangs. Attractive pendant lights in cobalt blue and

orange are also incorporated near the register and around the perimeter of the store. The displays

are carefully arranged in even rows of like products. Signage is either hand-written neatly or in

the form of posters attached to free standing fixtures. Groups of black and white photographs

matted in white provide a sophisticated touch to the interior walls.  The photographs are

illuminated by track lighting.

Fixtures

          The fixtures include tall bookcase-like fixtures with five shelves each in one corner of the

coffee shop (see Appendix A, figure 25). The fixtures begin about waist-high and extend

approximately eight feet tall. There are rolling cabinets underneath for storage. The products

displayed on the shelves include coffee and accessories. The fixtures are appropriate in that they

allow the average consumer to easily view and handle the products without having to bend, reach

or open doors. On the top shelf of the fixture is attractive signage displaying the type of

merchandise available. Other fixtures include open shelving for the display of more products for

sale as well as a rolling cabinets for items intended for the customer's use including creamer,

sugar, lids, straws and other necessities (see Appendix A, figure 26). The rolling cart includes

counter space for the customer to add condiments to their coffee. However, the cart is rather

small and located close to the entrance/exit. This could pose a complication if the store were to

get busy. Customers may have to wait to access the counter or jostle customers should the

location get busy. In addition, other fixtures within the store included baskets within metal stands

to hold bags of coffee for sale (see Appendix A, figure 27). They were appropriate in that they

added to the comfortable atmosphere of the store and allowed for easy handling by the customer.

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At the main counter, a display case was appropriately used to display multiple kinds of pastries

while keeping them fresh.

Type of Floor Plan

          The type of floor plan used seems to be a combination of loop and grid. The area in which

one orders and receives coffee and contains the displays is a loop arrangement that leads the

customer through the ordering line and around to the displays. The loop ends at the condiment

station and from there the layout turns into a grid for seating. The tables are set up with even

spaces between them providing a clean appearance with enough space for customers to

maneuver easily.

Window Display

          The Starbucks location in Dallas has a bank-of-windows on one and a half sides of the

building but did not have a window display visible from the outside, as most customers are

already aware of the store's offerings and do not need a visual to know what they are buying.

Use of Properties and Elements

          Starbucks uses color, line, form to create rhythm and emphasis.

          Color is used to establish a warm and relaxed atmosphere. The colors used are

predominantly neutrals such as dark brown, tan and gray. Pops of color within the mosaic behind

the register, decorative lighting and signage provide interest and prevent the store from appearing

dull and uninteresting.

          Horizontal line is also incorporated into the Starbucks through paneling on the lower

portion of the wall and the shelving of the display units. Horizontal lines serve to prevent the

space from appearing uptight and create an easy, restful feeling.

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          Starbucks incorporates the use of repetition by using the same props and fixtures side-by-

side. Baskets within the store that are used to hold coffee and other products for sale are identical

or very similar, differing only in size. The similarity creates a cohesive display and allows the

eye to move smoothly across the store. The repetition determines rhythm within the coffee shop.

          Form is also used in the form of a round soffit above the cash register (see Appendix A,

figure 28). The circular form contrasts with the straight lines and square corners that dominate

the store to create emphasis at the location in which orders are taken and payment is given. Two-

teardrop pendant lights hung from the soffit also create emphasis. These are the only decorative

lights of their kind within the store, attracting the customers’ eye.

Wall Elevation

When one first enters the store, the wall elevation they see is the counter at which the

customer makes a purchase. Horizontal lines of the counter and pastry display case dominate the

visual as well as a colorful mosaic that covers two-thirds of the back wall. The customer can see

many products stored in baskets and racks for sale as well as supplies used by the employees to

make the drinks. As mentioned previously the elevation also includes a round, protruding soffit

above the register.

Recommendations

          Traditionally, Starbucks does not have window displays because their product offerings do

not change and they often appear very similar in a white cup and green logo. However, Starbucks

could advertise products such as packaged coffee, mugs and other accessories if they

incorporated a simple window display.

          The store would also appear more organized if the condiment station and the counters were

cleaned more. There are coffee rings and scatters of condiments from previous customers. The

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condiment containers could also be filled more. Also, the windows would make a better

impression on the customer if they were cleaned better. Currently, fingerprints and drips of

coffee decorate the glass. In addition, one of the open shelving units includes a metal basket that

extends past the main fixture. This could become an obstacle for those walking past it. Because it

is lower to the ground, it would be easy to run into.

Local Coffee Shop - Oaklawn Coffee

Atmospherics

Oaklawn Coffee is located in Dallas, TX on the busy Oaklawn Drive. The delicious scent

of coffee is an obvious, yet positive atmospheric for Oaklawn Coffee. The lack of upkeep for the

flooring, walls, and clutter in the coffee shop is an unappealing atmospheric for the store. There

is no music playing in Oaklawn coffee, only the sound of the coffee machine. This is a positive

for customers who are in the coffee shop to study or focus. The sound of the coffee machine over

another sound has the potential to ignite consumers to purchase more coffee. Recessed and

pendant lighting are used in Oaklawn Coffee. The wall color used in the coffee shop is a deep

steel gray; this color creates a relaxed environment for their consumer. Accents of chalkboard

paint and wood features work well with the paint color and the intended vibe. Local artwork

adorns the walls and creates a feeling of support for the community.

Fixtures

Oaklawn Coffee uses wall shelving, two shelves, to display merchandise for sale on the

back wall across from the coffee bar (see Appendix A, Figure 29). There is a bar with coffee

garnishes available for customers along the main focus wall in the store. At the coffee bar, there

is a countertop enclosed display case which houses the pastry items offered (see Appendix A,

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Figure 30). Behind the coffee bar are many glass jars that hold coffee beans and such. Round

tables, square tables, countertops, and different types of chairs are present for customers use.

Type of Floor Plan

Oaklawn coffee creates an intimate, relaxing environment with a free-form layout. The

store is split into two large rooms. Directly upon entering the store customers come across the

coffee bar where the orders are taken and the drinks are made. The bar has six stools that allow

customers to feel included in the coffee making experience. Merchandise is displayed on wall

shelving located directly across from the counter on the back wall of the store. In this same room

there is a hallway with two bathrooms and a door that leads into an urban health and pet store.

The second room is a free flow of seating options. There are lounge chairs, sofas, tables with

chairs, and even a long countertop with seating along the wall with the window (see Appendix A,

Figures 31 & 32).

Window Display

Oaklawn Coffee does not utilize any windows to create a window display. Large

windows are presented in the coffee shop and are open to the busy street, Oaklawn Drive.

Seating options for customers to view the street are placed in front of the windows. One cannot

view inside the windows from the outside of the store.

Use of Principles and Elements

Oaklawn Coffee uses the principles of unity and harmony. Unity is expressed by having

local artwork placed on every wall in the store. Using the same shapes of fixtures throughout the

entire store creates harmony. Having the same feel throughout the store creates a pleasant

atmosphere. The coffee shop uses the elements of color, value, and texture. The steel gray color

used in the coffee shop creates a relaxed, slow paced environment for consumers. Value is

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created with the white ceiling tops and the wood accents to break up the dark walls. Texture is

created with the pattern of wood blocks on the ceiling (see Appendix A, Figure 33). This creates

a visual interest that pulls the wood accents together throughout the store.

Wall elevation

The focus wall one sees upon entering Oaklawn coffee is the bar top that holds coffee

garnishes. A large logo is place directly above the bar and makes for a great statement upon

entering (see Appendix, figure 34). The wall behind the coffee bar has hanging signs that are

created on chalkboards with chalk. These signs appeal to the cozy atmosphere that is being

created in the coffee shop.

Recommendations

It is recommended for Oaklawn Coffee to rework the layout and placement of the coffee

bar. Moving the location of the coffee bar away from the front door would allow for better traffic

flow in the store. It is recommended this coffee bar be moved to the main focus wall upon

entering the coffee shop. Updating the floor and removing the bulletin board from the hallway

would make the store appear cleaner (see Appendix A, figures 35 & 36). Also, updating the

signage for product description would allow the coffee shop to appear more expensive to

consumers. Since customers cannot view the inside of the coffee shop from the outside of the

windows, no recommendation is provided to create any type of window display at this time.

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Appendix A

Figure 1. Straight-arm fixtures on a slat wall in The Container Store.

Figure 2. Cash wrap at the front of the The Container Store.

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Figure 3. The Container Store has a bank-of-windows displaying signs and some merchandise.

Figure 4. Inside view of the window display.

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Figure 5. Lifestyle display of the desk and organization products at The Container Store.

Figure 6. Image of like-colors at The Container Store.

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Figure 7. Image that shows the use of creating lines within product displays.

Figure 8. Use of design elements and principles in The Container Store.

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Figure 9. The use of unity and variety in The Container Store product display.

Figure 10. Use of proportion in The Container Store.

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Figure 11. Back wall elevation display at The Container Store.

Figure 12. Close up of the back wall elevation at The Container Store.

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Figure 13. Back wall elevation in The Container Store, displaying hooks for the home.

Figure 14. IKEA table display in showroom.

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Figure 15. IKEA kitchen display in showroom.

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Figure 16. IKEA showroom layout.

Figure 17. IKEA marketplace display.

Figure 18. IKEA automatic window display.

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Figure 19. Bedroom display at IKEA.

Figure 20. Different chairs on display using perspective at IKEA.

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Figure 21. Different chair varieties on display at IKEA.

Figure 22. IKEA Complete kitchen display.

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Figure 23. IKEA Wall display.

Figure 24. IKEA Merchandise display.

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Figure 25. Starbucks shelving fixtures.

Figure 26. Starbucks metal fixtures.

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Figure 27. Starbucks basket fixtures.

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Figure 28. Starbucks soffit and lighting.

Figure 29. Merchandise on wall shelves.

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Figure 30. Enclosed food display on coffee bar.

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Figure 31. Seating and Wall art in coffee shop.

Figure 32. Long countertop with seating looking onto Oaklawn Drive.

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Figure 33. Texture on the ceiling and signage behind the coffee bar.

Figure 34. View of focus wall upon entering store in Oaklawn.

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Figure 35. Flooring in Oaklawn Coffee.

Figure 36. The unflattering bulletin board in hallway of Oaklawn.