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STORE DESIGN

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FRONTAGE &ENTRANCE

DISPLAY SPACE

HEALTH &SAFETY

STOREDESIGN

STORE THEME

LOCATION

PARKING

ACCESS

MERCHANDISEMIX

TARGET

CUSTOMERS

BUILDING &ARCHITECTURE

ELEMENTS OF A STORE DESIGN

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Exterior Store design

First impression

Image of the store is projected

Store marquee [first mark of identification of the retailer or thestore]

Store frontage

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Interior Store design

SPACEPLANNING

LAYOUTATMOSPHERICS& AESTHETICS

INTERIOR

STORE DESIGN

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Space Planning

Determines space available for selling and storage

Location of various departments

Location of various products within the department

Location for impulse products, seasonal, specific merchandising needsRelationship of space to profitability

Right footfall at the right place but in large numbers

Retailers may create area within the store where similar productsmay be placed together [shop interior, anchor area or niche]

Retailers may also place interlinked products together

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Atmospherics & Aesthetics

Atmospherics

It is the design of an environment, with the help of visual

communications, lightings, color, music, scent to stimulate customer

responses

Aesthetics

This takes into account factors such as the actual size of the store, the

colours, textures etc to create a particular look

Texture deals with the look and the feel of the materials

Every material possess a texture

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FixturesThey are used for storing and displaying merchandise

They may be floor or wall fixtures and may be made of glass, steel, wood etc

They may be table, racks, stands,shelves, gondolas etc

They should be flexible

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Flooring & ceilings

They both work together in creating an image

Ceiling house the ac and lighting

Lighting is very important so that merchandise is shown in the right

manner

A store may use different type of flooring depending on the type of

image or products it display

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Graphics & Signage's

They inform customers about the merchandise, price, promotional

offers also give direction

When used in a store window they can compel the customers to enter

Graphics within the store can be classified into

Theme graphics

Campaign graphics

Promotional graphics

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Graphics & Signage's

Signage's can be:

Merchandise related

Directional

Instructional

Courtesy

Store directory

Fast food restaurants are the best users of graphics and signages

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Store LayoutStore layout is the manner in which the merchandise or products have been

arranged in a retail store

An ideal layout strikes the balance between merchandise to be displayed and

productivity

It is meant to aid the movement and flow of customers so that they move

through the entire store

Decompression zone or transition zone

New environmentMerchandise at entrance is lost

Customer needs time to adjust

High demand merchandise should be placed at the rear end of the store

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Types of Store layouts

I. GRID LAYOUT

Rectangular with parallel aisles

Control traffic flow

Uses selling space efficiently

Little space is wasted, usually economical to install and maintain

Produce maze effect as it constrains the customers

Gives maximum exposure to merchandise

Used in supermarket/ self-service, discount stores/ retailers of fast-

moving products

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GRID LAYOUT

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GRID LAYOUT

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II. Free form

More unstructured flows of store traffic

Informal

Irregular store pattern and creates friendly environment

Visually appealing and encourage browsing to products

Flexible, customers can draw to areas as interested in

Less intensive use of floor space, costs are usually higher unless careful

co-ordination is made

Used in Fashion stores, cosmetic stores

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FREE FORM LAYOUT

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III. Boutique Layout

Divide stores in the form of individual specialty areas

Can cater for specific customers requirement

A result of concession (shops within shops)

Not much economical use of space

Allow more complete orientation of design with its own theme

Used in medium to large department stores

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BOUTIQUE LAYOUT

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DIAGONAL FLOOR LAYOUT

Some More Layouts

e.g. Self service

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ANGULAR FLOOR LAYOUT

Some More Layouts

e.g. High-end specialty stores

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Store Layout - Examples

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IKEA According to Alan Penn, Director of the Virtual Reality Centre

for the Built Environment at University College London, Ikea's strategy is similar to that of out-of-town retail parks - keep customers

inside for as long as they can. 'In Ikea's case, you have to follow a set path what is effectively their

catalogue in physical form, with furniture placed in different settings which is

meant to show you how adaptable it is,' he said.

'By the time you get to the warehouse where you can actually buy the stool

or whatever's caught your eye, you're so impressed by how cheap it is that

you end up getting it.

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IKEA While its stores have short-cuts to meet fire regulations, shoppers find the

exits hard to spot as they are navigating their way through displays of flat-

pack furniture, he added.

'Also you're directed through their marketplace area where a staggeringamount of purchases are impulse buys, things like lightbulbs or a cheap

casserole that you weren't planning on getting.

'Here the trick is that because the lay-out is so confusing you know you won't

be able to go back and get it later, so you pop it in your trolley as you go past.

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Ikea's store in Milton Keynes, Buckinghamshire

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The Ikea store in Wembley, north London

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WALMART

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WALMART

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Retailers introduce Indoor Navigation in Apps

About 20% of retail sales are lost because shoppers can't finditems, estimates Nathan Pettyjohn, CEO of Aisle411, an appwith 9,000 store maps.

Home Depot. With about 40,000 items in its stores, finding them is a common complaint at

the home-improvement chain, says Matt Jones, manager of mobile. Last year,

it added to its app store maps and aisle numbers of searched items. It hopes to

locate items more specifically, but with so many items, accuracy and

consistency from store to store is "a big challenge," he says.

Walmart's app show the aisle number for a majority of items.

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