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108 Cards in this Set
- Front
- Back
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Store Design Objectives
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1. Implement retailer’s strategy
2. Influence customer buying behavior 3.Control design and maintenance costs 4. Provide flexibility 5. Meet legal requirements 6. Meets needs of target market 7. Builds a sustainable competitive advantage 8. Displays the store’s image |
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The primary objective of store design is what?
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implementing the retailer’s strategy
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describe a grid layout
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-Long gondolas in repetitive pattern.
-Easy to locate merchandise -Does not encourage customers to explore store -Limited site lines to merchandise -Allows more merchandise to be displayed -Cost efficient -Used in grocery, discount, and drug stores. |
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describe a racetrack layout
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-Loop 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 buying -Used in department stores |
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describe Free-Form (Boutique) Layout
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-Fixtures and aisles arranged asymmetrically
-Pleasant relaxing ambiance doesn’t come cheap – small store experience -Inefficient use of space -More susceptible to shoplifting – salespeople can not view adjacent spaces. -Used in specialty stores and upscale department stores |
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what is Digital Signage?
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Visual Content delivered digitally through a centrally managed and controlled network and displayed on a TV monitor or flat panel screen
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what are the advantages of digital signage?
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-Superior in attracting attention
-Enhances store environment -Provides appealing atmosphere -Overcomes time-to-message hurdle -Messages can target demographics -Eliminates costs with printing, distribution and installing traditional signage -Effective in conveying messages -Increase flexibility of messaging - Improve quality of customer service -Improve productive of store personnel -May reduce store operating costs |
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what are some Obstacles with digital signage
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1. Cost of implementation
2. Limited understanding 3. Integrating it with existing IT 4. Need for coordinating functional areas |
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what are end caps
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displays located at the end of an aisle.
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what are end cap sales so high?
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due to the high visibility fo end caps product sales are dramaticllay increased.
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what type of merchandise to retailers use end caps for
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higher margin, impulse merchandise
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what is a Promotional Aisle/Area
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a space used to display merchandise that is being promoted.
EX: walgreens uses Promotional Aisle/Areas to sell seasonal merchandise such as lawn furnature and xmas decorations |
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chash wraps are also known as what?
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point-of-purchase (POP) counters
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what are cash wraps?
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places in the store where customers can purchase merchandise.
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chash wraps display what? Why?
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they display impulse items because many customers have to wait in line for a period of time.
EX: supermarkets sell candy, mags and razors |
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what are some examples of a feature area?
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-End caps
-Promotional aisle -Freestanding displays -Cash wraps -Walls -Windows |
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what is a feature area?
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areas within a store designed to get the customers' attetion.
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what are freestanding displays?
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fixtures or mannequins located on aisles primarily to attract customers attention and bring them into a dept.
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what is shown on a freestanding display?
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the newest, most exciting merchandise in the department
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what are some benifits of the retail wall?
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-Largest Selling Tool
-Attention Grabber -Draws Shopper Into Store -Reinforces Store Image |
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what is a Destination Wall?
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-Exposes more merchandise
-Browse entire assortment -Back side of free-standing fixtures exposed to customer |
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what is a Priority Wall?
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-Back wall
-Walls 45 degrees to Right or Left -Create excitement/Work of Art |
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what is a retail Atmosphere?
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The psychological feeling a customer gets when visiting a retailer
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Store retailer atmosphere refers to what?
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the store’s physical characteristics that project an image and draw customers
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Nonstore retailer atmosphere refers to what?
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the physical characteristics of catalogs, vending machines, Web sites, etc.
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what are the four elements of a store environment?
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-color
-sent -lighting -music |
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exterrior planning includes:
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-Storefront
-Marquee -Store entrances -Display windows -Exterior building height -Surrounding stores and area -Parking facilities |
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what questions should be asked when creating a store enterance
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-How many entrances are needed?
-What type of entrance is best? -How should the walkway be designed? |
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what is the purpose of lighting in a retail environment?
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-Highlight merchandise
-Structure space and capture a mood -Downplay features -Creates a shopping atmosphere -strengthens store idenity -essential part of every store |
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what are the three types of lighting?
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-Ambient Lighting
-Accent Lighting -Task Lighting |
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what is ambient lighting?
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-General, overall lighting
-Necessity to have lighting that gives merchandise best color rendition -Color Rendition: The degree to which lighting allows colors to be viewed under the conditions that are closest to those offered by natural light. (CRI) |
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Accent Lighting
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-Supplemental lighting fixture
-Adds “sparkle” or “punch” to displays -Creates special focal points -Adds atmosphere to store environment |
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task lighting
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-Used in work areas
-Strong, bright light -Crucial to fitting rooms |
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what are the three types of lighting systems?
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Fluorescent
Incandescent Halogen |
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Fluorescent lighting
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-Provide best ambient lighting
-Least expensive (energy, length & cost) -Makes merchandise look flat -Only light source at discount stores -Combined with other systems at specialty and department stores. |
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Incandescent lighting
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-Best used as accent or task lighting
-Give off defined area of light -Offer excellent color rendition -More expensive (length & energy) -made from argon |
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Fluorescent lighitng
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-Provide best ambient lighting
-Least expensive (energy, length & cost) -Makes merchandise look flat -Only light source at discount stores -Combined with other systems at specialty and department stores. - made grom argon and mercury |
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Halogen lighting
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-Used as accent, task and ambient lighting
-Color rendition closest to daylight -Initially expensive but cost effective -made from flourine |
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Visual Merchandising dose what?
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-Supports Sales
-Supports Retail Strategies 1. Mission Statements 2. Target Markets 3. Retail Format 4. Build Sustainable Competitive Advantage -Communicates with Customers -Communicates Retail Brand Image |
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what is a mission statement
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-A basic description of a retailer’s objectives and the scope of activities it plans to undertake.
-Defines the general nature of the retailer’s products, target segments, retail formats, and competitive advantage. |
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In developing a mission statement a retailers need to answer what five questions?
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-What business are we in?
-What should be our business in the future? -Who are our customers? -What are our capabilities? -What do we want to accomplish? |
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design trade offs occur when?
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a store can not achieve all their objectives
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what are some common trade offs and why do they occur?
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-trade offs between stimulating impulse buys and making it easy to buy products
ex: milk is usually in the back of supermarket to make customer walk though the entire store to increase impulse buys -trade off between ease of finding merchandise and providing an interesting shopping experiance ex: dept stores place more emphasis on encouraging exploration rather then the ease of finding merchandise. Super Markets usually place emphasis on the ease of locating merchandise. -trade off between giving customers adequate space to shop and productively using the space for merchandise ex: some shoppers are attraced to to a store with wide aisles whose promary objective is to display rather then hold merchandise. However this type of design reduces the amt of merch that can be shown. |
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window displays:
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-draw customers into the store
-provide a visual message about the type of merchandise offered in the store -communicate the type of image the store wants to portray -should be tied to the merchandise and other displays in the store -can be used to set the shopping mood for a holiday or season |
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the two commonly used measures of space productivity are what?
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sales per sq foot and sales per linear foot
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what type of retailers use sales per sq foot?
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apparal retailers that display most of their merchandise on freestanding fixtures
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what type of retailers use sales per linerar foot
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super markets because most of the merchandise is displayd on shelves. Because shelves have about the same width only the length, or lineat demensions can be used to assess space productivity.
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define impulse products
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products that are purchased without prior plan
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what is an example of an impulse product
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fragrances
cosmetics mazazines |
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where are impulse products placed
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the entrance, right side of the store and areas neer escalators and cash wraps
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where is Demand/Destination Merchandise placed in a store and why
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back, left hand corner
b/c placing high demand products in this locations pulls customers through a store |
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in super markets what is a Demand/Destination product
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eggs, milk, butter and bread
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in dept strores what is a Demand/Destination product
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children's merchandise, furnature, customer serv areas, beauty salons and photo studios
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what is the purposes of fixtures?
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-to efficiently hold and display merchandise
-help define ares of a store and encourage traffic flow -must work with the overall image of the store |
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what fixtures do apparal retailers usualy use?
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-stright rack
-rounder -four way |
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what is the mainstay fixture for retailers other when apparal stores?
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the gondala
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tonnage merchandising
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-display technique in which large quantities of merchandise are displayed together.
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customers have come to equate tonnage with what
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-low prices
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frontal presentation
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a method of displaying merchandise in which the retailer exposes as mush of the product as possible to catch the customers eye
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examples of how stores use frontal presentation
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-book stores usually only show the spine of the book but they will show an occasional face of a book to generate attention
-rack of apparal-- turn one item out to show how the merchandise looks |
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category signage
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-used within a particular dept or sector of the store
-category signs are usually smaller than directional signs -their purpose is to identify types of products offered -they are usually located near teh goods to which they refer |
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promotional signage
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-describes special offers
-displayed in windows to entise customers |
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point of sale signage
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-placed near teh merchandise they refer to so that customers know its price and other detailed info
-some of this info may already be on product labels or packaging -helps customers to quickly identify aspects of a product that are likly to be of great interest. |
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lifestyle images
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-when a retailer uses various images such as pictures of people and places to create a mood that encourage customers to buy the products
-part of the visual merchandising that the store uses |
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bulk fixture/rounder/capacity fixture
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-a round fixture that sits on a pedestal
-smaller then a stright rack, designed to hold a miximum amounnt |
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style/item presentation
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-most comon technique of organising stock
- organised by style or item |
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price lining
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-when retailers offer a limited number of predetermined price points and/or price categories within another classification
-EX: men's dress shirts may be organized into three groups selling for $30, $45 and $60 |
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vertical merchandising
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-common way of organizing merchandise
-merchandise presented vertically using walls and high gondolas -effectly follow the eyes natural movement -Ex:Many grocery styores put national brands at eye level and store brands on lower shelves because customers scan from eye level down. |
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location signage
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-used to identify the location of the merchandise
-hanging signed from the ceiling used to enhance visibility -larger stores tend to also have a store guide located at the enterance |
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Purpose of Layouts:
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-facilitate a spicific traffic pattern
-force customers to move though specific sections of a store |
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location of merchandise
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-plays a role in how customers navigate throughout the store
-retailers place impulse and demand/destination merchandise merchandise throughout the sore to increase the chances that customers will show the entire store and that their attn will be placed on the merch that the store is most interested in selling |
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idea-oriented presentation
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-a method of presenting merchandise based on a specific idea or the image of the store
-Ex: in furnature stores set up in room settings to give an idea of how items would look put together in a home -individual idems are grouped together to encourage customers to make multiple complementary purchases. |
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what is an example of a destination wall in a retail store
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-the real men/women wear orange in the SU book store
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what is an example of a destination wall in a food retailer
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-back wall with milk etc
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what dose the color red represent in a retail situation
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-winter, holiday time
-4th of july -contempory -valentines -sportswear, childrens wear -sale |
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what are some negative aspects of the recetrack floor setup
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-may not step off the racetrack
-may only be used to get into the mall in a dept store |
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most merchandising and store design is geared toward who?
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women
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who is the primary buyer in the American marketplace?
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women
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how to men an women differ in the way they move through the aisles of a store?
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-they tend to move alot faster
-men spend less time looking though a store -men dont tend to look at anything they hadnt intented to buy -men dont like asking where things are or anyother questions |
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once a man takes something into the dressing room what is the only reason he wouldnt buy it
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it doesnt fit
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why are dressing rooms positioned closer to the mens dept then the womens
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-65% of men that tried something on boiught it, compaired to only 25% of women, why dressing rooms are positioned
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T/F- dressing rooms should be very clearly marked b/c if a man has to look for the dressing room he may decide its just not worth the trouble
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true
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what percentage of men look at the price tag when they shop? How dose this compare to women?
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86% of women look at tags
only 72% of men do. |
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why is it easier to upgrade a man while shopping than a women?
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- ignore price as a measure of his virility
-more anxious to get out of the store -men are particurally suggestible to nagging children and eye-catching displays -tend to not watch budget as much |
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men may not love the experiance of shopping but they get a rush from...
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the experiance of paying
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men rather get information to make a purchase from what medium?
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written material
instructional videos computer screens |
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why are less than 3% of all manufacturers cupons ever redeemed?
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-because they are usually redeemed by women who dont work and many women today work and dont have time to sit and clip cupons
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what industry has greatly benifited from the change in womens lives?
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-convience store
-Ex:discovering at 9pm theres no bread for tommorws lunch and running out to the store |
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today women have more money and less time -t/f?
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true
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what happens when two women shop together?
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-tend to spend more time and money then a women alone
-good retailers do whatever they can to encourage this behavior....."bring a friend, get a discount.." |
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women need what type of environments to shop in?
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-move around comfortably, at their own speed in a semi-trance like state
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women prefer to shop:
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within view of the main flow of traffic, but sheltered in sectioned-off areas
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the narrower the quarters...
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the less time a women will spend there
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t/f- women like to study products before they buy
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true
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what is an example of a retailer taking a store intened traditionally for men and making it safe for women?
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-hompe depot selling a complete bathroom look rather then just the nuts and bolts
-martha stewart & ralph lauren paint |
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men like technology and look at the horsepower factor where as women look at what..
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at what the product can DO
ex: apple grouping proudcts by what they can do |
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t/f- women require more visits to the store before making a technological purchase
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true
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by 2025 how much of the population will be 65 or older
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1/5th
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how can the retail industry prepair themselves for the increase of seniors?
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-make print of products and signs larger
-put magnifine glasses next to drugs in stores so seniors can read the labels -large contrast in colors on signs due to yellowing of the cornia -put more light into stores -use big photos of food on menus -less multi-level malls -stock larger sizes of designer clothing- older people have more money and are larger in size -position heavy items on shelves so they can slide right into carts |
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who do seniors like to learn about technology from?
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other seniors
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how should mobil phones change to accomadate the aging population?
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make buttons larger, clear display, easy to use
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if a store seams unwelcoming to children what will happen
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parents will get the hint and stay away, not going into the store
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how can store accomidate for children?
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-make aisles wide enough for strollers
-put stuff you want to sell to kids where they can reach it -childproof a store the way you would your home -if a parents attn is needed by a bank loan officer for ex, must find a way to distract child -make sure heavy items can be yanked, or topple onto children |
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cookies are used as end caps neer baby food because?
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many parents will avoud cookie aisle so kids dont beg. super markets make customers accidently run into these products
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how do book stores merchandise to children?
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put barnie, teletubbie books on the low shelves where kids can reach them and classic books higher where parents can reach them
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how dose Zany Brany merchanddise towards children?
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-takes toys out of the boxes and on the floor for kids to play with
-there is a fine line where stores get kids to pick up merchandise and a degree to which you will fusterate parents |
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signs aimed towards children should have what?
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characters and images they recognize but also some words for parents to read and understand
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how to teens shop for jeans?
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pick out jeans they want when they are with their friends, and buy when they are with their parents
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