RETAIL DISPLAY Pallavi Pathak. Store Layout, Design and Visual Merchandising - Principles &...

RETAIL DISPLAY

Pallavi PathakPallavi Pathak

Store Layout, Design and Visual Merchandising - Principles & Optimization

Store Design, Layout, Visual Merchandising

Opportunity for competitive advantage and increased sales

Store as a “good story” – a beginning, middle, end Entrance sets up the story – creates expectations, contains

promises, entices, hints, teases Inside the store is the middle of the story

should start slow (uncluttered) to allow consumers to orient themselves

should lead customers on a journey of discovery, using layout, lighting, visuals, other atmospherics

Checkout area is the store’s climactic ending

Five Major Store Design Objectives

Consistent with retailer’s image, positioning, strategy Positive influence on purchase behavior Cost effective – space productivity Sales-per-square-foot (most common, racetrack and boutique layout)

– Sales-per-linear-foot (e.g., supermarkets, drug stores, etc. with long gondolas in grid layout)

– Sales-per-cubic-foot (e.g., wholesale clubs with multiple layers of merchandise)

Flexible

Positively influencing purchase behavior

Allow a transition zone

Place high-margin merchandise to the right of the entrance

Make merchandise accessible

Use signs, fixtures, displays to draw customers

Vary the tempo of music to achieve goals

Arrange shelved merchandise strategically

Tradeoffs in Store Design

• Ease of locating merchandise for planned purchases

• Aesthetics, space to shop comfortably

• Relaxed environment• Exploration of store, impulse purchases

• Productivity of space

• Energy, excitement

Grid Layout

Linear design, checkerboard pattern.Vertical and horizontal aisles

– May have one main aisle and many secondary aisles.

Efficient use of spaceSimple and predictable to navigateFocal points at aisle ends

Grid Layout

Racetrack LayoutMajor and minor loopsMajor and minor loops with multiple entrances & multiple entrances & multiple sight linesmultiple sight lines, draws shopper around the store, encourages exploration, impulse buying

Location of departmentsLocation of departments) men’s vs. women’s impulse goods – near entrances, to the right, escalators, point-of-saledemand/destination – upper floors, back corners; complementary – adjacent

Display areasDisplay areas) – bulk-of-stock + feature areas (walls, promotional areas, point- of-sale areas, feature fixtures, windows)

FixturesFixtures– feature fixtures – four-way, free-standing/mannequins, glass cases+ gondolas, rounders & straight racks for bulk-of-stock & sale merchandise

Free-Form Layout

+ Aesthetically pleasing, relaxing, asymmetrical, invites browsing

- Less efficient, more costly, more sales assistance needed, more theft

Fixtures Fixtures

• Bulk-of-stockBulk-of-stock - straight racks, gondolas, rounders (very flexible)

• FeatureFeature – glass cases, 4-way, free-standing, custom-built fixtures

Feature areas Feature areas

Windows, walls, feature fixtures, point-of-sale

Storage, Receiving, MarkingStorage, Receiving, Marking

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Opposite of grid layout.Ease of customer movement.

– Must provide enough room between fixtures.

Fixtures arranged in interesting formations– Encourages browsing.

Free-Flow Layouts

Fixtures

Accept, hold, stock and show merchandise.Used in window displays, on top of

counters, within floor arrangements.Contribute to store brand image and

ambience.Expected to last a long time.

Capacity Fixtures

Hold large quantities Shows a single style in

depth of selection. Usually the largest

fixtures in the store. Usually placed in back

of store.

Feature Fixtures

Used to highlight categories.

Hold fewer items. Best used as lead-in

fixtures. Also interspersed

throughout store to add variety.

Signature Fixtures

One-of-a-Kind units.Positioned at store or department entrance.Reflects brand imageDesigned specifically for the store to catch

shoppers’ interest.

Ways to Display

Window DisplaysInterior Window DisplaysWall Assortment DisplaysFocal Point/Aisle End Displays

Window Displays

Closed Back WindowOpen Back WindowStraight Front WindowAngled Front WindowArcade Front WindowCorner Window

WindowWindow ExamplesExamples

Other Display MethodsOther Display Methods

Interior Windows--create a scene inside the store by grouping mannequins, props etc.

Wall Cabinets--create “windows” by showing merchandise on top.

End of Aisle--displays assortment of merchandise together for sale.

Display Examples

Display Types

One Item DisplayLine of Goods DisplayRelated Merchandise DisplayVariety or Assortment Display

Display Types Display Types ExamplesExamples

Display Settings

RealisticEnvironmentalVignette/Semi realisticFantasyAbstract

Display SettingsDisplay Settings

Back Room Boutique With young, yet sophisticated apparel, this Winter Garden, Florida boutique wanted a mix of wood and metal fixtures. With a multitude of different accessories and clothing styles, units needed to be versatile to keep the inventory fresh. The wood units are finished in white and the

metal units offer decorative finials.

Sunset Strip This unique clothing store offers an interesting twist to the idea that "Shopping is a Sin".... a fun one at that. By using creative architectural features in a combination of metal fixtures powdercoated black, the ulitmate look was achieved. This was an exciting project because creativity had no limits.

Sparkle Brite Pool Store Sparkle Brite Pool Store came to Barr Display, looking for a package to offer their new pool store franchisees. What we came up with a stock/vendor supplied layout. Their creative use of photographic tiles and going a little more on the counter set

up, allows for a not so typical pool supply store.

Lulu Belle's Children's Boutique There is nothing better than dressing your favorite little person and this children’s boutique in Baldwin Park, Florida wanted to create a fun environment that promoted the fun colors of children’s clothing. The custom counter was laminated from top to bottom in white and given a built in selling area, which conveniently hides the business end of the point-of-sale area. Semi-custom white wall units and floor fixtures are the perfect presentation pieces for these fun and colorful children’s

clothes

Rawlings Sporting Goods Store What a space! The challenge here was space. With thousands of square feet and extremely high ceilings, the goal was to highlight all products and make the space feel full. The walls were covered in slatwall that is made to look and feel like old brick. The helmet display mimicks a Wrigley Field like dug-out. The flooring was chosen to direct traffic through this immense space. This look has definitely hit a home-run!

Timmy's Toy Chest When Timmy’s Toy Chest came to us for their new space, we were delighted. The original store Barr designed was much smaller. The wall units were in excellent condition and could be used in the new space. By adding more slatwall and floor fixtures, this shop encourages adults to glance back to childhood and the children with them reap the benefits. Located in Lake Mary, Florida, they are always happy to see new visitors to their fun space!

Tiny Toes Children's Shoe Boutique

This upscale children’s shoe store in Orlando, Florida, wanted a clean and crisp, white background to feature the colorful children’s shoes. A custom counter was designed with a showcase area. All units are

maple painted white with decorative, yet simple crown moulding

Swim & Style Swim & Style carries both the luxurious side of the pool life and the maintenance side. Our challenge was to showcase the furniture and glasswear one might find around the pool, yet supply a safe and sturdy display for the chemicals and pool toys. Grid, Metal Shelving and Wood

Shelves compliment the specific areas of this specialty store.

Riegel Beauty Concepts Inc. This specialty beauty product store wanted a unique and custom wall system that would portray a clean and spacious environment. A mix of metal, wood and glass gives this space a timeless feel.

Timmy's Toys - Original Space This customer wanted a fun, kid-friendly space that would utilize as much display space as possible. Due to a broad product mix with a variety of sizes, the flexibility of displays was also a big concern. Maple slatwall combined with wall units and versatile floor displays created the flexible, functional space the customer desired.

Banner Mercantile Creating the feel of an old-fashioned General Store was the goal for this retail store design. Worn, plank style wall units, H-merchandisers topped with an oxen harness, and country cupboards create a rustic, country feel of the past with the function and versatility of today's

fixtures.

Powersports Center Large space, short-time frame, little back-room storage and small

budget were our building blocks here. Within three weeks, we had an affordable layout and sturdy options for this cycle supply center. Stock

wall standards, sturdy shelves, and grid create style for a

storage/showroom combination.