Retail store design-retailing image

• Retailing image mix--- Needs differ c2c so each retailer strategically plans a mix of elements to match the needs- both physical and emotional, of his customer mix. Elements r-

• 1-employee type and density-- specialty store like sari store requires high density of sales persons, approx-1/100sft ,to cater women, also knowing local language, education no bar. Contrary large dept store requires approx 1/400 sft, Well educated and suitably dressed.

• 2-Merchandise type and density-super mkt is very dense, average abt 8000 pieces/100sft,wherras dept store stock 750/100sft,furniture outlet or designer wear have low density to make merchandise appear exclusive.

• 3-fixture type and density-fixtures compliment the value of merchandise. jewelry store uses expensive wood work and marbles-granites whereas sport outlet uses metal and plastics. Density of fixtures i.e. no of fixtures /100sft complimenting density of merchandise as it has big impact on convenience of shopping.

• Store façade- • An imposing appearance concealing something inferior.• It is façade makes customer to decide whether to enter

or not. lasting impression in customers mind.• Combination of elements- 1-design, 2-ambience, 3-

merchandise, 4- service offerings.5-security guards in uniforms if greeter not policing look. All together provides “retail identity”

• Retailer ask himself Q-what Facade tell C ?,does it provides distinct identity? Does it have distinguishable features to set it apart from others in the category? Is the façade in tune with the understanding of the target profile of Cust.

• Helps in -1-invites C silently,2-makes it memorable, 3-creates TOM,awareness,4-conveys what is in store,5-

• E.g.-MacDonald's M emblem in yellow color, Bata shop sign boards, reliance petrol pumps in green. etc

• Problems in creating facades- tailor-made /exclusive creation of real estates for retail stores

• 4-Sound type and density- soft instrumentals for jewelry and cosmetics ,contrary casuals /fashion wear complimented by contemporary sound tracks from new bands.

• 5-Odor type and density-like sound, odor also creates +/- impacts on store atmosphere. fresh coffee beans and flower add to shopping experience in department stores, contrary cigarette smoke can b repellant.

• 6-visual type and factors- overall store presentation thru suitable designs, displays, and visual merchandising,yelow color shades compliment jewelry, impulse purchase of fmcg products r triggered thru warm –bright colors like red /yellow colors ,daylight –natural colors good for garments,

• Space mix- staple + convenience + impulse merchandise. Staple goods r core usp items of store, abt 55% space occupied of total store offering, shirts and trousers form a staple merchandise of dept store, for supertmkt grains and sugar etc is stalpe,Convnience goods-abt 30% like thru ensuring conversions. Impulse constitute 15% ear entrance /exits.

space mix provides merchandise promotion+profit+customer delight.