Store Design And Layout Pdf

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Importance of a Store Layout

Although the retail industry is transforming as technology continues to shape the consumer landscape, the primary goals of a sound retail strategy have not changed: Deliver value in the supply chain and create a unique customer experience. One way to do this is to design a digital and physical retail environment that captures the overtaxed attention of consumers today.

Use the navigation guide on the left to find a collection of essential retail floor plans and discover the pros and cons of each. A retail store layout whether physical or digital is the strategic use of space to influence the customer experience.

How customers interact with your merchandise affects their purchase behavior. While the exterior retail store layout includes exterior store design and customer flow, it also includes the following factors:. The objective of retail store design is to positively impact customer experience and create value, which is the primary goal of retailers in the supply chain.

It is essential to understand your customer flow and the general patterns of navigation in your specific retail environment before you can optimize customer experience and plan a strategic store layout.

Retailers, consultants, store planners, interior designers, and architects all use a variety of retail floor plans and concepts to influence customer flow and behavior. Retail giants along with small, independent retailers can improve customer experience, and in return, long-term profitability with efficient store layouts.

The first step to maximize your profitable retail space might be the most unavoidable, however the principle and knowledge behind the customer behavior is crucial for understanding your overall design strategy.

Walking up and down stairs or using elevators and escalators to navigate a store hurts customer flow. When possible, planning for a single floor store design will optimize the customer experience. Exceptions exist, such as downtown locations where real estate is at a premium or large department stores with multiple categories of merchandise.

Consider your overall retail strategy and store layout design prior to selecting your store location. If you have multiple floors, account for the preferences of first floor shoppers by using this space for the feature or high-margin merchandise in your retail mix.

Ebster presents some general rules for customer traffic. Customer flow patterns vary depending on the type of retailer, the size of the store, and the target customer. Ebster encourages retailers to use their observations to discover the problems and opportunities unique to their environment. The next step in maximizing your space for profitability is identifying your customer flow.

The most effective method for understanding your existing customer flow and identifying areas of opportunity is video recording and heat mapping analysis. This service is available via solution providers such as Prism you can also do a quick online search for heat mapping consultant services in your area.

However, setting aside different times of the day to make in-store observations in person and recording your notes is a step in the right direction for identifying customer flow patterns. After you identify how your customers navigate your entire retail space, turn your attention back to the entrance. The average customer needs this space to transition so they can familiarize with the new environment.

Underhill is adamant that nothing of value to the retailer, not high-margin merchandise, prominent signage, or brand information goes inside this zone.

Customers need time, however brief, to adjust to new lighting, smells, the music, and the visual stimulation in the store. The area just outside of the transition zone is where most retailers make a first impression. Customers consistently turn right after entering the store and continue to navigate the store in a counterclockwise direction. Ebster points out that this customer behavior repeats itself time and again in consumer research.

Although researchers and design professionals have different explanations for the reaction, in general, many recommend displaying high-margin merchandise and valuable information just to the right of the entrance outside of the transition zone.

Finally, follow your customer flow through the transition zone and around the retail space in a counterclockwise pattern. Search for tight spaces or bottlenecks along aisles or around fixtures and displays. If a customer is touched, bumped, or otherwise interrupted when interacting with merchandise, they are likely to move on from the items or exit the store altogether.

Ebster uses customer behavior research from one study of a supermarket to further advocate for broader aisle design. Video analysis showed fewer customers entering narrow aisles in the store compared to the more expansive, accessible walkways. These aisles send positive signals to shoppers and positively impact customer flow and merchandise interaction. Once you research and understand how customers navigate your store, you can start influencing how they interact with the merchandise.

The foundation for this strategy is the design of your store floor plan. To create an environment that strategically emphasizes the desired purchasing behavior, it is essential to use all of the floor space you have allotted for merchandise, base your layout on the principles of customer behavior, and not sacrifice customer flow for artistic taste.

With these factors in mind, the following are common store layouts for your consideration. This layout directs the customer on a predetermined route through the retail store. As an example, Ebster uses furniture retailer IKEA to demonstrate the use of the forced-path store design.

Research shows that, with this type of store layout , IKEA achieves a uniform and efficient customer flow that promotes higher sales. Ebster discusses the advantage of a forced-path layout: Every aisle in the store is maximized. With customers exposed to all of the merchandise offered, this design might entice the customer to make an unplanned purchase.

However, he points out that using this store layout risks irritating shoppers that have a specific task and desired location, and could also overwhelm shoppers by hurrying them through an experience of customers all moving in one direction together, quickly. The grid store layout design is a familiar, repetitive pattern favored by retail drugstores like Walgreens and hardware stores like Ace Hardware.

According to Ebster, there are multiple advantages to the grid layout, including the following:. Ebster uses this analogy to describe the way a loop store layout uses a path to lead customers from the entrance of the store to the checkout area. This is a versatile choice for store design when implemented with another layout style or used as a prominent feature of the retail store.

Ebster recommends this layout for a larger retail space over 5, square feet and encourages a clear and visible loop for customer flow. Designers accomplish the loop effect by making the floor path a standout color, lighting the loop to guide the customer, or using a different floor material to mark the loop. Lines are not recommended, as they can be a psychological barrier to some customers, potentially discouraging them from stepping away from the loop and interacting with merchandise.

Ebster encourages a loop design that rewards the customer with interesting visual displays and focal points on the way to the checkout area. The straight store layout is efficient, simple to plan, and capable of creating individual spaces for the customer. Plus, a basic straight design helps pull customers towards featured merchandise in the back of the store.

Merchandise displays and signage is used to keep customers moving and interested. Liquor stores, convenience stores, and small markets use the straight design efficiently. However, the drawback is the simplicity: Depending on how a customer enters the store and moves past the transition zone, it may be more difficult to highlight merchandise or draw them to a specific location. Just as the name implies, the diagonal store layout uses aisles placed at angles to increase customer sightlines and expose new merchandise as customers navigate through the space.

A variation of the grid layout, the design helps guide customers to the checkout area. Small stores can benefit from this space management option, and it is excellent for self-service retailers because it invites more movement and better customer circulation. When the checkout is located in the center and possibly raised up, the diagonal layout offers better security and loss prevention due to the extra sightline effect. There is a perception of higher quality merchandise that the angular layout leverages to target the appropriate customer behavior in that environment.

And although this design sacrifices efficient space use, because of the rounded displays and limited shelf space, if a retailer has sufficient inventory storage away from the sales floor, this layout is useful in creating a unique perception. Popular with retailers targeting trendy millennials and Generation Z demographics, a geometric layout offers artistic expression and function when combined with the appropriate displays and fixtures. The unique architecture of some retail stores, including wall angles, support columns, and different ceiling styles mix well with the uniqueness of a geometric layout.

Merchandise displays and fixtures of various geometric shapes and sizes combine to make a statement, often as an extension of the retailer's overall brand identity. Clothing and apparel stores use a variety of environmental merchandising strategies for example, music, scents, and artwork with the geometric layout to enhance the customer experience. The mixed store layout uses design elements from multiple layouts to create a flexible option for retailers. Department stores use a compelling mix of straight, diagonal, and angular concepts, among other design elements, to create a dynamic flow through a range of departments featuring a variety of merchandise.

Large grocery store chains also successfully combine mixed store layout elements. For example, customers have the flexibility to navigate through a grid layout for their basic groceries but feel compelled to search the angular displays featuring high-margin wine, beer, and imported cheeses. The advantages of combining different store layouts seems apparent, but the space and resource requirements to maintain this design can pose difficulties to retailers.

A free flow layout rejects typical design patterns and styles commonly used to influence customer behavior. In a free flow layout, the intent is not to lead the customer using predictable design patterns, displays, or signage. There are no specific design rules followed for this retail store design, and customers have more liberty to interact with merchandise and navigate on their own. For this reason, the free flow layout is sophisticated in its simplicity.

Ebster points out that customers feel less rushed in this creative environment. Retail stores look less sterile in the free flow design, and merchandise may seem more intriguing. The main disadvantage to this experimental design layout is the risk of confusing customers past the point of their preferred behavior and disrupting customer flow. Merchandise is separated by category, and customers are encouraged to interact more intimately with like items in semi-separate areas created by walls, merchandise displays, and fixtures.

Typically used by boutique clothing retailers, wine merchants, and gourmet markets, this layout stimulates customer curiosity in different brands or themes of merchandise within the overall category. She is adamant that store design is important and should not be overlooked when designing the customer experience.

Rodriguez points out that the customer experience is influenced by more than the overall layout. Many companies make the mistake of copying what others are doing, which creates more confusion.

People have brand loyalty and want to see differentiation and a reason to move from their comfort zone. They can entice the customer via emails, push alerts via their app, digital experiences throughout the store, assisted and unassisted sales, and tech help to ensure your product is ready to use or installed properly.

For example, she believes the video game section could be designed to be more cohesive and less scattered in different spaces. When it comes to designing the retail store and customer experience, Rodriguez has a specific message. There is no way to measure whether someone saw a great campaign or experienced a digital innovation you created and if that led them to buy months down the road. But the reality is those authentic and real moments stick with people and it takes time [ Rodriguez points to Nordstrom and Tesla as examples of retailers that understand the importance of authentic, real customer experiences that are easy and memorable.

They provide a boutique experience which draws in consumers based on emotion, feelings of nostalgia, and even sex. It puts something out of reach directly into their hands. Rodriguez appreciates how Nordstrom varies store design elements and floor plan layouts for different customers and how important balanced design is to the customer experience. To know your customer is to know your retail business. The correlation between a retailer's profitability and the customer experience is closer than ever in retail history.

Store layout and its impact on consumer purchasing behaviour at convenience stores in Kwa Mashu

Having your employees move around on the sales floor instead of staying behind the counter is a good way to make the place more inviting. The retail design field is getting smarter, allowing brands to use digital features in the design of stores. What kind of store layout do you prefer? Different Layout design for Retail space management. This site uses Akismet to reduce spam. In this post, we will be sharing some basics on store layouts and how they are connected to merchandising.

Retail Store Layout

Planning the layout of your store is both an art and a science — it requires creativity, psychological insights, and testing. Your floor plan plays a critical role in managing store flow and traffic. The choice of which one is right for you will depend on a number of factors including the size of your store, the products that you sell, and more importantly, your target market. What are your customers like?

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Although the retail industry is transforming as technology continues to shape the consumer landscape, the primary goals of a sound retail strategy have not changed: Deliver value in the supply chain and create a unique customer experience. One way to do this is to design a digital and physical retail environment that captures the overtaxed attention of consumers today. Use the navigation guide on the left to find a collection of essential retail floor plans and discover the pros and cons of each.

Store layout and its impact on consumer purchasing behaviour at convenience stores in Kwa Mashu

Retail Floor Plans 101

A solid floor plan is the perfect balance of ultimate customer experience and maximized revenue per square foot. Many retailers miss this point. Retailers who deliver on experience have higher revenues than those that don't—even if the square footage is comparatively smaller. For example, some retailers "crowd" the sales floor with lots of merchandise. While this increases selection, it also decreases customer traffic flow space.

Chapter 11: Store Design and Layout. Marketing 11 Mrs. James

Store Design Objectives Consistent with retailers image and strategy Positive influence on customer satisfaction and purchase behavior Cost effective Flexible. Grid Layout Long gondolas in repetitive pattern. Easy to locate merchandise Does not encourage customers to explore store Limited site lines to merchandise.

Space is expensive Maximize contribution to sales Maximize contribution to profit Space is limited Maximize efficient use. Storage for inventory, emp ee washroom, heating, electricals, etc. Customer service areas overhead Customer service desk, change rooms, public washrooms. Style designer, practical Level of comfort soft and deep sofas, hard plastic chairs Number lots of chairs more welcoming Placement grouping? Track lighting vs.

Store Design Objectives Consistent with retailers image and strategy Positive influence on customer satisfaction and purchase behavior Cost effective Flexible. Grid Layout Long gondolas in repetitive pattern.

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