Store Design & Visual Merchandising Mrs. Wilson Principles of Marketing

Q.O.D 2.4.14 Store Image- personality of the store Store Image Type of merchandise and services Quality of merchandise and services Sales Associates Design and layout of the store Bags and packaging Colors of the store décor Store fixtures and equipment Lighting Music Scent

Examples…(write answers in your notebook) Great Store Image? Poor Store Image?

Store Design So important that some retailers hire professional store designers Experts in customer traffic patterns Know which types of merchandise sell best in particular locations within a store Begins with 1st impression (starts with exterior building)

Exterior Store Design

Exterior Store Design First three things a customer sees : Front Windows- used to display merchandise Ex.- New Nikes at Foot Locker Front door- closed? Open? Color? Store Sign- recognizable, designed w/ colors that coordinate with overall image

Interior Store Design What is the target market?

The Interior- Selling Space MOST IMPORTANT IS SELLING SPACE!!! what customers see each time they visit the store! Colors of the walls, flooring, fixtures

FIXTURES Fixtures- permanent or moveable store furnishings that hold or display merchandise.

Behind the Scenes (also very important) Receiving Area Extra Merchandise Area Supplies Storage Manager’s area Heating/Air All these areas must be well kept and organized for a store to run efficiently

Store Layout Store Layout- arrangement of the store’s merchandise, fixtures, and equipment Includes: Placement of cash register Wrap desk (where you pay) Fitting rooms Merchandise arrangement

Outdoor World Louis Vuitton

Free Flow Layout Fixtures and merchandise grouped into free-flowing patterns on the sales floor – no defined traffic pattern Works best in small stores (under 5,000 square feet) in which customers wish to browse Works best when merchandise is of the same type, such as fashion apparel If there is a great variety of merchandise, fails to provide cues as to where one department stops and another starts Storage, Receiving, Marketing Underwear Dressing Rooms Checkout counter Clearance Items Feature Jeans Casual Wear Stockings Accessories Pants Tops Skirts and Dresses Hats and Handbags Open Display Window

Spine Layout Based on single main aisle running from the front to the back of the store (transporting customers in both directions) On either side of spine, merchandise departments branch off toward the back or side walls Heavily used by medium-sized specialty stores ranging from 2,000 – 10,000 square feet

Grid Layout Best used in retail environments in which majority of customers shop the entire store Can be confusing and frustrating because it is difficult to see over the fixtures to other merchandise

Loop Layout Major customer aisle(s) begins at entrance, loops through the store (usually in shape of circle, square or rectangle) and returns customer to front of store Exposes shoppers to the greatest possible amount of merchandise by encouraging browsing and cross-shopping

2.10.14 What are the 4 types of store layouts? Name them and give an example of each that WAS NOT discussed in class.

Apple Store Layout

Wal-Mart’s Floor Design

Visual Merchandising Look of the entire store Store’s appearance and atmosphere it projects to everyone who enters

Components of Visual Merchandising 1. Display Presentation of merchandise (clothes, shoes, eyewear, socks, etc.) to attract customers so they will look at the merchandise. Most important of visual merchandising

2 Types of Displays 1. Promotional Displays Designed to sell merchandise- sale prices or regular Can be for new merchandise (new spring clothes or the latest book release)

2 Types of Displays 2. Institutional Displays- usually to commemorate holidays & to generate goodwill for the store.

The Color Wheel Stores uses this to help create a color scheme and image for a store.

Interior Displays 2 goals of a promotional display: Attract customer’s attention Encourage customers to buy the merchandise Who creates displays? Small store: owner or sales associate Large Store: Visual Manager/Visual Associate

Creating Store Displays: 5 STEPS Generate idea or theme Determine where the display will be Meet with management to get approval Determine which merchandise will be featured Install the display Maintain/ Dismantle the display

Display Styles Open Display-features merch. In a setting that allows customer to touch and handle it

Display Styles 2. Closed Display- feature glass fronts and sides so customers can see the merchandise, but they can’t touch it.

Display Styles 3. Room-Setting Display-assembled to actually look like a room (What would this look like in my room?)