1. Chapter 9
Store Design and Visual Merchandising

2. Store Design Influence customers before entering store
Positive effect on customers
Customers want to explore the store
Created to project store image
Store layout is a factor in the sale in how customers move through the store

3. Store Image - Personality of the store
Components of store image:
type of merchandise/service
quality
sales associates
design and layout
bags and packaging
colors of the store décor
store fixtures/equipment
lighting
music
scent

4. Store Image Ambiance - the character and atmosphere of a place.
Image should serve to remind customers what is unique and special about the store

5. Store Design
Retailers hire professional store designers, experts in customer traffic patterns
Begins with customer’s first impression of the store: Store’s Exterior
Front Windows
Front door
Store sign

6. Front Windows Window used to display merchandise
Arranged nicely in a pleasing pattern
Attract customers to want to go into the store
Clean and well lit

9. Front Door Invite customers to walk through Color and style
Project same image as store

10. Store Sign Consistent with design element
Recognizable and designed with colors and fonts coordinated with overall image

11. Interior Store Design
Encourage customers to browse and feel comfortable
Target customers; Example, teenage store should portray teenage image
Selling Space Most important of the interior space, selling space is what customers remember, include store elements such as color of walls and flooring, different fixtures

12. Fixtures are permanent or moveable that hold displays

13. Behind the Scenes Behind selling space, Receiving and marking area
Merchandise storage area
Supplies storage area
Office area
Mechanical necessities area for heating and a/c

14. Store Layout
An arrangement of the store’s merchandise, fixture, and equipment.
Effective layout encourages customers to move from one area to another and through as much of the store
Longer customer stays in store, more likely it is for them to make a purchase.
Goal = Maximize each square foot of the selling space

16. Best Merchandise Forward
Main principle when determining merchandise placement.
Place best merchandise near entrance of store or seen from escalator.

17. Impulse Purchasing Place where customers can see them and easy to buy
Inexpensive
Not much thinking

18. 9.2 Visual Merchandising
The integrated look of the entire store and is composed of all the visual aspects of a store.
Effectively uses all components of store image
Should always reflect the image retailer wants the store to project

19. Display Presentation of merchandise
2 Main Purposes of any specific display:
1. Promotional Displays – designed to sell merchandise. Ex. Arrival of spring clothing line
2. Institutional Displays – designed to generate goodwill for the store. Ex. Holiday display window in NYC- tells a story, seasonal spirit

20. Interior Displays
2 goals: attract customers’ attention and to encourage customers to buy merchandise
Display Styles
Open
Closed
Room-setting
Point of sale
Store decoration

21. Open Display Shelves and racks Allows customers to browse, touch, feel
Ex. Belts, Jeans, Shirts

22. Closed Display
May hold merchandise that is very valuable or very fragile
Customers may still touch, feel, hold merchandise however under supervision
Ex. Jewelry, Watches, Expensive ties

23. Room-Setting Display
Allow customers to visualize how merchandise will look in their home

24. Point of Sale Used for impulse merchandise Near cash register
Customer decides to buy the merchandise at point of sale
Usually low price, so it is easy for customers to add to purchase

25. Store Decoration
Promote a season or holiday

26. Display Props Decorative Props- enhance merchandise being displayed
Functional Display Props- hold the merchandise of a display
Shelving
Hanging
Pegging
Folding
Stacking
Dumping