X.

STORE LAYOUT AND DESIGN

Circle K is the most popular international convenience store chain in Vietnam. Due to the
integrated business characteristics of product trading and on-site dining, the design of the Circle
K convenience store is scientifically and reasonably designed, ensuring aesthetic functionality for
the entire store. One of the reasons that Circle K attracts customers is because the space is
harmoniously and reasonably arranged, bringing comfort to customers.
1. Design layout:

(1) Seating area (2) Service counter (3) Dry food (4) Milk & dairy products
(5) General products (6) Cosmetics (7) Ice – cream (8) Frozen foods
(9) Cold beverages (10) Alcohol (11) Confectionery products
As with any retail space, the goal of a convenience store layout is to maximize sales by
exposing customers to more products. The store's layout must be scientific and optimized to
save space, have logical booths and create aesthetics.
The layout of Circle K store is grid layout. This is a popular layout style that works best in
grocery stores, pharmacies, big box,...It’s ideal for stores that keep an eclectic variety of
merchandise on long shelves and follow a familiar, predictable layout. It maximizes every inch
of floor space, including corners. Thanks to that, the aisles are also designed to be airy to make
the most of the area without missing out on the store's space to create a convenient shopping
path for customers to shop.
It's a fact that many customers, when entering a store, often turn to the right unconsciously.
They also often have the habit of going counter-clockwise, looking from left to right and often
choosing items on the right side more. Retailers should arrange the most commonly purchased
items on the left, and on the right display products that are attractive and attract customers'
attention, so that customers have the opportunity to approach more with a variety of products.
Related goods will be arranged close to each other. For example, candies are placed close to
milk and dry foods, soft drinks are arranged in the same area as beer and wine.
 Entrance Area: Upon stepping into the welcoming ambiance of a Circle K store, the customer
is immediately greeted by a visually stimulating environment designed to captivate their
attention and inform them of the latest offerings. Strategic promotional displays, standees, and
signage strategically placed throughout the store act as dynamic storytellers, narrating the
narrative of ongoing promotions and showcasing featured products in an engaging manner.
These promotional displays serve as vibrant focal points, accentuating the store's vibrant
energy and presenting an array of enticing offers. Whether it's a standee strategically
positioned near the entrance, boldly showcasing a limited-time discount on popular snacks or
beverages, or signage artfully communicating exclusive deals on everyday essentials, the
visual landscape is curated to pique curiosity and prompt exploration.
1. Seating area: The seating area is arranged near the glass door, where people can enjoy the
view outside. This will give customers a feeling of spacious and comfortable space.

2. Service counters: Cashier area combined with serving food and drinks. In addition to serving
prepared foods, Circle K also serves on request with a diverse menu of food and drinks such as
meal boxes, fast food, tea, coffee,.... Customers will order at the counter and pay in advance,
then wait and receive food/drinks right at the counter. Some Circle K stores might have a self-
serve beverage station for coffee, allowing customers to customize their drinks. Counters are
located near the door so cashiers can greet arriving customers and observe customers as they
leave to add an extra layer of protection against theft.
The Circle K food menu mainly serves fast food but is diverse in variety and flavor.
3. Dry food: A variety of dry products such as cereals, tea, coffee, and especially instant noodles.
For bowl and cup noodles, you can use hot water that is always available in the store to prepare
and use right at Circle K.

4. Milk & dairy products: Types of fresh milk products, pasteurized milk and products made
from milk...

5. General products: As a convenience store, Circle K also serves a variety of basic products
such as batteries, stationery, laundry detergent, medical masks, tissues, even umbrellas and
raincoats.
6. Cosmetics aisles

7. Ice – cream section: Ice cream at Circle K is always diverse in types (popsicles, cones,
canned ice cream) and rich in flavor, capacity,... Not only does it sell domestic ice creams but
also new ice creams. Imported from many countries that not every supermarket or store has.
8. Fresh foods: Depending on the store, there may be a section with fresh food options such as
sandwiches, salads, or wraps.

9. Cold beverages: Circle K provides most of the popular, quality and reputable beverage brands
on the market today, from pure water, natural mineral water, carbonated water, energy drinks,
sports drinks , tea, coffee, juice... Circle K has both chilled and normal temperature water
bottles to conveniently meet customer needs. Ice cold glasses are also served to those who
need them.
10. Alcohol: Although not as diverse as bottled soft drinks, the alcoholic drinks at Circle K all
have clear origins and guaranteed quality. Circle K stores also have regulations that do not sell
wine, beer and other alcoholic beverages to customers under 18 years old to ensure the health
of young people.

11. Confectionery products: Aisles filled with snacks ranging from chips and candies to healthier
options like nuts or granola bars.
2. Fixtures
Store fixtures are structures that are used to display products and attract customers to them.
The fixture system used in retail stores indeed has a significant impact on the overall layout of
the store. As we know, Circle K convenience store used grid layout. Therefore, it is necessary
to use fixtures that help save or make the most of space.
Gondola shelves are a type of shelf to display a variety of goods that are widely used in retail
stores such as supermarkets, convenience stores... This type of shelf is placed in the center of
the store for maximum accessibility. customer.

In addition, wall display racks were also chosen to take advantage of the space on the wall in
the store. Display racks ensure that every available space on your walls is used effectively.

3. Lightning
Lighting is an important element in all retail stores. It provides a source of lighting,
illuminating the overall area so that shoppers can see the products, displaying goods visually. It
is necessary to ensure that the lighting in the convenience store is harmoniously arranged, just
enough to help customers find the products they need, while not being too dazzling.
Natural light is a top priority. Using transparent tempered glass doors has helped the store
receive maximum natural light. Daylight will flood in, creating a brighter and more airy
feeling. Artificial light sources also play an extremely important role. High-quality lighting can
help improve product visibility and image quality.
Electric light must combine harmoniously with natural light. During the day, the store will use
white light to help customers easily choose the products they need, avoiding creating a gloomy
feeling. In the evening, the store will use a combination of yellow light to help customers avoid
being blinded. Therefore, LED lights, especially recessed LED lights, are the type of lights
used in the Circle K chain of stores. LED lights have high brightness, diverse colors and can be
adjusted.

4. Color
Convenience store owners are advised to choose a prominent main color tone for their store to
make an impression on customers. The main color tone of the circle K store system is red. This
is an advantage to attract customers to the system. Therefore, what retailers need to pay
attention to is choosing colors that harmonize with the main color.
Black and white is the most reasonable choice. The white - red color combination is loved by
young people because it is both dynamic and still graceful and elegant. With black, because
red is a warm color, so Bback will soften the feeling of glare.
5. Music
Because Circle K is a convenience store that serves on-site dining, music also plays an equally
important role compared to other factors. Besides shopping, customers go to convenience
stores to eat and take breaks. Music will help create a relaxing mood and attract customers.
The store will prepare a list of songs for each time and each different customer group. For
example, light tunes will be suitable for the morning, upbeat songs will be suitable for the
evening.
XI. REFFERANCES
1. Bí quyết thiết kế cửa hàng tiện lợi
https://cuahangdep.vn/chia-se-kinh-nghiem-thiet-ke-cua-hang-tien-loi.html
2. 3 Tips to Optimize Your Convenience Store Layout
https://petrosoftinc.com/blog/back-office-management/3-tips-to-optimize-your-convenience-
store-layout-and-skyrocket-sales/#:~:text=Grid%20layouts%20are%20the%20most,before
%20they%20reach%20the%20checkout.
3. What to learn from the Circle K store opening business model
https://nhanh.vn/hoc-duoc-gi-tu-mo-hinh-kinh-doanh-mo-cua-hang-circle-k-n113498.html?
fbclid=IwAR3i-ybDseRS0-tLT27jcE8qvXuXqF4RfNxeRLZx0EhZksS449hk1BhCqIo#id32
4. Circle K's marketing strategy: Breakthrough in Vietnam's convenience retail industry
https://marketing-vn.com/chien-luoc-marketing-cua-circle-k.html?
fbclid=IwAR35YC1kybEd6PMQ5m-aBf_IaMge05Dob0ljWF3q_lvUp9riirKCaNzq-Pw
5. Circle K VN
https://www.circlek.com.vn/vi/?
fbclid=IwAR1ArWfjwwZDdg2Azx4Rbzc_gKq6ICAxWfRPDgQaIQNuoq3sxEHb4BRG7tA
XII. APPENDIX

GROUP REPORT CONTRIBUTION

Semester 1, Academic year 2023-2024
Group Name: ………………………………………………………………………………………
Topic: Circle K………………………………………………………………………………………….
Type of report: 🗹 Report + Presentation □ Video Clip
Link for video clip submission (For video clip option only):
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Contribution of each group member:
% of
contribution for
No. Student name Student ID Responsibility task
whole project
(in total 100%)

1 Huỳnh Như Quỳnh Learn and complete parts 8 and 9

2 Đinh Huỳnh Như Ngọc Learn and complete parts 1 and 2

Learn and complete parts 10,11 and
3 Trần Thị Ngọc Phúc
12
4 Phạm Nguyễn Như Hân Learn and complete parts 5 and 6

5 Nguyễn Phan Thảo Vân Learn and complete parts 3 and 4

6 Huỳnh Như Learn and complete parts 7

❖ Challenges of working that your group have are:

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All member signatures:

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 GROUP MEETING MINUTE (No. …)
Semester 1, Academic year 2023-2024
Group Name: ………………………………………………………………………………………...
Meeting Date: Start time: End time: ……………………...
Location: …………………………………………………………………………………………….

Member present:
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Member absent:
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Content of the meeting:

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 Conclusion:

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Assign tasks:
No
Task Person in charge Due date
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Group Leader’s signature Secretary’s signature

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