Scribd
Upload
200 views

Store Design and Visual Merchandising

The document discusses store design and visual merchandising. It outlines key elements of store design including the storefront, interior, lighting, and sensory elements. Store design should be consistent with the brand image and strategy. It also influences customer behavior. Visual merchandising is the artistic display of merchandise and props used to create scenes in the store. Elements like lighting, color, sound, and scent impact customer emotions and shopping behavior. The overall goal is to attract customers into the store and guide them through the shopping experience.

Uploaded by

arpannv
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
200 views

Store Design and Visual Merchandising

The document discusses store design and visual merchandising. It outlines key elements of store design including the storefront, interior, lighting, and sensory elements. Store design should be consistent with the brand image and strategy. It also influences customer behavior. Visual merchandising is the artistic display of merchandise and props used to create scenes in the store. Elements like lighting, color, sound, and scent impact customer emotions and shopping behavior. The overall goal is to attract customers into the store and guide them through the shopping experience.

Uploaded by

arpannv
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 21

Store design and Visual

merchandising
Presented by:
Arpan Vansadia
STORE DESIGN
• Storefront Design
• Interior Design
• Lighting Design
• Sounds and Smells : Total Sensory Marketing
Objectives of good store design
Design Should be:
• Consistent with the image and strategy
• Positively influence consumer behavior
• Consider costs versus value
• Be flexible
• Recognize the needs of the customer
External
Display
space Elements of Store Design
Frontage
& Parking
Entrance
Building
Architecture Location

Health Store
&Safety Design
Access

Store
Theme

Target Merchandise
Customers Mix
STORE DESIGN
• Ambience:
• It is the overall feeling or mood projected by
store through its aesthetic appeal to human
senses.
Lighting Design
• It is used to highlight and feature merchandise
on display.
• Capture a mood
• Level of light can make a difference
1) Blockbuster
2) Fashion Departments
colour
Colour is the king.
• Retailiers believe consumers are more apt to buy
clothes that appear in full size and colour
assortments.
• Warm colours increase blood pressure, respiratory
rate and other physiological responses-attract
customers and gain attention but also be distracting
• Cool colors are relaxing, peaceful, calm and pleasant-
effective for retailers selling anxiety-causing products
Sound & scent
• Sound
• Music viewed as valuable marketing tool
• Often customized to customer demographics
• Can use volume and tempo for crowd control

• Scent
• Smell has a large impact on our emotions
• Victoria secret, the magic kingdom, the knot shop
• Can be administered through time release atomizers or via
fragrance-soaked pellets placed on light fixtures.
Impact of physical environmental factors
on shopping behavior
Physical environment

Emotions

Store layout & design


Merchandise display
Music  Customer Shopping
Senses Behaviour
Aroma
Stimulus Response
SEE HEAR TOUCH SMELL TASTE Emotional State

Attraction Storefront Curiosity,excitement


display + Apple
logo
Transition Music + Amazement
entry greeted
by staff
Engagement Encourage use Staff Products Excitement by using
of display new products,
product, free desire to learn and
wi-fi, children`s explore
area
Transision Cash out Staff Checking Smell of Content and
Exit counter, name gratitude product new satisfied-
display while product with/without
unboxing purchase
instore
Extention Apple bag, Purchased Pride- having
website product, become a part of
tutorials on peripherals the apple family
product, and add-
advertisement ons
s
Objectives of the Store environment
• Get customers into the store
• Serves a critical role in the store selection
process
• Important criteria include cleanliness, labeled
prices, accurate and pleasant checkout clerks,
and well stocked shelves.
• Store itself makes the most significant and last
impression.
• Store Image: Customer’s perception of the store and its
attributes.

• Atmospherics : a store's physical characteristics that are


used to develop a retail unit’s image and draw
customers.
• Describes the physical elements in a store's design that
appeals to consumers and encourages them to buy.
• Classified in terms of exterior and interior atmospherics
Components of retail atmospherics

 Exterior atmospherics
 Interior atmospherics
 Store layout
 Visual merchandising
Visual Merchandising

• It is an artistic display of merchandise and the


theatrical props used as scene-setting
decoration in the store.
Visual Merchandising
Visual Communications
• Co-ordinate signs and graphics with store
image
• Inform the customer
• Use signs and graphics as props
• Keep signs and graphics fresh
• Use appropriate typefaces on signs
• Create Theatrical effects
Lead the Customers to temptation
• Department- store design incorporates a gauntlet of
goodies to stimulate impulse buys.
• Cosmetics ,a stores most profitable department, should
always be at the main entrance to the store.
Its all in the Display.
When an item , such as a watch or a scarf , is displayed in a
glass case, it implies luxury.
An item in a glass case with a lot of space around it implies
real luxury.

You might also like