Store Layouts and Planogram

Store Planning
Store Designing
 Store Planning
 Location Planning - Retail store formats dictate the location of the
store; besides mapping the catchment area also plays an important
role in taking a decision

› High Street
 very busy with customer traffic
 Has an array of retail stores in small sizes
 Stores are generally in clusters based on product category
 High real estate rentals
 e.g. Linking road Bandra

› Destination/ Free standing Location

 May not be in a commercial retail area at all
 Low real estate rentals
 Large parking area
 Customer needs to be lured into the store through marketing efforts or through
product/services differentiation
 e.g. Metro cash n carry
 Store Planning
 Location Planning
› Shopping center/ Mall
 Has a clean environment
 Has existing Mall traffic
 Designated Parking area
 Medium to high rental costs
 e.g. DLF Mall in Delhi

 Site/building Selection
› Type of leasing or ownership module retailers would like to
invest in
› Size of the property
› Approach facility – is it commercially viable
 Importance of Store Design
 Expectation of an aware customer has prompted retailers to
take note of the importance of Store design

 Store design acts upon the conscious as well as the sub

conscious level of the customers perceptions
› – Store image
› For the retailer, developing a powerful image provides the
opportunity to embody a single message, stand out from the
competition and be remembered.

 Not only is the retailer trying to improve the product/service

he is also trying to provide with a total experience
 Importance of Store Design
 In 3 Seconds…

 A shopper should be able to determine a store’s

› Name
› Line of trade
› Claim to fame
› Price position
› Personality
 Store Design Objectives
 Implement the retailers strategy
› store needs to reflect the strategy of the retailer
› e.g. Sam’s club needs to have a look and feel of a warehouse
hence high ceilings with not state of the art fixtures giving an
illusion of price

 Influence the customers buying behavior

› store designs are made to attract the customers to the store;
› enable them to easily locate merchandise of interest;
› keep them in the store for a longer period of time;
› motivating them to make an unplanned, impulse purchase;
› ultimately provide them with the satisfying shopping
experience
 Store Design Objectives
 Provide flexibility
› store design needs to understand that the products have a
life cycle
› cannot have fixtures which cant be modified

 Control design and maintenance costs

 Meet legal requirements

› rights of disabled, fire hazard signage and directions

FACT O FILE – RETAILERS REMODEL THEIR STORE EVERY 4 YEARS

 Elements of Store Design
Frontage & Ext. Display
Entrance space
Parking

Building
architecture Location

Health &
Safety Access
Store design

Store
‘theme’

Target Merchandise
Customers Mix
 Elements of Store Design

 Location  Fixtures
 Parking  Flooring & Ceilings
 Ease of access  Lighting
 The building  Graphics & Signage's
architecture  Atmospherics
 Health and safety
standards
 Store windows,
lighting
 Elements of Store Design
 The Storefront
› Straight fronts
› Angled fronts
› Arcade fronts
› Should be well lit
› Safe from customer’s point of view

 Sounds and Smells: Total Sensory Marketing

Interior Store Design

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 Space planning
 Space Productivity - represents how effectively the
retailer utilizes its space and is usually measured by sales
per square foot of selling space or gross margin earned
per square foot of selling space, per day (gmrof pspd).

 Helps to determine the blue print for profitable

deployment of space

 Helps to identify the efficiency of selling space and

pitching it against the non selling space

 Helps to identify the Hot Spots, Warm Spots and Cold

Spots
 Atmospherics & Aesthetics
 Fixtures
 Flooring & Ceilings
 Lighting
 Graphics & Signages

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 Prof. MEPANI

Store Layout
The more merchandise customers are exposed to, the more
they tend to buy.
Visual Communications Store Planning
Retail Identity Space Allocation
Graphics Layout
POS, Signage Circulation

Store Image
&
Space Productivity

Store Design Merchandising

Exterior Design Fixture Selection
Ambience Merchandise Presentation
Lighting Visual Merchandising
 Elements of Store Layout
 Positioning of Merchandise
› The retailer needs to display its merchandise to
encourage sale of products

› It has to organize its merchandise while keeping in

mind stock densities and equipment present in the
store

› Keep displays simple. Avoid putting in too many items.

› Focus on impulse items (Items people buy on the spur

of the moment)

› Use proper lighting and props

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 Elements of Store Layout
 Positioning of Merchandise

› Do power walls (displays of mass amounts to show

best sellers)

› Show complementary / coordinating items together

› Change displays on an ongoing basis

› Use motion if possible to attract attention

› Focus on best sellers.

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 Elements of Store Layout
 Planning Fixtures and Merchandise Presentation

› Fixture Types
 Hard lines Fixtures e.g. general merchandise
 Soft lines Fixtures e.g. apparel
 Wall Fixtures

› Merchandise Presentation Planning

› Selecting Fixtures and Merchandise Presentation

Methods

› Visual Merchandising

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 Elements of Store Layout
 Soft lines Fixtures

› Bulk or Capacity Fixture is a display fixture that is

intended to hold the bulk of merchandise without
looking as heavy as a long straight rack of
merchandise.

› Feature Fixture is a display that draws special

attention to selected features (e.g., color, shape, or
style) of merchandise.

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Four-Way Feature Rack and Round
Rack

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Straight Rack
Rounder
Prof. MEPANI

Four-Way
Gondola

•Hold large quantities

•In depth collection of single
style
•Usually the largest fixtures
in the store
 Elements of Store Layout
 Wall Fixtures

› The basic element in almost any retail

establishment's layout is the wall case
› The case can be fitted with shelves for stackable such
as sweaters, shirts, towels, dinnerware, glassware, or
table linens
› Wall space can also be fitted with shelves for
displaying stacked merchandise or rods for hanging
merchandise

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  A display case that has
Showcase a glass top and front
used to showcase
merchandise the store
wants protected
Point-of-purchase  Displays near a
check out
counter used to
catch the
customer’s eye
and stimulate
impulse buying
  Where
Danglers promotional/
decorative
materials are
hung from the
ceiling
Promotional Presentations that
displays emphasize
merchandise items,
lines, or a trend
 Elements of Store Layout
 Props

› Objects added in a display to dramatize, get

attention, and help to create a theme, an idea, or
ambience.
› Functional props
 Mannequins
 Pedestals
 Screens

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 Mannequin
A three-dimensional
representation of the
human form, realistic or
abstract, used to display
merchandise
A smaller version or
partial mannequin is
known as a form and is
used as an alternative to
a mannequin
 Merchandise Presentation
Planning
• Methods of Merchandise Presentation:
• Shelving
• Hanging
• Pegging
• Folding
• Stacking
• Dumping

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 Merchandise Presentation
Planning
• Psychological Factors to Consider When
Merchandising Stores:
• Value/fashion image
• Angles and sightlines
• Vertical color blocking

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45-Degree Customer Sightline

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Vertical Color Blocking

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 Visual Merchandising

• Visual Merchandising
Is the artistic display of merchandise and
theatrical props used as scene-setting
decoration in the store.

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 Visual Merchandising

• Lead them to temptation.

Department-store design
incorporates a gauntlet
of goodies to stimulate
impulse buys. Cosmetics,
a store’s most profitable
department, should
always be at the main
entrance to the store.

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 Visual Merchandising
• 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.

• Color is king. Retailers believe

consumers are more apt to
buy clothes that appear in full
size and color assortments.

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 Lighting

 Lighting performs an essential function of

illuminating both the store and the merchandise,
and gives the store its atmosphere
 Lighting must be considered in the context of the
floor plan and the merchandise strategy for the
store
 Circulation areas can be differentiated using
lighting
The handling of that contrast is the key to successful
lighting
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 Lighting
Lighting is essential to the creation of store
atmosphere and enhancing store image
Store lighting systems must be designed to
 Attract attention
 Generate interest
 Create a comfortable ambience
 Light creates visual impact.
 Light can create contrast and accent displays
 Light can place focus on one particular item
 Colored lights can dramatize displays
 General Lighting Levels
 Very Low: Boutiques
 Low: Restaurants, exclusive specialty stores
 Average: Dept stores, specialty chains
 Fairly high: Supermarkets, discount stores
 High: Warehouse operations
Lighting with
Color

•The application of
colored lighting in a
department or a
window can be a risky
business

•Colored lighting
should be used only
for special effects or
when it is necessary to
intensify the color of
the merchandise
BASIC STORE FLOOR LAYOUT
 Free Flow Layout -
 Fixtures and Merchandise are
grouped in Free-flowing patterns
on the sales floor
 This layout is used in specialty
stores like-: Reebok, Nike
 Works best in small stores
(under 5,000 square feet) in
which customers wish to browse
 Fixtures and aisles arranged
asymmetrically
 Used in small specialty stores
and departments within large
stores.
 Pleasant ambiance doesn’t come
cheap.
Free Flow Layout -

Storage, Receiving, Marketing

Underwear Dressing Rooms

Hats and Handbags

Accessories
Stockings

Tops
Checkout counter
Casual Wear

Clearance Items

Tops
Pants

Skirts and Dresses

Feature Feature
Jeans

Open Display Window Open Display Window

Free Flow Layout -
Prof. MEPANI

Spine Layout
Spine Layout is a type of
store layout in which a single
main aisle runs from the
front to the back of the
store, transporting
customers in both directions,
and where on either side of
this spine, merchandise
departments using either a
free-flow or grid pattern
branch off toward the back
aisle walls.

Heavily used by medium-

sized specialty stores ranging
from 2,000 – 10,000 square
feet
Spine Layout
Herringbone Layout
Herringbone Circulation is used
for a narrow store of maximum
40 feet width where the
highway is a single two way
one, bisecting the store along its
length with side roads leading
to the walls from it.

Example: MusicWorld, Plant-M

Race track/Loop Layout
 Race track/Loop Layout
Loop Layout is a type of
store layout in which a
major customer aisle
begins at the entrance,
loops through the store,
usually in the shape of a
circle, square, ar
rectangle, and then
returns the customer
the front of the store.

Advantages
Exposes customers to
the greatest amount of
merchandise
Race track/Loop
Layout
 Straight Floor/Grid Plan

Receiving & storage

Grid Layout is a type
of store layout in which
counters and fixtures
are placed in long rows
or “runs,” usually at
right angles,
throughout the store.
●
Used in grocery and
drugstores. Fruit
●
Long gondolas in Books, magazines, seasonal Cart area
display
repetitive pattern. Vegetables Checkouts
●
Cost efficient.
Entrance
. Office &
customer
service
Exit
 Straight Floor/Grid Plan
The straight floor plan is an excellent store layout for most any type
of retail store.
It makes use of
the walls and
fixtures to create
small spaces
within the retail
store.

The straight floor

plan is one of the
most economical
store designs.
 Straight Floor/Grid Plan
Advantages Disadvantages
Low cost •Plain and uninteresting
Customer familiarity •Limited browsing
Merchandise exposure •Stimulation of rushed shopping
Ease of cleaning behavior
Simplified security •Limited creativity in decor
Possibility of self-
service
 Diagonal Floor Plan

The diagonal floor plan is a good

store layout for self-service types of
retail stores.

It offers excellent visibility for

cashiers and customers.

The diagonal floor plan invites

movement and traffic flow to the
retail store.
 I

Angular Floor Plan

The angular floor plan is best
used for high-end specialty
stores.

The curves and angles of

fixtures and walls makes for a
more expensive store design.

However, the soft angles create

better traffic flow throughout
the retail store.
 Geometric Floor Plan
The geometric floor plan is a
suitable store design for clothing
and apparel shops.

The geometric floor plan is a

suitable store design for clothing
and apparel shops.

It uses racks and fixtures to create

an interesting and out-of-the-
ordinary type of store design
without a high cost.
 Mixed Floor Plan
The mixed floor plan
incorporates the straight,
diagonal and angular floor
plans to create the most
functional store design.

The layout moves traffic

towards the walls and back
of the store.
 Circulation Plan

A Sample

TMH Swapna Pradhan Retailing

Management 3ed. 67
 I

Circulation Plan
• Every retailer would want the customer to circulate through the
entire store

• Some retailers have a separate entrance and exit

• Super market retailers strategically keep the fresh merchandise

at the rear end of the store, thus encouraging the customer to go
through the entire length of the store to reach that section.

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A well designed store is like a good story with
a Good beginning, Better middle and BEST
end! So High foot fall and More Billing!!!!
(END)