Retail Store Planning Quiz

Chapter 13: Store Layout and Design

• Learning objectives include listing elements of a store's environment and defining its primary objectives.
• Learning objectives also include discussing steps involved in planning a store and how various fixtures, merchandise presentation methods and techniques, and psychology are used to increase sales floor productivity.
• Other learning objectives describe the importance of store design to success, and the role of visual communications in retail stores.

Introduction to Store Layout Management

• Elements of the store environment are covered.
• Objectives of the store environment include developing a store image and increasing space productivity.

Exhibit 13.1 - Elements That Compose the Store Environment

• Visual communications, including retail identity graphics and point-of-sale signage.
• Store planning, including space allocation, layout, and circulation.
• Store image and productivity, including exterior design, ambience, and lighting.
• Merchandising, including fixture selection, merchandise presentation, and visual merchandising.

Introduction to Store Layout Management - Objectives of Store Environment

• Developing a specific store image.
• Increasing space productivity.

Store Planning

• Floor plan - A schematic that displays the locations of merchandise and customer service departments, the store's circulation patterns, and the allocated space for each department.
• Microretailing – A chain store retailer that tailors its merchandise and services to the immediate trading area.
• Stack-outs – Pallets of merchandise placed in front of main shelves in a store.

Store Planning - Allocating Space

• Types of space needed include back rooms, offices, other functional spaces, aisles, service areas, and non-selling areas.
• Space allocation planning also covers floor merchandise space and wall merchandise space.
• Circulation and shrinkage prevention are discussed.

Store Planning - Space Allocation Planning

• Space productivity index – A ratio that compares portion of total gross margin generated by a merchandise category to the store's selling space dedicated to it.
• Space allocations for new stores are considered.
• Planograms – Schematics illustrating how and where merchandise should be displayed on shelves for increased customer purchases.

Store Planning - Circulation

• Different store layouts are outlined, including free-flow, grid, loop, and spine layouts.

Store Planning - Free-flow, Grid, Loop, and Spine Layouts

• Free-flow layout groups fixtures and merchandise into flowing patterns on the sales floor.
• Grid layout places counters and fixtures in long rows or "runs" at right angles.
• Loop layout begins at the entrance, looping through the store, returning customers to the front.
• Spine layout features a single main aisle that runs through the store, with merchandise departments arranged on either side of the aisle.

Planning Fixtures and Merchandise Presentation

• On-shelf merchandising includes displaying merchandise on counters, racks, shelves, and fixtures throughout the store.
• Merchandising should be presented attractively and be easy to understand, access, and maintain.

Planning Fixtures and Merchandise Presentation - Fixture Types

• Hardlines fixtures.
• Softlines fixtures.
  • Bulk or capacity fixtures hold merchandise without appearing bulky.
  • Feature fixtures highlight specific features of merchandise.
• Wall fixtures.

Exhibit 13.8 - Four-Way Feature Rack and Round Rack

• Illustrations showing examples of racks.

Merchandise Presentation Planning

• Merchandising methods include shelving, hanging, pegging, folding, stacking, and dumping.

Merchandise Presentation Planning - Shelving

• Shelving is a prevalent merchandising method, placing merchandise on shelves that are inserted into gondolas or wall systems.

Merchandise Presentation Planning - Hanging

• Apparel is hung on hangers from softline fixtures, such as round or four-way racks, or from bars mounted on gondolas or wall systems.

Merchandise Presentation Planning - Pegging

• Small merchandise items are displayed using peg hooks/rods inserted into gondolas or wall systems.

Merchandise Presentation Planning - Folding

• Higher-margin or large softlines merchandise is folded and stacked on shelves or tables to create a high-fashion image.

Merchandise Presentation Planning - Stacking

• Large hardline merchandise can be stacked on shelves, bases of gondolas, or on platforms placed directly on the floor.

Merchandise Presentation Planning - Dumping

• Large quantities of small merchandise items can be placed in bins or baskets set within gondolas or wall systems.

Merchandise Presentation Planning – Key Psychological Factors

• Value/fashion image, angles/sightlines, and vertical color blocking are important psychological factors in store merchandising.

Exhibit 13.9 - 45-Degree Customer Sightline

• Illustration demonstrating customer view angles.

Exhibit 13.10 - Vertical Color Blocking

• Illustration demonstrating the effect of vertical color blocking.

Selecting Fixtures and Merchandise-Presentation Methods

• Proper fixture selection emphasizes merchandise attributes without overpowering it.
• The guideline for fixture selection aligns fixtures to merchandise, not the other way around.

Visual Merchandising

• Artistic displays showcasing merchandise and props.
• Visual displays are placed in focal points or feature areas, possibly out of customer reach.
• Visuals typically include relevant merchandise.

Store Design

• Storefront design identifies store name and nature, and hints at merchandise.
• Storefront design includes all exterior signage and architecture.
• Interior design features surfaces and architectural shapes.

Store Design - Lighting Design

• Lighting enhances store sales.
• Contemporary lighting design requires detailed knowledge of electrical engineering, and light effects on color and texture.

Store Design - Sound and Smells

• Store design appeals to all senses including sight, hearing, smell, and touch.

Visual Communications

• Name, logo, and retail identity should be catchy and reflect the retailer's mission.
• Institutional signage should clarify the merchandising mission, customer service policies, and other messages.

Visual Communications - Signage

• Directional and department signage is large and placed high to be visible throughout the store.
• Category signage is smaller and placed close to the merchandise fixture to be seen from closer distances.

Visual Communications - Point-of-Sale (POS) Signage

• Point-of-sale (POS) signage is small and placed close to merchandise, clearly stating the price of items.

Visual Communications - Lifestyle Graphics

• Lifestyle graphics portray merchandise being used or displayed with related items to create a conducive image related to buying decisions.
• Lifestyle photography must be attractive to the majority of customers.

Test your knowledge on store planning and merchandise presentation strategies with this quiz. Learn about concepts such as microretailing, space allocation, and various presentation methods. Perfect for retail management students or professionals looking to refresh their knowledge.