Podcast
Questions and Answers
One of the primary objectives of a store environment is developing a store image.
One of the primary objectives of a store environment is developing a store image.
True
Increasing space productivity is not considered an objective of store design.
Increasing space productivity is not considered an objective of store design.
False
The floor plan of a store includes details about merchandise placement and customer circulation.
The floor plan of a store includes details about merchandise placement and customer circulation.
True
Visual communications play a minor role in a retail store.
Visual communications play a minor role in a retail store.
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Store design is irrelevant for a store's success.
Store design is irrelevant for a store's success.
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Merchandise presentation techniques can enhance sales floor productivity.
Merchandise presentation techniques can enhance sales floor productivity.
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A store's environment can consist of psychological factors that affect customer behavior.
A store's environment can consist of psychological factors that affect customer behavior.
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The two main objectives of a store environment are to increase inventory and reduce staff.
The two main objectives of a store environment are to increase inventory and reduce staff.
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Shelving is primarily used for flexible and easy-to-maintain merchandise placement.
Shelving is primarily used for flexible and easy-to-maintain merchandise placement.
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Pegging is exclusively used for large merchandise items.
Pegging is exclusively used for large merchandise items.
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Hanging fixtures can include both round racks and four-way racks for displaying apparel.
Hanging fixtures can include both round racks and four-way racks for displaying apparel.
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Dumping is a highly structured merchandising method.
Dumping is a highly structured merchandising method.
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The majority of merchandise is shown on shelves rather than hanging or pegging.
The majority of merchandise is shown on shelves rather than hanging or pegging.
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Hanging merchandise is not suitable for wall systems.
Hanging merchandise is not suitable for wall systems.
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Pegging requires minimal labor to maintain the displayed items.
Pegging requires minimal labor to maintain the displayed items.
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Round racks are not considered a type of softlines fixture.
Round racks are not considered a type of softlines fixture.
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Microretailing occurs when a retailer tailors its merchandise to a wide geographic area.
Microretailing occurs when a retailer tailors its merchandise to a wide geographic area.
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Stack-outs refer to pallets of merchandise placed on the main shelves of a store.
Stack-outs refer to pallets of merchandise placed on the main shelves of a store.
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Space allocation planning includes improving space productivity in existing stores.
Space allocation planning includes improving space productivity in existing stores.
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A space productivity index compares the gross margin of a merchandise category to its total store selling space used.
A space productivity index compares the gross margin of a merchandise category to its total store selling space used.
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Planograms are used to illustrate how and where a retailer's merchandise should be displayed to increase customer purchases.
Planograms are used to illustrate how and where a retailer's merchandise should be displayed to increase customer purchases.
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A back room is considered a nonselling area in space allocation planning.
A back room is considered a nonselling area in space allocation planning.
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Shrinkage prevention is not a part of space allocation planning.
Shrinkage prevention is not a part of space allocation planning.
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A chain store retailer operates solely in a single local market area.
A chain store retailer operates solely in a single local market area.
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Folding softlines merchandise can create a high fashion image.
Folding softlines merchandise can create a high fashion image.
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Stacking is less effective than dumping in creating a high volume, low cost image.
Stacking is less effective than dumping in creating a high volume, low cost image.
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Dumping can only be used with hardlines merchandise.
Dumping can only be used with hardlines merchandise.
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Merchandise presentation planning should consider angles and sightlines.
Merchandise presentation planning should consider angles and sightlines.
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Vertical color blocking is irrelevant in merchandise presentation.
Vertical color blocking is irrelevant in merchandise presentation.
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Large quantities of merchandise are best organized through stacking rather than dumping.
Large quantities of merchandise are best organized through stacking rather than dumping.
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Peg hooks are a more effective method of displaying bath towels than folding.
Peg hooks are a more effective method of displaying bath towels than folding.
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A high fashion image can be achieved through both folding and stacking techniques.
A high fashion image can be achieved through both folding and stacking techniques.
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A retailer's name, logo, and retail identity should be unmemorable and unrelated to the merchandising mission.
A retailer's name, logo, and retail identity should be unmemorable and unrelated to the merchandising mission.
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Directional signage is usually small and placed low in the store.
Directional signage is usually small and placed low in the store.
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Category signage is typically large and intended to be seen from a long distance.
Category signage is typically large and intended to be seen from a long distance.
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Point-of-sale signage (POS) is meant to give specific details about items, primarily stating their price.
Point-of-sale signage (POS) is meant to give specific details about items, primarily stating their price.
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Lifestyle graphics focus on showing merchandise as it is being used or related items that encourage buying.
Lifestyle graphics focus on showing merchandise as it is being used or related items that encourage buying.
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Lifestyle photography should be very specific to appeal to a niche audience.
Lifestyle photography should be very specific to appeal to a niche audience.
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Institutional signage describes the merchandising mission and customer service policies.
Institutional signage describes the merchandising mission and customer service policies.
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In a free-flow layout, merchandise is arranged in a structured and linear pattern.
In a free-flow layout, merchandise is arranged in a structured and linear pattern.
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All forms of signage can be scanned and copied for public display.
All forms of signage can be scanned and copied for public display.
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The grid layout places counters and fixtures in long rows that are typically at right angles.
The grid layout places counters and fixtures in long rows that are typically at right angles.
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A loop layout directs customer movement in a straight line from the entrance to the back of the store.
A loop layout directs customer movement in a straight line from the entrance to the back of the store.
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The spine layout consists of a single main aisle from the front to the back of the store, with departments branching off from it.
The spine layout consists of a single main aisle from the front to the back of the store, with departments branching off from it.
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The loop layout is designed primarily to keep customers moving in a random pattern.
The loop layout is designed primarily to keep customers moving in a random pattern.
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In a grid layout, shoppers can easily navigate the store without guidance due to the clear linear arrangement.
In a grid layout, shoppers can easily navigate the store without guidance due to the clear linear arrangement.
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A free-flow layout tends to encourage a more relaxed shopping experience by allowing customers to wander.
A free-flow layout tends to encourage a more relaxed shopping experience by allowing customers to wander.
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Spine layouts have multiple main aisles that cross each other throughout the store.
Spine layouts have multiple main aisles that cross each other throughout the store.
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Study Notes
Learning Objectives
- Students will list store environment elements, defining two primary objectives.
- Students will discuss store planning steps.
- Students will describe fixture types, merchandise presentation, and the psychology of presentation to improve sales floor productivity.
- Students will explain store design's importance to success.
- Students will explain the role of visual communications in retail.
Store Layout and Design - Introduction
- Elements of the store environment
- Objectives of the store environment
Elements That Compose the Store Environment
- Visual Communications
- Retail identity graphics
- POS signage
- Store Planning
- Space allocation
- Layout
- Circulation
- Store Image and Productivity
- Store design
- Exterior design
- Ambience
- Lighting
- Store design
- Merchandising
- Fixture selection
- Merchandise presentation
- Visual merchandising
Objectives of the Store Environment
- Developing a store image
- Increasing space productivity
Store Planning
- Floor plan: A schematic showing merchandise and customer service locations, customer circulation, and space allocation for each department.
- Microretailing: Chain stores tailoring merchandise and services to meet the needs of their specific trading area.
- Stack-outs: Pallets of merchandise displayed on the floor in front of shelves.
- Allocating space:
- Types of space needed: back room, offices, aisles, service areas, floor merchandise space, wall merchandise space.
- Space allocation planning.
- Circulation.
- Shrinkage prevention
-
Space allocation planning:
- Improving space productivity in existing stores
- Space productivity index: comparing the percentage of a store's total gross margin generated by a particular merchandise category to its percentage of total store selling space.
- Space allocations for a new store
- Planograms: retailer's schematic illustrating merchandise placement for increased customer purchases.
- Improving space productivity in existing stores
-
Circulation:
- Free-flow layout
- Grid layout
- Loop layout
- Spine layout
Store Planning - Layout Types
- Free-flow layout: Merchandise and fixtures grouped into free-flowing patterns on the sales floor.
- Grid layout: Counters and fixtures arranged in long rows or "runs," typically at right angles.
- Loop layout: A major customer aisle loops through the store, returning customers to the front in a circular, square, or rectangular pattern.
- Spine layout: A single main aisle runs from front to back, transporting customers in both directions, and merchandise departments branch off on either side
Planning Fixtures and Merchandise Presentation
-
On-shelf merchandising: Displays merchandise on counters, racks, shelves, and fixtures throughout the store.
- Merchandise should be attractively displayed for easy understanding and access.
- Maintainability should also be considered.
-
Fixture types:
- Hardlines fixtures
- Softlines fixtures
- Bulk/Capacity fixture: displays large amounts of merchandise without looking overly bulky.
- Feature fixture: draws attention to specific features (color, shape, style).
- Wall fixtures
Merchandise Presentation Planning
- Shelving: The majority of merchandise is placed on shelves inserted into gondolas or wall systems.
- Hanging: Apparel is hung from softlines fixtures, such as round racks or four-way racks, on wall systems or gondolas.
- Pegging: Small merchandise is hung from peg hooks that are small rods attached to systems, giving a neat appearance.
- Folding: Higher-margin or large softlines merchandise can be folded and stacked, creating a high-fashion image, such as seen with bath towels.
- Stacking: Large hardline merchandise is stacked on shelves, gondolas, or “flats,” to showcase high volume, low-priced merchandise.
- Dumping: Large quantities of small merchandise are dumped into bins or baskets integrated into gondolas or wall systems (i.e. socks, washcloths, batteries, candy).
Merchandise Presentation Planning - Psychology
-
Key psychological factors:
- Value/fashion image
- Angles and sightlines
- 45-degree customer sightline
- Vertical color blocking
Selecting Fixtures and Merchandise Presentation Methods
- Proper fixtures emphasize key selling attributes of merchandise without overwhelming customers.
- Focus on matching the fixture to the merchandise, not the other way around.
Visual Merchandising
- The artistic display of merchandise and props used as scene-setting decorations within the store.
- Visual displays are frequently placed in focal points, feature areas, or remote locations away from the on-shelf display, possibly out of reach of customers, to emphasize the merchandise.
- Visuals should reflect the merchandise.
Store Design
- Storefront design: clearly identifies the store's name and general nature of the merchandise, including signage and architecture.
-
Interior design:
- Finishes applied to surfaces
- Architectural shapes
- Lighting design: enhances store sales, requires deep knowledge of electrical engineering and the effect of light on color and texture.
- Sounds and smells: appeals to the human senses of sight, hearing, smell, and touch in total sensory marketing.
Visual Communications
- Name, logo, and retail identity: catchy, memorable, reflective of the retailer's merchandising mission.
- Institutional signage: describes the store's merchandising mission, customer service policies, and other messages to inform and guide customers.
- Directional, departmental, and category signage: large, clearly visible directional and departmental signage, while smaller category signage is close to the displayed merchandise.
- Point-of-sale (POS) signage: small signage placed near merchandise to provide details and prices.
- Lifestyle graphics: lifestyle images portray the merchandise in use, or simply relate to the merchandise to convey a desirable image, to encourage buying.
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Description
This quiz explores the essential elements of store environment and design, focusing on the objectives and planning steps that impact retail success. Students will learn about visual communications, store image, and various merchandising techniques. Test your understanding of how these factors contribute to sales productivity and overall store success.
