RETAIL DISPLAY

Store Layout, Design and Visual

Merchandising - Principles &
Optimization

Store Design, Layout,

Visual Merchandising

Opportunity for competitive advantage and

increased sales
Store as a good story a beginning, middle, end
Entrance sets up the story creates expectations, contains

promises, entices, hints, teases

Inside the store is the middle of the story

should start slow (uncluttered) to allow consumers to orient

themselves
should lead customers on a journey of discovery, using layout,
lighting, visuals, other atmospherics

Checkout area is the stores climactic ending

Five Major Store Design

Objectives

Consistent with retailers image, positioning, strategy

Positive influence on purchase behavior
Cost effective space productivity
Sales-per-square-foot (most common, racetrack and boutique layout)
Sales-per-linear-foot (e.g., supermarkets, drug stores, etc. with long
gondolas in grid layout)
Sales-per-cubic-foot (e.g., wholesale clubs with multiple layers of
merchandise)
Flexible

Positively influencing
purchase behavior
Allow a transition zone
Place high-margin merchandise to the right of the
entrance
Make merchandise accessible
Use signs, fixtures, displays to draw customers
Vary the tempo of music to achieve goals
Arrange shelved merchandise strategically

Tradeoffs in Store Design

Ease of locating merchandise for
planned purchases
Aesthetics, space to shop
comfortably
Relaxed environment

Exploration of store,
impulse purchases
Productivity of space
Energy, excitement

Grid Layout

Grid Layout
Linear

design, checkerboard pattern.

Vertical and horizontal aisles
May have one main aisle and many secondary

aisles.
Efficient

use of space
Simple and predictable to navigate
Focal points at aisle ends

Free-Form Layout
+ Aesthetically
pleasing, relaxing,
asymmetrical, invites
browsing

Clearance
Items
Feature

Hats and Handbags

Tops
Tops

Accessories
Pants

Checkout

Skirts and Dresses

Jeans

Casual Wear

Stockings

Storage,
Storage,Receiving,
Receiving,Marking
Marking

- Less efficient, more

costly, more sales
assistance needed,
more theft
Fixtures
Bulk-of-stock straight racks,
gondolas,
rounders (very
flexible)
Feature glass
cases, 4-way, freestanding, custombuilt fixtures
Feature areas
Windows, walls,
feature fixtures,
point-of-sale

Free-Flow Layouts
Opposite

of grid layout.
Ease of customer movement.
Must provide enough room between fixtures.

Fixtures

arranged in interesting formations

Encourages browsing.

Fixtures
Accept,

hold, stock and show merchandise.

Used in window displays, on top of
counters, within floor arrangements.
Contribute to store brand image and
ambience.
Expected to last a long time.

Capacity Fixtures
Hold

large quantities
Shows a single style in
depth of selection.
Usually the largest
fixtures in the store.
Usually placed in back
of store.

Feature Fixtures
Used

to highlight
categories.
Hold fewer items.
Best used as lead-in
fixtures.
Also interspersed
throughout store to
add variety.

Signature Fixtures
One-of-a-Kind

units.
Positioned at store or department entrance.
Reflects brand image
Designed specifically for the store to catch
shoppers interest.

Ways to Display
Window

Displays
Interior Window Displays
Wall Assortment Displays
Focal Point/Aisle End Displays

Window Displays
Closed

Back Window
Open Back Window
Straight Front Window
Angled Front Window
Arcade Front Window
Corner Window

Window
Examples

Other Display Methods

Interior

Windows--create a scene inside the

store by grouping mannequins, props etc.
Wall Cabinets--create windows by
showing merchandise on top.
End of Aisle--displays assortment of
merchandise together for sale.

Display Examples

Display Types
One

Item Display
Line of Goods Display
Related Merchandise Display
Variety or Assortment Display

Display Types
Examples

Display Settings
Realistic
Environmental
Vignette/Semi
Fantasy
Abstract

realistic

Display Settings