Store Layout, Design ; Visual Merchandising: Chapter 17 – Flashcards
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Objective for store design
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- implement the retailer's strategy - build loyalty by providing a rewarding shopping experience - increase sales on a visit - meet legal requirments
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Store design provides ______ by offering customers an entertaining and enjoyable shopping experience
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hedonic benefits
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Importance for stores to be designed with flexibility in mind
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retailing is a dynamic business and retailers need to keep changing the merchandise mix offered
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Services retailer's should provide for disabled customers
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- accessible dressing rooms - accessible checkout aisles - fully accessible bathrooms - lower checkout station
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Does NOT describe trade-offs
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specialty store retailers encourage the ease of finding merchandise rather than exploration
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Trade-off between ease of finding merchandise and providing a varied and interesting layout is determined by...
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the needs of customers shopping at the store
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Butt-Brush Effect
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the phenomenon that occurs when a store is extremely cramped
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NOT an element considered in the design of a store
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recruitment
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Grid Layout
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store design contains parallel aisles with merchandise on shelves on both sides of the aisles; grocery stores & full-line discount stores
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NOT true about grid store layouts
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grid layout is suitable for customers with hedonic needs
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Grid Store Layout
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cost efficient
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Disadvantage to the grid layout
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customers typically aren't exposed to all the merchandise in the store
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Loop
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a racetrack layout
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Most likely to have a racetrack layout
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ted's department store
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TRUE about racetrack layout
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encourages unplanned purchasing
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Racetrack Layout
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store design s have a point-of-sale terminal in each department
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Free-Form Layout
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arranges fixtures and aisles asymmetrically
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Best describes the free-form layout
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an aesthetically pleasing design and displays limited merchandise
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Boutique Layout
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free-form layout
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Advantage of the free-form layout to the consumer
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customers feel they are in an intimate and relaxed environment and are more likely to buy
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Does NOT describe an end-cap
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they are most often used with a free-form layout
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End Caps are used for...
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higher-margin, impulse and sale merchandise
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LEAST consideration when a retailer is deciding how much floor or shelf space to allocate to merchandise categories and brands
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none
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Sales Per Square Foor
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measure of space productivity used by retailers
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does NOT describe appropriate space management
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less space is allocated to fast selling merchandise to allow more shelf space to encourage sales of slower moving items
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Strike Zone
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creates the customer's first impression of the store's offering and is the area where retailers place their most compelling merchandise
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Demand/Destination Merchandise
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products that customers decided to buy before entering the store
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NOT recommended as a merchandise location practice
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retailers should place merchandise with a high GMROI at or close to the store entrance to attract customer's attention and self fast
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Right Hand Side
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location is the most appropriate to place high margin products
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Near the front of the store
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location is the most appropriate to place impulse products
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TRUE statement on the location of departments within retail department and discount stores
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the best locations on any floor are those that are closest to the store's entrance, main aisles, escalators and evelators
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Planogram
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diagram that shows how and where specific products should be placed on retail shelves or displays to increase customer purchases
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Feature Fixture
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has two crossbars that sit perpendicular on a pedestal
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Most likely to encounter a rounder as a common fixture
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an off-price retailer
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Most likely to encounter a four-way fixture
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a fashion apparel store
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Price Lining
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used to present products when retailers offer a limited number of predetermined price points within a product classification category
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Vertical Mercanhdising
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stores can effectively organize their merchandise to follow the eye's natural movement
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Tonnage Merchandising
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display technique in which large quantities of merchandise are displayed together
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Frontal Presentation
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method of displaying merchandise in which the retailer exposes as much of the product as possible to catch the customer's eye
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Atmospherics
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design of an environment by stimulation of the five sneses
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TRUE of lighting when creating an appealing store atmosphere
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it captures a mood or feeling that enhances the store's image
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Which colors would be best suited to produce emotional, vibrant, hot and active responses from customers?
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red, gold and yellow tones
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TRUE statement about the use of scent to change or augment the atmospherics in a store
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scents can improve customers' subjective shopping experience
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Basic shopping goals of a customer that depend on a store's environment
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task completion and recreation
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Customers shopping in a scented store...
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think they spent less time in shopping
