Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
STORE DESIGN AND
MERCHANDISING
VISUAL
THE CONCEPT OF STORE DESIGN
Retail store design or ‘retail design’ covers all
aspects of the design of a store: ranging from
store frontage, fascia and signage, to the internal
elements of furniture, merchandising, display,
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
lighting, graphics, point of sale and decoration.
Retail Design is a creative science aimed
facilitating economies of scale and enabling a
retailer to produce multiples of the same
experience globally.
THE PRINCIPLES OF
STORE DESIGN
1. TOTALITY 2. FOCUS
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PRINCIPLES OF
STORE DESIGN
3. EASE OF 4. CHANGE AND
SHOPPING FLEXIBILITY
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STORE ENVIROMENT
ELEMENTS OF
STORE THEME
DESIGN
STORE
ELEMENTS OF EXTERIOR
STORE DESIGN
Ext.
Frontage
Display Parking
& Entrance
Space
Location
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Building
Architecture
Store Design Access
Health &
Safety
Store
‘Theme’
Target Merchandi
Customers se Mix
EXTERIOR STORE DESIGN
THE STORE MARQUEE
The store marquee is the first mark of
identification of the retailer or the retail store.
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It helps the retailer identifying the store and
attracting customers and is an integral part of
the building facade.
EXTERIOR STORE DESIGN
THE STORE FRONT
Storefronts are typically straight fronts, angled
fronts or arcade fronts.
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The store exterior should be inviting for a
customer to actually enter the store. It is ideal
if the entrance has good lighting and is safe
from the customer’s point of view, i.e.; it is not
cluttered and has doors, which are easy to
open, etc.
ELEMENTS OF INTERIOR
STORE DESIGN
SPACE
PLANNING
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INTERIOR
ATMOSPH
LAYOUT STORE
ERICS
DESIGN
AESTHETI
CS
SPACE PLANNING
It helps to determine:
The location of various departments.
The location of various products within the
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department – the creation of planograms.
The pros/cons of specific locations, impulse products,
destination areas, seasonal products, products with
specific merchandising needs, adjacent departments.
The relationship of space to profitability.
ATMOSPHERICS & AESTHETICS
Atmospherics is the design of an environment
with the help of visual communications, lighting,
colour, music and scent, to stimulate customer’s
perceptual and emotional responses and thereby
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
influence their buying behavior.
Aesthetics, on one hand, takes into consideration
factors like the actual size of the store, the
colours, textures, etc. used within the store to
create a particular look and feel for the store.
STORE INTERIORS
USED WITHIN A STORE TO CREATE THE LOOK
Fixture
Flooring and ceilings
Lighting
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Graphics -Theme graphics, Campaign graphics,
Promotional graphics
Signages-Merchandise related, Directional
signs, Instructional signs, Courtesy signs, Store
Directory
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RACE TRACK
LAYOUT
FREE FLOW
LAYOUT
LAYOUT
LAYOUT
GRID
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GRID LAYOUT
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RACE TRACK/LOOP LAYOUT
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FREE FORM LAYOUT
VISUAL MERCHANDISING
Visual merchandising can be termed as the
orderly, systematic, logical and intelligent way
of putting stock on the floor.
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Visual merchandising technically can be
defined as the art of persuasion through
presentation, which puts the merchandise in
focus.
ROLE OF
VISUAL MERCHANDISING
The primary purpose is to enable sales of the
products/services sold by the retailer
To inform and educate the consumer about the
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
product/services in the store
To enable ease of shopping for the consumer by
informing about colours, sizes, prices, and the
basic location of the product
Creating and enhancing the store’s image
TOOLS USED FOR
VISUAL MERCHANDISING
Colours & Textures
Props and Fixtures
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Windows
Lighting
Mannequins
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THE PLANOGRAM
METHODS OF DISPLAY
Colour Dominance: This is the simplest and the most direct
method of presenting merchandise. In such a display,
merchandise is primarily displayed by colour. Within the
colour display, the products may be displayed by size and
style.
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Co-ordinated Presentation: Many a times, it is effective to
present merchandise in a co-ordinated manner. Presentation
by co-ordination may be done for garments and can also be
done for home fashions, bed & bath linens and even kitchen
requisites.
Presentation by Price: In such a display, the inexpensive,
bargain or sale merchandise is displayed first. The volume of
the product and the saving is dominant.
COMMON ERRORS IN
CREATING THE DISPLAY
Clutter
Lack of an Underlying Theme
Too Many Props
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Dirty floors
Poor Lighting
