RETAIL DISPLAY

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RETAIL DISPLAY

• Pallavi Pathak

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Store Layout, Design and Visual Merchandising -
Principles Optimization
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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

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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

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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

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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

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Grid Layout
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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

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Racetrack Layout
Major and minor loops with multiple entrances
multiple sight lines, draws shopper around the
store, encourages exploration, impulse buying
Location of departments) mens vs. womens
impulse goods near entrances, to the right,
escalators, point-of-sale demand/destination
upper floors, back corners complementary
adjacent Display areas) bulk-of-stock
feature areas (walls, promotional areas, point-
of-sale areas, feature fixtures,
windows) Fixtures feature fixtures four-way,
free-standing/mannequins, glass cases gondolas,
rounders straight racks for bulk-of-stock
sale merchandise
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Free-Form Layout
Aesthetically pleasing, relaxing, asymmetrical,
invites browsing - Less efficient, more costly,
more sales assistance needed, more theft
Storage, Receiving, Marking
Storage, Receiving, Marking
Tops
Checkout
Accessories

• Fixtures
• Bulk-of-stock - straight racks, gondolas,
  rounders (very flexible)
• Feature glass cases, 4-way, free-standing,
  custom-built fixtures
• Feature areas
• Windows, walls, feature fixtures, point-of-sale

Jeans Casual Wear Stockings
Skirts and Dresses Hats and Handbags
Tops
Pants
Clearance Items
Feature
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Free-Flow Layouts

• Opposite of grid layout.
• Ease of customer movement.
• Must provide enough room between fixtures.
• Fixtures arranged in interesting formations
• Encourages browsing.

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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.

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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.

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Feature Fixtures

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

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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.

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Ways to Display

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

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Window Displays

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

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Window Examples
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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.

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Display Examples
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Display Types

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

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Display Types Examples
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Display Settings

• Realistic
• Environmental
• Vignette/Semi realistic
• Fantasy
• Abstract

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Display Settings
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Back Room Boutique With young, yet
sophisticated apparel, this Winter Garden,
Florida boutique wanted a mix of wood and metal
fixtures. With a multitude of different
accessories and clothing styles, units needed to
be versatile to keep the inventory fresh. The
wood units are finished in white and the metal
units offer decorative finials.
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Sunset Strip This unique clothing store offers
an interesting twist to the idea that "Shopping
is a Sin".... a fun one at that. By using
creative architectural features in a combination
of metal fixtures powdercoated black, the
ulitmate look was achieved. This was an exciting
project because creativity had no limits.
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Sparkle Brite Pool Store Sparkle Brite Pool
Store came to Barr Display, looking for a package
to offer their new pool store franchisees. What
we came up with a stock/vendor supplied layout.
Their creative use of photographic tiles and
going a little more on the counter set up, allows
for a not so typical pool supply store.
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Lulu Belle's Children's Boutique There is
nothing better than dressing your favorite little
person and this children?s boutique in Baldwin
Park, Florida wanted to create a fun environment
that promoted the fun colors of children?s
clothing. The custom counter was laminated from
top to bottom in white and given a built in
selling area, which conveniently hides the
business end of the point-of-sale area.
Semi-custom white wall units and floor fixtures
are the perfect presentation pieces for these fun
and colorful children?s clothes
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Rawlings Sporting Goods Store What a space! The
challenge here was space. With thousands of
square feet and extremely high ceilings, the goal
was to highlight all products and make the space
feel full. The walls were covered in slatwall
that is made to look and feel like old brick. The
helmet display mimicks a Wrigley Field like
dug-out. The flooring was chosen to direct
traffic through this immense space. This look has
definitely hit a home-run!
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Timmy's Toy Chest When Timmy?s Toy Chest came to
us for their new space, we were delighted. The
original store Barr designed was much smaller.
The wall units were in excellent condition and
could be used in the new space. By adding more
slatwall and floor fixtures, this shop encourages
adults to glance back to childhood and the
children with them reap the benefits. Located in
Lake Mary, Florida, they are always happy to see
new visitors to their fun space!
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Tiny Toes Children's Shoe Boutique This upscale
children?s shoe store in Orlando, Florida, wanted
a clean and crisp, white background to feature
the colorful children?s shoes. A custom counter
was designed with a showcase area. All units are
maple painted white with decorative, yet simple
crown moulding
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Swim Style Swim Style carries both the
luxurious side of the pool life and the
maintenance side. Our challenge was to showcase
the furniture and glasswear one might find around
the pool, yet supply a safe and sturdy display
for the chemicals and pool toys. Grid, Metal
Shelving and Wood Shelves compliment the specific
areas of this specialty store.
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Riegel Beauty Concepts Inc. This specialty
beauty product store wanted a unique and custom
wall system that would portray a clean and
spacious environment. A mix of metal, wood and
glass gives this space a timeless feel.
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Timmy's Toys - Original Space This customer
wanted a fun, kid-friendly space that would
utilize as much display space as possible. Due to
a broad product mix with a variety of sizes, the
flexibility of displays was also a big concern.
Maple slatwall combined with wall units and
versatile floor displays created the flexible,
functional space the customer desired.
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Banner Mercantile Creating the feel of an
old-fashioned General Store was the goal for this
retail store design. Worn, plank style wall
units, H-merchandisers topped with an oxen
harness, and country cupboards create a rustic,
country feel of the past with the function and
versatility of today's fixtures.
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Powersports Center Large space, short-time
frame, little back-room storage and small budget
were our building blocks here. Within three
weeks, we had an affordable layout and sturdy
options for this cycle supply center. Stock wall
standards, sturdy shelves, and grid create style
for a storage/showroom combination.