RMG 200 Chapter Notes - Chapter 6: Aisle, Ikea, Maximum Exposure

• School: Ryerson University
• Department: Retail Management
• Course: RMG 200
• Professor: Ken Wong

Document Summary

Influence customer buying behaviour: control design and maintenance costs, provide flexibility, meet legal requirements. Layout should entice customers to move around and shop the store. Good layouts can: increase store traffic, drive sales and build store loyalty. If the layout is too complex customers may find it difficult to find merchandise, become confused, frustrated and leave without buying anything. Grid (straight design: long gondolas in repetitive pattern, easy to locate merchandise, cost efficient, used in grocery, discount, and drug stores. Draws customers around the store: loop, with a major aisle that has access to departments and store"s multiple entrances, provide different site lines and encourage exploration, impulse buying, used in department stores - ikea. Free-form (boutique design: fixtures and aisles arranged asymmetrically, pleasant relaxing ambiance doesn"t come cheap small store experience. Used in specialty stores and upscale department stores. End caps - displays located at the end of an aisle.