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RMG 200 (57)
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Chapter 6

RMG200 Chapter 6.pdf

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Retail Management
RMG 200
Ken Wong

RMG200 Chapter 6 Objectives of a good store design 1. Implement the retailer`s strategy 2. Influence customer buying behaviour 3. Control design and maintenance costs 4. Provide flexibility 5. Meet legal requirements Store layout  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.  Trade off between ease and interesting. Types of design  Grid (straight design) o Long gondolas in repetitive pattern o Easy to locate merchandise o Limited site lines to merchandise o Does not encourage customers to explore store o Allows more merchandise to be displayed o Cost efficient o Used in grocery, discount, and drug stores  Race-track (curving or loop design) o Loop, with a major aisle that has access to departments and store’s multiple entrances. o Draws customers around the store o Provide different site lines and encourage exploration, impulse buying o Used in department stores - IKEA  Free-form (boutique design) o Fixtures and aisles arranged asymmetrically o Pleasant relaxing ambiance doesn’t come cheap – small store experience o Inefficient use of space o Used in specialty stores and upscale department stores Feature Areas  End caps - displays located at the end of an aisle.  Promotional aisle of area - an aisle or area used to display merchandise that is being promoted  Freestanding fixtures and mannequins (lay figure or dummy)  Windows  Point-of-Sale (P.O.S.), checkout, cash-wrap areas Wall  holds more merchandise  can present coordinated face-outs with a multiple fashion story in a small space can facilitate a variety of fixturing methods, such as shelving and hanging  is the focal point for seasonal merchandise  can present a feature display to attract the customer  effectively sells more high-margin merchandise than floor fixtures  is visible from a distance Space Planning 1. What items, brands, categories and departments should
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