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Chapter 6

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


Department
Retail Management
Course Code
RMG 200
Professor
Ken Wong
Chapter
6

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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
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