Page 229 - DMGT550_RETAIL_MANAGEMENT

Retail Management

Notes 13.1.1 Design in Non-Store Retailing

Although non-store retail formats place some significant restrictions on the use of design in the
selling environment, innovative approaches have often paid off as a source of competitive
advantage.

Example: When NEXT launched their NEXT Directory it was unlike anything customers
had previously encountered in the UK home-shopping market. The format was more like a
coffee-table book than a catalogue, with hard covers and a much higher proportion of full-page
spreads than used by other mail-order retailers, and the bold and neutral corporate identity of
the stores is clearly reflected in the pages. Early editions even included small swatches of
material to allow customers to get a ‘feel’ for the garments prior to purchase. The catalogue was
aimed at a more upmarket customer than the typical mail order catalogue profile, with a narrowly
targeted, all retailer-branded range of products.

13.2 Objectives of Store Design

Following are the prime objectives of store layout and design:

1. Consistent with retailers image and strategy
2. Positive influence on customer satisfaction and purchase behavior
3. Cost effective
4. Flexible

5. Meet needs of disabled
Tradeoff in Store Design involves:
1. Ease of locating merchandise for planned purchases
2. Exploration of store, impulse purchases

Four Key Elements of Effective Retail Store and Design

The Retail experts, has published four key elements of effective store and design: external signage,
store layout, internal category management and internal ambiance. Accordingly, “There are
many examples of power in a retail store where all the elements of innovative design, format,
statement, power merchandising, clear and compelling messaging combine with a unique and
consistently delivered sales and service impact.”

Tips for Store Design and Layout

1 The signage displaying the name and logo of the store must be installed at a place where
it is visible to all, even from a distance. Don’t add too much information.
2. The store must offer a positive ambience to the customers. The customers must leave the
store with a smile.
(a) Make sure the mannequins are according to the target market and display the latest
trends. The clothes should look fitted on the dummies without using unnecessary
pins. The position of the dummies must be changed from time to time to avoid
monotony.

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