Page 241 - DMGT550_RETAIL_MANAGEMENT

Retail Management

Notes be controlled across all outlets, and visual merchandising can tie in with other corporate
communication themes and messages. There is, however, a danger that the centralized approach
may prevent the retailer from adapting to local themes, preferences and competition in the
visual merchandising activity.

Did u know? Retail theory has distinguished two types of displays visual merchandising
and on-shelf merchandising.

13.3.2 Exterior Design and Layout
The exterior of most stores includes the fascia, mentioned above, the store entrance, the
architectural features of the building and windows. The contribution of these parts of a store’s
exterior to an overall design can vary in importance according to the type of store format and
the products on offer.

Example: Superstores, hypermarkets and category killers rarely use window displays,
but have bold fascias and easy to access entrances. Standalone stores may have to conform to
strict architectural guidelines imposed by government planning authorities, whilst the centre
management team may control the exterior of stores in a planned regional shopping centre.
Entrances can be designed to be open and welcoming, or closed and exclusive. A key
consideration for retailers is the need to be accessible for all members of society.
Store design involves formulating and structuring all elements of the physical environment.
The storefront includes all aspects of the front/exterior of the store. Elements include the marquee
(or exterior sign), entrances, windows, banners, planters, awnings and lighting. As major vehicles
for communicating image, storefronts create differentiation among retail stores. This is especially
true in shopping centers and malls in which a store struggles for visual identity among all the
others that surround it.
The architectural style of a retail business suggests the nature, quality, and price of the merchandise
as well as the company’s status in the marketplace. Exterior visibility for Customers travelling
by foot or by automobile is essential. A unique building design and distinctive landscaping help
retailers capture the attention of potential customers.
The architect must balance the aesthetic factors that affect image with the complex operational
needs of the retail business. Economic considerations include future maintenance and energy or
utilities requirements, as well as construction and materials costs.
Three other important functional aspects of exterior design are customer visibility, store security,
and potential for efficiency among staff and associates.
A variety of approaches to store exteriors are available to retailers. Modular or prefabricated
structures are pre-manufactured, fitted with electrical and plumbing fixtures, and transported to
be secured on a slab or attached to other units. These buildings are most commonly found in a
self-service format, such as a convenience store. Chain store companies with freestanding stores
may use uniform prototypes of different sizes, each having standard specifications, to achieve
cost advantages through mass production.
Retailers entering shopping malls often find that the developers establish the rules for storefront
design to ensure overall image consistency. An exterior design may be subject to the approval
of many agencies, including zoning boards, fine arts commissions, and residents’ associations as
well as developers and other retail tenants. The aesthetic benefit of consistent design is evident
in the traditional marketplaces that have been carefully restored.

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