Page 45 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising Anand Thakur, Lovely Professional University

Notes Unit 3: Image Mix

CONTENTS
Objectives
Introduction
3.1 Retail Store—Site and Design
3.1.1 Types of Retail Location

3.1.2 Steps Involved in Choosing a Retail Location
3.1.3 Develop a Location Plan
3.1.4 Site Selection
3.2 Store Design and Layout
3.2.1 Design in Non-store Retailing
3.2.2 Objectives of Store Design
3.3 Image Mix: The Top Six Elements

3.4 Summary
3.5 Keywords
3.6 Review Questions
3.7 Further Readings

Objectives

After studying this unit, you will be able to:

 Describe the Concept of Retail Store—Site and Design
 Discuss the Types of Retail Location
 Explain the Steps Involved in Choosing a Retail Location
 Discuss about Store Design and Layout

 Describe Trade Area Analysis
 Explain Image Mix: the Top Six Elements

Introduction

In an age of self-service stores, saturated markets and ever more demanding customers, the
careful and science-driven design of the point of sale has become a crucial success factor for both
retailers and service businesses. In this book, the interested reader will find a variety of hands-
on suggestions on how to optimise the design of retail stores and service environments to
increase customer satisfaction and sales.
A store may have good merchandise, good customer service and good sales promotion, but if
the location where retailing has to take place is not proper, the retailer will face several day-to-
day selling problems. Location decision is strategic and long term and hence involves a large
investment that is irreversible in nature. If a retailer after setting up his store realises that the
location is not proper, he has either to go on suffering losses or close down. In this unit, you will

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