Page 60 - DMGT552_VISUAL_MERCHANDISING

Unit 3: Image Mix

Notes
Figure 3.7: A Sample Mixed Layout Plan

3.2.1 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 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.

Lab Exercise Go to website http://vmsd.com/ and collect information on how
opportunities in the experience gap can tell us how to design better stores.

3.2.2 Objectives of Store Design

Most of the largest retailers have a huge investment or asset tied up with their store portfolio.
It is therefore in their interest to keep a high level of customer traffic moving through the store
in order to maintain an adequate return on that investment. Good use of design in stores helps
keep customers interested in store-based shopping. When consumers have a high level of choice,
they will visit places where they feel comfortable inspired and even entertained. Customers are
nowadays more design literate; the plethora of interior style media offerings has created a body
of consumers that are not willing to tolerate badly designed and poorly decorated space.

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