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Retail Store Management

Notes
Figure 13.9: Island Multi-Merchandiser Display Fixture

From store layout and fixture design through installation, Warehouse Concept’s veteran store
planning department has the expertise to turn your dream store into a visually attractive shopping
experience that your customers will remember.
To say the key to success with any retail establishment is “Location.” But once you find that
“Location” the battle cry should be “Store Layout.” A proper store and plan can mean the
difference between profitability and just staying in business. Simply having shelving and racks
with product on them is not the definition of a successful store layout.

Task Visit a retail store and observe it effectively. Analyze and interpret it.
How effective is your store layout and does it encourage impulse and tie-in sales? Did any of
you customers see the new product that you put out near aisle 20? It is all well and good when
customers can run in and get what they need, and leave, but it is the unplanned purchases that
your customers make that make you more profitable.
By definition, store layout is the creation of a comfortable shopping environment and a traffic
pattern that encourages buying and makes possible the total exposure of all goods available for
sale in your store. Let’s begin by looking at some of the objectives that a profitable store layout
promotes:
1. Encourages the customer to travel throughout the entire store
2. Introduces new goods effectively
3. Leads the customer through high margin merchandise areas

4. Builds impulse sales and promotes step-up sales
5. Makes the customer feel comfortable shopping in your establishment
6. Builds prestige for your store and good will for your customers

Ultimately, these points are what a good store layout is going to accomplish. Successful
implementation of all of the objectives will lead to an increase in sales. The three main factors in
developing a profitable store layout are Atmosphere, Traffic Flow and Merchandise Prominence.
Fixture planning is a complex activity affected by the extreme diversity of workpieces and

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