Page 28 - DMGT553_RETAIL_STORE_MANAGEMENT

Unit 2: Different Layout & Designs

2.1 Store Layouts Notes

Store layout is the way, the store or business space that is used to promote sales and to satisfy the
customer. Figure 2.1 shows general layout of a retail store.

Figure 2.1: Layout of a Retail Store

Source: http://www.redmond.k12.or.us/145520121313341393/lib/145520121313341393/Ch_18_
notes_ONLINE.pdf
A freeform layout is less systemized and can accommodate a wider variety of fixturing. It is also
more conducive to browsing. Whilst providing increased flexibility freeform layouts can result
in customers feeling ‘lost’ in a mass of merchandise and fixturing, and so in larger stores the
merchandise areas are often broken down by a series of walkways and/or partitions. This helps
customers to orientate themselves within the store and allows a certain degree of
departmentalization.

Did u know? The interior of a store can be viewed in a similar way to living space.
Where a retailer has a limited range of merchandise or in situations where a high level of
personal selling is required, a number of alternative approaches can be used. The first is to
surround the customer with merchandise; which is sometimes referred to as the boutique layout.
Alternatively, the store may be divided up into ‘service stations’ where a customer and sales
person sit down to discuss the purchase, with the merchandise conveniently nearby to refer to.
This type of layout is used in personal communications stores such as earphone Warehouse.
Another approach is to house the merchandise behind a counter, a technique used in high-value
merchandise stores because of the security risk.
As well as exposing customers to as much merchandise as possible, layouts can also make a
contribution to the selling process by placing complementary merchandise categories adjacent
to one another, and seasonal and impulse product categories near to areas of high footfall.

Self Assessment

Fill in the blanks:

1. Store layout is the way, the store or business space that is used to ................................. sales
and to satisfy the customer.

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