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Retail Store Management

Notes Store design has always been used to reinforce other elements of a retail strategy. For example,
plush carpeting and marble used in a store denotes high-quality merchandise and may suggest
a high-price positioning. Strip lighting and dump bins for merchandise brings the word ‘bargains’
to mind. However, as retail markets mature, the design of retail space is increasingly being used
as a means by which strategic aims are reached. For example, in 2001 Safeway introduced a new
store design to reinforce their position as a good-value fresh and quality grocery retailer. Wood
panelling, slate tiling and pendent lighting were used in the wines and beers section to create
the impression of an up-market wine cellar; baskets and barrels were used in the fruit and
vegetable section to give the impression of ‘market freshness’ and chalkboard signage to foster
the impression of good prices. It is these small details that help to refocus the attention of the
shopper onto revised core values, providing a struggling grocery chain with a new lease of life
to compete against other forceful players in the market (Atkinson, 2001).

Notes Tips for Store Design and Layout

The signage displaying the name and logo of the store must be installed at a place
where it is visible to all, even from a distance. Don’t add too much information.
The store must offer a positive ambience to the customers. The customers must
leave the store with a smile.
Make sure the mannequins are according to the target market and display the latest
trends. The clothes should look fitted on the dummies without using unnecessary
pins. The position of the dummies must be changed from time to time to avoid
monotony.

The trial rooms should have mirrors and must be kept clean. Do not dump
unnecessary boxes or hangers in the dressing room.

The retailer must choose the right colour for the walls to set the mood of the
customers. Prefer light and subtle shades.
The fixtures or furniture should not act as an object of obstacle. Don’t unnecessary
add too many types of furniture at your store.
The merchandise should be well arranged and organized on the racks assigned for
them. The shelves must carry necessary labels for the customers to easily locate the
products they need. Make sure the products do not fall off the shelves.

Never play loud music at the store.
The store should be adequately lit so that the products are easily visible to the
customers. Replace burned out lights immediately.

The floor tiles, ceilings, carpet and the racks should be kept clean and stain free.
There should be no bad odour at the store as it irritates the customers.
Do not stock anything at the entrance or exit of the store to block the way of the
customers. The customers should be able to move freely in the store.

The retailer must plan his store in a way which minimizes theft or shop lifting.
Merchandise should never be displayed at the entrance or exit of the store.
Expensive products like watches, jewellery, precious stones, mobile handsets and so
on must be kept in locked cabinets.
Contd....

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