Page 35 - DMGT553_RETAIL_STORE_MANAGEMENT

Retail Store Management

Notes 3. The third principle is of Ease of Shopping. The store has been created for the customer, it
has to be easy for him navigate, easy to access and most importantly simple to understand.
No one wants to visit a store where shopping is cumbersome and tedious.
4. The last principle is of change and Flexibility. Store designs increasingly, have to be
adaptable to the environment that they are a part of. The fast moving world of the consumer
means that retailers are having to think more and more about how the design of their
stores will cope with the short and long term future demands of their business, and the
wants of their consumers. Change and flexibility have to be considered from the point of
the ever changing consumer needs and store design has to be adaptable to that change.

Lab Exercise Go to website http://www.mhhe.com/business/management/thompson/
11e/case/starbucks-2.html and gather information on mystery shoppers.

2.3.3 Exterior Store Design and Interior Store Design

The exterior of most stores includes the fascia, mentioned above, the store entrance, the
architectural features of the building and windows. The contribution of these parts of a store’s
exterior to an overall design can vary in importance according to the type of store format and
the products on offer.

Example: Superstores, hypermarkets and category killers rarely use window displays,
but have bold fascias and easy to access entrances. Standalone stores may have to conform to
strict architectural guidelines imposed by government planning authorities, whilst the centre
management team may control the exterior of stores in a planned regional shopping centre.
Entrances can be designed to be open and welcoming, or closed and exclusive. A key
consideration for retailers is the need to be accessible for all members of society.
The interior of a store can be viewed in a similar way to living space. It comprises ceiling, walls,
flooring and lighting, but instead of furniture retail outlet houses fixtures for the presentation of
merchandise, and fittings for equipment such as tills. In choosing the materials used for the
interior, retailers have to consider the type of product being sold, costs, store traffic and health
and safety.

Example: The store interior for a food retailer needs to be easy to clean and hygienic, but
able to withstand high levels of customer footfall; high quality materials are therefore likely to
be a worthwhile investment. Alternatively, a young fashion retailer will place more emphasis
on less expensive but fashionable furnishings materials, in the knowledge that an updated refit
is likely to be necessary in less than five years. All retailers have to conform to heath and safety
trading standards such as those set out under the Health and Safety at Work Act, 1974, and the
Offices, Shops and Railway Premises Act, 1963.

Self Assessment

Fill in the blanks:

16. The first principle of store design is.................................
17. The second principle is of .................................
18. The third principle is of .................................

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