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Amity International Business School

MBA, Semester 4 International Retail Management Shalini Gautam
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Store Design & Visual merchandising

Store Design

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Creative science to facilitate economies of scale and enabling a retailer to produce multiples of same experience globally To denote the outward appearance or physical arrangement of objects

Principles of Store Design

Totality Focus Ease of Shopping Change & Flexibility

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Elements of Store design

Exterior Store Design

Store Theme Target Customers Merchandise Mix Location Parking Access Building Architecture Frontage & Entrance External Display Space

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Interior Store Design

Space Planning Atmospherics & aesthetics Layout

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Space Planning

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To determine the amount of space available for selling & storage To determine the location of departments To determine the various products within the department (Planogram) Pros/cons of specific locations, impulse products, destinations areas, complementary goods Relationship of space to profitability
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Atmospherics & Aesthetics

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Atmospherics is the design of an environment with the help of visual communications, lightening, music and scent to stimulate customers perceptual & emotional responses Aesthetics takes into consideration the actual size of the store, colours, textures to give a store a particular look and feel
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Store Interiors
Fixtures Flooring & Ceilings Lighting Graphics & Signages

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The Layout

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Manner in which merchandise or products have been arranged in a retail store Various Zones in a Store 1) Decompression Zone 2) Strike Zone 3) Cash wrap or Billing Counters

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Grid Layout

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Race Track Layout

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Freeform Layout

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Layout SelectionConsiderations

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Complete presentation of merchandise to the customer Right balance between space for displays and service areas Needs of elderly, children and disabled persons to be taken care of Keep target customer in mind

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Visual merchandising

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Visual Merchandising

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Silent Salesman Artistic display of merchandise and theoretical props used as the scenesetting decoration in the store Orderly, systematic, logical and intelligent way of putting stock on the floor

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Tools of Visual Merchandising

Colours Props & Fixtures Store windows Mannequins

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Errors in Display
Clutter Lack of an underlying theme Too many props Dirty Floors Poor Lightining

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