Store planning

Location planning is selecting the right location followed by appropriate site for the store. 1. High street location: very busy with high customer traffic, lots of retail store in small sizes, high real estate rentals. 2. Destination \free standing location-does not have high foot fall rate, may not be a commercial retail area ,low real estate rentals, may have large parking area. 3. Shopping centre\mall location-has existing traffic, clean environment ,designated parking area.

 Location mapping-map the locations so that the extent of each store is well defined. Location parameters-define the store location ,identifiable parameters in a format . Site selection-type of building the retailer needs and its affordability. They should own, lease the property ,joint venture. site selection depends upon nature of the building ,size and cost.

Store design and retailing mix

Employee type and density a specialty store has high density of staff .a large departmental store has one staff per 400 sft. Merchandise type and density- a supermarket is very dense and has above 8,000 pieces per 100 sft. A large departmental store would have 750 pieces per 100 sft.designer outlet has low density.

Fixture type and density

The fixtures have to complement the value of a merchandise. the density of fixtures is measured as the number of fixtures per 100 sft of store space. Sound type and density-pleasant sound has a direct affect on the store atmosphere. Odour type and density-positive odours likefresh coffee beans and flowers . Visual type and factors-interior design, display, visual merchandising, lighting-natural light is for garments, red and yellow increase the pulse rate.

The space mix

Optimize the selling area and minimize the non-selling parts. Non-selling area is accounted by circulation space, aisles, staircases, lifts etc. Selling space is in terms of size and location of goods staple goods core usp of the store-50% of the merchandise; convenience goods-30%;impulse purchase-15%.

Retail space management

It enables smooth and efficient customer flow into the store . Design of fixtures, placement of merchandise direct the customer. Help the customer reach the merchandise. Helps create feeling of comfort in mind of the customer . Aesthetics are a visual delight. Helps a store to sell more and retain customers.

Store layout
Store layout is the term used to refer to the interiors and the allocation or the plan in which the products are displayed in the store .It is quite imperative for the retailers to understand the customer and prepare a customer friendly layout.

Store layout
The circulation plan-to lead the customer from area to area with the help of aisles .focal point highlight with accent lighting. width of the aisles is according to the density and traffic pattern. main aisles and side aisles. Layout circulation types-free flow circulation is in stores where the merchandise and fixtures are grouped in clusters as in boutiques. Grid is used in a superstore where the aisles and fixtures are at right angles to each other.

 Race track is used in larger and wider store where the customer is made to circle around the floor and get back to the beginning, using a lift or staircase to move to the next level. Herringbone is used for a narrow store where the highway is a single two way ,bisecting the store along its length with side roads. The spine form is herringbone layout with out the side roads.

Floor space management

Parameters to judge the space performance- how a space performs can be judged by: the sale output and margin, inventory holding that leads to sales. Sales per square foot ,margins per square foot ,gross margin return on inventory per sft. Space audit through hot spot analysis (warm and cold spots) and efficiency of selling space to non-selling space.

Ground rules for successful space and layout management

Convenience of the customer comes first. Allow the customer to browse the merchandise in order to turn him into a buyer. Optimize the trading space and non-trading space to make the customer spend more time. Right floor space management decisions. Appeal to the senses of the customer by creating the right ambience.

Visual merchandising
Visual merchandising is known as the silent salesman. This is the science and art of suggestive selling by display and presentation. Visual merchandising helps in converting a passerby into a browser and a browser into a spender and finally into a big spender.

 Visual merchandising enhances the shopping experience. Visual merchandising as a communication tool. Presentation in visual merchandisingtheme display, lifestyle displays ,coordinated displays . VM helps customers make buying decision.

Store atmospherics
Exteriors Signage Interior or store layout VM and displays in Fashion retailing

The role of visual merchandisers in retailing

Planning the VM theme and creating displays. Arranging props for displays Arranging display fixtures and lighting Setting up stores before openings Working with floor plans and store requirements. Training personnel on the sales floor to create display.

Shop displays
Window display :exclusive display that have an absolutely closed backdrop, open windows with no closed backdrop and can see the interior of the store through displays. Live displays-live models are use for product displays at the entrance of the store. Marquee displays are tent or canopy used to display a stores name and logo sometimes big enough to even sell merchandise or services.

 Free standing or island displays-there are displays of merchandise found at the entrance of stores to announce new arrivals .A display podium is erected and decorated suitably to highlight the merchandise. Counter display-merchandise is displayed in counters that have glazed display shelves.

 Brand corners-are displays of exclusive brands and are common in supermarkets and convenience stores. End cap displays-these are at terminal sides of the gondolas on both sides and found in gondola fixtures used in supermarkets ,convenience stores and book.

 Cascade /waterfall displays-found commonly in garment stores, these are done on the linear walls with help of stooping rods.

Store facade
A combination of elements such as design, ambience ,product and service offerings too help to form the image of the store. It helps the store Invites customers silently, conveys what is in store Makes the store memorable Creates the top of the mind awareness of the store among customers.

POS
Both front end cashiering and back-end cash management including banking ,form an important part of store operations

Retail selling process

The process starts from the moment the customer enters the store. 1.Connect with the customer 2.Probe need subtly 3.Presenting the merchandise 4.Handling objections and indecision 5.Recognize buying signals 6.Trial and close and add ons: up selling ,cross selling and suggestive selling.

7.Closing the sale.