1. Promotional – promote the sale of one or more items by using special lighting and /or props. Skiwear with fake snow for accents 2. Institutional – promote store image rather than specific items. Designed to build customer good will, show that the business is interested in the community TYPES OF WINDOW DISPLAYS
▪Affects the store’s image ▪Includes items such as: ▪ Floor & wall coverings ▪ Lighting ▪ Colors ▪ Fixtures STORE INTERIOR
▪It is important to create a relaxing, comfortable place for customers to shop ▪ Customers shop longer & are more relaxed and spend more when they are not pressed by crowds, delays & long lines
FLOOR AND WALL COVERINGS
LIGHTINGS
▪ Used to direct customer’s attention to the display and creates mood. -Use more light for dark colors, less light for light colors . -Beam spread; the diameter of the circle of light.
▪ Flood lightning ▪ Spot lightning ▪ Pinpointing BEAM SPREAD TECHNIQUES
FLOOD LIGHTING Ceiling lights to direct lights over an entire wide display area.
SPOT LIGHTING focuses attention on specific areas or targeted items of merchandise
PINPOINTING focuses a narrow beam of light on a specific item
▪ Color selection should be perfect. ▪Help to make merchandise look more interesting. ▪ Color schemes help to create moods. ▪ Capture shoppers attention. COLORS
▪ Example; in Christmas displays only complementary color scheme i.e. reds and greens are placed next to each other in setting as no other scheme can accomplish this
STORE FIXTURES ▪ To make store’s wall merchandisable, wall usually covered with a skin that is fitted with vertical columns of notches.
▪ Most common types of fixtures: ▪ Stands ▪ Platforms and Elevations ▪ Round rack ▪ Bin ▪ T-Stand ▪ Four way faceout TYPES OF FIXTURES
▪Used in a variety or assortment window- from glass line to the back of the display window STANDS
▪ Platforms or Elevations can be tables and other pieces of furniture that can be used to raise up a mannequin, a form or arrangement of merchandise PLATFORMS AND ELEVATIONS
▪ Circular racks on which garments are hung around the entire circumference ROUND RACKS
▪A rimmed table or bin used to hold sale or special merchandise on the sales floor, especially in discount operations; it has no formal arrangement BIN
▪Freestanding, two-way stand in the shape of a T, that holds clothes on hangers, sometimes with one straight Arm and one waterfall T-STAND
▪A fixture with four extended arms, that permits accessibility to hanging merchandise all the way around FOUR -WAY STAND
▪ The way the floor space is used to facilitate and promote sales and best serve the customer 2. STORE LAYOUT
1. Selling Space 2. Merchandising Space 3. Personnel Space 4. Customer Space TYPES OF FLOOR SPACE
▪Includes: ▪Interior displays ▪ Sales demonstration areas ▪ Sales transaction areas (wrap desk) SELLING SPACE
▪Allocated to items that are kept in inventory ▪ Selling floor ▪ Stock room area MERCHANDISE SPACE
PERSONNEL SPACE ▪ Space for employees: ▪ break rooms ▪lockers ▪restrooms
CUSTOMER SPACE ▪ Comfort and convenience of customers: ▪ Restaurants ▪Dressing rooms ▪ Lounges ▪ Restrooms ▪ Recreation area for children ▪ Stores are competing more & more in these areas ▪ Allocating more dollars and space for customer convenience than ever before
▪ Once the floor space has been allocated, management & visual personnel spend a lot of time planning the effective use of the space.
▪What product are to go where ▪ Agencies – what products should be next to each other ▪Where to put seasonal merchandise such as coats, swimwear and Christmas items ▪ Traffic patterns VISUAL DECISIONS
FLOOR LAYOUT
STRAIGHT FLOOR LAYOUT ( GRID DESIGN) ▪ Best used in retail environments in which majority of customers shop the entire store ▪ Can be confusing and frustrating as it is difficult to see over the fixtures to other merchandise ▪ Forcing customers to back of large store may frustrate and cause them to look elsewhere ▪ Most familiar examples for supermarkets and drugstores
DIAGONAL FLOOR LAYOUT ▪Good store layout for self-service type retail stores ▪Offers excellent visibility for cashier and customers ▪ Movement and traffic flow in the store is smooth
ANGULAR FLOOR LAYOUT ( CURVING/LOOP –RACETRACK DESIGN) ▪ Best used for high-end stores ▪ Curves and angles of fixtures and walls makes for more expensive store design ▪ Soft angles create better traffic flow throughout the retail store
GEOMETRIC FLOOR LAYOUT (SPINE DESIGN) ▪Is a suitable store design for clothing and apparel shops. ▪Uses racks and fixtures to create interesting and out- of- the – ordinary type of store design without a high cost.
MIXED FLOOR LAYOUT (FREE FLOW DESIGN) ▪Incorporates the straight, diagonal and angular plans ▪Helps generates the most functional store design ▪ Layout moves traffic towards walls and back of the store
Storage, Receiving, Marketing Underwear Dressing Rooms Checkout counter Clearance Items Feature Feature Jeans Casual Wear Stockings Accessories Pants Tops Tops Skirts and Dresses Hats and Handbags Open Display Window Open Display Window
▪ They are part of the general store interior ▪Displays generate 1 out of 4 sales ▪ They enable the customer to make a selection without personal assistance 3. MERCHANDISE DISPLAYS
1.Closed Displays 2.Open Displays 3.Architectural Display 4.Point-of-Purchase 5. Store Decorations KINDS OF DISPLAYS
▪ Look but don’t touch ▪ Require sales person assistance ▪ Expensive or fragile merchandise ▪Jewellery cases CLOSED DISPLAYS
▪Handle merchandise without a salesperson ▪ Self-service ▪Used for most clothing OPEN DISPLAY
▪ Actual room setting ▪ Furniture ARCHITECTURAL DISPLAYS
▪ Promote impulse buying ▪Items at the register ▪ Batteries ▪ Candy ▪ Magazines POINT-OF-PURCHASE
STORE DECORATIONS ▪ Decorations for holidays such as Christmas, Halloween and Valentine’s Day