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StoreImageStoreImageChapter13istheoverallperceptiontheconsumerStoreLayoutandDesignhasofthestore’senvironment.ElementsThatComposeObjectivesoftheStoretheStoreEnvironmentEnvironmentTaskstocreatedesiredstoreimageandincreaseproductivity:1.Getcustomersintothestore(marketimage).2.Convertthemintocustomersbuyingmerchandiseonceinsidethestore(spaceproductivity).3.Dothisinthemostefficientmannerpossible.StorePlanningStorePlanningFloorplan1.AllocatingSpaceisaschematicthatshowswhere2.Circulationmerchandiseandcustomerservice3.ShrinkagePreventiondepartmentsarelocated,howcustomerscirculatethroughthestore,andhowmuchspaceisdedicatedtoeachdepartment.1TheseWarningSignsMayAllocatingSpaceIndicateaSpaceProblemTypesofspaceneeded:1.Backroom2.Officeandotherfunctionalspaces3.Aisles,servicesareas,andothernonsellingareasofthemainsalesfloor4.Wallmerchandisespace5.FloormerchandisespaceCirculationAdvantagesandDisadvantagesFreeFlowLayoutofFreeFlowLayoutFreeFlowAdvantages1.Allowanceforbrowsingandwanderingfreely2.Increasedimpulsepurchases3.Visualappeal4.FlexibilityRetailing,3rdEdition,DunneandLuschCopyright©1999byHarcourtBrace&CompanyAllrightsreserved.AdvantagesandDisadvantagesTheDisneDisneyyStore’seffectiveuseoftheFree-FlowDesignofFreeFlowLayoutApproximately250millionconsumersvisitDisney’sFreeFlowentertainmentretailoutletseachyear.NewstoreDisadvantagesdesignsshowcasemerchandiseinanengagingandcontemporaryfashion,keepingpacewithevolving1.Loiteringencouragedretailtrends.Technologicalelements-includinga2.Possibleconfusionfront-of-storemediawall3.WasteoffloorspacethatengagesguestswithDisneyprogramming,4.Costandinteractivekiosks-5.DifficultyofcleaningsettingthestagefortheDisneyStoreinthe21stcentury.Retailing,3rdEdition,DunneandLuschCopyright©1999byHarcourtBrace&CompanyAllrightsreserved.2AdvantagesandDisadvantagesofAdvantagesandDisadvantagesofGridLayoutsGridLayoutsGridGridAdvantagesDisadvantages1.Lowcost1.Plainanduninter
