A Note on Store Layout Design

A Note on Store Layout Design

In order to develop a good store layout, store planners and designers have to ensure the layout to be attractive enough to entice customers have access to comfortably move around the store to purchase more merchandise of their choice. The layout should also facilitate proper display of merchandise suitable to the target consumers tastes

            Usually, retailers make a choice from three types of store layout designs:

(a)     Grid layout

(b)     Race track

(c)     Free form

The Grid Layout : The grid layout is visible in most of the supermarkets and discount stores. This layout consists of display of merchandise on flat bottomed surfaces and aisles in a repetitive pattern. Although, the grid is not an aesthetically pleasing arrangement, it is very convenient for customers who need to move throughout the store to locate products of their choice. For instance, when customers do their weekly shopping from ‘Star Bazaar’, or ‘Foodworld’ (say) they will be able to move in and out of the specific aisles, easily packing up similar products every week. Since they know where everything (merchandise) is diplayed, they do not waste time on such routine purchases (provisions, grocery, vegetables, etc.)

The Race Track Layout : When retailers (department store) want to encourage customers to take time to explore and seek out new and interesting merchandise, they opt for the race track layout The racetrack layout also known as a loop layout, is a store design that facilitates customers to have access to the store’s multiple entrances and departments. As customers go around the loop layout they notice different merchandise displayed from various angles and thus this store design encourages impulse purchases.

Free Form Layout : Free form layout is also known as boutique layout. In a free form layout, the merchandise and aisles are arranged asymmetrically. This layout can be used in small speciality stores or within the department of a large store. In such a free and relaxed store environment, it is assumed that the customer will enjoy shopping and browsing the merchandise. However, such a layout can workout to be costlier, when compared to the grid layout and race track layouts. In order to induce and attract target customers to the store, the retailers may have to invest in costly fixtures. Since the customers may not be automatically drawn into the store, the retailer will have to employ suitable sales personnel, to give that added push. The sales associates may not be able to monitor and watch the adjacent departments, so more theft can occur if the retailer is not very vigilant. In order to create a homely and spacious environment for shopping, the store may have to compromise on some storage and display space. Nevertheless, if care is exercised, the free from layout design can help to offset the increased costs by increasing sales volume and profit margins, by motivating shoppers to purchase goods in a care-free and homely environment.

Thus, proactive planning and atmospherics used in the store layout can act upon the emotional state of the customers and are more likely to influence them to enter and purchase merchandise at the stores. Proactive planning is based upon the manipulation of the in-store experience by acting upon and responding to the data on store layout in order to influence the consumer’s shopping behaviour and experience. The consumers are more likely to enter stores which are made attractive by use of space, colour, walls, pillars, floor coverings, lighting, music, etc. This planned combination of physical messages are known as atmospherics. Atmospherics are created by the combination of a whole series of cues and stimulants, i.e., the type of merchandise offered and the way it is displayed can produce the desired store ambience and emotional response from the target customers.

Retailers have realised that background music can be used as a new tool to reach out to shoppers and encourage them to spend more. According to Adrian North, a Psychology Professor at the University of Leicester, England, “There is quite a lot of evidence that music can have different kinds of impact on various kinds of customer behaviour. Music can influence the speed with which people shop, their willingness to spend, their perceptions of value and more.”

India also, retailers have realised that the right kind of music can have a positive influence on shopping behaviour. Helping retailers to choose the right music at the right time is what the Audio Stream Solution based in Pune does.

This audio stream uses sophisticated software, hardware and technology to provide a customised mix of music and branded messages as in-store audio solutions for retailers. Today, Audio Stream’s solutions are being implemented at major outlets of Adidas, McDonalds, Lifestyle, Giant, Ebony, Gold’s Gym, Talwalkar’s, Fun Republic and Globus. Barista launched its in-store radio concept, ‘Sound of Barista’ using Audio Stream solutions. The reaction to the unique in-store music experiences of the various retailers is given below:

• Lifestyle music by Audio Stream solutions ensures that customised music is played throughout the day at Lifestyles stores. It relaxes their customers and builds the ideal setting for a delightful shopping experience.
• Capt. Devendra Bhatnagar, franchisee, Adidas Exclusive Store Delhi – Audio Stream Solutions’ package incorporates the customer profile (age, gender) with the operating hours and regional taste to make the music match the mood. The customer perks up and so do the staff.
• At Giant Hypermart, Audio Stream has installed the music messaging system at their store at Malad, Mumbai. The added advantage is the preformatted messages that can be played at the predetermined time slots. The retailer looks forward to exploring this as a mainline advertising media in their store. Read Box 8.1 for understanding how Audio Stream’s system works.