《零售商店的设计、布局与视觉营销.ppt》由会员分享,可在线阅读,更多相关《零售商店的设计、布局与视觉营销.ppt(52页珍藏版)》请在三一文库上搜索。
1、Chapter 18,Store Layout, Design and Visual Merchandising店面陈列、设计和视觉营销,18-2,Store Management,Managing the Store Chapter 17,Layout, Design, and Visual Merchandising Chapter 18,Customer Service Chapter 19,18-3,REIs Store Environment,美户外用品连锁零售组织 直营店以REI为品牌的产品,占到总销量的30-40%。,18-4,H & M,全世界1500多个专卖店销售服装、配饰与
2、化妆品。店铺一般分为大店、全线产品店以及概念店。 店铺鼓励自助服务,同时提供给客户想法与启发以使人们找到适合于自己的产品。购物环境则力求舒适、鼓舞人心和充满人文关怀。,18-5,Store Design Objectives,Implement retailers strategy Influence customer buying behavior Provide flexibility Control design and maintenance costs Meet legal 实施零售商的策略 影响顾客购买行为 提供灵活性 控制设计和维护成本 符合法律规定requirements,18
3、-6,Store Design and Retail Strategy,The primary objective of store design is implementing the retailers strategy,(c) Brand X Pictures/PunchStock,C. Borland/PhotoLink/Getty Images,Meets needs of target market Builds a sustainable competitive advantage Displays the stores image 符合目标市场的需求 建立一个可持续的竞争优势
4、显示商店的形象,18-7,McDonalds remodeled its stores to better appeal to European customers 麦当劳的改装店,以更好地呼吁欧洲客户,18-8,In India, a retailer finds key to success is clutter在印度,零售商认为成功的关键是凌乱,18-9,Chaos Sells in India,Americans and Europeans might like to shop in pristine, quiet stores. But one entrepreneur (found
5、er of Indias Big Bazaar) his fortune by redesigning stores in India to be messier, nosier, and more cramped. http:/ 美国人和欧洲人可能要质朴,宁静的商店购物。但是,一个企业家(印度的大巴扎的创始人)的财富来源于重新在印度设计更混乱,喧闹,拥挤的商店。,18-10,Influence Customer Buying Behavior,Attract customers to store Enable them to easily locate merchandise Keep th
6、em in the store for a long time Motivate them to make unplanned purchases Provide them with a satisfying shopping experience 吸引客户的存储 使他们能够轻松地找到商品 他们很长一段时间保持在店里 激励他们,使无计划采购 为他们提供一个满意的购物体验,H. Wiesenhofer/PhotoLink/Getty Images,18-11,Todays Demographics,Time limited families are spending less time plan
7、ning shopping trips and making more decisions in the stores. So retailers are making adjustments to their stores to get people in and out quicker. 时间有限的家庭,花费更少的时间规划购物行程,在商店做更多的决定。 因此,零售商正在调整他们的商店,让人们进出更快。,Royalty-Free/CORBIS,18-12,Whole Foods stores checkout system was redesigned to reduce wait time
8、 整个食品商店的结帐系统进行了重新设计,以减少等待时间,18-13,Flexibility,Needed to change the merchandise mix Takes two forms: The ability to physically move store components The ease with which components can be modified Example: college bookstores Change their space allocations at the beginning of each semester and the slow
9、er in-between periods Use Innovative fixture and wall system 需要改变商品组合 有两种形式: 物理移动商品组合的能力 哪些组件可以修改轻松 例如:大学书店 在每个学期开始改变自己的空间分配,学期中更慢的改变 使用创新的夹具和墙面系统,18-14,Cost,Control the cost of implementing the store design and maintain the stores appearance Store design influences shopping experience and thus sale
10、s Labor costs Inventory shrinkage 控制成本实施的店面设计和维护商店的外观 商店设计的影响: 购物体验,销售 劳动力成本 库存紧缩,18-15,Legal Considerations,Americans with Disabilities Act (ADA) Protects people with disabilities from discrimination in employment, transportation, public accommodations, telecommunications and activities of state an
11、d local government Affects store design as disabled people need “reasonable access” to merchandise and services built before 1993. After 1993, stores are expected to be fully accessible.,18-16,Reasonable Access What does that mean?,32 inch wide pathways on the main aisle and to the bathroom, fitting
12、 rooms elevators and around most fixtures Lower most cash wraps and fixtures so they can be reached by a person in a wheelchair Make bathroom and fitting room fully accessible,Keith Brofsky/Getty Images,18-17,Tradeoff in Store Design在店面设计权衡,Ease of locating merchandise for planned purchases,Explorat
13、ion of store, impulse purchases,Royalty-Free/CORBIS,(c) image100/PunchStock,Giving customers adequate space to shop,Productivity of using this scarce resource for merchandise,易于为采购计划定位商品 为客户提供足够的空间,购物 探索商店,冲动购物 商品使用这种稀缺资源的生产力,18-18,Store Design,Layouts Signage and Graphics Feature Area 布局 标牌和图形 功能区,
14、18-19,Store Layouts,To encourage customer exploration and help customers move through the stores Use a layout that facilitates a specific traffic pattern Provide interesting design elements 鼓励顾客探索,帮助客户通过商店 使用有利于特定交通模式的布局 提供有趣的设计元素 Types of Store Layouts Grid Racetrack Free Form,店面布局的类型 网格 跑道 自由形式,18
15、-20,Grid Layout,Easy to locate merchandise Does not encourage customers to explore store Limited site lines to merchandise Allows more merchandise to be displayed Cost efficient Used in grocery, discount, and drug stores: Why? 容易找到商品 不鼓励客户到店探索达到商品站点路线有限 允许显示更多商品 成本效益 在杂货店,折扣,和药店使用:为什么?,18-21,Racetra
16、ck Layout (Loop),Loop with a major aisle that has access to departments Draws customers around the store Provide different viewing angles and encourage exploration, impulse buying Used in department stores,18-22,JCPenney Racetrack Layout,18-23,Example of Race Track Layout,PhotoLink/Getty Images,18-2
17、4,Free-Form (Boutique) Layout,Fixtures and aisles arranged asymmetrically Provides an intimate, relaxing environment that facilitates shopping and browsing Pleasant relaxing ambiance doesnt come cheap small store experience Inefficient use of space More susceptible to shoplifting salespeople can not
18、 view adjacent spaces. Used in specialty stores and upscale department stores,18-25,Example of Free-Form Layout,18-26,Michael Evans/Life File/Getty Images,Example of Boutique Area,18-27,Usage of Signage and Graphics,Location identifies the location of merchandise and guides customers Category Signag
19、e identifies types of products and located near the goods Promotional Signage relates to specific offers sometimes in windows Point of sale near merchandise with prices and product information Lifestyle images creates moods that encourage customers to shop,H & M effectively uses graphic photo panels
20、 to add personality, beauty, and romance to its stores image,18-28,Suggestions for Effectively Using Signage,Coordinate signage to stores image Use appropriate type faces on signs Inform customers Use them as props Keep them fresh Limit the text on signs Use appropriate typefaces on signs,18-29,Digi
21、tal Signage,Visual Content delivered digitally through a centrally managed and controlled network and displayed on a TV monitor or flat panel screen Superior in attracting attention Enhances store environment Provides appealing atmosphere Overcomes time-to-message hurdle Messages can target demograp
22、hics Eliminates costs with printing, distribution and installing traditional signage,18-30,Feature Areas,Areas within a store designed to get the customers attention Feature areas Entrances Freestanding displays Cash wraps (POP counters, checkout areas) End caps Promotional aisles Walls Windows Fitt
23、ing rooms,PhotoLink/Getty Images,18-31,Space Management,The space within stores and on the stores shelves are fixtures is a scare resource The allocation of store space to merchandise categories and brands The location of departments or merchandise categories in the store,18-32,Space Planning,Produc
24、tivity of allocated space (sales/squire foot, sales/linear foot) Merchandise inventory turnover Impact on store sales Display needs for the merchandise,18-33,Envirosells Observations: Shopping Behavior and Store Design,Avoid the butt-brush effect The tie rack located near an entrance during busy tim
25、es Place merchandise where customers can readily access it Toy stores shelves at a childs eye level Make information accessible Older shoppers have a hard time reading the small prints Let customers touch the merchandise,18-34,You are here,Percentage of Shoppers Visiting Different Areas of the Store
26、,Considerations for Merchandise Locations,18-35,Prime Locations for Merchandise,Highly trafficked areas Store entrances Near checkout counter Highly visible areas End aisle Displays,18-36,Location of Merchandise Categories,Impulse merchandise near heavily trafficked areas Demand/Destination merchand
27、ise back left-hand corner of the store Special merchandise lightly trafficked areas (glass pieces, womens lingerie) Adjacencies cluster complimentary merchandise next to each other,18-37,Location of Merchandise within a Category: The Use of Planograms,Supermarkets and drug stores place private-label
28、 brands to the right of national brands shoppers read from left to right (higher priced national brands first and see the lower-priced private-label item) Planogram: a diagram that shows how and where specific SKUs should be placed on retail selves or displays to increase customer purchases,18-38,Le
29、arning customers movements and decision-making,Videotaping Consumers Learn customers movements, where they pause or move quickly, or where there is congestion Evaluate the layout, merchandise placement, promotion Virtual Store Software Learn the best place to merchandise and test how customers react
30、 to new products,18-39,Visual Merchandising: Fixtures,Straight rack Rounder (bulk fixture, capacity fixture) Four-way fixture (feature fixture) Gondolas,18-40,Straight Rack,Holds a lot of apparel Hard to feature specific styles and colors Found often in discount and off-price stores,Royalty-Free/COR
31、BIS,18-41,Rounder,Smaller than straight rack Holds a maximum amount of merchandise Easy to move around Customers cant get frontal view of merchandise,18-42,Four-Way,Holds large amount of merchandise Allows customers to view entire garment Hard to maintain because of styles and colors Fashion oriente
32、d apparel retailer,18-43,Gondolas,Versatile Grocery and discount stores Some department stores Hard to view apparel as they are folded,Royalty-Free/CORBIS,18-44,Merchandise Presentation Techniques,Idea-Oriented Presentation Style/Item Presentation Color Organization Price Lining Vertical Merchandisi
33、ng Tonnage Merchandising large quantities of merchandise displayed together Frontal Presentation display as much of the product as possible to catch the customers eye,18-45,Idea-Orientation Presentation,Present merchandise based on a specific idea or the image of the store Encourage multiple complem
34、entary purchases Womens fashion Furniture combined in room settings Sony Style mini-living rooms,Fifty percent of women get their ideas for clothes from store displays or window shopping,18-46,Store Atmospherics,Color,Scent,Music,Lighting,Store Atmosphere,The design of an environment through visual
35、communications, lighting, colors, music, and scent to stimulate customers perceptual and emotional responses and ultimately to affect their purchase behavior,18-47,Lighting,Highlight merchandise Structure space and capture a mood Energy efficient lighting Downplay features,The McGraw-Hill Companies,
36、 Inc./Lars A. Niki, photographer,18-48,Color,Warm colors (red, gold, yellow) produce emotional, vibrant, hot, and active responses Cool colors (white, blue, green) have a peaceful, gentle, calming effect Culturally bounded French-Canadians respond more to warm colors Anglo-Canadians respond more to
37、cool colors,The McGraw-Hill Companies, Inc./Lars Niki, photographer,18-49,Music,Control the pace of store traffic, create an image, and attract or direct consumers attention A mix of classical or soothing music encourage shoppers to slow down, relax, and take a good look at the merchandise thus to s
38、tay longer and purchase more J.C. Penney different music at different times of the day Jazzy music in the morning for older shoppers Adult contemporary music in the afternoon for 35-40 year old shoppers U.S. firm Muzak supplies 400,000 shops, restaurants, and hotels with songs tailed to reflect thei
39、r identity,18-50,Scent,Has a positive impact on impulse buying behavior and customer satisfaction Scents that are neutral produce better perceptions of the store than no scent Customers in scented stores think they spent less time in the store than subjects in unscented stores,The McGraw-Hill Compan
40、ies, Inc./Gary He, photographer,18-51,How Exciting Should a Store Be?,Depends on the Customers Shopping Goals Task-completion: a simple atmosphere with slow music, dimmer lighting, and blue/green colors Fun: an exciting atmosphere with fast music, bright lighting, and red/yellow colors,18-52,Web Sit
41、e Design,Simplicity Matters Getting Around Easy Navigation Let Them See It Example: Lands End My Virtual Model Blend the Web Site with the Store Prioritize Type of Layout When shopping on the Web, customer are interested in speed, convenience, ease of navigation, not necessarily fancy graphics Checkout Make the process clear and appear simple Enclose the checkout process Make the process navigable without loss of information Reinforce trust in the checkout process,
链接地址:https://www.31doc.com/p-3031188.html