- The interrelationship between store design and layout and atmosphere promote the
image of a retailer. It consists of the following:
a) The architecture character
b) Decorative style
c) Functional environment
- Design and layout should complement all the retailer’s other advertising and
promotional activities.
Key Principles of Store D&L
- Totality
- The store D&L should be based on the retailer’s strategy
- Focus
- Encourage customers to spend
- Ease of shopping
- The store should be designed with convenience in mind
- Maximise customer experience
- Change and flexibility
- The store should never stay unchanged for too long
- Consider major renovations every 5-7 years
- Prototype store: a standard version of a retail store layout and design which can be
changed slightly to adapt to certain locations.
- Benefits of prototype stores:
- Promotes a consistent image of a chain or franchised retailer
- Reduction in cost of construction and assembly due to economies of scale
- Bulk purchasing of fixtures, fittings and other displays
- Employees adapt easily of transferred from one store to another
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