Chapter 9 Store Design and Visual Merchandising：9章专卖店设计与视觉营销.ppt

Chapter 9  Store Design and Visual Merchandising Store Design Influence customers before entering store Positive effect on customers Customers want to explore the store Created to project store image Store layout is a factor in the sale in how customers move through the store Store Image - Personality of the store Components of store image: type of merchandise/service quality sales associates design and layout bags and packaging colors of the store décor store fixtures/equipment lighting music scent Store Image Ambiance - the character and atmosphere of a place. Image should serve to remind customers what is unique and special about the store Store Design Retailers hire professional store designers, experts in customer traffic patterns Begins with customer’s first impression of the store: Store’s Exterior Front Windows Front door Store sign Front Windows Window used to display merchandise Arranged nicely in a pleasing pattern Attract customers to want to go into the store Clean and well lit Front Door Invite customers to walk through Color and style Project same image as store Store Sign Consistent with design element Recognizable and designed with colors and fonts coordinated with overall image Interior Store Design Encourage customers to browse and feel comfortable Target customers; Example, teenage store should portray teenage image Selling Space Most important of the interior space, selling space is what customers remember, include store elements such as color of walls and flooring, different fixtures Fixtures are permanent or moveable that hold displays Behind the Scenes Behind selling space, Receiving and marking area Merchandise storage area Supplies storage area Office area Mechanical necessities area for heating and a/c Store Layout An arrangement of the store’s merchandise, fixture, and equipment. Effective layout encourages customers to move from one area to another and through as much of the store Longer customer stays in store, more likel