2016-17
EXCAVATING RETAIL STORES Deeptashree Saha
PREFACE
1
ACKNOWLEDGEMENT
3
TABLE OF CONTENTS
07
13-24
25-27
Introduction to Retail
Interiors
Types of Retails
Selling Areas
Types by Products
08 General Characteristics of Retail
09-12 Principles of Retail Store Attracting Customers Inducing Entrance Organizing Store Spaces Interior Displays Convenience
4
Departmentalization Customer Flow Self Service Shop Sizes Typical Counter & Case Layout Centre Island Aisle Width Displays Displays Surface Scale Show Windows Show Windows Lighting Shop Entrance Work Areas Wrapping & Cash Counter Waste Basket Office
Types by Marketing Strategy
TABLE OF CONTENTS
28-73
79-84
86-92
Understanding Retail Store
Customer Flow
Bibliography
Map of Jaipur List of Five Store Crossword Chumbak Levi’s ICONIC Accessorize
32-39 40-49 50-57 58-65 66-73
74-78
Straight Plan Diagonal Plan Geometric Plan Curved Plan Varied Plan
85 Inference
Critical Analysis of Retail Stores Interior Layout Customer Flow Facilities Provided
5
6
INTRODUCTION TO RETAIL STORES
7
GENERAL CHARACTERISTICS OF RETAIL
8
PRINCIPLES OF RETAIL STORE
9
PRINCIPLES OF RETAIL STORE ATTRACTING CUSTOMERS
INDUCING ENTRANCE
10
PRINCIPLES OF RETAIL STORE
INTERIOR DISPLAYS
PRINCIPLES OF RETAIL STORE CONVENIENCES
12
INTERIORS
13
INTERIORS SELLING AREAS
14
INTERIORS SELLING AREAS
15
INTERIORS SELLING AREAS
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INTERIORS Typical Counter and Case Layouts
Displays
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INTERIORS Displays
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INTERIORS Displays
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INTERIORS Displays
20
INTERIORS Displays
Show windows cannot stop at merely attracting and stopping passerby . Patrons must be induced to enter the shop. Steps are considered inadvisable . When a change in grade is 21
INTERIORS Displays
Work Areas
22
INTERIORS Work Areas
23
INTERIORS Work Areas
24
TYPES OF RETAIL STORES
26
TYPES BY PRODUCTS
26
TYPES BY MARKETING STRATEGY MOM AND POP STORE - small retail outlet operated by family SPECIALITY STORE - narrow marketing focus - size of store varies; may be huge or small - value products BOUTIQUE - concept similar to speciality store - small stores stocking only one brand GENERAL STORES - rural stores that supplies main needs of the locality
27
UNDERSTANDING RETAIL STORES OF JAIPUR, INDIA.
28
Map of Rajasthan showing the city of Jaipur 29
1.
4.
2.
3.
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5.
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32
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34
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FLOOR PLAN OF CROSSWORD 36
WEAKNESS
STRENGTH
OPPORTUNITIES
- better visual merchandise - customer being guided - signage can be improved
- poor visual merchandise - customer service - good exhibited are not taken proper care
- loss of customer due to visual merchandise - goods getting damaged due to improper display
37
Facilities Provided 38
- Seating area provided to read books before purchasing them - Glass pane allows in natural light which is very important in a bookstore
- Proper labelling and departmentalisation - Helps customer not getting lost in midst of wide range of products it provides
Vitrified Tiles
Lacquered Glass Shelves for Visual Merchandising Particle Boards used for fixtures Laminate
Furnishing Provided
Transparent glass
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40
36
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42
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FLOOR PLAN OF CHUMBAK 44
WEAKNESS
STRENGTH OPPORTUNITIES
- proper departmentalisation
- over crowded - labelling and departmentalisation - prices of the products not displayed
- loss of customer because, they easily get confused.
45
Facilities Provided
- Easy to access the products
46
- trial room for trying out apparels - a plant to break the monotony and provide provision for landscape - a mirror in front of accessories department
Furnishing Provided Rustic Painted Wall
Fixture to cling pillows to the Wall 47
Furnishing Provided
Interesting and industrial False Ceiling
Chumbak uses its own product range to furnish their store 48
concrete finish veneer wood
Furnishing Provided
Concrete ceiling lamp wall frames hanged on ceiling television showing brand A.V
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50
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FLOOR PLAN OF LEVI’S 54
WEAKNESS
STRENGTH
OPPORTUNITIES
- proper labelling
- none
- none
55
Facilities Provided
- stools provide
- trial room 56
57
Furnishing Provided
58
59
60
61
DETAIL OF PERFUME SECTION IN ICONIC
FLOOR PLAN OF ICONIC 62
WEAKNESS
STRENGTH OPPORTUNITIES
- none
- no lavatory - no drinking water
- none
63
Facilities Provided fencing at billing counter
baggage counter
proper lighting and air conditioning 64
P.O.P false ceiling
casette L.E.D tubes
air conditioning
anti-skid floor tiles
Furnishing Provided
focus lights
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66
67
68
69
70
WEAKNESS
STRENGTH OPPORTUNITIES
- design interiors in a more spacious format
- no lavatory - no drinking water - over stuffed interiors
- loss of customer
71
- mirror
72
Facilities Provided
Furnishing Provided
73
CRITICAL ANALYSIS OF THE RETAIL STORES
INTERIOR LAYOUTS
76
ICONIC LEVI’S
CROSSWORD
CHUMBAK
Accessorize
CUSTOMER FLOW COMMON IN THE FIVE RETAILS STORES
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FACILITIES PROVIDED IN THE FIVE RETAILS STORES
CROSS WORD
Chumbak
no seating no lavatory trial room store store rough tiles and stones high gloss tiles baggage counter baggage counter natural light illumination of illumination of pleasant pleasant seating no lavatory
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Levi's
ICONIC
Accessorize
seating no lavatory trial room store
seating no lavatory trial room store
no seating no lavatory mirrors store
wooden floor
vitrified tiles baggage counter
vitrified tiles
illumination of pleasant
illumination of pleasant
illumination of pleasant
STUDY OF CUSTOMER FLOW IN RETAIL
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STUDY OF CUSTOMER FLOW IN RETAIL
80
STUDY OF CUSTOMER FLOW IN RETAIL
81
STUDY OF CUSTOMER FLOW IN RETAIL
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STUDY OF CUSTOMER FLOW IN RETAIL
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STUDY OF CUSTOMER FLOW IN RETAIL
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INFERENCE As an end note, I would like to state that “Excavating Retail Stores�, was a successful journey. It is clearly proved that the existing retail stores do follow standards. Through our naked eye we pass by these retail stores without even giving a note how each store are similar to each other. Its just the aesthetics character that makes these store to differ from each other. If we study the interior layout of the all the 5 selected stores mentioned ahead, we see straight plan being common in all the three plans. Hence, it is proved that Straight plan being simple and economical most of the stores opt for it. The fixtures were same, one with the metal channels, giving them provision to change their visual merchandising often. We also do observe that these retail outlets generally opt for economical, cheap , value for money fixtures to design their store. The entry gates are either omitted or haveing glass doors to make the space welcoming for the customers. The glass panes also give them provision to show off their merchandise and allure its customer in the store. While designing retail store the major factor to keep in mind is the brand image. The furnishing material and interior layout automatically falls in place. Eg; Levis sticks to wooden interiors as it have origins from cowboy and boho background. Also breaking rules according to the type of store also becomes important. As we observed in Crossword, it provides a provision foe natural light at the cost of shelving of its longest available wall. Convenience provision for customer should always be given top priority. Hence, I am looking forward to carry all these learning to help me design a commercial project for K. Raheja Corporation Group.
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BIBLIOGRAPHY
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NOTES • The images on the pages not mentioned in the list are self clicked and edited. • The matters of the store and rest and collected through interviews
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