kingsooo零售店设计、布局与视觉营销

Chapter18StoreLayout,DesignandVisualMerchandising店面陈列、设计和视觉营销18-2StoreManagementManagingtheStore

Chapter17Layout,Design,andVisualMerchandisingChapter18CustomerServiceChapter1918-3REI’sStoreEnvironment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%。18-4H&M全世界1500多个专卖店销售服装、配饰与化妆品。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。18-5StoreDesignObjectives商店设计的目标Implementretailer’sstrategyInfluencecustomerbuyingbehaviorProvideflexibilityControldesignandmaintenancecostsMeetlegal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requirements18-6StoreDesignandRetailStrategy商店设计与零售策略Theprimaryobjectiveofstoredesignisimplementingtheretailer’sstrategy(c)BrandXPictures/PunchStock

C.Borland/PhotoLink/GettyImages

MeetsneedsoftargetmarketBuildsasustainablecompetitiveadvantageDisplaysthestore’simage符合目标市场的需求建立一个可持续的竞争优势显示商店的形象18-7McDonald’sremodeleditsstorestobetterappealtoEuropeancustomers麦当劳的改装店，以更好地呼吁欧洲客户18-8InIndia,aretailerfindskeytosuccessisclutter在印度，零售商认为成功的关键是凌乱18-9ChaosSellsinIndia印度的混乱销售AmericansandEuropeansmightliketoshopinpristine,quietstores.Butoneentrepreneur(founderofIndia’sBigBazaar)hisfortunebyredesigningstoresinIndiatobemessier,nosier,andmorecramped./article/SB118598686231984863.html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。18-10InfluenceCustomerBuyingBehavior影响消费者购买行为AttractcustomerstostoreEnablethemtoeasilylocatemerchandiseKeeptheminthestoreforalongtimeMotivatethemtomakeunplannedpurchasesProvidethemwithasatisfyingshoppingexperience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/GettyImages

18-11Today’sDemographics当今人口统计学结论Timelimitedfamiliesarespendinglesstimeplanningshoppingtripsandmakingmoredecisionsinthestores.Soretailersaremakingadjustmentstotheirstorestogetpeopleinandoutquicker.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

18-12WholeFoodsstores’checkoutsystemwasredesignedtoreducewaittime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18-13Flexibility灵活性NeededtochangethemerchandisemixTakestwoforms:TheabilitytophysicallymovestorecomponentsTheeasewithwhichcomponentscanbemodifiedExample:collegebookstoresChangetheirspaceallocationsatthebeginningofeachsemesterandtheslowerin-betweenperiodsUseInnovativefixtureandwallsystem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18-14Cost成本Controlthecostofimplementingthestoredesignandmaintainthestore’sappearanceStoredesigninfluencesshoppingexperienceandthussalesLaborcostsInventoryshrinkage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18-15LegalConsiderations法律法规

AmericanswithDisabilitiesAct(ADA)

Protectspeoplewithdisabilitiesfromdiscriminationinemployment,transportation,publicaccommodations,telecommunicationsandactivitiesofstateandlocalgovernment Affectsstoredesignasdisabledpeopleneed“reasonableaccess”tomerchandiseandservicesbuiltbefore1993.After1993,storesareexpectedtobefullyaccessible.18-16ReasonableAccess

Whatdoesthatmean?32inchwidepathwaysonthemainaisleandtothebathroom,fittingroomselevatorsandaroundmostfixturesLowermostcashwrapsandfixturessotheycanbereachedbyapersoninawheelchairMakebathroomandfittingroomfullyaccessibleKeithBrofsky/GettyImages

18-17TradeoffinStoreDesign权衡店面设计

EaseoflocatingmerchandiseforplannedpurchasesExplorationofstore,impulsepurchasesRoyalty-Free/CORBIS

(c)image100/PunchStock

GivingcustomersadequatespacetoshopProductivityofusingthisscarceresourceformerchandise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18-18StoreDesign商店设计LayoutsSignageandGraphicsFeatureArea布局标牌和图形功能区18-19StoreLayouts商店布局ToencouragecustomerexplorationandhelpcustomersmovethroughthestoresUsealayoutthatfacilitatesaspecifictrafficpatternProvideinterestingdesignelements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TypesofStoreLayoutsGridRacetrackFreeForm店面布局的类型网格跑道自由形式18-20GridLayout网格布局EasytolocatemerchandiseDoesnotencouragecustomerstoexplorestoreLimitedsitelinestomerchandiseAllowsmoremerchandisetobedisplayedCostefficientUsedingrocery,discount,anddrugstores: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？18-21RacetrackLayout(Loop)跑道布局

（环路）LoopwithamajoraislethathasaccesstodepartmentsDrawscustomersaroundthestoreProvidedifferentviewinganglesandencourageexploration,impulsebuyingUsedindepartmentstores环路加一个主要通道作为入口吸引客户环绕商店提供不同的视角，鼓励探索，冲动性购买用于百货商场18-22JCPenneyRacetrackLayout跑道布局

18-23ExampleofRaceTrackLayout跑道布局示例PhotoLink/GettyImages

18-24Free-Form(Boutique)Layout自由形式布局FixturesandaislesarrangedasymmetricallyProvidesanintimate,relaxingenvironmentthatfacilitatesshoppingandbrowsingPleasantrelaxingambiancedoesn’tcomecheap–smallstoreexperienceInefficientuseofspaceMoresusceptibletoshoplifting–salespeoplecannotviewadjacentspaces.Usedinspecialtystoresandupscaledepartmentstores非对称安排固定装置和过道提供了一个亲切，轻松的环境，有利于购物和浏览愉快轻松的氛围并不便宜-小商店的经验低效利用的空间更容易行窃-销售人员不能查看相邻的空间。用于专卖店和高档百货商店18-25Exampleof

Free-FormLayout自由形式布局示例18-26MichaelEvans/LifeFile/GettyImages

ExampleofBoutiqueArea古董店示例18-27UsageofSignageandGraphics

标牌与图画的使用Location–identifiesthelocationofmerchandiseandguidescustomersCategorySignage–identifiestypesofproductsandlocatednearthegoodsPromotionalSignage–relatestospecificoffers–sometimesinwindowsPointofsale–nearmerchandisewithpricesandproductinformationLifestyleimages–createsmoodsthatencouragecustomerstoshop地点-标识商品和引导客户的位置分类标牌-标识产品类型和位于附近的货物宣传标牌-涉及到具体的优惠-有时在Windows销售点-附近的商品价格和产品信息生活方式图像-创造鼓励顾客购物的心情。H&Meffectivelyusesgraphicphotopanelstoaddpersonality,beauty,andromancetoitsstore’simageH＆M有效使用图形照片面板营造个性，美丽和浪漫的商店形象。18-28SuggestionsforEffectivelyUsingSignage

积极的标牌暗示Coordinatesignagetostore’simageUseappropriatetypefacesonsignsInformcustomersUsethemaspropsKeepthemfreshLimitthetextonsignsUseappropriatetypefacesonsigns使标牌与商店的形象相适应在标牌上使用适当类型的面孔通知客户将他们作为道具使用时常更新限制文字长度适当的字体18-29DigitalSignage数字标牌VisualContentdelivereddigitallythroughacentrallymanagedandcontrollednetworkanddisplayedonaTVmonitororflatpanelscreenSuperiorinattractingattentionEnhancesstoreenvironmentProvidesappealingatmosphereOvercomestime-to-messagehurdleMessagescantargetdemographicsEliminatescostswithprinting,distributionandinstallingtraditionalsignage视觉内容，通过集中管理和控制的网络提供，在数字电视监视器或平板屏幕上显示优点在于能吸引注意提升商店环境提供具有吸引力的氛围克服实时性消息的障碍消息可以针对人口统计消除了传统的印刷，发行和安装标牌的成本18-30FeatureAreas功能区Areaswithinastoredesignedtogetthecustomers’attentionFeatureareasEntrancesFreestandingdisplaysCashwraps(POPcounters,checkoutareas)EndcapsPromotionalaislesWallsWindowsFittingrooms旨在让顾客注意——功能区入口独立的显示器现金包裹（POP柜台，结账区）末端保护套促销过道墙壁窗口试衣间PhotoLink/GettyImages

18-31SpaceManagement空间管理Thespacewithinstoresandonthestores’shelvesarefixturesisascareresourceTheallocationofstorespacetomerchandisecategoriesandbrandsThelocationofdepartmentsormerchandisecategoriesinthestore商店内、货架上的空间是一种稀缺资源商品类别和品牌在商店空间上的分配商品类别或部门在商店里的位置18-32SpacePlanning空间规划Productivityofallocatedspace(sales/squirefoot,sales/linearfoot)MerchandiseinventoryturnoverImpactonstoresalesDisplayneedsforthemerchandise分配空间的生产力（销售/正方形英尺，销售/线性英尺）商品库存周转对门店销售的影响商品的陈列需求18-33Envirosell’sObservations:ShoppingBehaviorandStoreDesign

购物行为和店面设计Avoidthebutt-brusheffectThetieracklocatednearanentranceduringbusytimesPlacemerchandisewherecustomerscanreadilyaccessitToystores’shelvesatachild’seyelevelMakeinformationaccessibleOldershoppershaveahardtimereadingthesmallprintsLetcustomerstouchthemerchandise避免对接刷效果

繁忙时间位于入口附近的领带架商品放置在客户可以随时获取的地方

玩具商店货架等高于一个孩子的眼睛使信息易于获取

老年顾客阅读小画有困难，让顾客触摸商品18-34YouareherePercentageofShoppersVisitingDifferentAreasoftheStore购物者访问商店不同区域的百分比ConsiderationsforMerchandiseLocations18-35PrimeLocationsforMerchandise

黄金地段的商品HighlytraffickedareasStoreentrancesNearcheckoutcounterHighlyvisibleareasEndaisleDisplays高流量地区商店入口收银台附近高可见区域过道尾端显示屏18-36LocationofMerchandiseCategoriesImpulsemerchandise–nearheavilytraffickedareasDemand/Destinationmerchandise–backleft-handcornerofthestoreSpecialmerchandise–lightlytraffickedareas(glasspieces,women’slingerie)Adjacencies–clustercomplimentarymerchandisenexttoeachother18-37LocationofMerchandisewithinaCategory:TheUseofPlanogramsSupermarketsanddrugstoresplaceprivate-labelbrandstotherightofnationalbrands–shoppersreadfromlefttoright(higherpricednationalbrandsfirstandseethelower-pricedprivate-labelitem)Planogram:adiagramthatshowshowandwherespecificSKUsshouldbeplacedonretailselvesordisplaystoincreasecustomerpurchases18-38Learningcustomers’movementsanddecision-makingVideotapingConsumersLearncustomers’movements,wheretheypauseormovequickly,orwherethereiscongestionEvaluatethelayout,merchandiseplacement,promotionVirtualStoreSoftwareLearnthebestplacetomerchandiseandtesthowcustomersreacttonewproducts18-39VisualMerchandising:FixturesStraightrackRounder(bulkfixture,capacityfixture)Four-wayfixture(featurefixture)Gondolas18-40StraightRackHoldsalotofapparelHardtofeaturespecificstylesandcolorsFoundoftenindiscountandoff-pricestores拥有大量的服装很难表现特定的款式和颜色经常发现，在折扣和价格关店Royalty-Free/CORBIS

18-41RounderSmallerthanstraightrackHoldsamaximumamountofmerchandiseEasytomovearoundCustomerscan’tgetfrontalviewofmerchandise小于直线机架容纳数量最多的商品容易走动顾客无法得到商品的正面视图18-42Four-WayHoldslargeamountofmerchandiseAllowscustomerstoviewentiregarmentHardtomaintainbecauseofstylesandcolorsFashionorientedapparelretailer拥有大量的商品使客户能够查看整个服装难以维护，因为款式和颜色时尚导向的服装零售商18-43GondolasVersatileGroceryanddiscountstoresSomedepartmentstoresHardtoviewapparelastheyarefolded多功能杂货店和折扣店一些百货公司难以查看服装，因为它们是折叠Royalty-Free/CORBIS

18-44Merchandise

PresentationTechniquesIdea-OrientedPresentationStyle/ItemPresentationColorOrganizationPriceLiningVerticalMerchandisingTonnageMerchandising largequantitiesofmerchandisedisplayedtogetherFrontalPresentation displayasmuchoftheproductaspossibletocatchthecustomer’seye18-45Idea-OrientationPresentationPresentmerchandisebasedonaspecificideaortheimageofthestoreEncouragemultiplecomplementarypurchasesWomen’sfashionFurniturecombinedinroomsettingsSonyStylemini-livingroomsFiftypercentofwomengettheirideasforclothesfromstoredisplaysorwindowshopping18-46StoreAtmosphericsColorScentMusicLightingStoreAtmosphereThedesignofanenvironmentthroughvisualcommunications,lighting,colors,music,andscenttostimulatecustomers’perceptualandemotionalresponsesandultimatelytoaffecttheirpurchasebehavior18-47LightingHighlightmerchandiseStructurespaceandcaptureamood EnergyefficientlightingDownplayfeaturesTheMcGraw-HillCompanies,Inc./LarsA.Niki,photographer

18-48ColorWarmcolors(red,gold,yellow)produceemotional,vibrant,hot,andactiveresponsesCoolcolors(white,blue,green)haveapeaceful,gentle,calmingeffectCulturallyboundedFrench-Canadians–respondmoretowarmcolorsAnglo-Canadians–respondmoretocoolcolorsTheMcGraw-HillCompanies,Inc./LarsNiki,photographer

18-49MusicControlthepaceofstoretraffic,createanimage,andattractordirectconsumers’attentionAmixofclassicalorsoothingmusicencourageshopperstoslowdown,relax,andtakeagoodlookatthemerchandisethusto