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Unfolding Retail _____________ Abhilasha Saikia


Acknowledgement ____________________ I, Abhilasha Saikia, have taken efforts in this research. However, it would not have been possible without the kind support and help of many individuals and organizations. I would like to extend my sincere thanks to all of them. My vote of thanks goes to the stores- Claire’s, Da Milano, Chumbak, Accessorize and Baggit in the branch of WORLD TRADE PARK, Jaipur for providing me useful informations. I am highly indebted to my institution ARCH ACADEMY OF DESIGN for their guidance and constant supervision as well as for providing necessary information regarding the research, for leting me utilize the place and their support in completing the project. I would like to express my gratitude towards my mentor Ar.Pooja Tyagi for their kind co-operation and encouragement which help me in completion of this research. My selfless regards also goes to my family who keep motivating me to work hard towards my goals. I would like to express my special gratitude and thanks to industry persons for giving me such attention and time. My thanks and appreciations also go to my colleague in developing the project and people who have willingly helped me out with their abilities.


Preface ____________________ This book provides concise information about retail stores, types of retail store, principles of retail stores. It also includes information from primary sources by surveying and visiting retail stores and secondary source such as books, magazines and internet. The facts revolve around high-end accessories stores. The objective is to save time of an individual who is in search of information about accessories store from the perspective of construction and interiors. It also provides knowledge about the materials which are used and could be used in a retail store. The readers should note that the majority of the material is from Indian contributors and this means that the detail on, for instance, climate and daylight is from the perspective of a climate in Jaipur, Rajasthan. To avoid repetition and keep the book a manageable length, the different subjects are covered. only once in full. Readers should therefore refer to several sections to glean all of the information they require. The data and examples included in the text are drawn from a wide range of sources and as a result a combination of convention is used throughout for dimensions. The measurements shown are all chiefly in feet and inches. The plans and diagrams of the store do not have scales as the purpose here is to show the general layout and express relationship between spaces, making exact scaling unnecessary. However, all the relevant dimensions are given on the detailed drawings and diagrams of installation, to assist in the design of specific space and construction.


content

0 Introduction

05-10

Retail Store 05-06 Types of Retail Store 07-08 Principles of Retail Store 09-10


1 2 3 Survey

11-45 Comparative Study 46-51 Standard Customer Flow

5 Retail Stores Interior Layout visited 13-14 Facilities Interior Layout Customer Flow Facilities Furnishing Material

52-59

48-49 Study of Time Saver Standard 54-55 56-57 48-49 Self-Analysis 58-59 50-51 References


introduction ________________________ People love to look, window-shop, and buy. Shopping as an experience should provide fun, which in turn provides profits. A successful store or shop is one that is designed to merchandise in addition to looking good.

of the interior. Hence the demarcation between the exterior and the interior is not physical, rather the two are integrated, and it is difficult to define where one ends and the other begins. This is particularly true in enclosed shopping malls.

Retail involves the process of selling consumer goods or services to customers through multiple channels of distribution to earn a profit. It is a place of business usually owned and operated by a retailer but sometimes owned and operated by a manufacturer or by someone other than a retailer in which merchandise is sold primarily to ultimate consumers.

The open or no front generally Promotes more impulse buying ; department stores will often make their entrances an extension of the mall so that the shopper will be easily enticed into the store. When doors are used, either on the street or on the mall, they should be well marked and easy to find. Entrance to the interior should be easy, related to interior traffic flow and layout, and should be accessible to vertical transportation, if any.

A storecan be divided into two principal parts : the exterior, which gives identification, encompasses the storefront, show windows, and displays, and the interior, where the promise of the storefront display is delivered. Briefly stated, the storefront initiates the sale, and the interior consummates it. The storefront and the design of the facade must be attractive in order to catch the shoppers attention and to draw the customers in from the street or from the mall in shopping centers . Graphic identification, with bold color, lighting, lettering, and logos, and attractive display of merchandise are the initial steps . In enclosed malls, the glass-enclosed show windows are often eliminated or minimized. The “show window� displays are set up in a large vestibule, perhaps elevated or on portable platforms, and become part

Introduction to Retail 06


TYPES 1. DEPARTMENT STOREs OF RETAIL STORE The types of retail stores are based on MARKETING STRATEGIES

07 Research on Retail

A department store is a set-up which offers wide range of products to the endusers under one roof. In a department store, the consumers can get almost all the products they aspire to shop at one place only. Department stores provide a wide range of options to the consumers and thus fulfill all their shopping needs. Merchandise: Electronic Appliances Apparels Jewellery Toiletries Cosmetics Footwear Sportswear Toys Books CDs, DVDs Examples - Shoppers Stop, Pantaloon

2. DISCOUNT STORES Discount stores also offer a huge range of products to the end-users but at a discounted rate. The discount stores generally offer a limited range and the quality in certain cases might be a little inferior as compared to the department stores. Wal-Mart currently operates more than 1300 discount stores in United States. In India Vishal Mega Mart comes under discount store. Merchandise: Almost same as department store but at a cheaper price.


4.SPECIALITY STORES 3.SUPERMARKET A retail store which generally sells food products and household items, properly placed and arranged in specific departments is called a supermarket. A supermarket is an advanced form of the small grocery stores and caters to the household needs of the consumer. The various food products (meat, vegetables, dairy products, juices etc) are all properly displayed at their respective departments to catch the attention of the customers and for them to pick any merchandise depending on their choice and need. Merchandise: Bakery products Cereals Meat Products, Fish products Breads Medicines Vegetables Fruits Soft drinks Frozen Food Canned Juices

As the name suggests, Speciality store would specialize in a particular product and would not sell anything else apart from the specific range.Speciality stores sell only selective items of one particular brand to the consumers and primarily focus on high customer satisfaction. Example -You will find only Reebok merchandise at Reebok store and nothing else, thus making it a speciality store. You can never find Adidas shoes at a Reebok outlet.

5.CONVENIENCE STORE A convenience store is a small retail business that stocks a range of everyday items such as groceries, snack foods, candy, toiletries, soft drinks, tobacco products, magazines and newspapers. Such stores may also offer money order and wire transfer services. In some jurisdictions, corner stores are licensed to sell alcohol, typically beer and wine. They differ from general stores and village shops in that they are not in a rural location and are used as a convenient supplement to larger stores. A convenience store may be part of a gas/petrol station. It may be located alongside a busy road, in an urban area, or near a railway or railroad station or other transport hub. In some countries, convenience stores have long shopping hours, some being open 24 hours.

Introduction- Types of Retail 08


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his can be accomplished by means of advertising, prices, showwindow displays, or new or remodeled quarters, which occupies ATTRACTING CUSTOMERS much of a merchant’s efforts. Of these, storefronts and display windows are important to the store designer. ''merchandising psychology" consists of, first, arousing interest ; second, satisfying it . With staple goods the first phase is almost automatic . When nonstaples, accessories, orspecialties other than "demand" goods are to be sold, methods of arousing interest may become more complex.The second phase---the actual sale-involves factors of convenience which are desirable in order to make buying easy, to satisfy customers completely, and to achieve economy of space and time for the store management.

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how windows, in addition to attracting passersby, should induce them to enter the store . Show windows may be opened up to INDUCING ENTRANCE display the shop's interior ; or closed in, to give privacy to customers within. Door locations require study in relation to pedestrian traffic flow, grades of sidewalks and store floors, and interior layout of the shop . In colder climates drafts and Outdoor temperature changes can be controlled at the door .

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rganizing store spaces, and consequently themerchandise to be sold, into departments, enables customers to find objects easily, ORGANIZING STORE SPACE and permits storekeepers to keep close check on profits or losses from various types of goods. Store lighting and "dressing" are simplified. Even small shops benefit from a measure of departmentalization ; in large shops, the practice becomes essential as methods of training salespeople, of handling, controlling, and wrapping stock become more complex .

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nterior displays require particular attention in specialty shops. Types range from displays of staple goods which assist customers INTERIOR DISPLAY in selection, to displays of accessories which the sale of staples may suggest to the customer. Problems of arrangement with regard to merchandise, departments, and routes of customers' approach are involved. Relief from the repeated impact of merchandise sales efforts and displays is necessary in most shops. Experienced salespeople can tell at a glance the customer who is satiated with shopping and too bewildered to buy. After he has been refreshed by a brief rest, the customer’s interest can be recaptured quickly. Such relaxation may be mental or physical, or both .

PRINCIPLES OF RETAIL STORE C

onveniences intended primarily for the customers' benefit, while not strictly allied to the problems of attracting trade or selling goods, are necessary to some types of shops . A florist, for CONVENIENCES instance, provides a card-writing desk or counter in his shop . In other shop types, particularly those whose prices are above the average, such extra provisions are often highly desirable . Conveniences of this kind include : telephone booths, drinking fountains, lavatories or powder rooms, desks for writing cards or checks, stools or chairs at counters or in special sales rooms, and vanity tables or triplicate mirrors for certain types of apparel fitting rooms .

Introduction-Principles of Retail Stores 10


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SURVEY

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C

laire's is a retailer of accessories and jewellery primarily aimed toward girls and young women, founded in 1961, and based in Hoffman Estates, Illinois, suburb of Chicago. Their stores are in 95% of all U.S. shopping malls, and Claire’s has done more ear piercings than any other retailer, over 80 million in 25+ years.

CLAIRE’S

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DA MILANO ITALIA

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ince inception the DA MILANO family has celebrated over sixty years of uninterrupted work - from leather tanning industry to today's premium, high end leather accessories and home furnishings brand. Achieving this stems from the fact that we promote prized craftsmanship, an obsession for experienced handiwork and the best of resources to create our preferred signature styles. Only the finest leather - painstakingly processed - and the most premium Italian fittings are used to achieve the desired result. As a result of which we proudly endorse our products with a life-time service warranty.

humbak is a vibrant & cheerful brand. The myriad of products on offer not only tickles the humour of the customer but at the same time adds vivacity & positive vibes to his living environment. ‘Make it a happy place!’ is what came from the client as a brief. The eclectic mix of products ranges from small to big in size, from being useful to being decorative, something to be found in the traveller’s bag to something that keeps you cosy at home!

ACCESSORIZE

N

CHUMBAK

A

ccessorize is a British private limited company. It has a London registered address, and operates two international retail clothing chains – Monsoon and Accessorize. In 2014 the company had about 1400 stores in 74 different countries.

ina Lekhi, a young entrepreneur arose with a determination to make her mark in the fashion world. With her love for accessories and creative wild ideas she sought out to cater to the fun loving urban Indian consumers’ needs. Thus, Baggit was born; making its first appearance at INXS, Mumbai, it went on to become one of the leading brands in the country.

BAGGIT Survey-5 Retail Stores 14


CLAIRE’S

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INTERIOR LAYOUT

FACILITIES

FURNISHING MATERIAL


2. Interior of the store.

INTERIOR LAYOUT

Spaces, aisle and customer flow......

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laire’s is located in the lower ground floor in the North block World Trade Park, Jaipur. It is one of the jewellery and accessories stores which is exclusively for girls to young women. The store had a variety of display units, fulfilling the respective purposes. These were introduced by creating niches with the merchandise. By surveying and studying the standards the interior layout of the store is known to be STRAIGHT PLAN. The straight plan is conventional form of layout that utilizes walls and projections to create smaller spaces.It is economical plan to

18 Research on Retail 1. View of the entrance of the store.


3. Location of the store inside World Trade Park, Jaipur.

4. Interior Layout of Claire’s through sketch.

execute. As the area of the store is 400sq. ft. (approx), it is a smart move to use this type of layout. This plan lends itself well pulling customers to the back of the store. In this accessories store, special sale merchandise are placed at the rare, with signage informing shoppers of the items and directing them in the right direction.

centre right, keeping a view on all over the store. The flooring is done with 2’X2’ tiles. Although the plan is economical the flow seemed to be conjusted comparatively to the area of the store. The space couldn’t accomodate more than 20 people at one time.

On the three walls, niches and hangers made for displaying. The display units which are diving the aisle 3’6”X2’X4’ in measurements.These are made up of aluminium and painted. The cash counter is in the

Claire’s-Interior Design 19


Facilities

____________________________ for the customers & the salesmen

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he store room was at the end of the store.There was a 2’6” wide aisle of walking space and the stocks were kept in 1’6” wide shelves with a height of 7’ (approximately). The stocks were packed in containers. As admission was not allowed in the store, the purpose of survey could not be reached. The flooring was vinyl and non-slipperry. There was a writing desk along side with the cash counter. Acceptance of ATM card was available. There was smoke detector and water sprinklers for emergencies. Sound boxes and cameras were also fitted. There was no washroom facilities as the showroom was in a mall. Though washroom was located just near the store.

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Furnishing Materials T

he false ceiling was done with Plaster Of Paris and left with white distempered. The wall displays were done with photo frames and aluminium metal and the pattern was simple with grooves. These were finished with gloosy paints. This had been continued on all over the walls. The display units were of the same patterns and hooks and hangers were fixed. There was a partition to divide the areas. This partition was 3’0” high and was made with brick were again the aluminium display was happening. The finish on the cash counter was of Super high-gloss laminate. The floring was done with vinyl and the tiles were 2’X2’. The material was rough ceramic finished.

Claire’s-Facilities & Furnishing Material 21


DA MILANO

italia

_____________________________________

INTERIOR LAYOUT

FACILITIES

FURNISHING MATERIAL


2. Visual merchandising

1. Exterior view of Da Milano Italia, Jaipur

Beauty behind the baggage....

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INTERIOR

3. Handbag display shelve

4. Location of the store inside WTP,Jaipur

LAYOUT

bigger, i e, by using mirrors and lacn the domestic market, presently Da Milano oper- quered glass in the interior areas. ates 44 company owned and self operated exclusive showrooms in 10 cities. One of the showrooms is in The shelves for the display of the bags are against the World Trade Park at the upper ground level (Image-4). wall in the form of niches. There are five shelves after a regular interval of 1’6” and the depth is 1’0”. The The ambience of the store showcases classic ele- shelves are finished with super high-gloss laminates. gance and enduring sophistication just like its items. On one side of the wall the in between the shelves , It is a small outlet at the extreme corner of the lane. the pattern of the shelves has been changes from five to three shelves to break the monotony and continuity. The entrance is made up of toughened glass so that it is see through and making the space look bigger. There is one counter display where ties and cufflings One more tactic has been used to make the area look are displayed. 24 Research on Retail


6. Handbag display shelves

5. Layout of the showroom through sketch.

This counter is of 3’6”X1’6”X3’0” in measurement. The layout of this store is a combination of STRAIGHT and VARIED PLAN. For products tht require back-up merchandise to be immediately adjacent, the varied plan is highly functional. As shown in image 5, the varied plan has “bellow” effect, a tapering on the left-down or space delineation that is focusing on the visual merchandising. As utilisation of walls and projections are created, it also comes under straight plan. This plan also has the tendency to pull customers to the back of the store.

7. Cash counter 4’9” high with veneer

The flooring is of 2’6”X2’ rough ceramic tile. The space of the showroom is too small. The store gets least attention even if it is just at the entrance. The principle of attracting cutomers and inducing customers through different merchandising strategies should be promoted. The cash counter table is 4’9” high which looks awkward and does not function well as a writing area.

Da Milano Italia- Interior Layout 25


Facilities

T

____________________________ for the customers & the salesmen

he store room was at the end of the store, on the left side from the entrance. The door was cladded with mirror to give an elegant look and make the space larger. As admission was not allowed in the store, the purpose of survey could not be reached. The flooring was vinyl and non-slipperry. There was ano writing desk along side with the cash counter. The height of the cash counter was very high which made it ver uncomfortable. Acceptance of ATM card was available. There was a feedback book on the cash counter. There was smoke detector and water sprinklers for emergencies. Sound boxes and cameras were also fitted. There was no washroom facilities as the showroom was inside a mall. 26 Research on Retail


Furnishing Materials T

he false ceiling was done with Plaster Of Paris and left with white distempered. On the walls niches and shelves were made where hand-bags were displayed.The material on the shelves and niches were super high-gloss and super matte laminates. Mirrors and lacquered glass were also used immensely.There was a wooden lamited display counter with glass on top. Veneer is used on the cash counter specially to attract customers. For the visual merchandising, wooden unfinished boxes of 1’X1’X1’ have been used. A stand of aluminium was there where sling/string bags were displayed.

21 Da Milano Italia-Facilities & Furnishing Material 27


CHUMBAK

____________________________________

INTERIOR LAYOUT

FACILITIES

FURNISHING MATERIAL


1. View of the store from outside

INTERIOR LAYOUT

CLIENT & BRAND BRIEF:

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humbak is a vibrant & cheerful brand. The myriad of products on offer not only tickles the humour of the customer but at the same time adds vivacity & positive vibes to his living environment. ‘Make it a happy place!’ is what came from the client as a brief. The eclectic mix of products ranges from small to big in size, from being useful to being decorative, something to be found in the traveller’s bag to something that keeps you cosy at home! So essentially the task was to house these assorted offers in a space that is articulate enough to give them an apt backdrop. 30 Research on Retail

STORE INTERIOR DESIGN: The brand is synonymous to being happy and vocal about it. There are lots of colours & patterns on the merchandise so the idea was to stay subtle on the store environment with accentuated corner. No walls or partitions were created to categorise spaces instead the fixtures were used to do so. Imitating the product variety, furniture & fixtures were eclectic both in finish and styling. Then there are the tables, display shelves & display cabinets that looks like collected from random places which has come together to make up the place. The ceiling is left exposed with some portions


highlighted with grids and rafters to create accents. At some places are a series of bulbs that tries to capture a glimpse of celebrations in our homeland. Places of highlights have been soaked in brand home colours like the yellow brick wall, teal partition. They add the ‘CHUMBAK’ effect to the otherwise subtle space.

2. Location of the store in WTP, Jaipur

VISUAL MERCHANDISING & DIPLAY: VM has been an important medium to help the store voice its character. Elements have been collected and coloured in hues of the brand that distinctively gave them Chumbak’s character no matter where they came from. Cane baskets, ice buckets, photo frames, wooden crated, antique frames, flower and most importantly living plants planted on colourful earthen pots are dispersed throughout the store to support the product display. The VM fuses itself seamlessly in the store. The furniture is also conceptualized in a way that it forms a part of the VM adding visual appeal throughout.

SHOP-FITTING DESIGN: Not many furniture/ fixture look alike in the store. The concept was derived from being eclectic and varied. So we conceptualized designs that would be varied in nature but display efficient & flexible. Few styles

3. Layout of the store

4. V.M. of Chumbak

were borrowed from colonial designs with modern tables, display shelves were made quirky with articulate brackets, cabinets & chest of drawers were immersed in bright colours, simple chest of drawers were given shutters on hinges. The materials used are wood & metal but in forms of polished, antique, rusted & painted.

Chumbak- Interior Layout 31


Facilities

____________________________ for the customers & the salesmen

T

here was a guard at the entrance to welcome and bid adieu. There was a trail room. The store room was not visible. As it ws authentica The flooring was vinyl and non-slipperry. There was a writing desk along side with the cash counter. Acceptance of ATM card was available. The packaging was creative. They also provide holder for the bill. There was smoke detector and water sprinklers for emergencies. Sound boxes and cameras were also fitted. There was no washroom facilities as the showroom was in a mall.

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Furnishing Materials T

he ceiling is left exposed with some portions highlighted with grids and rafters to create accents. At some places are a series of bulbs that tries to capture a glimpse of celebrations in our homeland. Places of highlights have been soaked in brand home colours like the yellow brick wall, teal partition and the full height patterned partition near the staircase. Wood, paint, metal, veneer and glass are the few to name amongst the materials used. The floor is finished with vitrified tiles and vinyl flooring which demarcates major zones in the store. The walls play a major role in creating the changing look and feel of the environment. Ranging from rustic white, bright quirky yellow to wooden vinyl and paint, it grows from being colourful & younger to subtle & matured as you proceed inside the store.

Chumbak-Facilities & Furnishing Material 33


ACCESSORIZE

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INTERIOR LAYOUT

FACILITIES

FURNISHING MATERIAL


A

ccessorize is located inside World Trade Park, Jaipur. This store is of accessories, handbags, decorative items, primarily for the girls and the women. The layout of the store is STRAIGHT PLAN layout. The straight plan is conventional form of layout that utilizes walls and projections to create smaller spaces. It is economical plan to execute. The items were displayed well. Though the arrangement was not systematic. Also, the plan layout lacked symmetry. Yet, the false ceiling and lighting are done appropriately.

INTERIOR LAYOUT Attracting customers Inducing entrances Interior display Customer flow 36 Research on Retail

The golden colour of the walls and on the display units gave a royal look to the store. The items are poping out in this colour. The same colour have been used through out the store. The flooring is of rough ceramic tiles, 2’X2’ each. The area of the store is 300 sq. ft. (approximately). Visual Merchandizing is on the either side of the entrance. The height of the shelves would be 5’0” (approx) with an interval of 1’6”, the overhead shelves have been continued.


3. Wall display of the store.

1. Display unit in Accessorize

2. Ceiling of the store showing lighting, smoke detector and speakers.

4. Location of the store in WTP, Jaipur

5. Plan layout of the store through sketch

Accessorize- Interior Layout 37


Facilities

____________________________ for the customers & the salesmen

T

here was a store room straight at the end of the store. There was a writing desk along side with the cash counter. Acceptance of ATM card was available. There was smoke detector and fire extinguisher and first aid for emergencies. Sound boxes and cameras were also fitted. There was no sitting arrangements. There was no washroom facilities as the showroom was in a mall.

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Furnishing Materials T

he false ceiling was done with Plaster Of Paris and left with white distempered. The wall displays were done with photo frames and aluminium metal and the pattern was simple with grooves. These were finished with gloosy paints. This had been continued on all over the walls. The display units were of the same patterns and hooks and hangers were fixed. The overhead shelves were of 1” thick and of material wooden and finished with laminates. The finish on the cash counter was of super matte laminate and creative animation is done on all facade of the counter. The floring was done with vinyl and the tiles were 2’X2’. The material was rough ceramic finished.

Accessorize-Facilities & Furnishing Material 39


BAGGIT

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INTERIOR LAYOUT

FACILITIES

FURNISHING MATERIAL


1. View of the store from the threshold

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INTERIOR LAYOUT 42 Research on Retail

t was a small unit in World Trade Park, Jaipur. The layout of the store is a combination of both CURVED and STRAIGHT PLAN layouts. The curved plan creates an inviting, special environment fot the customer. It also costs more to construct than angular or square plans. The curved theme can be emphasized with walls, ceiling and corners. To complete the look, specify circular floor fixtures.


The store has been emphasized by the curved false ceiling and an open entrance. (Image-2) The display table on the left also makes it curved plan. Also, it is a straight plan as the display against the wall has been continuous and to the right it has a rectangular display unit which makes it straight towards the end of the store. The display unit made up of Stainess Steel at the entrance divided the area into two halves.

2. False ceiling and lighting of the store The location of the store has be demarcated in the plan (Image- 3) The cash counter is at the extreme left towards the end from the entrace. The cash counter is located at a place from where the responsible person of the store can keep an eye on the whole store. The height of the wall display units are of 7’0” and the shelves are of 1’6” wide and 1’0” in depth.

3. Locating the store plan in the map of WTP. The interior plan layout of the store has been explained through a sketch for better understanding. (Image-4) The flow of the store could be understood after drawing the plan. Through this sketch it could be evaluated that it is a curved as well as straight plan layout. The area has been utilised well without any hindrance in the customer flow. The aisle space is also quite enough to move freely.

4.Sketch of the Baggit store Interior Layout Baggit- Interior Layout 43


Facilities

____________________________ for the customers & the salesmen

T

he showroom was under construction. A place was given for temporary storage. Also, storage spaces are there at the bottom of the wall displays in the form of drawers. The lights is appropriate. The display units were easily reachable. There was smoke detector. The standee of the name tag could be visible from a far distance. There was no washroom facilities.

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Furnishing Materials T

he false ceiling was done with Plaster Of Paris in levels. and left with white distempered. The wall displays were done by shelving. The shelves are laminated with Super gloss laminates which are white in colour. The display units are also finished with laminates but the legs of them are of stainless steel. At the open entrance, display of string bags are happening which is made of stainless steel. For the flooring carpeting is done for non-slippery purpose.

Baggit-Facilities & Furnishing Material 45


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COMPARATIVE STUDY

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RETAIL STORES _________________

CLAIRE’S

CRITERIA

DA MILANO ITALIA STRAIGHT PLAN

STRAIGHT PLAN

1. INTERIOR LAYOUT VARIED PLAN

2. FACILITIES

* STORE ROOM

* STORE ROOM

* WRITING DESK ATTACHED TO CASH COUNTER

* NO WRITING DESK

* NO TOILET FACILITIES * MIRRORS AVAILABLE

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* NO TOILET FACILITIES


CHUMBAK

ACCESSORIZE

BAGGIT

STRAIGHT PLAN PATHWAY PLAN

STRAIGHT PLAN

CURVED PLAN

* TRAIL ROOM

* STORE ROOM

* CARPETING DONE ON FLOOR

* WRITING DESK

* WRITING DESK

* NO STORE ROOM

* WATER SPRINKLER

* FIRE EXTINGUISHER

* NO WRITING DESK

* SMOKE DETECTOR

* MIRRORS AVAILABLE

* NO MIRRORS

* CREATIVE RECEIPT HOLDER * SMOKE DETECTOR

* SMOKE DETECTOR

*NO STORE ROOM * WRITING DESK AVAILABLE

Comparative Study 49


CUSTOMER FLOW CLAIRE’S Figure 2.1: Showing the cutomer flow and aisle of Claire’s through orange arrow marks. This flow is according to the Staight Plan Layout.

DA MILANO ITALIA Figure 2.2: Showing the cutomer flow and aisle of Da Milano Italia through orange arrow marks.This flow is accoording to the combination of Straight and Varied Plan Layouts.

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CHUMBAK Figure 2.3: Showing the customer flow and aisle of Chumbak through orange arrow marks. This flow is according to the Pathway Plan Layout.

ACCESSORIZE Figure 2.4: Showing the cutomer flow and aisle of Accessorize through orange arrow marks.This flow is according to the Straight Plan Layout.

BAGGIT Figure 2.5: Showing the customer flow and aisle of Baggit through orange arrow marks. This flow is according to the combination of Straight and Circular Plan Layouts.

Comparative Study - Customer Flow51


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STANDARD CUSTOMER FLOW

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STANDARDS OF CUSTOMER FLOW It is a study of Time Save Standards- building types, from the Chapter Retail. From the aisle standards to the arrangements of the displays to attact customers into the store.

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he accompanying diagrams based upon analyses of traffic indicate the possibility of organizing departments in relation to the flow of customers through the store.Interest in articles on display was found to be inversely proportional to the number displayed after a low limit had been reached. A central location in a group seemed to lead to increased interest in a picture. One important conclusion is that what a customer seen is more influenced by the arrangement of the space and the walking habits of customers, than by the intrinsic quality of the objects exhibited . Tendencies to turn to the right, to be attracted by doorways, to choose the wider of two aisles, and to be fatigued by too much material on display are all of utmost importance to the store planner. Store services muet also be analyzed in relation to customer flow. Sao-Service Operators of large stores have found that self-service speeds up selling. For that reason their stock is easily accessible to the shopper . Often, too, customers insist upon handling merchandise, and are more easily sold when they can get these first-hand impressions. As a result, many stores have abandoned the selling-over-the-counter plan, which 54 Research on Retail

decreases free sales space, and rely upon open wall fixtures, wall displays, and display tables whenever possible .In direct contrast to this type is the exclusive shop which keeps its stock in closed fixtures or in the stockroom, permitting selection of merchandise only by sample displays. Some specialty shops work entirely on this basis. Shelf Sizes These are far from standardized. However, as determined by real estate values, and merchandising, structural, fixture, and aisle space requirements, shops with one customer’s aisle only are usually 12 to 15 ft wide by 50 to 60 ft long in large cities ; and 15 to 18 ft. wide by 60 to 80 ft long in smaller cities. These dimensions apply particularly to shops in 100 percent retail districts.Heights are more easily determined. Basements 8 to 9 ft high, in the clear, permit economical stock storage. Ground floors are preferably approximately 12 ft high If no mezzanine is included; mezzanines at least 7 ft 6 in. above floor level will accommodate most fixture heights. Height from mezzanine floor to ceiling may be as low as 6 ft 6 in. if used for service space only ; 7 ft is the preferred minimum for public use .


Image1: The flow of cuatomer shown in TSS.

Image 2 : Some of the types of flow.

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What a customer seen is more influenced by the arrangement of the space and the walking habits of customers, than by the intrinsic quality of the objects exhibited.

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Comparative Study- Customer Flow 55


SELF HIGHLIGHTS CLAIRE’S : The white colour on the walls and on the displays have made

the space look larger. This is one of the important and self analysized aspects.

DA MILANO ITALIA: The corner of the mall has been utilised properly. The immense usage of mirror and lacquered glass have made the showroom look larger.

CHUMBAK: The items and visual merchandizing are itself very attrac-

tive. It fulfils the principles of retail store, i.e. Attracting Customers and Inducing Entrance.

ACCESSORIZE: The colour of the showroom and lighting are complimenting each other.

BAGGIT: The standee of the name tag was the most attractive part of the store and was enough to arouse interest. 56 Research on Retail


ANALYSIS CONSTRUCTIVE CRITICISM CLAIRE’S : The aisle space of the store is quite packed. The place cannot

accomodate more than 20 people at one time. The display is not arranged properly. The space of visual merchandizing is less.

DA MILANO ITALIA: The cash counter is of 4’0” high. This makes the customer uncomfortable to view and write. The height of the some of the shelves are comparatively high.

CHUMBAK: The stocks was left in a corner. There was lack of dusting the items displayed.

ACCESSORIZE: The display is not arranged properly. In some places the aisle space is less than 3’0: The height of the overhead shelves are comparatively high.

BAGGIT: There is no entrance door. There is no place for Visual Merchandizing.

Self Analysis 57


References Page no. 7 & 8 2. en.wikipedia.org 3. www.pinterest.com 4. www.conveniencestore.org

Page no. 13

2. Image 4: From the location map of World Trade Park, Jaipur. 3. Image 5: Hand-drawn

Page no. 26 & 27 Image on page no 26: Clicked on the store Image on page no 27: From the website

All the 20 images are from their respective websites. The 4 logos of the brands are from their respective Page no. 30 & 31 websites.

Page no. 18 &19

1. Image 1: Clicked on the store 2. Image 2: From the location map of World Trade Park, Jaipur. 3. Image 3: Hand-drawn 4. Image 4: Clicked on the store

1. Image 1: Clicked on the store 2. Image 2: Clicked on the store 3. Image 3: From the location map of World Trade Park, Jaipur. Page no. 32 & 33 4. Image 4: Hand-drawn

Page no. 20 &21 Image on page no 20: Clicked on the store Image on page no 21: From the website

Page no. 24& 25 1. Image 1, 2, 3, 6, 7: Clicked on the store 58 Research on Retail

Image on page no 32: Clicked on the store Image on page no 33: From the website .

Page no. 36 & 37

Image on page no 36: From the website 1. Image 1, 2, 3: Clicked on the store 2. Image 4: From the location map of World Trade Park, Jaipur. 3. Image 5: Hand-drawn


Page no. 38 & 39

Page no. 50 & 51:

Image on page no 38: Clicked on the store Image on page no 39: From the website .

All the flows are hand drawn sketches

Page no. 54 & 55:

Page no. 42 &43

1. Image 1, 2: Clicked on the store 2. Image 3: From the location map of World Trade Park, Jaipur. 3. Image 4: Hand-drawn

Page no. 44 & 45

Image 1: From T.S.S.-for building types, 2nd Edition (Joseph De Chiara & John Callender) Image 2: insider.asdonline.com Contents are self-written. Standards are taken from Time Saver Standards - for building types, 2nd Edition (Joseph De Chiara & John Callender)

Image on page no 44: Clicked on the store Image on page no 45: From the website

Content also taken from respective retail store websites.

Page no. 48 & 49 Images from Time Saver Standards- for building types, 2nd Edition (Joseph De Chiara & John Callender)

ď‚› References 59


Unfolding Retail  

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