Chapter18StoreLayout,DesignandVisualMerchandising店面陳列、設(shè)計和視覺營銷18-2StoreManagementManagingtheStore

Chapter17Layout,Design,andVisualMerchandisingChapter18CustomerServiceChapter1918-3REI’sStoreEnvironment美戶外用品連鎖零售組織直營店以REI為品牌的產(chǎn)品，占到總銷量的30-40%。18-4H&M全世界1500多個專賣店銷售服裝、配飾與化妝品。店鋪一般分為大店、全線產(chǎn)品店以及概念店。店鋪鼓勵自助服務(wù)，同時提供給客戶想法與啟發(fā)以使人們找到適合于自己的產(chǎn)品。購物環(huán)境則力求舒適、鼓舞人心和充滿人文關(guān)懷。18-5StoreDesignObjectives商店設(shè)計的目標Implementretailer’sstrategyInfluencecustomerbuyingbehaviorProvideflexibilityControldesignandmaintenancecostsMeetlegal實施零售商的策略影響顧客購買行為提供靈活性控制設(shè)計和維護成本符合法律規(guī)定requirements18-6StoreDesignandRetailStrategy商店設(shè)計與零售策略Theprimaryobjectiveofstoredesignisimplementingtheretailer’sstrategy(c)BrandXPictures/PunchStock

C.Borland/PhotoLink/GettyImages

MeetsneedsoftargetmarketBuildsasustainablecompetitiveadvantageDisplaysthestore’simage符合目標市場的需求建立一個可持續(xù)的競爭優(yōu)勢顯示商店的形象18-7McDonald’sremodeleditsstorestobetterappealtoEuropeancustomers麥當勞的改裝店，以更好地呼吁歐洲客戶18-8InIndia,aretailerfindskeytosuccessisclutter在印度，零售商認為成功的關(guān)鍵是凌亂18-9ChaosSellsinIndia印度的混亂銷售AmericansandEuropeansmightliketoshopinpristine,quietstores.Butoneentrepreneur(founderofIndia’sBigBazaar)hisfortunebyredesigningstoresinIndiatobemessier,nosier,andmorecramped./article/SB118598686231984863.html美國人和歐洲人可能要質(zhì)樸，寧靜的商店購物。但是，一個企業(yè)家（印度的大巴扎的創(chuàng)始人）的財富來源于重新在印度設(shè)計更混亂，喧鬧，擁擠的商店。18-10InfluenceCustomerBuyingBehavior影響消費者購買行為AttractcustomerstostoreEnablethemtoeasilylocatemerchandiseKeeptheminthestoreforalongtimeMotivatethemtomakeunplannedpurchasesProvidethemwithasatisfyingshoppingexperience吸引客戶的存儲使他們能夠輕松地找到商品他們很長一段時間保持在店里激勵他們，使無計劃采購為他們提供一個滿意的購物體驗H.Wiesenhofer/PhotoLink/GettyImages

18-11Today’sDemographics當今人口統(tǒng)計學結(jié)論Timelimitedfamiliesarespendinglesstimeplanningshoppingtripsandmakingmoredecisionsinthestores.Soretailersaremakingadjustmentstotheirstorestogetpeopleinandoutquicker.時間有限的家庭，花費更少的時間規(guī)劃購物行程，在商店做更多的決定。

因此，零售商正在調(diào)整他們的商店，讓人們進出更快。Royalty-Free/CORBIS

18-12WholeFoodsstores’checkoutsystemwasredesignedtoreducewaittime整個食品商店的結(jié)帳系統(tǒng)進行了重新設(shè)計，以減少等待時間18-13Flexibility靈活性NeededtochangethemerchandisemixTakestwoforms:TheabilitytophysicallymovestorecomponentsTheeasewithwhichcomponentscanbemodifiedExample:collegebookstoresChangetheirspaceallocationsatthebeginningofeachsemesterandtheslowerin-betweenperiodsUseInnovativefixtureandwallsystem需要改變商品組合有兩種形式：物理移動商品組合的能力哪些組件可以修改輕松例如：大學書店在每個學期開始改變自己的空間分配，學期中更慢的改變使用創(chuàng)新的夾具和墻面系統(tǒng)18-14Cost成本Controlthecostofimplementingthestoredesignandmaintainthestore’sappearanceStoredesigninfluencesshoppingexperienceandthussalesLaborcostsInventoryshrinkage控制成本實施的店面設(shè)計和維護商店的外觀商店設(shè)計的影響：購物體驗，銷售勞動力成本庫存緊縮18-15LegalConsiderations法律法規(guī)

AmericanswithDisabilitiesAct(ADA)

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

Whatdoesthatmean?32inchwidepathwaysonthemainaisleandtothebathroom,fittingroomselevatorsandaroundmostfixturesLowermostcashwrapsandfixturessotheycanbereachedbyapersoninawheelchairMakebathroomandfittingroomfullyaccessibleKeithBrofsky/GettyImages

18-17TradeoffinStoreDesign權(quán)衡店面設(shè)計

EaseoflocatingmerchandiseforplannedpurchasesExplorationofstore,impulsepurchasesRoyalty-Free/CORBIS

(c)image100/PunchStock

GivingcustomersadequatespacetoshopProductivityofusingthisscarceresourceformerchandise易于為采購計劃定位商品——為客戶提供足夠的空間，購物探索商店，沖動購物——商品使用這種稀缺資源的生產(chǎn)力18-18StoreDesign商店設(shè)計LayoutsSignageandGraphicsFeatureArea布局標牌和圖形功能區(qū)18-19StoreLayouts商店布局ToencouragecustomerexplorationandhelpcustomersmovethroughthestoresUsealayoutthatfacilitatesaspecifictrafficpatternProvideinterestingdesignelements鼓勵顧客探索，幫助客戶通過商店

使用有利于特定交通模式的布局

提供有趣的設(shè)計元素TypesofStoreLayoutsGridRacetrackFreeForm店面布局的類型網(wǎng)格跑道自由形式18-20GridLayout網(wǎng)格布局EasytolocatemerchandiseDoesnotencouragecustomerstoexplorestoreLimitedsitelinestomerchandiseAllowsmoremerchandisetobedisplayedCostefficientUsedingrocery,discount,anddrugstores:Why?容易找到商品不鼓勵客戶到店探索——達到商品站點路線有限允許顯示更多商品成本效益在雜貨店，折扣，和藥店使用：為什么？18-21RacetrackLayout(Loop)跑道布局

（環(huán)路）LoopwithamajoraislethathasaccesstodepartmentsDrawscustomersaroundthestoreProvidedifferentviewinganglesandencourageexploration,impulsebuyingUsedindepartmentstores環(huán)路加一個主要通道作為入口吸引客戶環(huán)繞商店提供不同的視角，鼓勵探索，沖動性購買用于百貨商場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非對稱安排固定裝置和過道提供了一個親切，輕松的環(huán)境，有利于購物和瀏覽愉快輕松的氛圍并不便宜-小商店的經(jīng)驗低效利用的空間更容易行竊-銷售人員不能查看相鄰的空間。用于專賣店和高檔百貨商店18-25Exampleof

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

ExampleofBoutiqueArea古董店示例18-27UsageofSignageandGraphics

標牌與圖畫的使用Location–identifiesthelocationofmerchandiseandguidescustomersCategorySignage–identifiestypesofproductsandlocatednearthegoodsPromotionalSignage–relatestospecificoffers–sometimesinwindowsPointofsale–nearmerchandisewithpricesandproductinformationLifestyleimages–createsmoodsthatencouragecustomerstoshop地點-標識商品和引導客戶的位置分類標牌-標識產(chǎn)品類型和位于附近的貨物宣傳標牌-涉及到具體的優(yōu)惠-有時在Windows銷售點-附近的商品價格和產(chǎn)品信息生活方式圖像-創(chuàng)造鼓勵顧客購物的心情。H&Meffectivelyusesgraphicphotopanelstoaddpersonality,beauty,andromancetoitsstore’simageH＆M有效使用圖形照片面板營造個性，美麗和浪漫的商店形象。18-28SuggestionsforEffectivelyUsingSignage

積極的標牌暗示Coordinatesignagetostore’simageUseappropriatetypefacesonsignsInformcustomersUsethemaspropsKeepthemfreshLimitthetextonsignsUseappropriatetypefacesonsigns使標牌與商店的形象相適應(yīng)在標牌上使用適當類型的面孔通知客戶將他們作為道具使用時常更新限制文字長度適當?shù)淖煮w18-29DigitalSignage數(shù)字標牌VisualContentdelivereddigitallythroughacentrallymanagedandcontrollednetworkanddisplayedonaTVmonitororflatpanelscreenSuperiorinattractingattentionEnhancesstoreenvironmentProvidesappealingatmosphereOvercomestime-to-messagehurdleMessagescantargetdemographicsEliminatescostswithprinting,distributionandinstallingtraditionalsignage視覺內(nèi)容，通過集中管理和控制的網(wǎng)絡(luò)提供，在數(shù)字電視監(jiān)視器或平板屏幕上顯示優(yōu)點在于能吸引注意提升商店環(huán)境提供具有吸引力的氛圍克服實時性消息的障礙消息可以針對人口統(tǒng)計消除了傳統(tǒng)的印刷，發(fā)行和安裝標牌的成本18-30FeatureAreas功能區(qū)Areaswithinastoredesignedtogetthecustomers’attentionFeatureareasEntrancesFreestandingdisplaysCashwraps(POPcounters,checkoutareas)EndcapsPromotionalaislesWallsWindowsFittingrooms旨在讓顧客注意——功能區(qū)入口獨立的顯示器現(xiàn)金包裹（POP柜臺，結(jié)賬區(qū)）末端保護套促銷過道墻壁窗口試衣間PhotoLink/GettyImages

18-31SpaceManagement空間管理Thespacewithinstoresandonthestores’shelvesarefixturesisascareresourceTheallocationofstorespacetomerchandisecategoriesandbrandsThelocationofdepartmentsormerchandisecategoriesinthestore商店內(nèi)、貨架上的空間是一種稀缺資源商品類別和品牌在商店空間上的分配商品類別或部門在商店里的位置18-32SpacePlanning空間規(guī)劃Productivityofallocatedspace(sales/squirefoot,sales/linearfoot)MerchandiseinventoryturnoverImpactonstoresalesDisplayneedsforthemerchandise分配空間的生產(chǎn)力（銷售/正方形英尺，銷售/線性英尺）商品庫存周轉(zhuǎn)對門店銷售的影響商品的陳列需求18-33Envirosell’sObservations:ShoppingBehaviorandStoreDesign

購物行為和店面設(shè)計Avoidthebutt-brusheffectThetieracklocatednearanentranceduringbusytimesPlacemerchandisewherecustomerscanreadilyaccessitToystores’shelvesatachild’seyelevelMakeinformationaccessibleOldershoppershaveahardtimereadingthesmallprintsLetcustomerstouchthemerchandise避免對接刷效果

繁忙時間位于入口附近的領(lǐng)帶架商品放置在客戶可以隨時獲取的地方

玩具商店貨架等高于一個孩子的眼睛使信息易于獲取

老年顧客閱讀小畫有困難，讓顧客觸摸商品18-34YouareherePercentageofShoppersVisitingDifferentAreasoftheStore購物者訪問商店不同區(qū)域的百分比ConsiderationsforMerchandiseLocations18-35PrimeLocationsforMerchandise

黃金地段的商品HighlytraffickedareasStoreentrancesNearcheckoutcounterHighlyvisibleareasEndaisleDisplays高流量地區(qū)商店入口收銀臺附近高可見區(qū)域過道尾端顯示屏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擁有大量的服裝很難表現(xiàn)特定的款式和顏色經(jīng)常發(fā)現(xiàn)，在折扣和價格關(guān)店Royalty-Free/CORBIS

18-41RounderSmallerthanstraightrackHoldsamaximumamountofmerchandiseEasytomovearoundCustomerscan’tgetfrontalviewofmerchandise小于直線機架容納數(shù)量最多的商品容易走動顧客無法得到商品的正面視圖18-42Four-WayHoldslargeamountofmerchandiseAllowscustomerstoviewentiregarmentHardtomaintainbecauseofstylesandcolorsFashionorientedapparelretailer擁有大量的商品使客戶能夠查看整個服裝難以維護，因為款式和顏色時尚導向的服裝零售商18-43GondolasVersatileGroceryanddiscountstoresSomedepartmentstoresHardtoviewapparelastheyarefolded多功能雜貨店和折扣店一些百貨公司難以查看服裝，因為它們是折疊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