Lecture #18: Store Layout

These lecture notes are provided as a study aid in preparation for examinations. Students should review their class notes, and compare to the outline presented below. To assist in reviewing for exams, students are advised to rewrite their notes in accordance with the outline.

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It is the job of the retailer to create an environment in which customers find it inviting to purchase, to the extent that it is often difficult to say "no." In essence, what the retailer is doing is "baiting" the trap, so to speak. Still, the customer has the ultimate control over his or her pocketbook. But it is the retailer's job to do everything possible to engineer an effective selling environment.

The environment of the store must be consistent with the products being sold, as well as the image the retailer wishes to convey. Furthermore, this environment begins on the outside of the store, and continues on into the inside. The entire store is part of this environment.

The types of displays are even important, as your text points out. Everything must be consistent. Cheap products can be displayed cheaply and conveniently, while more epensive producrts require more elaborate displays.

A. Store Layout:

• Grid
• Racetrack
• Free form