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38
STORE LAYOUT, DESIGN, AND VISUAL
MERCHANDISISE
These assignments are related to material in Chapter 16, Store Layouts, Design, and
Visual Merchandising
Example 1
Go to a store of your choice and evaluate the store layout, design, and visual
merchandising techniques employed. Be sure to reference the concepts you have learned
Explain your answers to the following questions:
I. Appearance
A. Is the store layout, design, and visual merchandising techniques used consistent
with the exterior of the store and the location? What does it say about the type of
II. Fixtures
A. Does the lighting highlight merchandise, structure space, capture a mood, or
downplay unwanted features?
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III. Promotion
A. Evaluate the store’s signage. Does it effectively sell merchandise?
B. Has the retailer used any theatrical effects to help sell merchandise?
IV. Layout
A. Does the store layout help draw people throughout the store? Why or why not?
V. Merchandising
A. Has the retailer employed any techniques for achieving greater space productivity
such as using the “cube,” downsizing gondolas and racks, minimizing no-selling
space, etc.?
VI. Summarize your suggestions on how this retailer can improve the shopping
experience for their customers, increase sales, and improve their image.
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Example 2
Atmospherics on Site
Retail Marketing of Single Store Location In-depth Site Analysis & Audit.
Select a store that you are particularly interested in and do a site location audit. It may be
a mall location or freestanding retailer. Examples might be “destination” stores that have
Example 3
Retail Anthropology
This assignment requires you to conduct some retail investigation in the field. Your
report should be presented in summary style (like this description) and should be 4-5
pages long0
Professional retail analysts often hire consulting firms to conduct studies that watch how
a. Visit three retail stores in an industry that interests you, such as department stores,
discount stores, clothing stores, hardware stores, electronics stores, etc. Describe the
industry, the three stores you picked, and tell why you selected each.
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b. Customer traffic flow: In each store, first watch how people move through the store.
e. Fill in your chart and briefly discuss your findings. Were there patterns in the ways
that customers behaved? W What would you
recommend if you were a consultant?
f. Could the stores you visited use e-commerce to improve in these three areas?
Stores Traffic Flow
Crowdedness
Accessibility
Overall Score
Store 1, name and address
ADDITIONAL PROJECTS
Retailing Management 10th Edition
Example 4
Store Layout and Design
techniques employed. Explain your answers to the following questions:
1. In general, is the store layout, design, and visual merchandising techniques used
consistent with the exterior of the store and location?
4.
5. Notice the lighting. Does it do a good job in highlighting merchandise, structuring
space, capturing a mood, and downplaying unwanted features?
ADDITIONAL PROJECTS
Retailing Management 10th Edition
10.
13. What type of layout does the store use? Is it appropriate for the type of store? Would
another type layout be better?
14. Ask the store manager how the profitability of space is evaluated; for example, profit
per square foot. Is there a better approach?
17. Has the retailer employed any techniques for achieving greater space productivity
down-sizing gondolas and racks, and minimizing non-
selling space?
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19. What method(s) has the retailer used for organizing merchandise? Is this
way? Suggest appropriate changes.
COLLECTING INFORMATION ABOUT STUDENTS
NAME: __________________________;
preferred EMAIL ___________________________
Please consider the following topics carefully. Determine your first, second, and third
choices. Also, please indicate any class members with whom you would prefer to work.
You may hand in preferences for an entire group. Hand in by September 9th.
____ 1. Best Practices in Online Apparel Retailing
ADDITIONAL PROJECTS
Retailing Management 10th Edition
Please circle the preferred presentation date for your group:
Tuesday, Nov. 18th
Thursday, Nov. 20th
Other Marketing Courses taken in the past?