Store Exterior
A customer’s fi rst impression of a store
is often created by the store’s exterior. Store
exteriors can help bring in new customers and
retain existing ones. The best store exteriors
attract, stop, and “invite” customers to shop.
Considerations about store exteriors include their
position on the site, architecture, and signage.
A store’s position is how and where it is
placed on the site. The best store position offers
visibility, compatibility, and convenience. The
following affect a store’s position:
The store is clearly visible to vehicle
and/or pedestrian traffi c, using the most
advantageous setback, angle, and elevation.
A visible store becomes part of a consumer’s
mental map of where to shop for certain
products. It attracts impulse shoppers on fi rst
visits, as well as long-term customers who
are reminded of its products by continually
noticing the store.
The store is compatible with its
surroundings, fi tting the contour of the
land and natural habitat. The design and
construction materials are harmonious with
the environment. The size of the facility is
also in proportion to the size of the lot.
The store is convenient for consumers,
offering ample parking that is easy for
vehicles to negotiate, possibly near
public transportation, safe for pedestrian
movement, and accessible for people with
disabilities.
A store’s architectural design should appeal
to the targeted consumers. The design can
refl ect a retailer’s size, prestige, product mix,
and affi liation. Also, a store’s architecture should
be functional and allow the store to operate
effi ciently. Functional considerations include
construction and maintenance costs, energy use,
security, and customer convenience. Operational
effi ciency encourages easy movement of
customers and sales personnel, and maximum
merchandise exposure.
A store’s signage is the total of all the signs
that attract consumers’ attention and identify
the store and its offerings. The main store
identifi cation sign should indicate who the retailer
is, with an identifi able name, logo, or other
symbol, 13-27. Exterior signs also may inform
consumers about the store’s type (department
•
•
•
store, supermarket), its product line (food,
greeting cards), its service and price levels, and
when the store is open, 13-28. Signage should
refl ect the image of the store, generate interest,
and invite consumers to try the store.
Store Interior
Interior space is divided into selling areas
and sales support areas. Selling areas, where
merchandise is available for customers, take up
most of the interior space. Sales support areas
are devoted to customer services, merchandise
processing, and staff activities. They include
13-27 Once an identifi able nameplate is
established and becomes well known,
shoppers are automatically aware of the
types of goods and services that each
branch store offers.
13-28 The creative name for this store is
further identifi ed by a brief explanation of
the types of goods carried. Store hours are
listed on the door plaque.
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