dressing rooms, rest rooms, checkout counters,
receiving and stock areas, offi ces, and employee
training areas, 13-29.
Good interior store design minimizes
operating expenses while maximizing sales and
customer satisfaction. Selling space should have
a friendly, welcoming atmosphere that is inviting
and convenient for customers. It should also
provide a functional and safe atmosphere that
boosts employee morale and allows for smooth
store operations. Appropriate layout, fi xtures,
lighting, color, and space utilization all play a role
in designing selling space. Well-planned stores
always sell more than stores that are not well
thought out.
Shopping is encouraged with good traffi c
fl ow through the store. Good sight lines allow for
customer viewing of various departments and
merchandise. The walls, fi xtures, ceilings, and
fl ooring are a backdrop for the merchandise.
They should defi ne and accentuate the
environment without detracting from the
merchandise presentation. Interior decor should
be psychologically pleasing to the store’s target
market to put customers into a buying mood.
For upscale stores, decor really matters
since customers expect a retailer with expensive
fashion merchandise to have an elegant facility.
The decor may be traditional, with wooden
fi xtures and oriental rugs, or very contemporary
with chrome and glass. It usually has expensive
lighting and chandeliers, and dressing rooms that
are large and private. On the other hand, stores
with bargain prices usually have a bargain look,
with simple fi xtures, bare dressing rooms, and
few decorations. Energy costs have become a
major expense that retailers try to minimize.
Careful planning of store environments
should be an ongoing process. Store interiors
must be updated frequently to keep the stores
fresh and appealing. Trends of store decor
change, just as fashions change. A store that
looks out-of-date with old, worn furnishings
and fi xtures suggests to customers that the
merchandise is also out-of-date.
Cleanliness, sometimes referred to as
housekeeping, is also very important for store
and mall interiors, 13-30. A clean, neat, and well-
maintained retail environment imparts an image
of caring for the customers.
Promotion Strategy
Sales promotion involves any activities that
encourage consumer interest in the purchase of
goods or services. Promotion activities include
13-29 An entire store cannot be devoted
only to merchandise stock (selling areas).
The store must also have sales support
areas such as rest rooms and payment
desks.
13-30 Retailers and malls employ workers
to maintain a high level of cleanliness for a
pleasant shopping environment.
Chapter13.indd 269 Chapter13.indd 269 3/21/2008 3/21/2008