kingsooo零售店设计、布局与视觉营销.ppt

* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * 18-* Space Management空间管理 The space within stores and on the stores’ shelves are fixtures is a scare resource The allocation of store space to merchandise categories and brands The location of departments or merchandise categories in the store 商店内、货架上的空间是一种稀缺资源 商品类别和品牌在商店空间上的分配 商品类别或部门在商店里的位置 18-* Space Planning空间规划 Productivity of allocated space (sales/squire foot, sales/linear foot) Merchandise inventory turnover Impact on store sales Display needs for the merchandise 分配空间的生产力 （销售/正方形英尺，销售/线性英尺） 商品库存周转 对门店销售的影响 商品的陈列需求 18-* Envirosell’s Observations: Shopping Behavior and Store Design购物行为和店面设计 Avoid the butt-brush effect The tie rack located near an entrance during busy times Place merchandise where customers can readily access it Toy stores’ shelves at a child’s eye level Make information accessible Older shoppers have a hard time reading the small prints Let customers touch the merchandise 避免对接刷效果 繁忙时间位于入口附近的领带架 商品放置在客户可以随时获取的地方 玩具商店货架等高于一个孩子的眼睛 使信息易于获取 老年顾客阅读小画有困难， 让顾客触摸商品 18-* You are here Percentage of Shoppers Visiting Different Areas of the Store 购物者访问商店不同区域的百分比 Considerations for Merchandise Locations 18-* Prime Locations for Merchandise黄金地段的商品 Highly trafficked areas Store entrances Near checkout counter Highly visible areas End aisle Displays 高流量地区 商店入口 收银台附近 高可见区域 过道尾端 显示屏 18-* Location of Merchandise Categories Impulse merchandise – near heavily trafficked areas Demand/Destination merchandise – back left-hand corner of the store Special merchandise – lightly trafficked areas (glass pieces, women’s lingerie) Adjacencies – cluster complimentary merchandise next to each other 18-* Location of Merchandise within a Category: The Use of Planograms Supermarkets and drug stores place private-label brands to the right of national brands – shoppers read from left to right (higher priced national brands first and see the lower-priced private-label item