"We're Moving On Up"
Mike and Earl Moore, owners of College Men's Unlimited, have just signed a five-year lease in the new College Town Mall. The new mall is ideally located for their business-a short walk from campus and only two blocks from downtown. The far side of the mall is bounded by the most prestigious homes in the city. It will be opening in five weeks and Mike and Earl are lucky to have such a prime spot. Ray Thomas, their banker, called them last Wednesday with word that the store, which had agreed to take the space they just leased, had canceled. Eighteen months ago when the mall had put this location up for lease, they were not in financial condition to make a commitment. In the last 18 months, however, business has been exceptional. The city has grown and the college has experienced expanded enrollments. By next Monday morning, Mike and Earl must provide the mall developer with a complete layout for their new store, so the developer can assign an emergency work crew to complete the store for the grand opening.
College Men's Unlimited is a full-line men's store offering middle- to upper-quality traditional men's wearing apparel. The present location is an old two-story house that Mike and Earl converted into their combination business and living area. The house has 4,000 square feet of area, 3,600 being used for the store, and the rest for a three-room apartment. The new store has a 40-foot front and is 70 feet deep. The mall developer is willing to put up walls for storage and office space wherever they wish.
Complete the following:
1. Assuming that the new store space is 2,800 square feet (40'à?70'), and that the shape is rectangular, draw a layout for the new men's store. What merchandise should be placed where? What size office space and storage is needed? Where should counters be placed? (Feel free to use PowerPoint to draw your plans.)
2. What other considerations should be included in the layout? Explain your reasoning.
Please see the attached file.
First you have to understand that the layout affects consumer behavior in terms of: (a) planned purchases facilitation, (b) easy navigation within the store, (c) perceived entertainment, and (d) time spent within the store. So layout is actually a very important thing for a business.
I've found a very useful article written by J.L Willen for you, please read the follow, it tells 3 especially important factors when designing a retail store layout.
"Simply irresistible - effective retail store layout"
The layout at McKay's Bakery in Abilene, Texas, emphasizes visibility. "You see everything three times," says co-owner Dianne Green, "when you come in, while sitting, and when you leave. Dessert items are tempting customers all the time."
By making customers walk past expensive pies and decorated cakes to get to inexpensive muffins and day-old bread, Green is following the principles of good store layout.
According to Barton A. Weitz, director of the Center for Retailing Education and Research at the University of Florida in Gainesville, a store layout should do these three things:
(1)Stimulate Impulse Purchases ---
One way retailers use layouts to entice customers to buy more than they intended is to draw them through the store so they'll see as many of the products as possible.
"You want to move people through the store," says Stephen F. Hill, owner of the Hill Design Group, the Roswell, Ga., firm that designed McKay's Bakery.
Jewelry stores put their better products toward the back of the store to pull people in, he says, and supermarkets tend to put popular departments--produce, meat, bakery, deli--along the perimeter.
At Gatto's Cycle Shop, in Tarentum, Pa., customers at the store's '50s-style diner are tempted by more than burgers and sodas. To enter or leave the restaurant, patrons must pass motorcycles, bicycles, JetSkis, clothing, and accessories, says the owner, George Gatto.
Successful retailers also stimulate customers to spend by placing small items near the cash register. A hardware store might use such a location to display batteries; a clothing store might ...
The 1517 word, cited solution presents a thorough discussion of the store layout plus a drawing in the attached file.